A Project Report on Segmentation, Targeting, Positioning (STP) and

Strategies adopted in Customer Relationship Management (CRM).

At

Submitted By
Abhishek Jagwani
(Roll No.10)
Under the Guidance
Of
Sidharth Arya
Territory Sales Officer
Asian Paints

Submitted to
Prof: Rupali Rajesh

Vivekanand Education Societys

Institute of Management Studies & Research
(VESIMSR)

INDEX

Sr No.

Particulars

1.

Introduction

2.

Customer Relationship Management

3.

Competitors Analysis

4.

Customer Analysis

5.

Marketing Strategy

6.

Segmentation

7.

Targeting

8.

Positioning

9.

Role of CRM in Asian Paints

10.

Business Process Transformation and Value realized

11.

Future Road Map

12.

Learning

13.

WeBliography

14.
15.

Page No.

INTRODUCTION
Asian Paints is Indias largest paint company and Asias third largest paint company, with a
turnover of Rs 77.06 billion. The group has an enviable reputation in the corporate world for
professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 17
countries and has 23 paint manufacturing facilities in the world servicing consumers in over 65
countries. Besides Asian Paints, the group operates around the world through its subsidiaries
Berger International Limited, Apco Coatings, SCIB Paints and Taubmans. The company was
incorporated in the year 1942 in India. Asian paints have extensively computerized its operations
in India using the cutting edge solution provided by SAP & i2. Decorative paints include wall
finishes for interior and exterior use, enamels, wood finishes and ancillary products, such as
primers and putties. Industrial Coatings comprise high performance coatings, powder coatings
and auto refinish coatings. The automotive coating segments are catered to by the joint venture
Asian PPG Industries Ltd. The Company also has chemicals businesses consisting of phthalic
anhydride and pentaerythritol manufactured at Ankleshwar, Gujarat and Cuddalore, Tamil Nadu,
respectively.

It also introduced many innovative concepts in the Indian paint industry like Colour Worlds
(Dealer Tinting Systems), Home Solutions (painting solutions Service), Kids World (painting
solutions for kids room), Colour Next (Prediction of Colour Trends through in-depth research)
and Royale Play Special Effect Paints, just to name a few. Asian Paints has always been ahead
when it comes to providing consumer experience. It has set up a Signature Store in Mumbai
where consumers are educated on colours and how it can change their homes.

The different categories of Asian paints Ltd. are

PAINTS
Companys paint business in India consists of decorative, Industrial & Automotive coating. In
2005-06, these accounted for 79.1% of the group sales. It is estimated that the local market for all
paints including cement paints & other powder products manufactured by all companies big &
small would have been around Rs.95 billion in 2005-06.

1.

Decorative paints

Decorative paints account covers almost 75% of the overall paint market in India. In this
segment Asian paint has been a leader for almost four decades. Decorative paints include wall
finishes, for interior & exterior uses, examples, wood finishes & ancillary products such as
primers, putties, etc.
2. Industrial coatings
Industrial coatings have a moderate growth rate than decorative coating, led by the growth in
automotive original equipment sector, powder coatings & protective coatings. Industrial coatings
are classified into automotive & non-automotive coatings are classified into automotive & nonautomotive coatings. While Asian paints Industrial coating Ltd. (APICL) services the powder
coating segment, Asian paints Ltd. caters to be remaining non-auto industrial coatings segments.
3. Automotive Coating
The actual look and feel of a vehicle undergoes a sea of change over time. The paint on a vehicle
loses gloss, is subjected to a lot of wear and tear and hence starts deteriorating. Asian Paints is
not having a very good market share in this segment.

CHEMICALS
Asian paints have chemical business consisting of Pthalic Axhydride & pentaerythritol manufactured at
Ankleswar, Gujrat & Cuddalore, Tamilnadu.

Customer Relationship Management (CRM)

It is a business strategy that aims to understand, anticipate and manage the needs of an
organisations current and potential customers.
The purpose of CRM
1) The focus is on creating value for the customer and the company over the longer term.
2) When customers value the customer service that they receive from suppliers, they are less
likely to look to alternative suppliers for their needs.
3) CRM enables organisations to gain competitive advantage over competitors that supply
similar products or services.
Why is CRM important?
Todays businesses compete with multi-product offerings created and delivered by networks,
alliances and partnerships of many kinds. Both retaining customers and building relationships
with other value-adding allies is critical to corporate performance.

