Producing private label packaging is a laborious process. The brand manager has to coordinate and track deadlines, contract service providers and finally check results. In the future this will be done more effectively - thanks to new MMS-OBM software. 
Private Label Management – Digital Speed
A Metro Cash & Carry private label manager returns from a business trip to Spain with an idea for a new product: Orange juice with a particularly strong taste. Its golden-yellow color radiates freshness. The private label manager can see just how this product complements the existing Aro product range. At the next meeting of METRO Group category managers he suggests having orange juice produced which tastes exactly like the Spanish reference product. Meeting participants sample the juice and decide to carry it as a private label product at Metro Cash & Carry.
But the first step is quality assurance: Lab staff at METRO Group carefully analyze the quality of the Spanish orange juice. They identify the ingredients and define a profile for the product. Based on this, buyers from the sales division contact manufacturers and try to negotiate attractive prices for ingredients and production.
But the first step is quality assurance: Lab staff at METRO Group carefully analyze the quality of the Spanish orange juice. They identify the ingredients and define a profile for the product. Based on this, buyers from the sales division contact manufacturers and try to negotiate attractive prices for ingredients and production.
Coordination Galore
As soon as a suitable supplier has been found and the general framework for production of the orange juice has been agreed, the private label manager sets to work. A range of questions have to be answered:
- How can the juice be marketed best using the Aro label?
- How is the packaging to be designed?
- Which pictures and which texts are to be displayed?
At this point a process chain starts for the private label or "brand" manager. The supplier has to be briefed, pictures have to be taken and a design agency contracted. In case the private label manager intends to sell the product in other countries, the product texts have to be translated. This all takes a lot of coordinating, which will be significantly reduced in the future thanks to MMS-OBM.
Computerized Manager
Efficient MMS-OBM is based on software which was specifically developed for METRO Group. It fully automates all steps needed to plan and organize product packaging development. As soon as the private label manager has initiated a project on the Internet-based MMS-OBM platform the system sends orders to the involved service providers. Control messages keep the coordinator in charge up-to-date, facilitating intervention if delays occur within processes. All results on the path to the final product packaging are stored on the platform and all involved parties have access. MMS-OBM creates leaner marketing processes for private label products, eases communications and boosts transparency.
