Meelunie - A Success Story: Stopping Counterfeits, Gaining Market Share
Document type: .PDF case study
Abstract:
How can counterfeiting rates of up to 50% be effectively curbed – whilst simultaneously gaining new shares in the Asian market? The long-established Dutch company Meelunie demonstrates this effectively with a solution from SCRIBOS® – and with immediate success.
The Dutch company Meelunie is one of the world‘s leading manufacturers of potato starch. When it comes to volume and turnover, China, Hong Kong and Taiwan are the most important target markets for the product brand ‘Windmill’. Yet it is these regions in particular where there are a vast number of counterfeit products – in some cases representing 30–50% of the market. The result is a huge loss of business for the Dutch company, accompanied by a high risk of reputational damage and threats to consumer safety. There were multiple challenges: How can wholesalers, retailers and customers recognise counterfeit goods easily in future? And how can reliable digital data be generated that can also be used for strategic expansion of the Asian market?
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