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.
Cerenity Sanitiser: Marketing Research for New Product Launch (A)
- Author: , &
- Publisher:Indian Institute of Management, Ahmedabad
- Publication year:2014
- Online pub date:
- Updated:December, 2019
- Discipline: Marketing Research, New Product Marketing Management, Qualitative Techniques for Business & Management Research
- Contains:Teaching Notes
- Length:4,989 words
Region:Southern AsiaCountry:IndiaIndustry:Other manufacturingOrganization:CERA Sanitaryware LimitedOrganization Size:Originally Published In:2014). Cerenity Sanitiser: Marketing Research for New Product Launch (A) (case revised 27/05/2015). MAR0446(A). Ahmedabad: Indian Institute of Management, Ahmedabad.A, , & (Type:Online ISBN:9781473975293Copyright: Certain material used with permission of Indian Institute of Management, Ahmedabad. © 2014. All rights reserved.