ERP IMPLEMENTATION IN

ARNAB KUMAR ROY (01) ABHILASH MOHANDAS (31) ABINASH NAYAK (34) NIKHIL VICHARE (60) ADITYA CHAOBAL (108) ROHAN DESAI (109)

ABOUT THE COMPANY

Largest media conglomerate in India

The company has 11 publishing centres, 15 printing centres and 55 sales offices and over 7000 employees

It has 5 dailies, including two of the largest in the country

with approx 4.3 million copies circulated daily, 2 lead magazines, 29 niche magazines reaching 2468 cities

and towns, 32 Radio Stations, 2 Television News

Channels, 1 Television Life Style Channel and turnover in excess of US $ 1 bn.

CHALLENGES

Dot Com Crash : In 2000, ad markets dwindled; demands from

ad customers were on the rise

Mounting pressure to increase productivity :

Approximately 9,000 ads and 400 pages a day were processed manually.

Reorganization of the local production sites posed a particular challenge, since 11 more or less autonomous production sites spread across the entire Indian subcontinent along with 52 ad offices. Advertisement, planning, editorial and prepress departments worked independently of each other.

Need for Business Intelligence Tool : Newspaper Industry

is very dynamic in terms of doing businesses. Therefore, need to be very quick in taking decisions and in realising what is being the impact of the marketing strategies.

TYPES OF ERP IMPLEMENTATIONS:

Comprehensive Ambitious implementation approach

Multiple sites Full functionality of ERP Independently evolved business process Scope and level of the business process reengineering is high Long deployment process based on module by module implementation.

Middle of the RoadMid way between comprehensive and vanilla

Multiple sites Implementation of only core ERP modules BPR level is significant, but not as extensive as the comprehensive process

Vanilla is the least ambitious One site

Small number of users (< 100) Core functionality only Alignment of company processes with the ERP process, means no BPR. $12M expected investment

STAGES OF IMPLEMENTATION
DATA MIGRATION CUSTOMIZATION
As-Is Deployment

Existing system to ERP

CONFIGURATION
System Operations

DATA MIGRATION PROCESS PREPARATION

Design & Modularity

Identify data
Determine migration timing Data templates Freeze toolset Migration related setups Data archiving policies

COMPLEXITIES IN IMPLEMENTATION

Decentralized Organization : Different Processes, Business Rules, Data Semantics and Authorization

Editorial & Advertising Managed separately

Production Legacy Based

ERP Integrating Media oriented workflow with Manufacturing Adoption of Standard Processes Loss of Competitive Advantage High Customization for ERP to be effective

EXPECTED BENEFITS

Clear Methodologies Streamlined Workflows Transparency

Back-office & Front-office integration

Cost Shorter Time-to-Market Transformation from Newspaper to Media Industry

PROJECT SCOPE

PROJECT SCOPE

Finance Module Advertisement Module E-Portal Module

Production Module
Marketing & CRM Module Sales & Distribution Module

FINANCE MODULE

PRODUCTION MODULE

MARKETING & CRM MODULE

Marketing

Marketing planning and budgeting - Reduce planning

costs by combining and coordinating all initiatives and resources across the organization

Campaign management - ERP can help in designing,

executing, coordinating and monitoring targeted marketing campaigns across all communications channels, including direct sales, call centres, mail, e-mail, fax, and the Internet

Co-ordination - Better co-ordination between marketing and

other departments like Finance, HR & production achieved

MARKETING & CRM MODULE

CRM
Lead

Generation support and feedback Service

Customer Customer

E-service Loyalty Programs

Analytics Advertising

MARKETING & CRM MODULE

USE OF SAP CRM

Need to integrate customer-centric processes with its existing business processes SAP CRM can help in implementing its customer Interaction center - every subscriber-related business activity such as complaints, queries, new orders, and address change will be captured The company can allocate these business activities to the respective back-office personnel based on the customer requirements

USE OF SAP CRM BUSINESS COMMUNICATIONS MANAGEMENT SOFTWARE

For an effective communication and customer Service SAP Business Communication management software provides an advanced all-IP communication solution Replaces traditional communications systems hardware with a software-based IP telephony solution - makes the staff's interactions with customers and partners more effective Intelligent routing ensures that customers reach the right people within the organization no matter what format - voice, e-mail, chat, text messaging, and fax

