Mediker

Introduction
Mediker, a three-decade-old brand was acquired by Marico from Procter & Gamble, in July 1999, in the shampoo format. Mediker is a brand for treating lice and a market leader in its category.

Mediker today has three products in its portfolio: Mediker Anti Lice treatment, Mediker Anti Lice Oil and Mediker Plus Anti Lice Oil.

Lice problem
Lice problem is a very common problem among girl children in the age group of 5 - 12 years. A child can go through physical, mental and psychological problems due to lice. Problems like anemia, pediculosis, lack of concentration, bleeding through excessive scratching, rejection, social embarrassment etc. can add to the child's growing up pains. Mediker is an easy painless solution, which helps the mother tackle this problem.

Evolution
In its first avtaar, Mediker pioneered the switch from the traditional lice comb, which is painful to use, to an easy and effective way of treating lice using shampoo.

Marico recognized a consumer need and also launched 'Mediker Anti Lice Oil' to provide an alternative to a different consumer segment who is more comfortable with the hair oil format. Mediker Anti-Lice Oil, or simply Mediker Oil, contains Coconut oil with Neem extracts and Camphor that effectively fight the problem of lice. The product was nationally launched in December 2002. Mediker Plus Anti-Lice Oil was launched specifically in the Southern markets in February 2005, as the South Indian consumer was looking for an alternative to Mediker Anti-Lice Shampoo.

Our consumers
Mediker's primary target has been mothers of school-going children. The brand has caught on, not just in the urban sections of India but also the rural.

Consumers who may find Shampoo a little harsh for hair treatment prefer Mediker Oil. Mediker Oil has overtaken Mediker Shampoo both in terms of volumes and reach.

Contributor’s to Mediker’s success
Success of the Mediker brand is the result of constant innovation by the R&D team, consumer-centric communication and excellent distribution.

Mediker now symbolizes 'Freedom of Childhood' enabling children to enjoy the childhood pleasures and empowering the mother with the solution to tackle this menace.

Mediker is committed to educating the consumer about the lice menace and problems that children can face therefore. To this end Mediker not only conducts awareness campaigns in the media, but also undertakes  activation programs in small towns, school contact programs and PR initiatives across.

New Initiatives
Mediker requires a drug licence to market it's product as it contains a drug called Permethrin. R & D has developed a completely natural formulation of Mediker Oil. The prototype of this product is currently on in Maharashtra . The launch of Mediker Natural Oil can give us significant distribution gains, thereby volume gains, as one would not require a drug license to market the same. The national rollout of Mediker Natural oil is underway.