SAP Customer Relationship Management > Trade Promotion Management > Account Management & Trade Promotion Planning

Account Management & Trade Promotion Planning

Main Process

 

 

 

See also

 

Key accounts are set up and sales and marketing departments may plan the non-promoted sales for an account, incorporating previous period promotion results into one total plan. Planning for Key Accounts enables account managers not only to plan their non-promoted sales, but also to have a total forecast on the planned sales with their accounts.  Then, armed with volume objectives, spending targets and the appropriate deal structure for their geography, the sales force can plan a total volume forecast including both promoted and nonpromoted products, account by account. The sales force has access to both shipments and consumption data sources to determine optimal timing decisions and volumes for their accounts. Depending on the merchandising activity chosen, SAP TPM features calculate the event spending based on the associated case rate and trade funds so you can compare the cost of the event to the objectives set for the account. In addition SAP TPM allows key account managers to manage causals, which are customer-facing attributes, such as the displays seen in retail stores when products are on promotion.


The following business goals and objectives can be achieved through the implementation of these processes:


Business Processes

Account Plan DevelopmentSAP Component or Feature Available
Account planning and forecasting is considered ‘bottom-up’ planning.  Organizations plan either baseline vs. uplift sales goals or promoted vs. non-promoted sales goals.  Either way, the organization is able to forecast projected sales to help set and achieve overall sales objectives.

This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

    		•
     
    Promotion GuidelinesSAP Component or Feature Available
    Promotion Guidelines provide an organization the ability to align the sales force strategy with the brand strategy. There are two different kinds of guidelines that can be introduced: Pricing Guidelines – which check the maximum and minimum retail prices and the maximum discount; and Promotion Guidelines – which check the duration of a promotion, number of promotions per year etc.  Both provide guidance to all interested parties and ensure all parties are strategically approaching trade spend programming in a consistent and optimal manner.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

    		•
     
    Marketing CalenderSAP Component or Feature Available
    Coordinates and controls centrally all marketing plans, campaigns, trade promotions, initiatives, etc., across the organization via an interactive calendar framework.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

    		•
     
    Trade Promotion PlanningSAP Component or Feature Available
    Trade Promotion Planning strategically aligns the sales and marketing departments to optimize the sales goal plan with increased marketing activities.  During the planning phase, key account managers will determine which type of promotion they will run, which products or product groups, etc. they will discount, which retailers they will give the discounts to and when.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

    		•
     
    SAP Product Available Partner Product Available SAP Product Available with Future Releases Partner Product Available with Future Releases Future Focus
    Please note that the Solution Map, containing proprietary information of SAP AG, reflects SAP's current development intentions, which are subject to change. Future focus coverage may be provided by SAP or SAP partners. Check for local availability of all SAP and SAP partner solutions. ©SAP AG 2007