01 brand protection team webinar 2013 handouts
TRANSCRIPT
Prepared by Metka Glas
January 2013
Brand Protection Team
„Getting to know“
WHY? We need
Counterfeiting is the illegal production and sale of
goods, including packaging commonly called
„knockoffs“, fake products, meaning unauthorized
(without the brand owner‘s approval) copy or imitation
of e.g. designer clothing, watch, medicine under a
brand name.
Many well-known brands are victims of counterfeiting.
Product Counterfeiting
What is Counterfeiting?
Original or Fake?
ERA magazine / July 2012
Counterfeiting – threat to consumers and company
In Europe customs inspects between 3-6% of all goods
that come into the country. In 2011 EU customs
authorities detected more than 91.000 cases with a
total of almost 115 million articles involved. The
domestic retail value of these infringing articles
represented over 1.2 billion Euros.
The rise in number of cases mainly results from the
increase in detentions in the postal and courier traffic,
which is directly linked to internet sales.
EU customs
EU customs
Number of cases is increasing
• Severe threat to consumers and company
• A direct loss of revenue
• A reduction in the company goodwill
• A negative impact on the ROI for marketing, research & development expenses
• Possible increasing number of liability claims due to bad imitations
• The emergence of future competitors (new counterfeits)
• Loss of jobs
• Etc.
Product Counterfeiting
Challenges
Your Back Will Be Grateful! www.kosmodisk.com
.
• Team of 3 ladies that worked before on Kosmodisk
• Over 20 years of experience in Studio Moderna
• With the mission: CATCH THE BAD GUYS
Contact: [email protected]
Brand Protection Team (from September 2012) Who we are
METKA GLAS
Brand Protection Team Who we are
Head of Brand Protection team
Skype: metkag
Phone: +3861 5899941
METKA GLAS Metka as a Head of the team, is responsible for establishing brand
protection & anti-counterfeit strategy, conducting trainings and education as well as reporting to senior management. Before Metka has been engaged with Kosmodisk brand for almost 11
years, caring for it as a step-mom and last 2,5 years dedicated lots of energy in establishing and managing internal Direct Marketing Academy.
Loves people, exploring new countries and cities, tennis. Friends will describe her as very positive, passionate, determined, organized and caring.
Brand Protection Team Who we are
ALENKA ČRNIČ
Brand Protection Team Who we are
Skype: al10987
Phone: +3861 5899943
ALENKA ČRNIČ Alenka is gathering IP documentation, together with Legal Department, info about products, controls the MM portal‘s work and daily searches and enforces counterfeits on marketplaces. She also prepares reports, comparison between fake and original product; assists in implementation of product protection and does all the operational work which can help countries in the fight against counterfeits.
Very persistent and reliable, loves our brands, just give her a bike or a train and you‘ll find her here looking for counterfeits. Realistic optimist or down to earth – looking for 85% compliance rate of listings for all the brands .
Contact: [email protected]
Brand Protection Team Who we are
PETRA PUCELJ
Brand Protection Team Who we are
Skype: ppucelj
Phone: +3861 5899827
PETRA PUCELJ Petra is taking care of websites online monitoring as well as
helping with training and education. If there is a website which is infringing our brands or 3rd party brands in only one letter or word, Petra will hunt it down and do everything that's in her power that infringing material will be removed from the website
and that our customers will continue to be safe and protected from fake products.
Whether at work or in her private life Petra is trustworthy, smiley,
harworking and persistent. She loves all kinds of sports, reading
books, eating chocolate and travelling.
Contact: [email protected]
Brand Protection Team Who we are
1. Protect our brands and 3rd party brands (core products)
2. Monitor markets, websites (central online & off-line)
3. Identify key infringers (globally & locally) & take actions
4. Send clear message to customs, consumers and partners
5. Be honest & educate consumers (raise awareness)
6. Provide internal education for employees
… and much more
Minimize the manufacture and circulation (import, distribution, marketing) of the counterfeit products
Product Counterfeiting
Our Main Objectives
Developing Anti-counterfeiting Strategy
Legal Part Supply Chain
Control Monitoring
Training & Education
Marketing & Sales
IP Rights (trademark, patent, model, copyright) C&D Letters Legal Measures Domain management*
Product protection (packaging) &
manufacturing R&D Co-operation with customs Distributor - delivery system & controls
Knowledge & Market insights (country specifics) Internal vs. External support Online monitoring
Internal (brand, marketing & sales managers, management customer service)
External (partners, consumers)
Integration into marketing & sales activities Product registration Etc.
HOW? We do
Priority I
Monitoring
(online & offline)
Marketplaces, Websites, Paid Search
MarkMonitor® Marketplaces monitoring
31
marketplaces
Market places monitoring
Central monitoring (online)
Priority II
Product Protection & Registration
(authentification technology)
Case: KOSMODISK® Communication & Usage of tesa Holospot® features
Priority III
Education, Training & Cooperation
(employees, customers, distributors, retailer, customs, agencies etc.)
For customs, police etc. Product Inspection Reports
Educating & Informing Customers
Brand Protection Guidelines (online)
Internal Education / Every second month Brand Protection Newsletter
Brand Protection Team Contact us on …
Thank You
Do you want to know more? Don‘t miss the webinars that we prepare.