Thursday, February 05, 2009

Unwanted-72 : Bring Your Lost Moments Back

Brand : Unwanted-72
Company : Mankind Pharma

Brand Analysis Count : 377

now have a competition. Mankind Pharma . Mankind Pharma was established in 1995 and has its presence in antibiotics, ED , Gastro, Antifungal Cardio segments. The company has forayed into the OTC segment with a range of products from sanitary napkins to emergency pills.

Unwanted-72 is a morning-after pill. This emergency contraceptive pill is directly competing with the market leader i-pill from Cipla. I pill is the first OTC emergency contraceptive pill in India. These pills were allowed to market through OTC in 2005.

Unlike other contraceptive pills, emergency contraceptive pills are not a family planning tool. These pills are used to prevent unwanted pregnancy arising out of various situations like unexpected and unprotected intercourse.

I-pill has stirred up the market with a high profile, highly controversial ad campaign. The market has reacted quite positively to the product ever since.
As usual, the moral police of India has been creating lot of noise decrying this product as an anti-moral product. The noise made by these hypocrites have only helped increase the popularity of morning-after pills.

According to a report in Economic Times, 78% of pregnancies in India are unplanned and 5% are unwanted.There are about 1 million unsafe abortions in the country every year. Hence these pills offer a safe way to avoid pregnancy and abortion.

Critics say that the popularity of such emergency contraceptives will give wrong message to youngsters especially teens. These pills often acts as a confidence booster for these youngsters to go wild. These theories are based on the assumption that Indian Youth are the epitome of high moral values...
Another criticism about these products is that the marketers often suppress the information regarding side-effects of these pills.

Coming back to the brand, Mankind has been aggressive in tapping the emerging OTC product market in India. The company has been promoting its Sugar- substitute brand Kalorie 1 heavily using Wasim Akram as the brand ambassador.

Unwanted-72 has an interesting brand name. I was surprised at the brand name when I saw this brand's commercial . First I thought it was naive on the part of the company to name a contraceptive brand as Unwanted -72. The name sounded very amateurish and too theoretical. I thought i-pill was a stylish name compared to unwanted-72.

But later on further thinking, i found lot of logic in using such a brand name. According to text books, brand names have to be simple , easy to understand and remember and should be able to convey the purpose of the brand. If you look at theory , Unwanted-72 is an ideal brand name.

Unwanted denotes Unwanted Pregnancy
72 denotes the hours within which this pill has to be consumed after the intercourse.

So Unwanted-72 makes sense

or does it ?????

Well ... for a lady who is so tense and worried about a possibility of an unwanted pregnancy , does the brand name matters ?

Even if you put the brand name as After-Screwed - Up Pill, consumers will buy it provided it is effective..

My personal opinion is that the brand name is too amateurish .Parents will have tough time explaining it to a kid who sees the ad and asks about the product. In the company point of view , the brand name is so simple and direct, that every one can understand what the product is.If you are targeting a mass market, such a simple brand name is very advantageous.

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