Emerging Issues in Global Marketing by James Agarwal & Terry Wu

Author:James Agarwal & Terry Wu
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

ix. Launching awards as positive intervention: Indonesia Anti-Counterfeiting Society (MIAP) in association with Indonesian Mall Management Association and the University Award for Copyrights launched the “Clean Mall Award” to encourage malls to adopt practices that would eliminate counterfeit products from their premises. Such a certificate assures the consumers that the goods they are buying from that particular mall are authentic, thus benefiting all the stakeholders.

Promotion Mix

i. Customer education: Sometimes the consumers are unaware of the negative implications of counterfeited goods. By stressing upon the fact that the counterfeit goods are indirectly funding the criminal or terrorist activities and how the fake pharmaceuticals are reducing immunity and killing people, companies can create moral pressure on consumers and retailers from buying and selling spurious products. For instance, four Japanese enterprises that manufacture ED drug in Japan are collaboratively undertaking various actions to raise the awareness regarding the perils associated with Internet purchase (Shofuda et al. 2014).

The counterfeit antimalarial drug containing a lower dose of the active ingredient creates a situation where the parasite develops a resistance to the genuine medicine. There are around 3000 deaths every year in the G20 countries on account of fake consumer products (BASCAP 2011). As many consumers unknowingly obtain counterfeit drugs, pharmaceutical organizations should highlight how counterfeits hurt patients by giving them ineffective or dangerous treatments (Chaudhry and Stumpf 2009).

Educating consumers by advertising the superiority of original products not only devalues the status of the pirated brand but also has the salutary effect of reinforcing retail distribution alliances (Shultz II and Saporito 1996).

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