RAC - Inheriting an existing programme

2009

Having met all of the existing licensees, our first job was to organise the products into clearly defined categories so that existing partners had a structure to grow within whilst new partners could clearly identify product opportunities.

With this structure in place, we were then able to start approaching new licensees as well as retailers with a clear product offering, rather than have individual licensees make their own approaches. 

Within 9 months of our appointment we secured a listing for RAC products within Tesco and one major trade retailer. We have new licensees in place in several categories, and the existing licensees have one point of contact for all activity. We look forward to taking the RAC licensing programme from strength to strength.

Key Learnings

Structuring your licensing programme according to clearly defined product categories will allow licensees to grow with the programme. Providing one point of contact for retailers and licensees offers vital continuity.