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

Format:

Book

Author/Creator:

Jaiswal, Anand Kumar, author.

Singh, Sachin K., author.

Manu, Andrew, author.

Series:

SAGE knowledge. Cases.

SAGE Knowledge. Cases.

SAGE knowledge. Cases

Language:

English

Subjects (All):

Marketing research--Case studies.

Marketing research.

New products--Case studies.

New products.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations (black and white, and colour).

Place of Publication:

[London] : SAGE, 2016.

System Details:

text file

Summary:

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.

Notes:

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.

No ILL or scholarly sharing allowed.

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

ISBN:

9781473975293

OCLC:

1017713625

Access Restriction:

Restricted for use by site license.