Case Study - Cost Effective Design and Delivery for Marcom Materials
SerCom - taking the pain out of supply sourcing...
The Challenge
Having already experienced the cost and service benefits of our solutions for accessory materials, SerCom's client, a global provider and leading brand name for high end consumer products, decided to make significant changes in their supply chain for MarCom materials. The task was made more complex by the absence of specifications for many of these materials and the multitude of stakeholders involved. Many of the items had a very complex design and the client expected exceptionally high standards, in line with their brand image and indeed to reflect the value of their products. The lead time expectations were, and continue to be, very aggressive and campaign delivery dates remain fixed regardless of any delays with files or golden masters.
SerCom's Solution
As part of an overall drive on cost management within the company and as a result of our print and packaging expertise, a decision was made to have the Marketing function avail of the benefits offered by SerCom. We successfully quoted on the initial and subsequent materials for a variety of marketing campaigns. This was achieved by tapping into two of our core competencies - print and packaging expertise and leveraging our considerable book of business with relevant suppliers.
Our team worked closely with the various stakeholders to understand their requirements, establish specifications and manage the process from pre-press through production to delivery to multiple locations. SerCom personnel conducted production checks, reviewed samples with our client and were present at manufacturing processes and in warehouses to check on the quality of the final deliverables to the client.
We also designed particularly high end packaging for some very high value products. This required selection of packaging materials that would promote the product well on the shelves. There was also the requirement to protect it throughout the logistics supply chain from pack out to delivery to end customer. We carried out drop testing on selected materials and established detailed packaging specifications to include pallet quantities and warehouse stacking details.
We have developed a thorough understanding of the client's requirements, and as a result, solutions are now provided on a global scale from SerCom. These include:
- management of and support in translation (English files to a wide range of languages)
- management of DTP (DeskTop Publishing) process to ensure files are both checked and made ready for printing
- establishment of packaging and labelling requirements for each of the many warehouses involved in distribution of these materials for our client
- design of packaging for both high end and low end products
- project management of multiple materials required to support each specific campaign
- establishment of a customer approved physical catalogue of options (including materials and finishes) to enable a more exact specification at the outset. SerCom in turn, has drawn up specifications internally to ensure that stringent quality standards are in place.
The Results
The most significant impact of SerCom's solution is that a new business model, with a far lower cost base, has been enabled for our client. This model, which we continue to enhance, has now been proven to be very reliable and meet all stakeholder needs. Our DFx * approach has ensured that, together with design and campaign considerations, manufacturability, cost and flexibility of supply are now also factored into the client's design process for Marcom materials.
Specific results:
- Very significant cost reductions delivered for our client
- Improved performance with on time deliveries
- Our client has leveraged SerCom's supply base which has ensured continuation of cost reduction activity while very challenging lead times are achieved
- SerCom's considerable print expertise has devised and produced a catalogue of material, print and finish standards. These standards facilitate the use of common base stock to achieve variable outcomes to meet the needs of different campaigns and are approved by our customer
- SerCom has ensured smooth delivery to each warehouse despite complex and variable labelling and packaging requirements
- We have now established processes with our suppliers to ship in smaller quantities - thereby avoiding time-consuming breakdown of bulk shipments further downstream. This has improved overall delivery quality and reduced cycle time and cost.
DFx is Design for multiple attributes where x = cost, manufacturability, etc