Why Moving SAP Workloads to Google Cloud is Beneficial for the Consumer Goods Industry

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Even before the COVID-19 pandemic struck, the consumer packaged goods (CPG) industry was facing disruption. Consumers have come to expect personalized and seamless experiences at every point in their relationship with a brand. Additionally, consumers are expecting CPG brands to meet rising standards for sustainability, social responsibility, and transparency. Business models are shifting as well. Direct-to-consumer and subscription models have been gaining ground on traditional business models. Add in the CPG industry’s ever-present pressure for wider profit margins and the effects of the global pandemic, and you get a perfect storm of disruption.
Leading CPG companies are responding to these changes by capitalizing on the potential of emerging technologies and leveraging the power of the cloud to create digital enterprises. In doing so, they can unlock value through reduced operational costs, faster innovation, improved marketing ROI, and greater transparency and sustainability—among other benefits. For businesses that run on SAP, accessing these benefits requires creating a digital enterprise with SAP at its heart.
What CPG can expect from SAP on Google Cloud
SAP drives core business processes across most enterprise functions in CPG companies, and modernizing these operations is step one in unlocking next-level data and analytics capabilities. Creating a digital enterprise with SAP at the core requires establishing a digital foundation on a cloud platform capable of supporting and optimizing SAP workloads well into the future. From there, CPG companies can leverage the combination of SAP data and additional data signals to support high-value use cases utilizing the advanced analytics capabilities of the cloud
For CPG companies, running a successful digital enterprise in this climate depends on the power of the cloud because of the unmatched agility, security, scale, and flexibility offered by cloud technologies. More and more, consumer brands are turning to Google Cloud to host their applications—including core enterprise applications such as SAP—to drive business agility and maximize the value of data through smart analytics and machine learning. Google Cloud establishes a digital foundation for SAP customers by simplifying SAP deployments and offering a suite of applications that integrates with and enhances SAP functionality. A Forrester study on the total economic value of Google Cloud for SAP customers found an average payback of less than six months and a total ROI of over 160%. By turning to Google Cloud to run their SAP systems, companies are able to:
- Maximize insights
CPG enterprise data is often fragmented across disparate systems. Google’s analytics tools including BigQuery and Looker allow businesses to connect customer, operational and business data at scale by unifying data from SAP systems with other Google data signals such as Ads, Maps, Shopping or Google Marketing Platform. This precious data is fully democratized, allowing for complex queries to be completed rapidly so companies can uncover and analyze insights and create an end-to-end view of the consumer and the business. - Create an intelligent organization
Google’s AI and machine learning capabilities allow businesses to create built-in intelligence. Instead of reacting to trends, they can accurately predict them. For marketing teams, this could be the ability to evaluate promotions and effectiveness of marketing spend. For forecasting, product quantities and restock timing can be better planned. Supply chain optimization can include external data sources to closely monitor inventory and eliminate stock outs. - Future-proof your business
Running SAP systems on Google Cloud creates an agile, secure and highly available environment that scales quickly as a business grows and as the CPG market evolves. A recent study conducted by IDC showed that SAP on Google Cloud deployments resulted in a 46% lower three-year cost of operations with 83% less frequent unplanned downtime and 56% more efficient IT teams. This frees IT resources to drive innovation and customer centricity. - Deliver on sustainability
Around the globe, consumers are becoming more and more demanding regarding sustainability. The impact of climate change and the abundance of plastic waste is only fueling this trend. Consumers are leaning into social signalling, and CPG companies are taking note. Sustainable IT is step #1, significantly advanced by moving applications to Google Cloud, the cleanest cloud in the industry. We’ve neutralized all of our carbon emissions since our founding in 1998 and matched 100% of our electricity consumption with renewable energy purchases since 2017. Google Cloud allows SAP enterprises to further drive sustainability compliance and business objectives with AI and ML tools that can drive down waste and provide real-time decision making power to support proactive green initiatives.
Rémy Cointreau is in high spirits after deploying SAP in the Google Cloud
Rémy Cointreau, a family-owned international maker of fine spirits, has products that can take up to one-hundred years to produce. But this long production cycle presents some unique challenges in today’s hyper-competitive premium beverage brands market. Since 1724, the company has been consumed with putting its customers first. In 2020, the company realized it was failing to capitalize on the benefits that the cloud can provide and began searching for a business partner that could help with this transformation.
Rémy Cointreau made the move to Google Cloud for many reasons. First, the company could connect its SAP backbone to key SaaS applications like Salesforce. This enabled the creation of a 360-view of data among its ecommerce platform, SAP, and Salesforce to deliver sophisticated customer experiences that reflect the heart of the brand. The Rémy Cointreau team quickly realized they now had the ability to be more agile in their finance, manufacturing, and supply chain functions with easy access to valuable SAP system data that drives decision-making. Sebastien Huet, the company’s CTO, explains: “Now that we’re fully deployed on Google Cloud Platform, anything is possible. We can pull data in from multiple sources via integration and analyze it in a matter of days. We don’t need a three-month project to see value.”
In today’s on-demand, omnichannel world, it’s not enough for CPG brands to understand their consumers. For companies like Rémy Cointreau, it is mission-critical that they anticipate consumer preferences and deliver personalized experiences. The winners will be the companies that can reduce time to insights by treating all their data as strategic assets, breaking down data silos to enable real-time business intelligence. With SAP on Google Cloud, CPGs are transforming consumer relationships and business outcomes.
Are you ready to change how your CPG brand operates? Check out this video and read the Google Cloud for SAP CPG customer white paper and ebook. Learn more about how your peers are leveraging SAP on Google Cloud to evolve their businesses.

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Migrating to the cloud can be complex, time consuming, and risky, especially when you have hundreds or thousands of existing workloads to move. Make your journey fast and smooth by planning ahead and using tried-and-true best practices. To help you get started, here’s a handy guide that outlines four basic phases of a successful cloud migration:
ASSESS: Identify your team, get an overview of your IT landscape, and decide which applications to move first.
PLAN: Choose one or more migration strategies, consider a streaming-based solution, and test your applications’ performance in the cloud.
MIGRATE: Use a phased, agile approach that allows you to revert to the on-premises configuration if necessary.
OPTIMIZE: Fine-tune your cloud environment to align usage with demand and implement capabilities like cost controls and governance tools.
Download this handy guide to get started and get a detailed checklist of key milestones on your journey to the cloud, ensuring that you complete every step and always know what’s next.
Airbus: Taking the flight to a brighter future with Google Cloud and Google Workplace

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“Any device, anytime, anywhere.” A cohort of CIOs within Airbus believed that the cloud, combined with new ways of working, could provide the foundation for this vision. Google Workspace and Google Cloud have played a pivotal role in helping Airbus realize this new path, transforming security, data management, and collaboration along the way.

Adopting a secure-by-design approach
In adopting Google Workspace and Google Cloud Airbus needed to ensure a robust, zero-trust security model that works across the entire organization, even when employees are working outside the office. Google Workspace provides a single login that enables secure access to data, based on device and user information, as well as contextual inputs that inform the security risk of each login and user action. Airbus admins also use Google Workspace to define trust rules that govern what information and files can be shared within and outside the organization, making it easy for employees to comply with best practices from anywhere.
Encryption also plays a central role in keeping information secure and private. By default, Google Workspace uses the latest cryptographic standards to encrypt all data at rest and in transit. Google Workspace also offers client-side encryption, which Airbus uses for their most sensitive projects, giving them authoritative control over their data as the sole owner of their encryption keys.
And to ensure the organization is protected against hackers, Airbus has implemented sharding as a standard practice, thereby splitting data across multiple servers and data centers. Because the company works with incredibly sensitive information—including government and military information—the ability to locate data all within European data centers continues to be a necessity.
Powerful data management
Managing an enormous volume and variety of data, Airbus needs to ensure complete compliance with internal policies, as well as with external standards, like the General Data Protection Regulation (GDPR). Given this context, Airbus requires a solution that has strong built-in governance controls. Airbus also leverages the Drive labels feature, along with manual classification, to ensure that every file added to Google Drive is tagged and labeled correctly. In turn, these labels define the loss-prevention policies assigned to each file.
Staying connected during the pandemic
Before the pandemic, nearly every employee spent their workdays at an Airbus facility. When remote work became mandatory, the company made the pivot to Google Chat and Google Meet as an essential part of supporting real-time and asynchronous collaboration. Gmail also played a significant role in secure, anywhere-anytime communication, with its built-in anti-spam and anti-malware protections. Customizable filters let administrators protect against suspicious attachments, untrustworthy links, and countless other forms of malicious content. While Gmail blocks more than 99.9% of spam and phishing messages from ever reaching users’ inboxes, more advanced security measures like sandboxing can be put in place for specific use cases.
Protecting more than just data
Google Cloud’s sustainability efforts are as equally important to Airbus as data security. Google Cloud has been working to keep its climate footprint and those who use its services as low as possible, with all of Google currently carbon neutral and with a goal to run on carbon-free energy 24/7 at all of our data centers by 2030. And with our smarter, more efficient data centers, we’re already on that path with more than six times the computing power for the same amount of electrical power we used 5 years ago.
Building the future of work
By combining Google Workspace with Google Cloud, Airbus has been able to live up to its vision of “any device, anytime, anywhere.” The new model is a core foundation for its evolving future of work. Not only has Airbus adopted a zero-trust model across the organization, it’s also transformed how data is secured, managed, and accessed by employees working across a broad range of locations. The new flexible approach has also led to changes in how collaboration happens. Google is deeply gratified to have supported Airbus as they implement these changes and we continue to be proud that we’re running the cleanest cloud in the industry.
Want to learn more about how Google Workspace helps businesses like yours do more while keeping your data secure? Read this whitepaper to find out about our zero-trust model and other ways we protect organizations.
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How Google’s Customer Data Platform Helps Retail Brands Offer Data-driven , Personalized CX
Retail companies need customer insights to deliver personalized experiences that impact revenue generation and cost savings. Watch how Google Cloud’s customer data platform helps brands integrate and build holistic view of data in silos to drive marketing and customer service success.
Google’s Latest ‘Carbon Footprint’ can Flag Users about Carbon Emission Levels from their Cloud Usage

