The aggressive merchandising plans are keeping MTV on its toes. The busy June saw the launch of MTV innerwear for men. The brand launched its ‘Roadies’ range of innerwear through a licensing tie-up with Crusoe. After foraying into innerwear, lingerie, footwear, adventure bikes, eye-wear and other consumer products categories, MTV has announced its plans to foray into another significant youth category - personal care. MTV has entered into a licensing agreement with Global Fragrance, India’s leading aerosol, perfumes and cosmetic manufacturer, to launch MTV range of body sprays and eau de toilettes for men and women. MTV personal care products will be available in August this year at various retail points. Announcing the latest addition to MTV merchandising kitty, Sandeep Dahiya, Senior Vice President – Consumer Products and Communications, Viacom18 Media Pvt Ltd, informs that MTV is always targeting typical MTV audience from 15-34 years, both males and females, across India. These products are priced more on the premium side. A deodorant will cost Rs 150, whereas eau de toilettes will cost between Rs 499-599. It will be differentiated, right from the manner in which fragrances made, positioning, packaging and marketing. These products will be distinctly youthful, vibrant, full of attitude in sync with MTV brand image and marketed across all platforms. The packaging will have a look and feel that is exciting and will have the quality to grab the youngsters’ attention. While choosing Global Fragrances as the licensee partner for manufacturing and distributing the product s, Dahiya comments, “They are one of the leading manufacturers of the country, with state-of-the-art, large manufacturing facility. They have the capacity to produce 300000 units everyday. They are already manufacturing for Reebok, Elder Pharmaceuticals and many more. The company has great distribution network and so from day one these products will be available at 100000 retail touch points. Introduction of any new product is preceded by consumer research. In the same line, MTV carried a survey to understand the top 10 categories wherein youths spend and which they’re interested about. And deodorants are must for the wardrobes of this young population.
Promotion and future plan
The promotion of these products involve innovative marketing to give required 360 degree push across all platforms including TV, print, digital and on-ground which includes exciting events.
As far as future plan is concerned, MTV will be launching condoms soon. The motorbike in partnership with Firefox will be launched in two weeks and within coming two months there will be launching of various interesting products. Dahiya reveals, ”After foraying into more than 17 product categories, we will expand our portfolio to top 20-25 product categories for the youth, which will include both conventional and non-conventional product categories.” Through merchandising, MTV generates 8-9% of total revenue, and from its licensees generally receives a royalty fee of 8-15% of total sales, depending on the product.