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SAP BusinessObjects Trade Promotion BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

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  • SAP BusinessObjects

    Trade Promotion Effectiveness Analysis

    CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion ROI

    January 25, 2012

  • 2011 SAP AG. All rights reserved. 2

    Agenda

    Introduce Speakers

    Overview of SAP BusinessObjects Analytic Applications

    Industry Challenges Trade Promotional Effectiveness Analysis

    Value Selling the Application Qualifying the Opportunity

    TPE Solution Overview

    Demo

    Additional Resources and Sales Information

  • 2011 SAP AG. All rights reserved. 3

    Todays Speakers

    Val Haskell

    Chantal Henault

    Mike Sanjongco

  • SAP BusinessObjects Analytic Applications

    Overview

  • 2011 SAP AG. All rights reserved. 5

    Business User

    IT

    Industry-specific solutions

    Actionable Insight

    Industry best practices

    Competitive advantage

    Showcase business function

    Save money, move quicker

    Extensible architecture

    Complements existing IT infrastructure

    Drives standardization

    Repurpose scarce resources

    Save money, move quicker

    SAP BusinessObjects

    Analytic Application

    Architecturally designed to

    seamlessly work in your

    existing SAP IT infrastructure

    Rapid-time-value to

    maximize business impact

    SAP BusinessObjects Analytic Applications Addressing the needs of business users within your existing IT environment

    SAP BusinessObjects Trade Promotion Effectiveness Analysis

  • 2011 SAP AG. All rights reserved. 6

    What Are SAP BusinessObjects Analytic Applications?

    Purpose-built industry solutions

    Industry-specific content, metrics,

    reports, and dashboards

    Documentation delivered to help the

    business user as well as the IT

    administration User, Administration and Installation

    Guides

    Co-innovated with leading customer

    organizations

  • 2011 SAP AG. All rights reserved. 7

    What are the Benefits of SAP BusinessObjects

    Analytic Applications?

    Rapid time to value

    Reduce development time

    Reduce implementation time time to 4-6 weeks

    Free up internal technical resources

    Best practice adoption

    Use proven approaches for faster ROI

    Enhanced adoption by business for improved

    productivity

    Extend existing customer SAP architecture to

    protect existing investments

    Fully supported by SAP

    Reduce headcount, maintaining projects

    Production quality to reduce risk

  • SAP BusinessObjects Analytic Application

    Trade Promotion Effectiveness Analysis

    Industry Challenges

  • 2011 SAP AG. All rights reserved. 9

    Trade Spend a Real Issue

    75% of companies do not possess real-time business intelligence capabilities to manage promotion mix and lead times

    80% of companies indicate overspending on trade promotions due to lack of adequate retail-level visibility, lack of collaboration

    (pricing, volume, deductions) and acute trade promotion data-

    related complexities

    68% of companies indicated they need stronger capabilities for centralized trade promotion data management, standardized

    metrics, and capture marketing/promotion expenses more

    effectively

    Source: Aberdeen Trade Promotions Benchmark Study

  • 2011 SAP AG. All rights reserved. 10

    The Importance of Trade Spending Cannot Be

    Underestimated !

    2nd largest expense item on most companies P and L

    Costs continue to escalate due to industry consolidations

    Trade spending growth continually outpacing revenue growth

    Investment limitations for long term brand building

    Prevailing dissatisfaction with companys ability to manage trade spend

  • SAP BusinessObjects Analytic Application

    Trade Promotion Effectiveness Analysis

    Prospect Profile

  • 2011 SAP AG. All rights reserved. 12

    Trade Promotion Effectiveness Analysis - Candidate Profile

    TPM existing customer or prospect

    Organization with a trade spend function

  • SAP BusinessObjects Analytic Application

    Trade Promotion Effectiveness Analysis

    Solution Overview

  • 2011 SAP AG. All rights reserved. 14

    SAP BusinessObjects

    Trade Promotion Effectiveness Analysis

    SAP Differentiators

    SAP Solution

    Role-based dashboards and alerts

    Pre-built analytics and KPIs content

    State-of-the-art tools empower end user

    Solution capability for extending business

    benefits

    Fully integrated with SAP CRM, SAP ECC, and SAP BusinessObjects Business Intelligence

