SAP Customer Success StoryLife Sciences – Pharmaceuticals

DR. REDDY’S LABORATORIESPIONEERING SOLUTION PUTS CRITICAL INFORMATION AT SALES REPS’ FINGERTIPS

“We’re quite satisfied with our new

solution – it addressed a lot of pain

areas and made actionable data much

more accessible to the field. We’re

confident it will increase productivity

by 6% to 8% in the next 12 months.

And we expect to see a return on

investment within a year.”

Anindya Chowdhury Senior Director of Sales Process ExcellenceDr. Reddy’s Laboratories Ltd.

SAP Solutions and Services• SAP NetWeaver® Mobile component• SAP Customer Relationship Management

(SAP CRM) application • Project management services from

SAP Consulting• SAP Ramp-Up program

Why SAP• Tight integration of SAP CRM, the SAP

ERP application, and SAP NetWeaver Business Intelligence, functionality that is now known as the SAP NetWeaver Business Warehouse component

• Tried-and-trusted software vendor

Benefi ts• On-schedule completion of complex

project• Scalable, low-maintenance solution• Elimination of time-consuming tasks• Faster, more-effective activity planning• Rapid, role-based access to reports • Intelligent proposals for targeting custom-

ers more efficiently• Integrated human capital management

functionality for entering expense claims• Expected employee-productivity increases

of between 6% and 8%• Anticipated return on investment within

1 year

Existing Environment• SAP ERP, SAP NetWeaver BI and SAP

NetWeaver Portal components• Legacy mobile CRM solution

Company• Name: Dr. Reddy’s Laboratories Ltd.• Location: Hyderabad, India• Industry: Life sciences − pharmaceuticals• Products and services: High-quality

finished drug dosage forms, active pharmaceutical ingredients, and biological products

• Revenue: US$1.25 billion• Employees: More than 10,000 • Web site: www.drreddys.com• Implementation partners: SAP® Consulting,

MobileOne P.Ltd.

Challenges and Opportunities • Provide field sales staff with access to

business-critical information and applications

• Eliminate time-consuming manual collection of data for reporting purposes

• Replace inflexible, maintenance-intensive legacy solution

• Protect hardware investments by retaining existing mobile devices

Objectives• Implement a scalable, future-proof solution

for handheld- and Web-based deployment• Integrate SAP software for enterprise

resource planning, business intelligence, and customer relationship management via a single application

Implementation HighlightDeveloped a pioneering solution

QUICK FACTS

Based in Hyderabad, India, Dr. Reddy’s has a presence in North America, Germany, Russia, the United Kingdom, and South Africa. The global player pro-duces and delivers innovative finished dosage forms, active pharmaceutical ingredients, and biological products. Dr. Reddy’s high-quality brands are marketed by its Branded Formulations unit, whose 2,000-strong sales force serves doctors and pharmacies in key geographies around the globe. With a workforce of 10,500, the com-pany posted revenues of US$1.25 billion in 2007−2008.

Wanted: A Better Solution for Sales Professionals

SAP® software plays a pivotal role in ensuring that Dr. Reddy’s business runs smoothly. The landscape includes the SAP ERP application, SAP NetWeaver Business Intelligence (SAP NetWeaver BI), functionality that is now known as the SAP NetWeaver Business Ware-house component, and the SAP NetWeaver Portal component. To en-able sales staff in the field to leverage

this software for their day-to-day tasks, the Branded Formulations unit recently introduced a state-of-the-art solution – delivering handheld- and Web-based access to a wealth of information and functionality.

“We had a number of issues with our legacy mobile CRM application,” explains Anindya Chowdhury, senior director of sales process excellence at Dr. Reddy’s Branded Formulations unit. “It not only lacked the scalability and functionality we needed for future chal-lenges; it was also very maintenance intensive, since the same masters had to be maintained in various systems, software upgrades for handheld solu-tions were not possible on the fly, and so on.” What’s more, the company’s sales team had no central source of information. “To collate business-critical facts and figures, our people had to manually gather data from four separate portals and maintain multiple master data records,” continues Chowdhury. “We wanted a way of giving our reps and their managers everything they needed via their mobile devices and a single portal.”

Effective Mobile Application Development and Management

To build a client application that could meet these requirements, Dr. Reddy’s decided to leverage the latest release of SAP NetWeaver Mobile. This com-ponent of the SAP NetWeaver technol-ogy platform provides mobile middle-ware, comprising development tools, a runtime infrastructure, and mobile device management functionality. It enables on-the-move access to critical enterprise applications, enhancing productivity, competitiveness, and customer service.

After evaluating software from a num-ber of companies, Dr. Reddy’s opted for the SAP Customer Relationship Management (SAP CRM) application. “We needed tight integration with SAP ERP and SAP NetWeaver BI – and that’s exactly what SAP CRM offered,” states Chowdhury. “Plus, we had the peace of mind of partnering with a tried-and-trusted vendor.”

To deliver outstanding customer service, field staff needs rapid access to accurate, up-to-date facts and figures. Pharmaceuticals giant Dr. Reddy’s Laboratories Ltd. has given its sales team just that – and a whole lot more. A pioneering new solution, built on the latest release of the SAP NetWeaver® Mobile component, enables sales reps to capture and display valuable information and perform key tasks while on the move. And that adds up to greater employee productivity and customer satisfaction.

“This was a groundbreaking project.

And the risks were correspondingly

high. To ensure success, we needed

the best consultants available and

that’s why we teamed up with SAP

Consulting.”

Vilas Dholye, Executive Vice President, Dr. Reddy’s Laboratories Ltd.

