Oracle Applications Greater China

Analysis of Demantra for GCFY07

Keith Ip

1st Draft (5th June 2006)

Facts

• Demantra Solutions strongly applicable to industries:- Consumer Goods - Media & Entertainment - Quick Service Restaurants - Industrial Manufacturing

Characteristics

• Demantra customers typically are:- Enterprises have its own branded products to sales through distributors

and retailers- Enterprises take control of the distribution strategy and promotion

strategies- Enterprises have Linkages with Retailers- Restaurants have their retailing operation mainly selling their own

products (not mass merchants, discounted stores, fashion retailers). - Enterprises’ products can be fast moving, high turnover, short-lifecycle

(consumer electronics), longer-lifecycle (hygiene products) but perishable (beverages, food).

- Products includes:• FMCG• Consumer Electronics• Food and Beverage• Media and Entertainment (not for GC)

Strength

• FMCG & Distribution non-execution process -- Demand Chain Management

• Integrated Demand Planning and Trade Promotion Management solutions

• New addition of “Retail Planning & Store Replenishment” which Demantra and Webconcepts work together

• Deeper functionality of Demand Planning• Could be implemented as Stand-Alone without the

EBS pre-requisite (although ODP has been proved to be stand-alone, it is not usual)

Questions To-be-addressed (1)

• History doesn’t show success in selling to retailers- Should we still sell with Oracle Retail to Retailers then? Is it because Demantra only

offer partial solutions for retailers and cannot compete with retail solution players or their solution just don’t have too much competitive advantage when competing in retail deals. Need to understand better if any small overlap b/w Retek and Demantra. In China, Retails are much more powerful than CPG/Consumer Electronics companies and we may be able to sell Demantra to retailers

• Multiple Trade Promotion Solutions offerings from Oracle (EBS CRM, Siebel, Demantra). I am sure there are differences/strength/weakness among them but need to have a clear understanding and messaging when questions are asked by prospects.

Questions To-be-addressed (2)

• Too advanced for non-mature markets/sectors (China and SME) but ok for TW and Hong Kong

• Integration with EBS • FUD from SAP for the ODP sales cycle:

- “Why does Oracle buy Demantra when Oracle has ODP and Trade Mgmt?”

- “Where does the integrated-solution story fit in?”

• Pricing• Localization • Resources to support (Sales will be reluctant to push if

resources are not ready. Net net, our ODP resources are also very limited so the benchmark/bar is not too high)

Questions To-be-addressed (3)

• What is the relationship between Demantra and Webconcepts, a complementary software partner of Demantra? They seems working together for the “Retail Planning and Store Replenishment Solution”. Will their any limitation of selling the solution after the merger?

- http://demantra.com/content/partners/our-partners.asp#CSP- http://www.wcisoft.com/eVMI.html- http://www.wcisoft.com/replenishment.html

• Since Analytics is a key important area for Demand Chain Mgmt Solutions, it seems Demantra uses Business Objects (need to be confirmed), how does it affect our selling? Can it be ported to Discoverer?

• Need to explore whether it can be used for Service Part Planning. If yes, it could be a new market for us

Low Hanging Fruit (1)

• Focus on where Demantra has been strong• Focus on top tier companies because it requires

- Oracle heavy effort to sell- Customers’ strong commitment, discipline, and sophisticated

enough process to use this solutions

China- Tier 1 customers- Oracle Install base- Non-Oracle and Non-SAP Install base such as old SSA and QAD

customers- Could be SAP install base (this fruit is higher) if it’s in FMCG

where Demantra has clear differentiation- Could possibly be leveraged to fight against SAP on ERP deal if

prospect is in CPG and has vision to be leader with strong focus on Demand Chain

- Prospects: NEC (Oracle), Panasonic (Oracle), TsingTao Beer (Oracle), GT Tire (Oracle), BrightDairy (Oracle), Yum! (JDE), Wahaha (SAP), Yili (Greenfield for ERP), Midea (Oracle), TCL (Oracle and SAP)

Low Hanging Fruit (2)Hong Kong

- Deal by deal- Company using multiple ERPs

• Scenario where no particular ERP is preferred and no plan to consolidate but demand planning is a low hanging fruit project

- VTech US is already using Demantra Demand Planning and implementing Trade Promotion Mgmt. We hope to use this as a ref.

- Prospects: Hitachi, TTi, Café DeCoral (maybe)

Taiwan- ERP market is matured in TW and need to sell niche solutions- Need to go for install base where ODP was surveyed after using Oracle ERP for years but could

meet their requirements. - Consumer Electronics companies- SAP install base because they don’t have enough resource and knowledge in DCM (assuming we

will have resource with Demantra skillset by then). SAP currently has 10 CPG customers.- Company using Legacy where single-ERP decision is still pending- PEC (Oracle), Acer (Pending), BenQ (Oracle & SAP), ASUS, WPG (IC Distributor), Elite

Bookstore (SAP), Standard Food (SAP), King Car Food (SAP)