brand protection: in the face of mounting counterfeiting, diversion & other infringements
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Brand Protection: In the face of mounting counterfeiting, diversion & other infringements. Jim Mentone | Director, Consumer Global Brand Protection. Objective:. Create active collaboration g roup MFGs & Retailers : Help pr otect consumers & patients - PowerPoint PPT PresentationTRANSCRIPT
Brand Protection:In the face of mounting counterfeiting, diversion & other
infringements
Jim Mentone | Director, Consumer Global Brand Protection
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Create active collaboration group MFGs & Retailers:
• Help protect consumers & patientso Counterfeiting & diversion is serious and growing
• Support Branding & Consumer Confidenceo Manufacture & Retailer
• Support Business Growtho Alignment with business strategies
Objective:
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What’s a counterfeit?
• Fake product in a fake package?• Fake product in a genuine package?• The real product repackaged in a real or fake package?• The real product repackaged to extend a shelf life?• The real product from a different country repackaged?
• Yes!
• All / Any of the above
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Counterfeiting
• Apparel, DVDs, watches. . . money, cigarettes . . .
• But …. Healthcare??? Pharmaceuticals? Medical Devices? Consumer Products?
• Shampoo?, Soap?, . . . Really?
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Counterfeiting is a large and growing business
The World Health Organization (WHO) states that worldwide sales of counterfeit medicines could top $75 billion, a 90% increase in five years
30% of certain drugs consumed in developing countries are counterfeit
In Africa estimates are that 50% of the anti-malarias and HIV drugs are counterfeit
The Threat is Real ....
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Counterfeiting – an issue primarily outside US . . . RIGHT?
Estimates for US:1% of pharmaceuticals are counterfeit
5% of Consumer products and Medical Devices imported into the United States are counterfeit
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If you’re a category leader, you’re a target for counterfeiting
• In the last 5 years:– We have identified counterfeit products in every major category– We have identified counterfeit products in every region of the world– We have identified counterfeits in every channel of sale
• Counterfeiting is a problem for consumer goods and the healthcare industry in general!
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Diversion – Not Just a Business Issue
Diversion may result in mishandling or contamination of products
Diversion enables counterfeiters
Diversion is how counterfeits are inserted into legitimate channels
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Why Global Brand Protection (GBP)?
Patient SafetyPatient SafetyPatient SafetyReputation of the productReputation of the brandReputation of
the manufacturer & Retailer
Legal liability
Centralized Brand Protection function consists of Global Sector Leads for strategy and regional coverage
Regional (cross-sector) Leads for emerging markets
Central support for anti-counterfeiting (ACF) technology and programs
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Safe & Secure Supply Chain
1. Incident Reporting and Management2. Awareness and Education3. Market Monitoring4. Commercial Insights5. Distributor Compliance6. External Manufacturer 7. Product Protection8. Product Returns and Destruction9. Transportation Security10. Facility Security
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1. Incident Reporting and Management
2. Market Monitoring
3. Commercial Insights
• Prompt reporting and management is critical to protect our patients
• Monitoring can identify issues before a product is dispensed to patients
• Internally available commercial data can guide our monitoring efforts and help investigate incidents
Safe & Secure Supply Chain Practices
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4. Awareness and Education
5. Distributor Compliance
6. External Manufacturer
• Awareness and Education can further our efforts by involving all associates and business partners
• Contractual language and proper due diligence can create a safer supply chain
• Implementation of measures to mitigate the inherent risks associated with using an external partner in a global supply chain
Safe & Secure Supply Chain Practices
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7. Product Protection
8. Product Returns and Destruction
• Risk-based assessments for new products
• Technology is applied based on level and type of risk
• Not serialization!
• Eliminate possibility of counterfeit product being restocked and sold
• Reduce possibility that product meant for destruction ends up in the grey market
Safe & Secure Supply Chain Practices
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9. Transportation Security
10. Facility Security
• Proper transportation security can reduce theft and pilferage, reducing source of product for grey market
• Facility security is vital for both finished goods and for WIP and packaging materials
Safe & Secure Supply Chain Practices
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Need to create active collaboration group:
• Protect consumers & patientso Counterfeiting & diversion is serious and growing
• Preserve Branding & Enhance Consumer Confidenceo Manufacture & Retailer
• Support Business Growtho Alignment with business strategies
Summary:
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Thank You!For more information,
please contactJim Mentone
[email protected](908) 904-3523