Cerenity Sanitizer: Marketing Research for New Product Launch (A)
Publication date: 31 March 2014
Abstract
The case deals with the application of marketing research for launching a new product in the market place. The company was planning to enter the Fast Moving Consumer Goods (FMCG) market in India with its new product Cerenity. Cerenity was a toilet seat sanitizer for women who frequently use public restrooms. The case describes the exploratory study conducted by the research team. The team used different qualitative marketing research tools such as focus groups, in-depth Interviews and participant observations.
Keywords
Acknowledgements
This case is based on a marketing research project done by Sachin K. Singh, A. Manu, Abheet Dwivedi, Shaili Yadav, Renu Verma, Vikalp Jhambhulkar, and Arvind Maddireddy as a part of the Marketing Research and Information Systems course.
Citation
Jaiswal, A.K., Singh, S.K. and Manu, A. (2014), "Cerenity Sanitizer: Marketing Research for New Product Launch (A)", . https://doi.org/10.1108/CASE.IIMA.2019.000072
Publisher
:Indian Institute of Management Ahmedabad
Copyright © 2014 by the Indian Institute of Management, Ahmedabad