Implementation of a Data Asset Management System at Ritter Sport

Introduction

„Square. Practical. Good.“ – This slogan has made the Swabian chocolate manufacturer Ritter Sport from Waldenbuch near Stuttgart famous for decades. What began as an idea to create a quick energy supplier for athletes that fits into every jacket pocket now presents itself in an impressive variety. Founded in 1912, Ritter Sport today sells around 30 standard varieties of chocolate in over 90 countries worldwide.

The Challenge

In the course of advancing globalization, Ritter Sport faced the task of strengthening its international marketing and establishing more efficient processes. Transparency in marketing communication and the management of advertising materials had so far only been achievable with a high level of manual effort. There was a lack of technological support to meet the increasing demands.

Additionally, internationalization was to be advanced, and tool-supported collaboration between the various marketing departments in different countries needed improvement. The existing processes were no longer sufficient to meet the growing demands.

Solution Approach

To address these challenges, the decision was made to introduce a Data Asset Management System (DAM) to be used by all external service providers and agencies. The key points of the solution approach were:

• Central Storage and Management of All Assets: All digital content would be stored and managed in a central location, accessible to all relevant partners.
• Direct Editing by Partners and Agencies: External partners would have the ability to edit assets directly in the system to speed up the workflow.
• Automated Distribution of Assets: Through interfaces to media houses, assets would be automatically distributed to make the process more efficient.
• Development of a Customer-Specific Metadata Structure: Adapting the DAM to the specific needs of Ritter Sport through individual metadata and logic.
• Adjustment of Collaboration: Revising processes for collaboration with agencies and external partners to optimally integrate the use of the DAM.
• Roadmap for a Marketing Technology Ecosystem: Planning additional beneficial tools and applications to establish a comprehensive ecosystem.

Approach

After a thorough problem analysis and the selection of a suitable DAM provider, the following steps were implemented:

1. Individual Structuring of Communication Data: Defining a clear and efficient data structure for all assets, tailored to the requirements of Ritter Sport.
2. Workshop on Metadata Development: In a joint workshop with internal and external users, general metadata and keywords were developed to optimize the findability and management of assets.
3. Implementation and Rollout: Accompanying the technical implementation of the DAM and conducting the rollout to over 300 active users worldwide.
4. Adjustment of Processes: Revising existing workflows to integrate the use of the DAM into daily operations and improve collaboration with partners.
5. Further Development and Roadmap: Identifying additional areas for action and planning further tools to advance marketing automation.

Results

The introduction of the Data Asset Management System led to remarkable improvements:

• 10–20% Increase in Marketing Workflow Efficiency: Centralized management and easy access to assets accelerated processes and alleviated employee workload.
• 30–40% Reduction in Administration Costs: Less manual effort in maintaining and managing the media database led to significant cost savings.
• Outlook on Further Cost Savings: In a second phase, a long-term cost reduction in media delivery of up to 20% is expected, thanks to automated processes and optimized collaboration.
• High Acceptance Among Users: The ease of use and advantages of the system led to positive reception among internal and external users.
• Foundation for Further Growth: The insights gained and established structures form the basis for implementing additional marketing technology solutions.

Conclusion

By introducing a customized Data Asset Management System, Ritter Sport significantly increased the efficiency of its international marketing processes while simultaneously reducing costs. The central management of assets, improved collaboration with partners, and automation of workflows contribute to positioning the Ritter Sport brand even more successfully worldwide.

Digitization and optimization of marketing processes are crucial steps to remain competitive globally and to respond flexibly to market changes. With this project, Ritter Sport has set the course for a future-proof marketing strategy that combines both efficiency and innovation.

Ritter Sport’s experience impressively demonstrates how implementing modern technologies and adapting processes can help companies achieve their international marketing goals and sustain long-term success.