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    Group 5 - Manforce Condoms

    Uploaded by

    Fenny Shah
    This document discusses strategies for a new condom marketing campaign in India. It notes declining condom usage rates and the need for a more effective campaign. A primary research section shows most prefer Manforce condoms but have reservations buying them in stores. The document proposes promoting responsibility over eroticism by portraying condoms as a way for men to treat partners well. Suggested strategies include a "Be That Man" ad campaign featuring Milind Soman in caring boyfriend roles and sponsoring sex education events to increase awareness. The goal is to drive sales through responsibility rather than pleasure alone.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Group 5 - Manforce Condoms

    Uploaded by

    Fenny Shah
    411 views27 pages
    This document discusses strategies for a new condom marketing campaign in India. It notes declining condom usage rates and the need for a more effective campaign. A primary research section shows most prefer Manforce condoms but have reservations buying them in stores. The document proposes promoting responsibility over eroticism by portraying condoms as a way for men to treat partners well. Suggested strategies include a "Be That Man" ad campaign featuring Milind Soman in caring boyfriend roles and sponsoring sex education events to increase awareness. The goal is to drive sales through responsibility rather than pleasure alone.

    Original Description:

    Marketing

    Original Title

    Group 5_Manforce Condoms

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    This document discusses strategies for a new condom marketing campaign in India. It notes declining condom usage rates and the need for a more effective campaign. A primary research section shows most prefer Manforce condoms but have reservations buying them in stores. The document proposes promoting responsibility over eroticism by portraying condoms as a way for men to treat partners well. Suggested strategies include a "Be That Man" ad campaign featuring Milind Soman in caring boyfriend roles and sponsoring sex education events to increase awareness. The goal is to drive sales through responsibility rather than pleasure alone.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    411 views27 pages

    Group 5 - Manforce Condoms

    Uploaded by

    Fenny Shah
    This document discusses strategies for a new condom marketing campaign in India. It notes declining condom usage rates and the need for a more effective campaign. A primary research section shows most prefer Manforce condoms but have reservations buying them in stores. The document proposes promoting responsibility over eroticism by portraying condoms as a way for men to treat partners well. Suggested strategies include a "Be That Man" ad campaign featuring Milind Soman in caring boyfriend roles and sponsoring sex education events to increase awareness. The goal is to drive sales through responsibility rather than pleasure alone.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 27

    Presented by:

    Akanksha Garg - 04
    Archana Agarwal - 1 3
    Avantika Tyagi- 19
    Aadi Gala - 26
    Tejal Jani - 31
    Satakshi Gupta - 47
    A successful Nation wide Campaign on HIV ……..!

    A successful City wide Campaign on Condoms ……..!

    Why Need for a new Campaign ?


    Awareness V/s Usage of condoms
    Declining usage of condoms
    Key points signifying need for an effective campaign

    • Only 1 in 20 married women aged between 15-49 were using


    condoms for family planning

    • Sterilisation is being used by 1 in 3 women, increased usage of birth


    control pills. However usage of condoms is declining leading to their
    exposure to sexually transmissible diseases
    THE CONDOM INDUSTRY

    • A market of approximately 800 crores


    • Chemists play a major role in dispensing the
    condoms
    • Growth drivers
    - Flavors
    - Promotion campaigns
    - Sales through modern trade outlets and online sales
    • Mankind Pharma- Amongst the top 5 Pharmaceutical
    companies in India
    • Manforce Condoms is one of its premium quality condom
    brand, manufactured under the guidelines of ISO certification
    • Phenomenal growth in the last 5-7 years, attributed to its
    dominance in small towns and rural areas
    COMPETITOR ANALYSIS
    MARKET SHARE

    28%
    18%
    M 17%
    K
    A A 13%
    N O 12%
    M K
    F A T O 8%

    O S H H
    M
    U E I S 4%
    R N
    O
    K D
    T R O
    C R
    O
    D
    O U
    E S O R R
    A R
    S
    E E
    X
    STRENGHTS
    • Industry WEAKNESSES
    Experience • Eroticism
    • Huge Market • Only 99% safe
    Share • Inefficient sex
    • Variants education
    • Ever existing
    market

    THREATS
    OPPORTUNITIES
    • Increase in
    • Rising demand
    substitutes
    • Awareness among
    • Better marketing of
    youth
    competitor brands
    • Liberal and open
    • Immense product
    society
    variations
    PRIMARY RESEARCH
    WHICH IS YOUR PREFERRED CONDOM BRAND?
    ARE YOU APPREHENSIVE OF BUYING A
    CONDOM FROM A RETAIL STORE?
    DO YOU THINK THERE IS AWARENESS OF SAFE
    SEX IN INDIA?
    DO YOU THINK THERE IS A TABOO ATTACHED
    TO A CONDOM?
    DO YOU THINK THERE IS A NEED TO CHANGE
    THE MARKETING APPROACH OF CONDOMS?
    PROMOTIONAL OBJECTIVES

    • Remove the taboo that is associated with condoms


    • People select a brand of condom based on erotic advertisement
    • We wish to drive sales through the instinct of responsibility
    • Pleasure to Protection
    • Tracking and Measurement of our objectives and campaign
    • Using tools like google analytics, Salesforce etc for concrete results
    IDEAS &
    INSIGHTS
    CONDOMS ARE ALWAYS ADVERTISED THROUGH EROTICISM
    IDEA OF BEING RESPONSIBLE NEEDS TO BE PROMOTED
    Milind Soman is seen in various different scenes in a single video
    while following lines are being said by a lady
      Be That Man Campaign
    (Milind and his girlfriend are hanging out with her friends)
    Be the man that mingles with her friends,
    Be that man that brings her flowers,
    Be that man that treats her when she is cold,
    Be that man that takes her out for surprise dinners,
    Be that man that she can take home tonight,
    BE THAT MAN THAT WEARS A CONDOM,
    Man Force - Be That Man 
    OTHER MARKETING STRATEGIES
    • “Learn with Manforce - Sex Education Camps”
    • Manforce CCD- College Campus Drive
    • Manforce On The Streets
    • Web Series to spread awareness
    • Sponsorships and Partnerships

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