Information Technology and CRM

1) Technology plays a important role in CRM.
2) Technological approaches involving the use of databases, data mining and one-to-one
marketing can assist organisations to increase customer value and their own profitability.
3) This type of technology can be used to keep a record of customers names and contact
details in addition to their history of buying products or using services.
4) This information can be used to target customers in a personalised way and offer them
services to meet their specific needs.
5) This personalised communication provides value for the customer and increases
customers loyalty to the provider.

Benefits of CRM

1) Reduced costs, because the right things are being done (ie., effective and efficient
operation).
2) Increased customer satisfaction, because they are getting exactly what they want (ie.
3)
4)
5)
6)
7)
8)

meeting and exceeding expectations) .

Ensuring that the focus of the organisation is external.
Growth in numbers of customers.
Maximisation of opportunities (eg. increased services, referrals, etc.)
Increased access to a source of market and competitor information.
Highlighting poor operational processes.
Long term profitability and sustainability.

Asian paints limited with its three business units decorative, Industrial & International business
is one of the largest paint company in India. It had a sell over 300 million liters of paint in 20092010. Significantly the group has crossed the Rs.3000 Cr turnover mark-a preset mile stone for
the company.
Here we will be analyzing two situations of the company
(i)

Competitor analysis

(ii)

Customer Analysis

1. Competitor Analysis
The Indian paint market is highly saturated with many paint companies with varieties of product.
Asian paints ltd, Kansai Nerolac paints Ltd. Berger paints India Ltd. ICI India Ltd. Shalimar
Paint Ltd, Snowcem India Ltd are the market leaders.
Here we are only considering the nearby competitors of Asian Paints which are Nerolac paints
Ltd, Berger paints Ltd & Indian chemical Imperial (ICI) Ltd.
SWOT analysis of Asian paints & its competitors:

COMPANY

Asian Paints

Nerolac paints

Berger
paints

ICI paints

Strengths

1. Market leader in

1. Well ahead

1. In the IInd

1. In the

overall paint

leader in

position in the

refinishing

market & in

Industrial paint

industrial paint

business it has

decorative paint

market

sector.

one of the best

2. Tie-up with

2. Tie up with

kansai paints

Herbert-

2. Available in

provides foreign

Germany

2. In decorative

urban & rural area

technology.

valspar of US

paints it

3. High Quality

3. Main supplier

& Teodor NV

performance is

MR & MIS

in the Indian

of Holland

good

market in India
share 40%

4. Pricing policy
oriented to all
kinds of customer

quality refinish
paint for cars.

Industrial &

3. recently

automobile

purchased 49%

market main

share of Quest

client Maruty

Int. India limited.

Udyog

Weakness

1. Industrial paint

1. Market share

1. Overall

1. Industrial paint

sector only 15%

in decorative

market position

market existence

share

paint market is

is not very

almost 2-3%

very low.

impressive.

2. No tie up with
foreign

2. Market in rural 2. Asian paints

manufactures.

area is poor.

Through it has
units in several
countries.

3. Considering
overall paint
market Asian

2. Overall market
conduct poor.

& Nerolac
paints
capturing the
market buyer
for behind

3.Innovation in

paint is well

developing new

ahead of

product.

Nerolac.

1. Acquiring/

1. Improve its

1. come up

1. Merger with

Increasing market

position in

with new

Quest will

share in Industrial

decorative paint

innovations to

provide to have

Opportunitie

paint sector.

segment.

2. Developing

2. Capturing

market in

whole industrial

automobile

paint market

challenge Asian an experience in

paints & Berger foreign market,
paints

particularly in
UK.

industry, which
accounts for 50%

of Industrial paint
market.
1. Domination of

1. Asian paints is

1. Asian Paints

1. Berger paint &

few foreign

coming up

& Nerolac

there are few

countries

rapidly into the

paints are well

new entrants in

industrial paint

ahead & ICI

the market.

market with its

paint is

new plants &

competing

products

nearly

2. Nerolac is

Threats

advancing rapidly
in Industrial
market

2. Customer analysis
Asian paint with its natural competitive advantage of size (Number 1 in India), Strong brand
equity & largest distribution Network has acquired the number one position in Decorative
segment in India.
There are few reasons due two which the customers in the decorative segment has been choosing
Asian Paint as their brand
1. As we know brand name has its own value & Asian paint is the number one in decorative
segment, so a purchaser automatically leans in purchasing it.

