Nestle - Zaka (81)
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Transcript of Nestle - Zaka (81)
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Paula Nelson General Counsel - Intellectual Property
IP Management @ NestlWIPO 22nd September 2005
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IP Management @ Nestl
Finance & Control2
Nestl Sales (2004)
CHF 86.8 billion
USD 69.9 billion
Food is a (3.5 trillion)
USD 3,500,000,000,000
global industry
Nestl in the Global Food Market
98%2%
Nestl
Others
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IP Management @ Nestl
Finance & Control3
The World's Leading Food CompanyThe USD >10 billion Food Companies in FY 2004
0
10'000
20'000
30'000
40'000
50'000
60'000
70'000
N estl K raft Fo ods PepsiC o U nil ever C oca-C ol a M ar s Dano ne C onA gr a C adbur y
Schweppes
General
Mills
Sara Lee
Food
a
es
(in
ioUSD)
On y Food(inc .petfood) & Beverages(exc .a cohol)
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IP Management @ Nestl
Finance & Control4
Nestl in Figures 2004 Worldwide Sales: CHF 86,769 mio
EBITA: CHF 10,970 mio
Net Profit: CHF 6,717 mio
Factories: 500
Employees: Around 247,000
Organic Growth: 4.5 %
R&D Expenditures (F&B): CHF 658.5 mio
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IP Management @ Nestl
Finance & Control5
Our L ne of Products Soluble Coffee
Infant Nutrition
Confectionery Dairy
Chocolate Milk Beverages
Bottled Water PetCare
Ice Cream (co-leader with Unilever)
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Finance & Control6
6 worldw de strateg c corporatebrands
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IP Management @ Nestl
Finance & Control8
Nestl R&DAn nteract ve Network cover ng four Cont nents
7 Research and DevelopmentCenters: Am ens FR), Marysv lle,Solon US), Shangha CN),S ngapore SG), Sderot IL), Casa Bu ton I)
9 Product Technology Centers
PTCs): Konolf ngen, Orbe CH),
Beauva s, L s eux,Nestl Waters FR), New M lford,St Lou s US), York GB), S ngen D)
Nestl Research Center NRC)
Lausanne CH),Tours FR),
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Finance & Control
Nestl and IP Management @ Nestl
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The Group Intellectual PropertyDepartment Manages IP R ghtsWorldw de
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Finance & Control10
A genu nely global funct on
In 2002 the team which had been splitbetween the Centre and the NOCs wasreorganised as a Corporate/Centre servicein keeping with the Nestl LicensingSystem
Advisers serving the SBUs are located withtheir SBU and advisers serving an NOC orgroup of NOCs are located in the markets
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Finance & Control11
IP
sers
rgan sat nal Intelle t al Pr ert
De artment
Gener l
nsel
Inte llec t l r ert
ead f
rademar s
Head f aten ts
2 I !
dvisers
CEREALS
I Support 2 I Advisers
COFFEE&
BEVERAGES
I Support
2 I Advisers
CHOCOLATE &
CONFECT IONERY
I Support
2 I Advisers
DAIRY
I
Support
2 I Advisers
FOOD
I Support
2 I Advisers
FOODSERVICES
I Support
2 I Advise rs
ICECREAM
I Support
2 I Advisers
NESPRESSO
IPSupport
2 IPAdvisers
NUTRITION
IPSupport
2 IPAdvisers
PETCARE(St. Louis)
IPSupport
"
ATERS
IPSupport
1 IPAdvise r
MACH INERY
& PACKAG ING
IPSupport
2 IPResearchers
4 IPCounsels
IPSupport
4RIPA'sAMS
6RIPA'sEUR
6RIPA'sAOA
Administrative
Assistants
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Finance & Control12
A
A = IP Adviser Petfood and RIPA Petfood located in St Louis
Special arrangements for Israel, South Korea, Japan and Swiss NOC
The 6 RIPAs are located in all 5 continents
4 in Z-AMS
6 in Z-EUR
6 in Z-AOA
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IP Management @ Nestl
Finance & Control13
The RIPA is the first point ofcontact in the NOC / region
Gives advice on all IP matters to businesses in the
region including
clearance searches for new trademarks, designs, domain
names and enquiries regarding patents
monitors IP infringements and manages / resolves
conflicts & litigation
ensures that the Nestl Group IP Policies are applied
supports IP issues in local M&A and R&D Activities
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IP Management @ Nestl
Finance & Control14
Mission of the IP Department Our mission is very concise - to generate
competitive advantage through development
of Intellectual Property Rights (IPRs)
To ensure that IP provides a competitiveadvantage for each of our businesses, weapply the WHW Test:
WHAT can we protect to gain a competitive edge ?
HOW do we get the best protection ?
WHERE do we protect ?
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Finance & Control15
Nestl is a brand driven company...
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Finance & Control
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Strategic and local brands areprotected & managed by IPD
340Strategic
Local
Brands
6'000
28'000
Protections
75'000
Managed by 6 Regional
IP Advisers (RIPA's) for
local Nestl Operating
Companies
Managed by Center IP
Department in co-operation with the
Strategic BusinessUnits ('SBU's) and theRIPA's
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Finance & Control
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Nestl has a substantialpatent portfolio
The Nestl patent portfolio contains as
at 8.03.2005: 9'0 8 granted patents
6'127 pending cases which may result inthe grant of a patent
The top 5 patenting territories for
Nestl are: USA, Europe, Canada,Australia and Mexico
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Finance & Control
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Nestl's IPRs are centrally owned &licensed to local Nestl Companies... Socit des Produits Nestl S.A. is the registered
trademark and design owner and Nestec SA is the
registered patent owner, in both cases acting asnominee for Nestl S.A., who is the beneficialowner- Central ownership applies to trademarks linked to
strategic as well as to local brands
These rights are licensed, together with know-how, to the Nestl Operating Companies who payroyalties for their use
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Finance & Control
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ProperDefence is fundamentalWe defend our rights against any infringements, e.g.
imitations including counterfeits
unauthorised use of patented processes
internet & domain name misuseCybersquatting
Examples: maggi.com, rowntrees.com
Derogatory use of our trademarksForinstance use of our brands in pornographic sites
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Finance & Control
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... Infringements are frequent ...
Trademark infringement
+ Unfair competition
Example:
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Finance & Control
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... in various parts of the world...
Example NESTLE PURE LIFE Pakistan/Afghanistan
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Finance & Control
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... and touch all our productsCAF PEL soluble coffee
before after
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Finance & Control
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Counterfeits are a serious problem
and a crime in most countries!
Example NESCAFEin Russia
Trademark
infringement
+ Unfair competition
+ Fraudulent actwith penal sanction
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Finance & Control
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NESCAFE PLATINUM in Russia
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Finance & Control
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Counterfeiting is amulti-faceted issue ...
customer safety
brand protection
corporate reputation
profits (loss of revenue & government
taxes)
Counterfeits account for10% of world trade
(Source Trademark World 12.2000)
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Finance & Control
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Recorded balance sheet
values
42%
Non-recorded values
58%
Illustrative split of Nestl Value(as a % of market capitalisation)
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Finance & Control
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Finance & Control