The most Safe, Effective and Convenient IUCD

Low referrals from KOLs to enhance the usage of IUCDmyths and side effects

Target market does not perceive IUCD as a good contraceptive due to false belief of complicationsIn India, IUCD usage is only among 3% women

population

IUCD has 94-98% of effectiveness comparing to other barrier contraceptive methods

IUCD contraceptive failure rates are very low M Care has flexible arm , which helps the

placing of IUCD without widening the Uterine cavity.

I.U.C.D. is still the cheapest, and easiest, one time procedure, giving contractive assurance for 3 to 5 years, with good return to fertility, after its removal.

The misbelief of myths and side effects associated with IUCDs safety and complication.

IUCD usage in India is only 1.8% compared to other contraceptive methods

M Care is most safe effective and convenient IUCD

IUCDs is the best mode of contraception for spacing between children.

Rapid return to fertility is also another attribute of IUCD

Total Market 4.45 cr with a strong unit growth of 15%

M Care has to compete with the market leaders Multiload.

Core TG- Gynecologist and Obstetricians Females; Mothers

Contraceptive method for short term Myths about its safety and side effects One time investment Not widely accepted by women

M Care Cu250 is the most safe, effective and convenient IUCD which have great potential to meet needs of delayers and spacers.

Advertising CME’s, Family Planning Events Interactive – Online

To convince KOL’s about the benefits and attributes of IUCD usage.

To establish M Care Cu250 as the most safe, effective and convenient IUCD in the market with a flexible arm, which helps the insertion without widening of uterine cavity

Key benefit statement IF you are thinking of contraception just park your

worries with Mcare Cu250, the most safe, effective and convenient IUCD

Mcare carved for convenience so insertion will not be painful

Supporting the positioning line with the visuals that depict it

Emotional + Positive appealTone: WarmManner: Inviting, comforting and promisingPersonality: Caring, dependable, helpful,

trustworthy and family-oriented

-To launch M-Care Cu 250, the most safe, effective and convenient IUCD which is the product of Women Health Care Division of Hindustan Life Care Ltd.

- To establish M Care Cu 250 as a safe, effective, acceptable, and affordable IUCD that prevent unplanned pregnancy.

Increase the awareness and promote the brand M Care Cu250 as the most convenient and affordable IUCD

This will be achieved by embedding the new advertising message into the minds of consumers by increasing IUCD reference manuals,CMEs and ads.

FOGSI (The Federation of Obstetric and Gynaecological Societies of India)magazine ad to communicate about Mcare Cu250 to target audience

FOGSI AD FOGSI AD

FOGSI AD FOGSI AD

Mcare Cu250’s introduction, mode of action and usage details to the TG

To clarify all the doubts about IUCD, its safety and usage. To be kept in the dispensers at OPD

Product catalouges with a description about M Care Cu 250

“DAKSHIN 2009”- A CME for Gynecologist and Obstetricians of South India to launch M Care Cu250 which will be hosted by Kerala Obstetric & Gynaecological Society, KFOG at Trivandrum

Various programmes to be initiated with MoHFW at the state level to improve the usage of IUCD

To create hype and awareness among 80% of the target market before the Mcare CU 250 officially launches

Word of mouth will help to spread a positive message to M Care Cu250 IUCD target market

P.R ( with a celebrity) will help to generate positive media attention towards Mcare Cu250 launch.

Objective: To tap the total IUCD market of 4.45 cr

with a strong unit growth of 15% Achieve AOP revenue target of 1.27 cr and

MS of 25%.

M Care Cu250 is the product of Hindustan Lifecare Limited, who are the pioneers in the contraceptive market with their flagship brands like Moods, Saheli etc

HLL is a much more familiar name to the TG and the is comparatively cost effective than competitor

Objective: To increase brand equity and awareness by

convincing 60% of women to participate in quiz competition website.

An expert to answer the doubts and questions of customers