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Cerenity sanitizer : marketing research for new product launch (A) / Anand Kumar Jaiswal, Sachin K. Singh & A. Manu.

By: Contributor(s): Material type: TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781473975293 (ebook) :
Subject(s): DDC classification:
  • 658.575 23
Online resources: 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.
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Originally Published in: Jaiswal, K. A, Singh, S. K., & Manu, A. (2014). Cerenity Sanitizer: Marketing Research for New Product Launch (A) (case revised 27/05/2015). MAR0446(A). Ahmedabad: Indian Institute of Management, Ahmedabad.

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.

Description based on online resource; title from home page (viewed on May 3, 2016).

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