Go Beyond Bar Codes with Mobile Solutions for Consumer Product Companies

Go Beyond Bar Codes with Mobile Solutions

for Consumer Products Companies Michael Haynes, Mobility COE, SAP

Venkatraman G, Industry Principal, Infosys Limited

Judy D’Onofrio, IS BU Lead for Foodservice, Kraft Foods Group

© 2012 SAP AG. All rights reserved. 2

Key trends shaping the consumer products industry

Rapid globalization via emerging markets

Evolving retail formats that further increase channel complexity

Compliance and product safety requirements

Speed to market with innovative, tailored solutions

Social and

technological

Consumerization of IT

Machine-to-machine communication

Social networking as primary communication

Market

conditions

Economic and

political

Economic paralysis

Rising costs, diminishing resources, and thinning margins

Increasing global regulation

Changing buying behavior

Better-informed consumers and customers

Price and value conscious

Sustainability at no additional cost

Aging populations in developed countries

Growth in emerging economies

Consumer

patterns


Deliver mobile apps to

customers and consumers to

improve communication and

service and build loyalty

Improve operational efficiencies

by reducing out-of-stocks and

improving the overall experience

Improve decision making by

providing more real-time

information and communication

regardless of fulfillment method

Result Result Result

Improved sales

Improved customer service

Self-service access to key information

Faster response to markets

Improved ordering and shipping

Fewer out-of-stocks

Ability to sell inventory in other physical locations

Improved inventory turns

Improved distribution levels

Consistent merchandising practices

Pricing and promotion compliance

Customers and consumers Retail execution Supply chain

Successful consumer product companies Harness the power of mobile to . . .


Mobile solutions virtualize business

connect to enterprise data

collaborate with partners

conduct business

Mobile enables you to anytime, anywhere

Analytics

Sales and

marketing

Partner collaboration

Core business

processes

Customer engagement

Customer intimacy

New products and services

Brand loyalty

Social media

Retail execution

Direct store delivery

Field service

Exceeding customer expectations

New product innovation

Warehouse management

Transportation management

Manufacturing

Procurement

Collaboration

Supply chain management

Demand signal management


. . . accelerate change

Have accurate order management

Optimize product inventory

Respond instantly to changing market, demand, supply conditions

Access real-time performance indicators

Shorten order-to-cash cycle

Manage product pricing and

promotions

Respond faster and

proactively to customers

Improve customer service

Bring new products to market faster

Reduce downtimes

Integrate new suppliers faster

Improve order fulfillment efficiency

Launch campaigns and

promotions faster

Gain full distribution

Resolve customer issues via

effective field service

Manufacturing Supply chain

Distributors

Retailers

Consumers Service

and

support

Sales and

marketing

Management Merchandising

Reduce out-of stocks

Detect product issues faster

Get visibility into real-time data Achieve plan-o-gram compliance

Leverage powerful HR solutions


. . . and transform the traditional business

Bank

Contract

manufacturer

SAP for

CPG

Supplier

Third-party service provider

Product innovation

Retailers Distribution

Direct and channel sales Consumers

Consumer products

manufacturing

Manual

processes

No direct visibility

to end customer

Silos of

information

Traditional

communications


. . . into a fully integrated value chain

Entire ecosystem connected in real time and powered by mobile processes

Silos of information

torn down Proactive and

predictive decisions

Customer

intimacy

360-degree view

of ecosystem

Bank

Contract

manufacturer

SAP for

CPG

Supplier

Third-party service provider

Product innovation

Retailers Distribution

Direct and channel sales Consumers

Consumer products

manufacturing

Mobile interactions

Mobile processes


Enterprise mobility is driving business transformation

Garner a bigger

share of

customer spend

Enhance

organizational

effectiveness

Changes the method of

engagement with

customers, partners,

employees

Changes existing

business processes

with employees, partners

Rewrite

the rules

of the game

Creates new business

models based on

enterprise mobility


Mobile technology enablers are driving innovative

applications within consumer products industry

Value levers Uses of mobility

Mobile devices

Cloud

Real time

Technology enablers

Instant

transactions

Location-based

actions

Social

collaboration

Contextual

insights

Augmented

reality

Digital briefcase

Growth

Simplicity

Stakeholder engagement

Productivity


9%

13%

15%

16%

16%

17%

21%

23%

39%

40%

43%

44%

Other

Enterprise document management

Inspections, surveys, or assessments

Enterprise asset management

Enterprise content management

Proof of delivery

Supply chain management

Enterprise collaboration and social…

Field services

Business intelligence reports

Workfl�ows

Sales/CRM

Areas of mobile adoption in business

Dominant

areas

Top mobile apps

SAP Insider Research Global Study 2012


SAP Retail Execution mobile app

Mobile retail execution provides

sales representatives all the data,

tools, and insight they need to

completely manage their visits to

retail stores.

Anywhere, anytime access to merchandising data

Higher productivity of sales reps

Improved compliance with product placement agreements and

promotions

Business benefits

Retail visit management

Survey completion

Account management

Order and returns handling

Integrated customer relationship management (CRM) calendar

Feature highlights

Developed using SAP Mobile Platform

Technology


Objectives: To capitalize on their SAP Customer Relationship Management (SAP

CRM) application investment by deploying mobile sales

To reduce reliance on laptops by the field sales forces; improves

productivity by enabling CRM workflows on mobile

To establish a strong mobile platform that is versatile and scalable

Implementation

highlights:

Leveraging and enhancing the latest SAP technology, including the

SAP Mobile Platform and SAP CRM Sales application with integration

to SAP CRM

Implementation by Infosys

Rapid mobile solution implementation – testing and deployment in

three months

– Assumes SAP Mobile Platform infrastructure in place

A strong partnership between Kraft, Infosys, and SAP

Business

value:

Ready access to SAP CRM information and business transactions on

iPad and iPhone (examples: accounts, activities, opportunities, notes)

Increased sales force productivity, resulting in improved sales

Stylish and modern customer presentation

Improved proficiency in the latest mobile infrastructure and technology

Laying foundation for future extension of SAP software functionality to

mobile devices

Kraft Foodservice Building a strong foundation for the mobile sales force

SAP Mobile Sales

application


Infosys value delivered

Infosys services provided

Single interface for users, user workshops to

present requirements to

product features map

Program management

and consulting on gap

requirement plans

Identifying and carrying out

customizations for SAP BAPIs

Data volume assessments and product scalability

checks

End-to-end testing with enterprise

mobility labs offshore to

reduce testing costs

Device compatibility: iPhone, iPad

The solution

SAP Mobile Platform

Accounts

Activities

Opportunities

Contacts

Notes

Product categories

Feature list

Convenient and better user interface via the mobile handheld

for managing contacts, activities, opportunities, and accounts

by sales representatives, who are always expected to be “on

the go”

Sales representatives able to check the opportunity status,

full customer profiles, and more anytime during their customer

visits

Improvement in productivity and enablement of faster and

more timely recording of sales information

Infosys solution


User testimonials

Fast and reliable data sync

between SAP CRM and

devices

Intuitive and easy to use

Smooth and instant

integration with SAP CRM

Direct integration with

Google maps and calling

functions

App is a home run and a real time-saver. “

”

Once I started using the CRM sales app, I don’t ever

want to switch back to the old Web-based screens

again.

“

”

I LOVE THIS APP! . . .

Already I can say it is going to be well received by the

field. The speed at which the app works is great.

“

”

Thank you

Contact information:

Michael Haynes

Mobility COE, SAP

[email protected]

mailto:[email protected]


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