what are the perfect ingredients for professional media ... · what are the perfect ingredients for...
TRANSCRIPT
What are the perfect ingredients for professional media planning?Enterprise Marketing Management and reseller marketing based on the example of Bauknecht Hausgeräte GmbH
Implementation by
SDZeCOM GmbH & Co. KG · Bahnhofstraße 65 · 73430 Aalen · [email protected] · www.sdzecom.deT +49 7361 594 500 · F +49 7361 594 591
Enterprise Marketing Management Solutions
CONTENTSERV GmbH · Werner-von-Siemens-Str. 1 · 85296 Rohrbach (Ilm) · [email protected] · www.contentserv.comT +49 8442 9253-800 · F +49 8442 2044
CONTENTSERV
CustomerBauknecht has been manufacturing high quality home appliances, such as washing machines, refrigerators, ranges and ovens for over 90 years. With its headquarters in Stuttgart, Bauknecht Hausgeräte GmbH is among the largest vendors in this sector in Germany.As an international company of the Whirlpool Corporation, the world-wide leading manufacturer and marketer of major home appliances, product communication is of utmost importance to Bauknecht. Resell-ers and end consumers alike are kept informed by means of print media, such as data sheets and price lists, in addition to various web-sites like the in-house online reseller portal.
RequirementsThe rapidly growing product portfolio, including additional brands, product groups and languages was crucial to the decision of Bauknecht Germany and Austria, as well Whirlpool Benelux to build a system for managing product information centrally and easily. At the same time, however, the product information was to be commu-nicated individually by the subsidiaries in their respective languages.Particularly the consolidation of previously inconsistent processes and redundant storage of product information in the different coun-tries had top priority. The product managers in the individual sectors and countries had to be coordinated. New responsibilities had to be defined and the product information transferred to a central database.
Project Description � Creation of a central, web-based and multilingual system for image
and publication management � International standardization of the media creation processes – transparency of data maintenance right on up to publication
� Media neutral management and maintenance of image and product data
� Simple localization of marketing material in the corporate design � Target group specific processing of product data � Cross media output: print catalog, data sheets, price lists, online reseller portal
� Flexible export interfaces to commercial partners and portals � Import option for quick processing of large amounts of data � Dynamic management of product and image data � Publication planning and last minute changes via the system � Quick maintenance of the product information through text
automations.
Our SolutionBauknecht Hausgeräte GmbH commissioned CONTENTSERV’s partner SDZeCOM GmbH & Co. KG. to run and implement the project. Due to Bauknecht’s high demands, the all-round Enterprise Marketing Man-agement System of CONTENTSERV was their first choice. It covers not only product and image management, but also publication plan-ning and production. The user-friendly solution enables users to main-tain data intuitively in many different languages and create different media both simply and efficiently.As the core of the system, the product management with the PIM Suite came into being first. It replaced the existing and inadequate product data management. SDZeCOM extended the new PIM with customer-specific functions, for example, the management of dynamic text modules, where the specifications of different technical attributes can be added as required. The CONTENTSERV Media Asset Management was used for the differentiated media neutral manage-ment of all image and media data.The CONTENTSERV Publication Manager was implemented as the basis of the publication management. It facilitates the planning, control and production of the different output media efficiently and yet flexibly, especially extensive multipage print media. It provides for visual production, task and page planning. The complete page planning can be mapped using the web-based system. This was also customized to meet individual customer requirements. In addition to manual page planning, publications can also be preplanned outside the system and then imported and generated automatically. During this process, pages are generated in the web browser. Previews can be calculated automatically and shown in the publication planning. Corrections and the final changes can be made at any time shortly before printing. With the help of the web-based InDesign Editor, as
„last-minute corrector“, these changes can be made easily and directly in the InDesign file using the web browser.A special export tool was developed for Bauknecht’s commercial part-ners. It enables virtually all product data to be exported as an Excel list via an intuitive portal interface and then integrated in the Content Management System for the respective websites. The exports can be put together flexibly and individually depending on the respective needs. This means that user-defined products, structures, sequences or possibly combined fields with many attributes can be defined indi-vidually for the export. In actual practice, Bauknecht thus provides its commercial partners with the content of the product catalog as required. Bauknecht is now able to create marketing media and prod-uct data sheets automatically on this basis. Multilingual catalogs are produced in a fraction of the time previously required in a resource-optimized way. Bauknecht makes the desired product information and marketing material available to commercial partners simply and efficiently.
Customer Benefits � An always up-to-date and media neutral database for media and product information for all countries involved
� Access to product data with export functions for commercial partners
� Time and cost savings through efficient central media creation � „Last-minute“ correction guarantees up-to-dateness for all print
products � Simple publication planning thanks to intuitive software.
Product Data
Unstructured Texts
Roles and Rights Management
Translations
Translation Management
Workflow and Versions Management
Master Data
Product Information Management
ExportManagement
Websites
Templates
Media Asset Management
Publication Management
Image Data Graphics Icons
Database Publishing
Marketing Material
Catalogs
ResellerPortals
XML Output
CONTENTSERV PIM for product management
Print publications are pre-structured via the Publication Manager
Practical sales book, data sheets and catalogs for 2 brands in 4 languages
„ With its all-round market-ing-oriented approach, CONTENTSERV is ideally suited to fulfill the assigned task. At the same time, we are already equipped with an optimal software basis for our future development.“
Viola Linke Brand Loyalty Manager Continental Region Bauknecht Hausgeräte GmbH
Solution Components
Information Input
Output
CustomerBauknecht has been manufacturing high quality home appliances, such as washing machines, refrigerators, ranges and ovens for over 90 years. With its headquarters in Stuttgart, Bauknecht Hausgeräte GmbH is among the largest vendors in this sector in Germany.As an international company of the Whirlpool Corporation, the world-wide leading manufacturer and marketer of major home appliances, product communication is of utmost importance to Bauknecht. Resell-ers and end consumers alike are kept informed by means of print media, such as data sheets and price lists, in addition to various web-sites like the in-house online reseller portal.
RequirementsThe rapidly growing product portfolio, including additional brands, product groups and languages was crucial to the decision of Bauknecht Germany and Austria, as well Whirlpool Benelux to build a system for managing product information centrally and easily. At the same time, however, the product information was to be commu-nicated individually by the subsidiaries in their respective languages.Particularly the consolidation of previously inconsistent processes and redundant storage of product information in the different coun-tries had top priority. The product managers in the individual sectors and countries had to be coordinated. New responsibilities had to be defined and the product information transferred to a central database.
Project Description � Creation of a central, web-based and multilingual system for image
and publication management � International standardization of the media creation processes – transparency of data maintenance right on up to publication
� Media neutral management and maintenance of image and product data
� Simple localization of marketing material in the corporate design � Target group specific processing of product data � Cross media output: print catalog, data sheets, price lists, online reseller portal
� Flexible export interfaces to commercial partners and portals � Import option for quick processing of large amounts of data � Dynamic management of product and image data � Publication planning and last minute changes via the system � Quick maintenance of the product information through text
automations.
Our SolutionBauknecht Hausgeräte GmbH commissioned CONTENTSERV’s partner SDZeCOM GmbH & Co. KG. to run and implement the project. Due to Bauknecht’s high demands, the all-round Enterprise Marketing Man-agement System of CONTENTSERV was their first choice. It covers not only product and image management, but also publication plan-ning and production. The user-friendly solution enables users to main-tain data intuitively in many different languages and create different media both simply and efficiently.As the core of the system, the product management with the PIM Suite came into being first. It replaced the existing and inadequate product data management. SDZeCOM extended the new PIM with customer-specific functions, for example, the management of dynamic text modules, where the specifications of different technical attributes can be added as required. The CONTENTSERV Media Asset Management was used for the differentiated media neutral manage-ment of all image and media data.The CONTENTSERV Publication Manager was implemented as the basis of the publication management. It facilitates the planning, control and production of the different output media efficiently and yet flexibly, especially extensive multipage print media. It provides for visual production, task and page planning. The complete page planning can be mapped using the web-based system. This was also customized to meet individual customer requirements. In addition to manual page planning, publications can also be preplanned outside the system and then imported and generated automatically. During this process, pages are generated in the web browser. Previews can be calculated automatically and shown in the publication planning. Corrections and the final changes can be made at any time shortly before printing. With the help of the web-based InDesign Editor, as
„last-minute corrector“, these changes can be made easily and directly in the InDesign file using the web browser.A special export tool was developed for Bauknecht’s commercial part-ners. It enables virtually all product data to be exported as an Excel list via an intuitive portal interface and then integrated in the Content Management System for the respective websites. The exports can be put together flexibly and individually depending on the respective needs. This means that user-defined products, structures, sequences or possibly combined fields with many attributes can be defined indi-vidually for the export. In actual practice, Bauknecht thus provides its commercial partners with the content of the product catalog as required. Bauknecht is now able to create marketing media and prod-uct data sheets automatically on this basis. Multilingual catalogs are produced in a fraction of the time previously required in a resource-optimized way. Bauknecht makes the desired product information and marketing material available to commercial partners simply and efficiently.
Customer Benefits � An always up-to-date and media neutral database for media and product information for all countries involved
� Access to product data with export functions for commercial partners
� Time and cost savings through efficient central media creation � „Last-minute“ correction guarantees up-to-dateness for all print
products � Simple publication planning thanks to intuitive software.
Product Data
Unstructured Texts
Roles and Rights Management
Translations
Translation Management
Workflow and Versions Management
Master Data
Product Information Management
ExportManagement
Websites
Templates
Media Asset Management
Publication Management
Image Data Graphics Icons
Database Publishing
Marketing Material
Catalogs
ResellerPortals
XML Output
CONTENTSERV PIM for product management
Print publications are pre-structured via the Publication Manager
Practical sales book, data sheets and catalogs for 2 brands in 4 languages
„ With its all-round market-ing-oriented approach, CONTENTSERV is ideally suited to fulfill the assigned task. At the same time, we are already equipped with an optimal software basis for our future development.“
Viola Linke Brand Loyalty Manager Continental Region Bauknecht Hausgeräte GmbH
Solution Components
Information Input
Output
What are the perfect ingredients for professional media planning?Enterprise Marketing Management and reseller marketing based on the example of Bauknecht Hausgeräte GmbH
Implementation by
SDZeCOM GmbH & Co. KG · Bahnhofstraße 65 · 73430 Aalen · [email protected] · www.sdzecom.deT +49 7361 594 500 · F +49 7361 594 591
Enterprise Marketing Management Solutions
CONTENTSERV GmbH · Werner-von-Siemens-Str. 1 · 85296 Rohrbach (Ilm) · [email protected] · www.contentserv.comT +49 8442 9253-800 · F +49 8442 2044
CONTENTSERV