Spreading the Joy of Nutella to the Masses

Spreading the Joy of Nutella to the Masses

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Today’s Presenters

Oliver Betz

Global Head, Custom Mobile Business, SAP AG

Oliver is responsible for analyzing the business potential in Custom

Mobile Application Development and defining, establishing,

communicating and executing the SAP Custom Development mobile

strategy. Oliver began his career at SAP in 2000 as a Platinum

Support

Horst Hagen

CRM Lead, Ferrero Germany

Horst is based in Frankfurt, Germany and responsible for the CRM

Team at Ferrero. He started his professional career in 1994 as in-

house consultant for SAP Sales & Distribution at Freudenberg

Nonwovens before joining Ferrero early 2004 as In-house consultant.

In addition to his position at Ferrero he is also representing the

Consumer Products industry in the German SAP User Group (DSAG)


Mobile is Different

SPEED OF TECHNOLOGY CHANGE

Fast, secure and agile development, in alignment with latest mobile technology

CONTINUOUS BUSINESS TRANSFORMATION

Mobile solutions that support business in the NOW, and the future

DEMAND FOR DELIGHTFUL USER EXPERIENCE

Beautiful, intuitive, easy to use, user-centric mobile solutions

Tomorrow ?


Improve your business with Mobile Apps…

…Change your business with Transformative Apps

Horizontal Apps to increase Productivity and Quality

Mobilizing the Enterprise with Off-the-Shelf Apps and Custom Mobile Solutions – White Paper, 09.2012

For more advanced enterprises […] custom mobile solutions represent the most, and in some cases, only viable path.

“ ”

Vertical Apps to change an Industry

Transformative Apps to beat the market


Polling Question #1

How many custom apps do you plan to launch in 2013?

• 1-5

• 6-10

• 10+

• Only launching standard / out-of the box apps

• Don‟t plan to launch any app (neither standard nor custom) at all


Ferrero - Group Overview

1946 - Alba, Italy

Ferrero is founded

2011 – Global acting Group

38 Companies

18 Production Plants more than 22.000 employees

more than 1.000.000 Tons confectionery

more than 7.200.000.000 Euro turnover

1992 – Poland Ferrero Poland started trading 1997 – Belsk, Poland The factory in Belsk began production


Ferrero - Brand introductions in Poland

1993 1993 1994 1994 1996 1996

1998 2000 2001 2000 2001 2001 1997

2004 2006 2006 2006 2007 2007 2002

2008 2009 2008

1993


Retail Execution Challenges

Typical challenges that affect your Sales team‟s productivity:

• Inability to leverage best practice business processes at the retail level

• Inability to monitor compliance of product distribution, plan-o-grams, trade

promotions, out of stock situations, competitive situations, etc.

• Inability to have real time monitoring of new product launches

• Poor return on brand and promotion investments

• Poor sales decision-making due to lack of real time access to customer,

product, promotion, and competitor information


SAP Retail Execution Features & Roadmap*

* Final scope and time line subject to change.

• Activity Journals – Audits

Attachments

Barcode Scanning

Calendar

Contacts, Customers

Extensibility

Hybrid Pricing, Printing

Picture Taking

Plan-O-Grams

Products, Listings,

Exclusions

Sales Orders and Returns

Signature Capture

Suggested Order “BADI”

Surveys

Territory Management

Visit Management

Version 2.0 Dec 2011

Analytics

Enhanced Visit

Management

Fast Order Entry

Version 2.1 June 2012

• Alerts and Messages

• Customer Factsheet

• Enhancements to:

• Analytics

• Calendar

• Customer Data

• Extensibility

• Order entry, on-line ATP

• Product Information

• Product Listings

• Search for Visit Planning

• User Interface

GPS

Tasks and Activities

Trade Assets and Equipment

View Promotions and

Campaigns

Version 3.0 Dec 2012

• Enhancements to:

• Extensibility

• Personalize

User Settings

• User Interface

• Integration to:

• Demand

Signal

Management

• JAM

• StreamWork

Document

Management

Workflow

Version 3.1* TBD


Ferrero – SAP software landscape

System Area Solution

Warehouse management

SAP EWM / SAP SCM 7.0 EHP2

SAP R/3 System SAP ERP 6.0 EHP5

BW Analytics / Accelerator

SAP NetWeaver BI 7.3

CRM

TPM SAP CRM 7.0 EHP1

Mobility SAP Sybase Unwired Platform

2.1.3

APO SAP SCM 7.0 EHP1 (central)

Middleware, etc. SAP NetWeaver 7.31

Solution Manager SAP Solution Manager 7.1

Industrial Automation MII 12.1

In-Memory HANA CO-PA Accelerator

Identity Management SAP IDM 7.1

Energy Management SAP Environmental COMPL. 3.0

Governance, Risk, and Compliance

SAP GRC 10.0

Corporate Portal SAP NetWeaver 7.0 EHP2

“We try to use the latest release of SAP, always!”


Ferrero – CRM strategy

• Two main countries (Italy and Germany) keep their individual

SAP CRM system with a separated roadmap

• For other countries a task force discussed: • Multi backend vs. Multi CRM scenarios

• Kernel processes of the Ferrero group vs. local processes

(TPM, SFA, Media planning, CIC, etc.)