For example, we have two different types of paints, namely Apolite glass Aenamel &
Apolite care Emulsion, which are from Asian Paints, Nerolac paints, Berger paints & ICI
paints. Again due to the competitive market the price is very closed for all the companies.
But due to the Branch awareness of common people they mostly tend to purchase the
products from Asian paints.
2. Company have provided with different varieties of product for different income groups.
For e.g. UTSAV which is a low value paint, is growing at a faster rates & penetrating
with high speed at the lower income group. This policy is helping the company to move
from metros to small towns for branded products.
3. In India frequency of painting has still not increased, which is once is 5 years only. So
consumers are normally changing over to the better quantity & branded paints.
4. In 2001, Asian Paint launched a new product Tractor Emulson, which pulled the
customer who used distemper to move to emulation paints.

Accessibility of Asian paints to the customers

Asian paints have started a 24 hours customer help centre at Hyderabad. It is information to
consumers to answer their needs for any query related, to their products. Through this company
is also getting a lot of data related to the customers need & appreciations of the products.
In order to provide better consumer service, company has connected all colour world
installations with Asian Paints main system through software & providing computes to dealers.
This is speeding up order execution, electronic banking will speed up recovery & money transfer.

Market Share Analysis

The market share clearly shows that Asian paint is the leader in Indian paint industry. The nearest
competitors of Asian paints are Nerolac & Berger paints. Asian paints has the largest sells in Decorative
paints.

Nerolac paints being widely used in Industry it has a greater share price value. Industries like
Bajaj auto limited, Maruti Udyog & many other car manufacturing companies use Nerolac paints.
The Industrial paint are priced with premium in comparison to the decorative paint which is
mainly used in house hold decoration.
Berger paints & ICI paints are also providing a shift competition to Asian Paints in decorative
paint, but still there is no sign of threat from them.
Again in the Industrial sector Nerolac paint far ahead of all its competitor. Asian paint presently
building up a new manufacturing unit solely to produce Industrial paint.
Asian paints annually spends on an average Rs325 Cr on its selling & marketing expenses. It
givers us an idea about the effort the company put on expanding its market in all segments.
When customers buy the products of Asian paints As the customers normally uses the products
of Asian paints on certain occasions like. Marriage ceremony, Dewali or any other special occasions,
other than normal paint in houses, customers are very choosy & brand specific. This appreciation by the
customers helped Asian paints to become the number one paint company in India

MARKETING STRATEGY OF ASAIN PAINTS

STRATEGY ALTERNATIVES

The prospect of a paint company has many dependence like weather, occasions like puja, id etc.
when we consider the decorative segments. So there is always a possibility of ups & downs in the
business. Besides this there is another very important factor i.e. the position of the competitor. Through
Asian paints is the largest paint company still under circumstances it will have to go for some strategy
alternatives.
Alternatives available
1. As Asian paints market is mainly the decorative segment so a downfall in that market will lead
the company in trouble them it immediate focus will turn to the Industrial segment.
2. Importance on water based paints may recover a poor situation created due to sustain poor
weather condition in some region.
3. As there is every possibility that conventional coatings are likely to lose some share ecofriendly
coasting is going to be very good alternatives.
4.

With all countries in southeast Asia beginning to adhere to the ASEAN free trade Area (AFTA)
that will reduce trade barriers for paints & coatings. A reduce in domestic market share of Asian
paints then will not be a constant for growth, became export of paints to the foreign countries will
contribute a lot.

5. Increasing the product package & application oriented service will make company different from
others.
6. A strong post sales service division will be an important factor in building customer loyalty.
7.

Tie up with automobile sector with strong appearance will be effective.

Lastly but not the least price of oil is increasing day by day, which results to increase the price of paints.
If this can be controlled by stocking oil or directly linking up with foreign cheap refineries so as get oil at
least available price.

CUSTOMER SEGMENTATION & TARGETING

Customer segmentation is the most important part of the marketing strategy of any company. Asian
paints, the market leader in the Indian paint market segmented their products mainly in three sectors. (i)

Decorative (ii) Industrial (iii) Automotive. Their customers are all also segmented based on the usage of
these products.

