01 brand protection team webinar 2013 handouts

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: brand.protection@studio-moderna.com

Brand Protection Team (from September 2012) Who we are

METKA GLAS

Brand Protection Team Who we are

Head of Brand Protection team

metka.glas@studio-moderna.com

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.

metka.glas@studio-moderna.com

Brand Protection Team Who we are

ALENKA ČRNIČ

Brand Protection Team Who we are

alenka.crnic@studio-moderna.com

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: alenka.crnic@studio-moderna.com

Brand Protection Team Who we are

PETRA PUCELJ

Brand Protection Team Who we are

petra.pucelj@studio-moderna.com

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: petra.pucelj@studio-moderna.com

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@studio-moderna.com

Brand Protection Team Contact us on …

Thank You

Do you want to know more? Don‘t miss the webinars that we prepare.