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Trade Prom ot ion Managem ent(TPM): Pane l Disc uss ion
Dave Garriott, Global Business Solutions, McCormick & Company Inc.
Kunle Abidoye, Sr. SAP Analyst, THQ Inc.Tad Moskwa, Global Sales Tech., Wm. Wrigley Jr. Co.Michael Kantor, Managing Director, TPMA
Moderator: Chris Wiesen, Consumer Products Industry Principal
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1. Introductions1.1. Panelists and Companies
2. Topic Overview
2.1. SAP Trade Promotion Management
2.2. Connected to the Enterprise3. Questions for Panelists
4. Open to Audience Questions
Agenda
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TPM Panel Disc ussi onPanel is t s and Thei r Com panies
David GarriottMcCormick & Company Inc.
Biography
Global business solutions
B.S. in computer science from Towson
University Emeritus of McCormick Multiple
Management Board
Information technology professional for22 years
Employed with McCormick for 11 years
Manager of business intelligence for fouryears (20012004)
Managed the commercial thread for the
past three years: main focus has beenthe implementation of SAP TradePromotion Management for theconsumer products division
Company Web site:www.mccormick.com
The Company
McCormick is the global leader in themanufacture, marketing, and distributionof spices, seasonings, and flavors to theentire food industry. Customers rangefrom retail outlets and food service
providers to food processing businesses.Founded in 1889, McCormick has
approximately 8,000 employees.
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TPM Panel Disc ussi onPanel is t s and Thei r Com panies
Kunle AbidoyeTHQ Inc.
Biography
Sr. SAP analyst
Company Web site: www.thq.com
Presently a senior CRM business analyst
for THQ Inc., Mr. Abidoye served as the ITproject manger and in-house functionalconsultant for THQs successfulimplementation of SAP Trade PromotionManagement. Mr. Abidoye has had in-
depth exposure to numerous SAP products(sales and distribution, logistics execution,CRM Internet sales, CRM middleware, andSAP Trade Promotion Management) andindustry verticals such as high tech, media,pharmaceutical, CPG, andtelecommunications.
Mr. Abidoye is an alumnus of University ofLagos with a B.Sc. in economics and
Philadelphias Drexel University LebowSchool of Business with an MBA.
The Company
THQ Inc. (NASDAQ: THQI) is a leadingindependent developer and publisher ofinteractive entertainment softwareworldwide. Based in Los AngelesCounty, California, the company
develops and publishes content for allviable gaming platforms.
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TPM Panel Disc ussi onPanel is t s and Thei r Com panies
Tad MoskwaWm. Wrigley Jr. & Co.
Biography
Business manager,global sales technology
Leads the integration of SAP CRM for
the William Wrigley Jr. Co.
Focuses on improving both technical andbusiness processes to enhance thecurrent implementation as well as
preparing for future rollouts andupgrades
Previously designed and implementedWrigleys in-house TPM system
Prior to joining Wrigley, was a consultanton various IT and business initiatives in
both the CPG and finance industries
B.S. in computer science from JohnsHopkins University
Company Web site: www.wrigley.com
The Company
Founded in 1891, Wrigley gum andcandy brands are sold today in over 180countries, and its portfolio of productsincludes dozens of innovative brandsthat provide consumers with a variety of
benefits, including breath freshening,tooth whitening, and vitamin delivery.
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TPM Panel Disc ussi onPanel is t s and Thei r Com panies
Michael KantorTPMA
Biography
Managing director
Company Web site: www.tpmaww.com
Responsibilities include the strategy anddevelopment of all programs, services, andmember benefits. He is an industry veteranwith twenty years of accomplishments inchannel promotions, brands, supply chain,
and marketing services ranging fromtechnology in trade promotion and marketingsystems to leadership in some of the largestpromotional firms, such as NSI, Inc. andCoAMS.
He is a member of the GS1 Trading PartnerPerformance Management Council. Heholds a bachelors degree from WCSU, andan MBA with highest honors from St.Thomas Aquinas College.
