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In 1999, the popular chewing gum brand Wrigley decided to go in for a facelift in its IT processes and systems, and five years later the company succeeded in deploying SAP R/3 systems across all units.

However, not willing to rush into full-scale implementation, the company went into a phased introduction. The first phase in the years 2004-05 saw the deployment of web-based dashboards and sales reporting tools. The second phase, which will run into 2007, will focus on event marketing and analytics. The company is, however, taking care to strike a balance between a user-friendly approach and a rich functional experience of the system.

For further details on the CRM implementation, click here.