tradepromotionmanagement-j777666777

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Trade Promotion Management

SAP CRM 2007Overview


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SAP 2007 / Page 2

1. Business Environment

2. ISM: TPM Solution Overview

3. Current Solution

4. Analytics and ROI5. Appendix

Business Environment


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Advert is ing & Consumer Promotions

TPM

Manufacturer

Retailer

Consumer

TPM

What is Trade Promotion Management (TPM)?

Trade promotions are incentives paid by (consumer products) manufacturersto retailers for merchandising support.


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Business Environment

The bottom line: Integrated end-to-end process

Increase

efficiency

Increase

effectiveness

Growing Retailer leverageAccurately plan and manage t rade act iv it ies, and

streamlined validation process

Proliferation of brands and productsLeverage analytical insights to optimize trade activities.

Increase brand presence and maximize profit


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6%5% 4%

4%4%

6%

5%

13%13%

1978

Adverti singand Media

ConsumerPromotion

Source: Donnelly Marketing and Accenture Analysis

TradePromotion

23%22%

15%

Sales Facts and Figures: Marketing Spends

Marketing Spend for CPG Companies: Percent of Sales

1998 2003E

Marketing spendis rising

Trade promotionmanagement(TPM) is morethan 50% ofmarketing spend

Trade spending is increasing because of the relative strength of the retailcustomer base, which is now greater than consumer and advertising combined

However, revenues are flat Spending trade funds more wisely is the strategic imperative


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?Which programs

provide the greatestvalue?

Which customers perform the best?

How are the funds being spent?

What is the returnon investment?

What is the mosteffective use of the

funds?

What uplif t are wegetting?

Basic Questions


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Promotional EffectivenessInsights to increase brand presence and prof its

Operational EfficiencyIntegrated trade promotion processes

Alignment o f brand and accountstrategies

Optimize trade fund allocation

Accurately account for tradeexpenses

Integrated demand planning toreduce out of stock

End-to-end trade promotion process will

provide . . .

Access to downstream data foraccurate planning and forecasting

Visibility and control of all tradeactivities across the enterprise

Align trade activi ties againststrategic plans and objectives

Analysis and insights into tradefund and activity effectiveness

Make Intelligent fund and trade decisions Reduce wastes and administrative costs


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SAP 2007 / Page 8



3. Current Solution


ISM: TPM Solution Overview


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COMPREHENSIVE

Enable Sales,Marketing, Service

Processes

SIMPLE

High useradoption and

user productivity

FLEXIBLE

Flexibleapplications and

service enablement

CRM Without Compromise!

EASE OF USE INNOVATIONHOICE


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Brand

Management

Category

Management

TPM&

Account

Management

Retail

Execution

Integrated Sales and Marketing (ISM)

Consumer BrandManagement

CategoryManagement

Account &Trade

PromotionManagement

RetailExecution

Customer

MarketingCategory

Management HQ Plan ning Account Managers Sales Reps

Plan EventsConsumerInsights

Sell-in andExecute

The FourPs

Analyzeand Budget

CoordinateCalendars

Connect processes from consumer insight to advertising,

consumer and trade promotion and in-store execution.

Supporting Processes: Service Management, Analytics


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Solution

Richness

Strategic Partner:

Nestl

SAP 3.0 SDP

SAP CRM 5.0

Gained Footprint:

Colgate, Maxxium

SAP CRM 4.0

Enterprise Suite

TPM Solution

Early adopters:

ConAgra, Wrigley, Heineken

SAP CRM 5.1/5.2

Usabilit y Release:Sara Lee, Kraft Food s

SAP CRM 2007

Best of Breed

TPM Solution

Next Generation

2002 2003 2004 2005 2006 2007

SAP TPM over the years

Time

5.1/5.2 TPM-Product Hierarchy Promotion-Pertinent Master Data Changes

2007 TPM-Funds Management-Claims Management-Enhancements


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Board /

Executive

Marketing

Sales

Logistics

Financials

Strategic

Targets

BrandTargets

BrandPlan

MarketingPlan

Sales

Targets

Investment

Plan

TradePromotion

Plan

DemandPlan

SupplyNetwork

Plan

ProductionPlan

Top Down SalesPlan

Bottom Up SalesPlan

Financial Statement

Plan

Reconciliation

Consumer Products Business Process

ClaimsManage-

ment

FundsManage-

ment


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Drill down of TPM Business Process

