Date post: | 28-Nov-2014 |
Category: |
Art & Photos |
Upload: | nirmala-last |
View: | 2,285 times |
Download: | 0 times |
Consumer Trends Impacting the Licensing Industry
– As a Disney Licensee Luke Lu 2007.11.20
A-DATA Confidential
Copyright© 2007 by A-DATA. All rights reserved.
2
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Agenda
A-DATA Technology
– Introduction
Why to be a Licensee ?
– Why Disney ?
– A-DATA Disney Series Products
Before Licensing Consideration of Licensing Essential factors of successful Licensing Biz. Acknowledge
3
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Fremont, USA Suzhou, China
Shanghai, China
Kowloon, HK
Beijing, China
The Netherlands
Shenzhen, China
India
LA, USATaipei, Taiwan
SubsidiarySubsidiary Future Locations HeadquartersHeadquarters
Established in May 2001Established in May 2001 Module: No.1 in Asia & No. 2 in the WorldModule: No.1 in Asia & No. 2 in the WorldFlash end product: No.1 in Asia, No. 4 in the WorldFlash end product: No.1 in Asia, No. 4 in the World
A-DATA
About A-DATAAbout A-DATA
4
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
International Design Award 2006~2007
5
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Why to be a Licensee ?
– Formally started the business of flash
memory application products in 2002
– No brand recognition yet among major
flash memory players.
– Leverage licensor’s brand to build up
A-DATA brand awareness.
– Differentiate from standardized flash
memory products.
– Door-knock of channel developing
6
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Why ?
– High brand recognition worldwide.
– Wide-range of customer segments.
– Impressive brand characters.
– Brand core value matching.
7
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Disney Consumer Electronics
8
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Licensed in U.S., Taiwan, China, H.K. and Thailand
A-DATA Disney Series – 2004~2006
9
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
What Happened to Nowadays Customers?
– Too many similar licensed products.
– Straight forward cartoon characters
can’t catch customers’ eyeballs anymore.
– Cost- performance effectiveness V.S.
simple character’s symbol.
10
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
IS SPECIAL ENTERTAINMENT WITH HEART.
FunCommunity
DecencyOptimism
InnovationStorytelling
Quality
Back to Basic
11
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
TA Lifestyle VS. Product Line Core
Age: 16-22 Male: Female=2:8Student, price-orientedRegard Disney Characters as partners.Like share news with friends
Age: 23-30Male: Female=3:7Office workerRegard Disney as a brand.Well-known of fashion news and lifestyle stuff
Age: 31-35 Male: Female=5:5Mostly family parentsHave consistent incomeRegard Disney as a love symbol/ child time memory.
Product Core
Family
Trendy
Funky
Love family activitiesInto less carbonized Disney productsTake life quality very seriouslyLove family tourNot price awareness
InsightTA
Love outdoor activitiesFashion tendencyLess price orientedLove newly design and funky stufffans of fashion& well-design products
Much into Cartoon Characters
Love new style of things
Care about the latest coming movies
Creative and optimistic
Fashion oriented lifestyle
Peer influence
Care about price
12
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
New Product Concept – 2007~2008
13
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
New Product Concept – 2007~2008
Digital Photo Frame
14
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
New Product Concept – 2007~2008
Digital Photo Frame
15
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
就是愛使White
最熱是火Red
紫醉沉迷Grape
New Product Concept – 2007~2008
16
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Something Like Mickey
Chapter 1
Work hard, play harder
17
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Chapter 2
With the Memory
18
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Chapter 3
Thru the Mirror
19
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Before Licensing
– What’s the purpose of licensing?
– What’s the anticipation return by licensing?
– Which licensor partner should approach?
– How many add-on value to customer via
licensing?
20
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Consideration of Licensing
– Licensor’s Brand recognitionhow could reach target customer?how to communicate with customer?which price point (with royalty) customer would buy?
– Licensor’s reputation– Royalty– Scope of licensing
Product category / Territory / Brand character Exclusive or Non-exclusive Authorized customers and channels
– Work closely with the licensor
21
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
Essential factors of running successful Licensing Biz.
More than 4P ~
22
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
A-DATA Confidential
Copyright© 2007 A-DATA. All rights reserved.
A-DATA Confidential
Copyright © 2007 by A-DATA. All rights reserved.
Acknowledge ~
Special thanks to The Walt Disney CompanyMr. Henry Cheung
Regional Director, Asia Pacific DCP.
Mr. Sean Wei
Senior Creative Manager, Asia Pacific DCP.
Ms. Tina Chen
Category Manager, Taiwan DCP.
Ms. Rebecca Lin
Product Development Executive, Taiwan DCP.
Ms. Pauline Chang
Category Coordinator, Taiwan DCP.