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  4. > Global Executives Survey: Counterfeit Avoidance - Viewpoint and Recommended Strategies

Summary
Concerns surrounding counterfeit goods are increasing among FMCG organizations. As expenses incurred towards counterfeiting are manageable, the focus is on increasing the adoption of counter measures, such as educating consumers, registering trademarks, and the adoption of unique packaging techniques.

Key Findings
- Executives who operate in Asia-Pacific are more concerned about the issue of counterfeit goods as compared to those operating in other regions

- Educating consumers and registering trademarks are preferred strategies used for protecting products against counterfeiting

- 50% of executives operating in North America and Europe expressed that their organizations incurred very minimal expenses in overcoming counterfeiting

- Unique packaging as a measure to safeguard products against counterfeiting is preferred by large companies when compared to smaller companies

- Selling products through certified stores is the least preferred strategy for medium-sized companies when it comes to safeguarding against counterfeiting

Synopsis
Canadean's Global Executives Survey: Counterfeit Avoidance - Viewpoint and Recommended Strategies examines executives' opinion about organizations concerns centered towards counterfeit products and highlights preferred approaches taken to combat counterfeiting including expenses incurred during the process. Organizations can also understand effectiveness of protective measures.

What else does this report offer?

- Concern about counterfeit goods: examine the level of concern about counterfeit goods

- Countermeasures adopted against counterfeit goods: know the organizational level status on combating counterfeit goods

- Expenses incurred towards overcoming counterfeiting: track the level of expenditure allocated to avoid counterfeiting

- Effectiveness of measures used for protection against counterfeit products: analyze FMCG industry executives' opinion about effectiveness of steps used against counterfeit products

Reasons To Buy
- Organizations can assess the impact of counterfeiting by knowing the concern level about the issue of counterfeiting goods in each geographical region

- Organizations can restructure approach towards combating counterfeiting by understanding the industry approach towards the issue

- Helps to allocate funds towards overcoming counterfeiting by knowing the level of expenses incurred by organizations in various regions

- Organizations can improve protection against counterfeiting by knowing about the most effective measures used for protecting products from falling victim of counterfeit products

Table Of Contents

Global Executives Survey: Counterfeit Avoidance - Viewpoint and Recommended Strategies
Table of Contents
1 Introduction
1.1 Definitions
1.2 Methodology and sample size
1.3 Respondent profile
1.4 Canadean's view
1.4.1 Amidst concerns about counterfeiting, FMCG organizations see technology and registering trademarks as preventative measures
2 Asia is the centre of counterfeiting concerns, but is also the hub to combat it
2.1 Level of concern about counterfeit goods
2.1.1 Executives who operate in Asia-Pacific are more concerned about the issue of counterfeit goods when compared to those operating in other regions
2.2 Countermeasures adopted against counterfeit goods
2.2.1 Two-thirds of respondents with business operations in the Rest of the World indicate adoption of countermeasures against counterfeit goods in recent times
2.3 Expenses incurred towards overcoming counterfeiting
2.3.1 50% of executives operating in North America and Europe expressed that their organizations incurred very minimal expenses in overcoming counterfeiting
3 Many FMCG brands believe that the most effective way to combat the counterfeiting of the products is through educating consumers
3.1 Effectiveness of measures used to protect products against counterfeit products
3.1.1 Educating consumers and registering trademarks are preferred strategies used for protecting products against counterfeiting
3.1.2 Unique packaging is among the most effective measures to combat counterfeiting
3.1.3 The highest percentage of executives who operate in North America noted use of educating consumers to protect products against counterfeiting
3.1.4 Unique packaging as a measure to safeguard products against counterfeiting is preferred by large companies when compared to smaller companies
3.1.5 Use of branded products with distinct specifications is not preferred as a protective measure against counterfeiting in the Asia-Pacific
3.1.6 Selling products through certified stores is the least preferred strategy for medium-sized companies when it comes to safeguarding against counterfeiting
4 Appendix

List of Figures
Figure 1: Profile of Respondents
Figure 2: Canadean's view
Figure 3: Apprehensiveness associated with counterfeit goods - By region
Figure 4: Status on combating counterfeit goods - By region
Figure 5: Level of expenditure allocated to avoid counterfeiting - By region
Figure 6: Effectiveness of steps used against counterfeit products - Overall
Figure 7: Effectiveness of steps used against counterfeit products - Overall - Top three responses
Figure 8: Effectiveness of steps used against counterfeit products - Top three responses by region
Figure 9: Effectiveness of steps used against counterfeit products - Top three responses by size of business
Figure 10: Effectiveness of steps used against counterfeit products - Least three responses by region
Figure 11: Effectiveness of steps used against counterfeit products - Least three responses by size of business

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