sap: building a leading technology brand


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IntroductionGermany 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 theirefficiency, accountability, visibility and profitability


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Communicating the Brand

What Should SAP Brand Stand For? What Is ItsBrand Promise?


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SAP and Brand Promise

SAP transformed business and enabled companies across the world to leverage techno 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 Innovat


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Communicating the BrandWhat should be done with the SAP brand architecture

and what should be done with the logo?


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B2B Brand ArchitectureAddress 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


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B2B Brand Architecture for SAP

Contact Customer reduces

seller risk

SAP Enterprise

solutionprovider

mySAP.com Internet enablesuite of product

Transaction Customer reduces

offer risk

SAP Innovative Market driven

company

mySAP.com Leadingtechnology

Quality solution

Expansion Customer reduce

scale risk

SAP Worlds third

largestindependentsolution provider

12,500customers and25,000 softwareinstallation

mySAP.com Shift in market

towardsecommercesolution will leadto growth in the

segment

Consultative Customer

reduces skill risk

SAP Innovation

focus

mySAP.com Superior

technicalsupport; newapplication andsolutions


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Aligning the OrganizationHow can SAP ensure consistent messaging and consistent look and feel

SAP communications worldwide?


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SAP should then introduce one consistent message, one look and one feel. The universal website should include business solutions that they offer to clients. Its evident that the product SAP is so strong that even with multiple vpropositions ,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 wclient 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 -- TransThrough Innovation

There should be a common(KMS) in the back-end so that the standard broad offering of SAP will be tailorethe local needs and the information fed into the KM Suite should be accessible by all the SAP headquarters 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 thelements (4Ps) to eliminate confusion in the direction

Consistency In Communication


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How can SAP leverage its brand to companies ofall sizes?

Leveraging the Brand Against ChanginBusiness Objectives


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Leverage The Brand- SAP

SAP can leverage upon its innovative technologies andcustomization to cater to the requirements and constraintslike Budget, Scale, etc., of disparate companies

For bigger companies, SAP can help in integrating the widelyspread activities across the organization and promote greaterco-ordination between them

Increases Efficiency by enhancing knowledge sharing acrossthe organization using means like Knowledge ManagementSystem (KMS)


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Thank You!

sap: building a leading technology brand

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