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Research on the presence of character licensing in India. A research was done locally among school children and their parents
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Cartoon Characters, Kids and Licensing
The new face of Brand Licensing in
India!
Character Licensing?
A Licensing Agreement A Character
RoyaltyManufacturing
&Retailing
What’s In?Cute animated charactersCool t-shirtsDisney charactersConsumer awarenessLicensing and retailingPopularity of characters among the youth
What’s Out?Flowers, motifs on tees
Moms choosing clothes for kids
Simple, plain stationeries and other utilities.
Why it works?
KIDS!!
60%
40%
A REPORT SUBMITTED BY LIMAAGE OF CONSUMERS
Consumers above the age of 15Consumers be-low the age of 15
Of which it is reported that they spend 4-5 hours daily over television
Q. What is your favorite channel?
34%
16%23%
15%
13%
The % share of Most Popular KIDS' Channel on TV
DISNEY CHANNELNICKELODEONPOGOCARTOON NETWORKOTHERS
Q. What are the favorite characters of the children between the age of 8-14?
DOREMON HANNAH MONTANA
SHINCHAN CHOTA BHEEM BEN 100
5
10
15
20
25
30
35
The TOP 5 Favourite shows
DOREMON
HANNAH MONTANA
SHINCHAN
CHOTA BHEEM
BEN 10
Q. Write any five things you have, has a picture of your favorite character?
BEN 1
0
DOREMON
SHIN
CHAN
HANNAH MONTA
NA
CHOTA B
HEEM
TOM &
JERRY
MICKEY
AND M
INNIE
MOUSE
OTHER
S0
5
10
15
20
25
30
35
The MOST COMMONLY USED CHARACTER on the Things Used by the CHILDREN
The MOST COMMONLY USED CHARACTER on the Things Used by the CHILDREN
Q. Write any 5 things which you want to have a picture of your favorite character?
BEN 10
BARBIE AND SUPERHEREOS
DOREMON
SHINCHAN
HANNAH MONTANA
CHOTA BHEEM
TOM & JERRY
0 5 10 15 20 25
THE CHARACTERS STILL IN DEMAND
THE CHARACTERS STILL IN DEMAND
Marke
t pote
ntia
l
Kids
Clothes
School Utilities
Shoes
Mugs
Activity Books
Room Decor
Crockery
Games & Toys
Q. Does your kid insist on buying products and merchandises, which has some cartoon, movie character or television characters?
80%
20%
YES
NO
Q. What are the things kids look for in a product?
0
5
10
15
20
25
EXPENSIVE PRODUCTS
PRODUCTS WHICH HAVE CARTOON CHARACTERS
PRODUCTS PROMOTED BY FILM STARS
FASHIOABLE/ TECH-NOLOGICALLY AD-VANCED PRODUCTS
OTHERS
Q. WHICH IS A BETTER PRODUCT FOR YOU?
88%
5%8%
GOOD QUALITY, REASONABLE PRICE
PRICE OVER QUALITY
ANYTHING YOUR KIDS LIKE
Q. WHAT PROBLEMS DO YOU FACE WHILE PURCHASING SUCH PRODUCTS?
15%
38%28%
18%
3%
LIMITED AVAILABILTY
LACK OF VARIETY
HIGH PRICES
LOW QUALITY
CANT SAY
Q. Name any product which is beneficial for kids, but they do not like it. By promoting it with their favorite character, will they start using it?
