SAP followed various strategies to provide superior value to the customers.

i. A central goal- SAP gets it

SAP reestablish the value and relationships with customers by making it apparent to them . .

that former product/engineering-driven company now focusing on new marketing. SAP

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informed their customers about the market offerings. After SAPPHIRE, SAP gets it had
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become a topic of discussion among analysts.

SAP made it clear that the focus is on successs of its customers.
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ii. SAP Website

SAP redesigned its website to make it easy for custom ers and partners to learn about the
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company. The number of webpages were reduced by tw o-thirds and the country websites
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were in sync with the new brand positioning and image.

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iii. Transformation
Various tagline and logo
SAP went through 3 stages regarding change of its tagline.
The Best-Run e-business Run mySAP.com
The Best-Run e-Business Run SAP
The Best-Run Business Run SAP
This approach spaned across 18 months and helped SAP to stay true to SAPs core
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values.
The logo for mySAP.com was changed to a simple white-on-blue logo design.
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iv. New global campaign

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a) Simplification of messages
SAP used simple headli nes based on its br and tagline. Lufthansa runs SAP,
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BMW runs SAP etc. to convey its message to the customers. Large size posters
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of these messages were placed at strategic locations in airports, where the y were
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visible to corporate and market leaders.

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 b) Integration with communications
Under Homlishs leadership, SAP Global Marketing developed various tools that .

promised the global field offices the promise of autom ated assistance in marketing
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needs. SAP worked on a large infrastructure for achieveng consistent

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communication of the brand. .

v. Removing SAP-anese with brand card

SAP came out with brand card that worked as a pock et-sized guide for distributors all .

over the places. It helped distributes to explain SAP products to customers without any
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technical complexity. The message We help every custom er become a best-run business
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become a point of discussion among the SAP employees. .

vi. One Voice

For customer-driven marketing campaign, SAP drove customer satisfaction by with its
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online tool One Voice. It had all key me ssages and positioning for each of SAPs
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products and solutions in the language that customers understood. SMI and SMART tools
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ensured that customers had brochures, industry reports, image library and online demos for
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creating a customer-driven market strategy, which helped in creating and providing

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superior value for customers. The various commun ication channels helped in conveying . .

value proposition to its customers.

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vii. Customer Labs

A Design Services Team was created in CEO office to ensure product develo pment was .

outside-in. Market insights from customers and competitors were combined with market
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forecasts. This helped in the feedba ck process to create better products and to tar get
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customers in a better way.

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viii. Approaching customers

Value Engineering Business Teams were created. More regional offices were created out
of SAP America, which helped to em power those closest to the customers. This way, . .

Place of marketing mix was taken care of.

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ix. SMEs
Market segmentation was done for SMEs by SAP Busin ess One and mySAP All-in-One.
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The Price aspect of marketing mix was worked upon by hav ing these products that were
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less expensive than the enterprise products. With the new tagline Finally, pow erful
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software for the Fortune 500,000and having bold graphic designs for advertisements, SAP
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created a separat e and more acessible personality for SME pro spects. SAP focused on 27
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vertical industryes and created advertisements for all of them to target these new
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customers, i.e. mark et segments.

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