This document discusses analytics for fast moving consumer goods companies. It describes how analytics can help FMCG manufacturers better understand changing consumer behavior by deriving predictive insights from consumer data. It provides examples of different types of analytics including customer analytics, marketing analytics, operational analytics, in-store operations analytics, supply chain analytics, and predictive analytics. It also summarizes two case studies, one describing how PepsiCo used consumer conversation analysis to develop their Bubly sparkling water brand, and another describing the successful "Share a Coke" marketing campaign run by Coca-Cola in Australia.

1. SRI DEDEEPYA NANDAMURI

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 Indian consumers are changing at a faster pace than expected.
 Today, FMCG manufacturers rely on consumers ‘pulling’ products through
the supply chain.
 They require a better understanding of consumer behavior and choices.
Consumers are well-informed about product information in particular,
promotions and price comparisons via the Internet which makes
predicting behavior very complex.
This is where business analytics plays a very important role:
 To derive predictive insights to enable competitive fact-based decisions.
 Armed with deeper insights into consumer behavior
 FMCG manufacturers will be able to direct R&D investment,
 improve the effectiveness of marketing and maximize supply chain
efficiencies.

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CUSTOMER ANALYTICS:
 Identify and target the right customers through effective customer
segmentation improve acquisition and conversions through personalized
offers - product, price, promotion, minimize churn and enhance customer
loyalty
 Retention and life time value through effective cross sell.
 Sell strategies by identifying the best combination of products and services
that align best with the customers' needs.
MARKETING ANALYTICS:
 It helps in Effective market and customer segmentation, Optimizing
marketing mix strategies
 Optimizing promotion and positioning, Cross channel synergies
 Maximize response rates through multi channel campaign effectiveness
while optimizing marketing spends, Improving customer experience and
maximizing profitability.
OPERATIONAL ANALYTICS:
 Operational Analytics outsourcing services help optimize resource
allocation, optimize sales force effectiveness, improve cash flows, optimize
spends and maximize profitability.

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• It helps to enhance profitability in their in-store operations by optimizing
product placement based on product associations at a store level,
forecasting to minimize out of stock, maximizing store revenue through
effective store performance and profitability analysis, and maximizing
profitability through customer conversion, preventive loss forecasting
models and optimum resource utilization.
SUPPLY CHAIN ANALYTICS:
• Market Equations helps organization to track and monitor key supply chain
performance measures, accurately forecast demand by optimizing inventory
levels and minimizing holding costs, optimize logistics and transportation
costs, optimizing sourcing and supplier performance, enhance customer
service levels and maximize profitability
PREDICTIVE ANALYTICS:
• It helps organizations build high quality predictive models to help
understand the customers propensity to buy/upgrade, develop LTV models,
predict churn, forecast demand assisting inventory planning and
replenishment and enhance revenue opportunities and profitability

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Challenge:
PepsiCo asked Black Swan Data to analyze consumer conversations at scale to
help define their next generation of product innovations. Specifically, PepsiCo
wanted to identify key opportunities within sparkling water conversations.
Approach:
• Robust data
• Exhaustive analysis
• Trend prediction
Results:
• Sparkling : ‘I want to replicate the carbonated sensation that’s intrinsic to my
drinking experience, but in a better for you form.’
• Transparency: Keep it clean, keep it simple.’
• Flavor and function: ‘I want my product to not only taste good, but deliver
specific functional benefits.
The Impact:
• Bubly – a new range of eight flavored, zero-calorie, sweetener-free sparkling
waters – was launched in the USA with a TV-ad during the 2018 Oscars.
• Within 12 months sales had exceeded $100m.
CASESTUDY-1:
BUBBLING UPA SPARKLING NEW DRINKS BRAND FOR PEPSICO

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Objectives:
(i) The first and primary objective was to increase their sales as it was the
summer period in Australia.
(ii) The second objective was engaging with its customers by talking to them
Strategies of Coca Cola ‘Share A Coke’ Campaign:
1. Multichannel Rollout
2.Encouraging participation creation of Online media campaign:
3.Connecting with the consumers at a personal level
4. Powerful Calls to Action in the campaign
Reasons for the success of “Share a Coke” Campaign:
1. The Brand personally connected with Consumers
2.Share a Coke’ had a powerful CTA
3. The Campaign is regularly updated
Moreover, this campaign taught us that social media can play a huge role to
make an impact and can be utilized in a customized manner to suit the needs
of the consumers as well as the company itself. The untold secret of this
campaign was that Coke connected it with its consumers at a personal level.
Case Study-2:
Coca Cola ‘Share A Coke’ Campaign