For the exclusive use of J. Barry, 2020.
A00183
March 31, 2014
Revised 18 June 2019
Cerenity Sanitiser: Marketing
Research for New Product Launch (A)
It was a cloudy afternoon in August 2013, and Manan Shah, Manager–Sales, CERA Sanitaryware
Limited (Cera), surveyed the busy Ahmedabad street below his office window. He had just
returned from a meeting with senior executives of Cera — Atul Sanghvi, Chief Operating Officer;
P. K. Shashidharan, Vice President–Marketing; and Abbey Rodrigues, Vice President–Sales. The
company had made its first foray into the fast moving consumer goods (FMCG) industry with its
latest product Cerenity, a toilet seat sanitiser. The concept behind the product was to introduce
hygiene inside the bathroom, and it was primarily targeted at women who used public or shared
restrooms frequently. This was a crucial juncture for Cera as it had synchronised the product
launch with the strategic positioning of the company as an “overall bathroom solutions provider”.
Cerenity would be one of the first products of its kind to be launched in the Indian market by a
sanitaryware company, and Shah felt it was critical that Cera undertake a consumer behaviour
study before the launch.
Cera, a company focused on innovation and market leadership, had developed Cerenity as an
FMCG product that aligned with CERA’s capabilities in creating bathroom solutions. Shah
glanced over the product test results on his desk. He was very happy with the results. They
showed that Cerenity killed 99% of germs within 10 seconds of its use on the required surface.
The product had demonstrated the right amount of germ-killing ability and fast action that Cera
would claim in its product launch campaign.
Though the product looked excellent from a performance and reliability perspective, Shah was
yet to determine what positioning and communication strategy the company should adopt to
achieve the maximum product trial rates in the first few months of the launch. “The biggest
question was whether the customers would accept this new concept. We wanted to know what
features would attract customers so that we could use them in our communication strategy,” said
Shah. He needed help from marketing research to devise an effective marketing strategy. A
research team comprising a group of Indian Institute of Management, Ahmedabad (IIMA)
students had conducted market research on Cerenity. The team had used a variety of qualitative
marketing research tools such as focus groups with users and non-users, in-depth interviews and
participant observation. As Shah went through the market research findings discussed in the
report submitted by group, he wondered whether the research team had used the right research
design. He was not sure about the appropriateness of using various qualitative research methods
when his objective was to use the marketing research to develop a plan for a successful product
Prepared by Professor Anand Kumar Jaiswal and PGP students (2012-14), Sachin K. Singh and A. Manu of
Indian Institute of Management, Ahmedabad. This case is based on a marketing research project done by
Sachin K. Singh, A. Manu, Abheet Dwivedi, Shaili Yadav, Renu Verma, Vikalp Jhambhulkar, and Arvind
Maddireddy as a part of the Marketing Research and Information Systems course.
Cases of the Indian Institute of Management, Ahmedabad, are prepared as a basis for class discussion. They
are not designed to present illustrations of either correct or incorrect handling of administrative problems.
© 2014 by the Indian Institute of Management, Ahmedabad.
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launch and devise a supporting communication strategy. He had his share of doubts about the
sample size and selection of respondents for the study.
Company Overview
Cera Sanitaryware Limited was an India-based sanitaryware production company. The company
was in the business of manufacturing and selling sanitaryware products and was also involved
in trading of bathroom accessories. As a brand, Cera always aspired to stand out as a style icon
in tiles and sanitaryware products and services available at affordable prices. It positioned itself
as an “overall bathroom solutions provider”. It enjoyed high brand equity in the minds of
consumers and was selected as a “Power Brand” in 2012, 1 an award conferred on the top 100
brands in the country. Among the most prominent players in the industry, Cera was involved in
a wide spectrum of businesses related to the manufacturing of ceramic and sanitaryware and
various other bathroom-related products. It was also actively engaged in the import and export
of such products in overseas markets.
Cera won the “Product of the Year” award in 2012 in the sanitaryware segment for the second
consecutive year. The company was one of the top five brands — the other four were Hindware,
Parryware, Jaguar and Kohler — based on popularity in the sanitaryware segment. 2 It was the
third largest company in the organised sector of the sanitaryware industry with a market share
of 24% as against 40% and 28% of its two competitors, Hindustan Sanitaryware and Industries
Limited (Hindware brand) and Parryware (Roca brand), respectively. 3 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. 4 It had maintained a steady annual growth of 35% for the past three
years and had shown a significant commitment to innovation and leadership. Besides
sanitaryware and faucets, it maintained a diverse product portfolio that included premium
showers, steam cubicles and whirlpools. Its products were often the preferred choice of customers
who wanted fashionable products with a modern sensibility. It endeavoured to provide complete
bathroom solutions designed with a strong focus on style. While other manufacturers struggled
with price wars and rising costs, Cera took several initiatives keeping in mind the long-term
interests of the company. It entered the luxury segment and aimed for aggressive retail expansion.
Cera was a pioneer in using natural gas in its manufacturing plants, which increased production
by nearly 35%. Cera had state-of-the-art manufacturing plants that adhered to high quality
standards. Right from its inception in 1980, it had made efforts to equip itself with advanced backend technology and had given due importance to sustainability
Sanitation Issues in India
In India, the issue of hygiene and sanitation in public and shared toilets had long been an area of
concern. As the country moved away from the traditional Indian-style toilet (i.e., the squat toilet)
to Western commodes, the issue of health and hygiene, especially in the case of toilet seats, had
come sharply into focus. It was no surprise that women were particularly prone to contracting
bacterial infections from toilet seats. As women increasingly took jobs that required travel, their
use of common toilets at airports, workplaces, hostels, restaurants and malls significantly
increased, exposing them to infections. Urinary tract infection was the most common form of
infection due to unhygienic toilet conditions. The health problem was estimated to be affecting
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150 million people every year globally, the majority of whom were women. 5 Clearly, there was
a need for a product that could protect women from infections caused by unhygienic toilet seats.
Cerenity — The Concept
The idea behind launching Cerenity was to introduce the dimension of “personal hygiene” to the
company’s product portfolio. Cerenity was a novel product that was designed to address the
issue of “hygiene on the go”. This category, at that time, was at a nascent stage in India. 6
The concept for Cerenity grew out of the need for a sanitiser for women travellers who had to use
common restrooms. This need was accentuated by women’s restroom usage patterns and
behaviour, which was significantly different from men and which increased their risk of
contracting urinary infections.
Cerenity was a one-stop solution for women. It was a small sanitiser spray that could easily be
carried in a handbag. All the user had to do was spray the product on the toilet seat cover. It
aimed to provide women with a feeling of safely and protection when using common toilets. The
product offered a number of features: it was a sanitiser and deodoriser in the form of an easy to
apply, hand-held aerosol-based spray (Exhibit 1).
The target segment for the product was higher income women, that is, women belonging to socio
economic class (SEC) A, a especially those who worked, travelled frequently or lived in shared
apartments or hostels. The product was for women who did not want to compromise on hygiene
and safety. The company decided to focus on cities that were information technology (IT) hubs
such as Bangalore, Mumbai, Pune and Delhi.
As a high involvement product, Cerenity was expected to improve Cera’s brand salience and
imagery. Apart from brand reinforcement, it would also broaden the brand’s reach as the product
would be sold through a large number of channels, thereby eventually establishing its footprint
in diverse marketplaces.
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 behaviour. The study was also expected to help
Cera design the product launch programme and develop a communication and positioning
strategy for Cerenity. Another goal was to test the acceptance of the product as a solution to a
specific need. Explaining the rationale for the market research, Shah said:
“Through a creative approach to market research, we would like to know what the
pre-usage and post-usage behaviour patterns are that drive trials and repurchase
rates in our target customers. Also, the research should examine the customers’
acceptance of this new product concept and their likelihood of purchase.”
a The SEC classification system of households is based on two variables: (a) education level of the chief wage earner or
head of the family; (b) ownership of the consumer goods. For further information, see: The Market Research Society of
India. (2011. May 3). Socio-economic classification: The new SEC system. Retrieved from http://imrbint.com
/research/The-New-SEC-system-3rdMay2011.pdf.
