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Can - Sap

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Submitted By shravankumar82
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BUSINESS TO BUSINESS MARKETING by: Prof. Joffi Thomas
Case Analysis Note: SAP : Building a Leading Technology Brand Name | Roll number | Bankim Kala | EPGP-06-013 | Sanjib Roy | EPGP-06-061 | T Shravan Kumar | EPGP-06-178 | Prakhar Gupta | EPGP-06-047 |

Case Preparation Questions 1) What should SAP stand for? What is its brand promise?

Answer:
Back in 2000, SAP was the leading enterprise software provider in very major market of the world having 12500 individual customers and 25000 software installations. However, it was losing the battle of perception having been perceived as being left out of the E-Business boom of 2000’s. Primary reason for the same was that this was a product driven company and did not devote many resources to marketing and branding.

In contrast, SAP should be a market driven company and should stretch itself by communicating its success stories with customers, stakeholders, employees as well as competitors. SAP should first realize that Branding is a strategy problem and not an advertising problem, so the measures that they took like launching ‘mySAP.com’ are not going to help them in their cause.
We would suggest the following three-pronged approach that they should follow in order to make it relevant to its customers as well as clearly convey the value proposition of their products and services:

* Brand Awareness: SAP, as a brand, should clearly communicate both the tangible performance of their products (like product features, customer testimonials, accrued financial benefits, contributions to bottom line of the customers) as well as the intangible features like corporate image, innovation, trust, & ethics.

* Consistent Marketing mix across all markets: Having an inconsistent marketing message across all markets hurts the company image

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