The Company
Trade Promotion ManagementAssociates (TPMA) is an association for
professionals and organizations involvedwith trade promotion. TPMA providesmembers with information, education,and research on the dynamic world oftrade promotion, including co-op
advertising, market development funds,slotting fees, off-invoice deductions,
channel promotions, and more.
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1. Introductions1.1. Panelists and Companies
2. Topic Overview
2.1. SAP Trade Promotion Management
2.2. Connected to the Enterprise
3. Questions for Panelists
4. Open to Audience Questions
Agenda
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Advertising and consumer promotions
TPM
Manufacturer
Retailer
Consumer
TPM
TPM Panel Disc ussionWhat is Trade Prom ot ion Managem ent (TPM)?
Trade promotions are incentives paid by manufacturers to retailersfor merchandising support
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1. Headquarter planning Consensus plan Sales budgeting Schedule creation 2. Account planning
Pre-analysis Event planning Promotion planning
3. Sell-in andnegotiation Proposal generation
Demand planning Flexibility
5. Evaluation and
analysis KPI reporting Syndicated data Funds tracking
4. Retail execution,validation, and settlement FSR support Invoicing Payments
TPM Panel Disc ussionThe Closed -Loop Proc ess
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Consumer Brandmanagement
Categorymanagement
TPM andaccount
management
Retailexecution
Customer
MarketingCategory
management HQ planning Account managers Sales reps
Plan eventsConsumer
insights
Sell-in and
execute
The four
Ps
Analyze
and budget
Coordinate
calendars
Connect processes from consumer insight to advertising,
consumer, and trade promotion through to in-store execution,settlement, and analysis
TPM Panel Disc ussionTPM Wi t h in In t egrated Sales and Market ing
Consumer insightsWhat do they buy? What do
they consume? Where arethey? How do I retain them?
Role of categorySupport brand growth within the
category framework that is so criticallyimportant to the customer
Excellence in executionBuild and communicate plans that are
aligned with strategy store and outletcoverage and produce profitableresults
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1. Introductions
1.1. Panelists and Companies
2. Topic Overview
2.1. SAP Trade Promotion Management
2.2. Connected to the Enterprise3. Questions for Panelists
4. Open to Audience Questions
Agenda
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TPM Panel Disc ussionQuest ion #1
What are the industry challenges fordefining best-practices for TPM?
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TPM Panel Disc ussionQuest ion #2
What business conditions led yourcompany to select SAP TPM?
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TPM Panel Disc ussionQuest ion #3
Have you met your objectives andmetrics that were set for success?
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TPM Panel Disc ussionQuest ion #4
How has the closed-loop visibility to
key customer data impacted your
company?
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TPM Panel Disc ussionQuest ion #5
Please discuss how you approachedchange management for TPM?
TPM P l Di i
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TPM Panel Disc ussionQuest ion #6
How does the TPMA and its members viewthe need for best practices and metrics
to support their TPM processes?
TPM P l Di i
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TPM Panel Disc ussionQuest ion #7
Please discuss the lessons learned from your TPMimplementation. What advice can you give others
who are considering SAP TPM?
TPM P l Di i
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TPM Panel Disc ussionQuest ion #8
Please comment on any benefits youhave realized.
TPM Panel Disc ussion
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TPM Panel Disc ussionQuest ion #9
Based on your experience implementing
SAP TPM, what is the single mostimportant factor for success?
TPM Panel Disc ussion
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TPM Panel Disc ussionQuest ion #10
As manufacturers get their internalprocesses in SAP TPM working better,
what will be the impact on howyou engage your customers?
Agenda
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SAP 2008 / SAPPHIRE / OR3940 Page 22
1. Introductions
1.1. Panelists and Companies
2. Topic Overview
2.1. SAP Trade Promotion Management
2.2. Connected to the Enterprise3. Questions for Panelists
4. Open to Audience Questions
Agenda
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SAP 2008 / SAPPHIRE / OR3940 Page 23
Thank you!
Ac c ess SAPPHIRE 08
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Ac c ess SAPPHIRE 08Orlando Onl ine
www.sap.com/us/sapphire
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