• Decision for a group CRM for Ferrero

• Infrastructure and applications centralized • Germany: CRM plus CRM related BI

• Italy: ECC

• Initial group projects • SFA and TPM for Poland

• TPM for USA and Canada


Ferrero – High level system landscape / mobile strategy

DMZ

Public internet

Group

ECC GEA

Group

BI GEA

Group

CRM

Group

BI CRM Mobile BI

REX

HR Leave

HR Travel

HR L Appr

HR T Appr R

ela

y S

erv

er

SA

P G

ate

wa

y 2

.0

Local

HR BI

Local

HR POL

SU

P 2

.1.3

Afa

ria


Ferrero – Initial situation

The legacy sales force tool in Poland

• Local CRM solution, no possibilities to adapt or enhance the

solution to Ferrero needs without help of software supplier.

• Custom Interface based on IDOC„s or even manual work to

harmonize data between local CRM and SAP ECC backend.

• Current hardware is fully obsolete.

• No additional functionalities like Trade Promotion Management

(TPM) available or in place.


Ferrero – Implementation road

May June

July

August

September

October

November Device

configuration

Bug fixing

Bug fixing

1st GoLive

Modern Trade

GoLive completion

Pilot GoLive

x7 User

x40 User

x70 User


Ferrero – New situation

SAP ReX – the future Polish sales force tool

Standard application to cover almost all needs for SFA people

• Visit planning

• Customer master

• Product data

• Order entry

• Surveys

• Picture taking

• Navigation (GPS, etc.)


Customer’s Business Challenge

Current local CRM and related mobile solution at “Ferrero Polska” is to be

replaced by SAP CRM and SAP Retail Execution (REX). In order to cover the full

mobile presales/merchandizing process, REX had to be enhanced with additional

functionalities and information.

Solution Developed

Three core enhancements had been developed for Ferrero:

• Customer State: On the mobile device and the backend a blocking state was

established on the customer, which prevents the creation of visits and orders

on the device.

• Unlock Visits: The REX solution now allows to "re-open" a visit and make a

confirmed visit re-editable.

• Customer order price simulation: A gross price simulation for an entire order

and the positions is displayed on the mobile device – without price calculation

on the backend.

Business Transformation

SAP Retail Execution allows "Sales Force Automation" processes on an iPhone.

This enhances the productivity of the Ferrero sales representatives during store

visits, provides the Sales Force with critical insights, and maximizes value from

the SAP® Customer Relationship Management (SAP CRM). The enhancements

enable Ferrero to use their unique business process.

Consumer

Products

SAP Retail

Execution

Implementation

Partner:

Techedge

Development

Partner:

SAP Custom

Development

2012

SAP Custom Development helped Ferrero to make sure

SAP Retail Execution fits their specific business needs


Ferrero – REX Application


Ferrero – REX benefits

• Direct connection to ECC – no Order handling in CRM

• No loss of contact information due to reorganization of territories

• Application is easy to use

• Excellent application acceptance and adoption

• Productivity and navigation

• Integration of innovative features like maps


Ferrero – Lessons learned

• Life of an early adopters can be challenging!

• Strong knowledge of mobile scenarios is a must!

• Max Attention helped a lot!

• Stable SUP and Afaria landscape is necessary!

• Not every problems is located in front of the device!

• Involvement of end users in design, development and test is key


Ferrero – Next steps

• Complete national roll-out in Poland of ReX

• Consolidate infrastructure and application

• Looking forward to 3.0/3.1

• Expand BI functionality for sales force

• Go live of TPM functionality

• Application roll out in next countries (Denmark, Sweden, Finland,

eastern Europe)


Polling Question #2

How important is including end users early in the design process?

• Unimportant

• Slightly important

• Important

• Very important

• Critical


Innovate with the SAP Mobility Design Center We design and develop mobile apps on the SAP Mobile Platform for all devices

Check us

out on

http://www.youtube.com/watch?v=VORqPLRlnW4&feature=relmfu




Giving Our Customers First-Mover Advantage NOW

Co-innovating with our customers to be

leaders in their industry by:

Extending their mission critical business

processes on the mobile client without risk of harm to backend enterprise solutions

Building new mission-critical mobile apps with delightful user experience on iPad, iPhone,

Android devices, Blackberry … and more …

based on an agile, iterative and highly user-centric

engagement and development methodology

Enhancing existing SAP apps to fit each customer‟s needs

Providing support options to protect upgrades and drive down maintenance costs


A Global Network of Mobile Development Expertise

Global network of 80+ mobile experienced developers and 1200+ SAP solution developers

Palo Alto

Montreal Germany

Brazil

India

China


Work Samples: SAP Retail Execution 3.0


Let’s co-innovate with the SAP Mobility Design Center

SAP and Partner Apps Drive Product Road Map

Existing Apps

Co-Innovate Build

Your App Support

Your App

Prototype

Thank You

Oliver Betz

Global Head, Custom Mobile Business, SAP AG

D-69190 Walldorf, Germany

M +49 160 90819995

[email protected]

http://www.linkedin.com/pub/oliver-betz/2/329/444

Twitter: www.twitter.com/betzoliver

Contact information:

Horst Hagen

CRM Lead,

Ferrero Germany

[email protected]

http://www.linkedin.com/pub/horst-hagen/50/446/9bb

mailto:[email protected]





http://www.twitter.com/betzoliver

mailto:[email protected]





Closing and Q&A

Participate in today’s TweetChat about wholesale distribution

#MobileInsights

SAP Mobile Insights Webcast Series

http://bit.ly/sapmobileinsight

March 6th - Learn How Carlsberg Improves Sales Execution with Mobile Apps

Mobile Sense Thought Leadership Series (webcasts & white papers):

http://fm.sap.com/mobilesense






Spreading the Joy of Nutella to the Masses

Technology

Transcript of Spreading the Joy of Nutella to the Masses