Kellogg's

What our client needed

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 their incumbent service provider and offered more cost efficiency, 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, including on-shelf POS solutions, 3D displays and disruptive or theatrical displays which help to shape the consumer journey. Paragon appointed a dedicated account director to manage a team of contract support executives who were TUPE’d over  to Paragon, some of whom are based onsite at Kellogg’s HQ.

In total, we delivered a team of eight people, all dedicated to our clients 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 around 120 global order windows a year. All of 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. Items are produced either within Paragon’s own POS facilities or, where appropriate, sourced and procured via a global supplier footprint with the entire supply chain managed by Paragon’s specialist POS 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 efficient 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 thanks to the live tracking and visibility of orders.

Benefits:

• Huge reduction in cost of production compared to previous service provider
• Order and process efficiency
• Seamless transition and bespoke single-sign on ordering platform
• Order consolidation for improved price without compromising product quality
• Global marketing campaigns managed through a centralised model approach with an optimised marketing strategy
• Dedicated account team and on-site support