September 20, 2014

A LICENSE TO PROMOTE

Promotional licensing is en vogue and brands in numerous categories including FMCG, personal care, food and grocery (F&G), are leveraging this strategy to quickly boost sales of their products. And, that’s because well established characters, movies and logos, which are promoted jointly with new or recently launc...

By Licence India Bureau

Promotional licensing is en vogue and brands in numerous categories including FMCG, personal care, food and grocery (F&G), are leveraging this strategy to quickly boost sales of their products. And, that’s because well established characters, movies and logos, which are promoted jointly with new or recently launched products, help to quickly establish a ‘connect’ with the target audience, and also differentiate it from peers.

The most notable recent instance of this strategy relates to the hugely popular Marc Webb-directed ‘The Amazing Spider-Man 2’, which has tied up with consumer brands across various product categories including Perfetti Van Melle India, Yo! China and Reliance Trends.

Bradford License India had facilitated the partnership between the producers of this film, Sony Pictures and the numerous promotional licensing partners. Chitra Johri, Vice President, Bradford License India, said, “This film is relevant across various product categories and age groups, and the response from consumer-related brands has been very encouraging.”

Striking a similar view, Divya Pathak, Director – Marketing, Sony Pictures Entertainment, said, “The promotional licensing related to this movie effectively highlights our film and partners.”

Licensing activities

As part of the promotional licensing strategy, Perfetti Van Melle India had recently launched a special Alpenliebe Juzt Jelly along with iconic characters in ‘The Amazing Spider-Man 2’ movie.

Munir Lamba, Controller – Marketing, Perfetti Van Melle India, said, “This collaboration gives us an opportunity to create new ‘excitement’ for our brand, and the new pack and television commercial, will strengthen our ‘appeal’ to customers.”

It does not end there, and Yo! China has launched a specially-themed meal combination offer, which includes gifts like licensed merchandise and movie tickets.  Similarly, Reliance Trends, a leading department store chain, is offering tickets for this movie on purchase of kidswear products.

Nitin Kalra, Director – Licensing (SAARC Region), AI Licensing India, a licensing agency, pointed out that the relevance of this strategy can vary between one month and up to a year. “Retailers are expanding their repertoire of private labels, and iconic logos and symbols on product packages, help to quickly grow sales for brands.”

The annual sales in the domestic licensing industry are valued at nearly Rs 900 crore, and promotional licensing is a rapidly growing segment. Clearly, promotional licensing is emerging as a key tool to grow sales for a brand on a long-term basis.

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