Develop Overall Channel and Customer Plans:Planning Customer

Total and Target Volume

Product Categories

Month

Profitability

Develop Key Customer/Product Category:

By period, events, terms and condi tions

Agreements

Funds

Management

Trade PromotionPlan:

Long-term

Short-term

Tactics

Objectives

Templates

ClaimsManagement

BPS

CRM

Inputs

Brand Plan

Category Plan

MarketingCalendar

HistoricalAnal ysi s

AgreementAcceptance

andPromotionPlan

App li cat ions

TradePromotion

PlanTop Down Sales Plan

Bottom Up SalesPlan

ClaimsManage-

ment

FundsManage-

ment


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1. Headquarter Planning Consensus Plan Sales Budgeting Schedule Creation

Process Overview:

2. Account Planning Pre-analysis Event Planning Promotion Planning

3. Sell-in & Negotiation Proposal generation Demand planning Flexibility

5. Evaluation &Analysis KPI Reporting Syndicated Data Funds Tracking

4. Retail Execution,Validation & Settlement FSR support Invoicing Payments


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Process Overview:





Trade Funds

Management

Budget tracking

Planned, Committed,Accrued

Trade FundsManagement

Planned,Committed,

Accrued

Budget

TradePromotion

Management


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Process Overview:





Finalization

Prepayments

Trade ClaimsManagement

DeductionsInvoicesDirect Payments


Schedule Payments



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Customer-Centric Business with SAP CRM 2007

The TPM functionality of SAP CRM 2007Ensures consistency, effectiveness, and predictability throughout the TPM business

process:

Headquarter Planning and Budgeting

Funds Management

Account Management and Trade Promotion Planning

Account Sell-in and Promotion Plan Execution Trade Claims Management

Analytics and ROI


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TPM Product ivity Enhancements

CRM 2007 Takeaway:

Buil t on existing TPM Platform

Trade Funds Management

Trade Claims Management

TPM Functional Enhancements

fully integrated intoSAP ERP, front to back!


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SAP 2007 / Page 19



3. Current Solution


Current Solution


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TPM Within SAP CRM 2007


Flexible planning from the top down, based on:

Marketing and sales planning; including organization, product categories, historical and/orforecast sales figures

Conversion of planning strategies into action

Budgeting of funds plans

Trade Funds ManagementA fully integrated funds management solution with the ability to create full budget (funds)

capabilities

Track funds expenditures against trade promotions

Ability to make prepayments or periodic payments

Account Management and Trade Promotion Management

The key to successful customer relationship management, thanks to a complete view of yourbusiness partners and promotional activities


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TPM Within SAP CRM 2007

Account Sel l-in and Promot ion Plan Execut ion

Field reps armed with correct promotional information and incentives for retailers, to be able

to gain retailer support

A tool supporting field reps in planning their customer validation visits

Integrated with Demand planning to ensure adequate supply during promotional periods


Insight into trade promotional spending, with the ability to track claims against tradepromotions

Ability to chargeback or write-off

Fully integrated with TPM, TFM, and ERP to finalize claims and close promotional accounts

upon final settlement

Analytics and ROI

Complete overview of past and present promotional performance, simplifying the planningprocess and allowing quick reaction to an ever changing market


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SAP 2007 / Page 22

Current Solution: Headquarter Planning and

Budgeting


Funds Management

Account Management and Trade

Promotion Planning

Account Sell-in and Promotion Plan

Execution

Claims and Payments Management


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TPM Five Step Process Headquarter Planning

2. Field Account Planning Pre-analysis Event Planning Sales Planning




Trade FundsManagement Planned, Committed,

Accrued

Budget

TradePromotion

Management


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Trade Promotion Plan

Top Down Sales Plan

Bottom Up Sales Plan

Claims Management

Funds Management


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Trade Promotion Planning

There are several ways for companies to conduct trade promotion planning:

Top-Down Planning or Headquarter Planning

Bottom-Up Planning or Account Planning

Top-Down Planning

Done at headquarter level

usually by Marketing orSales Departments

Bottom-Up Planning

Done at account level

usually by Sales

Department


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Headquarter Planning & Budgeting

Plan and communicate Trade Promotion goals and objectives from the executive

level:

Considered top-down planning

Collaborate brand and sales goals to achieve unified objectives for overall brand strategy

