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Mongolian Marketing Consulting Group

NPD, New product development

World brands use the user-centered Co-Creative model of NPD new business and product development. Market and segment understanding enables creation of different prevalent value and advantage of competition. It also helps improving current products and services. First, users evaluate the product concept and brand at all levels, then, we calculate the demand and reflect needs, therefore, it provides more success versions on the market.

NPD, new product development stages

STEP 1

Market & segment understanding

Market & segment understanding

STEP 2

Idea creation, concept development

Idea creation, concept development

STEP 3

Product concept testing

Product concept testing

STEP 4

Product mix development/ testing (pack, blind, hut, clpt)

Product mix development/ testing (pack, blind, hut, clpt)

STEP 5

Positioning & communication strategy development

Positioning & communication strategy development

Trademark

A trademark is a distinctive expression used by citizens and legal entities to distinguish their goods and services from the goods and services of others.
Law on Trademarks and Geographical Indications
3.1.1. “trademark” means distinctive expression used by a natural or a legal person in order to distinguish the goods or services from those of others;
4.1. Trademarks may be expressed in words, figures, letters, numerals, three-dimensional configurations, colors, sounds, scents or any combinations thereof.
In 2021, the Intellectual Property Office received 4,642 trademark applications, which has increased by 452 applications (10.8%) compared to 2020. In 2021, 3,308 trademarks were granted protection certificates, which has decreased by 720 trademarks (17.9%) from the previous year. According to Article 9.3 of the Law on Trademarks and Geographical Indications, trademark certificates are valid for 10 years, and as of 2021, 51,784 trademark certificates are valid. Number of valid trademarks has increased 1.9%-5.9% for last three years.
Number of trademark applications and trademarks with protection certificates and valid trademarks
2018
2019
2020
2021
Trademark applications – total
4,374
4,603
4,190
4,642
Domestic applications
1,431
1,581
1,663
2,222
Foreign applications
576
619
529
502
International applications filed under the Madrid Agreement and Protocol
2,367
2,403
1,998
1,918
Trademarks with protection certificates – total
3,505
3,927
4,028
3,308
Valid trademarks
45,696
47,983
50,809
51,784
Source: Intellectual Property Office (https://www.ipom.gov.mn/mn.php?page=53)
According to the “World Intellectual Property Indicators 2021” by the World Intellectual Property Office (WIPO) , in 2020, 13.4 million applications of 17.2 million trademarks were received through 168 intellectual property agents worldwide, representing a 13.7% increase in the number of trademarks and a 16.5% increase in the number of applications from 2019. As of 2020, 64.4 million trademarks are valid worldwide. China, the USA, Japan, Iran, the European Union, and regional intellectual property agents are leading in terms of the total number of trademark applications received.
China leads in terms of the number of trademark applications per one million (1,000,000) people, which was 5,425 for the country in 2019. This figure was 2,619 in England, 1,950 in Singapore, 1,402 in the United States, 1,323 in Armenia, 1,037 in Brazil, and 236 in India. As of 2019, the number of trademarks per 1,000,000 people in Mongolia was 1,191.

Industrial design

An indicator of a country’s production and design development and the level of creativity of citizens can be the industrial design applications and number of patents issued in that country and internationally.

Law on Intellectual Property

5.1. The following intellectual property rights shall be protected
5.1.1. copyright and related rights;
5.1.2. Industrial property rights.
7.1. Industrial property rights include:
7.1.1. invention;
7.1.2. innovation;
7.1.3. industrial design;
7.1.4. trademark;
7.1.5. geographical indication.
7.3. The state administrative body in charge of intellectual property matters shall register the items specified in Articles 7.1.1, 7.1.2 and 7.1.3 of this Law and issue a patent, items specified in Articles 7.1.4 and 7.1.5 and issue a certificate in accordance with relevant procedures.

Patent LAW
3.1.2. “industrial design” means a new and original solution related to the shape, pattern or color, or a combination of colors in an article;
3.1.4. “patent” means a document granted by a responsible government authority certifying the recognition of the given solution as an invention or industrial design, and granting the exclusive right to own the invention or industrial design to the creator for a fixed period of time;
3.1.6. “creator” means a person who devised an invention, industrial design or utility model by his mental creativity;

In 2021, the Intellectual Property Office (IPO) received 361 industrial design applications, which has increased by 72 applications (24.6%) compared to 2020. In 2021, 221 industrial design patents were granted, which has decreased by 4 patents (1.8%) from the previous year. According to Article 15.1 of the Patent Law, industrial design patents are valid for 10 years, and by the end of 2021, there are 2,786 valid industrial design patents.
Industrial design applications, number of granted patents and valid patents
2018
2019
2020
2021
Industrial design applications – total
269
300
293
365
Domestic applications
140
180
167
249
Foreign applications
38
3
4
3
International applications filed under the Hague Convention
91
117
122
113
Granted industrial design patents – total
271
215
225
221
Domestic applications
143
95
102
104
Foreign applications
40
3
1
4
International applications filed under the Hague Convention
88
117
122
113
Valid industrial design patents
3,742
3,279
2,643
2,786
Source: Intellectual Property Office (https://www.ipom.gov.mn/mn.php?page=53)

According to the “World Intellectual Property Indicators 2021” by the World Intellectual Property Office (WIPO), in 2020, 1.1 million applications of 1.4 million industrial designs were received through 154 intellectual property agents worldwide, representing a 2% increase in the number of industrial designs and a 5.6% increase in the number of applications from 2019. China, the European Union, the Republic of Korea, the United States, and Turkey are leading in terms of the number of industrial design applications.

