Demand Signal Management powered by HANA

Consumer Products Industry Solution

SAPPHIRE NOW: Customer Case Studies

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Today’s agenda

Overview of SAP Demand Signal Management

Business Benefits and Value Realization

Case Studies:

Coca-Cola Refreshments

Colgate Palmolive

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Market research

Effective demand signal management helps you sense,

analyze, and respond to demand and market data

An integrated approach

helps:

Access large amounts

of demand signals

from different sources

Analyze data in real

time

Respond to market

changes and

deviations quickly and

profitably

Retailer POS

Demand analytics Demand response

Demand sensing

Social media

Marketing

Supply Chain

Sales

Marketing

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Today’s challenges of consumer goods companies

20%

-19%

20%

75%

Of overall revenue is spend for sales and marketing

ROI) is priority #1

Average ROI of trade promotions

Average out-of-stock rate

Lost sales: $3.19 per store visit or $69 billion for top 100

retailers

Of all product launches fail (while average time to market is

27.5 months)

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SAP Demand Signal Management helps you capture

demand, spot trends, and respond faster

Retailer

POS 1Retailer

POS 2 …Social

MediaMarket Research

e.g. GfK, IRI

Distributor/

Wholesaler

SAP

Business

Suite

SAP Demand Signal ManagementSAP Demand Signal Management

Sense:

Collect, cleanse, harmonize & enrich

Sense:

Collect, cleanse, harmonize & enrich

Data Acquisition

SAP BI on

HANA

Analyze:Analyze:

Sales

Performance

Promotion

Insights

New Product

Launch

On Shelf

Availability

Out of Stock

Analysis

Respond:Respond:

Customer

Relationship

Management

Supply Chain

Management

ERP

Trade

Promotion

Optimization

IRI

Short-term

Forecasting

SAP NetWeaver

BW on SAP HANA

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Case study – Coca-Cola Refreshments

Simon Parkinson – Senior Group Manager

IT Supply Chain Planning & Execution,

Coca-Cola Refreshments

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Case study – Colgate Palmolive

Lou Schneider – Director Global

Development: Sales & Marketing

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SAP Demand Signal Management helps acquire, harmonize,

aggregate, and leverage demand signals in real time

CONTRACT

MANUFACTURERS

DISTRIBUTION

CENTER

SUPPLIERS RETAILERS

SHOPPERS

Supply chain Manufacturing

Procurement Sales

IT HR Finance

WHOLESALERS Supply chain can monitor

demand in real-time,

improving forecast accuracy,

inventory and safety stock

levels, and visibility of sales

and operations planning

(S&OP)

Marketing can analyze

combined data to spot trends

and improve segmentation

and targeting

Sales can use real-time

demand signals to increase

sales and promotion

effectiveness, improving

revenue, volume, and profit

versus plan

Better demand signal visibility means:

© 2013 SAP AG. All rights reserved. 9 Confidential

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