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| Topic: |
Miscellaneous
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| Number of pages / Number of words: |
20 / 5368 |
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Most merchandising deals are done on a minimum guarantee basis which according to market sources varies form Rs 75 lakhs to 2 crore.
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While marketers still talk about intangibles like positive rub off to the brands, there are instances of the change in the way merchandising is looked at as a potential revenue stream...
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Retail is where the players are putting their bets on. Brands such as Shopper’s Stop, Pantaloons, Reebok and Tanishq have benefitted from associations with the respective movies right from inception.
While Krrish was a resounding success for Pantaloons making retail honcho Biyani re-look at the potential of movie merchandising, recounting the experience of Shopper’s Stop association with Om Shanti Om (OSO), CEO Govind Shrikhande believes revenues came in because both parties worked together as channel partners...
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General points of the essay
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