SAP Price and Margin Management (PMM) by Vendavo

SAP Price and Margin Management (PMM) by Vendavo

SAP Price and Margin Management
(PMM)
by Vendavo
An Introduction
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Outline
•
What is “Price Management & Optimization”?
•
What are the Monetary Benefits for doing this?
•
Customer Successes – Case Studies
•
Next Steps
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What is Price Management & Optimization?
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Price Management & Optimization Defined
PRICE MANAGEMENT &
OPTIMIZATION is
the ability to understand the
IMPACT OF PRICING on
revenue & margin and
MANAGE IT STRATEGICALLY
over time to ensure fair prices
for the value your company
creates.
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Why Price Management & Optimization
Matters in CPG
Price Management & Optimization
helps CPG companies:
•
Gain Visibility into True Profitability
• Manage Retailers and Negotiations Better
•
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Set optimal reference pricing whilst
understanding retailer margin
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Customer Success From Our Vault
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SAP PMM by Vendavo in Action
Over >100 Global Companies Across Industries
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Vendavo Customers’ Benefits Realized
Variation in value driven by processes implemented
7.00%
Transformational
Customers achieve over
3% of revenue – typically
over 30% additional profits
6.00%
% of Revenue Increase
$400M
5.00%
4.00%
$272M
Typical Customers
achieve over 1% of
revenue – typically over
10% additional profits
3.00%
$122M
2.00%
Pricing Analytics Only
Customers achieve at
least 0.5% of revenue
1.00%
0.00%
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Revenue Under Management
Note: Bubbles represented are a sampling of Vendavo’s customers; bubble size indicates magnitude of additional profits per year.
Consistent customer results of 10 - 30% additional profit yearly.
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Solution
Global Specialty Chemical
and CPG Company
Implemented Vendavo Analytics
Address Freight
Cost Exposures
• Identify areas where freight
charges didn’t recover cost
• Provided recommendations
to improve freight cost
recovery
Improve Margins
on Slow-Moving
Products
• Identify slow-moving
products eroding margins
• Recommended strategies to
improve profitability
Uncover products
with excessive
price variation
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• Provided recommended
prices to reduce variance
and drive improved
profitability
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Results
Global Specialty Chemical
and CPG Company
Identified opportunities
worth an additional
0.9%toof
Sales
the bottom line
in 6 weeks.
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But how?
WHAT IS A
WATERFALL?
And why do you need to
manage one?
Defining YOUR Waterfall Exposes How You Currently Price
You start out
with this.
Regional, country, channel, price
control and segment adjustments
Customer-specific discounts,
Formula price adjustments, etc.
Cash discount,
volume rebate, etc.
COGS,
Cost to serve
You end up with this.
List Price
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Market Price
Invoice Price
Pocket Price
Pocket Margin
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…Enabling You to STOP Margin Leakage
PRICE
MANAGEMENT &
OPTIMIZATION
helps you
STOP
MARGIN LEAKAGE
So you can end up with more.
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Managing All Event Costs, Even the “Hidden” Ones
Consumer Goods Sector
Trade Promotion
Event Spend
Hidden “Cost to Serve”
Event Components
•
Did you know?
• Hidden costs typically add 20%+ to total
promotional event spend and cost
•
•
•
•
•
•
Are all of these costs being tracked and
allocated per each transaction?
Are strategies in place that are reflective
of the customer segmentation?
Are winning strategies being copied?
Are losing strategies being eliminated?
Are deals that fall outside of permissible
guidelines being automatically escalated
or rejected ensuring 100% compliance?
If any answer is: “No”
• Your deal margin is being eroded
•
Remember the 1% rule
• Adds or loses 12.3% in operating margin
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SAP PMM Pricing Suite
Increase Revenue & Profits with a Complete Pricing Lifecycle
Uncover opportunities to
improve profits
• Profit opportunity
identification, sizing,
and tracking
• Root cause analysis
• Actionable insights
and analysis
• Views for users of
all types
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Rapidly transition from
static to dynamic pricing
• Manage base prices,
list prices
• Set & manage deal
price & margin
guidance policies
• Manage approval
workflow rules
• Plan and analyze
strategic price moves
Align sales behavior to
corporate objectives
Negotiate better customer-specific pricing with
confidence from insights and embedded analytics
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Outline
•
What is “Price Management & Optimization”?
•
What are the Monetary Benefits for doing this?
•
Customer Successes – Case Studies
•
Next Steps
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High Value Pricing Opportunities in CPG
% of Achievable Revenue
1. Improved Deal Management:

Low End
High End
0.5%
1.0%
1.0%
2.0%
0. 5%
1.0%
0.25%
0.5%
Understand line-item and overall profitability when negotiating annual agreements/contracts
Understand margin impact of cost-to-serve elements
Optimized price guidance to drive better deals
Understand impact of trade promotion spend on deal profitability (especially fixed vs. variable spend)
Consistent process to ensure segment price differentials do not create gray markets




2. Improved Management of Trade Promotion Spend

Understand impact on profitability of products/product lines, customers, regions, markets, etc.
 Understand historic impact of trade spend on volume lift
 Management of trade spend to drive desired channel behavior and/or branding (i.e. end-cap displays, ads, etc.)
3. Better ability to rapidly adjust prices based on cost and/or competitive
retail price changes





Efficiently manage pricing of multiple SKU’s in SKU groups (i.e. SKU’s that are same except for color, flavor, etc.)
Capture and report competitive price (retail) data and use in price setting
Execute price changes within narrow windows of opportunity (i.e. first Best Food Day of month, annual contract
negotiation pre-scribed dates, etc.)
Manage prices and value proposition effectively in a world of competitors relentlessly focused on low-cost
manufacturing and corresponding price reductions
Structured rapid price list generation and publication
4. Reduce margin leakage







Adherence to structured segment-driven pricing and discount guidance for negotiated deals
Adherence to appropriate price list for pricing to small customers
Full awareness of cost-to-serve (including packaging, freight/delivery for DSD vs. DC, order size and frequency, valueadded services [labeling, palletizing], “customer” customization [color, flavor, package design], payment terms, etc.)
Full visibility to trade promotion spend as part of price waterfall and price negotiations
Reduction of rogue or “one off” deals/sales
Clear understanding of margin leakage by segment, customer, product
Effect “fix or flush” approach
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High Value Pricing Opportunities in CPG
% of Achievable Revenue
5. Improve cost recovery





Low End
High End
0.5%
1.0%
0.25%
0.5%
1.0%
1.75%
1.0%
3.0%
Awareness of margin impact of serving DSD (Direct Store Delivery) vs. DC’s (Distribution Centers)
Impact of packaging costs and fluctuations in such costs
Payment terms and payment experience impact on margin
Understanding of total landed cost as well as “peel-away” of costs back to manufacturing site
Impact of inbound and outbound fuel surcharges

Ability to pass such costs/charges on to customer
6. Improve product price life-cycle price management

Use of price and trade promotion spend to drive sales of new products

“new and improved for same price”

Combo deals/discounts to sell new product in conjunction with established/mature product
 Effective use of price to drive volume of older, declining products (that may be more profitable than new products)
 Strategic management of own product cannibalization via price and trade promotion spend
 Optimized sales mix of product line
7. Improved segment-level pricing



Utilize knowledge of channel/retailer margin requirements and POS (Point-of-Sale/retail price) data to optimize price to
segment
Capture value of added cost-to-serve smaller customers (i.e. payment terms)
Incorporate behavioral segmentation, in addition to channel/“retailer-type” segmentation
Expected Realizable Value*
*Percentages do not add up due to overlapping effect of pricing imperatives
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Outline
•
What is “Price Management & Optimization”?
•
What are the Monetary Benefits for doing this?
•
Next Steps
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#SAPFORUM
Rapid-Implementation Service for
SAP Price and Margin Management by Vendavo
(Pricing Dashboard and Analytics)
Easy to Start, Fast Return on Investment
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Easy to Start, Fast Return on Investment
As Low as:
Fastest time-to-value and low risk
190K*
Euro
Fixed price service offering
Includes license to SAP Price and Margin
Management, pricing dashboard and analytics
Foundation of your price management journey
Expandable to SAP Price and Margin Management
Proven RDS implementation methodology by SAP
Consulting
Benefit: 0.5 – 1.5% Return on Sales (ROS) Every Year!
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*for up to €500M in business unit revenue
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