CERA Sanitaryware identified a problem of lack of hygiene in public restrooms. It developed Cerenity, a toilet seat sanitizer, to address this issue. Qualitative research was conducted through observation, interviews, and focus groups to understand product usage and desirable attributes from a customer perspective. Key findings were that effectiveness, ease of use, portability, fragrance, drying time, form, and price were important factors to potential customers.

1. Cerenity Sanitizer
Presented By:
Komal Agarwal
MBA II

2. Content
+CERA Sanitaryware Limited
+About Cerenity Sanitizer
+Problem identified by CERA
+Defining the Problem
+Qualitative Research
+The Findings
+My perception

3. +It is an Indian based sanitaryware company.
+Positioned itself as “overall bathroom solution provider”.
+Among top five brands, including Hindware, Parryware,
Jaguar and Kohler.
+Its style blends with innovation to reveal a new dimension
of modernity.
CERA Sanitaryware Limited

4. About Cerenity Sanitizer
+Cerenity was a novel product that was designed to
address the issue of “hygiene on go”.
+It is an FMCG product that aligned with CERA’s
capabilities in creating bathroom solution.
+It is a toilet seat sanitizer for women who frequently
use public restrooms.
+ It killed 99% of germs within 10 seconds of its use.

6. Problem identified by CERA
+As the country moved away from the traditional Indian style
toilet to Western commodes, the issue of health and hygiene,
especially in the case of seats.
+Women has to use common toilets at airport, workplaces, hostels,
restaurant and mall, exposing them to infections.
+Urinary tract infection was the most common form of infection
among women due to unhygienic toilet condition.

8. Defining the Problem
+Marketing strategy the company should develop.
+Major threat from competitors who can copy idea.
+Would customer accept the product, if yes, then what
communication strategy should be adopted to ensure
maximum trials during the launch.
+Right positioning strategy to gain customer acceptance.

9. Qualitative Research
+Qualitative Research helped in developing a comprehensive
understanding of context and product usage behavior.
1. Participant observation: The research team selected and observed
the following sites, broken down into three main categories, for
approximately 10 days to study women’s usage of sanitation facilities in
actual settings.
a) Malls and multiplex
b) Workplaces
c) Hostel or shared residential apartments
It helped to find out different settings where the new product could be
used by consumers.

10. Qualitative Research
2. Long Interviews: The team conducted one-on-one interview
with 22 respondent. Among this 15 were face to face and 8 were
conducted by telephone. It helped in determining the desirable
product attributes of a toilet seat sanitizer.
3. Focus Groups: It got participants to share their feelings and
actual experiences. It helped the team to understand how the target
segment looked at particular product feature, value derived from it
and how important it was for them.

11. The Findings
+The following variables as being potentially important from the
perspectives of customers:
1. Germ killing effectiveness
2. Ease of use
3. Portability
4. Fragrance: Strength and type of fragrance
5. Time of action: instant dryness after application
6. Product form: spray gel and liquid
7. Price (Three level at INR 100, INR 150 or INR 200)

12. My perception
+As sanitizers are already available as substitute of Cerenity.
+CERA being sanitaryware company, can make sanitaryware in
such a way that could be hygienic for the use.
+Additional feature could be added.