Marketing Planning and Campaign Management

1. Marketing Planning and Campaign Management Getting Started Product Proposals Marketing Planning & Campaign Management Personalized Forms Key Figure Planning & Closed Loop Data Flows Campaign Execution Lead Management Business Partner Segmentation

2. Contents / Objectives Contents • Marketing Plans, Campaigns and Promotions – what are they? • Creating and editing Marketing projects • Promotion Planning and Allocation Scenarios • MS Project Integration / The Marketing Calendar • Content Management • Status Management • Authority checks Objectives At the end of this unit, you will be able to: • Use the Marketing Workplace to manage Marketing Projects • Customize the Marketing planning functionality

3. Business Scenario • IDES would like to make use of the mySAP CRM Marketing functionality. You need to learn about the Marketing Planner, which will allow you to set up and manage Marketing Projects. • The IDES MarketingManager has to perform various marketing related tasks in order to set up complex Marketing projects; multi-level planning, planning of key figures, attaching of unstructured content, promotion specific condition and allocation maintenance are just a few examples. • SAP AG 2000

4. Overview of Symbols for Marketing Elements Marketing plan Marketing plan element Campaign/Promotion Campaign element Target group Product catalog Document / URL

5. Structure of the Marketing Planner Work Area Structure Tree Worklist and Templates

6. Campaign/Promotion Planning: Maintenance Basic data Standard attributes, Tactics, objectives, planning profile group, authorization group Texts Status Key figures In-place key figure planning Channel Execution channel & related parameters Conditions Price, Rebate etc. Allocations Break down quantities to product - BP – matrix Administration Additional fields Easily add implementation specific attributes 1 3 2

7. Campaign/Promotion Planning: Status Management Detail Information Click here for further information on status and related business transactions that may be affected by the status level.

8. Campaign/Promotion Planning: Status Management Configuration • Move a campaign through a variety of approval processes from different departments of the company (e.g. corporate marketing, brand marketing, sales). • Identify procedures for managing a campaign through its different phases (planning, execution, analysis). • 3 system statuses are available (released, approved, block) and unlimited user statuses can be created. These system and user statuses are then assigned to a campaign.

9. Campaign/Promotion Planning: Pricing • Pricing condition maintenance is integrated into the Marketing Planner • Only those products assigned to corresponding marketing elements are eligible for promotion specific pricing. • Validity dates are verified with planned dates of campaigns Condition Type assigned to the Marketing Plan on the “Conditions” tab

10. Allocations: Features Allocations in mySAP CRM 3.0 support the process of distributing a finite amount of product to a given number of customers (e.g. retail outlets) who are members of a target group within a promotion/campaign. • Create Allocation rules to identify how to distribute the products among the retail outlets. • Modify your allocations manually to reflect the latest market information and to adjust it for optimization. • Decide on penetration levels to ensure your most important retailers have the promoted product in the right amount available (rank your customers) and to ensure your promotion runs within budget.

11. Allocations: Business Scenario and Value • An example from the CPG industry: A fixed quantity of 1000 kits is available for a promotion in which 100 retail stores should participate. Allocations will help the promotion planner to determine how many kits each store should get, based on a variety of defined rules (e.g., historical sales per store or business partner attribute like store size). • The rule based allocation of promotional items reduces promotion costs. (Get the right amount of offers/kits to the right stores.) • MySAP CRM enables the field sales representative to re-allocate promotional items to improve theeffectiveness of promotions.

12. Allocations: Allocation Rule Store List Allocation Store# Product 2 Product 1 Store List 1 2 3 4 84 85 100 10 50 90 35 56 0 0 0 1 1 1 1 1 0 0 Allocation Rule/Method Rule 1 (Attribute) Promotion Product 1 Rule 2 (Visibility) . . . . . . . . . Product 2 . . . . . . . . .

