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 Marketing Manager 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
Marketing Element Definitions
Marketing Plan (Strategic Planning) Defining
strategic goals Targeted market share, Budget
etc. Top-down allocation to brand, region
etc. Campaign/Promotion (Operative
level) Defining event characteristics Dates,
Objectives, Tactics etc. Defining execution
parameters Products, Prices etc. Defining
intended audience (Customer segmentation) Executio
n
Cereals
Beverages
Call Center
E-mail
Target Group
Catalog
Document
6
Structure of the Marketing Planner
Work Area
Structure Tree
Worklist and Templates
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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 Execu
tion 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
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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.
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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.

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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
11
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.

12
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 the
  effectiveness of promotions.

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Allocations Allocation Rule
Allocation
Store List
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
. . .
. . .
. . .
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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
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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.

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Allocations Ranking Example
Allocation
Store List
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
. . .
. . .
. . .
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Allocations Planning of Allocations
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Allocations Integration with Mobile Sales
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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!
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Campaign/Promotion Planning Detailed View of
Assigned Products (Offer/Kit)
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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

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

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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.

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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 objects
  ensuring that soft facts related to customers,
  products, orders, opportunities, etc. are
  accessible in the proper context.

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Example Enhance Your Campaigns with Better
Product Info

• Consolidated view of all electronic content
• Write once use everywhere

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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).

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Authorization - Authorization Groups
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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.