1. MDB – Marketing Data Base – New Wave Group Case Study

2. New Wave Group (NWG) short facts Listed on OMX exchange, Stockholm Turnover 2008: SEK 4,604,200,000 (≈ € 446,888,000) 37 sales subsidiaries worldwide 2,370 employees Creates, acquires and develops brand articles for the Corporate Promo and Retail sales channels. Three business areas: – Promo; workwear, promowear, and gifts & giveaways to independent promo companies – Sports & Leisure – Gifts & Home Interior, to consumers through resellers working with specialized stores.

3. NWG global

4. Brands within NWG

5. Background to start the MDB All communication channels were manually filled and maintained and therefore relied on people: – time consuming for each channel (web, print, image bank, e-com) – redundancy (double work) and reliability (failure) – increase in companies will lead to increase of people Old e-com solution: – was expensive and not working (extra countries and shops increases progressively, licences per market) – no retail shops possible (only promo) – no connection to ERP 150 websites had different programs (CMS) and vendors: – connection to assortment manual via PDF/Flash flipbooks – live products feed manually need a redo every season Language editions in print productions time consuming We were pushing the limit of the resources and therefore waiting queues for subsidiaries have lead times up to three years

6. Main focus to start the MDB To handle product information: – Around 300,000 articles – More than 50 different printed catalogues a year – More than 400 different brochures and leaflets a year – Around 30,000 photos in use – Product texts in 21 different languages – Around 150 different web site – At least 15,000 new articles a season (twice a year) To stop using different work-flow per subsidiary To administrate everything within the Group.

7. Reason to start the MDB New Wave Group is located global (many countries) Current resources have to maintain all extended marketing communication channels and future growth: – Websites per brand, per concept, for resellers, for customers – E-com sites, b2b and b2c – Image bank for all brands and products – Catalogues, leaflets, brochures Several points of product info entry: – ERP, PLM, Excel, websites, e-commerce, InDesign, PDF, mail and Word No connection between processes

8. ROI It is hard to find exactly the amount in time we save. We can save 10.000 hrs a year (5,7 FTE). Old licenses prevent us from growing without enormous increase in costs. MDB costs are now almost complete, but all the savings are yet to come. Future increase in turnover due to fast web shop implementation (now 1 hour work per web shop). Print catalogues approx. 80 hours saved per catalogue in design, 15 hours saved per language edition.

9. What will the MDB add for a concept Direct access to marketing material without going via web and inhouse personnel. All information is up to date (right picture, right price, etc.) in all output channels. ERP (and other IT systems) integration. [future] Less vulnerable with personnel changes. Quicker time to market (especially for sales companies). Cost savings in productions.

10. E-com and others ERP CRM PIM suite Basic IT infrastructure One platform Integration with other infrastructure Future add-ons accessible for all companies and customers

11. PIM What do we get from the MDB?

12. PIM Imagebank IB web hub

13. PIM Web assortment view web hub

14. ERP integrator 4com web hub PIM e-commerce (via 4commerce)

15. Print productions connected to InDesign PIM (via CCR server) CCR

16. Print productions connected to InDesign Automatically generated language layers Pictures are not file name depending Texts always uptodate Datamerge function (automatic layout)

17. KOSTA BODA SE P ORREFORS SE P IBS Integrator IBS Enterprise FTP NWG WAN TYPO3 Interface PHP script TYPO3 Interface PHP script CRAFT SE R MQ GOTMDB01 PIM repository Control Room GOTMDB04 web router GOTMDB05 ECOM web hub MDB & 4commerce technical solution GOTMDB02 imagebank GOTMDB03 DB2 database SAPAgresso ASW

18. shop.orrefors.se

19. shop.kostaboda.se

20. craft.se

21. United Brands of Scandinavia Ltd.