CUSTOMER SEGMENTATION
Base

Decorative coating
Premium

Industrial coating

Medium

Popular

High

Automotive coating
Powder coating

performance

Quality

Finished

coating

coating

coating
Buyer
characteristic

Up

market

High

Middle

buyers

income

class

achiever

group

Key
purchasing
factor

Research &

Used

petrochemicals &

manufacturers

rural

atomic

Upper

market

installations

fashion

middle

mostly

mainly

Secker

class

low

where to reduce

Socially

income

corrosion

conscious

group

losses

Quality

Quality

Cost

Quality

surfaces

surfaces

influences

shades

quality

&

&

&

Used by fertilizer

by Large

energy of while goods

&
used

other

cars

small scale

are mainly

car

recoloured

industrial

industrial

mostly tied

products

up

led

&

& Old

companies

Quality & cot

utilization power

Quality,

Brightness

surfaced &

& cost

conting
strength

Brand loyal

Brand loyal
+ Cost

Evaluation

Cost

Utility

Variety seeking

Brand loyal

Cost+
variety

variety

seeking

seeking

Purchase

Companys

through

Packet or

Company

Authorised

dealer paint

paint can

approaches

dealer paints

or

points

the

purchasing

sold

customer

paint

com

&

Other

Tie up with

Old

manufactures

the

vehicles

directly paints can

anto

company

send

to

work shops
or purchase

house

of 1,2, 5,
10, litre

Post
Purchase

A warranty Limited or

No

High scale

Medium or no

Service

Service

period

warranty

service of

warranty

provided

provided

for limited

for 0-2

years

years.

for

no warranty

some years

Market

warranty

Asian paint is the market paint leader,

Nerolac is the market leader. Asian

Nerolac market leader,

with more than 50% market share.

paint have only 12% market share.

50% share

Nerolac, berger, ICI & Shalimar are

Other players ICI

there

TARGETING

Asian paint penetrating

slowly

Asian paints have a unique customer targeting strategy. They used to follow V tier customer Target
strategy.

Tires

Tires 1

Tire 2 Tire 4

Tire 3

Tire 1 - In the recipient end there are strategic solution seekers. Company thinks of cost reductions,
performance & productivity improvement for clients improving customers & share holder profitability.
Tier 2 Here the Customers whom can be considered as the value or brand sensitive. Asian paints target
this customers with value added VDS integration customer level service.
Tier 3 These part of the consumer are price sensitive. They least bothered about the service. These are
mainly middle or low income group people Asian paints have several brand like UTSAV to serve them.
Tier-4 Here the company targets the small manufacturing & local companies, which can generate revenue,
company utilizes its & business & telesales technology to address & satisfy their needs.
Tier-5 This tier is composed of specific targeted companies that although small in size, deserve special
attention because they are highly innovative in nature. Asian paints have a good prospect over here.

POSITIONING STRATEGY OF ASIAN PAINTS LIMITED

Although operating in commodity market. Asian paints have invested heavily in branding,
GATTU, the Asian paints official Mascot is a familiar icon across India. The company recently
augmented their web pressure. Their website, Asian paints.com is an exhaustive hub of Painting
solutions. The site use Maximum interactivity to enhance user experience. There are painting lips, online
shades cards, cost calculation (based on floor area and number of rooms0 dealer locator and a short of
other innovative services.
From the perceptual map we can understand that Asian paints, have wider range of products for all type of
customers consisting of different income levels. It has a product range from Royal Emulsion, Priced 250400 which is targeted for up market buyers. Hpcolilen is a product which is targeted for high income and
upper middle class people. For lowers income group it has UTSAV, TRACTOR EMLSION which priced
vary from 40-100 Rupees. These products are mainly targeted to rural customers.
In Industrial segment companies position is relatively weak here Nerolac paints captured more
than 50% market share. In this segment Asian paints have products like Apcomin synthetic enamel which
is used for industrial coating, and Apco synthetic power which is used in automobile sector. In this
segment also Asian paints faced stiff competition from Berger and ICI Paints. Bajaj automobiles is the
main customer of Asian paints in automotive sector.

