Ferrero
Ferrero, a global leader in the sweet packaged-food market, renowned for iconic brands like Nutella, Ferrero Rocher, Kinder, and Tic Tac.
Needs
Ferrero embarked on a major digital transformation to modernize its core systems and sales processes. This included migrating to SAP S/4HANA, implementing SAP C4C (Cloud for Customer) for enhanced CRM, developing a "Ferrero assortment portal," and equipping its 700 sales representatives across Impulse, Food Service, and GMS divisions with PC and Tablet solutions to manage sell-in and procurement for a diverse range of B2B customers (hotels, petrol stations, bakeries, and large retailers like Carrefour, Auchan).
Solution
The digital core was upgraded to SAP S/4HANA (FI/CO, SD, MM, PP). SAP Cloud for Customer (C4C - now part of SAP Sales Cloud & Service Cloud) was implemented for sales force automation and customer service. A custom "Ferrero assortment portal" was developed, likely leveraging SAP BTP Portal Service or a comparable technology, integrated with S/4HANA for real-time product and pricing information. Sales representatives were equipped with mobile solutions (tablets and PCs) running SAP Sales Cloud mobile applications or custom Fiori apps developed on SAP BTP, enabling them to manage sell-in, orders, and customer interactions effectively. SAP BTP Integration Suite ensured seamless data flow between S/4HANA, C4C, and the assortment portal. SAP Analytics Cloud (SAC) was deployed for sales performance analytics, customer insights, and demand forecasting.
Achievements
SAP S/4HANA Migration: Modernized ERP landscape with a successful migration to S/4HANA.
CRM Enhancement with SAP C4C: Implemented SAP Sales Cloud (C4C) for improved customer
relationship management and sales force automation.
Digital Assortment Portal: Launched a dedicated portal for B2B customers to browse assortments and place orders.
Sales Force Mobilization: Equipped 700 sales reps with PC and tablet solutions integrated with C4C and S/4HANA for efficient field operations.
Integrated Sales Ecosystem: Utilized SAP BTP to create a tightly integrated system across S/4HANA, C4C, and the assortment portal.
Advanced Sales Analytics: Deployed SAP Analytics Cloud (SAC) for real-time insights into sales performance across divisions and channels.
Benefits
Streamlined Operations: SAP S/4HANA provided a real-time, efficient core for all business operations.
Enhanced Customer Engagement: SAP C4C and the assortment portal improved interaction and service for B2B customers.
Empowered Sales Force: Mobile tools enabled sales reps to be more productive and responsive in the field.
Increased Sales Efficiency: Optimized sell-in and procurement processes for diverse B2B channels.
Data-Driven Sales Strategy: SAC provided actionable insights to optimize sales strategies, product assortments, and customer targeting for Impulse, Food Service, and GMS divisions.