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Integrated brand health dashboards for India’s oldest FMCG company

About Client

Founded in 1892, our client is one of India's oldest existing food and beverage company with an annual revenue of around 2 Billion USD as of 2020. The company sells brands of biscuits, breads and dairy products throughout India and in more than 60 countries across the world.

Objectives

  • Build an integrated Sales & Marketing dashboard for Senior Executives using internal and external data like primary sales, secondary sales, Syndicated Data (Nielsen), Media (TV GRPs) and Household panel data (Kantar).
  • Scope of work include understanding of various data streams, cleaning datasets and finally building a Business insights dashboard using Tableau
  • Through available KPI’s we captured the revenue and media trends at different levels, i.e., at the level of a company, geography and product.

Impact

  • The dashboard provides easy of access of information to senior management.
  • Quick decision making and turnaround time
  • Master data will be used for advanced analytics work like stock outs, sale trends analysis, ROIs estimation etc
  • Dashboards and insights on revenue and sales forecasting, GRP distributions, sub brand contributions at multiple levels
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