Make What You Need and Ship What You Make: Demand Signal Management


Published on : Discover how many companies gather sales data, but few react quickly enough to take competitive advantage of the data. Hear how to understand demand, improve forecasts, increase sales, and run lean inventory: all while reducing stock-outs. Use the SAP Demand Signal Management application with the SAP HANA platform to prepare for the future.

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Make What You Need and Ship What You Make: Demand Signal Management

  1. 1. Demand Signal Management powered by HANAConsumer Products Industry SolutionSAPPHIRE NOW: Customer Case Studies
  2. 2. © 2013 SAP AG. All rights reserved. 2ConfidentialToday’s agenda Overview of SAP Demand Signal Management Business Benefits and Value Realization Case Studies: Coca-Cola Refreshments Colgate Palmolive
  3. 3. © 2013 SAP AG. All rights reserved. 3ConfidentialMarket researchEffective demand signal management helps you sense,analyze, and respond to demand and market dataAn integrated approachhelps: Access large amountsof demand signalsfrom different sources Analyze data in realtime Respond to marketchanges anddeviations quickly andprofitablyRetailer POSDemand analyticsDemand responseDemand sensingSocial mediaMarketingSupply ChainSalesMarketing
  4. 4. © 2013 SAP AG. All rights reserved. 4ConfidentialToday’s challenges of consumer goods companies20%-19%20%75%Of overall revenue is spend for sales and marketing ROI) is priority #1Average ROI of trade promotionsAverage out-of-stock rate Lost sales: $3.19 per store visit or $69 billion for top 100retailersOf all product launches fail (while average time to market is27.5 months)
  5. 5. © 2013 SAP AG. All rights reserved. 5ConfidentialSAP Demand Signal Management helps you capturedemand, spot trends, and respond fasterRetailerPOS 1RetailerPOS 2 …SocialMediaMarket Researche.g. GfK, IRIDistributor/WholesalerSAPBusinessSuiteSAP Demand Signal ManagementSAP Demand Signal ManagementSense:Collect, cleanse, harmonize & enrichSense:Collect, cleanse, harmonize & enrichData AcquisitionSAP BI onHANAAnalyze:Analyze:SalesPerformancePromotionInsightsNew ProductLaunchOn ShelfAvailabilityOut of StockAnalysisRespond:Respond:CustomerRelationshipManagementSupply ChainManagementERPTradePromotionOptimizationIRIShort-termForecastingSAP NetWeaverBW on SAP HANA
  6. 6. © 2013 SAP AG. All rights reserved. 6ConfidentialCase study – Coca-Cola RefreshmentsSimon Parkinson – Senior Group ManagerIT Supply Chain Planning & Execution,Coca-Cola Refreshments
  7. 7. © 2013 SAP AG. All rights reserved. 7ConfidentialCase study – Colgate PalmoliveLou Schneider – Director GlobalDevelopment: Sales & Marketing
  8. 8. © 2013 SAP AG. All rights reserved. 8ConfidentialSAP Demand Signal Management helps acquire, harmonize,aggregate, and leverage demand signals in real timeCONTRACTMANUFACTURERSDISTRIBUTIONCENTERSUPPLIERS RETAILERSSHOPPERSSupply chain ManufacturingProcurement SalesIT HRFinanceWHOLESALERS Supply chain can monitordemand in real-time,improving forecast accuracy,inventory and safety stocklevels, and visibility of salesand operations planning(S&OP) Marketing can analyzecombined data to spot trendsand improve segmentationand targeting Sales can use real-timedemand signals to increasesales and promotioneffectiveness, improvingrevenue, volume, and profitversus planBetter demand signal visibility means:
  9. 9. © 2013 SAP AG. All rights reserved. 9Confidential© 2013 SAP AG or an SAP affiliate company.All rights reserved.No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG.The information contained herein may be changed without prior notice.Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors.National product specifications may vary.These materials are provided by SAP AG and its affiliated companies ("SAP Group") for informational purposes only, without representation orwarranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Groupproducts and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothingherein should be construed as constituting an additional warranty.SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG inGermany and other countries.Please see for additional trademark information and notices.