Channel communication is one of the key pillar of anti-counterfeit efforts. Enabling technology would be effective in 1x magnitude if brand owners have robust Channel Communication and Customer awareness and education program. It should be a three dimensional program combining Awareness, Carrot and Stick.
- Awareness: Educating customers on key identifiable differences between genuine products and fake products and loss customer may incur in terms of personal safety or additional expense.
- Stick: Dealers have to made aware about legal consequences of selling fake products in terms of imprisonment and fine.
- Carrot: Engage dealers in Digital Reward Program which should work as an incremental financial incentive to Channel Partners to sell genuine products. Reward Program could be designed for instant credit in India using UP, Net Banking, Mobile Recharge, Points based gifts.
At CPIGS, we have designed communication templates to help brand owners address issue of fake products from all possible angles.
Selling Genuine Product Pays