13. Allocations: Allocation Rule Definition Allocation Rule ID: Rule1 Allocation Rule/Methods • Visibility Method • Business partner (BP) profile: • Attribute • Table • BP/Product attribute profile: • Attribute • Table • Lift percentage • Unit of measure • Period type • Reference Product (Primary Kit) • Exit • Customer specific allocation method • Have access to allparameters of Visibilitymethod Attribute Method Business Partner Attribute Quantity table Fixed quantity or • Rounding Limit • Minimum/Maximum quantity • Post-Allocation Process:

14. Allocations: Allocations Ranking Ranking function • Ranking is an OPTIONAL function that allows the allocation planner to classify the Allocation list by priority. How do we use Ranking? • By specifying the sort order of the allocation list • By using one of the standard splitting methods: • Budget • Penetration • By implementing a BADI from the “splitting and merging” too of the segment builder When do we use ranking? • Ranking optimizes the allocation. Ranking is used after the allocations have been calculated for all products for all selected retailers.

15. Allocations: Ranking Example Store List Allocation Backup Prim. Kit Prio Store 1 1 1 1 2 2 2 90 56 50 35 10 1 1 1 1 1 1 1 3 8 2 4 1 • SPLIT Allocation list • Using Ranking Methods: • Budget or • Penetration “best“ . . . . . . . . . . . . “2nd best“ . . . . . . . . .

16. Allocations: Planning of Allocations

17. Allocations: Integration with Mobile Sales

18. Campaign/Promotion Planning: Assignments • Segments (Target Groups) • Define business partner segments based on Profiles, Business partner attributes, key figures (BW query) • Product catalogues • In case you have huge, relatively stable sortment of products used for Internet Sales, Product Proposals in CIC • Products („Offer Kit“) • Campaign specific pricing • Allocation planning • Product proposals in CIC • Documents • Folders • Documents (Pictures, texts, charts ...) Right Mouse click!

19. Campaign/Promotion Planning: Detailed View of Assigned Products (Offer/Kit)

20. MS Project Integration - Features The integration with MS Project shows both campaigns and entire marketing projects in a Gantt view. It is available for the Marketing Planner and the Marketing Calendar. • Graphic scheduling (maintaining dates) • Export/import marketing projects to/from Microsoft Project • Update marketing elements in mySAP CRM using a Microsoft Project file • Graphical overview of different marketing elements (Marketing Calender) • Use Microsoft Project file as template for creating a Marketing project

21. MS Project - Gantt Chart Using a Gantt chart, you can graphically plan a project by displaying the individual tasks on a time axis. These tasks correspond to marketing elements in mySAP CRM. The project in Microsoft Project corresponds to the header of a marketing plan or a campaign in the Marketing Planner. A task in Microsoft Project can be marked so that it is displayed with a milestone symbol in the Gannt chart.

22. Integration with MS Project - Customizing Match-up mySAP CRM Marketing Planner fields with MS Project fields. Define which fields to be transferred.

23. Marketing Calendar (1) Use the marketing calender to get a scheduling overview of selected marketing projects in mySAP CRM. You can display in one single overview all campaigns that were run in a certain year for a certain product. • Data edited in Marketing Calendar • Dates & constraints • Marketing attributes (e.g. campaign type, ...  customizing) • Additional attributes (e.g. brand, ...  customizing) • Not shown in Marketing Calendar • Products • Documents • Texts

24. Marketing Calendar (2) • Campaign Monitoring/ Calendar • Portfolio Overview / Marketing Calendar via MS Project • selection of all campaigns with a specific target group, product, campaign type, communication medium, etc.

25. Content Management • Content management services are integrated throughout mySAP CRM to provide consistent, holistic approach to unstructured content. • Features such as authorization, versioning and multi-language support ensure that users worldwide receive accurate, up-to-date information within the system. • Users can link content to CRM business objectsensuring that “soft facts“ related to customers, products,orders, opportunities, etc. are accessible in the proper context.

26. Example: Enhance Your Campaigns with Better Product Info • Consolidated view of all electronic content • Write once use everywhere

27. Authority Checks • The processing of a marketing project is protected by an authorization check. • With this authorization check, the System controls whether a user is allowed to create, change, display or delete a marketing project. • The results of the authorization check relate to the entire marketing project (including, therefore, the related marketing plan elements or campaign elements).

28. Authorization - Authorization Groups

29. Summary Now you are able to: • Describe and set up marketing projects • Customize Marketing Plans, Mkt. plan Elements, Campaigns and Campaign Elements • Set up Promotions by defining allocations and campaign specific conditions • Use MS project to edit Marketing projects graphically (Gantt chart) • Attach unstructured content to Marketing projects • Understand the concepts of status management and authorization checks.