    Visibility and alignment of all trade activities across the enterprise

    What if analysis and insights into promotion effectiveness

    Reports are mobility enabled giving users the ability to share information in the field

    State-of-the-art reporting tools enables even occasional end-users without training effort

    Jumpstart to implementation

  • 2011 SAP AG. All rights reserved. 15

    Trade Promotion Effectiveness Analysis Critical Business Functionality Provided

    VP of Sales

    A comprehensive view of key financial and trade

    promotion related KPIs

    Responsive visibility into fund balances and promotion

    effectiveness

    Customer and Channel performance assessment

    Key Account Manager

    Access promotional impact with customers and channels

    leveraging reports for near real-time, mobile business

    reviews

    Identify best and worst promotions by retail customer and

    channel

    Model promotion plan periodically to achieve revenue

    target

    Brand Manager

    Analyze promotion performance at the category brand

    level

    Review customer and category KPIs

  • 2011 SAP AG. All rights reserved. 16

    SAP BusinessObjects

    Trade Promotion Effectiveness Analysis

    Visualization and semantics 5 Dashboards

    15 Web Intelligence Reports

    3 Role based analytic views

    Data/connectivity 68 BEX Queries

    8 Standard BI Content Infocubes

    3 Additional multi providers

    Supporting technical delivery 1 LCMBIAR file which contains BusinessObjects assets

    Documentation User Guide

    Installation Guide

    Administration Guide

    Master Guide

    SAP Release Notes

    Creating Additional BW Content Building Block Configuration Guide

    How to Create BEX Queries Building Block Configuration Guide

    Creation and Use of BEX Query Transport Building Block Configuration Guide

  • 2011 SAP AG. All rights reserved. 17

    Trade Promotion Effectiveness Analysis Content Summary

    Analytics Content

    Promotion Analytics Pre and Post promotion evaluation, Retailer profitability

    Funds Analytics Funds Checkbook reporting

    Live Rates Reporting

    Total Customer View Total sales view for promoted and non-promoted periods, Annual

    Customer P&L

    Promotion Volume

    Decomposition Promotion Predicted volume per driver, Seasonality, Cannibalization

    Consumption Sales and Volume

    Decomposition

    Actual consumption sales, Volume decomposition prediction and

    actual for promoted and non-promoted periods

  • 2011 SAP AG. All rights reserved. 18

    Logical Architecture with an integrated Demand

    Information Repository

    Demand Information Repository

    Harmonized, aggregated demand information

    enriched with company internal information

    demand information analytics

    Retailer

    ePOS Data

    Market Research

    Data

    (e.g. Nielsen, TNS,

    GfK, IRI)

    Retailer 1

    SAP SCM SAP CRM

    Retailer 2 Retailer 3 Households

    other

    3rd

    Party

    Harmonization Framework

    Processes, principles, tools and techniques

    applied to provide accurate and consistent data

    TPE DASHBOARDS REPORTS EXPLORER

    BEX Queries

    Transient Universe

    SA

    P E

    RP

  • 2011 SAP AG. All rights reserved. 19

    Technical Pre-Requisites

    Applications Required for Trade Promotion Effectiveness

    SAP EHP2 for SAP ERP 6.0

    SAP EHP1 for SAP NetWeaver 7.0 BI Content 705

    SAP BusinessObjects Dashboard Design 4.0 SP2 Patch 6

    SAP BusinessObjects BI 4.0 SP2 Patch 6

    SAP CRM 7.0

    SAP Trade Promotion Optimization is not a required pre-requisite for

    SAP BusinessObjects Trade Promotion Effectiveness Analysis,

    although it is recommended to get the full benefit of all the pre-built

    dashboards and reports.

  • SAP BusinessObjects Analytic Application

    Trade Promotion Effectiveness Analysis

    Defined Implementation Services by SAP

  • 2011 SAP AG. All rights reserved. 21

    SAP Service Description

    SAP offers a RDS Service Offering for SAP BusinessObjects Trade Promotion

    Effectiveness Analysis. The offering has some variation based on the customers

    IT environment complexity. The end goal is that the customer has TPE working in

    their environment within a short timeframe of 4-6 weeks at a fixed price.

    Please contact your regional Services Lead for pricing and details.

  • SAP BusinessObjects Analytic Application

    Trade Promotion Effectiveness Analysis

    Additional Resources and Sales Information