By Kieran
25 Oct 2022

Test case study FR

Sub Heading
Test sub-heading. Streamlining international and regional marketing campaigns

What our client needed

Kellogg's is a market leader in the FMCG sector, producing a range of products including cereals, savoury items and snack bars. Their products are manufactured in 18 countries and marketed worldwide. Kellogg’s promote and sell their products via major retailers and wholesalers on a global basis and required a strategic partner to support the design, production, fulfilment and logistics of their point-of-sale materials including temporary, semi-permanent and permanent freestanding display units.

Kellogg’s needed a solution that met their needs more closely than the incumbent service provider had, which offered more cost efficiency with a dynamic approach, and better technology. Innovation was key for a client that wanted to reduce plastic usage in favour of more environmentally friendly materials.

What we gave them

Paragon provides print and POS execution agency services: an end-to-end service managing the whole process, following the receipt of artwork from Kellogg’s. Paragon provides everything needed in a retail environment – onshelf POS solutions, 3D displays as well as disruptive and theatrical displays which help to shape the consumer journey.

Paragon implemented a dedicated account director to manage a team of contract support executives who were TUPE’d over to Paragon, some of whom are based on site at Kellogg’s HQ.

In total we delivered a team of eight people, all dedicated to our client's account. Alongside this team restructure, and integral to the solution, was the introduction of PEP, Paragon’s bespoke technology platform that was developed in-house to support and easily integrate with multiple client systems by API links.

Paragon’s PEP solution was specially customised for Kellogg’s, building in an order window system to maximise production efficiency and spend. Paragon manages some 120 global order windows a year. All Kellogg’s’ stakeholders can log on, view a catalogue, and then place an order. This is then consolidated by Paragon into the order window and delivered according to Kellogg’s’ campaign and product launch activation plan.

PEP provides Kellogg’s with a technology solution that supports and aligns with their centralised procurement model and enables them to manage both central and local campaigns across the EMEA region.

Production is done both in-house in a number of Paragon’s production facilities, other items are sourced through trusted Paragon suppliers, procured via a global supplier footprint, and the entire supply chain is managed by Paragon's procurement team.

What was the impact

Paragon’s solution is up to 36% more cost effective than the previous service provider, delivering significant gains in process efficiency and allowing Kellogg’s to focus on their core activities.

The consolidated order process allows Paragon to fully leverage their global supplier network to extract best-buy price whilst also ensuring cost- effective procurement, brand consistency and timely delivery to market in time for retail activation dates.

The seamless transition, including Paragon TUPE expertise has allowed Kellogg’s to move past ‘business as usual’ and into innovation; they are now able to plan ahead with greater strategy due to the live tracking and visibility of orders.

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