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Defining the Problem
Determining decision problems: Shah wanted to know what marketing strategy the company
should develop to launch the new product. Cerenity was a new concept that was developed to
cater to the existing unmet need of target customers for “hygiene on the go”. It was, therefore,
crucial for the company to understand how the concept would be perceived and whether the
product was fulfilling that need. The company wanted to know whether the customers would
accept the product, and if yes, then what should be its communication strategy to ensure the
maximum trials during its launch. Also, the company had to decide on the right positioning
strategy to gain consumers’ acceptance of the product and create the right image of the product
in their minds.
Cerenity was a first mover in the Indian market in this product category. Hence, it was very
essential for Cera to devise a communication programme to appropriately communicate the key
benefits of the product to its customers. Being the first mover, it also faced a major threat from
competitors who could copy its idea if the product failed to penetrate the market quickly.
Therefore, an effective launch strategy was needed to maximise trials and repeat purchases of the
product in the initial phase.
Formulation of research questions: The team, after discussions with company executives,
outlined the following research questions to address the above-mentioned decision problems:
•
•
•
•
•
•
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: To address these research questions, the following information was
required:
•
•
•
•
Target consumer segment: What would be right basis on which to segment the market? Is
there a specific customer segment(s) that could be readily targeted? Were there consumers
who were actively looking for this product?
Attributes of the product: Information on the basic need for such a product and on the
various product attributes that the consumer values; also, information on possible
features that enhance the usability of the product for consumers.
Positioning: An appropriate positioning strategy had to be developed for the product. The
most valued attributes and most intense and relevant consumer needs would drive the
positioning of the product.
Importance of attributes: Customer perceptions about the various attributes of the
product and the relative importance given to each of them.
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•
•
•
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Pricing: After deciding on the target segment and product attributes, information would
be needed on the price sensitivity of customers in this segment.
Communication: An effective communication strategy had to be designed for the product
launch (in its initial phase).
Locations: Information was needed to decide on locations where the product could be
launched so as to enhance trials.
The goal of the market research was to also to understand the product usage behaviour of its
target customers. This would help unveil the best method of advertising to encourage customers
to not only purchase the product in the initial launch phase but to also make repeat purchases
and recommend it to others.
RESEARCH DESIGN
Exploratory Research
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. The information collected from test users of the product related
to their evaluation of the product attributes, their level of satisfaction or dissatisfaction with the
product, and their actual experience and issues faced while using the product. The insights
generated from non-users focused on their awareness of and reactions to the product concept.
Also, the team observed various locations in which the product was expected to be primarily used
to capture consumer insights in a natural setting.
Literature Review
The key objectives of the literature review were:
1. 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.
2. To review extant research on the probable risks, in the form of infections or disease,
associated with the use of common toilet seats.
Various studies pointed to different health-related problems faced by women using common
toilets. A patent application filed in the United States for a public restroom toilet seat sanitising
apparatus states the following: 7
“Many people in need of using such facilities [common toilets] hesitate to do so
because of the fear that sitting on the toilet seat might result in the catching of
generally sexually transmitted diseases, resulting from germs, virus and bacteria
left on the seat by previous occupants. In those circumstances where the toilet seat
was nevertheless used, many of the attending public first attempt to cover the seat
with toilet paper, while others first rinse the toilet paper in an adjacent sink before
washing down the seat.”
Urinary tract infection (UTI), defined as “the colonisation or invasion of the structures in the
urinary tract by a microorganism,” 8 was a common health problem. Further, women were more
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susceptible to UTIs than men because they had a shorter urethra. UTI occurrence was more
common in the developing world, primarily due to poor sanitation, lower levels of personal
hygiene and less hygienic working and living conditions. 9
Another study highlighted the general perception that a common or shared toilet was unclean. It
also found that people were likely to try to avoid direct contact with a toilet seat. The study further
examined various health hazards that could be caused by infections contracted from sharing
toilets. It observed that although the risks associated with the transmission of such diseases were
minimal, the perceived risk was generally high among women. 10
From their review of various studies and published literature on the subject, the team generated
the following insights:
•
•
•
Women took more precautions then men when using sanitary facilities.
There was a general fear in the minds of users that shared or common toilet seats and
sanitary facilities were more likely to be unclean and unhygienic. They also wanted to
avoid direct contact with toilet seats and, if possible, use precautionary measures.
They also perceived high risks (in the form of bacterial infections) from unhygienic
sanitary conditions. UTIs were one type of bacterial infection that had a serious impact on
the health of women.
