Mankind Pharma, the 6th largest pharmaceutical company in India, was established in 1995. It is now amongst the top five fastest growing pharmaceutical companies in India, racing towards the INR 35 billion club. Manforce Condoms, the premier condom brand of the group, is considered the flagship brand of Mankind Pharma.
FACTOIDS
- Manforce was launched in 2007 but promotion was initiated two years later
- They are manufactured in GMP-certified units
- Manforce condoms became the first brand in the segment to promote flavoured condoms in both electronic and print media
BLAZE TO BRILLIANCE
Mankind Pharma promotes its products under three registered companies — Mankind, Lifestar & Lifestar 2 and Magnet. With a pan-India presence, Mankind’s offerings span in antibiotic, anti-fungal, gastrointestinal, NSAID, anthelmintic, cardiovascular, dermal and erectile dysfunction drugs.
Mankind, a fully integrated pharmaceutical company, has a comprehensive network of 61 C&F agents and 6000 stockists. It operates under various divisions.
Mankind has a strong portfolio of products ranging from pharma to popular OTC and FMCG brands such as emergency contraceptive pill Unwanted 72, quick pregnancy test kit Prega News, Adiction deodorant, dispersible antacid tablet Gas-o-Fast and Manforce condoms, which provide strategic benefits of integration to the company.
Manforce was launched in 2007. However, the product’s promotion was initiated two years after its launch.
FAITH FACTOR
Mankind believes in fostering brands which can connect with the consumers and provide quality products at an affordable price.
Manforce Condoms, instead of producing vulgar and insensitive promotional campaigns, have generated appeal by effective use of print, audio as well as visual media.
Uplifting the brand image, Manforce condoms foresee an increase in the demand in Tier 1 cities. The brand has been vocal about the female perception about intimacy.
ENGAGEMENT THAT ENTHRALS
With an objective to support a healthy and active lifestyle, Mankind Pharma envisions becoming one of the top three pharmaceutical companies in India by 2017.
On similar lines, according to a report released by AC Nielsen in November 2011, Manforce condoms was declared the number one selling condom brand in India, holding a market share of 21 per cent. Manforce condoms envisions maintaining its position in terms of volume and wants to clock double-digit growth on Year-on-Year basis. Manforce Condoms is the flagship brand of the company’s OTC division.
INNOVEDGE
Manforce condoms became the first brand in the segment to promote flavoured condoms in both electronic and print media.
Manforce Condoms adopted a distinguished style of promotion by roping in a woman talking about her desires and fantasies. The first-rate condom brand is currently endorsed by actress Sunny Leone.
BRAND PROMISE
Manforce Condoms are manufactured in GMP-certified units. Providing a huge basket of premium, flavoured and extra dotted condoms, Manforce has established a strong market presence.
Manforce has a strong market presence across Tier 1, 2 & 3 cities. With strong distribution channels and deep-downmicro- interior coverage, Manforce offers premium quality at an affordable price.
