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Ken Tsai, Head, SAP HANA and Data Management
Reach New Markets and Customers with a
Comprehensive Data Management
2 © 2014 SAP AG or an SAP affiliate company. All rights reserved.
A new way to manage all forms of data. Unprecedented speed and efficiency for real-time business transformation.
SAP Data Management End-to-end, real-time data management
Real Time Lower TCO No Limits
SAP ESP Real-time complex event processing
SAP SQL Anywhere Mobile and Embedded Database
SAP IQ Logical Big Data warehousing (OLAP)
SAP Data Services
All types of data integration
Real-time, in-memory database, data processing,
and application platform
SAP HANA PLATFORM
SAP ASE Database for online transaction processing (OLTP)
SAP Replication Server High-volume transactional data replications
3 © 2014 SAP AG or an SAP affiliate company. All rights reserved.
Compliance
Fraud detection
Auction systems
Insight from Enriched Data
(SAP HANA + GIS)
Extreme OLTP
(SAP ASE)
Real-Time Transaction + Analytics
(SAP HANA + SAP ASE)
Geospatial planning applications
Location-based applications
Stock trading systems
Reservation systems
Telecom billing and operational systems
Customer profitability analysis
Big Data initiatives
Social data analysis
Big Data Warehouse Analytics
(SAP HANA+ SAP IQ)
Device-to-Data Center
(SAP HANA + SAP SQL Anywhere)
Streaming and Event Analytics
(SAP HANA + SAP ESP)
Real-time promotions
Real-time pattern analysis
Kiosk ticketing systems
Smart metering
Delivery tracking
Market feeds
Sensor data analysis
Sentiment intelligence
Opportunities for the SAP Data Management portfolio
Reach New Markets &
Customers with SAP Data Management
Ramesh C Nair Chief Manager – Systems Development
Ramesh.nair@asianpants.com
SAPPHIRENOW 2014
Reach New Markets & Customers
with Comprehensive Data Management
Delivered by Mr. Ramesh C Nair
5.00PM – 5.20PM
Abstract
Learn how a globally scalable data infrastructure helps
expand market and customer reach by facilitating the
capture and analysis of, and response to, market
trends, competitive actions, and customer behavior.
Hear how the SAP Data Management portfolio helped
a customer improve decision quality and speed
through unified access to all relevant data.
The Indian
Paints Industry
We want to tell you a little about
ourselves, but first …
60% Market share
Top 4 players have
30,000 Valued at approximately
Rs
CRS
2.5kg Per Capita Consumption
Approx.
(Very low)
75:25 Decorative to Industrial Split
50 FORBES ASIA’S
FAB
10,000 GROSS REVENUE
RS
2011-2012
2X NEAREST
COMPETITOR
3 ASIA’S
LARGEST
rd
PAINT COMPANY
$2 GROUP REVENUE
BILLION
17 OPERATIONS IN
COUNTRIES
24.7 % 2011-2012
GROWTH IN SALES
24 PAINT
MANUFACTURING
FACILITIES
47 YEARS
MARKET LEADERSHIP
OF 50 FORBES ASIA’S
FAB
50 PART OF
NSE NIFTY
60 COUNTRIES
SERVICING CONSUMERS
+ 10,000 GROSS REVENUE
RS
2011-2012
7,000 EMPLOYEES
WORLDWIDE
+
NUMBER 1
INDIA PAINT COMPANY
IN
13 LARGEST
th
PAINT COMPANY
16 24
countries
paint manufacturing facilities
with
We operate in
Caribbean Jamaica, Barbados,
Trinidad, Tobago
Middle East UAE, Bahrain & Oman
India, Sri Lanka
Nepal & Bangladesh
Fiji, Tonga, Vanuatu,
Samoa & Solomon Islands
Singapore
• Sales at customer /product/material level is critical for Month End
Targets, Promotions and Sales Force Incentive
• Approx. 20,000/day billing documents with 15 line items. Peaking over
30,000/day.