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 behaviour, which was not possible through
quantitative research such as surveys or experiments. Key insights from the qualitative research
were as follows:
Participant Observation
The primary goal of using this approach was to study different settings where the new product
could be used by consumers. The goal was also to assess the attitude and usage behaviour of
consumers, which would provide the context for developing the sampling approach and
interview guidelines for subsequent phases of research. 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 and generated qualitative insights to
further guide the interview and focused group discussion:
•
Malls and multiplexes: Users of sanitation facilities at malls were more sophisticated and
looked for extreme levels of hygiene. Most of them first checked the cleanliness of the floor
and then the washbasin, and only if they found these appropriate would use the toilet.
Many even requested the person in charge of cleaning the restroom to clean the toilet seat
and toilet before they used it. In judging the hygiene level of the facilities, they checked
for the presence of tissue paper and dustbins. Typically, the frequency of cleaning was
high at these locations but suffered during peak periods, such as a movie interval.
•
Workplaces: Toilets at workplaces were observed to be hygienic as they were cleaned
more often. Apart from cleaning, care was also taken to keep the air fresh and pleasant.
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Here too, women generally checked the washbasin and the floor to gauge the cleanliness
of the toilet. They also requested the janitor to clean the toilet if required. The frequency
of cleaning was highest in this setting as the janitorial staff cleaned the toilet after almost
every use.
•
Hostels, dormitories or shared residential apartments: The frequency of cleaning at these
sites was found to be the lowest among the three — roughly once or twice a day. However,
there were comparatively fewer users of the toilets in these places. The users did not have
any other option but to use the facilities. Hence, each user followed the unwritten rule of
leaving the toilet clean after using it. Scented candles were often used in the toilets to keep
the air fresh. Residents did not use toilets that were in an extremely unhygienic state and
instead chose to use one on another floor or at another location.
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 behaviour and capture insights.
Selection of Interviewees: Based on their background research, the team identified interview
candidates who could share their opinions on the new product with them. A demographically
diverse group of people were interviewed within the following categories: hostel residents
(college-going SEC A women and paying guests), professionals and frequent travellers.
The two interview formats were as follows:
1. Traditional: A pre-determined set of questions employed in all the interviews
2. Laddering: Free-wheeling or additional questions aimed at obtaining certain specific
responses from the interviewees
The team conducted one-on-one interviews with 22 respondents. Of these, 15 interviews were
conducted face-to-face and eight were conducted by telephone. The telephonic interviews helped
the team reduce any regional bias that might have come from convenient sampling. Interviewees
were given no context about the product. They were asked about their hygiene-related needs and
habits. Based on the interviews, the team generated various insights and identified key factors
that would help in determining the desirable product attributes of a toilet seat sanitiser (Exhibit
2). The team felt these insights were specific to SEC A consumers and might not extend or apply
to other socio-economic classes.
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.
Essentially, the FGs helped the team understand how the target segment looked at a particular
product feature, what value they would derive from it and how important it was for them. The
FG discussions were recorded and subsequently transcribed for analysis. The team held separate
FGs with users and non-users of the product.
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•
FGs — Non-users: These FGs were conducted with an understanding of the potential
user’s views on restrooms hygiene and the viability of the concept of a toilet seat sanitiser.
The team ensured that the FGs were homogeneous in terms of socio-economic
characteristics, i.e., participants were all female students of IIMA in the age group of 2228 years. Two FG discussions were held with nine participants in each group. The team
conducted a preliminary check to make sure that all FG participants were unaware of the
product launch.
•
FGs — Pilot Test: Product samples were given to a group of 30 young female students at
IIMA. A week later, the team conducted an FG with nine participants to learn about their
experience with the product and their evaluation of it. During the 30-minute discussion,
the group touched on various aspects of the product such as portability, durability, bottle
design perception and preferred usage of the product. The key findings from the
discussion are provided in Exhibit 3.
The Findings
Through their exploratory research involving secondary data analysis, participant observation,
in-depth interviews and FGs, the team gained an understanding of the overall need and potential
for such a product in the market. The team also found common attributes that people valued in
the product. There were a number of differences among respondents in terms of their usage
behaviour and their motives for using the product for personal care. While many of the responses
were related to the past experiences of the respondents, others were a result of their first
experience of using the product in the trial. The following were the key insights of the qualitative
research constituting participant observation, long interviews and focus groups, along with some
direct quotes from participants:
1. 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.
