|
MARKET RESEARCHES
Licensing Italia has introduced into Italy a system of market research specifically aimed at companies operating in the licensing market that require cognitive tools to support their decisions on the acquisition of licenses.
Market research is one of the tools Licensing Italia uses, together with its expertise and wealth of information in the area of licensing, to offer a comprehensive consultation and thereby increase the potentialities of success and of economical return of the licensing investments of its customers.
European Licensing Market Overview
in collaboration with PwC
Osservatorio Licensing
Quantitative research about characters and brands in Italy, in collaboration with C.R.A. (Customizes Research & Anlaysis)
The main research driven by Licensing Italia is Osservatorio Licensing, the first quantitative research conducted in Italy about Characters market. Osservatorio Licensing is a Multiclient tool for all Companies who want to understand licensing as marketing lever.
Licensing Italia conducts Osservatorio Licensing since 2007 in collaboration with con C.R.A. - Customized Research & Analysis, sattled in Milan. Research allows you to:
 mesure character potential considering your tagert;
estimate the character positioning comparing the figure with benchmark predented in a growing data-base
use information, able to complete and integrate to the company needs;
The quantitative analysis is carried out through the TELEPANEL: a panel, representative of Italian households, with 800 measurement points throughout the country, connected through a PC with the CED of C.R.A.
For “LICENSING OBSERVATORY" a sample of approximately 4,800 individuals aged 6 to 49 years is used, together with mothers with children from 3 to 5 years and it estimates the value of more than 250 characters and brands through 4 indicators:
Reputation
Sympathy
Intention to buy
Adaptability to product category
All characters are analyzed on 11 targets (M/F 6-9 years old, M/F 10-13 years old, M/F 14-17 years old, M/F 18-24 years old, M/F 24-49 years old, mothers)
Focus Group
Qualitative research, in collaboration with C.R.A.
In support of the quantitative research, Licensing Italia also conducts for its customers qualitative analysis through Focus Groups, aimed at investigating specific issues related to licensing.
Licensing Italia uses qualitative research with the aim of integrating the results of quantitative research and of supporting decision-making processes of companies regarding licensing.
EuroToys
in collaboration with NPD
Di particolare interesse per il settore del licensing, è la ricerca EuroToys® , condotta a livello europeo sul settore del giocattolo. EuroToys® è la principale fonte di informazioni di mercato sia su base retail che su base consumer on-line. Fornisce alle aziende che operano nel settore del Traditional Toys e del Licensing, informazioni di vendita e marketing necessarie per poter prendere decisioni di tipo tattico e strategico. Le metodologie e le definizioni sono comparabili in tutta Europa; la struttura del mercato è uniformata agli U.S.A per sviluppare analisi di trend attraverso un universo globale. EuroToys® sviluppa reportistiche sulle vendite in unità , in valore, con le relative quote di mercato, prezzi e distribuzioni, analisi demografiche dei consumatori, occasioni d’acquisto e molto altro.
Of particular interest in the field of licensing is the research Euro Toys® , conducted at European level on the toy industry. EuroToys® is the leading source to get information both on retail based and consumer online. Provides companies operating in the field of Traditional Toys and Licensing, sales and marketing information necessary to take tactical and strategic decisions. The methodologies and definitions are comparable across Europe; the market structure is standardized to the U.S. to develop trend analysis through a global world. EuroToys® develops reports on unit sales, by value, with its market share, pricing and distribution, demographic analysis of consumers, buying opportunities and more.
|
