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Implementing a Global

Customer Planning Strategy


at Colgate-Palmolive

Agenda

About Colgate Colgates SAP Program

Colgates CRM Strategy


- Colgate Business Planner - Focus on the Profession

Questions

Colgate-Palmolive Snapshot

$13+ Billion consumer product company Broad global balance 36,000 employees Focused on four core categories

Products Sold In 223 Countries

Operations In Over 80 Countries

Sales by Division
Pet Food North America

13%
Greater Asia/Africa

20%

17%
25% 25%

Europe/ South Pacific

Latin America

Order to Cash (SAP R/3)

Original Breakthrough Technology: SAP R/3

Operational Transactions

Customer Order

to

Cash in Bank

Integrated Business Information


Sales & Distribution Manufacturing & Materials Finance Treasury HR

European Business Applications Today

Order Management Distribution Freight Warehousing Receivables Payables General Ledger Treasury Asset Mgmt Costing PA Production Planning Purchasing Materials Management Forecasting Human Resources Sales Reporting

Benelux Local Local Local n/a Local FINPAC ~ FINPAC ~ FINPAC ~ Local Local Local Local Local Local Local Local Local

Nordic CSS 1 Local Local Local CSS 1 FINPAC FINPAC FINPAC Local PRISM Local CAPS PRISM PRISM Local Local Local

Germanic France CSS CSS Local CSS Local Local Local Local CSS CSS FINPAC Local FINPAC Local FINPAC Local Local Local PRISM PRISM Local Local CAPS CAPS PRISM PRISM PRISM PRISM Predicast Predicast Local Local Local Local

UK/IRL CSS n/a Local n/a CSS FINPAC FINPAC FINPAC Local PRISM Local CAPS PRISM PRISM Local Local Local

Spain Portugal Greece Italy CSS CSS Local Local CSS CSS Local Local Local Local Local Local n/a Local Local Local CSS CSS Local Local local FINPAC FINPAC ~ FINPAC local FINPAC FINPAC ~ FINPAC local FINPAC FINPAC ~ FINPAC Local Local Local Local Local Local Local Local Local Local Local Local Local CAPS Local Local Local Local Local Local Local Local Local Local Local Predicast Predicast Predicast Local Local Local Local Local Local Local Local

Benefits

Streamlines the Business: Order to Cash Reduces Cycle Time: Improved Customer Service

Reduces Cost: Lowers Working Capital


IT: Reduces Complexity

SAP Implementations

103 Countries 99.6% of the Business

Standard Technology

Hardware: IBM/Lenovo Tools:

Desktop

Lotus Notes IBM Collaboration Tools

SAP
Hardware: IBM Op. Sys.: AIX Network: MPLS

Applications

Ops: Tivoli Database: Oracle Network Equip: Cisco

Operations

Managing IT Globally

DUBLIN TOPEKA NY/NJ CP MUMBAI

MALAYSIA

Standard Development Methodology Global Practices - Resource Management (SAP xRPM) - Documentation (SAP Solution Manager) - Production Control (Change Manager)

Order to Cash (SAP R/3) SAP Analysis & Optimization Systems

2000 Forward: Leverage SAP R/3 Investment

Base Investment: SAP R/3


- Integrated End to End Order to Cash - Implemented Globally

Leverage the Base Investment


- Analysis and Optimization Systems
Business Warehouse Advanced Planning & Optimization Customer Relationship Management Business to Business Collaboration

- End User Access


SAP Portals

End to End Integrated Systems

SAP Portals
SCM
Supply Chain Optimization

CRM
Commercial Effectiveness

BW
Reporting and Analysis

eSales
Customer-Facing Service & Sales

Master Data Management Integrated Business Information SAP R/3


Sales & Distribution Manufacturing & Materials Finance Treasury HR

Order to Cash (SAP R/3) SAP Analysis & Optimization Systems SAP CRM - Commercial Effectiveness

Commercial Effectiveness Strategy

An integrated process and system to support all internal and external Customer Development activities

Internal
Colgate Business Planning (CBP) - System Tools Integrated CBP (TPM) Indirect Trade Tracking (ITT) In-store Mgt (ISM) POS Analyzer

External
Joint Business Planning (JBP) Focus on the Profession - System Tools Interaction Center On-Line Sales eSales

Colgate CRM Vision: Total Functionality, Total Integration


Colgate Customer Relationship Management
InStore Mgt (ISM) InDirect Trade Tracking (ITT)

CBP
BUDGET AND PLANNING PROCESS
2 3 4

Customer Alliance

Commercial Goal-Setting and Strategic Investment Reallocation

Customer Planning and PreEvaluation

Customer Execution

PostEvaluation and Learning

Marketing

Monthly CBP Discipline

SUPPLY CHAIN (DEMAND PLANNING)

Full CRM

Commercial Effectiveness tools

ITT Indirect Trade Tracking


Provides standard reporting on indirect retail information supplied by our distributors and wholesalers

ISM In-Store Management


Enables a commercial organization to track the actual state of their 5 Ps (product distribution, promotion, price, placement and POP media) in the store against set targets

POS Analyzer being developed


A tool that will interface with CBP and allow the post evaluation of promotions based on POS data rather than shipment data

