Let’s take the example of a Metro Cash & Carry private label manager who needs attractive packaging for a new product – a Watson TV – including the instruction manual. MMS-OBM offers the following support: To start with, the manager files a new project in the MMS-OBM platform and looks for the right category in the Watson brand list – i.e. Telelvision Sets – and enters the respective information as requested by the system, such as the name of the manufacturer. The system also wants to know the product description and the required type of packaging. A TV set is of course best packaged in a box, including the instruction manual and an advertising sticker for the TV as well as the private label logo. The brand manager enters this data, defines deadlines and starts the ball rolling at the click of a mouse. The computer takes over the coordination of all further processing steps and presents the private label manager with interim results, which are then to be checked.

The vendor is the first recipient of an order. The vendor receives an e-mail with an attached to-do list, which includes entering product details such as article name and description into the MMS-OBM platform. In addition, the Global Trade Item Number (GTIN) - formerly EAN - and the technical features have to be entered, and the required pictograms selected from those available. The vendor is also required to include the dimensions of the packaging and the texts for the instruction manual as well as upload product pictures or send a product sample to a photo studio, which is also integrated into the process. A test report from an external quality assurance source is also required. The system defines exact deadlines for all details which have to be met by the supplier. If the vendor should overrun a reminder e-mail is automatically dispatched.

The brand manager screens the photo material, checks the test report and has the product information checked by METRO Group quality assurance once again. If everything is in order and the vendor has provided all required product information, the private label manager issues the order for the translators to start translating the packaging and instruction manual - under the condition that the TV set is also to be sold by Metro sales divisions abroad. The contracted translators are informed via e-mail and receive the respective texts. Only those parts of the product description or leaflets have to be translated which are not stored in the translation archive – such as from a former project. Translators carry out the translation in the agreed timeframe and upload their work on the Internet platform. Before the texts are released they are forwarded to the brand managers of the involved countries by the MMS-OBM system so they can cross-check the translations. Their approval or corrections are entered on the Internet platform.

As soon as the texts have been approved the private label manager in charge receives a message. The system then initiates the next step: Designing package artwork and the instruction manual. The agency in charge receives the "go-ahead" via e-mail, which announces a new project. It also refers to the Internet platform, from which the agency can download all photographs, pictograms and text components including the respective translations and instructions on where texts are to be located on the packaging. The agency then compiles the artwork from dynamic and static – such as a standard background – components, which they can retrieve from the system. The design agency then sends its drafts to the brand manager via e-mail. The brand manager then checks the drafts and on approval forwards these to the buyer in the sales line for comments. The MMS-OBM software lends great support in this process, because it makes it possible to turn the packaging virtually and look at it from all sides on the screen. If buyers request changes to the drafts, they can mark these right on the screen-shot of the packaging.

If the brand manager in charge has approved the packaging design, the next step is printing. The brand manager uploads the required data on the MMS-OBM platform. The program then sends a message to the printers and asks them to retrieve the artwork master from the Internet platform and to create print-proofs. The private label manager then checks the proofs. The MMS-OBM project for the packaging for the new Watson TV set is then finished.

All MMS-OBM projects are centrally managed by METRO Group head office in Düsseldorf. MGI in Düsseldorf runs the servers and data bases which store all project data including text and photo material. Projects which are initiated by brand managers abroad are finally authorized by head office.

MMS-OBM significantly boosts the quality of processes in private label management. Many steps which were work-intensive and time-consuming in the past can now be dealt with more quickly and with more focus. METRO Group intends to give all private label managers in the group the possibility to use MMS-OBM to manage their projects by the end of 2005.