CLIENT SUCCESS  |  Centralization


Centralization Delivers Go-To-Market Efficiency



CLIENT: Carlsberg India
CATEGORY: Alcoholic Beverages
INTERVENTION: Centralized Packaging Artwork Management.


Carlsberg India’s portfolio of brands include popular beers Carlsberg & Tuborg as well as product line extensions accumulating into approx. 250 SKUs.

The Task

Carlsberg’s packaging portfolio undergoes frequent packaging updates to ensure state and market-specific regulatory mandates, pricing and other critical back-of-pack information. Typically, such changes need to be carried out across the portfolio. Adding to the complexity of variable pack information across geography is the requirement to seek artwork approvals from various legal and regulatory bodies.

This complex task of information/ pack content management and updating of pack labels combined with a matrix of internal and external stakeholders for artwork approvals calls for a highly structured process. Managing content variations, artwork assets and approvals all typically require a highly agile and expert intervention. Go-to-market with the packaging portfolio updates is usually required in a 2-3 weeks’ timeframe...

EnceptMars - Centralized Brand Assets

One of the foundational enablers of managing this complexity is the need for all latest updated versions of artworks across the portfolio to be centrally organized and retrievable. Our EnceptMars cloud-based IT platform offers Carlsberg a centralized archival of the latest packaging artworks – version controlled and standardized in nomenclature ensuring that always, the right file and right version is picked for packaging updates.

Managed Workflow: Artwork Rollout & Approvals Management

Approx. 40 different stakeholders from within the company and from extended supply chain partners – breweries, manufacturing partners etc., are configured in a seamless matrix of responsibilities on the EnceptMars artwork approvals workflow. Our cloud-based artwork management system provides all the tools required to review, annotate, compare artwork versions and approve/ reject artworks in a collaborative workflow. Encept’s client servicing and project management teams ensure the artworks are routed to relevant stakeholder groups, stakeholders are alerted, digital approvals are sought, and artwork revisions are implemented and released as per project requirements.

Outcomes

Centralized digital brand asset management – all latest artworks, version-controlled accessible instantly. No more hunting for right artworks. No more dependence on print vendors for right files to be sourced.

Collaborative artwork approvals – no more multiple email threads and scattered feedback on artwork changes/ approvals. Each stakeholder has standardized checklists to ensure no overlaps in responsibility.

Fully managed process – all routing and workflow management including collation of stakeholder feedback and implementation of changes managed by Encept.

Rapid change-and-release capability – Carlsberg India now has a predictable and controlled go-to-market process for managing artwork updates. A standardized process that is not people dependent and is built on best practices.

Lifecycle cost optimization – Centralized management by Encept ensures all artworks are always built to the same standards, brand identity is controlled, and time and costs associated with artwork re-creation are completely avoided.

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