Genuine Products, Genuine Benefits

1,949 views

Published on

A presentation covering consumer trends, and trends within counterfeiting, and posing the Q - what happens when you combine these 2 sets of trends? What could this mean for authentication?
The premise of the presentation is 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?

Published in: Technology, Business
  • Be the first to comment

Genuine Products, Genuine Benefits

  1. 1. Genuine Products, Genuine Benefits - Setting the scene Cambridge Network – Consumer Products SIG event – 26 th May 2010 Ruth Thomson REAL FAKE
  2. 2. Context <ul><li>This presentation was given at the inaugural Cambridge Network Consumer Products & Supply Special Interest Group meeting. </li></ul><ul><li>The event was entitled ‘Genuine Products, Genuine Benefits’. </li></ul><ul><li>There were 2 other presentations from </li></ul><ul><ul><li>Colin Peacock,   Director, On Shelf Availability, Shrink & Brand Protection for P&G. </li></ul></ul><ul><ul><li>Franck Bourrieres,   COO of Prooftag </li></ul></ul><ul><li>http://www.cambridgenetwork.co.uk/events/article/default.aspx?objid =69668 </li></ul>
  3. 5. We work across a wide range of security and brand protection technologies Data Analysis Secure Communications System Integration Reader Development Distributed Secure Systems Disposable Authentication Authentication System Design Software Architecture Background to Cambridge Consultants Smart Packaging Brand Protection Strategy Vulnerability Analysis
  4. 6. For today’s talk… … what could this mean for authentication? + Consumer trends = ? Counterfeiting trends
  5. 7. <ul><li>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? </li></ul><ul><li>In other words, providing a means of delivering genuine benefits as well as genuine products? </li></ul>
  6. 8. For today’s talk… … what could this mean for authentication? + Consumer trends = ? Counterfeiting trends
  7. 9. BRAND TRANSPARENCY <ul><ul><li>Consumer Power! </li></ul></ul><ul><ul><li>‘ See Through’ Brands </li></ul></ul><ul><ul><li>Demand for conversation with brands </li></ul></ul><ul><ul><li>‘ Right of Reply’ </li></ul></ul>Consumer trends
  8. 10. Consumer trends BRAND TRANSPARENCY - examples
  9. 11. Consumer trends BRAND TRANSPARENCY - examples
  10. 12. NOW GENERATION <ul><li>“ I don’t want it in 10mins, I want it NOW!” </li></ul><ul><li>Immediacy of… access to information… service… products…connectivity… people….is now an expectation </li></ul><ul><li>Life on-line has become ‘real time’ </li></ul><ul><li>Aided and abetted by increased connectivity </li></ul>Consumer trends 1.8 billion consumers are now online + >4B mobile phone subscriptions worldwide http:// www.internetworldstats.com/stats.htm and UN report
  11. 13. NOW GENERATION - examples Consumer trends
  12. 14. NOW GENERATION - examples Consumer trends
  13. 15. GREEN <ul><li>‘ Eco-’ everything! </li></ul><ul><li>Increasing consumer awareness of C footprint </li></ul><ul><li>‘ green credentials’ are now required </li></ul>Consumer trends ECO – EVERYTHING!
  14. 16. GREEN - examples Consumer trends
  15. 17. GREEN - examples Consumer trends
  16. 18. GREEN - examples Consumer trends
  17. 19. SERVICE IS THE NEW SELLING <ul><li>In the past.. brands sold products </li></ul><ul><li>Then… + brands sold the aspiration of a lifestyle </li></ul><ul><li>Now…. + brands are assisting people with their day-to-day lives </li></ul>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)
  18. 20. SERVICE IS THE NEW SELLING - examples Consumer trends
  19. 21. SERVICE IS THE NEW SELLING - examples Consumer trends
  20. 22. For today’s talk… … what could this mean for authentication? + ? <ul><ul><li>Consumer trends </li></ul></ul><ul><ul><li>TRANSPARENCY </li></ul></ul><ul><ul><li>NOW Generation </li></ul></ul><ul><ul><li>GREEN </li></ul></ul><ul><ul><li>Service is the New Selling </li></ul></ul><ul><ul><li>…… </li></ul></ul>= ? Counterfeiting trends
