Abu Ghazaleh Intellectual Property (AGIP) Annual General Meeting – Amman, Jordan

1. Abu Ghazaleh Intellectual Property(AGIP) Annual General Meeting – Amman, Jordan NATIONAL DEVELOPMENT DEPARTMENT 17 January 2014

2. Introduction • Charges are very important to most of our national clients but the service we provide in return of our charges is of equal importance. • The quality of service we provide may not be considered the best available, but the fact remains that we are better now than more than 90% of our competitors. • Our listed prices are higher than our competitors when broken down, but in total, and when it comes to other hidden fees, our charges are competitive • Our attention has been focused on certain competitors and ignored those gaining significant market shares. Small firms and national law offices are competing with prices that we cannot afford to offer. • Our reliance is on our image alone. The marketplace is changing, at which competition might respond depending on their awareness.

3. Strengths,Weaknesses, Opportunities and Constraints (SWOC) Analysis: • Strengths • Availability of technical resources and potentials. • Availability of professional experts in Intellectual Property, whether in the offices or in the Head Office. • Mr.Chairman’s appearances on Arab and world satellite channels as well as his role in the UN and other international bodies. • The current charges are going to be more competitive in comparison with others. • Any kind of data/information needed can be easily acquired. • Expected future economical and political developments of our surroundings are considered. • A network of owned offices covering individual Arab countries, Turkey, Pakistan, China, Afghanistan and India. • A wide and established network of associates around the world. • Centralized records at the Regional Office to facilitate dealings. • Website, monthly and periodic IP publications. • An automated system for tracking a certain application, Work In Progress System (WIPS) will be integrated on a dedicated website to allow clients to track their applications. • AGIP has launched the first IP news agency in the world.

4. Strengths,Weaknesses, Opportunities and Constraints (SWOC) Analysis: • Weaknesses • IP Portfolio Management service is not in available. • The existence of some problems in some offices like belated registrations or replies to clients. • The lack of marketing awareness among employees. • No available information of the technical aspects that other competitors’ follow and their expected counter behavior. • No flexibility in providing discounts(recently change) • We do not have account managers in the centralized department for national clients which need to be created for all clients with special attention needs. • Delays in implementing several automated systems, such as the WIPS. • Lack of knowledge sometimes within the firm for certain issues. • Lack of proactive thinking in some offices.

5. Strengths,Weaknesses, Opportunities and Constraints (SWOC) Analysis: • Opportunities • Changing the structural thought of AGIP’s personnel to reduce reliance on our reputation and name to attract clients who are in need of our services. • The door is wide open to utilize TAGI services and other TAG-Org Subsidiaries to support the implementation of the proposed growth strategy. • Raising awareness of Intellectual Property among Trademark owners. • WIPS and AGIP.net, both are up and running. • Unlimited number of possible potential clients that we did not approach yet. • Global interest in the Arab region market and protecting Intellectual Property Rights (IPRs) is one of the major opportunities for the next 5 years. • Having a high percentage of Companies handling their IP portfolio avoiding using agents, gives us the chance to market our services and to approach them since we posses the qualification and expertise in the filed; hence facilitating achieving the complexity of the portfolios.

6. Strengths,Weaknesses, Opportunities and Constraints (SWOC) Analysis: • Constraints • Parallel growth of competition, since the possibility exists that competition will seek avenues to broaden their base and introduce services similar to ours. • Until recent, competition is strictly based on charges but now it is quality and new services. • We have no control over services delivered and follow-up on clients. • Recently, competitors started offering the same services for competitive prices, thus, attracting new clients.

7. General Misconception • Client is not always right

8. General Misconception • Client do not want to pay

9. General Misconception • Client must work with AGIP

10. General Misconception • Client is trouble maker

11. General Misconception • Client is not organized

12. General Misconception • Clients come and go

13. General Misconception • Clients come to AGIP no need to market

14. General Misconception • Clients complaints are normal matter

15. General Misconception • Clients do not want to protect their trademarks

16. General Misconception • AGIP is IP Agents

17. General Misconception • Clients pay our salary and the reason for keeping our jobs

18. National Clients’ Needs • There are many national clients who wish to register their trademarks home and abroad but they do not have accurate information about the manner of registration, registration stages, and the parties that protect their trademarks. • The Arab client prefers interviews and phone calls rather than emails or fax • The policy of advanced payment is a difficult sell for national clients and they usually object to it. A 50% advance payment may be more helpfuland the rest of the 50% are post dated cheque within 60 days. • One of the most popular requests of national clients is that they need to have one contact person for all their operations in different countries, for which Account Managers should be available in the firm.

19. Segmentation in the Targeted Market • National Associates:Associates can be divided into three main types: • Law firms: those who provide different legal services related to companies. • Multi-office IP Agents: those who provide IP services in more than one country. • Single-office IP Agents: those who provide IP services in one country. • National Trademark owners:Companies that produce goods and/or provide services and own trademarks for such goods and/or services. They can be divided as follows: • Large National Companies with operations in other countries: Companies that have activities home and abroad, and export goods and/or services to other countries, or have affiliates in several countries and need to protect their trademarks in the countries that have activities in it. • National Companies: companies that own trademarks at the national level.

20. Strategic Goals Be a low cost provider of IP services while maintaining highest level of quality. Shift the attention from price to quality services that AGIP offers. Develop Intellectual Property Portfolio Management (IPPM) with the focus on introducing it as a distinguished service offered by AGIP. Achieve Annual Increase of AGIP market share of National markets by 20%. Develop new offers and services that AGIP could provide its clients.

21. Resources Needed • A representative in every office under the title of Marketing Officer, with the following qualifications: • Execute marketing instructions forwarded by the National Marketing Department. • Provide information requested by the National Marketing Department. • Provide monthly marketing activity report (the form will be provided during the training course). • Perform prospecting activities and client visits. • Follow-up on clients and issue memos summarizing client visits, which will be forwarded to the National Marketing Department. • Prepare monthly marketing report and forward it to the National Marketing Department. • Follow directions given by National Marketing Department.

22. THE SIX GOLDEN PRINCIPLES الرد في اليوم ذاته الرد بشكل واضح الرد بطباعة انيقة الرد بمعلومات صحيحة الرد على كل المطلوب الرد مع الانجاز Respond Daily Respond Clearly Respond Neatly Respond Correctly Respond Fully Respond Efficiently

23. POLICIES, PROCEDRURES, AND MANUALS IN PROGRESS We are now working on the following: Developing separate profile for every country in both English and the National country’s language Marketing Officer Manual Management system for marketing officers CRM system for National clients List of all marketing officers with full details Database of all national companies in all countries List of all TV Channels All competitors market share in details in all countries Financial performance in details in all countries List of telecom companies in all countries Top one hundred national marks in all countries As well as many other documents to follow

24. Good Luck