SAP CRM and SD Applications: Transforming operations in the CPG Industry

Arvapalli, Sreenu (2025) SAP CRM and SD Applications: Transforming operations in the CPG Industry. World Journal of Advanced Research and Reviews, 26 (1). pp. 3640-3651. ISSN 2581-9615

The Consumer-Packaged Goods (CPG) industry faces distinctive challenges in managing distribution networks, retailer relationships, and consumer engagement. SAP's Customer Relationship Management (CRM) and Sales and Distribution (SD) modules have become essential tools for CPG companies seeking operational improvements and competitive advantages. These integrated systems transform how businesses manage customer relationships, execute trade promotions, optimize order-to-cash processes, streamline route planning for perishable goods, and handle returns and claims. The seamless integration between these modules—particularly in master data synchronization, promotion flow-through, financial reconciliation, and analytics—creates a unified ecosystem that delivers measurable benefits across multiple operational dimensions. CPG manufacturers implementing these solutions experience significant improvements in order processing efficiency, promotional effectiveness, delivery performance, and customer satisfaction while reducing costs and enhancing profitability.