Case
Teaching Notes
Supplementary Resources
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.
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2023 Sage Publications, Inc. All Rights Reserved
Resources
Exhibit 1: Product Package Look
Source: Company Records
Exhibit 2: Insights from Customer Interviews
1. Place where participants had concerns about toilet hygiene:
They were not very afraid of using the toilet at home as they knew with whom they were sharing the toilet. They preferred not to travel by train and avoided public toilets, which they found to be very unhygienic. Their major contact with public toilets was in offices and malls. In offices with dedicated cleaners, they did not have hygiene concerns. However, at workplaces catering to a larger employee base, participants said they were reluctant to use the commode and preferred not to sit directly on the seat. In malls with high footfalls, it was the same case.
2. Responses on finding unclean toilets:
If they found the toilet seat was wet, they either skipped that particular commode, or if they had no other option, they did not sit directly on the seat. They were reluctant to use tissue to wipe it dry.
3. Perceived health issues of using unclean toilets:
Rashes on the body were one major issue. They felt that, unhygienic restrooms, they faced the risk of being infected with the disease of the person who had used that toilet previously. They did not particularly identify urinary tract infection as an issue.
4. Remedial measures:
Proper cleaning staff should be maintained at public places. People sometimes did not observe proper restroom etiquette. Public places were, in general, dirty and the problem would be resolved only when people learn to behave more civic-mindedly. On an individual level, they could not think of any product that could aid hygiene under such conditions.
5. The role of a sanitiser in one's daily routine:
It could be used on one's hands before eating, etc. Using it on any surface was a new concept, indicating that the person was over-sensitive about hygiene. In the case of toilet seats, participants preferred not to apply sanitisers on tissue to wipe them clean.
On describing the concept of a spray-on product for toilet seats to respondents, further insights were obtained:
- Such a product was good only if it dried quickly after use.
- It should be handy and available in a convenient packaging.
Exhibit 3: Excerpts from Focus Group Discussions
| Characteristics | Remarks |
| Ease of use | When the sanitiser was sprayed on the toilet seat, it didn't evaporate quickly. Thus, the waiting time was quite long and unnecessarily exhausting. The product should evaporate quickly after spraying because no one wants a wet toilet seat to begin with. |
| Portability | If it is meant for travellers, then it should be available in small spray packs. |
| Substitutes | Hand sanitiser, which is easy to carry. Can be dabbed on a piece of a tissue paper and used for the same. |
| Bottle design | The bottle design looks like that of a deodorant. If it is kept on retail shelves for consumers to buy, it should have the look and feel of a sanitiser with a transparent bottle. If it is kept in restaurants or malls, it should be in a dispenser where the same product can be used for sanitising hands and seats. |
| Possible enhancements | The product should have the option of a multipurpose usage where it can be used as a hand sanitiser and in other places/settings. |
| Places where it can be used | Places where there are a lot of people and activity and hence cleanliness is jeopardised, such as restaurants. Public toilets such as Sulabh can also be considered, but in India, public toilets are so dirty that users prefer not to use the Western-style commode anyway. Thus the product may have limited use for consumers. |
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2023 Sage Publications, Inc. All Rights Reserved