The Republic of Korea is the leader in the number of industrial design applications per one million (1,000,000) people, and the figure for the country was 1,187 in 2019. This figure was 105 in Ukraine, 70 in the United States, 31 in Russia, 20 in Brazil, and 7 in India. As of 2019, the number of industrial design applications per 1,000,000 people in Mongolia was 91.
Number of industrial design applications per million (1,000,000) people, as of 2019
Source: “World Intellectual Property Indicators 2020”, WIPO.

Trade Map database and analytic tools of the International Trade Center:

Nowadays, export market opportunities are developed based on the Trade map database of the ITC. To conduct this type of research, the Relative Advantage Index or RCI (Revealed comparative advantage indices) of export/import is used.

Searching for information on foreign trade requires knowledge of classifications and codes used in international trade and customs statistics, such as the Harmonized System.

(https://intracen.org/ )
(https://www.trademap.org/Index.aspx)

Statistical data, compilations, and research reports issued by the statistical organization of the respective country, city, or local government:

Statistics of China can be obtained from the website of the National Bureau of Statistics of China. You can view the annual statistical data (China Statistical Yearbook) online by clicking on the Annual Data section in the Data menu of the website. Information (tables and data) is available for all of China and regions of interest by province (Inner Mongolia, Hebei, Shanxi, etc.), by city (Hohhot, Urumqi, Baotou, Harbin, etc.) and by industry and topic (price data, retail and food industry).
http://www.stats.gov.cn/english/Statisticaldata/AnnualData/

Statistics of the Russian Federation (RUS) can be found on the website of the Federal Statistical Service (Федеральная служба государственной статистики – Росстат) statistic for annual statistical compilations (статистический ежегодник) and regional socio-economic indicators.

As for Korea, the Korean Statistical Information Service (KOSIS ) provides statistical information to users, similar to the Mongolian Statistical Database

As for Japan, statistical information published by the Statistics Bureau of Japan can be obtained from the organization’s website. https://www.stat.go.jp/english/

Statistical data, compilations, and research reports issued by the statistical organization of the respective country, city, or local government :

From the Statistics menu of the website of the Korea International Trade Association (KITA), it is possible to get information about which countries Korea imports what kind of products. Searching for information on foreign trade requires knowledge of classifications and codes used in international trade and customs statistics, such as the Harmonized System of Commodity Identification and Coding. http://kita.org/

Mongolia’s main export countries, such as Russia, Korea, China, and Japan, are producing and exporting countries themselves, so ministries and government agencies do not usually publish reports and information about domestic production, trade, and consumer markets. However, it would be more effective to collect and use data from government organizations, agencies, and institutes that support foreign trade and small and medium-sized industries (SMEs). For Mongolian manufacturers who intend to export their products, it will be possible to establish contact with these organizations, supply semi-finished products and raw materials, cooperate with manufacturers and traders of the country and region, and obtain information and research about the market of the region. For example, through the Russian Export Center, it is possible to contact the entrepreneurs of the Republic of Buriat.
https://www.exportcenter.ru/en/

Market research report and database of research and consulting agencies that produce and sell market research reports and information:

Often these types of market research reports and databases require a fee to use. Such reports can provide more detailed and specific information. In most cases, these agencies publish general statistics and historical survey data in a way that can be viewed and used immediately for free, but access to detailed reports and databases for more detailed reports and updated figures requires a fee. If you find general statistics and previous research data sufficient, you can use them directly. If you are more serious and can afford to pay that amount, you can also purchase reports and information.
These types of agencies have become a major part of the marketing research industry. According to the 2021 report of the Global Marketing Research Market issued by ESOMAR, the global professional research association, in 2020, income of such activities (Reporting) reached 24.9 billion USD, which occupied 27.7% of total income from marketing research industry.
“Reporting” is the activity of obtaining data from relevant sources, verifying and analyzing it (analyzing secondary data), and then delivering it to customers and users. Forms of delivery include selling reports and data online, paid use, organizing presentations, and giving business consultations based on research and data. Collecting primary data is not the main business but making recommendation is available at such companies as Gartner, Forrester, Mintel, IHS Markit, Euromonitor, Deloitte, McKinsey & Co., PwC etc.
“Global Market Research 2021: An ESOMAR Industry Report in cooperation with BDO Accountants & Advisors” ESOMAR, 2022 “ESOMAR’s Global Top 50 Insights Companies 2022: Presenting the leaders of the industry” ESOMAR, July 2022

IHS Markit offers more than 1,500 databases (Data Lake), more than 350 research reports and recommendations (Industry Cases), 5,000 researchers and consulting services of industry experts in the automotive, international trade, mining, financial services, and agriculture industries. https://ihsmarkit.com/

IBIS World covers more than 1,000 industries, and from the Asia-Pacific region only China, Australia and New Zealand market data is published. Of course, there is a fee to download and use databases and reports, but general information and basic statistics can be downloaded and used directly for free. IBIS World’s industry report is free to download and include relevant information, and the report provides important information for developing your future business plans and strategies, such as industry market size, trends, key industry players, and SWOT analysis. Just enter a few details such as country, surname, email address and download the free report. It may not contain the exact information you’re looking for, but hopefully you’ll find plenty of inspiration here. https://www.ibisworld.com/

Economic Intelligence Unit’s data report may be too general. However, there is an advantage in that the country’s industry experts provide advice on issues to consider when entering the market. The Country Analysis section contains analytical reports containing information on economic opportunities and risks for more than 190 countries. боломж, эрсдэлийн талаарх мэдээллийг агуулсан аналитик тайлан байдаг. https://www.eiu.com/

Statista’s data research is more suitable for our needs. On Statista’s platform, you can view statistical information and thematic research reports about the market of a given country and the market of a given type of product. It contains reports and statistics from more than 150 countries and 170 industries. https://www.statista.com/

Official statistical database of the National Statistical Office

Other sources of information about the market of Mongolia

Coming soon …

Coming soon