SAP-Based Process Optimization in Marketing
The Klosterfrau Healthcare Group, a leading provider in the self-medication sector, is known for well-established products such as Klosterfrau Melissengeist, neo-angin®, and taxofit®. The company’s marketing department is now efficiently supported by an optimized, SAP-driven approval workflow for planning and releasing marketing activities.
Challenge: Smooth Management of Large Advertising Budgets
Klosterfrau’s customer base consists of private consumers who are reached through diverse marketing initiatives such as TV commercials, print ads, and pharmacy promotional materials. These campaigns require substantial budgets and intensive planning. Advertising budgets are traditionally one of the largest investment items in the consumer goods industry, demanding careful control and approval. The new approval process is designed to ensure optimal use of funds while meeting transparency and audit compliance requirements.
Objectives: Efficiency and Transparency in Budget Approval
The SAP-based approval system aims to make the release processes for marketing measures more transparent and efficient. Each year, product managers prepare specific budgets for brands like Taxofit, and individual marketing activities are reviewed and approved within predefined value limits. A precisely defined organizational model ensures that every employee is assigned clear areas of responsibility. Furthermore, Klosterfrau enforces a mandatory dual-control principle, guaranteeing audit-compliant approval of all activities. Additional reviewers are integrated into the SAP workflow to secure every approval level.
Example: TV Advertising for Taxofit
An example illustrates the process: For 2013, a TV campaign consisting of 100 spots was planned for the Taxofit brand. The assistant, Ms. Musterschmidt, enters the campaign into the system, which is then forwarded for review to Mr. Mustermüller and finally to the audit manager, Mr. Mustermann. After successful verification, the final approval is granted by Ms. Mustermeier, the product manager responsible for the Taxofit budget.
Technical Implementation: Approval via SAP BSP Workflows
Technically, the workflow is enabled through a Business Server Page (BSP) that sends approval requests from the SAP system to the relevant personnel. The corresponding email link leads to a password-protected web interface accessible only to authorized users. This application presents all approval data clearly and user-friendly, making the approval process fast and secure.
Budget Overview and Transparency at the Push of a Button
One of the key improvements of the new approval process is the real-time overview of the available marketing budget. Since marketing measures are mostly planned and booked long-term, product managers can now view the current budget status at any time. SAP ensures that all involved parties are continuously informed about new tasks, status changes, or queries. Depending on the hierarchical level, measures for the upcoming fiscal year can also be approved in advance.
Automated Processes for Rapid Decision-Making
The SAP workflow adapts flexibly to marketing requirements: For certain value thresholds, the system automatically escalates measures to higher hierarchy levels, such as the marketing director, and informs responsible parties of any shifts or cost changes. In case of rejection, all stakeholders are promptly notified, and the budget is released again. This keeps the budget overview always current and complete.
Conclusion: Optimized Approval Workflow as a Success Factor
Thanks to the new SAP-supported approval workflow, Klosterfrau benefits from efficient and audit-compliant management of its marketing budgets. The Klosterfrau Healthcare Group can implement marketing activities faster and allocate resources more precisely. This optimized workflow provides significant relief to the marketing team and ensures greater security and transparency through adherence to clear approval rules.
