Case Study: SAP Business Transformation

Key Challenges

• Replace aging IT systems to expedite global manufacturing and supply chain management
• Provide clear window into financial, customer relationship management, and supply chain operations
• Enable real-time communication with global suppliers
• Improve forecasting by providing better financial data
• Streamline AR processes
• Reduce backlog and increase customer satisfaction

Why SAP Was Selected

• Only vendor with a comprehensive solution
• Built-in, extensive best practices
• Globally scalable application platform
• Trusted implementation partner with extensive expertise
• Ease of integration with SAP® and non-SAP systems
• Limited need for customization

Implementation Best Practices

• Executive leadership and strong governance
• Commitment to adopt SAP best practices
• Program alignment to critical business objectives
• Rapid collaborative decision making
• Focus on employee training

Low Total Cost of Ownership

• Single global instance of SAP software
• Rapid global deployment within 12 months
• Centralized management of global IT operations
• Rapid growth without comparable IT cost increase
• Minimal IT team supporting deployment (5 people)
• Less need for custom work with expanded functionality

Financial and Strategic Benefits

• Ability to respond to market conditions more flexibly and quickly
• Greater visibility of demand changes
• Ability to manage up to 50% variance in supply forecast
• Wider and more diverse customer base (e-commerce)
• Real-time analyses and reporting
• Ability to track individual customer purchases
• Increased availability of financial, supply chain, and customer data
• Higher fulfillment rates

Tumi Improves Global Operations with SAP® Business Suite

Tumi Inc. distributes its luxury brand of travel, business, and lifestyle accessories through multiple channels around the globe. When seeking to replace its homegrown IT solution with one that could keep up with its plans for expansion, Tumi began a search for a quality, state-of-the-art software solution. The company needed a clear window into its financial, customer relationship management (CRM), and supply chain operations to improve forecasting, inventory control, and customer service. It also wanted to move into e-commerce, expand its sales, warehousing, and distribution operations globally, and improve its ability to manage importation of goods from overseas. Tumi selected the SAP® Business Suite family of business applications to reach its goals.

Seamless Implementation

Tumi implemented the SAP ERP and SAP CRM applications and the SAP NetWeaver® platform, including the SAP NetWeaver Business Intelligence component and the knowledge management functionality found in the SAP NetWeaver Portal component. The implementation was completed without a hitch, thanks to a cooperative team environment, Tumi's adherence to a carefully blueprinted and executed implementation plan, and the company's commitment to leverage best business practices – even if that meant changing its ways. A substantial amount of reengineering took place, including creating companywide standards, replacing disparate business processes, and streamlining a multitude of protocols.

Single View, Broad Perspective

With the SAP software, Tumi gained a single view across its supply chain and its retail and consumer customer relationships, enabling the company to improve planning, forecasting, and logistics; shorten product-to-market cycle time; and improve gross margin performance. Tumi managers can now easily access and analyze information and share data globally. A desktop dashboard lets them conduct detailed and up-to-date profitability analyses based on real-time data.

Improved Access to Data – Improved Manufacturing

Currently running one instance of SAP ERP, Tumi manages its global manufacturing operations as if all the plants were in its backyard. Tumi is able to optimize its manufacturing operations by closely managing raw-material suppliers. It is also able to provide its manufacturers and retail customers with accurate information on stock levels and changes in the marketplace. This means, for example, that Tumi manufacturers can adjust manufacturing operations accordingly, enabling them to save time and money. Overall, Tumi has improved the accuracy of its warehouse management processes – enabling it to gain greater inventory control, significantly reducing stock levels and increasing inventory turns.

Closing the Loop for Customers

To improve customer service, Tumi has linked its retailers to its SAP CRM application, giving them instant access to information regarding pricing and product availability. The company also uses the CRM software to track individual consumer purchases. This helps Tumi follow market trends and respond to customers' changing needs.

Future Plans

With the SAP software as a base, Tumi is planning on enhancing its relationships with all its suppliers by launching a number of business-to-business strategies. Significant business expansion plans are in the works as well – supporting more diverse product lines and further geographical expansion. Thanks to standardized processes and a common IT platform, Tumi now has the capability – and flexibility – for continued growth and success.

