Activities in several countries reinforce the STIHL brand positioning and help fight counterfeit products.
Counterfeit products represent 3.3% of world trade, according to data from the Organization
for Economic Co-operation and Development (OECD). They are sold mainly in
online stores, marketplaces and through street vendors. To help fight this illegal market,
several different initiatives are being taken by STIHL worldwide.
Argentina: ending piracy already at customs
In February 2020, after many years of dedication, together with the headquarter we registered the STIHL grey-orange colour combination for chainsaws and brushcutters at the Institute for Intellectual Property. “With that, we were able to stop the imports of chainsaws and brushcutters with the same colour combination that STIHL has. This work was performed together with Mr Günther Stoll’s team, in Germany, and the local contact of React, law firm hired by STIHL to work in this area worldwide,” says Francisco Gazcon, Marketing Manager of STIHL Argentina.
According to him, it is a long task, but one that is really worthwhile. “We advise all importers to work together with STIHL to end piracy already at customs, because once the machines are on the market it becomes much more complicated,” he says.
Peru: campaign 360º highlights the pride of being STIHL
In Peru the antipiracy campaign “Get to know your STIHL product and feel proud of it” is being implemented. “Our objective is to reach both the consumers that already know our brand, encouraging customer loyalty, as well as those who are not so familiar with the brand, which makes it harder to identify a counterfeit machine,” explains Lucciano Lescano, Marketing Manager of STIHL Peru.
The campaign is 360º, it is present in all points of contact with final consumers: radio, stores, social media, television, in addition to printed and digital materials to be shared. “We emphasize STIHL service and quality with key-messages such as Get to know your STIHL product and feel proud of it and Your original equipment only at an authorized dealer. We also tried to show the differences between an original machine and a counterfeit one, helping customers make the best purchasing decision,” he states.
Colombia: reinforcement together with dealers
The antipiracy campaign “Get to know your STIHL product and feel proud of it” was also applied successfully in Colombia. The Marketing Manager, Andrea Chaverra, tells that a media plan was developed over 8 months with greater advertising on the radio. “In addition, we shared videos through our mailing, posted on social media and produced material for points of sale, which we sent to 181 dealers throughout the country,” added Andrea.
All pieces are educational, with a positive bias and considering the customers’ perspective, providing support and security for them. “We were very satisfied with this work, which strengthens our brand even more,” she states.
Equator: creation of the APP “La propia”
Just like many other countries, Equator has been suffering for many years with the problem of pirate equipment trade. In order to find out the perception of the end customer, INMEQ decided to do a market research with a specialized company, achieving the following results: 9 out of 10 people recall and recognize the STIHL brand spontaneously; 10 out of 10 recognize STIHL among all brands on the market, that is a “top of mind” brand. Regarding brand recognition, the grey-orange colour combination prevails with 69%, shape with 51% and size with 25%, however it is relevant to mention that the end customer is not capable of distinguishing an original device from a replica, and 84% of the people are not in any way willing to buy a replica, and would consider to be a victim of a scam.
After analysing the information, INMEQ decided to implement two strategies: Registering the “grey-orange” colour combination patent to start a legal action against those who import equipment on the market with this colour combination. Secondly, the creation of the APP “LA PROPIA STIHL”. “La propia” is part of the Equatorial jargon to express that something is original.
In the tool, the customer can verify whether the equipment he is about to purchase is original or a replica. If it is not original, the APP shows an alert message for the customer to abort the purchase and guides him to the nearest authorized dealer, depending on his location. In addition, the APP sends the information of the potential customer who is checking the APP to the nearest authorized dealer so that he can get in touch with him and guide him though the purchasing process. If the series corresponds to any original STIHL equipment, the APP returns a message encouraging the customer to purchase the product.
“Another contribution of the APP is to generate an empathetic community, which recognizes the brand’s effort to help customers not become victims of a scam,” adds Iver Paredes, Marketing and Sales Manager of Inmeq, Equator.
Strategic partners: LeQuiz, market research company. KubyxlT, software development company
“After many years of work together with the Headquarter we were able to register the grey-orange colour combination for chainsaws and brushcutters at the Intellectual Property Institute in Argentina, and that was very important.”
Francisco Gazcon,
Marketing and Sales Manager of STIHL Argentina
“We used the antipiracy campaign educating our customers about counterfeit products and, mainly, strengthening the STIHL brand positioning and its outstanding attributes.”
Lucciano Lescano, Marketing Manager of STIHL Peru
“We worked with a media plan for 8 months with greater advertising on the radio, but also including video, social media and material for points of sale.”
Andrea Chaverra, Marketing Manager of STIHL Colombia
“For each potential customer inquiry in our APP, one less fake product is sold. The results obtained since its release are promising: we have more than 100 downloads and 52 machines sold through a recommendation from “LA PROPIA STIHL” to an authorized dealer.”
Iver Paredes, Marketing and Sales Manager of Inmeq, Equator
DO YOU HAVE ANY QUESTIONS?
CONTACT US!
Andrea Chaverra
+57 313-5327226
andrea.chaverra@stihl.co
Francisco Gazcon
+54 1147365610
francisco.gazcon@stihl.com.ar
Lucciano Lescano
+51 288-2813
lucciano.lescano@stihl.pe
Iver Paredes Gutiérrez
+59 398-7734231
iparedes@gn-suferreteria.com.ec
Activities in several countries reinforce the STIHL brand positioning and help fight counterfeit products.
