cartoon network: the power of kids licensing
DESCRIPTION
Презентация на конференции Секреты детского маркетинга, 2010TRANSCRIPT
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The Power of Kids LicensingJason Rice, Licensing Director
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Russia Market Overview?•
Transitional period for Russia market
•
Russia is now becoming a serious contender in the global market of licensing and merchandising:
Increasing purchase power
Changes in consumer behaviour
Accelerated development of TV and other mass media
•
Retail turnover has exceeded $400billion per year over the past five years
•
In 2009 the Russian children’s market increased by 16% up to $10billion with growth of 13 to 16% predicted over the next five years
Comcon
2009
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CN Microsoite on Tvidi.ru, largest Russian Kids Web Portal
Dedicated CN website launching late Autumn 2010
Branded Prime Time CN Blocks on TV3 and Ren TV
Cartoon Network Russialaunched October 2009
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A Franchise Management Approach
•
Co-ordinated roll-out across markets –
TV, Syndication, L&M
•
Shared content, assets and timings
•
FM process ensure we create and source best brands through pooling resources across EMEA
•
Reduces costs and maximises commercial upside
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A Quick Case Study….
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Show Essentials•
Created by Craig McCracken
•
3 Emmy
nominations -
1999, 2001 & 2004
•
78 half-hour episodes
•
Primary Show audience = 4-
12 yr old girls
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Brand SegmentationDesignerGirls 13-25Brand Driver
High StreetGirls 13-25Revenue Driver
High Street/MassGirls 4-12Revenue Driver
Marcus Lupfer/Selfridges Tom van Lingen/ Colette La Casita de Wendy/ EKS
BershkaTopshopPimkieClockhouse
AdamsECIC&A
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Apparel & Footwear
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Bags & wallets
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Gift & Stationery
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Accessories & Personal Care
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Helmets & Trainers
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Adidas - Shoes
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Bershka
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Gaudi Catwalk -
Barcelona
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Gaudi Catwalk -
Barcelona
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Branded Environments & Live Entertainment
THEMED ATTRACTIONS
LIVE
Retail ParksCafesPop-Up
Appearances Interactive Events
Mini Shows Stage
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National CampaignsNational
Campaigns
Channel Events
Channel Events
PublishingExpansionPublishingExpansion
PromotionalLicensing
PromotionalLicensing
iPhoneApps
iPhoneApps
Online Game Creator
Online Game Creator
DVDDVDPersonalappearances
Personalappearances
VideoGamesVideo
Games
Live ShowLive Show
Extend your brand across key consumer touch-points
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Infrastructure…
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Decide Your Product Strategy
Primar
y
Secondary
Tertiar
yExample:Primary
Toys
Publishing
BTS
Gift & Novelty
Secondary
Apparel
Accessories
Footwear
Sporting goods
Accessories
Homewares
Tertiary Consumer Electronics Interactive Pet Accessories
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Retail Strategy
High - End
Mid
High Street/Mass
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Direct to Retail Model•
Bespoke retail licensing programmes
•
Allows us to build long-term relationships with key retail partners
•
Enables our licensing programmes to get to market quickly and establish desired in-store presence
•
Creates compelling destinations for our brands and our retail partners in consumers’
minds
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Premiere Screenings
Alien Swarm Premiere ScreeningMoscow, 6 Dec 2009
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Kids Events….
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2006 2008 2009 2010
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Supports Product Evolution
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CN Studios Co-Production Acquisition
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And finally….
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Jason Rice, Licensing Director
Cпасибо!