Reference:http://www.thehackettgroup.com

Regards,

Team Delphi

Operational Benefits

A Turn Around Through Digital Marketing

This is a business case of Ford:

Consider Ford’s 2009 Fiesta Movement campaign, used to prepare for the car’s reintroduction in the U.S. It required joint efforts among marketing, communications, and the C-suite. Ford decided to lend 100 Fiestas for six months to recipients who would use social media to discuss their experiences with the cars in an authentic, direct way. It held an online contest to select candidates, carefully choosing drivers with large social media followings. To further reduce uncertainty, it required them to regularly produce content on themed “missions” (for example, volunteerism) and designed a schedule for postings. Within six months the drivers had posted more than 60,000 items, which garnered millions of clicks, including more than 4.3 million YouTube views. The $5 million campaign created a prelaunch brand awareness rate of 37% among Millennials, generated 50,000 sales leads to new customers, and prompted 35,000 test-drives—a level of results that might be expected from a traditional campaign costing tens of millions of dollars.

Reference: hbr.org

For more, you can always discuss with Mr. Brijesh Kumar Pandey

Regards,
Team Delphi

How Digital Marketing Helps

Nowadays everyone wants to know about Digital Marketing. It is the way where you can promote your brand or business by getting other people to do the talking for you. It involves the connecting people through sending content such as emails, comments, blogs, social networking posts, tweets and so on. The benefits of Digital Marketing are usually underestimated by most of us, who have not seen its true potential to grow in the network. 
If you are on the hunt for cohesive and non-traditional marketing strategies then there are advantages of going digital like it has potential to reach mass amounts of people in less time, welcomes interaction from your audience, it provides additional branding and promotion for your company or product, most of all it is not expensive. And through Social Media you can easily measure success of your business. 

Regards,
Rashmi Chauhan
Alumni DSDM 

Case Study: British Airways benefited by Digital Marketing

Objectives

Bigmouthmedia’s search account for British Airways has pushed the boundaries of campaign integration while synchronising the airline’s online strategy with its promotions and sales processes. The net result has been to break new ground in terms of what can be achieved with a leading edge digital marketing strategy.

After a successful track record of multi-channel campaigns, bigmouthmedia and British Airways partnered again to launch an ambitious search campaign aimed at:

• Creating content-rich landing pages that would rank well organically for key destinations and provide a high quality score for paid search
• Reducing PPC spend for expensive “flights to ” keywords
• Ensuring PPC was used tactically to drive incremental sales volume

Our Solution

1. Aggressive Landing Page Strategy

Bigmouthmedia focused on content development with the creation of new landing pages packed with destination-specific information. The pages were attractive, unique, rich in keywords and valuable to both visitors and search engines. In addition to being fundamentally sound from an SEO perspective, the pages provided a clear path to sale in an attempt to increase the conversion rate for the competitive generic keywords which would be driving the traffic to the new pages.

The resulting 400% increase in rankings for “flights to” keywords meant that paid search spend was reduced substantially for the generic keywords which were now ranking well. This enabled campaign budgets to be focussed on more cost effective longer tail terms and other destinations where BA had less of a search presence.

2. Implementation of a Unique Bid Management System

The improved rankings in SEO coupled with the clients’ need to build business information such as seat availability into their online strategy led to the creation of a PPC bid management model that split all BA's routes into three tiers to ensure budget was spent as eectively as possible. The tier model was essentially used as a system to prioritize routes which had low SEO rankings and high seat availability. This ensured that PPC was driving incremental sales and not cannibalizing other channels where sales would have been captured regardless.

According to this innovative model, if a route is identified as likely to sell out regardless of PPC activity, it is automatically placed in the low priority Tier 3 section for PPC – which means adverts will appear in a low position within the search results.

A finely-tuned tier model has many advantages as it:

• Ensures there is a correct budget balance between PPC and SEO investment
• Minimises cannibalisation between channels
• Helps design PPC campaigns that are a lot more tactical and strategic
• Focuses on incremental sales, not traffic
• Maximises the return on investment of online marketing spend

3. Enhanced Focus on Reporting and Analytics

Despite the numerous advances in online marketing, there still are very few companies correctly embracing reporting and analytics. In most cases duplication across channels abounds, and few companies truly understand that to ensure the success of an online marketing campaign it is necessary to take a holistic view covering all channels.

In this respect, the British Airways campaign stays well ahead of the pack with an integrated tracking system that carefully compares each of the online channels and runs advanced exposure to conversion reports to identify all the user touch points before a conversion is made. This has enabled crucial analysis that has highlighted the relationship between search marketing and other online channels such as affiliates and display advertising.

