COMBATING COUNTERFEIT GOODS IN PAKISTAN: A CASE STUDY ON A LOCAL SOAP MANUFACTURING COMPANY IN PAKISTAN.

Abstract

The widespread availability and purchase of counterfeiting goods pose serious difficulties and challenges for the marketers and the manufacturers in consumer goods markets specifically in (FMCG) industry. This study looks at the problem of fake detergents and soaps that a local soap and detergent company in Pakistan is facing, with an emphasis on how it affects distributor relationships, consumer trust, and brand reputation. In-depth interview with the company's marketing manager were undertaken in order to comprehend the scope and dynamics of the issue. 
This interview yielded important information on consumer behavior, counterfeit detection techniques, and market trends. Based on the results, the study pinpoints the main causes of counterfeiting, including insufficient customer awareness and shoddy supply chain monitoring. A multifaceted approach was put out to solve these issues, which included consumer awareness campaigns, improved distributor training, and the deployment of cutting-edge product identification systems. This strategy seeks to strengthen the brand over time in addition to reducing the immediate threat of counterfeit goods. For comparable companies struggling with counterfeiting in cutthroat industries, the report offers practical suggestions.