The new solution had to meet some chal-lenging requirements, as Chowdhury explains: “To protect our hardware in-vestments, we needed support for our legacy Palm devices as well as for new Windows-based handhelds – something that was not available as standard.” Moreover, Dr. Reddy’s had highly spe-cific needs, which called for extensive customization. And the portal solution had to deliver the right standards of performance – even in remote parts of India, where bandwidth is low.

“This was a groundbreaking project. And the risks were correspondingly high,” says Vilas Dholye, executive vice pre-sident at Dr. Reddy’s. “To ensure suc-cess, we needed the best consultants available, and that’s why we teamed up with SAP Consulting.”

Getting a Head Start with the Latest SAP Software

SAP Consulting jointly managed the project with the six-strong Dr. Reddy’s team. Experts from SAP and India-based enterprise-mobility specialist Mobile-One P.Ltd. handled development tasks. And all three partners worked hand in hand to draw up the solution blueprint. “The specialists from SAP Consulting brought a lot of experience to the table,” states Chowdhury. “They built up an excellent relationship with our staff, who learned a great deal as a result.”

As an early adopter of the latest SAP NetWeaver Mobile release, Dr. Reddy’s also signed up for the SAP Ramp-Up program – a unique product-introduction initiative that provides expert advice

and assistance, giving companies a head start with new SAP software. “SAP Ramp-Up really helped us a lot,” says Chowdhury. “We enjoyed 24x7 support throughout the initiative and had two consultants from SAP Labs on site for two whole months. They not only trained the MobileOne team in the new SAP software; they also helped skill up our people.”

Complex Implementation Completed On Time

Close collaboration between all stake-holders ensured the implementation was completed quickly and with very few issues. “The specialists from SAP Consulting helped us master a challeng-ing project within a tight schedule,” says B.V Srinivas, Dy. CIO at Dr. Reddy’s. “Thanks to their expertise, we achieved virtually all our goals. The handheld application developed using SAP NetWeaver Mobile has turned out really well. It supports both our Palm and Windows operating systems – and has actually surpassed many of our expectations.”

Initially piloted with 54 sales profession-als, the new mobile client application is now being used by close to 1,800 em-ployees. For most of the day, staff in the field work offline, going online for just three to five minutes to synchronize their mobile devices. And all handheld func-tionality is also available via the Web. So if a device goes down, staff can still complete their tasks and report back to base. A lean portal, featuring a no-frills user interface, helps ensure all functions are rapidly accessible – even via slow dial-up connections.

“The handheld application developed using SAP NetWeaver Mobile has

turned out really well. It supports both our Palm and Windows operating

systems.”

Less Maintenance, Greater Visibility

The new solution has many advantages over its predecessor. It has reduced maintenance overhead, as the mobile application can be upgraded easily

during the sync process itself. This saves unnecessary downtime for the handhelds and enables rapid rollout of new features to the field. Data synchro-nization times are down from 5 minutes to less than 2. And each handheld can now store a full three months’ data, instead of just two.

Mobile sales staff can leverage Dr. Reddy’s SAP software to perform a wide variety of key tasks. These include maintaining customer details, planning and scheduling visits to doc-tors and pharmacies, generating ad hoc reports, and entering expenses claims. “In the past, our reps could only record activities via their handhelds,” says Chowdhury. “Now they can also down-load key facts and figures from our SAP software. This gives them much greater visibility into their individual customers.”

B.V Srinivas, Dy. CIO, Dr. Reddy’s Laboratories Ltd.

“It used to take sales reps one or two

hours to plan their activities for the

coming month via the Web. Now they

can complete the task on their hand-

helds in just a couple of minutes.”

Anindya Chowdhury, Senior Director of Sales Process Excellence, Dr. Reddy’s Laboratories Ltd.

50 xxx xxx (YY/MM) ©20YY by SAP AG. All rights reserved. SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP Business ByDesign, and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries.

Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects S.A. in the United States and in other countries. Business Objects is an SAP company.

All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifi cations may vary.

These materials are subject to change without notice. These materials are provided by SAP AG and its affi liated companies (“SAP Group”) for informational purposes only, without representation or warranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty.

www.sap.com/contactsap

Enhanced Responsiveness, Streamlined Activity Planning

The combination of SAP CRM and SAP NetWeaver BI not only provides field sales specialists with crucial data, it also proposes ways of enhancing the quality of their work − for example, by targeting specific doctors more effec-tively with particular brands.

Routine planning tasks are also much more straightforward. “It used to take sales reps one or two hours to plan their activities for the coming month via the Web. Now they can complete the task on their handhelds in just a couple of minutes,” says Chowdhury.

Making Life Easier for Decision Makers

Tight integration with SAP NetWeaver BI makes for better decision making – and reduces manual effort. Reps and their managers enjoy handheld- and Web-based access to a wide range of reports based on data from SAP ERP and mobile devices. “Because all infor-mation is now in one place, employees and managers no longer have to deal with multiple master data records and call up different portals to view different reports,” says Chowdhury. “What a particular employee can see depends on his or her specific role and responsi-bilities. Managers can now rapidly gen-erate their own dashboard reports, something that was not possible before.”

50 094 078 (09/03) ©2009 by SAP AG. All rights reserved. SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP Business ByDesign, and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries.

Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects S.A. in the United States and in other countries. Business Objects is an SAP company.

All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifi cations may vary.

These materials are subject to change without notice. These materials are provided by SAP AG and its affi liated companies (“SAP Group”) for informational purposes only, without representation or warranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty.