Ideas to market and advertise Manforce condoms in rural India

1. Rural Marketing

3.  Mankind Pharma, amongst the top 5
Pharmaceutical companies in India
 Manforce Condoms is a premium quality
condom brand, manufactured under the
guidelines of ISO certification.
 Appeal to all the enthusiastic lovers to have
protected sex

4.  Manforce has seen phenomenal growth in the
last 5-7 years, attributed to its dominance of
small towns and rural.
 The brand has been on a marketing overdrive
with adult film star Sunny Leone popping up
across its billboards, print ads, TV
commercials etc.

5.  They carefully selected their products for
rural markets, incentivized the distribution
channel through schemes and controlled
sales costs through local hiring. And small
increments in MRP directly flow to the
bottom line
 Makers of Manforce keep introducing a new
variant every six months to keep the
excitement alive.

6. Variety of condoms by
Manforce

7.  A pack of Manforce condoms consisting of
3pcs per pack for Rs.25
 Change the price to 15rs for a pack of 3 or
sell Manforce condoms loosely (1 for Rs5)
 Available at Pan-Beedi stores and Kirana
stores.

8.  Marketers, parents and young kids are all
uncomfortable about sex, and that shows in
the low sales of condoms. Hopefully that
may change, as the stakeholders get ready to
shake off many of the old mores.
 People in the rural areas think it hinders
their sex life .
 They even reuse the old condom

9. • Want to get into India’s hinterlands
• Seen only as birth control methods
• Hindrance in the act
• Choose other brands (Price)
• Lack of information (flavors & functions)
• For unmarried

10.  Condoms were introduced in India in 1960
 Awareness campaigns:
 Ek duje ke liye
 Yahi hai sahi
 Condom, bindaas bol

11.  Target : Enthusiastic lovers
 Emphasize more on pleasure
 Talk about the new functionalities
 Make them realize the actual advantage of
using Manforce condoms

14. Ehsaas intezaar ka
Ehsaas saath honeka
Ehsaas kuch karne ka
Ehsaas thoda aur karneka
Ehsaas beshumaar pyaar ka
Ehsaas thoda aur paaneka

15.  Audio of the TVC

16. Madhya Pradesh
 Bineka
 Mand
 Khamariya
 Tornod
 Dubahiyan
 Khamhariya Tiwariyan
Bihar
 Rampur Samastipur
 Ahmadpur
 Ahmadpur Pahi
 Ajhwa
 Amgachhi
 Amrori

17. Target audience
 Unmarried and
married couples
 People who are
mature and will use
condoms
 Both males and
females
 Females as it is a
matter of safety and
personal beliefs
Target group
 18 and above but
mostly concentrated on
youth
 Educate the group
about the benefits and
usage of condoms
 How their use helps in
having a more
pleasurable experience
 The myth of condoms
being a hindrance in the
act would be removed

18. Madhya Pradesh
 Population in these
villages is growing
rapidly
 Due to this there is
malnutrition in children
 Due to the large
population food scarcity
is a problem
 The population
explosion can be
decreased by the use of
condoms
Bihar
 85% population lives in
villages
 Highest number of
youngsters below age of
25
 Highest for any state in
India
 One of the most densely
populated states in the
country
 Rampant spread of HIV
and other STD’S

20.  Madcap communications is collaborating with
Caravans (hippies/Banjaras) who conduct
melas in these 12 small towns/villages of MP
and Bihar.