What role does licensing play in the marketing and promotional strategies of a company?
KG: Licensing is a part of the marketing mix but for many companies it can be the single most important part of that mix. A relatively small company can greatly increase its profile by associating itself with a well-known licence / brand, both to retailers and to consumers. Similarly, licensed promotions can enhance the value of strong but ‘unexciting’ brands. For instance, basic foods like rice or bread, washing and grooming products like soap or toothpaste, can gain much by a licence with a ‘glamour’ brand, such as a movie or a hot TV show. BL: How would you compare the Indian licensing scenario with international licensing? KG: The Indian market is small, but full of potential. Given India’s highly-educated and growing middle class, the market could build quickly. Indian businesses can acquire licensing expertise and know-how relatively easily, so rapid growth is a realistic prospect. The UK is one of the world’s main centres for licensing rights, so India’s strong links with Great