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Google Cloud is proud to support our customers with the cleanest cloud in the industry. For the past four years, we’ve matched 100% of our electricity use with renewable energy purchases, and we were the first company of our size to commit going even further by running on carbon-free energy 24/7 by 2030. As we work to achieve 24/7 carbon-free energy, we help you take immediate action to decarbonize your digital applications and infrastructure. We’re also working with our customers across every industry to develop new solutions for the unique climate change challenges that organizations face. Today, we’re excited to expand our portfolio of carbon-free solutions and announce new partnerships that will help every company build a more sustainable future.
First, we’re launching Carbon Footprint, a new product that provides customers with the gross carbon emissions associated with their Google Cloud Platform usage. Now available to every GCP user for free in the Cloud Console, this tool helps you measure, track and report on the gross carbon emissions associated with the electricity of your cloud usage. Of course, the net operational emissions associated with your Google Cloud usage is still zero. With growing requirements for Environmental Social and Governance (ESG) reporting, companies are looking for ways to show their employees, boards and customers their progress against climate targets. Using Carbon Footprint, you have access to the gross energy related emissions data you need for internal carbon inventories and external carbon disclosures, with one click.
Built in collaboration with customers like Atos, Etsy, HSBC, L’Oréal, Salesforce, Thoughtworks and Twitter, our Carbon Footprint reporting introduces a new standard of transparency to support you in meeting your climate goals. You can monitor your gross cloud emissions over time, by project, by product and by region, giving IT teams and developers metrics that can help them reduce their carbon footprint. Our detailed calculation methodology is published so that auditors and reporting teams can verify that their cloud emissions data meets GHG Protocol guidance.

“The power of knowledge combined with the power of technology innovation plays a vital role in proactively responding to the climate crisis we are facing. With Google Carbon Footprint reporting, Atos feeds emissions data in our Decarbonization Data Platform, demonstrating potential emissions reductions from the Google Cloud Platform to our customers. This reporting opens up new levels of emissions transparency, trajectory planning, and data insight to support our customers in meeting, and potentially accelerating towards, their climate goals.”—Nourdine Bihmane, Head of Decarbonization Business Line, Atos
“The capability to measure and understand the environmental footprint of our Public Cloud usage is among the key axis of our sustainable tech roadmap. With Google Cloud Carbon Footprint, we are now able to directly follow the impact of our sustainable infrastructure approach and architecture principles.”—Hervé DUMAS, Sustainability IT Director, L’Oreal
While digital infrastructure emissions are just one part of your environmental footprint, accurately accounting for IT carbon emissions is necessary to measure progress against the carbon reduction targets required to avert the worst consequences of climate change. To help you account for emissions beyond our cloud and across your organization, we’re excited to partner with Salesforce Sustainability Cloud, integrating our Google Cloud Platform emissions data into their carbon accounting platform.
“As we face unprecedented climate challenges, companies across the globe need to embed sustainability into the core of their business in order to meet growing customer and stakeholder expectations, and reduce their environmental impact. Together, Google Cloud and Salesforce Sustainability Cloud can help our joint customers accelerate their path to Net Zero, leveraging data-driven insights and visualizations to track and reduce their carbon emissions to drive sustainable change.”—Ari Alexander, GM of Salesforce Sustainability Cloud.
From information to action
With the gross energy-related emissions footprint of data associated with your Google Cloud usage now available, we’re committed to providing tools to not only measure your carbon footprint, but help you reduce it. We recently launched low-carbon region icons to help you choose cleaner regions to locate your Google Cloud resources. New users who see the icons are over 50% more likely to choose clean regions over others, ensuring their applications emit less carbon over time.
For current Google Cloud users, we’re pleased to announce that Active Assist Recommender will include a new sustainability impact category, extending its original core pillars of cost, performance, security, and manageability. Starting with the Unattended Project Recommender, you’ll soon be able to estimate the gross carbon emissions you’ll save by removing your idle resources. Unattended Project Recommender uses machine learning to identify, with a high degree of confidence, projects that are likely abandoned based on API and networking activity, billing, usage of cloud services, and other signals, and provides actionable recommendations on how to remediate those abandoned projects. By deleting these projects, not only can you reduce costs and mitigate security risks, but you can also reduce your carbon emissions. In August, Active Assist analyzed the aggregate data from all customers across our platform, and over 600,000 gross kgCo2e was associated with projects that it recommended for cleanup or reclamation. If customers deleted these projects they would significantly reduce future gross carbon emissions. Check out this blog to learn more about Active Assist.