POSITIONING STRATEGY OF ASIAN PAINTS

PREMIUM PRICE

ROYALE

INDUSTRIAL
PAINTS

Role of CRM in Asian Paints

Key Challenges
A Fresh Approach to the Customer Experience
In 2001 Asian Paints executives realized that the firms long term growth depended on their ability to
forge ever-closer ties to the end consumer. At the same time, the Asian
Paints help line had received calls from these consumers expressing a need for a more complete solution
to their home painting needs and Asian Paints learned that they had demanding expectations when it
came to service and overall project execution. But because the company sold its products through a
network of dealers, it lacked visibility into the entire painting process and the needs of the homeowner.

This situation prompted Asian Paints Executives to explore ways to establish a more direct link to the end
customer.

Launching a Service Brand

With this in mind, Asian Paints made the decision to move from a strictly product-based manufacturing
business to a services model. With the launch of Asian Paints Home
Solutions, the firm would build a service brand by offering value-added services ranging from inperson color recommendations to feng shui consultations.. The goal was to deliver an Asian Paints
signature look through the use of specific color combinations and themes.To achieve this goal, Asian
Paints needed a scalable customer relationship management (CRM) system that could map the major
business processes of Asian Paints Home Solutions and provide visibility into all customer interactions.
First, it required state-of-the-art call center capabilities that would include activity management for
customer calls and activity scheduling, as well as a lead management system that could prioritize and
route leads for proper handling.

Developing a customized Solution

Standardizing the sales delivery processes and establishing financial controls would necessitate
developing a custom solution. This solution required a secure Web interface enabling leads from the help
line to be forwarded to a home solutions service provider for handling. This service provider might be an
independent home painting firm or interior designer, for example, in the Asian Paints network.
The home solutions provider is responsible for using the system to perform all major tasks associated
with a job: schedule appointments, record completion of site surveys, submit job estimates, order paints
through Asian Paints dealers, record progress of jobs, invoice customers, and conduct customer
satisfaction surveys. The new solution would allow both the provider and Asian Paints Home Solutions to
view all customer interactions and financial information in real time. This same system would also
provide updates on the status of marketing rewards programs.
In addition, robust reporting functionality was required to generate a variety of sales, lead, and activity
analysis reports. This functionality would also be used to tabulate results of the customer surveys
submitted at the completion of a job.

THE CUSTOMER EXPERIENCE GETS A

NEW LOOK WITH SAP CRM

When the time came to select a new system, Asian Paints studied the functionality of the most recent
release of the SAP Customer Relationship Management (SAP CRM) application very carefully. The
company was already using SAP solutions and had implemented SAP CRM in its existing call centers.
Asian paints determined that SAP CRM best met its criteria and opted to build on existing infrastructure.
The custom solution was a separate project that would require integration with the basic CRM system.
After considering other options, Asian Paints decided on the SAP NetWeaver platform. The Web
Dynpro development environment allowed for rapid application development as well as custom
development of the user interface. And it would integrate seamlessly with SAP CRM. The architecture
called for the new solution, branded project Tantra, to retain the lead and opportunity management
functionality of SAP CRM. Then, all process associated with sales delivery would be implemented
through the custom solution. Integration with the SAP NetWeaver Business Intelligence (SAP NetWeaver
BI) component was also a critical factor. Data from both SAP CRM and the custom solution would be
uploaded to SAP NetWeaver BI to generate various reports.

Implementation Process
In launching its new service business, Asian Paintss key objective was to deepen its ties
to the end consumer.As a result, the CRM system needed to offer visibility into all
customer interactions and financial transactions. At the same time, this system would
standardize business processes at each stage of a painting job. Thanks to the
implementation of SAP CRM and the custom solution, processes were optimized in the
following areas

1) Financial controls
There is now greater transparency into all financial transactions from billing and collections to
contractordealer payments.

2) Sales delivery
Asian Paints standardized the sales delivery processes to be followed by each provider. Since the
sales delivery process can be lengthy, the system allows Asian Paints to monitor the quality of
service its customers receive from the start of a project to its completion.

3) Customer data management

Asian Paints now has one centralized system for managing all customer data, which provides
greater visibility into customer needs and is now available for use in campaign management and

in the development of predictability models, among other activities. And because this data is
available in real time, reports can be generated instantaneously.

