Research on the presence of character licensing in India. A research was done locally among school children and their parents

2. Character
Licensing?
A Licensing
Agreement
A Character
Royalty
Manufacturing
&
Retailing

3. Cute animated characters
Cool t-shirts
Disney characters
Consumer awareness
Licensing and retailing
Popularity of characters among
the youth
Flowers, motifs on tees
Moms choosing clothes for kids
Simple, plain stationeries and
other utilities.

4. Why it works?
KIDS!!

5. A REPORT SUBMITTED BY LIMA
60%
40%
AGE OF CONSUMERS
Consumers
above the age of
15
Consumers
below the age of
15
Of which it is reported that they
spend 4-5 hours daily over
television

6. Q. What is your favorite
channel?
The % share of Most Popular KIDS' Channel on TV
34%
15%
13%
22% 16%
DISNEY CHANNEL
NICKELODEON
POGO
CARTOON NETWORK
OTHERS

7. Q. What are the favorite characters
of the children between the age of 8-
14?
35
30
25
20
15
10
5
0
DOREMON HANNAH
MONTANA
The TOP 5 Favourite shows
SHINCHAN CHOTA
BHEEM
BEN 10
DOREMON
HANNAH MONTANA
SHINCHAN
CHOTA BHEEM
BEN 10

8. Q. Write any five things you have,
has a picture of your favorite
character?
35
30
25
20
15
10
5
0
The MOST COMMONLY USED CHARACTER on the Things Used by the
CHILDREN
BEN 10
DOREMON
SHINCHAN
HANNAH MONTANA
CHOTA BHEEM
TOM & JERRY
MICKEY AND MINNIE MOUSE
OTHERS

9. Q. Write any 5 things which you
want to have a picture of your
favorite character?
0 5 10 15 20 25
TOM & JERRY
CHOTA BHEEM
HANNAH MONTANA
SHINCHAN
DOREMON
BARBIE AND SUPERHEREOS
BEN 10
THE CHARACTERS STILL IN DEMAND
BEN 10
BARBIE AND SUPERHEREOS
DOREMON
SHINCHAN
HANNAH MONTANA
CHOTA BHEEM
TOM & JERRY

10. Market potential
Clothes
Kids
School
Utilities
Shoes
Mugs
Activity
Books
Room
Decor
Crockery
Games &
Toys

11. Q. Does your kid insist on buying
products and merchandises, which has
some cartoon, movie character or
television characters?
20% YES
80%
NO

12. Q. What are the things kids look
for in a product?
25 EXPENSIVE PRODUCTS
20
15
10
5
0
PRODUCTS WHICH
HAVE CARTOON
CHARACTERS
PRODUCTS PROMOTED
BY FILM STARS
FASHIOABLE/
TECHNOLOGICALLY
ADVANCED PRODUCTS
OTHERS

13. Q. WHICH IS A BETTER PRODUCT
FOR YOU?
87%
5%
8%
GOOD QUALITY,
REASONABLE PRICE
PRICE OVER QUALITY
ANYTHING YOUR KIDS
LIKE

14. Q. WHAT PROBLEMS DO YOU
FACE WHILE PURCHASING SUCH
PRODUCTS?
15%
18%
3%
27% 37%
LIMITED AVAILABILTY
LACK OF VARIETY
HIGH PRICES
LOW QUALITY
CANT SAY

15. 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?
THE PRODUCT CATEGORIES AND %age OF MOTHERS
35%
25%
10%
17%
8% 5%
who voted fro the same
HELATH / ENERGY DRINKS
MEDICINES
EDUCATIONAL BOARD
GAMES/ PUZZLES
FOOD ITEMS
OTHERS
CANT SAY

16. The next potential
target -
The
YOUNG
ADULTS College
students
Simpsons
Superhereos

17. Q. ARE YOU A BARND PERSON?
THE %age of PEOPLE WHO SAID THEY WERE A BRAND
72%
28%
PERSON
YES
NO

18. Q. What kinds of t-shirts, do you
prefer?
25
20
15
10
5
0
PLAIN, SIMPLE
TEES
PREFERENCES OF THE YOUTH TODAY
PRINTED WITH
MOVIE
CHARACTERS
PRINTED WITH
GAME
CHARACTERS
PRINTED WITH
CARTOON
CHARACTERS
ANYTHING
WHICH IS "IN"
PLAIN, SIMPLE TEES
PRINTED WITH MOVIE
CHARACTERS
PRINTED WITH GAME
CHARACTERS
PRINTED WITH
CARTOON
CHARACTERS
ANYTHING WHICH IS
"IN"

19. 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

20. Q. According to you, what is the reason behind
the popularity of use of characters in clothes
and accessories among the youth?
22%
13%
13%
22% 30%
ASSOCIATION/
RELATE TO
COOL, CHIC
ITS "IN"
THE LOOK , FEEL OF
IT
NOSTALGIA

21. WHEN ASKED IF THEY MISSED ANY
PRODUCT, THEY NAMED FEW
CHARACTERS WHICH THEY FOUND LOST
80%
20%
YES
NO

22. Q. One product which should be
available in the market with a character
print?
12
10
8
6
4
2
0
ACCESSORIES
LAPTOP ACCESSORIES
MOBILE ACCSSORIES
APPARELS
SHOES
OTHERS

23. INFERENCES
Lack 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.

24. 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

25. 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.

27. 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 relationship
lack of interest among retailers can be
avoided

28. 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
activities
costs are reduced and profits are stable.
lack of brand image
low risk of loss due to lack of brand
loyalty

29. 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.

31. DISNEY – The trendsetter!
Disney and Nerolac paints.
Swarovski and Popley.
Mickey Rock’ collection available at all
Reebok stores

32. Parag Milk Food Ltd
o Produces different flavors of cheese
o Brand name – Go cheezos
o Had been in an licensing agreement with
Warner Bros.
o Characters – Tom & Jerry
o Said to have increased the sales for the brand

33. Other major players:
Big Bazaar and Nick
India - Back To
School (BTS)
The launch of new
Zoop Collection, by
Titan.

34. EXPERIENCE
@
SOUTH CITY MALL

35. Problems faced
Low awareness
Piracy and counterfeiting
Implementation of law
Lack of knowledge

36. Conclusion
o Scope of product extension
o More investment from the licensors
o Spreading awareness – conferences
o Following up of the laws

37. THANK YOU!