• Key dimensions : (30000 customer codes, 125 product codes, 3600
material codes)
• Existing custom report from SAP ERP systems & BW has technical
challenges in giving consistent real time sales information owing to
increased load
BACKGROUND
• Need established to have a platform which can deliver sales information
Real Time and also allow monitoring at granular levels of customer,
product and material level
NEED
Real-time
Sales
Monitoring @
Asian Paints
Dilemma:
Big Excel
Robust transaction systems /
Mature business processes –
“explosion in reporting needs”
Growing Business/
Increasing
Transactions – Strain
on Governance /Risks
Evolution of Departmental MIS /
Localized MIS
Business Expansion
across International
locations
Transactional Systems delivers
“Static Reporting” better
Reporting across years has
limitations in transaction systems
Transactional Systems have
limitations in flexibility in report
build & delivery
Departmental MIS – evolved
and established for Supply
Chain, Manufacturing ,
Finance Function
Localized versions of MIS
across various sales locations
Manageability of MIS versions
– increasing difficulty!!
Faster & Accurate
Consolidation – a
necessity!!! Adhoc identification of
exceptions –
increasing impact!!!
INTEGRATED STRONG NEED FOR AN
PLATFORM
MANAGE BUSINESS PERFORMANCE
TO
Key Decision
Factors Deliver Key
Outcomes identified for Enterprise
Performance
Management
Empower
Decision Makers with appropriate
“Reporting & Analyses
Universe” to manage the
key outcomes
Enable Actions -
within & Beyond
Enterprise Information /
Collaboration / Process
Beyond
“Metrics
Consolidation”
Minimize
decision
making based
on excel sheets by downloading data
from Enterprise
Applications
Eliminate
Information
Intermediaries
Comprehensive
Data
Management • SAP Business Warehouse is the Enterprise Data Warehouse
• BW on HANA leveraged for Extensive Analyses
• Open HANA leveraged for Analytical Applications
• Cognos TM1 for Financial Performance Management
managed as part of
the Enterprise wide
BI Program
350+ outcomes Visualization
• Cognos BI for
Formatted Reporting
• Business Explorer /
Explorer /Visual
Intelligence for Data
Discovery
Engagement
• Mix of Business & IT
to champion BI
• Early Stages of
Business Intelligence
Competency Centre
Comprehensive Enterprise Data Model implemented to
manage the 350+ outcomes
Sem
an
tic L
ayer
Architecture
BI Layer
Data Layer
Source Layer
CO
GN
OS
FR
AM
EW
OR
K
MA
NA
GE
R
Package 3
Package 2
Package 1
ETL Layer
Non SAP
Sources SAP
SAP BW /BW
on HANA
TM1 Cubes Custom
Data Mart
Package n
Pre
sen
tati
on
Layer
Cognos Dashboards Cognos Reporting
Cognos Connections
Security Layer
Informatica
Open
HANA
SAP Relevant
Sem
an
tic L
ayer
Calculated Views
Analytical Views
Pre
sen
tati
on
Layer
Cognos
Controller/TM1
Informatica SLT
Explorer/
VI Data Discovery
NW Extracts
MDX
Implementation Impact
LEAN
WAREHOUSE
Queries reduced from 2,784 to 1,136 AVERAGE
COMPRESSION
RATIO
Classical BW Foot Print from
3.2 TB to 625 GB BW HANA
+ 300 GB NLS
AVERAGE QUERY
ON PERFORMANCE
IMPROVED BY A
FACTOR OF
20
Data Targets reduced from 760 to 643
(345 DSO & 298 Info Cubes)
Data Foot Print reduced from 5.5 TB to 3.2 TB
5 AVERAGE DATA
LOAD TIME REDUCED BY 30% Daily Production Report
(DBU):
45 mins to < 2 mins
2,200% improvement
Extensive analysis on plant
production performance
now possible through
online slice/dice of data.
