Evaluation of Market Demand and Fulfilment: Brand Protection

06 August 2009

Challenge

To assist a funding provider in the selection process of the most appropriate new machine readable brand protection technology for enhanced research and development and ultimate market entry. Further, to support the recruitment of other partner sponsors for the programme.

Approach

Collation and analysis of published data and internal and external expertise relating to products most at risk from counterfeiting and grey market trading.

Expert assessment of current brand protection technologies, including their business profitability.

2 phases of primary research amongst relevant brand owners, technology suppliers and trade associations, targeted to provide a global representation of the market:

Using questionnaires, agreed with the client, and translated into relevant languages, face to face and telephone interviews were conducted with brand protection purchase decision makers and technology suppliers.

The resulting data enabled a comprehensive assessment to me made of brands most at risk, preferred methods and management of protection, approximate cost and strengths and weaknesses of current brand protection provision and future requirements. This assessment facilitated top down and bottom up estimates of current market size and degrees of future growth.

Recommendations

A business opportunity exists because brand protection technologies must always evolve to counter the ongoing efforts of counterfeiters and illegal traders. Combination/layered brand protection systems, including machine readable, are more effective than use of a single technology. More attention should be paid to individual brand vulnerability to counterfeiting and theft than product sector.

Benefits

The client obtained the best possible feedback from the market place. This enabled both the selection decision making and funding sponsorship processes to successfully move forward.