8 Must-Haves and Nice-to-Haves in a Professional BPM Monthly Report
In a previous article on LinkedIn, we had outlined what you should report during a meeting with your Monthly Global Brand Protection team meeting, focusing specifically on the key points that need to be addressed in this kind of meeting in order to prioritise targets and plan out the best way ahead.
What emerged as particularly important is packaging your findings and information in a way that is both cohesive and easily understandable by the rest of the team, while also showing how this information can be used to compare and contrast to previous efforts and plan for the future.
Now, we will focus more on the nitty-gritty of putting together a detailed report, and the kind of essential – and desirable -– elements that will make your report all the more strong and on-point, and ready to tackle the challenges posed by organising counterfeiting efforts worldwide.
Main Aims of a BPM Monthly Reports
When drafting the report, it’s good to keep the essentials of what you’re doing clearly in mind at all times, lest you become overwhelmed with the details and derail your ultimate aim of presenting your findings and proposing the way ahead in the clearest and most engaging way possible.
We can break down these key elements into two broad categories. In short, the aim of the report should be:
To share achievements and attract more attention (and resources) to the work carried out by the brand protection department within a company.
To summarize the patterns of the latest counterfeiting efforts and respond accordingly.
The closer you get to writing the report the better it will be for you to divide things up in even more refined sections. A clean selection of five ‘must haves’ will help focus your mind on the really important points, and remind you how to structure them before pitching it to your team. So, keep the following five points as your benchmark:
Number of new cases
This is where you drill down into different regions and case origins, pinpointing new cases based on their geographical roots and the implications of these finds. New cases may yield key information about emerging counterfeiting trends, so it’s a given that keeping an eye out for them is crucial to your operations.
Number of seized product
Establishing the variety of products and product categories being seized by the authorities should provide vital information on what kind of products are being hit and compromised, as well as consumer bases that are being fooled into buying counterfeit goods.
Monthly key cases
A monthly overview of some notable cases should provide you with an important perspective of some ongoing counterfeiting trends and the difficulties which needs to be addressed. Important information could be extrapolated from the best practice on difficult cases in any given month, whether the cases are safety related or not, or whether they feature the appearance of repeat infringers or not.
Heatmaps of infringers
A good heatmap of infringers will certainly help pinpoint key areas that need to be tackled, and should also be organised according to different infringer category and infringement types.
Number of actions taken
Identifying the actions that have been taken to counteract ongoing counterfeiting efforts will help lay out the groundwork of what is being done right now. However, coupled with the information detailed and analysed in the points above, it should also help the team pan out the best way forward.
Of course, going beyond the call of duty should not be too much to ask when it comes to tackling the ever-mushrooming reality of counterfeit products. Here are three more points to consider adding to your report, in an attempt to deepen the efforts of your team and try to give a more thorough picture of the counterfeit threat.
Relationships and connections
Establishing clear connections between cases and infringers would provide invaluable information on the dynamics and patterns of counterfeit operations, and possibly even give you a predictive, tactical edge over their next move.
Calculating seized goods as multiplied by market price of genuine product will give you a clear picture of the economic fallout generated by current counterfeiting efforts.
Overall budget and remaining budget
It’s always good to keep an eye on what’s left of the budget of service providers, as losing track of this may result in facing some nasty surprises further down the line.
Drafting the most detailed Brand Protection Management Report is crucial to counteract future counterfeiting efforts in as concentrated and organised a way as possible. It’s not just a matter of pinpointing what needs to be done, but also about organising the information in a way that’s coherent, easy to understand and that is on the ball with regards to the most important aspects of counterfeiting.
Apart from offering a good overview of the available data, it’s equally important to find connections: between counterfeiters and the cases being pinpointed, between the number of seized products and the prevailing counterfeiting trends of certain countries, and so on. Having an approach that’s both clear and holistic will ensure that operations are on point and that all the data available is being put to good, practical use.