Abstract

The case discusses a newly launched product – elavO — a toilet seat sanitizer seat in India. Toilet seat sanitizers were a relatively new product category in India where public toilets were known to be mostly dirty, unhygienic, and foul smelling. The case discusses the marketing and distribution strategies of Amra Remedies Ltd., producer of elavO. It provides enough scope to discuss and explore the need for and successful launch of a new product category in India and other similar countries.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Discuss the rationale for the launch of a toilet seat sanitizer spray in India and emerging markets.
• Understand and explore the challenges in marketing a sensitive product like elavO.
• Discuss and explore the marketing strategies for the launch of a new product category in emerging markets.
• Discuss the strategies applicable for products in the early stage of the Product Life Cycle.
• Identify the space in the Ansoff Matrix and discuss the strategies the firm has to follow in order to become successful.

Keywords

elavO, Toilet seat sanitizer spray, Marketing Strategies, Sanitizer spray, Hygieni, Toilet, Clinica, Limee, Germs, Enterococci, E-coli, Aeruginosa, Health Care, Sanjeeda Sheikh, SAFESEAT surface sanitizer, Holy Seat, JUC Toilet Seat Sanitizing Sprays, Safe4U, Sanitt Spray, Asian Aerosol, Amra Remedies Ltd, Toilet seat, Sanitizer, Urinary Tract Infection (UTI), Public toilet, Women