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BACKGROUND

When it comes to immense style, sophistication and performance in the motorbike category, paired with a deep sense of commitment to the racing world, Ducati has been living up to these attributes since 1946. Ducati’s sport-inspired motorcycles are authentic icons of “Made in Italy”, and are distributed in 90 countries around the world together with an extensive range of associated accessories and technical and lifestyle apparel. With such immense brand aspiration to its credit, Ducati was keen to grow its brand’s awareness and connect with India’s brand-conscious youth.

 

APPROACH & RESULT

LicenseWorks efficiently identified two product categories – Watches and Mobile Phones, which are both high-involvement categories, for brand extension partnerships. We reached out to leading companies across these two categories and identified licensees that understood both the equity transfer as well as the intrinsic value of the Ducati brand with consumers.

 

LicenseWorks helped launch high-quality co-branded products through strategic licensing partnerships with one of India’s largest watch manufacturer and the largest consumer electronics company. Ducati’s design team worked together with licensees’ design teams to develop an exclusive range of products, that delivered on the Ducati brand promise. As a result, Ducati gained access to the young Indian consumer, along with new retail distribution channels and incremental revenues. Ably supported by strong marketing and PR campaigns, the launches led to an immense buzz around Ducati as well as its partner brands.