Kellogg Takes Control of Product Data
Understanding that consumers rely heavily on mobile applications and web sites to get the right information about products, Kellogg Company (www.kelloggcompany.com) ensures there is a “single version of product truth” internally and externally when communicating product information to retail customers.Kellogg created a disciplined, centralized process to set up product information in its material master databases that use SAP software (www.sap.com). “Managing the complexity and size of Kellogg’s operations demands that we have a strong sense of governance over our product data,” says Ryan Zima, master data manager at Kellogg.
Through the central management of Kellogg’s Customer Logistics Services Group, the product attributes of every Kellogg product is gathered in its own New Item Form, requiring detailed inputs from staff in its Food Development, Engineering, Finance, Nutrition Labeling, Packaging Technology, Quality and Marketing groups. The Master Data group then normalizes the data for various enterprise applications, including synchronizing product information through 1WorldSync (www.1worldsync.com) and the Global Data Synchronization Network (GDSN) (www.gs1.org).
Kellogg partnered with Wakefern Food Corp., the operator of ShopRite and PriceRite stores, to investigate how product information for the Special K Strawberry Meal Bar is communicated through the supply chain.
Wakefern uses the GDSN as a primary means to set up and maintain item information to support Merchandising, Buying, Store Operations, Logistics and Marketing. Its processes demand and require a broad set of product data such as weights and dimensions, ingredients, nutritional information, etc.
Overall, the totality of the Special K Bar product information shared between Kellogg and Wakefern supports key processes. For example, Merchandising benefits from proper category management, shelf planning and shelf descriptions. Likewise, Marketing benefits from properly displaying products on the ShopRite from Home web site, circulars and loyalty programs.
“The electronic, standardized, one-to-many communications enables a faster speed to market through our many channels of distribution,” concludes Rich Borrasso, business development manager of Kellogg.
FAST FACTS
Data Overload
Kellogg maintains at least 340 pieces of attribute information for the Special K Strawberry Meal Bar. Inputs for any product within Kellogg can come from as many as 200 people in the company.
Data Enthusiast
Kellogg Company is taking a strong stand in making sure consumers get the right information about its products. It is among the most enthusiastic advocates and supporters of the GDSN.
The Butterfly Effect
In a complex network of moving parts, a missing or wrong piece of product data upstream will have dramatic effects downstream, disrupting the supply chain at many points, and ultimately affecting the consumer.
MDM in Retail
Wakefern’s robust MDM system is fully integrated to support logistics, store operations, replenishment, advertising and promotion management, as well as management of the Wakefern wholesale centers.