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How to select authentication solutions according to your needs

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Fighting counterfeiting need a strategy which should include, analysis of problem, the organisation commitment towards fighting counterfeiting, the right selection of authentication solutions and its proper implementation.

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How to select authentication solutions according to your needs

  1. 1. ©2015 www.aspaglobal.com Authentication solutions Overview- How to select a solution according to your needs Nityanand S Shenoy President and Managing Director PRS-Permacel Private limited & Governing body member- ASPA
  2. 2. ©2015 www.aspaglobal.com Sequence of presentation • SEQUENCE CHANGE – How to select a solution as per your needs – Overview of Authentication Solutions
  3. 3. ©2015 www.aspaglobal.com QUIZ • Only 5 Questions • Answer- YES or NO
  4. 4. ©2015 www.aspaglobal.com How to select a solution as per your needs • Is there a magic solution to fight counterfeiting ?
  5. 5. ©2015 www.aspaglobal.com How to select a solution as per your needs • Can you eliminate counterfeiting ?
  6. 6. ©2015 www.aspaglobal.com How to select a solution as per your needs • Can you accurately measure the extent of counterfeiting of your product ?
  7. 7. ©2015 www.aspaglobal.com How to select a solution as per your needs • Can you tell accurately the financial losses due to counterfeiting of your product ?
  8. 8. ©2015 www.aspaglobal.com How to select a solution as per your needs • How well do you know about your counterfeiter. Do you have any SWOT analysis of him ?
  9. 9. ©2015 www.aspaglobal.com MAJORITY ANSWERS
  10. 10. ©2015 www.aspaglobal.com How do you now select a right solution, right technology or supplier and succeed in fighting this menace •4 Steps to success – Background work – Organisational commitment – Selection of solution – Implementation of solution
  11. 11. ©2015 www.aspaglobal.com How do you now select a right solution, right technology or supplier and succeed in fighting this menace •4 Steps to success –Background work – Organisational commitment – Selection of solution – Implementation of solution
  12. 12. ©2015 www.aspaglobal.com BACKGROUND WORK •FOCUS TO FIND ANSWERS TO – What Kind of Brand attack are you facing – Why are you facing this Brand attack – Do you have any measure – What are the implications to you as an organisation
  13. 13. ©2015 www.aspaglobal.com What Kind of Brand attack are you facing •Tampering the product or packaging or both with intention to steal, replace, modify, adulterate •Replicate the product or packaging or both with the intention of fooling the customer he is buying the original – Pass offs/look alike – Duplication – Counterfeit – All the above replications are called as SPURIOUS •Diversion of the product form the market it is supposed to be sold to other markets •Recirculation of the original packaging material and filled with substandard products
  14. 14. ©2015 www.aspaglobal.com Why are you facing this Brand attack •High price differential •Non availability of Genuine product •No means available to the end user to distinguish at point of purchase •Buyer and end user are different •Physical flow of goods and communication flow are different •Differential pricing policies followed for different markets
  15. 15. ©2015 www.aspaglobal.com Do you have any measure •Financial measure in terms of extent of duplication •Image loss measure
  16. 16. ©2015 www.aspaglobal.com What are the implications to you as an organisation •Parent company pressure •Pressure from regulators •Pressure from your channel •Pressure from your end users
  17. 17. ©2015 www.aspaglobal.com Background work-Results •You have a clear problem definition •You will know where to focus •You can take a YES or NO decision whether you wish to move ahead or not
  18. 18. ©2015 www.aspaglobal.com Background work-Results If decision is YES – Budget all the costs based on % of lost sales and impact on Brand • Solution cost • Solution usage costs • Customer education costs • Cost of raiding and legal actions • Cost of measurement – Protection cost to be part of marketing / brand building NOT Packaging – Fix milestones for review and period for usage of solution( 3-4 Years maximum
  19. 19. ©2015 www.aspaglobal.com How do you now select a right solution, right technology or supplier and succeed in fighting this menace •4 Steps to success – Background work –Organisational commitment – Selection of solution – Implementation of solution
  20. 20. ©2015 www.aspaglobal.com Organisational commitment •Is there a clear commitment from the TOP that this issue has to be addressed
  21. 21. ©2015 www.aspaglobal.com Organisational commitment •Who is the driver-CEO or PACKAGING or PROCUREMENT
  22. 22. ©2015 www.aspaglobal.com Organisational commitment •Does the organisation truly believe that it is their problem and not the Government problem
