Anti-counterfeiting and Brand Protection (ABP) Workshop

1. Anti-counterfeiting and Brand Protection (ABP) Workshop John Blanchard Research DirectorARC Advisory Group jblanchard@arcweb.com Janice Abel Principal Analyst ARC Advisory Group jabel@arcweb.com

2. Anti-counterfeiting and Brand Protection (ABP) Workshop Steve Banker Service Director, SCM ARC Advisory Group sbanker@arcweb.com Sal Spada Research Director ARC Advisory Group sspada@arcweb.com

3. Anti-counterfeiting and Brand Protection (ABP) Workshop Clint Reiser Service Director, SCM ARC Advisory Group cresiser@arcweb.com

4. Welcome and Introductions Anti-Counterfeiting and Brand Protection Best Practices National IPR Coordination Center Evolving Anti-Counterfeiting Approaches Developing Competencies and Organizing to Prevent Counterfeits: Strategies for Brand Protection

5. Break Prioritize and Summarizing Topics Organize Workshop Topics Designee - Summarizes Results Questions / Comments at the end of each short presentation are ok – for topics, keep it short, time

6. Request from the presenters Due to the sensitive nature of Anti-Counterfeiting and Brand Protection, our presenters have requested that any public communication by the press or other session participants from this session that uses the presenters name, company, product or organization be submitted to the presenters for approvals or modifications. Thank you for honoring this request.

7. Janice Abel Principal Analyst ARC Advisory Group jabel@arcweb.com Anti-counterfeiting and Brand Protection (ABP) Best Practices

8. Nearly every product is counterfeited • Pharmaceuticals – anti-cancer drug, AIDS, Malaria, cough syrup • Medical Devices – surgical mesh • Food – infant formula, olive oil, crackers • Beverages – alcohol, soda • Auto parts – brake pads • Electronics & components – IC, semiconductors, computer boards • Consumer products – sunglasses, solar panels, cough syrups, ab rocker, NFL gear • Aerospace – parts (GM Europe) • Software – MS Office • Technology – Kindles, iPods • Chemicals – fertilizer • Oil & Gas - blends Ab Rocket January 2011 $40K NFL January 2011 Seizure of 244,648 Uggs in one raid in China in Dec. 2010

9. Product Counterfeiting is Big Business • Organized crime • Internet grows counterfeit market (all products) • As much as 10% of all goods/services sold worldwide are counterfeit • 7 - 10% of global pharmaceuticals • 1-2% of the prescriptions

10. Economic Impact of Counterfeiting Source: OECD (2008); US Government; US Chamber of Commerce $1 T (2010)

11. Top 10 Commodities Seized - 2008 Pervasive Risks

12. US Pharmaceutical Cargo Thefts 2009 Top 10 Pharma Thefts by Value in 2009 Eli Lilly Warehouse – $76 M  Eli Lilly Truck - $37 M Teva Truck - $11.8 M Novo Nordisk Truck - $11 M Astellas Truck - $10 M Unknown company - $8.8 M GSK Warehouse - $5M Exel Distribution Center - $3 M Dev Pharma. Truck - $2M Dev Pharma. Truck - $2M

13. Importance of Brand Protection “Interbrand report released February 1, 2011 said Toyota Motor Corp brand dropped 16 percent to $25.7 B compared with its last report released a year ago.” 16% 49% Source: Yuri Kageyama, AP Business Writer Recalls, product CONTAMINATION, Inferior products, stolen products….all effect Brand Value

14. Counterfeit Pharmaceutical Incidents Source: Pharmaceutical Security institute

15. ARC ABP Study, Best Practice, Strategy Report, Insights, Consulting • Strategy, trends, best practices • Information, analysis, and consulting on methodologies and technologies

16. ABP Best Practices

17. ABP Best Practices

18. Anti-Counterfeiting & Brand ProtectionWorldwide Market Outlook • All industries, all regions • Human readable (overt) • Machine readable (covert & forensic) • Printers & applicators • Readers & authenticators • Track and trace software • Serialization & e-pedigree • Anti-fraud online software • Business integration software Key ABP Technologies Included Track & trace software includes software for supply chain

19. ABP Technologies Best Practices Survey and Study http://survey.constantcontact.com/survey/a07e31lwtw2gemvrn56/start

20. Rate the effectiveness of human readable technologies Human Readable Technologies Effectiveness Rank

21. Track and Trace, Serialization & Authentication Track & Trace Solution  Serialization Authentication

22. Software Track and Trace Solutions Solutions can be used alone or as part of a layered approach

23. How ABP is being addressed Person or Teams Focused on ABP Teams or Persons Focused on ABP

24. Multi-Layered approach • All leading companies are using multi-layered approach Respondents Using Multiple Layers for Protection

25. Best Practice Approach Targeted wholesaler or retailer Other Identification information Batch / lot number Country of distribution Weight /Strength Country of distribution Genealogy Raw Mtls Origin Expiration Date Description Of Product Manufacturing location Multi-layered – product & packaging Human & machine readable

26. Anti-Counterfeiting & Brand ProtectionTrends • Market for ABP technologies is increasing • Important to protect brands and image • Brand protection teams and organizations are important • Secure the supply chain • Range of ABP technologies to consider – depends on many factors • Only a few companies have e-pedigree in place • Implement pilots while standards and regulations develop • Continuously update & deploy the latest technologies Communication

27. Thank You! For more information, contact the Janice Abel at jabel@arcweb.com or visit our web pages at www.arcweb.com

28. Welcome and Introductions Anti-Counterfeiting and Brand Protection Best Practices National IPR Coordination Center Evolving Anti-Counterfeiting Approaches Developing Competencies and Organizing to Prevent Counterfeits: Strategies for Brand Protection

29. Welcome and Introductions Anti-Counterfeiting and Brand Protection Best Practices National IPR Coordination Center Evolving Anti-Counterfeiting Approaches Developing Competencies and Organizing to Prevent Counterfeits: Strategies for Brand Protection

30. Welcome and Introductions Anti-Counterfeiting and Brand Protection Best Practices National IPR Coordination Center Evolving Anti-Counterfeiting Approaches Developing Competencies and Organizing to Prevent Counterfeits: Strategies for Brand Protection

31. Break Prioritize and Summarizing Topics Organize Workshop Topics Designee - Summarizes Results Questions / Comments at the end of each short presentation are ok – for topics, keep it short, time

32. Break Prioritize and Summarizing Topics Organize Workshop Topics Designee - Summarizes Results Questions / Comments at the end of each short presentation are ok – for topics, keep it short, time

33. Break Prioritize and Summarizing Topics Organize Workshop Topics Designee - Summarizes Results Questions / Comments at the end of each short presentation are ok – for topics, keep it short, time

34. Break Prioritize and Summarizing Topics Organize Workshop Topics Designee - Summarizes Results Questions / Comments at the end of each short presentation are ok – for topics, keep it short, time

35. Thank You For your participation! For more information, contact the Janice Abel at jabel@arcweb.com or visit our web pages at www.arcweb.com