how to select authentication solutions according to your needs

Authentication solutions Overview-How to select a solution according to your needs

Nityanand S Shenoy

President and Managing DirectorPRS-Permacel Private limited

&Governing body member- ASPA

Sequence of presentation

• SEQUENCE CHANGE– How to select a solution as per your needs

– Overview of Authentication Solutions

• Only 5 Questions• Answer- YES or NO

How to select a solution as per your needs

• Is there a magic solution to fight counterfeiting ?

• Can you eliminate counterfeiting ?

• Can you accurately measure the extent of counterfeiting of your product ?

• Can you tell accurately the financial losses due to counterfeiting of your product ?

• How well do you know about your counterfeiter. Do you have any SWOT analysis of him ?

MAJORITY ANSWERS

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

menace

•4 Steps to success

–Background work– Organisational commitment – Selection of solution– Implementation of solution

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

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

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

Do you have any measure

•Financial measure in terms of extent of duplication

•Image loss measure

What are the implications to you as an organisation

•Parent company pressure•Pressure from regulators

•Pressure from your channel•Pressure from your end users

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

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

menace

•4 Steps to success– Background work

–Organisational commitment

– Selection of solution– Implementation of solution

Organisational commitment

•Is there a clear commitment from the TOP that this issue has to be addressed

•Who is the driver-CEO or PACKAGING or PROCUREMENT

•Does the organisation truly believe that it is their problem and not the Government problem

•Will Past failures due to wrong solution selection act as a deterrent

•Does the Organisation has a clear BRAND PROTECTION policy/ BRAND PROTECTION COMMITTEE

•Will PRICE CONTROL pose an issue

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

menace

•4 Steps to success– Background work – Organisational commitment

–Selection of solution– Implementation of solution

Selection of Solution

•Solution model•Solution technology

•Solution provider selection•Why solutions have failed

Solution model

•Which is Safer

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

Solution technology review

Technology Overt Covert-overt Full covert Forensic

Substrate based HologramsBright stocksColour differentiation

Void patternScratchPull/peel Custom patterns

Holograms NA

Printing ink based Optical variable ink

Thermo chromic ink,, Rub /aqua sensitive, Intaglio Ink,

Tagged ink, Conductive inksBi 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 reactiveFluorescent

ConductiveIR mark Fluorescent

DNA additives Chemical tagging

AvailabilityEASYHolograms,2D bar codesBright stocksDIFFICULTHigh security holograms,Intaglio Ink,

EASYVoid patternScratch Fluorescent DIFFICULTAll the rest

All are difficult All are difficult

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

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

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)

Why solutions have failed

• Solutions used are Incomplete or quick fixbased 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

menace

•4 Steps to success– Background work – Organisational commitment – Selection of solution

–Implementation of solution

Solution implementation

•Properly planned & should include–LAUNCH

• CEO communication (internal and external)

• Marketing team communication

• Distribution team involvement• Legal team involvement

•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

•Properly planned & should include–REVIEWS

• Next action plan• Cost effectiveness

• Is upgradation required

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

Thank you for your Patiencenshenoy@prs-permacel.com

09821038371

how to select authentication solutions according to your needs

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