  23. 23. ©2015 www.aspaglobal.com Organisational commitment •Will Past failures due to wrong solution selection act as a deterrent
  24. 24. ©2015 www.aspaglobal.com Organisational commitment •Does the Organisation has a clear BRAND PROTECTION policy/ BRAND PROTECTION COMMITTEE
  25. 25. ©2015 www.aspaglobal.com Organisational commitment •Will PRICE CONTROL pose an issue
  26. 26. ©2015 www.aspaglobal.com Organisational commitment- Results •A committed CEO/organisation, with belief that it is my problem & not bogged down by price control/past failures is most likely to succeed
  27. 27. ©2015 www.aspaglobal.com How do you now select a right solution, right technology or supplier and succeed in fighting this menace •4 Steps to success – Background work – Organisational commitment –Selection of solution – Implementation of solution
  28. 28. ©2015 www.aspaglobal.com Selection of Solution •Solution model •Solution technology •Solution provider selection •Why solutions have failed
  29. 29. ©2015 www.aspaglobal.com Solution model •Which is Safer
  30. 30. ©2015 www.aspaglobal.com Level 1-Overt Features: Highlight Authenticity Level 2 Covert-Overt Features: Confirm Authenticity by consumer involvement features Level 3 Full Covert- Need special devices for authentication: Forensic Features : Punish Counterfeiters in court of law– DNA verification Solution Model-KAVACH
  31. 31. ©2015 www.aspaglobal.com Solution technology review Technology Overt Covert-overt Full covert Forensic Substrate based Holograms Bright stocks Colour differentiation Void pattern Scratch Pull/peel Custom patterns Holograms NA Printing ink based Optical variable ink Thermo chromic ink,, Rub /aqua sensitive, Intaglio Ink, Tagged ink, Conductive inks Bi Fluorescent florescent, DNA Tagged Ink, Chemical tagging IR , X ray, magnetic Printing technology based 2D bar codes/Q codes Raster images Micro text, , Nano text Adhesive Technology based Coloured adhesive Chemical reactive Fluorescent Conductive IR mark Fluorescent DNA additives Chemical tagging Availability EASY Holograms,2D bar codes Bright stocks DIFFICULT High security holograms,Intaglio Ink, EASY Void pattern Scratch Fluorescent DIFFICULT All the rest All are difficult All are difficult
  32. 32. ©2015 www.aspaglobal.com Solution Technology For Technology to work it must be understood that – More the levers.. Higher the price – Single technology solutions can be copied easily – Selection of technology that fits into your current manufacturing process is more likely to succeed
  33. 33. ©2015 www.aspaglobal.com Solution Technology For Technology to work it must be understood that – Technology cannot help in all forms of brand attack – Where technology can be used it cannot be the ONLY deterrent, It must a part of a fully integrated solution – Technology is not permanent . There is need to upgrade
  34. 34. ©2015 www.aspaglobal.com Solution provider selection – Selection of vendor before selection of technology is advisable – Willing to sign NDA – A written ethical policy – Experience & technology strengths – ASPA member – Not a trader (audit of facility is a must)
  35. 35. ©2015 www.aspaglobal.com Why solutions have failed • Solutions used are Incomplete or quick fix based on single technology, price or herd mentality • Counterfeiters have access to technology and move faster & are no longer made in small household plants BUT in big organized factories • Wrong solution provider • Companies have no senior driver & expect instant results • Companies have no measurement parameters to judge effectiveness
  36. 36. ©2015 www.aspaglobal.com How do you now select a right solution, right technology or supplier and succeed in fighting this menace •4 Steps to success – Background work – Organisational commitment – Selection of solution –Implementation of solution
  37. 37. ©2015 www.aspaglobal.com Solution implementation •Properly planned & should include –LAUNCH • CEO communication (internal and external) • Marketing team communication • Distribution team involvement • Legal team involvement
  38. 38. ©2015 www.aspaglobal.com Solution implementation •Properly planned & should include – POST LAUNCH • Strong review mechanism lead by CEO – Channel response – User/influencer response – Trade/ media response • Measurement Parameters put in place – Solution effectiveness on business – Solution efficacy in market
  39. 39. ©2015 www.aspaglobal.com Solution implementation •Properly planned & should include –REVIEWS • Next action plan • Cost effectiveness • Is upgradation required
  40. 40. ©2015 www.aspaglobal.com Conclusion • Counterfeiting is a serious issue in the Pharmaceutical Industry • Technological solutions are available but success is dependent on ensuring – Proper background work – CEO lead organisational commitment – Right & scientific solution selection – Planned solution implementation
  41. 41. ©2015 www.aspaglobal.com Thank you for your Patience nshenoy@prs-permacel.com 09821038371

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