Spreading the Joy of Nutella to the Masses


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Each year Ferrero produces enough Nutella to circle the Earth's circumference. Imagine the heartbreak you’d experience upon visiting the store, only to realize they had sold out of this delicious product. Thankfully, Ferrero’s sales force prevents this from happening, using a customized mobile app to manage its retail execution – the result of its co-innovation with SAP.

View this webcast to explore hear how Ferrero established and executed on a strategy to produce this mobile solution that helps keep the store shelves stocked while boosting its sales associates’ productivity and putting smiles on their faces. Ferrero will share lessons learned, valuable tips that will benefit any team working on a mobile app development project.
Watch this webcast and learn:

• How Ferrero selected a mobile co-innovation partner
• What critical steps Ferrero undertook in the customization and development process
• Where Ferrero is taking its mobile strategy based on the success of this effort
• How the lessons Ferrero learned can benefit your next mobile project

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Spreading the Joy of Nutella to the Masses

  1. 1. Spreading the Joy of Nutella to the Masses http://twitter.com/SAPMobile http://www.facebook.com/SAPMobile Watch webcast replay
  2. 2. Legal disclaimerThe information in this presentation is confidential and proprietary to SAP and may not be disclosed withoutthe permission of SAP. This presentation is not subject to your license agreement or any other service orsubscription agreement with SAP. SAP has no obligation to pursue any course of business outlined in thisdocument or any related presentation, or to develop or release any functionality mentioned therein. Thisdocument, or any related presentation and SAPs strategy and possible future developments, products andor platforms directions and functionality are all subject to change and may be changed by SAP at any timefor any reason without notice. The information in this document is not a commitment, promise or legalobligation to deliver any material, code or functionality. This document is provided without a warranty of anykind, either express or implied, including but not limited to, the implied warranties of merchantability, fitnessfor a particular purpose, or non-infringement. This document is for informational purposes and may not beincorporated into a contract. SAP assumes no responsibility for errors or omissions in this document, exceptif such damages were caused by SAP´s willful misconduct or gross negligence.All forward-looking statements are subject to various risks and uncertainties that could cause actual resultsto differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in makingpurchasing decisions.© 2012 SAP AG. All rights reserved. 2
  3. 3. 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)© 2012 SAP AG. All rights reserved. 3
  4. 4. Mobile is Different ? TomorrowSPEED OF TECHNOLOGY CHANGEFast, secure and agile development, in alignment with latest mobile technologyCONTINUOUS BUSINESS TRANSFORMATIONMobile solutions that support business in the NOW, and the futureDEMAND FOR DELIGHTFUL USER EXPERIENCEBeautiful, intuitive, easy to use, user-centric mobile solutions© 2012 SAP AG. All rights reserved. 4
  5. 5. © 2012 SAP AG. All rights reserved. 5
  6. 6. Improve your business with Mobile Apps……Change your business with Transformative Apps Transformative Apps to beat the market Vertical Apps to change an Industry Horizontal Apps to increase Productivity and Quality“”For more advanced enterprises […] custom mobile solutions represent the most, and in some cases, only viable path.Mobilizing the Enterprise with Off-the-Shelf Apps and Custom Mobile Solutions – White Paper, 09.2012 © 2012 SAP AG. All rights reserved. 6
  7. 7. Polling Question #1How 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 © 2012 SAP AG. All rights reserved. 7
  8. 8. Ferrero - Group Overview 1946 - Alba, Italy Ferrero is founded1992 – PolandFerrero Poland started trading1997 – Belsk, PolandThe factory in Belsk beganproduction 2011 – Global acting Group  38 Companies  18 Production Plants  more than 22.000 employees  more than 1.000.000 Tons confectionery  more than Euro turnover © 2012 SAP AG. All rights reserved. 8
  9. 9. Ferrero - Brand introductions in Poland 1993 1993 1993 1994 1994 1996 1996 1997 1998 2000 2000 2001 2001 2001 2002 2004 2006 2006 2006 2007 2007 2008 2008 2009© 2012 SAP AG. All rights reserved. 9
  10. 10. Retail Execution ChallengesTypical 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© 2012 SAP AG. All rights reserved. 10
