SAP (Systems, Applications and Products in Data Processing) is a market and technology leader in client/server enterprise application software.
SAP delivers business solutions to more than 28,200 customers in more than 120 countries around the world.
With 12 million users, 100,600 installations, and more than 1,500 partners, SAP is the world's largest inter-enterprise software company and the world's third-largest independent software provider overall.
Situation in Focus:
SAP was preparing to launch its advertising campaign on the Russian Market in June 2005, utilizing existing strategies and suggestions. However, the top management at SAP had some reservations about the relevance and effectiveness in the choices of media, placements and timing. As the 2004 promotion had encountered certain limitations, the main challenge was to tailor the new campaign to reflect a more thorough understanding of business culture nuances inside Russian Federation. SAP wanted to achieve complete brand adaptation and media plan optimization, and to make sure that the budget allocations have been adequately aligned with media choices and types.
With a track record of successfully accomplishing acculturation projects within both B2B and B2C disciplines, Global Advertising Strategies has applied its marketing effectiveness and market entry methodology, with international segments in mind. After careful review of the demographic and psychographic data, as well as relying on Global's existing primary research of the Russian business market, Global was able to provide knowledgeable insight on the overall marketing strategies, considering its understanding of the Russian environment's nuances, and the agency's expertise and relationships with major Russian media outlets.
Objectives:
Build awareness and generate interest and buying considerations among the target audience of business decision makers in the Russian Federation. Assist SAP with proper selection of media, creative, and communications solutions vis-?-vis Russian Federation B2B markets.
Target Audience:
C-Level Executives of Large and mid -market Russian businesses
Industries and Sub-Industries:
Manufacturing (Metallurgy)
Banking
Information Technology
Transportation (Aviation and Railroads)
Energy (Oil & Gas)
Services Performed:
- Market Research and Consumer Preference Analysis: Russian C-Level psychographics, behavioral factors, and other region-specific business facets in the Russian Federation
- Overview and detailed evaluation of the existing marketing strategy and media planning revealed that the media plan has some misalignment with the existing budget allocations; some of the most effective media vehicles (like Business TV) were not used; the budget was not optimally allocated between vertical and business media.
- Copy editing and creation, recommendations for adhering to terminology used within specific industries of Russian business
- Impact Idea recommendations: unique integrated sponsorship opportunities - TV and online support
- Consulting on Russian market preferences and trends, competitive clipping
- PR recommendations: combining advertorial and editorial placements for maximum brand exposure
Outcome:
- Suggested and improved message communications, aligned with new creative selection, produced visible results and positioned SAP as a leading brand in a growing competitive CRM Solutions environment, as evidenced by sample survey data
- Global Advertising Strategies' review, as well as suggested unique creative solutions, was accepted by SAP and resulted in the consideration of sponsorship opportunities on RBC TV, the leading Russian business TV/Media channel, which provided a great response, as well as cross-industry brand recognition.
- The special creative sponsorship solution served as a catalyst for new trend initiation and opened a new channel in Global Advertising Strategies' and SAP's partnership, expanding the demographic to include business leaders for small and medium-sized businesses