Luna Nameplate Industries (LNI) is a professional automotive badge manufacturer. Their business is conducted under a Business to Business (B2B) model, with the leading local and global (imported) automotive car companies. With the volatility of the industry, and the news that Ford, Holden and Toyota will progressively cease production in Australia, LNI felt pressure to investigate a longer-term direction for their business.
The Fan Emblems Brief
In 2013, LNI contacted Bugg Marketing Solutions via our website with an interest in making an enquiry as to whether they might be able to develop a Consumer Products (CP) business dealing in premium quality licensed emblems. We arranged an introductory meeting with LNI and discussed the available options with their team. With our experience in the industry, we were able to take a brief from LNI and set about developing a strategic plan for the business, underpinned by a desire to develop a CP division in their business. After much discussion, we concluded that the Super Hero angle was the most appropriate for their company at the time.
Bugg Marketing Solutions negotiated a license for LNI to the Warner Bros. DC Comics Super Hero stable of characters. We developed a short list of names for the business and Fan Emblems was born.Key takeaway from this Case Study
A unique online platform was soon developed and launched for LNI, including a website, social media presence and on-going program of exhibiting at many consumer shows around the comic book genre.
LNI have since exhibited at several shows, and the product is gathering momentum every day. We soon hope to secure global rights for Fan Emblems and we are actively investigating other key brands to further develop the program. LNI has a long-term goal for their new CP business to develop into a significant component of their overall business, and compliment their manufacturing programs.
What Did We Learn?
- Think carefully about threats to your business
- Identify a new direction to investigate
- Develop an angle for your new target market
- Source the licenses that are right for you
- Build the business with the longer-term in mind