PROSPECTS OF THE CHILDREN'S LICENSING MARKET IN RUSSIA AND WORLD

Abstract

With the ever-increasing competition in modern market conditions, it is quite clear that achieving stable development without cooperation between companies in the format of various relationships is almost impossible. The enterprises elaborate different strategies of development, contributing to improvement, preservation of leading positions and satisfaction of needs of both the company and consumers. The purpose of this work is to study the marketing approach to the formation of partnerships in the activities of companies. The analysis of Russian and global licensing market was based on LIMA data and IPSOS COMCON research. In order to obtain generalized estimates, a sample of licenses for companies operating in the market of children's goods was selected, as well as a quantitative study (online survey) was conducted using Google forms, to assess the popularity of one of the proposed license programs.