"Cerenity Sanitizers": Presented By: Lavesh Sethia (Mba Sem Ii)

CERA
“Cerenity Sanitizers”
PRESENTED BY:
LAVESH SETHIA
(MBA SEM II)
Company’s Overview
• It is India-based sanitary ware production company.

• Manufacturing and selling sanitary ware products .
• It was selected as a “Power Brand” in 2012,1 an award conferred on the top 100 brands in the country.
• Cera won the “Product of the Year” award in 2012 in the sanitary ware segment for the second
consecutive year.
• Cera is the third largest sanitary ware company in India and has 20%+ market share.
• The company earned revenue of INR 191.36 crore (1,913.6 million) in 2009-10, which increased to INR
487.87 crore (4,878.7 million) in 2012-13.
• maintained a steady annual growth of 35% for the past three years.
• It entered the luxury segment and aimed for aggressive retail expansion.
Sanitation 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 affecting 150 million people every year globally.
• As the country moved away from the traditional Indian-style toilet (i.e., the squat toilet) to
Western commodes.
ABOUT
CERENITY
• Cerenity is a mobile hygiene product which provides
99% safe toilet seat against the germs.
• A large number of women feel unhygienic while using
any public toilet. It is true as well. Many persons are
using the same toilet so you will find a large number of
germs there.
• Cerenity is a product from Cera Sanitaryware Ltd.
which provides great protection against germs and
keep woman safe.
• You just have to spray once and it will kill all the germs
lying on the toilet seat.
CERENITY TOILET SEAT
SANITIZER
• Cerenity brings surety to one of life’s critical issues-
Health and hygiene.
• Toilet seats, especially those in public toilets, are not
cleaned regularly. They spread gems that could lead to
urinary Tract Infections(UTI), Diarrhoea, Staph and
herpes.
• Cerenity toilet seat sanitizer removes germs within
seconds, making the toilet seat safe and fit to use.
• Cerenity is available in three different fragrances.
1. Cerenity Mystic Price: Rs.150/- for 75ml
2. Cerenity Citroma
3. Cerenity Flora
THE RESEARCH STUDY
• The aim of the research study was to help the company better understand customers’ needs, their
attitude towards the product and their usage behavior.
• The study was also expected to help Cera design the product launch programme and develop a
communication and positioning strategy for Cerenity.
• Defining the Problem

• “hygiene on the go”
• Cerenity was a first mover in the Indian market in this product category.
Formulation of research questions:
• Which specific consumer segment(s) should the company primarily target for the new
product? Was there any secondary target segment that could also be potentially looked at?
• Does the product concept fit with the needs of the target consumer segment?
• How should the product be positioned? What attributes of the product should be focused
on?
• What are the key attributes of the product that the consumer values when making a
purchase decision?
• What are the product shortcomings and perceived benefits for the user in the target
segment?
• What would be the optimum price range for the product that would be acceptable to users
in this category?
Information required:
• Target consumer segment:
• Attributes of the product:
• Positioning:
• Importance of attributes:
• Communication:
• Locations:
RESEARCH DESIGN
The first phase of the research involved a review of the relevant literature and analysis of
secondary data gathered from published sources. In addition, the team collected primary
data from target customers using a qualitative research approach which was conducted with
users as well as non-users of the product.
Literature Review
The key objectives of the literature review were:
To review existing studies on improving hygiene conditions for public and shared
restroom toilet seats and how women perceive risks associated with the use of public
and shared toilets.
To review extant research on the probable risks, in the form of infections or disease,
associated with the use of common toilet seats.
Qualitative Research
• As their next step, the team adopted qualitative methods to
generate insights on consumer acceptance of the new product.
Qualitative research helped in developing a comprehensive
understanding of context and product usage behavior, which was
not possible through quantitative research such as surveys or
experiments.
Participant Observation
• The primary goal of using this approach was to study different settings
where the new product could be used by consumers.
1. Malls and multiplexes:

2. Workplaces:
3. Hostels, dormitories or shared residential apartments:
Long Interviews
• The team conducted face-to-face interviews with SEC A women using shared hostel sanitary
facilities as well as professional women using shared toilets in workplaces in order to analyse
their behavior and capture insights.
• The two interview formats were as follows:
• Traditional: A pre-determined set of questions employed in all the interviews

• Laddering: Free-wheeling or additional questions aimed at obtaining certain specific responses
from the interviewees
Focus Groups
• Focus group (FG) discussions got participants to share their feelings and
actual experiences on the subject and they were quite willing to do so as
the topic was very important to them.
• FGs — Non-users:
• FGs — Pilot Test:
The Findings
Meaning of toilet hygiene:
• Clean and comfortable to use
• Toilet hygiene to me means everything from the cleanliness of the washbasin to the cleanliness of the floor.
• Toilet hygiene to me is not just how clean a toilet is but also how comfortable I am in using it.
Use of shared common toilets:
• High perception of risk of using shared common toilets without any protection
• I do not sit directly on the seat but squat over it, keeping some space between myself and the seat.
• I would definitely not use it at any cost. I am scared of various infections that I might catch due to the
unhygienic conditions of the toilet.
• I would definitely avoid it as I have seen the consequences of using unhygienic toilets.
Willingness to try and use the product regularly:
• Willingness to try the product was very high. Participants showed a strong
inclination for trial:
• I generally do not use the toilet if I do not find it clean enough, but if I have to, I use
tissues and hand sanitizer to clean it for my own comfort.
• I generally avoid the use of such toilets and would love to try anything that would
make it more comfortable for me to use them.
• I still do not know about buying it regularly, but I definitely would like to give it a try.
Response to the product formula:
• Spray, gel or liquid
• A spray would work best, as I would not have to touch the seat with my own hand!
Pros:
• Long lasting – lasts more than 75 sprays.
• Light weight to carry
• Spray time packaging
• Easy & safe to use
• Nice fragrance
• Transparent
• Dries quickly
• Leaves no residue or sticky feeling
• Disinfects and kills germs
• Not so expensive
• Easy availability and variants
Reviews
• I got this little can few days back in cerenity citrus flavour. It’s totally love
at first sight. I am so concerned about hygiene these days coz my skin and
my body is so sensitive and I am allergy prone.I catch allergies so easily.
• Cerenity Citrus comes in an orange spray type can and the packaging
looks cool. It is properly sized as it fits into the handbag and is so light
weighted to carry.
• I really can’t say if it kills germs coz I am not 100% sure about it but I do
get that feel. It instantly disinfected the toilet seat. I somehow felt it is safe
to use and in turn I also felt safe.
Final Word:
• This is a must have in your handbag if you are using shared or public
washrooms. If you have kids, then you must definitely use this coz kids
are prone to infections easily compared to adults.If you are concerned
about personal hygiene, particularly when you have young children to care
about, this is the ideal product to keep tucked in your handbag.
• Ladies you must buy this product as it is effective. Just buy a Cerenity
spray and Keep calm without worrying about the bacteria. Rest, Cerenity
will take care.

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CERA

• It is India-based sanitary ware production company.

• Defining the Problem

1. Malls and multiplexes:

• The two interview formats were as follows:

• Traditional: A pre-determined set of questions employed in all the interviews

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