Solutions for climate resilience
Many of our customers face difficult questions about how their business impacts the natural environment today, and how it will be affected by climate change in the future. Answering these questions requires rich datasets about the planet, better analytics tools and smarter models to predict potential outcomes. For over a decade Google Earth Engine has supported scientists and developers with hyperscale computing power and the world’s largest catalog of satellite image data. Today, we are delighted to announce the preview of Earth Engine as part of Google Cloud Platform. Now, you can access Earth Engine and combine it with other geospatial-enabled products like BigQuery. By extending Earth Engine’s powerful platform to enterprises through Google Cloud, we are bringing the best of Google together.
Over the past year we’ve worked with a number of organizations to use Earth Engine technology with tools like BigQuery and the Cloud AI Platform to develop new solutions for responsible commodity sourcing, sustainable land management and carbon emissions reduction. Earth Engine enables companies to track, monitor and predict changes in the Earth’s surface due to extreme weather events or human-caused activities, thus helping them save on operational costs, mitigate and better manage risks, and become more resilient to climate change threats. This new offering will wrap the unique data, insights and functionality of Earth Engine with a fully-managed, enterprise-grade experience and reliability.

As we work with our customers to accelerate their sustainability initiatives, earth observation data is proving critical to effectively plan for the long-term impacts of climate change. To extend our geospatial and sustainability use cases we’re also expanding our partnerships with CARTO, Climate Engine, Geotab, NGIS, and Planet to bring their data and core applications to Google Cloud.
These partners will each make their existing platforms and datasets available globally on Google Cloud, giving you low-latency and reliable access to critical data and applications that will inform your sustainability initiatives. By integrating water availability, agricultural data, weather risks, and extensive daily satellite imagery into Earth Engine and BigQuery, you can achieve more ambitious goals for the sustainability of your business and our planet.
Committing to help you meet your climate goals
With each of these tools, we’re working to reduce the barriers you face in adopting more sustainable technology practices. We understand that building more sustainable applications and infrastructure is not easy. You face competing priorities, technical challenges, and the perception that climate action is costly.
It doesn’t have to be this way. Today, we are making a sustainability pledge to you: teams across Google Cloud are committing to eliminating the barriers you face in building a more sustainable digital future for your organization, and will help you take action today to realize your climate goals. We’ll do this in a number of ways:
- In digital transformation projects and workshops, sustainability teams will always have a seat at the planning table, so we can work together on using cloud technology to build a more sustainable future.
- We’re putting low-carbon signals natively into our products to help developers choose more sustainable options early in their application development.
- We’ll ensure carbon impact is measured consistently with other key performance indicators. Leveraging the social cost of carbon, the ROI models and value assessments you conduct with Google Cloud will project your emissions impact too.
- We’ll be transparent about our carbon impact, by publishing third-party reviewed reports and methodologies, so you can trust the data for your own reports and disclosures.
- We’ll continue to work with the industry on best practices, including educational resources like Sustainable IT – Decoded, a new masterclass created in partnership with Intel, that shares the expertise of sustainability thought leaders.
For the next decade we need to work together to avert the worst consequences of climate change. We’ve made tremendous progress in building technology that helps everyone do more for the planet, and we’re excited to see what you do with it. Visit this page to learn more about Google Cloud’s sustainability efforts.
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Pharma Firm Drives 80% Improvement in Speed with SAP on Google Cloud
FFF Enterprises is a leading supplier of critical-care biopharmaceuticals, plasma products, and vaccines. Their passion for patient safety and product efficacy drives their mission of Helping Healthcare Care.
For FFF Enterprises if they have to focus on ERP infrastructure, that takes away from getting products to patents. Learn why FFF Enterprises chose to deploy SAP on Google Cloud and drove an 80% improvement in speed for their SAP environment at a lower cost.
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