Uplifted retailers performance for CPG division of pharma company using analytics
Overview
Our client, one of the world’s leading pharmaceutical and healthcare companies, wanted to analyze the performance of its large retailer base in India.
The client wanted to get the insights on retailers to resolve the following objectives:
- Understand customer behavior at retailer outlets to enable targeted and timely engagement.
- Increase the assortment of products at the retailer outlets.
- Build an action plan for the small retailers who are not contributing to the top-line.
TransOrg developed solution on retailer segmentation by using advanced analytics and statistical clustering techniques and created integrated dashboards to create a single retailer view. Made 1000+ metrics corresponding to monthly brand-wise/category-wise sales and value, brand breadth, ratios, categorical totals etc.
Solution
To build the solution, TransOrg analyzed approximately 80,000 retailers from 6 major cities of India generating over 11.5 million transactions and a total revenue of 570 crore rupees during the period of last 10 months.
Data inputs used for the analysis:
- 7 tables for items/products
- 5 tables for geography
- Direct and indirect channel invoices
- Retailer master and sale
- Distributor dump, values, volumes and closing stock
Statistical clustering of retailers into 10 segments was done based on factors such as sales contribution, re-order frequency, inventory levels, SKU range, category depth and metro/rural location. Further analysis of each cluster and retailer was done across 1000+ metrics corresponding to monthly brand-wise/category-wise sales and value, brand breadth, ratios, categorical totals etc.
Impacts
Targeted campaigns to increase category penetration
Improved channel ROIs and sales of high margin products by each retailer
In-depth understanding of most profitable retailers across geographies and categories for better decision making
Better relationship management with retailers
Identified highly affluent regions for focused sales efforts