  11. 11. SAP Retail Execution Features & Roadmap* Version 2.0 Version 2.1 Version 3.0 Version 3.1* Dec 2011 June 2012 Dec 2012 TBD• Activity Journals – Audits  Analytics • Alerts and Messages • Enhancements to: Attachments  Enhanced Visit • Customer Factsheet • Extensibility Management Barcode Scanning • Enhancements to: • Personalize Calendar  Fast Order Entry User Settings • Analytics Contacts, Customers • Calendar • User Interface Extensibility • Customer Data • Integration to: Hybrid Pricing, Printing • Extensibility • Demand Signal Picture Taking • Order entry, on-line ATP Management Plan-O-Grams • Product Information • JAM Products, Listings, • Product Listings • StreamWork Exclusions • Search for Visit Planning  Document Sales Orders and Returns • User Interface Management Signature Capture  GPS  Workflow Suggested Order “BADI”  Tasks and Activities Surveys  Trade Assets and Equipment Territory Management  View Promotions and Visit Management Campaigns © 2012 SAP AG. All rights reserved. * Final scope and time line subject to change. 11
  12. 12. Ferrero – SAP software landscape System Area Solution Warehouse SAP EWM / management SAP SCM 7.0 EHP2 SAP R/3 System SAP ERP 6.0 EHP5 BW Analytics / SAP NetWeaver BI 7.3 Accelerator CRM SAP CRM 7.0 EHP1 TPM SAP Sybase Unwired Platform Mobility 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 “We try to use the latest Corporate Portal SAP NetWeaver 7.0 EHP2 release of SAP, always!”© 2012 SAP AG. All rights reserved. 12
  13. 13. 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© 2012 SAP AG. All rights reserved. 13
  14. 14. Ferrero – High level system landscape / mobile strategy DMZ Public internet Afaria Group Group BI CRM CRM Mobile BI REX Relay Server SUP 2.1.3 Group Group BI GEA ECC GEA HR Leave SAP Gateway 2.0 HR Travel Local Local HR L Appr HR BI HR POL HR T Appr© 2012 SAP AG. All rights reserved. 14
  15. 15. 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.© 2012 SAP AG. All rights reserved. 15
  16. 16. Ferrero – Implementation road GoLive completion x40 User Bug fixing x7 User Bug fixing x70 User 1st GoLive November Device Modern Trade configuration October September Pilot GoLive August July June May© 2012 SAP AG. All rights reserved. 16
  17. 17. 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.)© 2012 SAP AG. All rights reserved. 17
  18. 18. SAP Custom Development helped Ferrero to make sureSAP Retail Execution fits their specific business needs Customer’s Business ChallengeConsumerProducts 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 additionalSAP Retail functionalities and information.Execution Solution Developed Three core enhancements had been developed for Ferrero:ImplementationPartner: • Customer State: On the mobile device and the backend a blocking state wasTechedge established on the customer, which prevents the creation of visits and orders on the device.Development • Unlock Visits: The REX solution now allows to "re-open" a visit and make aPartner: confirmed visit re-editable.SAP Custom • Customer order price simulation: A gross price simulation for an entire orderDevelopment and the positions is displayed on the mobile device – without price calculation on the backend.2012 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.© 2012 SAP AG. All rights reserved. 18
  19. 19. Ferrero – REX Application© 2012 SAP AG. All rights reserved. 19
  20. 20. 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© 2012 SAP AG. All rights reserved. 20
  21. 21. 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© 2012 SAP AG. All rights reserved. 21
  22. 22. 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)© 2012 SAP AG. All rights reserved. 22
  23. 23. Polling Question #2How important is including end users early in the design process?• Unimportant• Slightly important• Important• Very important• Critical © 2012 SAP AG. All rights reserved. 23
  24. 24. Innovate with the SAP Mobility Design CenterWe design and develop mobile apps on the SAP Mobile Platform for all devices Check us out on© 2012 SAP AG. All rights reserved. 24
  25. 25. Giving Our Customers First-Mover Advantage NOWCo-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© 2012 SAP AG. All rights reserved. 25
  26. 26. A Global Network of Mobile Development Expertise Montreal Germany China Palo Alto India Brazil Global network of 80+ mobile experienced developers and 1200+ SAP solution developers© 2012 SAP AG. All rights reserved. 26
  27. 27. Work Samples: SAP Retail Execution 3.0© 2012 SAP AG. All rights reserved. 27
  28. 28. Let’s co-innovate with the SAP Mobility Design Center Build Support Co-Innovate Your App Your App Prototype SAP and Partner Apps Existing Drive Product Apps Road Map © 2012 SAP AG. All rights reserved. 28
  29. 29. Thank YouContact information:Horst Hagen Oliver BetzCRM Lead, Global Head, Custom Mobile Business, SAP AGFerrero Germany D-69190 Walldorf, GermanyHorst.HAGEN@ferrero.com M +49 160 90819995http://www.linkedin.com/pub/horst-hagen/50/446/9bb oliver.betz@sap.com http://www.linkedin.com/pub/oliver-betz/2/329/444 Twitter: www.twitter.com/betzoliver
  30. 30. Closing and Q&AParticipate in today’s TweetChat about wholesale distribution #MobileInsightsSAP Mobile Insights Webcast Series http://bit.ly/sapmobileinsight March 6th - Learn How Carlsberg Improves Sales Execution with Mobile AppsMobile Sense Thought Leadership Series (webcasts & white papers): http://fm.sap.com/mobilesense