Transcript
Page 1: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

SAP BusinessObjects

Trade Promotion Effectiveness Analysis

CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion ROI

January 25, 2012

Page 2: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 3: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 2011 SAP AG. All rights reserved. 3

Today’s Speakers

Val Haskell

Chantal Henault

Mike Sanjongco

Page 4: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

SAP BusinessObjects Analytic Applications

Overview

Page 5: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 6: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 7: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 8: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

SAP BusinessObjects Analytic Application

Trade Promotion Effectiveness Analysis

Industry Challenges

Page 9: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 10: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 11: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

SAP BusinessObjects Analytic Application

Trade Promotion Effectiveness Analysis

Prospect Profile

Page 12: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 2011 SAP AG. All rights reserved. 12

Trade Promotion Effectiveness Analysis - Candidate Profile

TPM existing customer or prospect

Organization with a trade spend function

Page 13: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

SAP BusinessObjects Analytic Application

Trade Promotion Effectiveness Analysis

Solution Overview

Page 14: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 15: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 16: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 17: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 18: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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

Page 19: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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.

Page 20: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

SAP BusinessObjects Analytic Application

Trade Promotion Effectiveness Analysis

Defined Implementation Services by SAP

Page 21: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 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.

Page 22: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

SAP BusinessObjects Analytic Application

Trade Promotion Effectiveness Analysis

Additional Resources and Sales Information

Page 23: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

© 2011 SAP AG. All rights reserved. 23

Resources to Leverage

Key Contacts Available to Assist

Application Support

Chantal Henault

Trade Promotion Effectiveness, Solution Manager

[email protected]

Service Offering for TPE

Eric Moeller

Service Portfolio Manager

[email protected]

Page 24: SAP BusinessObjects Trade Promotion … BusinessObjects Trade Promotion Effectiveness Analysis January 25, 2012 CP Companies Leverage Trade Promotion Effectiveness to Improve Promotion

Thank You!

Page 25: 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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