Cerenity Sanitizers is a new toilet seat sanitizer launched by CERA Sanitaryware Limited in India. The company conducted research to understand their target customer segment and design an effective product launch, positioning, and communication strategy. The research included exploratory qualitative research through participant observations and interviews with current and potential customers. Key findings from the research would help the company design their marketing approach for Cerenity Sanitizers in the Indian market.

1. PRESENTED BY: POORVA VYAS
(MBA SEM II)
CERA
“Cerenity Sanitizers”

2. 1. Company’s overview
2. Cerenity’s overview
3. Sanitization issues in India
4. Concept of Cerenity
5. The Research study
6. Findings
Content

3. Company’s Overview
 CERA Sanitaryware Ltd. ~ India based Sanitaryware product company
 Business ~ Manufacturing and selling sanitaryware
product and trading of bathroom accessories
 Positioned itself ~ In the form of “Overall Bathroom Solution
Provider”
 Awards ~ 1. Power Brand in 2012
(From the top 100 brands [In Import and Export as well])
~ 2. Product of the year in 2012
(From one of the top companies : Hindware, Parryware, Jaguar and
Kohler)
 Third largest ~ In the organized sectors of sanitaryware
 Market Share ~ 24% as aggregate to 40% and 28 %
(of its two competitors i.e., Hindustan Sanitaryware and its Industries Pvt
Ltd (Hindware) and Parryware (Roca brand) )
 INR ~ 2009-10 : 191.36 cr
~ 2012-13 : 487.84 cr
 Steady Annual Growth ~ 35% (Past 5years)
 Diverse Product ~ Premium showers, stean cubicals and

5. CERA Sanitaryware Limited
 Manan Shah ~ Manager-sales
 Atul Sanghavi ~ Chief Operating Officer
 P.K. Shashidharan ~ Vice President-
Marketing
 Abbey Rodrigues ~ Vice President-Sales
Company made its first foray into FMCG with its latest product CERENITY, a “Toilet
Seat Sanitizer”.
 Concept ~ To introduce hygiene inside the bathroom
 Preliminary ~ Targeted to women (who used public or shared restrooms).
 CERENITY ~ One of the first product, laid to be launched in the Indian Market.
 Results ~ Good, as it killed 99% of the germs within 10 seconds of its
application.
 Excellent ~ Performance and reliable.
 Shah’s Decision ~ To position it and make communication strategy.
(Shah wanted to ensure that product will attract and thought to get help from a student of
IIM (Ahmedabad) to conduct research on cerenity)

6. continued….
 Various qualitative research methods used and it
formulated on field as well, but here Shah thought if
the same will make the communication strategy or not
as according to him marketing research has to be
instead of the former.

7. Sanitization issues in India
 Urinary tract infection was the most common form of infection due to
unhygienic toilet conditions.
 The health problem was estimated to be effecting 150 million people every
year globally.
 Here in majority the women were mostly effected

8. Concept
 To address the issues of Personal Hygiene, “Hygiene
on the go”.
 The category at that time was at the nascent stage in
India.
 Cerenity was one stop solution for women.
 Features : It was an sanitizer and deodorant in the
form of an easy to apply, hand-held aerosol-based
spray.
 Segmentation : High income women
 Belonging : To Socio Economic Class (SCE)
(who worked, travelled frequently or lived in shared
apartments or hostel0

9. The research study
 Aim ~ To help the company understand there customer and design product
launch program with developing communication and positioning strategy
 Formulation of research questions ~

10. continued….
 Requirement of in formation ~ 1. Target consumer segment
2. Attributes of the product
3. Positioning
4. Importance of attribute
5. Pricing
6. Communication
7. Locations
Research Design
• Exploratory Research: In the first phase the information and data gathered ad
collected from test users of the product and the actual experience with the issues
that they have faced.
(Insights generated from the non-users of the product focused on there
awareness and reactions on the product)

11. The original literature review
and qualitative research

12. Participants Observations
1. Malls and multiplexes
2. Workplaces
3. Hostels and Dormitories or shared residential apartments

13. Original Findings