COLGATE-PALMOLIVE COMPANY

POLISHING GLOBAL PROCESSES FOR MANAGING ROI-DRIVEN PROMOTIONS

Truly global in scope, Colgate-Palmolive Company of New York City generates 75% of its consumer product sales internationally. To establish a standard ROI-based process for global promotions, the company is working with SAP Consulting to roll out the SAP Trade Promotion Management application globally.
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Improving our promotional and baseline customer planning will let us execute a holistic process that is ROI driven. SAP Consulting provides the expertise we need to leverage SAP technology and therefore achieve significant savings annually.
David Foster, Director Demand Chain, Colgate-Palmolive Company

Company Name: Colgate-Palmolive Company Headquarters: New York City Industry: Consumer products Products and services: Home and personal care Revenue: US$13.8 billion Employees: 36,000 Web site: www.colgate.com Implementation partner: SAP Consulting Challenges and Opportunities Integrate commercial plans Establish longer planning horizons Create ROI transparency Develop effective and measurable trade promotions Align promotions across consumer, professional, and retailer programs

Why SAP Support for end-to-end planning and execution process Alignment with Colgates SAP-centric global IT strategy Availability of industry-specific trade promotion functions Support for financial planning and analytical processes Leveraging of enterprise-wide data to make business decisions

Benets Streamlined promotion planning and administrative effectiveness Strengthened brand equity and customer relationships Enabled detailed goal setting Improved transparency of actual spends versus account plans versus goals Objective Improved understanding of demand to Standardize processes across subsidiaries by reduce promotion out of stocks and, implementing a global promotion management eventually, on-hand inventories system Improved operations and demand planning SAP Solutions and Services SAP Trade Promotion Management application SAP NetWeaver Business Intelligence (SAP NetWeaver BI) component Implementation Highlights Involved global cross-functional business and IT teams Appointed global owners to drive process standardization across subsidiaries Ran a pilot to develop key knowledge and to mitigate risk Used the SAP MaxAttention support option Leveraged SAP Consulting know-how in process and technology Existing Environment The SAP ERP application in 106 countries, plus SAP NetWeaver BI, the SAP Supply Chain Management application, the SAP Mobile Sales application, and the customer interaction center Global product life-cycle management was rolled out using the SAP Recipe Management application Third-Party Integration Database: Oracle Hardware: IBM Operating system: IBM AIX

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