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Beiersdorf Gains Better Insight Into Skin Care Market with SAP

January 26, 2015 by David Trites

For those of us living in the north, winter is here.  Days are shorter, temperatures are colder, and nasty weather is upon us. To make it through the season we pull out our winter clothes, throw an ice scraper in the car, and stock up on hot chocolate – but what do we do for our skin?

In the summer it’s all about SPF but in the winter we have to worry about cold dry air, bitter winds, and the sun. Without proper preparation, prevention, and maintenance our skin can suffer through several months of dry, flaky, chapped irritation. Luckily for our epidermis, the skin care experts at Beiersdorf produce great products like NIVEA, Eucerin, and Aquaphor to help us get through any type of weather.

Deep experience in dermatological science and research has been central to Beiersdorf’s success for more than 130 years. The company has more than 450 scientists in its Skin Research Center in Hamburg, making it one of the largest and most advanced skin research centers in the world. It is constantly testing and discovering the effects substances have on our skin and developing new and innovative products.

Staying close to the market, and in touch with consumers, is also a key element of Beierdorf’s business strategy. To stay competitive, the company has to identify and align to local consumer needs and react quickly to new market developments. That’s not an easy task when selling products in nearly every country around the world.

Beiersdorf brand managers need real-time insight into brand and product performance at both a broad and granular level. They also need to be able to track and compare their market share against the competition so they can quickly respond to market changes and threats.

To meet these needs, Beiersdorf chose to implement the SAP Demand Signal Management application powered by SAP HANA. With it, Beiersdorf was able to integrate approximately 400 market research databases across 10 product categories and 20 countries. This harmonization of data dramatically reduced the time delay between global and local market reporting. It also simplified the administration, reporting, and distribution of external market data throughout the company.

For Beiersdorf, manual, time-consuming, and error-prone market reporting is now a thing of the past. Brand managers now have real-time insight into local and global market share development, brand health, and overall market competition. In addition, the company achieved greater effectiveness across its business units, thanks to enterprise-wide use of market research data.

“With SAP Demand Signal Management powered by SAP HANA, we have achieved leading-edge analysis with more effective use of market data. It has helped us move beyond the logistics of gathering and cleansing data to analyzing the data, developing insights, and making effective, data-driven decisions.” Martin Böhm, Head of Market Intelligence & Information Management, Beiersdorf AG

Ultimately, everyone has different skin care needs during every season. But for those of us dealing with months of freezing temperatures, it’s nice to know Beiersdorf has our back – and the rest of our body parts – covered. So don’t get caught in the cold. Break out your favorite Beiersdorf products now and your skin will thank you.

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This story originally appeared on SAP Business Trends.

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