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Company Experience of Working With State Market Surveillance Agencies
Andriy Bublyk
Procter & Gamble Ukraine External Relations Manager
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Situation in the market in 1999
AC Nielsen research (1999):
• at 20 biggest markets
• of 5 largest cities in Ukraine
• on 6 P&G brands
Outcome (% of fake products at the open markets) :
• Laundry (23%)
• Hair Care (43%)
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STRATEGIES
1.Building strong consumers confidence where to buy genuine P&G products
2. Work with Consumer Rights Protection Committee (CRPC) to support Anti-Counterfeits (AC) Program in order to harass/eliminate counterfeit re-sellers and manufacturers
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1.Building strong consumers confidence where to buy genuine P&G products
• Store Certification Program
• PR Support
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Store Certification Program
• P&G, Consumer Rights Protection Committee and the Distributor issue the “Certificate of Producer”
• Loyal store signs the Agreement and gets the Certificate
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Store Certification Program
17000 certificates distributed and Agreements signed (including open markets, kiosks and stores)
Coverage: 32 cities that represents about 90% of population, 95% of spending power
Created database of stores/kiosks - participants of the program
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PR Support
• TV copy
• open markets leafleting
• free-phone line
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PR Support (1st year of the program)
Certification program advertising
• National TV
• Print media
2300 GRP at the launch of the project
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PR Support
A free telephone line to answer all the questions of consumers related to the project:
• 26,000 calls
• 2,200 complete calls
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PR Support (2nd year of the program)
• PR events focused on “problem cities” with the messages:
• announce the project results
• confirm the Parties’ intention to work further
• increase public awareness of the project
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PR Support
Results:
• High consumers awareness (over 95% during 1st 2 years of the program)
• Word of mouth in trade
• High level of awareness among enforcement bodies
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2.Work with local law enforcement bodies to support AC Program and harass/eliminate counterfeit re-sellers and manufacturers
11 mobile laboratories:
• equipped to run on-site testing in the Open Markets
• provided to the Ukrainian Consumer Rights Protection Committee
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Enforcement
Major partner: Consumer Rights Protection Committee:
• is responsible for consumer policy
• empowered to control safety and quality of goods
• empowered to impose fines on guilty sellers or to prohibit selling goods
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Enforcement
P&G:
5 Dedicated persons all over the country responsible for:
• Regional ownership of anti-fake program
• Constant monitoring of the situation
• Constant updates of mobile labs rout
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Enforcement
mobile laboratories run by CRPC experts at regular basis
In Dec/00 – May/01:
• over 200 raids conducted
• 700 samples collected
• over 100 fake sellers punished
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RESULTS
Nov ‘99 May ‘00 Oct ‘00 Mar ‘01 2002-2005
Detergents 23% 2% 0% 0% 0%
Shampoos 42% 33% 17% > 1% 0%
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TODAY
• 1 Mobile laboratory raids (on 2-weeks basis) all over the country
• Constant contact with Law-enforcing agencies
• Constant situation monitoring
Result: “0” fakes level during last 5 years
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THANK YOU!