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SAP Case Analysis PDF

SAP stands for automating all business processes to increase productivity through data intelligence and analytics. Its brand promise is providing live updates of every transaction in any department. The branding elements like logo, taglines, and website need changes. The website requires a new design to drive a consistent message and vision, and be easy to navigate while engaging customers. All communications should have consistent messaging and look. To ensure consistent global branding, SAP must build a marketing and branding team to overhaul systems with global policies. All employees must understand the branding language. The team must keep branding elements like the logo and design consistent worldwide, while regional offices determine advertising based on corporate guidelines. Leveraging its brand, SAP can

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188 views

SAP Case Analysis PDF

SAP stands for automating all business processes to increase productivity through data intelligence and analytics. Its brand promise is providing live updates of every transaction in any department. The branding elements like logo, taglines, and website need changes. The website requires a new design to drive a consistent message and vision, and be easy to navigate while engaging customers. All communications should have consistent messaging and look. To ensure consistent global branding, SAP must build a marketing and branding team to overhaul systems with global policies. All employees must understand the branding language. The team must keep branding elements like the logo and design consistent worldwide, while regional offices determine advertising based on corporate guidelines. Leveraging its brand, SAP can

Uploaded by

shivrinder
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Q1.What should SAP stand for? What is its brand promise?

The strength of SAP Products and its acceptance can be gauged from the fact that without any
consistent Marketing and Branding SAP is successful as they are present in 50+ countries all
over the world with 12,500 customer base and 25,000 software installations.
SAP is mainly into the Enterprise Software segment so they must stand for “Automating all the
processes of any business organization” which increases the productivity of that organization
manifolds through and data Intelligence and Analytics. Its Brand promise should be the “Live
Updating Status of Every transaction in Any Department”

Q2. Would you make any changes in the branding elements? SAP brand architecture, logos?
Definitely Yes. There are lot of changes required in almost all the Branding elements i.e. logo,
taglines etc, Website requires a complete new architecture, design which drives a single
message and vision to the customers. The New website should be easy to navigate and hold the
customer for longer time by providing the relevant information. Their all campaigns should be
consistent across all advertise media.

Q3.How can SAP ensure consistent messaging and consistent look and feel in all SAP
communications worldwide?
SAP AG has to hire and build their marketing team and Brand managing team. This team has to
do a overhauling of the existing system with a Global Marketing and Global Branding Policies. All
the employees must be trained or communicated about the language they should speak. For any
marketing driven company it is must that all employees speak the same language. Global
Branding team must ensure that all the brand elements i.e. Logo, tagline, website layout, design
of all collaterals etc. remains consistent and same across all organization. In short, the HQ
should drive the branding while the regional / country offices can decide the advertising
campaigns based on the guidelines provided by corporate marketing team.

Q4.How can SAP leverage its brand to companies of all sizes?


SAP is already a big name in Enterprise Software Solutions worldwide with over 12,500 customers
and 25,000 installations in large enterprises spanning 50+ countries. The existing base is itself a big
platform to stand and launch their next vision and derive a great leverage. The current relation with
their existing customer and its image of strong brand with innovative products in the domain of
enterprise solutions. SAP AG can leverage its brand while moving to newer products. As the Internet
is growing at very high pace, therefore SAP should also launch and focus on products which are
internet enabled suite of products. The organized Branding, Consistent marketing campaigns and
new technologies based products will put SAP into a leadership position with a distinctive edge.

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