Procter & Gamble... A new challenge every day....
-
Upload
raffaele-distefano -
Category
Documents
-
view
218 -
download
0
Transcript of Procter & Gamble... A new challenge every day....
![Page 1: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/1.jpg)
Procter & Gamble
... A new challenge every day...
![Page 2: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/2.jpg)
Pantene
![Page 3: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/3.jpg)
DERMELLE PROTEINE
![Page 4: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/4.jpg)
Dermelle Proteine
• Prodotto da una piccola società che commercializza shampoo e cosmetici
• Venduto solo nel sud Italia
• Prezzo 1 € vs. 3 €
![Page 5: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/5.jpg)
Strategia
Warning letter: immediata azione legale.
![Page 6: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/6.jpg)
Risultato
• Caso chiuso senza procedimento legale, ottenendo dal concorrente: – interruzione della produzione– modifica delle etichette– esaurimento scorte in 45 gg
![Page 7: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/7.jpg)
DERMELLE PROTEINE ORA
![Page 8: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/8.jpg)
PRINGLES
![Page 9: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/9.jpg)
![Page 10: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/10.jpg)
![Page 11: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/11.jpg)
Strategia
• Contatto diretto con il concorrente
• Richiesta modifica immediata delle confezioni
• Approvazioen artwork
![Page 12: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/12.jpg)
![Page 13: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/13.jpg)
Italian Look-a-likes
Ace Gentile
![Page 14: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/14.jpg)
RISPARMIO CASA
![Page 15: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/15.jpg)
RISPARMIO CASA
• Prodotto da una piccola società • Trovato nei punti vendita intorno a
Roma • Problema ad identificare la sede della
società (indirizzo diverso da quello registrato alla Camera di Commercio)
![Page 16: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/16.jpg)
Strategia • Lettera di contestazione per :
– Concorrenza sleale– Violazione marchi (sia la “farfalla
che la “bottiglia verde” sono registrati come marchi)
• Nessuna reazione da parte del concorrente
• Abbiamo appena depositato una richiesta di provvedimento ex art. 700 cpc.
![Page 17: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/17.jpg)
Italy Look-a-likes
KEY LEARNINGS
![Page 18: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/18.jpg)
Key Learnings• Costante monitoraggio dello
scaffale. Il CBD (reparto vendite) ha un ruolo fondamentale e deve essere sensibilizzato sui look-a-likes .
• Non sottovalutare l’importanza di un look-a-like case.
![Page 19: Procter & Gamble... A new challenge every day....](https://reader035.fdocuments.us/reader035/viewer/2022081515/5542eb57497959361e8c143b/html5/thumbnails/19.jpg)
Key Learnings
E’ importante
• registrare come marchio i colori,la forma, i disegni: possono essere fondamentali per difendere il prodotto.
• Efficace interazione tra la funzione legale con CBD e IP