  21. 23. For today’s talk… … what could this mean for authentication? + ? <ul><ul><li>Consumer trends </li></ul></ul><ul><ul><li>TRANSPARENCY </li></ul></ul><ul><ul><li>NOW Generation </li></ul></ul><ul><ul><li>GREEN </li></ul></ul><ul><ul><li>Service is the New Selling </li></ul></ul><ul><ul><li>…… </li></ul></ul>= ? Counterfeiting trends
  22. 24. Historically associated with forging of bank notes, counterfeiting has spread into other potentially less challenging but more lucrative areas
  23. 25. What is the impact of counterfeiting? What are the trends? <ul><li>It’s a BIG problem - Impact on world trade estimates range from $200B to $700B </li></ul><ul><li>The SCOPE is increasing – there is a notable shift from luxury to common products </li></ul><ul><li>Increasing REGULATION </li></ul>
  24. 26. Further trends in counterfeiting <ul><li>Increasing skill of the counterfeiter </li></ul><ul><li>Increasing infiltration of legitimate supply chains </li></ul><ul><ul><li>Counterfeit goods are no longer restricted to informal markets </li></ul></ul><ul><li>Increasing use of the internet as a distribution channel </li></ul><ul><li>BUT there is an opportunity to use authentication as a marketing tool </li></ul><ul><ul><li>authentication as a ‘value add’ rather than a ‘necessary evil’? </li></ul></ul>
  25. 27. Technology + rigorous system level thinking Combating counterfeiting…
  26. 28. … + understanding user interactions Combating counterfeiting…
  27. 29. Layers <ul><ul><li>Layers in-terms of technology </li></ul></ul><ul><ul><ul><li>Tamper evident / tamper proof </li></ul></ul></ul><ul><ul><ul><li>Track & trace , serialisation </li></ul></ul></ul><ul><ul><ul><li>Authentication - overt / covert / forensic </li></ul></ul></ul><ul><ul><li>Layers in-terms of strategy </li></ul></ul><ul><ul><ul><li>Law enforcement is a stakeholder </li></ul></ul></ul><ul><ul><ul><li>IPR </li></ul></ul></ul><ul><ul><ul><li>Use of technology </li></ul></ul></ul><ul><ul><ul><li>Education of stakeholders </li></ul></ul></ul>Combating counterfeiting…
  28. 30. Today’s talk… <ul><li>Counterfeiting trends </li></ul><ul><li>Size and scope increasing </li></ul><ul><li>Regulations increasing </li></ul><ul><li>Skill of counterfeiters increasing </li></ul><ul><li>Infiltration of legitimate supply chains </li></ul><ul><li>Use of internet increasing </li></ul><ul><li>…… </li></ul>… what could this mean for authentication? + <ul><ul><li>Consumer trends </li></ul></ul><ul><ul><li>TRANSPARENCY </li></ul></ul><ul><ul><li>NOW Generation </li></ul></ul><ul><ul><li>GREEN </li></ul></ul><ul><ul><li>Service is the New Selling </li></ul></ul><ul><ul><li>…… </li></ul></ul>= ?
  29. 31. Genuine Products AND Genuine Benefits <ul><ul><li>= another ‘layer’ of protection + enhanced consumer engagement </li></ul></ul><ul><ul><li>What’s the business benefit that consumer authentication could bring to your brand? </li></ul></ul><ul><ul><li>Can authentication in the hands of the consumer compensate for weaknesses within the supply chain? </li></ul></ul><ul><ul><li>What makes an authentication technology good for your consumers? </li></ul></ul>+ Consumer trends Counterfeiting trends
  30. 32. Contact details: <ul><li>Cambridge Consultants Ltd Cambridge Consultants Inc </li></ul><ul><li>Science Park, Milton Road 101 Main Street </li></ul><ul><li>Cambridge, CB4 0DW Cambridge MA 02142 </li></ul><ul><li>England USA </li></ul><ul><li>Tel: +44(0)1223 420024 Tel: +1 617 532 4700 </li></ul><ul><li>Fax: +44(0)1223 423373 Fax: +1 617 737 9889 </li></ul><ul><li>Registered No. 1036298 England </li></ul><ul><li>[email_address] </li></ul><ul><li>www.CambridgeConsultants.com </li></ul>© 2010 Cambridge Consultants Ltd, Cambridge Consultants Inc. All rights reserved.

×