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Market Research

these features can help in weeding of consumers by creating awareness Integrating the use of digital
out counterfeits from the market. around measures they are taking. technologies over and above
physical solutions takes the anti-
REGULATIONS ARE A BOON FOR SECURE PACKAGING counterfeiting features to the next
BRANDS Secure packaging helps in ensuring level by addressing and curbing
Ill effects of counterfeiting on that the product is genuine and supply chain issues. For instance,
consumers take centre stage, but it has not tampered with; this might a unique serial number (URN) is a
has serious damage to brand equity also discourage counterfeiters from randomized number printed onto the
as well. Brands put in a lot of effort replicating the product. To prevent product’s packaging. As it is unique,

to perfect a quality product for tampering and adulteration, food it can be used to define precisely who
consumers and built brand equity by manufacturers can apply deterrents manufactured the item, track the
maintaining high quality throughout to each of these items of packaging. journey of the product through the
the market. New regulations guiding Physical solutions like a tamper- supply chain and the country or state
brands to implement security and evident hologram, holographic of its origin. This type of serialization
authentication solutions present shrink sleeves, hidden text printed at the item level is vital in fi ghting
an opportunity for brand owners to using security or magnetic ink against counterfeiting. Labelling is
re-evaluate their Brand Protection, solutions aid in establishing the first step in traceability.

Anti-Counterfeiting, and Supply authentication and can act as fi rst
chain strategies. Considering deterrents to the counterfeiters. By using barcode/QR code labelling/
the increased instances in Hidden and covert features help a RFID, manufacturers can track
counterfeiting activities, ensuring trained person in distinguishing a products at every point of transition
that consumers receive authentic fake product from a genuine one. from the warehouse to the point of
products and are aware of how to sale, as each pallet is scanned and
judge the authenticity of the product placed onto a truck for delivery.
can help in building brand equity and Scanning/detection at each
credibility. It is a small investment point in the supply chain enables
towards a long term benefi t. The AUTHENTICITY AND SUPPLY manufacturers to record every
industry and policymakers in the CHAIN TRACEABILITY WILL movement of each product through

food industry can benefit by referring BE AMONGST THE TOP the system. Combined with the
to tested solutions already adopted FOOD INDUSTRY TRENDS information gathered by the WES
and implemented by another IN THE COMING YEARS. (Warehouse Execution System),
industry sector, such as Beverages, manufacturers can trace precisely:
Liquor, and Pharmaceutical industry. IT DOESN’T MEAN THAT
EVERY FOOD COMPANY • What time the product went
When it comes to counterfeiting, WILL HURRY TO IMPLEMENT into or out of specifi c controlled
there are two signifi cant challenges TRACEABILITY; THIS PERIOD environments;
that brands face - detecting IS STILL FOR EARLY BIRDS. • What time and for how much
counterfeits in the system and time the product was out of the
stopping diversion. It is critical to controlled environment;
ensure the product is not replicated • What time the product loaded
and has not been removed from the onto the vehicle for delivery;
supply chain, tampered with, and • For how much time the product
then re-entered into the system at was on the vehicle and at what
a different location - local or global. temperature it was stored;
Anti-counterfeiting solutions can • What time the product reached
protect manufacturers and end- its destination;
users from counterfeit or tampered • How long the product sat in a
products. location; and
• What time the product was
Manufacturers must adopt anti- put back into a controlled
counterfeiting solutions to protect environment at the delivery
their products and ensure the safety location.

Food Marketing & Technology 40 February 2020