FRANCE: REVIEW OF THE LICENCES MARKET
Article Abstract:
The French character licences market is estimated at FFr 30bn. In the clothing and accessories market, character licenses represent 28% of the total value, followed by trading/playing cards and publishing with 25%; toys and video games with 14%, and food with 9%. It is estimated that children, especially the 2-to 14-year-olds represent 80% of the European license market. Licenses are a way for small and medium-sized companies to penetrate retailing, and to position themselves on certain segments in order to withstand the predominance of private labels. The licensees are becoming increasingly demanding, particularly in terms of marketing mix. In order to obtain a license, the licensee must have sufficient financial resources and an international organisation which allows it to manage the approval deadlines for licenser. The agreement signed by Carrefour and Club Med for the creation and distribution of a line of sportswear clothing is a first in France. Ultimately the retailers can themselves handle licences directly, as is done in the United Kingdom where Marks Spencer has asked licensers to deal directly with its own suppliers.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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FRANCE/WORLD: SPORTS SPONSORSHIP MARKET
Article Abstract:
According to estimations, the world sports sponsorship market registers 10% growth per year, standing at US$ 20bn today. The French market represents 5% of this market in value, with FFr 7bn. It is trade and retail sectors which seem to focus on sports sponsorship. The reasons for this are that it brings rapid recognition of the company brand, and it improves company image or notoriety, particularly if sponsorship is integrated in a world-wide communication policy. Sponsorship costs vary according to different sports. The annual cost financing a Formula 1 team stands between FFr 120mn and FFr 350mn, compared to FFr 50mn for a cycling team, FFr 30-40mn for a second division football team and FFr 30-50mn for a catamaran sailing team. In terms of number of hours of television coverage on terrestrial channels, sponsorship of a football teams seems to be the most effective form of media, having benefited from 1,854 hours of coverage between 1996 and 1999. This is followed by tennis (843 hours), rugby (672 hours), basketball (630 hours) and cycling (561 hours).
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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FRANCE: CREATION OF DOCTOR.COM
Article Abstract:
The French agency, Lundi, Mardi, Mercredi, has recently created doctor.com, an on-line company image management site. With the mass retail sector as its target, doctor.com has set itself the aim of managing the whole of company's documents (leaflets, sales promotions, mailing, posters), and guarantee the coherence of its image, all for a price less than that of the normal asking price. As an exception, doctor.com should enable hypermarkets to save up to 15% in costs and 22% for supermarkets. It must be noted that doctor.com is a public relations manager and not a substitute to designers.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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