Plan based on historical analytics to help develop marketing strategies and objectives

Organize and allocate overall budgets, or funds, to aid in the strategic budget development

Overall budgets are organized, many times by territory, to help associate promotional

spending with the trade promotions


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Headquarter Planning and Budgeting: Features

Intuitive analytics and historicals to aid with promotional plans

Comprehensive planning tools

Deals

Marketing Calendar

Integrated Trade Funds Management to aid with budget planning

Funds Allocation

Funds Plans

Consistent platform for all parties to approach the planning process


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Elements used in Headquarter Planning and

Budgeting: Consensus Planning: Top-down and Bottom-up

Sales Planning: Targets and Budgets

including Trade Funds Plans

Creation of Deal Structure

Calendar paradigm for reviewing, creating editing


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SAP 2007 / Page 29

Current Solution: Trade Funds Management




Promotion Planning


Execution



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Process Overview:





Trade Funds

Management

Budget tracking

Planned, Committed,Accrued

Trade FundsManagement

Planned,Committed,

Accrued

Budget

TradePromotion

Management


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Top Down Sales Plan


Claims Management

Funds Management


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Trade Funds Management (TFM) is a CRM based application that enables you to set

up and manage fund programs and funds, thus allowing to plan and track how

you spend your money for trade.

TFM is integrated into:

TPM Trade Promotion Planning

MDF Market Development Fund Initiatives

CRM Claims Management

ERP Financials (CO-PA, Accruals)

APIs to integrate external business planning and forecasting tools


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Trade Funds Management Process


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Plan, fund and track trade promotion spending:

Multi-dimensional set-up of discretionary budgets with the framework to support performance-

based live accruals

Detailed tracking and auditing of all funds transactions

Full budget check capabilities for planning and settlements

Full checkbook capabilitiesFull accrual management capabilities


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Funds Management Main Features

Multi-dimensional set-up of discretionary budgets with the framework to support

performance-based live accruals Definition of fund plans

Manual set-up and allocation in CRM

Import from external planning and forecasting tools like SAP SEM

Detailed tracking and auditing of all funds transactions

Sarbanes-Oxley and FASB accounting standard compliant

Full visibility into planned, committed, accrued, settled, paid, etc. values Fund checkbook view for accounts, categories and organization units

Full budget check capabilities for planning and settlements

Full checkbook capabilities

Full financial accrual management capabilities

The accrual engine allows detailed bottom-up accrual calculations based on promotions orfund budgets, and triggers them in ECC FI/CO

Accruals are adjusted during the settlement process

Ability to adjust accruals at the end of an event


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Fund Overview Page

Fund Attributes section willdynamically show only thoseattributes which are requiredfor the Fund Type selectedabove.

Additional customized key values can be displayed here (Checkbook configuration)


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SAP 2007 / Page 37

Current Solution: Account Management and



Funds Management

Account Management and TradePromotion Planning


Execution



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Process Overview:





Finalization

Prepayments




Schedule Payments



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Account Management and Trade Promotion

Planning


Top Down Sales Plan


Claims Management

Funds Management


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There are several ways for companies to conduct trade promotion planning:

Top-Down Planning or Headquarter Planning

Bottom-Up Planning or Account Planning

Top-Down Planning

Done at headquarter level

usually by Marketing orSales Departments

Bottom-Up Planning

Done at account level

usually by Sales

Department


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Planning

Plan and communicate Trade Promotion goals and objectives from the account level:

Create the best estimates of financial and activity performances

Create and manage trade promotional activities that are aligned with the plans and funds

Perform promotion simulations analysis and compare various trade plan scenarios and

determine the best account plans

Automated approval process takes the completed Account and Category level plans back toheadquarters for approval, and upon approval, the plan is routed to the customer for

acceptance

Further allocate funds to specific agreements, account plans and category plans to perform

bottom-up planning for trade spending, promotion volume estimates and non-promotion volume

estimates

Easily initiate fund creation, transfers, and approval processes


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Planning: Features

Intuitive analytics and historicals to aid with promotional plans

Comprehensive planning tools:

Agreements

Account Plans

Templates/Shells

Promotion Simulation

Integrated Trade Funds Management to aid with budget planning:

Funds Allocation

Funds Plans

Consistent platform for all parties to approach the planning process


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Trade Promotion Execution CRM 2007 User

