Issue

Identification of brand challenges to the expansion of the product range in India and recommendations on step changing the licensed product business across all categories.

Intervention

The core audience of WWE is not one monolithic group but two major consumer segments namely young boys  (4-13 yrs) and teenagers (13+).  While the younger ones played with WWE products,  their older counterparts shared a much deeper association with the brand which they expressed through  TV viewing, collecting memorabilia and attending events.

Impact

Through various consumer  events for each segment, WWE  mobilised retail product  momentum by driving  accelerated off-takes of core  products. This was further  bolstered by the successful  launch of the WWE Loyalty  Program at Mumbai  COMICON.

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