In 2014, we started developing the Global A&P marketing expenses planning system for Phillips. A&P stands for advertising and promotion. Global – the plan is to implement the system in all Philips markets around the world. At this point, 7 European markets make use of the tool and each year we are bringing more on board.
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Melon has been working with Philips since 2003. Our team developed two main projects – ROFO (Rolling Forecast Planning Tool) and MPT (Marketing Planning Tool) – for the Domestic Appliances Division in the CEE markets. Now, Melon is developing a system for Philips Personal Health division for the rest of European markets. The Global A&P system is meant to consolidate and standardize the advertising and promotion planning process across all Philips markets.
Building the Global A&P business process has been an iterative process lead primarily by the Philips project owners, whereas each country/market planning process was evaluated and aligned to a central standard process. Melon provided continuous support and consultancy on optimizing the user interface and developing the most efficient technical solutions to support the standardized process and facilitate onboarding.
Three years later, with 7 markets onboard, the Global A&P tool has matured and implements an established planning workflow that is becoming the Philips way of working for the entire organization. Melon is providing continuous technical support, and regularly helping with monthly planning operations and data import/export to other Philips systems.
The Global A&P system is a web application which provides Excel-like user experience when working with financial data. It facilitates the A&P planning business process, forecasting cycle, and consolidated reporting. The planning sheets are the ultimate workspace for market users and financial controlling where they can work in a standardized format with an MS Excel user experience.
Planning and controlling have been done in MS Excel and consolidating, versioning and standardizing the information is a significant challenge in a global organization. Global A&P provides the solution by centralizing the data, standardizing the format, enforcing a planning process workflow, providing forecasting and comparison, and consolidated reporting using the same familiar user interface and direct export to MS Excel.