Initial Commercial Effectiveness Focus

Colgate Business Planning - Customers

Focus on the Profession

Colgate Business Planning


Business Goal Integrate commercial plans and investments Extend planning horizons Improve promotion results Post evaluation Global reach

Colgate Business Planning


An end-to-end commercial planning and execution process, supported by an SAP software system focused on:

Goals and plans


Measuring performance Driving efficient commercial investment

SAP Customer Relationship Management


CRM-IC - Customer Service Call lists, Call scripting SAP R/3 Order Entry Activities Calendaring & Scheduling CRM-TPM (Trade Promotion Mgt) - Brand and Trade Objectives

Business Partner
BP Info Fact Sheet Marketing Attributes Best Time to Call Surveys Contact Person

- Plan Creation - Plan Execution - Post Evaluation

CRM Sales - Online Sales Documents Opportunity Mgmt Organizational & Territory Mgmt Business/Call Activities Call Value Internal/External Surveying Calendaring & Scheduling SAP R/3 Order Entry

CRM eCommerce B2B site Order Entry Product Catalogue Best sellers (Top n List)

CRM-Marketing Campaign Mgt


- Market

Segmentation

Cross Sell
Financial Document Info Notification of Out of Stock Immediate Registration Off Invoice promotions

- Full Marketing Planning/Actuals - Target Groups

CBP Infrastructure

PORTAL
SAP BW/SEM
Actual aggregated sales Plan data Commercial Goals Reporting Act Sales Master data Plan Sales

SAP CRM
Marketing Calendar Account Calendar Account Planner

Baseline

Baseline

Master data Prices & Cond

Uplift

SAP R/3
Master Data Order Processing Accruals & Payments History

SAP APO
Demand Planning Baseline calculation

Colgate Business Planning

Budget and Planning Process

Commercial Goal-Setting

Account Planning

Account Execution

PostEvaluation and Learning

Supply Chain (Demand Planning)

Colgate Business Planning

Budget and Planning Process

Commercial Goal-Setting

Account Planning

Account Execution

PostEvaluation and Learning

Supply Chain (Demand Planning)

Colgate Business Planning

Budget and Planning Process

Commercial Goal-Setting

Account Planning

Account Execution

PostEvaluation and Learning

Supply Chain (Demand Planning)

Colgate Business Planning

Budget and Planning Process

Commercial Goal-Setting

Account Planning

Account Execution

PostEvaluation and Learning

Supply Chain (Demand Planning)

The Results

Maximize return Accelerate top-line growth

Strengthen customer focus

Initial Commercial Effectiveness Focus

Colgate Business Planning - Customers

Focus on the Profession

Focus on the Profession


Business Goal To become a true professional partner Increase endorsement from the profession for our products

Critical Business Needs

Database of professional contacts

Contact Data Dentists, Veterinarians, Pharmacists etc.

Critical Business Needs

Database of professional contacts Capture & store key interactions with customers & professional contacts
Academic Affairs Professional Affairs Call Centers Internet

Sales

Detailers

Interaction data Contact Data Dentists, Veterinarians, Pharmacists etc.

Critical Business Needs

Database of professional contacts Capture & store key interactions with customers & professional contacts Improve customer service utilizing contact / interaction
Online Sales for Detailers

Call Center

eCommerce

Interaction data Contact Data Dentists, Veterinarians, Pharmacists etc.

Critical Business Needs

Database of professional contacts Capture & store key interactions with customers & professional contacts Improve customer service utilizing contact / interaction Provide customer insights via reporting and analysis of interaction and contact data
Online Sales for Detailers

BI Sales Data

CRM BI & Analytics

Call Center

eCommerce

Interaction data Contact Data Dentists, Veterinarians, Pharmacists etc.

SAP Customer Relationship Management


CRM-IC - Customer Service Call lists, Call scripting SAP R/3 Order Entry Activities Calendaring & Scheduling CRM-TPM (Trade Promotion Mgt) - Brand and Trade Objectives

Business Partner
BP Info Fact Sheet Marketing Attributes Best Time to Call Surveys Contact Person

- Plan Creation - Plan Execution - Post Evaluation

CRM Sales - Online Sales Documents Opportunity Mgmt Organizational & Territory Mgmt Business/Call Activities Call Value Internal/External Surveying Calendaring & Scheduling SAP R/3 Order Entry

CRM eCommerce B2B site Order Entry Product Catalogue Best sellers (Top n List)

CRM-Marketing Campaign Mgt


- Market

Segmentation

Cross Sell
Financial Document Info Notification of Out of Stock Immediate Registration Off Invoice promotions

- Full Marketing Planning/Actuals - Target Groups

CRM Implementation Approach


Standard Global Design Standard SAP functionality (where possible) Roles - Global Development team focused on development - Regional SSOs focused on implementations - Global Support organization Sharing of learnings on a global level Use spot consulting

Benefits

Helps maintain process alignment Reduce IT complexity Faster implementations Shorter upgrade/functionality cycles Fast build and retention of knowledge

CRM - Commercial Effectiveness


Broadest scope SAP initiative at Colgate New technology still evolving End-to-end integration complexity Aggressive timelines

Made possible by: - Leveraging our existing SAP R/3 base - Global implementation approach

Significant Business Benefit

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SAP 2008