Daily Movement
Report CMD (at
material level):
Used to time out in
BWP
Executes on
6 mins in
BHP
Product Sales
Analysis DBU Plan
Vs Actual:
Country level Sales &
Cheque Returns MTD &
YTD Report:
Significant
Impetus to
Classical BI
&
Mobile BI
10 mins to < 1 min
1,000% improvement
50 mins to <1 min
5,000%
improvement
Stunning
Results Ability to proactively identify and adapt to changing market needs based on history/trend and predictive analysis
leveraging integrated data across multiple sources
Planning and tracking Market and Sales growth and performance along multiple dimensions to enable designing new
strategies for growth
Product/ Planning Cluster/ Town /Locality
Robust performance management through analysis around “Plan versus Actual” and also “Impact of action taken” for
Financial Plans (Overhead/ CAPEX/ Overheads/ Depreciation)
Sales Plans
Intelligent Dealer engagement (deepening, retention and perpetuation strategies)through powerful insights around
Dealer life cycle (Regular to Critical Retailer to Premium Retailer)
Dealer TCO Sense check (CR ROI)
Empowered Sales Force with a “single window” of integrated analytics from “Sales to Service”, rendered role-wise
(Stocks, Schemes, Service Metrics)
Insightful market spend analysis to track scheme and promotion efficiency/effectiveness
• Agile Data Mart on Open HANA
• Real Time Replication using SLT
• Visualization with Explorer
SOLUTION
DETAILS
• Real Time Sales for all 150 sales managers and the top management has
been enabled
• The sales function is able to do data discovery on sales across all key
dimensions - customer hierarchy, product, material, customer, billing
document at a day level on a real time basis.
• The sales team Track Top N, Bottom N at sales at overall , customer,
material, product level real time.
USAGE
• Milestone management for promotion has significantly improved
• More than 80% of the periodic sales reporting is redundant with the
availability of the Real Time Sales Monitoring
• Zero dependency on MIS teams - First Time experience of Self Service in BI
• The sales team actively revisit the operational planning during the course of
the month and during the day on month end and peak (days of promotion
closure)
• Scheme Planning for next month is completed on the first business day
IMPACT
IMPACT
User Feedback
“ “ Amazingly fast, even on
a data card, Extremely
intuitive and easy to
navigate.
“ “
Its an excellent tool. I am impressed with the real time data
and things which are very useful area. Real time product
sales data
Its FAST - its really FAST Also - its pretty fancy -
otherwise AWESOME !!!
“ “ You have handed us
an excellent tool for
analysis.
DESIGN THINKING Undertaken with SAP
to conceptualize the servicing workbench
First Release Planned in FY14
Focus Area Outlook 2014
Servicing Workbench: Next Gen Operational Decision Support
Integrated Solution : Answer, Analyze, Anticipate and Act
• What Stock is expected in
future? When? From
where?
• Do I have enough before
the peak ?
• Low OFRs? Long Stock-
outs? Likely stock outs?
• When & From Where can
this be serviced ?
• Why did this happen? Very
high, unusual orders? Etc…
• Collaborate & take
corrective actions
• Anticipate & alert Service
Deviations, mal-
distribution?
• Pre-emptively Suggest re-
routing, re-allocation,
postponement of certain
deliveries?
• Take Analyses output &
initiate Service requests
with context
• Redistribute free Stock
• Raise/Lower Dispatch
Priority
• Raise/Lower Production
Priority
Reaching New Markets & Customers
with SAP Data Management
Q & A
THANK YOU
Ramesh C Nair Chief Manager – Systems Development 5th Floor, West Wing, Kalpataru Synergy, Opp. Grand Hyatt, Santacruz (East), Mumbai-400 055, India
Ramesh.nair@asianpants.com (M) 098671 95449 (D) 022 39818919
SAPPHIRENOW 2014
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