Genuine Products, Genuine Benefits

08/04/23 Authent-P-013 v0.2w

Cambridge Network – Consumer Products SIG event – 26th May 2010

Ruth Thomson

Genuine Products, Genuine Benefits - Setting the scene

REAL FAKE

2 08/04/23 Authent-P-013 v0.2w© Cambridge Consultants Limited 2010

Context

This presentation was given at the inaugural Cambridge Network Consumer Products & Supply Special Interest Group meeting.

The event was entitled ‘Genuine Products, Genuine Benefits’.

There were 2 other presentations from

– Colin Peacock, Director, On Shelf Availability, Shrink & Brand Protection for P&G.

– Franck Bourrieres, COO of Prooftag

http://www.cambridgenetwork.co.uk/events/article/default.aspx?objid=69668


We work across a wide range of security and brand protection technologies

Data AnalysisSecure

CommunicationsSystem

IntegrationReader

DevelopmentDistributed

Secure Systems

Disposable Authentication

Authentication System Design

Software Architecture

Smart PackagingBrand Protection

StrategyVulnerability

Analysis

Background to Cambridge Consultants


For today’s talk…

…what could this mean for authentication?

+Consumer trends

= ?

Counterfeiting trends


I’d like to suggest that in a world where there is increasing communication and empathy between consumers and brands, Could it be that some of the systems set up to authenticate products could also provide a powerful new marketing tool to engage your consumers?

In other words, providing a means of delivering genuine benefits as well as genuine products?




+Consumer trends

= ?



BRAND TRANSPARENCY

• Consumer Power!

• ‘See Through’ Brands

• Demand for conversation with brands

• ‘Right of Reply’

Consumer trends


Consumer trends

BRAND TRANSPARENCY - examples


NOW GENERATION

“I don’t want it in 10mins, I want it NOW!”

Immediacy of… access to information… service… products…connectivity… people….is now an expectation

Life on-line has become ‘real time’

Aided and abetted by increased connectivity

Consumer trends

1.8 billion consumers are now online + >4B mobile phone

subscriptions worldwide

http://www.internetworldstats.com/stats.htm and UN report


Consumer trends

NOW GENERATION - examples


GREEN

‘Eco-’ everything!

Increasing consumer awareness of C footprint

‘green credentials’ are now required

Consumer trends

ECO – EVERYTHING!


Consumer trends

GREEN - examples


SERVICE IS THE NEW SELLING

In the past.. brands sold products

Then… + brands sold the aspiration of a lifestyle

Now…. + brands are assisting people with their day-to-day lives

Consumer trends

“It has never been more important to turn your brand into a service. Jaded, time-poor, pragmatic consumers yearn for service and care,

while the mobile online revolution (it's finally, truly here!) makes it possible to offer uber-relevant services to

consumers anywhere, anytime.” (trendwatching.com)


Consumer trends

SERVICE IS THE NEW SELLING - examples




+

?

Consumer trends TRANSPARENCY NOW Generation GREEN Service is the New Selling ……

= ?



Historically associated with forging of bank notes, counterfeiting has spread into other potentially less challenging but more lucrative areas


What is the impact of counterfeiting? What are the trends?

It’s a BIG problem - Impact on world trade estimates range from $200B to $700B

The SCOPE is increasing – there is a notable shift from luxury to common products

Increasing REGULATION


Further trends in counterfeiting

Increasing skill of the counterfeiter

Increasing infiltration of legitimate supply chains

– Counterfeit goods are no longer restricted to informal markets

Increasing use of the internet as a distribution channel

BUT there is an opportunity to use authentication as a marketing tool

– authentication as a ‘value add’ rather than a ‘necessary evil’?


Technology + rigorous system level thinking

Combating counterfeiting…


… + understanding user interactions



Layers

– Layers in-terms of technology

– Tamper evident / tamper proof

– Track & trace , serialisation

– Authentication - overt / covert / forensic

– Layers in-terms of strategy

– Law enforcement is a stakeholder

– IPR

– Use of technology

– Education of stakeholders



Today’s talk…

Counterfeiting trends Size and scope increasing Regulations increasing Skill of counterfeiters increasing Infiltration of legitimate supply chains Use of internet increasing ……


+Consumer trends TRANSPARENCY NOW Generation GREEN Service is the New Selling ……

= ?


Genuine Products AND Genuine Benefits

= another ‘layer’ of protection + enhanced consumer engagement

1. What’s the business benefit that consumer authentication could bring to your brand?

2. Can authentication in the hands of the consumer compensate for weaknesses within the supply chain?

3. What makes an authentication technology good for your consumers?

+Consumer trends Counterfeiting trends


Contact details:

Cambridge Consultants Ltd Cambridge Consultants IncScience Park, Milton Road 101 Main StreetCambridge, CB4 0DW Cambridge MA 02142England USA

Tel: +44(0)1223 420024 Tel: +1 617 532 4700Fax: +44(0)1223 423373 Fax: +1 617 737 9889

Registered No. 1036298 England

[email protected]

© 2010 Cambridge Consultants Ltd, Cambridge Consultants Inc. All rights reserved.

Genuine Products, Genuine Benefits

Technology

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