ITC's Licensing Ways

The brand has capitalised on the popularity of Hannah Montana to launch its new product.

Vrinda Oberai

Licensing

Disney’s famous aspirational brand – Hannah Montana has undoubtedly established itself as one of the leading tween icons in the country. Keeping the potential in mind, Disney has recently joined hands with ITC’s Personal Care brand Fiama Di Wills to launch a special “Shine in Style” fashion pack featuring the Disney character. It’s a licensing deal between the brands. Since its launch in 2006, the tween sensation has been the number one Disney character (amongst tweens) because of its likeability and awareness created among the fans by the licensed merchandise worldwide.

The pact between the FMCG major and the popular character, points out how FMCG brands are making the most of licensing to introduce new brands and engage the target customers by offering what connects with them the best. Let’s study this case further to decipher relevant and significant facts.

Target group

Within a span of two and a half years, Fiama Di Wills has managed to establish itself as a premium brand offering a range of shampoos, conditioner, bathing bars and shower gels. Mr Atul Joshi, Head of Marketing, Personal Care Products Business, ITC Limited comments, “The Hannah Montana Pack is targeted at Hannah Montana fans, who follow her fashion and style fundamentals avidly.”

The pack offerings include the special Fiama Di Wills Shine in Style-200ml shampoo, Polishing Drops-50ml conditioner, Exotic Dream-100ml shower gel along with some cool Hannah Montana accessories like stylish mirror, trendy clips, cool headbands, wristbands and more. The pack promises to give quick and simple style and care tips to the consumers.

Promotional strategy

The company has left no stone unturned to promote the brand further with respect to its latest licensed merchandise. Mr Joshi says, “The Fiama Di Wills ‘Shine in Style’ Hannah Montana pack has a 360 degree promotional strategy. The pack was launched with much fanfare at a media event at Asia's largest fashion extravaganza, the Wills Lifestyle India Fashion Week. There is an elaborate digital promotional activity, which has been rolled out to promote the Hannah Montana Pack. With purchase of each pack, Hannah Montana fans will receive a special access pass that gives them an opportunity to enter a whole new world of Hannah branded goodies like DVD players, guitars, wallpapers, games and bags.”

The strategy also includes a few lucky winners getting an opportunity to be a star on TV with the Popstar Challenge. There are also may attractive POP displays and in-store visuals to promote the prospective pack.

Taking the licensing route for introducing new products in conjunction with appropriate marketing/promotional strategies has generated an overwhelming response for the FMCG brand. Licensing has a huge potential in India, retailers can capitalise on the same by following the footsteps of retail giants, who have already made the exemplary move.