The Tesco Challenge – Managing Marketing More Efficiently

With an extensive and rapidly-growing portfolio of own label brands, Tesco recognized that greater control of their marketing activity was critical to improve operational efficiency.

There were two key challenges:

1. Managing marketing collateral and
2. Managing marketing activity operations, especially packaging and design

Associated with its own label brands, are hundreds of items of brand collateral – artworks, logos, photographs, pack shots, cutter guides, templates, guidelines, trademarks, regulatory information etc all of which must be consistently applied and kept up-to-date across the business.

Launching hundreds of new products each month, and tracking these projects manually, was a difficult and complex task.

Multiple external organizations are involved in the process – suppliers, design agencies, reprographics houses, and printers. Designing and producing the packaging requires crucial real-time collaboration. For operations of this scale, every day of cycle time improvement, and every percentage point of cost saving, really counts.

The Solution: BrandDirector

The client selected Jam Warehouse's BrandDirector to centralize, store and track the usage and dissemination of its marketing, packaging and design collateral across the business. BrandDirector's workflow module was then used to automate, then manage the thousands of concurrent packaging projects, running throughout the business internationally.

The Results

BrandDirector has delivered the following benefits:

• Created efficiencies around the production of new packaging while maintaining brand integrity
• Given the organization control of its brand assets by providing a large database of compact and high resolution design / brand collateral files
• Provided a single library of easily searchable and up-to- the minute versions of assets
• Enabled efficient and effective communication between the organization and its partners in the packaging design process
• Allowed the organization to brief, select, and approve contributions, from a broad base of suppliers
• Ensured that projects are properly tracked as they evolve
• Facilitated the management of tasks and critical paths
• Facilitated the identification of cost-saving opportunities
• Saved significant time and admin from the processes

"By taking control of our marketing assets, we are driving out significant admin, distribution, and agency costs. By automating our marketing processes, we are reducing 'time to market', further cutting costs, and greatly improving efficiency."

"Within Tesco, BrandDirector is used across the business to centralise, store, and control a wide and ever-increasing array of different marketing collateral: packaging imagery, design templates, brand guidelines, POS templates, promotional material, etc. Additionally, the end-to-end process tools give us the capability to manage concurrently hundreds of NPD / packaging projects, from initial conception, product and supplier selection, pack design & artwork creation, right through to launch, and even beyond to evaluation stage." Jeremy Lindley, Head of Design, Tesco.