Marketing
Global Re-Branding – Marketing & Packaging Materials
Executed global sourcing and rollout of rebranded marketing and packaging materials to ensure consistency and speed-to-market.
Industry
Transportation
Direct/Indirect
Indirect
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Sourcing Context & Procurement Challenge
The company launched a global re-branding with the goal of aligning its visual identity across all markets. This required the simultaneous rollout of new packaging, point-of-sale (POS) materials, and promotional assets in over 50 countries. The procurement challenge was to execute this transformation at speed and scale while ensuring brand consistency, cost efficiency, and production continuity in highly dynamic markets. Both soft- and hard-change approaches had to be applied, dependend on the product groups.
Procurement Objectives & Strategic Levers
Key objectives included reducing sourcing lead times, leveraging global volumes for >10% savings, and consolidating suppliers to ensure material and color consistency. Procurement aimed to shift from fragmented local buying to a globally coordinated sourcing strategy. Strategic levers included centralized artwork management, cross-region framework agreements, and performance-based SLAs for global print and packaging suppliers.
Sourcing Strategy & Execution Approach
Serval global RFX were launched covering core categories such as folding cartons, labels, and POS elements. Supplier selection was based on capacity, technical print precision, and experience with multinational brand execution. We implemented a global artwork approval workflow and introduced a preferred supplier list with regional hubs. Category managers acted as internal consultants to local marketing teams to manage change and enforce standards.
Results & Values Delivered
The program led to a cost reduction of 11.5% despite increased quality requirements, partially driven by the new CI/CD. Brand consistency across materials improved measurably, with audit error rates on packaging dropping by 37%. Lead times for print production were shortened by 22% through better planning and supplier integration. The streamlined supplier landscape reduced complexity and ensured full control over critical timelines and quality checkpoints.
Role & Contribution
We served as procurement program lead, driving the global sourcing strategy and aligning stakeholders from marketing, quality assurance, and logistics. Procurement's role included RFX design, supplier negotiation, internal change management, and risk mitigation for the rollout. Procurement also served as escalation point for regional conflicts and coordinated the implementation across four continents.
Conclusion & Reflections
This case highlighted how procurement can act as a strategic enabler of brand transformation. The ability to balance creative freedom with operational control was key. A major learning was that success in brand-related sourcing hinges on early alignment with marketing and a rigorous governance model for supplier output. Procurement must speak both the language of cost and the language of brand.