Customer
Interaction
Center

Lead Details
SOA, and so on

Reports

SAP CRM

Asian Paints
Home
Solutions
Business

SAP
NetWeaver BI

SAP NetWeaver Platform

Web-Based System
Via Internet

Relationship
Associate

Applicator

Sales
Associate

Close collaboration between Asian Paints and SAP resulted in adherence to tight schedules. The SAP
Customer Competence Center location in Singapore developed prototype scenarios specific to Asian
Paints, and SAP Labs made valuable contributions to the design and configuration of the custom solution.

Business Process Transformation and Value Realized

Moving Asian Paints closer to Customers

Asian Paints has made clear gains in achieving its long-term goals, as follows.

Faster customer acquisition

The new online system for forwarding and following up on leads improved overall response times and
reduced the time required to acquire new customers .

Revenue
In the four years since the implementation went live, 17,500 persons registered for Asian Paints Home
Solutions consultations, and of these, 5,000 signed up for painting jobs. Targeted revenue for the period
2006 2007 is US$8 million to $10 million, and the company crossed the 30,000 mark in cumulative
number of customers.

Optimized visibility into customer needs

The new solution gives Asian Paints greater visibility into all customer interactions. As a result, the
company has gained a deeper understanding of the needs of its end customers and has tailored its service
business to meet these needs.

Scalability
This new solution can accommodate Asian Paints continued growth well into the future. In fact, Asian
Paints doubled the number of cities covered without modifications to the CRM system.

Optimizing Crtical Processes

The implementation of SAP CRM enabled Asian Paints to establish a direct link to its end customers and
to meet customers need for a home painting service. The following table illustrates the processes that
changed as a result of this implementation and the impact of these changes.

Processes
Area

Problems

After SAP
Software

Impact

Financial
Controls

Inability to monitor
financial transactions
between providers and
customers
or between providers and
contractors

Sales delivery

Lack of consistent sales

delivery processes from
lead and opportunity
management to job
estimating and scheduling
Lack of visibility into
customer interactions

Customer data
management

Inability to collect and

manage customer data
Inability to identify
changing
customer needs

Ordering and
accounting system
used by all
providers

Accounting transparency
Optimized financial process
controls Improved data
transparency.

Visibility into all

financial
transactions
between
providers and
customers,
and between
providers and
contractors
The same sales
delivery
processes used by
all
providers
Improved visibility
into all
customer
interactions
Centralized data
management
capabilities
Improved visibility
into
customer needs
Ability to profile
customers

Improved customer
satisfaction
Reduced time required to
service customers
Created a direct channel to
customer
Increased employee
Productivity
Improved customer service
Improved customer
acquisition and retention

Future Road Map

. Asian paints is growing rapidly throughout the world. In international market company is planning to
introduce new & attractive products through its subsidiaries, like Berger, Apco coating etc. In domestic
market company will concentrate on development of new products/ product systems. With improved
supply chain

management. Through its implementation of SAP CRM, Asian Paints has established a

direct link to its end customers, and put in place processes to ensure that their high expectations will be
met. In an effort to realize an even greater return on its IT investment, Asian Paints used its SAP CRM
infrastructure to develop an e-recruitment platform. This platform allows employment agencies to review
openings and upload job candidate information, reducing the time required to fill open positions.

In the future, Asian Paints plans to leverage its SAP CRM investment in the following areas:

Campaign management
With improved customer intelligence, Asian Paints now plans targeted campaigns to its customers.

New market segments

Asian Paints plans to extend its CRM initiative to indirect customer influencers such as architects and
interior designers.

Complaint-handling system
Asian Paints plans to develop a formal complaint-handling system to tackle customer problems with both
service and paint. By having selected a scalable system such as SAP CRM, Asian Paints has laid the
foundation for its long-term growth.

Learning
Asian paints have increased the capacity by setting up a plant in Rohtak Haryana. No other company has
planned to increase its capacity; this has given Asian paints a competitive advantage in terms of pricing. It
has widest product range in terms of products, shades , pack sizes and their pricing strategy is oriented to
middle and lower end consumers. Asian Paints is a market leader with more than 50% market share.
SAP CRM enabled Asian Paints to build a service brand through Asian Paints Home Solutions. With its
scalable CRM infrastructure, Asian Paints is poised to continue its expansion into the services market.

WEBILOGRAPHY

1)http://www.asianpaints.com

2)http://www.sdn.sap.com