Counterfeit products represent 3.3% of world trade, according to data from the Organization
for Economic Co-operation and Development (OECD). They are sold mainly in
online stores, marketplaces and through street vendors. To help fight this illegal market,
several different initiatives are being taken by STIHL worldwide.
Argentina: ending piracy already at customs
In February 2020, after many years of dedication, together with the headquarter we registered the STIHL grey-orange colour combination for chainsaws and brushcutters at the Institute for Intellectual Property. “With that, we were able to stop the imports of chainsaws and brushcutters with the same colour combination that STIHL has. This work was performed together with Mr Günther Stoll’s team, in Germany, and the local contact of React, law firm hired by STIHL to work in this area worldwide,” says Francisco Gazcon, Marketing Manager of STIHL Argentina.
According to him, it is a long task, but one that is really worthwhile. “We advise all importers to work together with STIHL to end piracy already at customs, because once the machines are on the market it becomes much more complicated,” he says.
Peru: campaign 360º highlights the pride of being STIHL
In Peru the antipiracy campaign “Get to know your STIHL product and feel proud of it” is being implemented. “Our objective is to reach both the consumers that already know our brand, encouraging customer loyalty, as well as those who are not so familiar with the brand, which makes it harder to identify a counterfeit machine,” explains Lucciano Lescano, Marketing Manager of STIHL Peru.
The campaign is 360º, it is present in all points of contact with final consumers: radio, stores, social media, television, in addition to printed and digital materials to be shared. “We emphasize STIHL service and quality with key-messages such as Get to know your STIHL product and feel proud of it and Your original equipment only at an authorized dealer. We also tried to show the differences between an original machine and a counterfeit one, helping customers make the best purchasing decision,” he states.
Colombia: reinforcement together with dealers
The antipiracy campaign “Get to know your STIHL product and feel proud of it” was also applied successfully in Colombia. The Marketing Manager, Andrea Chaverra, tells that a media plan was developed over 8 months with greater advertising on the radio. “In addition, we shared videos through our mailing, posted on social media and produced material for points of sale, which we sent to 181 dealers throughout the country,” added Andrea.
All pieces are educational, with a positive bias and considering the customers’ perspective, providing support and security for them. “We were very satisfied with this work, which strengthens our brand even more,” she states.
Equator: creation of the APP “La propia”
Just like many other countries, Equator has been suffering for many years with the problem of pirate equipment trade. In order to find out the perception of the end customer, INMEQ decided to do a market research with a specialized company, achieving the following results: 9 out of 10 people recall and recognize the STIHL brand spontaneously; 10 out of 10 recognize STIHL among all brands on the market, that is a “top of mind” brand. Regarding brand recognition, the grey-orange colour combination prevails with 69%, shape with 51% and size with 25%, however it is relevant to mention that the end customer is not capable of distinguishing an original device from a replica, and 84% of the people are not in any way willing to buy a replica, and would consider to be a victim of a scam.
After analysing the information, INMEQ decided to implement two strategies: Registering the “grey-orange” colour combination patent to start a legal action against those who import equipment on the market with this colour combination. Secondly, the creation of the APP “LA PROPIA STIHL”. “La propia” is part of the Equatorial jargon to express that something is original.
In the tool, the customer can verify whether the equipment he is about to purchase is original or a replica. If it is not original, the APP shows an alert message for the customer to abort the purchase and guides him to the nearest authorized dealer, depending on his location. In addition, the APP sends the information of the potential customer who is checking the APP to the nearest authorized dealer so that he can get in touch with him and guide him though the purchasing process. If the series corresponds to any original STIHL equipment, the APP returns a message encouraging the customer to purchase the product.
“Another contribution of the APP is to generate an empathetic community, which recognizes the brand’s effort to help customers not become victims of a scam,” adds Iver Paredes, Marketing and Sales Manager of Inmeq, Equator.
Strategic partners: LeQuiz, market research company. KubyxlT, software development company
“After many years of work together with the Headquarter we were able to register the grey-orange colour combination for chainsaws and brushcutters at the Intellectual Property Institute in Argentina, and that was very important.”
Francisco Gazcon,
Marketing and Sales Manager of STIHL Argentina
“We used the antipiracy campaign educating our customers about counterfeit products and, mainly, strengthening the STIHL brand positioning and its outstanding attributes.”
Lucciano Lescano, Marketing Manager of STIHL Peru
“We worked with a media plan for 8 months with greater advertising on the radio, but also including video, social media and material for points of sale.”
Andrea Chaverra, Marketing Manager of STIHL Colombia
“For each potential customer inquiry in our APP, one less fake product is sold. The results obtained since its release are promising: we have more than 100 downloads and 52 machines sold through a recommendation from “LA PROPIA STIHL” to an authorized dealer.”
Iver Paredes, Marketing and Sales Manager of Inmeq, Equator
DO YOU HAVE ANY QUESTIONS?
CONTACT US!
Andrea Chaverra
+57 313-5327226
andrea.chaverra@stihl.co
Francisco Gazcon
+54 1147365610
francisco.gazcon@stihl.com.ar
Lucciano Lescano
+51 288-2813
lucciano.lescano@stihl.pe
Iver Paredes Gutiérrez
+59 398-7734231
iparedes@gn-suferreteria.com.ec