Focus Brands’ Licensing Calculus
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Brand licensing is more than an incremental revenue opportunity for QSRs. It is a branding play that can have multiple benefits for branding, sales and even expansion. Using Cinnabon as an example, Focus explores how putting its legendary buns on grocery shelves and into pizza orders.
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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
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Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
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3. Latest Technology development vs Business promotions
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5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
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2. Free Content writing
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4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
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Free Website + Digital Marketing Services
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Focus Brands’ Licensing Calculus
- 2. A portfolio of seven iconic brands with over 6,500 restaurants, bakeries and ice cream shoppes in over 60 countries.
- 3. Global Channels We build brands using a multi-channel approach that includes licensing our brands in these lines of business: 1. Consumer Packaged Goods (CPG) – future consumption products sold in grocery stores, club stores such as Costco and mass merchants like Target/Walmart. 2. Food Service – immediate consumption products sold in restaurants, convenience stores, colleges & universities and hospitality. 3. eCommerce – utilizing various digital channels where consumers can order branded products to be delivered directly to them.
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- 5. Benefits of Licensing In addition to the financial benefits, consider… • Brand Building – Awareness – Access – Relevance – Reach – Customer Data/Acquisition • Brand/Franchise Ecosystem – Innovation – Supply chain leverage – Ad fund contribution
- 6. Cinnabon Breakfast Creations Launch driving brand access, awareness and occasions in CPG Driving brand acquisition & loyalty Product • Cinnabon Frozen Line Launch SKUs • Caramel Pecan Ooey Gooey Rolls • Jalapeno Cheddar Sausage Bites • Frosted CinnaSweet Swirls Launch Details • Launched at Walmart in May 2020 • Target, Food Lion and other retailers picked up soon after Integrated Marketing Support Tactics • Paid social media • Digital • Grocery app partnerships Key Results • On shelf at over 9000 retail store locations (one of the largest Cinnabon retail launches) • #1 Frozen Pastry Brand at Walmart • Three SKUs in the Top 10 • Phase 2 innovation on track for Q3 2021 launch • Influencer support • PR media outreach • Email • Retailer website/product pages • Frosting Filled CinnaPastry • CheddarRoll-Sausage & Egg • CinnaBiscuit Chicken Sandwich
- 7. Cinnabon - Pizza Hut Partnership driving brand access, awareness and relevance Product • 10 Cinnabon Mini Rolls topped with signature cream cheese frosting Launch Details • Launched in October 2018 • 6,3OO locations nationwide • International expansion based on US success Integrated Marketing Support Tactics • TV • Social/Digital • Search • In Store POP Key Results • Sold 145M+ Cinnabon Mini Rolls in 2020 • #1 selling dessert on the menu • Significantly drives check and attracts new guests • Crew Incentives • Pizza Hut Rewards • Promotions • Public Relations • Email • Website
- 8. Key takeaways on the licensing model ✓ Start and end with the consumer/customer ✓ Define the licensing business model ✓ Consider the brand/franchise ecosystem ✓ Identify licensing goals and success criteria ✓ Implement a defined process and team ✓ Establish and align product and branding guardrails ✓ Drive joint marketing/business plans with partners
- 9. Cinnabon - Pizza Hut partnership continues to drive sales and provides more access for Cinnabon fans. Questions