Answer to Question #258244 in Management for Nani

Question

Nani co. is a eCommerce company, Recently a Service encounter disaster occurred, where the customer received fake product. That went viral and sales of Nani co. has dropped massively. MyVerkoper, being the Marketing solution provider to Nani co., what is the response campaign that you suggest? show with relevant description and posters

Answer 1

Discussion

Counterfeiting is the manufacture, import, export, distribution, and sale of consumer goods that are not genuine (fake products) but are designed and branded to look identical to the authentic products in order to deceive consumers into believing that they are authentic. Counterfeiting also includes affixing the trademark or logo of a well-known consumer brand to a product, even though the product is not actually made or authorized by that brand. Counterfeiters create serious problems for authentic businesses, but too many people are unaware of the full extent of the impact of counterfeit goods on brands. Counterfeits can steal sales by undercutting prices, damage authentic brands’ reputation, leave companies to deal with the fallout of counterfeits, harm the long-term trust built with business partners, force brands to spend time and money fighting fakes etc.

Maintaining product integrity and brand reputation is a top priority for companies mostly companies that sell their products online. Counterfeit products that do not look or perform like the real thing adversely affect sales and standing in the marketplace. Therefore, identifying knockoff products and taking legal action against counterfeiters can be critical. The following are some ways to protect a company’s product and prevent others from selling counterfeits (fake products).

• Securing global protection of IP

To restrict others from using or manufacturing a company’s products without permission, the company should be sure to secure a patent, trademark or copyright. And register them in other countries where counterfeit products may originate.

• Embracing technology

It can be virtually impossible to monitor counterfeiting without the help of technology. As such, businesses that use technology to their advantage can make it easier to identify and stop counterfeiters. The company might utilize distinctive patterns or packaging that can be detected with a special device, or create Nano-optic images to add to their product. Numerous high-tech solutions allow companies to authenticate their goods and uncover fakes.

• Allocating resources to monitor the market

To find counterfeiters, companies may need to go searching for them. Having the capability to do this can start with monitoring the market. For example, a company may have someone who crawls online stores looking for unauthorized sellers. Companies can also restrict the channels through which they advertise and sell authentic products. Limiting these channels can make it easier to identify fake products when they are sold through unauthorized sites or sellers.

• Make it easy for customers

Counterfeits can leave a lasting impression on customers who may not return after a bad experience. As such, companies should make it easy for their customers to identify and report knockoffs. Providing information like product descriptions can be an easy way to inform buyers. And if they believe they received a counterfeit version of a company’s product, they should be able to report the concern to the company easily.

 

Reference

Riquelme, H. E., Abbas, E. M. S., & Rios, R. E. (2012). Intention to purchase fake products in an Islamic country. Education, Business and Society: Contemporary Middle Eastern Issues.