MeMAP is an expense tracker used by Diageo, the world leader in Spirit business, for tracking the Middle East Hub’s (ME Hub) on-line Advertisement and Marketing Promotional (A&P) expenses. The ME Hub covers a vast geographical area ranging from Eastern European markets, Former Yugoslavia, North African markets, Lebanon, Cyprus, Malta, Syria, Jordan, entire Gulf region and stretches upto the South Asian countries including India, Srilanka, Bangladesh, Maldives and Bhutan.

Diageo is on SAP in majority of markets and several markets including those in the ME Hub have to align their systems and data processing with SAP.

Diageo’s way of Marketing and Brand building is very in-depth and involves careful analysis of consumer behaviour, likes, dislikes, passions, ambitions, need state, etc. The GAME (Goals-Activity-Measurement-Evaluation) plans are drawn every year keeping in mind all priority brands in the various markets.

ME Hub Management team have the responsibility to maintain GAME planning and spending under constant tracking and compare returns on investments. Learnings are recycled and GAME plans are constantly improved for better consumer and market understanding. MeMAP is an integrated A&P system that brings together the following for Diageo’s ME Hub:

• Budget warehouse

• Expense processing vis-à-vis SAP

• On-line evaluation and dynamic Reporting writing tool

Technologies used