You have been appointed by the NBA as Head of Brand Development, Licensing & Merchandising for India

Your objectives are to implement, in the country, to run and to develop everything regarding brand strategy, products development, retail, e-commerce and licensing and to sign partnerships with Indian domestic brands to increase awareness and visibility.

Quantitative

You have the objective to achieve a 3 years plan overall turnover of $15 million of licensing revenues (aggregated)

Qualitative

You have the objective to be present as far as possible everywhere in the country to engage contacts with every type of potential consumer wherever they buy goods and whatever their incomes could be.

Questions:

1. How do you plan to stretch the brand unto licensed categories of product to reach every type of client?
2. How do you plan to build a brand experience in India ? How could you propose NBA to be different from all the other sports entertainment offers ?
3. What are your 3 first decisions to achieve the objectives ? Develop what could be your brand and merchandising strategy ?
4. What would be your 5 categories of products or services to focus on in order to tell a different story in sports that could reach indian population ?