Cr Marketing)

8/6/2019 Cr Marketing)

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CR 600 MARKETING

Marketing planning & campaign Management:

Elements of Marketing Planning in CRM:

1. Marketing Plan.

2. Marketing plan Element.

3. Campaign.

4. Campaign Element.

1. Marketing Plan : Can be defined as a strategy which guides how to achieve a goal.

2. Marketing Plan Element : Is also a strategy, Which is used to segregateMarketing plan into different segments.

3. Campaign: Can be defined as a plan of action, which is executed according toMarketing Plan to achieve a common Goal.

4. Campaign Element: Is also a plan of action, which is used to segregate theCampaign.

Note :

1. Under a Marketing Plan / Market Plan Element another marketing Plan / MarketingPlan Element can be created.

2. A Marketing Plan can Exit without Marketing Plan Element, But marketing planelement can not exists without marketing plan.

3. A campaign can be created under marketing plan or marketing plan element or directly.

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4. Under a campaign / Campaign Element (CE) another campaigner a campaign elementcan be created.

5. Campaign can exist without a campaign element, but not vice versa.

6. Always Elements are optional.

E.g .: Creating a Marketing Plan



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SEGMENTATION OF BUSINESS PARTNERS:

Segmentation of BP is used for creation of target groups based upon profiles in order toexecute a campaign. Where returns will be high.

Attribute: It is used to define the characteristic of a BP which consists one or more values.E.g .: 1

E.g.: 2.

Attribute Set : Can be defined as group of attributes. Data Source : A data source must be generated initially which request the source of data for

Segmentation of BP. There are four data Sources.

1. Info set: Standard Data, Country, and Region.

2. Attribute set: User defined Data.

3. BW info cube BW.

4. ELM: External list management.

Attribute List : Attribute list can be defined as group of attributes from the same data sourceOr multiple data sources.

Segment builder : is the tool which is used for creating profiles and target groups.

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SALARY

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HOBBIES

CRICKET

TENNIS

MOVIES

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EXTERNAL LIST MANAGEMENT

ELM is used for uploading BP to the CRM Database from an External list provided by a

third party. There are two steps involved in ELM.

1. Define format for Mapping : Format for mapping should be definedFirst so that system understands how it has toConsider values of external list while creating BPAutomatically.

2. Maintain Address List : In this step the mapping format and External list file areAssigned in order to upload B.Ps where the followingOptions are available.

Note1 : In Order to carry out Postal code check and Duplicate check a Third party ToolIs required as of CRM 4.0.

Note2 : Convert External list file into either Tabular format or CSV

(Comma Separated Values) files which are supported by SAP.


1. Upload File

2. Map Data

4. Duplicate Check

3. Postal code / check

5. BP creation

6. Target group creation

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2. PERSONALIZED FORMS

Personalized forms are used for generating personalized Documents, like E-mail, letter,Fax for all the BP in the Target group.

STEPS INVOLVED IN CUSTOMIZING PERSONALIZED FORMS :

1. Define personalized forms and set the usage.

2. Maintain subject and attachments if applicable

3. Maintain Text boxes with or without conditions.

4. Re-arrange the Text boxes.


Mr & First Name

Ms & Last Name

We are pleased to launch

Model G: 1010. . . . . . .

Model M: 1111. . . . . . . .

Regard. . . . . . . . . . .

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3 . STATUS MANAGEMENT

Status Management is used to maintain statuses which indicate the state of the Transaction or Marketing plan element.

Steps involved in the defining status profile:

1. Define status profile with the statuses.

2. Assign status profile to the object types.

3. Assign status profile to the Transaction Type or Item Category.

4. Assign Status profile to the marketing plan elements.

Object Types : when a status profile is defined it must be assigned to the Relevant object typelike CRM order header, CRM order item, Marketing planand Campaign etc.



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4. CAMPAIGN EXECUTION :

Steps involved in campaign execution :

1. Assign products or product catalog and Target group to the campaign.

2. Assign communication Medium and personalized form to the campaign.

3. Assign and discounts if applicable.

4. Release the status of all the elements of marketing plan.

5. Send target group to channel.



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5. LEAD MANAGEMENT

Lead can be defined as information about prospective customer and the product in whichcustomer is showing interest.

1. LEAD GENERATION :

Creating a lead for a prospective customer is called lead generation. It is of two types,

a. With reference to a campaign.

b. With out a campaign reference. 2. LEAD QUALIFICATION:

Can be defined as Evaluation of lead. Two types of Lead qualification, they are

A. Manual: The End user manually assigns the qualification level to the Lead.

B. Automatic: System automatically assigns the Qualification level to the Lead with thehelp of a Questionnaire.


MARKETINGLEAD

GENERATION

QUALIFICATION

WITH REF TO CAMPAIGN

WITHOUT REF TOCAMPAIGN

MANUAL

AUTOMATICQUESTIONNAIRE

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