SAP Business Communications Management is preconfigured to integrate with the Interaction center functionality - a company can use the data in SAP CRM to identify a specific customer and route the customer's incoming contacts to the right employee

ADVERTISEMENT

E-PORTAL MODULE

SALES & DISTRIBUTION MODULE

KEY ELEMENTS OF STRATEGY

INTRINSIC
LONG TERM STRATEGY EXTRINSIC

INTRINSIC FACTORS

Resources (Money, infrastructure, team, etc) Overcoming resistance Support from top management

Training employees
Handle setbacks & persist Better & improved sharing of data

KEY ELEMENTS OF STRATEGY

EXTRINSIC FACTORS

Focus on customer needs Understand consumer behavior Reading habits

Target new segments, opportunities

Identify key customer satisfaction elements Reduce complaints

KEY STAKEHOLDERS

Organisation Customer Prospects

Clientele
Partners

REPORT GENERATION
ADVERTISEMENT TABLE PRODUCTION TABLE

Newspaper Table Articles Table Production Performance Table

DELIVERY TABLES
Supplier Details Table Vendor Paper Collection table Vendor Paper Return table Carrier Table

REPORT GENERATION
RM TABLES FINANCE TABLES

Accounts Payroll

table

Table

Sales

Table

E-Portal Table Campaign Management Table

ADVERTISEMENT TABLE
Regi on Size Customi zed Payme design Content nt Credit Limit

Ad_Type Days

Date

Rate

Used by
Sales and Marketing team Finance Team Production team

PRODUCTION TABLE

Newspaper table
Newspaper Edition Page number Page

Date

Articles table
Politics Regional News Editorial Internationa Financial Corporat l News News e News

Newspaper Date

Production Performance Table

Raw Material Date Manufacturing facility No of copies Printer efficiency Consumption Wastage/Return

DELIVERY TABLES

Supplier Details Table Supplier Tons Price

Date

Vendor Paper Collection table Route

Route

Vendor

Number of copies
Number of unsold copies

Accounts receivable
Account payable

Vendor Paper Return table Carrier Table Place Trader/Carrier Copies

Vendor

Date

RM TABLES
Advertise Number Date ment of hits Advertiseme Time of Page Client nt rate Stay

FINANCE TABLES

Accounts table
NAME CREDIT LIMIT PRESENT BALANCE

ID

Payroll Table
NAME

ID

REIMBURSEME PERFORMAN GRADE NT LOANS CE RATING

Sales Table
DATE ITEM QUANTITY SALES MODE SALEMAN ID DELIVERY DATE

VOUCHER

E PORTAL TABLE
DAT PAGE SECTI DURA RATE RATE OF E DAY TIME NO ON TION HITS OF ADV ARCHIVE

CAMPAIGN MANAGEMENT TABLE

DATE ID MOD E CHANNE BUDGET L AVAILABLE BUDGET USED SIZE OF MARKET TARGET % IMPROVEMENT IN SALES

MUSCOW
MUST HAVE

Real time Integration Integration with Advertising Workflow Data Warehousing & Mining

SHOULD HAVE

Access Across Modules Cross Functional Neutral Experts/ Consultants Competitor Analysis Tools Real Time Monitoring Tools (Tools like Google Earth) Integration with all medium (Mobile, Television etc.) Cloud Computing

COULD HAVE

WOULD HAVE

THE SOLUTION

SAP Classified Advertising Management (SAP ISM/AMC):

It is a commercial ad system an efficient billing and customer management system. It allows users to compose line ads and also insert value adds like spot colour and symbols. Classified Display ads can be uploaded. SAP ERP module takes care of the finances, controlling, inventory and all this kind of tasks.

ppi Media:
Highly automated, end-to-end workflow providing Ad Reservation, Ad Production, Ad Pagination, Page Planning, Page Assembly at local production sites and Page Production.` 120 print products are now planned centrally on the basis of templates and their production at local print sites is organized. All publishing systems have been integrated and the entire information managed in the central database in Mumbai.

PPI MODULES

Ad Reservation, AdDispo

Ad Production, AdMan
Ad Pagination, AdPag Page planning, PlanPag Page assembly Integration of editorial system, Q-Link

NETWORKED SITES FOR LOCAL

PRODUCTION OF DETAILED PAGES