Results

• 31% reduction in paid search CPA over the last 12 months
• 11% increase in PPC ROI over this period
• 87% reduction in PPC spend on “flights to ” keywords
• 18% increase in paid search conversion rates over the same period
• 400% increase in number one ranking positions for “flights to ” keywords
• Top 3 rankings for terms such as “flights to New York” and “flights to London”
• 3% increase in overall traffic share for British Airways

Note: All results are December 2008 to February 2010.

Reference : http://www.bigmouthmedia.com

Regards,

Delphi School of Digital Marketing

Facebook: Not a fun anymore

After Face Time with Buffett, Hathaway Uses FB for Sales

Insurer offers 7.5% discount for those who announce purchase of policy on their Facebook wall

SHILPY SINHA MUMBAI 

    Investment guru Warren Buffett’s Berkshire Hathaway is giving its second-biggest marketing push in the country in association with Facebook after the impact of free audience with Buffett for policy holders hosted in 2011 wanes. 
Buffett’s insurance brokerage unit in India, Berkshireinsurance.com, is offering a 7.5% discount for those who publicise their purchase of motor insurance policy through web on their Facebook wall. 
With this, it can theoretically reach out to 60 million Facebook users in India at almost no marketing cost, even as the social media network seeks to raise revenues through advertisements. “We are trying to publicise through word of mouth,” said Arun Balakrishnan, CEO, Berkshireinsurance-.com. “One-third of the people buying insurance online are opting to share the link on Facebook. It improves our sales.” 
Since the hosting of Buffett in India, Berkshireinsurance.com has been lying low about pushing its business. BerkshireInsurance.com is a licensed corporate agent of Bajaj Allianz General Insurance, a joint venture between the Bajaj family and Germany’s Allianz. 
A policy for insuring a one-year-old Honda City with similar conditions costs . 11,917 with Tata-AIG General and . 13,000 with ICICI Lombard. With Berkshire, the cost comes to . 11,595. 
But rivals are neither worried, nor do they intend to counter this move as they fear no immediate threat to their market position. 
“Our perspective is that pricing does not play an important role,” said Karan Chopra, head of retail business at HDFC Ergo. “It is a convenient platform and for customers to see how they want to engage with a company.” 
Indian motor insurance customers stick to the original insurer since companies are alert when it comes for renewal. Also, they get the benefit of lower premium if there are no claims in the previous year. 
Berkshireinsurance.com started operations in October 2011 with motor insurance. It later got into travel insurance. It will soon start selling life insurance and home insurance products through the online channel. 
Online medium is not new for non-life insurance companies. But companies have been able to register 1-2% sales through this channel. 
shilpy.sinha@timesgroup.com 
FUNNY BUSINESS A man wanted to buy some insurance for his car, so he went to the insurance company and asked for the list. First, there was an antifire policy, which has a $200 premium. Then, there was anti-theft at $150 premium. At the end, he noticed that there was an anti-fire and anti-theft policy for only $50! He asked the receptionist, ‘Why in the world do you price the policy for two problems at less than that for one problem?’ So, the receptionist replied, “Because nobody steals a burnt car.”


Reference: http://epaper.timesofindia.com/Default/Scripting/ArticleWin.asp?From=Archive&Source=Page&Skin=ETNEW&BaseHref=ETM/2012/10/12&PageLabel=10&EntityId=Ar01000&ViewMode=HTML

For more details always mail me on: dsdm@delphicomputech.com

Regards,
Brijesh Kumar Pandey

Benefits of Digital Marketing

Now let’s look in detail at the benefits of digital marketing:

Boost Online Brand Visibility

As consumer use of digital media has grown rapidly – from search engines to Facebook – companies and organisations need to invest in growing their brand online.

Save money – improve marketing spend efficiency

Back in the early 20^th Century, a leading businessman once said ‘you know you are wasting half your marketing budget, you just don’t know what half’? Well now businesses can gain a much better idea of how effective their marketing spend is through online channels. Online marketing methods such as Google Advertising, SEO, email newsletters and social media all feature great data insights so you can measure your marketing spend and find out what your return on investment is!

Improve customer retention

Online media allow businesses to significantly improve customer retention and re-market to customers. With email newsletters you can update your current customers on new products, sales and news about your products and services. Email marketing is one of the most popular online marketing methods because it’s so successful at encouraging customers to take actions – including purchases.

