Rohm and Haas implemented SAP across its global operations to integrate financial data, standardize manufacturing and HR processes, and build a robust online sales and marketing channel. Key aspects of the implementation included leveraging SAP NetWeaver and mySAP CRM to create an integrated customer portal and eCommerce system. This provided customers with seamless access to information, purchasing, and support. The new system aimed to improve customer service, sales efficiency, and collaboration across the organization.

1.
ROHM HASS
AND
Implementation of
SAP
Group 9
ANKIT
LALIT
NEHA

2. ABOUT THE COMPANY
 A specialty materials company
 Second in worldwide sales.
 Over 100 plants/research sites.
 Presence in over 100 countries.
 Over 16,500 employees.
 $8 billion annual revenue.
 Acquired by on April 1, 2009

3. INTRODUCTION
 Components of an ERP System
 ERP Software ­ module based ERP software ­ Integrates
activities across the functional departments
 Business Processes ­ Improve the performance of
organizations’­ resource planning, management control,
operational control
 ERP Users – Employees of the organization
 Hardware and Operating Systems – UNIX, Windows NT
and Linux
Conclusion ­ Structures the internal business processes

4. INTRODUCTION (CONT…)
Factors Before Implementation After Implementation
Integrating financial Different departments – Single data set used
data different contributions enterprise-wide –
to revenues consistency of data
Standardizing Same product made - Same product made -
Manufacturing different methods same method – saves
Processes time, increases
productivity, reduces
headcount
Standardizing HR Not unified Simple.
information Complex method for Unified method for
keeping account of keeping account of
employee time. employee time -
standardized

5. BUSINESS NEED

6. BUSINESS NEED
Sole ERP
Instance
Customer SAP CRM
Extranet e­Commerce
Experience
Prospects – Utilize web as strategic channel for marketing
 Motive – Build a robust online sales / marketing channel to
contribute in the growth of the company.

7. EXISTING WEB CHANNEL
MARKET TRANSACT SERVICE
www.rohmhaas.com myaccount.rohmhaas.com ecenter.rohmhaas.com
members.rohmhaas.com
 General Information  Order Online  Technical Literature
 Corporate Information  Online Status  Data Sheets
 Delivery Information  Expert information

8. EXPECTATIONS FROM THE NEW
SYSTEM
 A customer/business­driven initiative
 Consistent navigation across the entire experience
 Ability to provide deep market and product knowledge
 Easy­to­find products and related information
 Drive customer from information to action
 Connectivity to CRM to drive leads and eCommerce

9. LEVERAGE EXISTING
SOLUTIONS
 SAP NetWeaver® 2006s Enterprise Portal
 Past Application
­­ Internal employee portal integrated with HR, CRM,
KM and several third­party systems.
 Extended Application
 External Customer Portal
­­ integrates all content for authenticated customers
­­ Integrate public and secured/targeted web content
­­ Platform to extend new applications to our
customers

10. LEVERAGE EXISTING
SOLUTIONS
 mySAP CRM 4.0: eCommerce
 Past Application
­­ Stand Alone Web GUI
­­ B2B Store Not Integrated with other Web
Properties
­­ Order Status store for internal purposes.
­­ B2C Stores with a public content
 Extended Application
­­ B2B Store was made available to public through
secured web portal
­­ Order Status was made available to public through
secured web portal
­­ The public content of B2C stores was limited only to

11. NEW TECHNOLOGY AND
PROCESSES
 New Technology Investment
 Interwoven Team Site
­­ Centralized content repository
 Interwoven Live Site
­­ Dynamic rendering of web content
 New Processes
­­ Adopt content standards across the enterprise
­­ Create consistent taxonomy and better metadata
­­ Collect and analyze data to produce standardized
metrics
­­ Establish usability reviews and adjust site as
necessary

12. VISION THEY WANT TO REALIZE
Customers
Customer Portal
Web Content (SAP Enterprise Portal)
Management
(Interwoven) eService eCommerce
(mySAP CRM) (mySAP CRM)
Analytics & Reporting
SAP CRM
SAP R/3 SAP BW
 Corporate Data
Systems

13. INTEGRATING INTERNET SALES: VISION
>> REALIZATION
Integrating Internet Integrating Internet Sales:
Sales: Vision Realization
Provide customers the
Integrated portal
ability to order from the
environment
external portal
Seamlessly move from Seamlessly Customer
Market to Transact Transition
Superior browse­and­buy Account & Password
capability synchronization
Better product searching
and researching

14. INTEGRATED PORTAL
ENVIRONMENT

15. CUSTOMIZED VIEWS

16. IMPROVING STAFF SKILLS
 To improve the integration of its acquired firms,
company replaces its legacy system with SAP.
 New System based on Oracle & Unix
 Cost of Downtime very high
 For training company sets up a model ­ assess staff
competencies, prioritize targeted training and coaching
opportunities based on identified skill gaps
 Sets up a standardized skills assessment template for
each staff member

17. COMPREHENSIVE SKILL ASSESSMENT
TEMPLATE
Source: Rohm and Haas; IEC research

18. BENEFITS
 Company has enhanced customer service through the
processing of mobile sales in real time
 Sales managers equipped with real­time overview of sales
representatives’ activities, improving sales planning process
and enhancing overall sales efficiency
 Account managers provided with full visibility of customer
details
 Company has improved collaboration on logistics, pricing,
and environmental factors, strengthening competitive
advantage
 Company has improved ability to anticipate problems and

19. KEY CHALLENGES
 Address increased market competition while
maintaining technological advantage as a key
differentiator
 Improve customer service to meet customer demands
 Convincing the department managers to get the
system efficiently used

20. FUTURE INITIATIVES
 Secured Content
 Integrate service related information
 Provide customer­specific information
 Localized Content
 Define strategy for localized and multi­lingual content

21. FUTURE INITIATIVES (CONT..)
 Re­use content and components developed for
external users to support:
 Customer service representatives
 Account managers
 Other internal audiences
 Sales Management portal

22. REFERENCES
 http://www.sap.com/
 https://www.cio.executiveboard.com
 https://www.iec.executiveboard.com

23. THANK YOU