SAP: BUILDING A LEADING

TECHNOLOGY BRAND

Group 1:
LOPAMUDRA DEY | VINCENT LE BOUDER | HELENE ROY | AKASH BASAK |NIKITA RUNWAL | IMANDI VENKATA DEEPAK


Introduction
Germany based company, Founded in 1972 by 5 engineers from IBM
Leading enterprise software provider with sales in more than 50 countries
Worlds largest enterprise software company
Worlds third-largest independent software supplier overall, with 12,500 customers,
25,000 software installations
Long history of market success based on innovative product development
Product-driven organization
By 1997, company employed around 13,000 people
Enabled companies across the world to leverage technology to improve their
efficiency, accountability, visibility and profitability
Communicating the Brand
What Should SAP Brand Stand For? What Is Its
Brand Promise?
SAP and Brand Promise
SAP transformed business and enabled companies across the world to leverage technology to
Improve Efficiency
Accountability
Visibility and
Ultimately profitability of the business
Brand Promises
Innovation
Market Driven
Reliability
Efficiency
Hence, SAP should stand for Transforming Business Through Innovation
Communicating the Brand
What should be done with the SAP brand architecture
and what should be done with the logo?
B2B Brand Architecture
Address Key Issue : Change customers mindset
Reposition SAP communication guidelines
Shape a strong 5 years communication plan
Build a clear, relevant digital strategy
Create a total alignment from digital, add, to touch point using SAP
background and strong history
Logo
Remove variations and create unique logo worldwide for every tools and
supports
Rather than using mySAP.com, use only SAP
Shape an effective and relevant graphic chart
B2B Brand Architecture for SAP
Contact
Customer reduces
seller risk

SAP
Enterprise
solution
provider

mySAP.com
Internet enable
suite of product
Transaction
Customer reduces
offer risk

SAP
Innovative
Market driven
company

mySAP.com
Leading
technology
Quality solution


Expansion
Customer reduce
scale risk

SAP
Worlds third
largest
independent
solution provider
12,500
customers and
25,000 software
installation

mySAP.com
Shift in market
towards
ecommerce
solution will lead
to growth in the
segment
Consultative
Customer
reduces skill risk

SAP
Innovation
focus

mySAP.com
Superior
technical
support; new
application and
solutions
Enterprise
Customer reduced
resource risk

SAP
Market Leader
Proven capability
Reliable

mySAP.com
Co-development
capabilities
Aligning the Organization
How can SAP ensure consistent messaging and consistent look and feel in all
SAP communications worldwide?
SAP should then introduce one consistent message, one look and one feel. The universal website should include all the
business solutions that they offer to clients. Its evident that the product SAP is so strong that even with multiple value
propositions ,the product has developed a strong customer base

To standardize, scrap out mysap.com and replace it by one SAP website. It should have drop down options where any
client can log in to the website and get re-directed to their local website
Develop One universal marketing tagline and value proposition for all the offered products --Transforming Business
Through Innovation
There should be a common(KMS) in the back-end so that the standard broad offering of SAP will be tailored according to
the local needs and the information fed into the KM Suite should be accessible by all the SAP headquarters for tackling
any similar problems
There should be a code of conduct to follow by all the offices of SAP in order to standardize the products and the marketing
elements (4Ps) to eliminate confusion in the direction
Consistency In Communication
How can SAP leverage its brand to companies of
all sizes?
Leveraging the Brand Against Changing
Business Objectives
Leverage The Brand-SAP
SAP can leverage upon its innovative technologies and
customization to cater to the requirements and constraints
like Budget, Scale, etc., of disparate companies
For bigger companies, SAP can help in integrating the widely
spread activities across the organization and promote greater
co-ordination between them
Increases Efficiency by enhancing knowledge sharing across
the organization using means like Knowledge Management
System (KMS)
Thank You!