Become more globally focussed

Targeting people and consumers from around the globe who want to buy your products or services has very distinct benefits compared to an over-reliance on local markets.

Internet marketing strategies including search engine optimisation and email marketing and online channels such as Linked In allow companies to reach wider and more diverse markets. Ultimately if you are targeting new markets then your main objective is to drive sales. Sales software, use of online affiliates and internet retailing in particular has really opened up global retailing opportunities.

Learn from Data Insights

As a business you need to measure how successful your website and marketing activity are. Free web analytics tool such as Google Analytics allow you to test the performance of your website so you can find out the volume of visitors and what they are doing on the site. By analysing this data you can start to learn valuable information including:

· The most popular / unpopular pages on your websites

· How engaging your websites is with visitors

· Which geographic areas your visitors are coming from

· The main sources for your internet traffic – social media sites, search engines

· Impact of marketing and advertising campaigns

Next Steps

Every business and organisation is at a different point in terms of their online marketing use. However many are at the point where they have limited knowledge and use of online marketing channels. I recommend that businesses and organisations that are at the beginner’s stage look at three areas:

· Review Business and Marketing Objectives

· Draft an online marketing strategy

· Resourcing

Review Business and Marketing Objectives

Identify key organisational or business objectives that could be achieved / approved through online marketing. These will differ according to the type of business or organisation and might include the following:

B2B

· Grow exports in target markets

· Promote brand / spokespersons online

B2C

· Sell more online – through business website and third-party sites

· Promote brand online

· Increase customer engagement

Public Sector

· Protect and promote the organisation online

· Engage with stakeholders through online and social media

· Gain feedback on services and initiatives

Develop an Online Marketing Plan

Although there is no harm in testing different online channels, if you want to make the most of your online presence you need to plan and produce a suitable strategy. In essence this process isn’t really any different from traditional marketing planning and you might want to consider some fundamental areas such as:

• What do you want to achieve online – sales, brand promotion, etc.?
• Target markets
• Online methods (website, internet advertising, online PR, etc.)
• Measurement (web analytics)

Resourcing

Resources remain another critical part of digital planning and you might want to consider the 3Ms: men (and women), money and minutes.

The most common issue faced by companies when implementing an internet marketing campaign is whether to outsource or insource. Outsourcing remains a popular choice as internal marketing personal often lack the specialist expertise to manage online marketing tools. One recent development is the move towards bringing in online marketing specialists who can provide practical and targeted expertise in online campaigns rather than web designers and traditional marketing companies who often lack distinct digital marketing skills.

Reference: http://paulmcgarrity.hubpages.com/hub/Making-a-Business-Case-for-Digital-Marketing

For further inquiries, mail on: dsdm@delphicomputech.com

Digital Marketing: Boost your Business efficiently

The following business case is designed to help business owners, directors, marketing managers and public sector managers learn more about the merits of digital marketing and make the case for increased investment in digital marketing.

Businesses and organisations are now faced with several trends that will continue to have a huge impact on how they market and communicate effectively.

· Changing Media - The media and marketing environment is rapidly changing. New media, ranging from search engines, social media to mobile present genuine opportunities for companies and organisations to reach out to more audiences and connect with their customers.

· Changing Marketing – You need to reach and influence consumers who are using online channels. So your marketing needs to include a greater level of online activity.

· Changing buying habits – Growing customer trends for researching products and services online and the growth in ecommerce mean you need to promote your brand online and sell online.

· Budget Pressures – Businesses and public sector organisations are under pressure to reduce marketing spend, gain greater value for money and improve overall marketing effectiveness. Online marketing can help reduce marketing inefficiencies and save money.

The Case for Digital Marketing

The very rapid changes in media and technology combined with the current economic downturn have presented distinct opportunities and challenges for business.

New media habits require new marketing approaches

Businesses understand that they need to boost their marketing profile and attract new leads and sales. However as consumer media habits are changing so rapidly with the rise of search engines and social media sites such as Facebook, we understand that our marketing has to change too.

Digital technology presents genuine opportunities to revamp our marketing, customer services and sales.

Reference: http://paulmcgarrity.hubpages.com/hub/Making-a-Business-Case-for-Digital-Marketing

For further interaction, mail your queries on: dsdm@delphicomputech.com

Regards,

Brijesh Kumar Pandey