35%
25%
18%
10% 8%
5%
THE PRODUCT CATEGORIES AND %age OF MOTHERS who voted fro the same
HELATH / ENERGY DRINKS
MEDICINES
EDUCATIONAL BOARD GAMES/ PUZZLES
FOOD ITEMS
OTHERS
CANT SAY
The next potential target
-
The YOUNG ADULTS College
students
Simpsons
Superhereos
Q. ARE YOU A BARND PERSON?
72%
28%
THE %age of PEOPLE WHO SAID THEY WERE A BRAND PERSON
YES
NO
Q. What kinds of t-shirts, do you prefer?
PLAIN
, SIM
PLE TE
ES
PRIN
TED W
ITH M
OVIE C
HARAC
TERS
PRIN
TED W
ITH G
AME CHAR
ACTE
RS
PRIN
TED W
ITH C
ARTO
ON CHARA
CTER
S
ANYTHIN
G WHIC
H IS "I
N"0
5
10
15
20
25
PREFERENCES OF THE YOUTH TODAY
PLAIN, SIMPLE TEES
PRINTED WITH MOVIE CHARACTERS
PRINTED WITH GAME CHARACTERS
PRINTED WITH CARTOON CHAR-ACTERSANYTHING WHICH IS "IN"
Q. In your opinion, do you think that cartoon characters, movie characters and popular game characters are "in" among the youth today?
80%
20%YES
NO
Q. According to you, what is the reason behind the popularity of use of characters in clothes and accessories among the youth?
23%
30%23%
13%
13% ASSOCIATION/ RELATE TO
COOL, CHIC
ITS "IN"
THE LOOK , FEEL OF IT
NOSTALGIA
WHEN ASKED IF THEY MISSED ANY PRODUCT, THEY NAMED FEW CHARACTERS WHICH THEY FOUND LOST
80%
20%
YES
NO
Q. One product which should be available in the market with a character print?
ACCES
SORIE
S
LAPT
OP ACC
ESSO
RIES
MOBI
LE A
CCSSORI
ES
APPARE
LS
SHOES
OTHER
S0
2
4
6
8
10
12
ACCESSORIESLAPTOP ACCESSORIESMOBILE ACCSSORIESAPPARELSSHOESOTHERS
INFERENCESLack of variety
Many popular characters being ignored
The need of more such licensing
The need to understand the demands of the market they are entering
No end to the product categories.
Licensors’ GAIN
o Marketing support for the core business
o Extending a corporate brand into new categories, areas of a store, or into new stores overall
o Trying out potential new businesses or geographical markets with relatively small upfront risk
o Maintaining control over an original creation
Licensee’s GAIN
Gaining the consumer awareness and marketing benefit of a well-known character, logo, design, etc
Moving into new distribution channels.
Enhancing authenticity and credibility.
THE THREE OPPURTUNITIES:
HOW TO ENTER THE
MARKET?
SITUATION – 1:
MANUFACTURING AND RETAILING, BOTH DONE BY THE SAME COMPANY IN INDIA
establishment cost increases.middlemen and agents can be avoided
the supply chain is reduced. the lead time reduction.spend more on space, labour and capital
strong customer relationshiplack of interest among retailers can be avoided
SITUATION – 2:
MANUFACTURED BY ONE, RETAILED BY ONE, BOTH OF INDIAN ORIGIN:
warehousing costs decreases.cost of establishment of a showroom
decreases.free of advertising or promotional
activitiescosts are reduced and profits are
stable. lack of brand imagelow risk of loss due to lack of
brand loyalty
SITUATION – 3:
MANUFACTURED IN ANOTHER COUNTRY, IMPORTED BY AN INDIAN COMPANY TO INDIA:
Though, here there is no direct character licensing agreement being entered into, but then, this shows that there is scope of such products in the market but there aren’t many manufacturers of these products in India.
And the reasons behind themSome Success Stories
DISNEY – The trendsetter!
Disney and Nerolac paints.
Swarovski and Popley.
Mickey Rock’ collection available at all Reebok stores
o Produces different flavors of cheeseo Brand name – Go cheezoso Had been in an licensing agreement with
Warner Bros.o Characters – Tom & Jerry o Said to have increased the sales for the
brand
Parag Milk Food Ltd
Other major players:
Big Bazaar and Nick India - Back To School (BTS)
The launch of new Zoop Collection, by Titan.
EXPERIENCE @
SOUTH CITY MALL
Problems faced Low awareness
Piracy and counterfeiting
Implementation of law
Lack of knowledge
Conclusion
oScope of product extension
oMore investment from the
licensors
oSpreading awareness –
conferences
oFollowing up of the laws
THANK YOU!
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