Case Study: Kellogg Company achieves customer marketing excellence with Consumer Goods Technology

Kellogg Company - Customer Case Study

The Kellogg Company, a leading food manufacturer, sought to improve its trade promotion effectiveness and gain better visibility into its customer investments and overall business planning. It partnered with Consumer Goods Technology and initially implemented a trade promotion excellence (TPE) tool, but its needs evolved toward a more holistic approach to customer relationship management (CRM) and integrated business planning.

The solution, developed with Consumer Goods Technology, involved creating customized internal tools on an SAP BW platform, supported by SAS for analytics. This provided Kellogg with unparalleled visibility into customer P&Ls, innovation planning, and ROI measurement. Consumer Goods Technology's approach also included forming specialized internal teams for strategy and e-business. As a result, Kellogg significantly improved its ROI, enabled better business management decisions, and created a unified "one version of the truth" for the entire organization.

Kellogg Company

Michael Greene

Vice President