Interface

Header Area

NavigationArea

QuickCreate

Area

Work Area

Role-based Navigation and Screens

Drag&Drop Enabled Config Tool for Screen Design

User Personalization


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Trade Promotion Execution CRM 2007 User

Interface

Working Context Saved Searches

Breadcrumb Navigation


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SAP 2007 / Page 45

Current Solution: Headquarter Planning and

Budgeting


Funds Management


Promotion Planning

Account Sell -in and Promot ion PlanExecution



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Process Overview:





NDA

TradePromotion

Management


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Account Sell-in and Promotion Plan Execution


Top Down Sales Plan


Claims Management

Funds Management


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Account Sell-in and Promotion Plan Execution

Gain account sell-in and execute trade promotion plans:

Arm Field Sales Reps with historical data and insights into planned promotional activities,

aiding in promotion sell-in with retailers

Allow sales reps to capture all orders and requests for collaterals efficiently and ensure the

order information is fed into the demand planning process

Provide Field Sales Reps access to all administrative tools to manage their workload in an

efficient and effective manner

Activity Management tools provide Field Sales Representatives the capabilities to manageand maintain the relationship with the customers by helping to plan visits and perform surveys


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Account Sell-in and Promotion Plan Execution:

Features

Comprehensive planning/execution tools:

Trade Promotions

Marketing Calendar

CRM Mobile (for store visits)

All promotional activities that need to be planned, tracked, documented, or

administrated by user or user groups:

Appointments

Tasks

Retail Visits

E-mails

Fully integrated with: TFM Trade Funds Management

TCM Trade Claims Management

APO Demand Planning


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Trade Promotion Planning Agreement

Overview Page

HeaderInformation

Product

Category

SpecificationDetailedInformation

TradePromotion


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Trade Promotion Execution Fact-Based Sell-

in and Validation

A basis for negotiations with

customers are Tradepromotion information

on a mobile device

as a hardcopy

in reports


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SAP 2007 / Page 52

Current Solution: Claims and Payments

Management


Funds Management


Promotion Planning


Execution



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Process Overview:





Finalization

Prepayments




Schedule Payments



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Top Down Sales Plan


Claims Management

Funds Management


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Trade Claims Management (TCM) is a CRM-based application that enables

you to capture and validate trade related claims and payments at the

place of the right information.

TCM is tightly integrated into:

TPM Trade Promotion Planning

TPM Account Planning

MDF Market Development Fund Initiatives

CRM Billing Engine

ERP Financials (CO-PA, FI)

ERP SD

ERP Accounting / FSCM


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Trade Claims Management Process

DeterminePromotion based

Payment with AutoResolution

Create Trade

Claim

ReceiveDeduction

(Dispute Case)

CollectAdd it ion al Claim

Information

Check ClaimValidity Settle Payment

Update / Actualize

Trade Promotion /

Fund Checkbook

Cancel Claim

Receive Invoicefrom Customer/

Partner

Chargeback orWrite-Off

Amo unts

Carry-overamounts toprevision of

future business

Monitor andAnaly ze Financi al

Situation andPayments

Correct Claim orSettlement

Match AccountPlan / TradePromotion

ReceiveRequest of

Payment fo rPerformance

ClearDeduction

(Disp ute Case)Update

Dispute Case

Year/Period End

Bonus Payment(Direct Payment)

ResolveandApp rove

SettlementClaim

SettlePrepayments

Settle

Periodicpayments

SettlePeriodic

Payments

SettlePrepayments

(CSR or CSD)


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Allocate, track and validate trade promotion spending:

Efficiently manage disputes according to agreed contracts

Automate the year-end rebate and chargeback processing

Access funds, promotion planning, validation and claims all in one place

Validate retail actual performance to ensure the agreement is being properly

upheld

Integrated Trade Claims capabilities provide complete claims and deductionvalidation, as well as accurate accounting of all expenses to the correct funds


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Trade Claims Management: Features

Full deduction management capabilities

Deduction Claims Invoice Claims

Chargebacks

Write-Offs

Prepayments

Corrections

Central repository of claims (invoices, deductions, scheduled payments)

Formbased claim validation

Fully integrated into:

TFM Trade Funds Management

TPM Trade Promotion Management

ERP Financials and Dispute Management


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Claim Processing Documents

All objects in context are

displayed together

claim submission (CSD)

claim (CSR)

prepayment

carried-over prepayment

chargeback or write-off

correction documents

Claim

Submission

ClaimCharge-

back

Write-Off

Carried-Over

Prepay-ment


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Trade Claims: Header


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SAP 2007 / Page 61



3. Current Solution

4. Analytics and ROI

5. Appendix

Analytics and ROI


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Key Account Manager Dashboard


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Promotion Best Practice


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SAP 2007 / Page 64



3. Current Solution

4. Analytics and ROI

5. Appendix

Appendix


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Integrated Overview

Full integration of TPM inc ludes AOP/ Forecast and APO/ Demand Planning

TPM

TFM

TCM

AOP/FORECAST

APO/DEMAND

PLANNING

Baseline

Base

PromotionAt tr ibutes

Prelim Funds

PromotedVolume Promoted

Commitments

Promotions

Claims/Settlements Budget

Availabi l it y

Planned Trade Spend(event-based)

ForecastedVolume

Periodic TradeSpend Expense

(non event-based)Accruals

Commitments

Funds


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Data Flow: Demand Planning Integration

ERP

BI

SCM

Plan/Actual InfoCube

CRM

2007

Create and saveTrade Promotion

(Marketing Planner)

Actual InfoCube

uplift

(incrementalsales

volume)

plan data

copy actual data by SEM function(including hierarchy derivation)

Demand Planning

CO-PA

SD

actual databaseline(copy via SEMfunction)

Baseline forecast

Total forecast

baseline(for display)

C C S


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CRM Consumer Products Solution Map(Customer and Consumer)

Marketing

Solution map

Consumer

Account

Trade &Sales

Brand &Category

SalesSolution map

ServiceSolution map

Strategy Planning Evaluation& Budgeting Execution

KPI Planning

Analyti cs

Web/

e-mail

Partners

Direct

mail

Call

center

Field

sales

Branch

/stores

CustomerSegmentation

FundingAll ocati on

Bus Strategy& Planning

Terms ofTrade

ConsumerSegmentation

ConsumerInsights

CampaignExecution

CampaignPlanning

InteractiveOffers

TargetSetting (Vol,$)

Pricing &Contracts

SalesPlanning

CategoryManagement

MarketingCalendar

PortfolioManagement

MediaPlanning

CreativeContent

MarketResearch

ResponseRates

Field SalesMonitoring

One view ofFinancials

PromotionEffectiveness

BrandPerformance

Third PartyData

PromotionGuidelines

NPDI

VolumePlanning

PromotionSimulation

FundManagement

TPM

PortfolioPlanning

Accoun t PlanDevelopment

ObjectiveManagement

VisitPlanning

TerritoryManagement

Channel &Cust. Strategy

MarketingDev Funds

ClaimManagement

FundsCheckbook

DeductionValidation

Acc rual sManagement

CustomerManagement

Prepayments

Chargebacks

Year EndRebate

Promotionsell in

ExpenseReporting

RetailExecution

OrderManagement

PromotionValidation

Fund Re-All ocati on

Complaints& Returns

F th i f ti


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SAP 2007 / Page 68

Further information

SAP CRM - Roll-Out Map

https://portal.wdf.sap.corp/go/crm-rollout-map

SAP CRM - Ramp-Up Knowledge Transfer (RKT)

http://service.sap.com/rkt-crm

SAP CRM Demo Portal

http://crmportal.wdf.sap.corp:1080

SAP CRM WiKihttps://wiki.wdf.sap.corp/display/SAPCRMHub/Home

SAP CRM - Help Portal

http://help.sap.com/crm

SAP Public Web

http://www.sap.com/crm

C i ht 2007 SAP AG
https://portal.wdf.sap.corp/go/crm-rollout-maphttp://service.sap.com/rkt-crmhttp://crmportal.wdf.sap.corp:1080/https://wiki.wdf.sap.corp/display/SAPCRMHub/Homehttp://help.sap.com/crmhttp://www.sap.com/crmhttp://www.sap.com/crmhttp://help.sap.com/crmhttps://wiki.wdf.sap.corp/display/SAPCRMHub/Homehttp://crmportal.wdf.sap.corp:1080/http://service.sap.com/rkt-crmhttps://portal.wdf.sap.corp/go/crm-rollout-map


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