2. 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.
3. Willingness to try and use the product regularly:
 Willingness to try the product was very high. Participants showed a strong inclination for
trial:
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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 sanitiser 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.
4. Awareness of the product concept:
 Low awareness about such a product existing in the market
Well, I have heard of some spray for the seat and then an automatic system to dry it, but
this is not found in India.
I really do not know. A spray cleaning the toilet seat! Can you tell me more about the way
this product is made to be used?
5. Idea of carrying the product in public places:
 They doubted the effectiveness of such a product in public toilets and also found the idea
of carrying the product uncomfortable, signalling that the product could face a tough time
generating regular users.
Well, as I said, in the places where I find toilets unhygienic to use, I still doubt if this
product would work in those places
6. Use at the workplace:
 Workplaces are generally clean, but the use of the product may still be essential
My office has a very clean toilet. My floor has very few ladies there so I can use it without
any apprehensions.
They have a proper dispenser, which can be used to spray disinfectant on a tissue and wipe
off the seats to clean them.
7. Key places identified for use:
 Hospitals, malls, trains, railway stations, restaurants and airports
I think in public lavatories. Not in homes … because there is already a strong focus on
keeping personal toilets clean.
8. 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!
9. Experience with first trial (for pilot users):
 Ease of use — difficult to figure out the proper way of using the product
When the sanitiser was sprayed on the toilet seat, it didn’t evaporate quickly. Thus the
waiting time was quite long and unnecessarily exhausting.
 Packaging and portability
Its packaging makes it appear more like a pain-relieving spray.
If it is meant for travellers, it should be available in small spray packs.
The bottle design looks like that of a deodorant. If it is kept in retail shops for consumers to
buy, it should have the look and feel of a sanitiser with a transparent bottle.
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10. Other insights and derived implications:
Many women avoided drinking water two to three hours prior to a journey as they were
reluctant to use public restrooms.
 Traditional Indian-style toilets were preferred to Western-style toilets for public use as the
former made no contact with the skin.
 Many users were looking for a product that could be kept in the restrooms and not
something that they had to carry around.
 Along with killing germs, the product should ensure that toilets look clean and dry.

The exploratory research identified the following variables as being potentially important from
the perspective of customers:
1.
2.
3.
4.
5.
6.
7.
Germ-killing effectiveness
Ease of use
Portability
Fragrance: strength and type of fragrance
Time of action: instant dryness after application
Product form: spray, gel and liquid.
Price (three levels at INR 100, INR 150 or INR 200).
Evaluating the Marketing Research
The results of the market research study gave Shah confidence in the market potential of Cerenity.
He felt that the results of the study clearly supported the main assumptions behind the
development of the product. The study showed that women were uncomfortable using public
and common restrooms. They wanted a product that could effectively sanitise the seats of public
toilets.
However, Shah was not sure of the appropriateness of the team’s research design. He was hoping
to see crisp quantitative figures, charts and tables that could be interpreted easily and without
any biases. The team argued that since they did not have any testable hypotheses regarding
product acceptance and usage behaviour, adopting qualitative research was an appropriate
choice. Further, Shah was sceptical about the team’s choice of adopting a complex approach using
multiple methods such as participant observation, in-depth interviews and focus group
discussions. He felt that the team could have obtained similar results by conducting in-depth
interviews alone. Were FGs the right choice when the research study dealt with a product that
was of quite a personal nature for consumers? What was the need to use the participant
observation method? He also had questions regarding the size and representation of the sample
and how these might have affected the results of the study.
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EXHIBIT 1
Product Package Look
Source: Company records.
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EXHIBIT 2
Insights from Customer Interviews
1. Places where participants had concerns about toilet hygiene:
They were not afraid of using the toilet at home as they knew with whom they were sharing the
toilet. They preferred not to travel by train and avoided public toilets, which they found to be very
unhygienic. Their major contact with public toilets was in offices and malls. In offices with dedicated
cleaners, they did not have hygiene concerns. However, at workplaces catering to a larger
employee base, participants said they were reluctant to use the commode and preferred not to sit
directly on the seat. In malls with high footfalls, it was the same case.
2. Responses on finding unclean toilets:
If they found that the toilet seat was wet, they either skipped that particular commode, or if they had
no other option, they did not sit directly on the seat. They were reluctant to use tissue to wipe it dry.
3. Perceived health concerns of using unclean toilets:
Rashes on the body were one major issue. They also felt that, in unhygienic restrooms, they faced
the risk of being infected with the disease of the person who had used that toilet previously. They
did not particularly identify urinary tract infection as an issue.
4. Remedial measures:
Proper cleaning staff should be maintained at public places. People sometimes did not observe
proper restroom etiquette. Public places were, in general, dirty and the problem would be resolved
only when people learned to behave more civic-mindedly. On an individual level, they could not
think of any product that could aid hygiene under such conditions.
5. The role of a sanitiser in one's daily routine:
It could be used on one's hands before eating, etc. Using it on any surface was a new concept,
indicating that the person was over-sensitive about hygiene. In the case of toilet seats, participants
preferred not to apply sanitisers on tissue to wipe them clean.
On describing the concept of a spray-on product for toilet seats to respondents, further insights were
obtained:


Such a product was good only if it dried quickly after use.
It should be handy and available in a convenient packaging.
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EXHIBIT 3
Excerpts from Focus Group Discussions
Characteristics
Ease of use
Remarks
When the sanitiser was sprayed on the toilet seat, it didn’t evaporate quickly.
Thus, the waiting time was quite long and unnecessarily exhausting. The
product should evaporate quickly after spraying because no one wants a wet
toilet seat to begin with.
Portability
If it is meant for travellers, then it should be available in small spray packs.
Substitutes
Hand sanitiser, which is easy to carry. Can be dabbed on a piece of a tissue
paper and used for the same purpose.
Bottle design
The bottle design looks like that of a deodorant. If it is kept on retail shelves for
consumers to buy, it should have the look and feel of a sanitiser with a
transparent bottle. If it is kept in restaurants or malls, it should be in a dispenser
where the same product can be used for sanitising hands and seats.
Possible
enhancements
The product should have the option of a multipurpose usage where it can be
used as a hand sanitiser and in other places/ settings.
Places where it
can be used
Places where there are a lot of people and activity and hence cleanliness is
jeopardised, such as restaurants. Public toilets such as Sulabh can be also
considered, but in India, public toilets are so dirty that users prefer not to use
the Western-style commode anyway. Thus the product may have limited use
for consumers.
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REFERENCES
Cera India website. Corporate — Style. Innovation. Leadership. Retrieved from http://www.ceraindia.com/Content.aspx?conId=6, on August 10, 2013.
2 Top 5 best sanitary ware brands in India. Era Technologies. Retrieved from http://www.era.la/top-5-bestsanitary-ware-brands-in-india.html, on August 10, 2013.
3 “CRISIL IER Independent Equity Research. (2003). Cera Sanitaryware Ltd. Retrieved from
http://www.cera-india.com/Content.aspx?conId=CorporatePresentation, on March 20, 2014.
4 Cera India website. (2013). Corporate presentation: Analyst meet. Retrieved from http://www.ceraindia.com/Content.aspx?conId=CorporatePresentation, on March 20, 2014.
5 Kumar, A. (2013, March 14). Urinary tract infection — an evaluation. Indian Health Journal. Retrieved
from http://indianhealthjournal.wordpress.com/2012/03/14/urinary-tract-infection-an-evaluation/ on August
1, 2013.
6
Cera India website. Retrieved from http://www.cera-india.com/Content.aspx?conId=6, on August 11,
2013.
7 United States Patent. (2011). Dipano, Patent Number US8079094 B2, Date of patent: Dec 20. Retrieved
from http://www.google.com/patents/US8079094, on July 25, 2013.
8 Kumar A. (2013, March 14). Op. cit.
9 Ibid.
10 Shmerling, R. H. (2011). The hazards of bathroom seats — Beth Israel Deaconess Medical Center on
January 13. Retrieved from http://www.intelihealth.com/IH/ihtIH/c/9273/35323/330519.html?
d=dmtHMSContent on August 10, 2013.
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This document is authorized for use only by James Barry in 2020.