Abu Ghazaleh Intellectual Property(AGIP)

Annual General Meeting – Amman, Jordan

NATIONAL DEVELOPMENT DEPARTMENT17 January 2014

Introduction Charges are very important to most of our national clients but the service we provide in return of our charges is of equal importance.   The quality of service we provide may not be considered the best available, but the fact remains that we are better now than more than 90% of our competitors.  Our listed prices are higher than our competitors when broken down, but in total, and when it comes to other hidden fees, our charges are competitive  Our attention has been focused on certain competitors and ignored those gaining significant market shares. Small firms and national law offices are competing with prices that we cannot afford to offer. Our reliance is on our image alone. The marketplace is changing, at which competition might respond depending on their awareness.

Strengths, Weaknesses, Opportunities and Constraints (SWOC) Analysis:

Strengths 1. Availability of technical resources and potentials.2. Availability of professional experts in Intellectual Property, whether in the

offices or in the Head Office.3. Mr. Chairman’s appearances on Arab and world satellite channels as well as

his role in the UN and other international bodies.4. The current charges are going to be more competitive in comparison with

others.5. Any kind of data/information needed can be easily acquired.6. Expected future economical and political developments of our surroundings

are considered.7. A network of owned offices covering individual Arab countries, Turkey,

Pakistan, China, Afghanistan and India.8. A wide and established network of associates around the world.9. Centralized records at the Regional Office to facilitate dealings.10.Website, monthly and periodic IP publications.11.An automated system for tracking a certain application, Work In Progress

System (WIPS) will be integrated on a dedicated website to allow clients to track their applications.

12.AGIP has launched the first IP news agency in the world.

Strengths, Weaknesses, Opportunities and Constraints (SWOC) Analysis:

Weaknesses1. IP Portfolio Management service is not in available.2. The existence of some problems in some offices like belated

registrations or replies to clients.3. The lack of marketing awareness among employees.4. No available information of the technical aspects that other

competitors’ follow and their expected counter behavior.5. No flexibility in providing discounts (recently change)6. We do not have account managers in the centralized department for

national clients which need to be created for all clients with special attention needs.

7. Delays in implementing several automated systems, such as the WIPS.

8. Lack of knowledge sometimes within the firm for certain issues.9. Lack of proactive thinking in some offices.

Strengths, Weaknesses, Opportunities and Constraints (SWOC) Analysis:

Opportunities1. Changing the structural thought of AGIP’s personnel to reduce

reliance on our reputation and name to attract clients who are in need of our services.

2. The door is wide open to utilize TAGI services and other TAG-Org Subsidiaries to support the implementation of the proposed growth strategy.

3. Raising awareness of Intellectual Property among Trademark owners.

4. WIPS and AGIP.net, both are up and running.5. Unlimited number of possible potential clients that we did not

approach yet.6. Global interest in the Arab region market and protecting Intellectual

Property Rights (IPRs) is one of the major opportunities for the next 5 years.

7. Having a high percentage of Companies handling their IP portfolio avoiding using agents, gives us the chance to market our services and to approach them since we posses the qualification and expertise in the filed; hence facilitating achieving the complexity of the portfolios.

Strengths, Weaknesses, Opportunities and Constraints (SWOC) Analysis:

Constraints 1. Parallel growth of competition, since the possibility exists that

competition will seek avenues to broaden their base and introduce services similar to ours.

2. Until recent, competition is strictly based on charges but now it is quality and new services.

3. We have no control over services delivered and follow-up on clients.

4. Recently, competitors started offering the same services for competitive prices, thus, attracting new clients.

General Misconception 

Client is not always right

General Misconception 

Client do not want to pay

General Misconception 

Client must work with AGIP

General Misconception 

Client is trouble maker

General Misconception 

Client is not organized

General Misconception 

Clients come and go

General Misconception 

Clients come to AGIP no need to market

General Misconception 

Clients complaints are normal matter

General Misconception 

Clients do not want to protect their trademarks

General Misconception 

AGIP is IP Agents

General Misconception 

Clients pay our salary and the reason for keeping our jobs

National Clients’ Needs There are many national clients who wish to register their trademarks home and abroad but they do not have accurate information about the manner of registration, registration stages, and the parties that protect their trademarks.

The Arab client prefers interviews and phone calls rather than emails or fax

The policy of advanced payment is a difficult sell for national clients and they usually object to it. A 50% advance payment may be more helpful and the rest of the 50% are post dated cheque within 60 days.

One of the most popular requests of national clients is that they need to have one contact person for all their operations in different countries, for which Account Managers should be available in the firm. 

Segmentation in the Targeted MarketNational Associates: Associates can be divided into three main types:1. Law firms: those who provide different legal services related to companies.2. Multi-office IP Agents: those who provide IP services in more than one country.3. Single-office IP Agents: those who provide IP services in one country.

National Trademark owners: Companies that produce goods and/or provide services and own trademarks for such goods and/or services. They can be divided as follows:4. Large National Companies with operations in other countries: Companies that have activities home

and abroad, and export goods and/or services to other countries, or have affiliates in several countries and need to protect their trademarks in the countries that have activities in it.

5. National Companies: companies that own trademarks at the national level. 

Strategic Goals1. Be a low cost provider of IP services while maintaining

highest level of quality.2. Shift the attention from price to quality services that AGIP

offers.3. Develop Intellectual Property Portfolio Management

(IPPM) with the focus on introducing it as a distinguished service offered by AGIP.

4. Achieve Annual Increase of AGIP market share of National markets by 20%.

5. Develop new offers and services that AGIP could provide its clients.

Resources NeededA representative in every office under the title of Marketing Officer, with the following qualifications: 1. Execute marketing instructions forwarded by the National Marketing Department.2. Provide information requested by the National Marketing Department.3. Provide monthly marketing activity report (the form will be provided during the

training course).4. Perform prospecting activities and client visits.5. Follow-up on clients and issue memos summarizing client visits, which will be

forwarded to the National Marketing Department.6. Prepare monthly marketing report and forward it to the National Marketing

Department.7. Follow directions given by National Marketing Department. 

  في اليوم ذاتهالرد

  بشكل واضحالرد

  بطباعة انيقةالرد

  بمعلومات صحيحةالرد

  على كل المطلوبالرد

  مع االنجازالرد

 Respond Daily Respond Clearly Respond Neatly Respond Correctly

Respond Fully Respond Efficiently

THE SIX GOLDEN PRINCIPLES

POLICIES, PROCEDRURES, AND MANUALS IN PROGRESS

We are now working on the following:

1. Developing separate profile for every country in both English and the National country’s language

2. Marketing Officer Manual3. Management system for marketing officers4. CRM system for National clients5. List of all marketing officers with full details6. Database of all national companies in all countries7. List of all TV Channels8. All competitors market share in details in all countries9. Financial performance in details in all countries10.List of telecom companies in all countries11.Top one hundred national marks in all countries12.As well as many other documents to follow

Good Luck