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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
Today’s 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 company’s 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 customer’s
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
© 2011 SAP AG. All rights reserved. 23
Resources to Leverage
Key Contacts Available to Assist
Application Support
Chantal Henault
Trade Promotion Effectiveness, Solution Manager
Service Offering for TPE
Eric Moeller
Service Portfolio Manager
Thank You!
© 2012 SAP AG. All rights reserved.
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