Decision Point Analytics

CMG Workstreams & Business Impact

Discussion Session
DP analytics enabling the CMG Centre of Excellence by facilitating ease of decision making
across all verticals of the team

7 Years
Revenue Growth & Margin
Customer Value Creation Executional Edge
Expansion

Quarterly Promo Planning JBP Support Monthly Reports &

and Analytics (Top 10 NKA Customers) Scorecards

Simulations & Share Customer & Bottler

Projections ABP/LRP Support
Engagements

DFR Spends Tracking & Competition Benchmarking

– Nielsen Deep Dives Fill Rate Analytics
Reimbursement Estimations
(MT Retail)

Ad-Hoc Opportunity Analysis Customer POS Analysis

(Railways EDS, McD POS, BB HH) Weekly Sales Report
(Retail, EB2C & Cinemas)
Journey 2021

NKA to CMG Kick Off E-Com Availability

E-Com E-RED
Development
Development

Transition in Analytics with

E-Com EDGE Development, Retail Actual Swiggy Report
Reckoners & Report
Grofers PFP Spend Realization Development
Detailing

BPPC Interventions & Share Big Basket

Jio eB2B POS CMG BP
Gain Strategy Penetration Study
Reporting

Railways Analysis &

Retail Promo Expansion Inox TOT Forecasting Development
 Reporting
Workstreams Frequency Description Audience

FBO 25% Calculation Monthly Retail FBO reimbursement estimation basis the volumes and customer mix Reliance, Large Retail, Finance

Primary & Finance CMG

Monthly Monthly Sales Performance Pivot of CMG CMG
Volumes

Cinema POS Ad-Hoc Multiplex level study of CCI beverages sold vs patrons On Premise

HRPL Analysis Ad-Hoc McD sales analysis covering pack shifts, delivery-based sales and opportunity On Premise

CMG Weekly with Sales performance reporting at Bottler x Vertical x Customer level for CMG 60. FBO Report separate.
Weekly CMG
Customer & Brand Playbook Level of detailing and Playbooks increased

Retail POS Playbook & Retailer level performance with State, BU, Brand details. CBO, FBO Report shared separately.
Monthly Reliance, Large Retail, Heads
Analysis Consists of 7-8 Retailers (Up from 5 Retailers in 2020)

E-Commerce POS Monthly Banner x Category performance for E-Commerce. Increased detailing and banners O2O, Heads

Market Share study for MT with Region x Pack x Brand and Competition details. Detailed Deck and
AC Nielsen Analysis Monthly Reliance, Large Retail, Heads
4 Classified - A Decision Point Document supporting Excel files included

Fill Rate performance at Customer x Brand view for each Unit along with Reasons for low FR. Playbook
Fill Rate Analysis Monthly CMG
and Analysis circulated, both CBO & FBO

CBO, FBO Retail PR Monthly CBO PR Analysis for Savings & FBO PR Amount Estimation Reliance, Large Retail, Finance

Legend
Existing with increased Scope
 Reporting
Workstreams Frequency Description Audience

Jio B2B POS Monthly Store level analysis of Jio B2B including comparison with Primary Sales Reliance

E-Com SKU Availability Twice a Week SKU Availability check across banners for various city pin codes to enable action on missing SKU's O2O, Heads

Monthly
Railways MER Analysis Passenger, Incidence study from Railways Monthly report with Zonal study and forecasting On Premise
(In Development)

Monthly
Swiggy Instamart Analysis Analysis of Swiggy Instamart data for Performance and Opportunity O2O
(In Development)

Customer Spends Monthly MoM Retail & E-com Customer wise Spends for CBO & FBO Finance

Online True Sales Report Monthly Estimation of actual sales through online medium for CCI O2O, CMG

NBV NSR Uploads Weekly Manual creation of NBV Sales data Genpact, NBV

Global Volume Monthly Global dashboard update for E-Com (B2B, B2C) banners, C&C, McD CCI Global

5 FBO Budget Sheet Monthly Creation

Classified of FBO
- A Decision Budget
Point Sheet
Document for Reliance & Large Retail for Volume & Promo tracking Retail, Large Retail

Jio B2B Week Volume Weekly Jio B2B SAP code level volumes on a weekly basis Reliance

Legend
New Workstream
Data File
SOW

Vertical Workstreams Frequency Description

AC Nielsen Analysis,
Category, Brand & Pack deep dives for 360 degree market level competition benchmarking; State wise
Dashboard & CBO/FBO Monthly
insights & opportunity identified & shared with the extended bottling teams
reports

Monthly Management Supporting the customer head & channel leads in their Top Management Strategy and Performance Business
Monthly
Review (support on data) update to CCI LT

Promo PR tracking
Monthly PR Comparison between Plan vs Raised to avoid higher spends and mitigate future spend deviations
(planned vs actuals)
Revenue
Generation
Retail Spends tracking &
& Estimation of the payout to FBO bottlers in Retail wherever the spends/MR has exceeded 25% to ensure cost
FBO 25% spends to MR Monthly
optimisation
tracking
Margin
Expansion
Consumer promo analytics to develop & analyse scenarios for quarterly promo plans to optimise spends.
Promotion planning &
Quarterly Modelling at 1800 customer x zone x SKU level combinations to simulate volume at different promotions,
scenario development
estimating the resultant NSR and Share gain to build & compare scenarios

Inox TOT Support Annual Analysis in TOT for Inox for long term Revenue generation and Customer-Client business

Data & analytics support

Annual Strategic enablers to deliver yearly growth quatified through data science backed techniques
on ABPs
SOW

Verticals Workstreams Frequency Description

Retail POS Analysis (Top 7-8) & Integrating the POS sales data received from top retailers to deveop comprehensive sales analysis & deep dives,
Monthly
CBO/FBO reports bottler wise deep dives & insights for each FBO bottler & HCCB

eB2C POS Share Analysis (Top 4) Monthly Category, State level deep dive for 360 Degree Market Level Feedback

Customer Value Jio eB2B POS Analysis Monthly Category, State level deep dive for 360 Degree Market Level Feedback along with Primary Comparison
Creation

Cinema POS Analysis (Top 3) &

Monthly Incidence analysis & bottler/property wise deep dives for the top 3 cinema chains with actionable insights
CBO/FBO reports

Data & analytics support on JBPs Strategic enablers to deliver yearly growth quantified through data science backed techniques. Customer
Annual
(top 14 customers) opportunity identification for improved relation and higher market throughput
SOW

Verticals Workstreams Frequency Description

Customer, Channel, Pack, Brand & Unit level analysis and opportunity identification for enhancing supply chain.
Fill Rate Analysis Monthly
Root cause analysis also included.

Customer, Channel, Zone, RM level reporting which involves integrating 17 distinct data sources every week and
Weekly Report (by every Wed) Weekly
ensuring consistency in data. Includes Vertical level customer details and two playbooks

Weekly volume achievement tracking vs plan, used in the weekly meetings by the customer head for discussions
Weekly tracking vs plan Weekly
with the channel leads
Executional Edge

Monthly Online Volume Monthly True E-Com Volume based on customer level online mix estimation along with GMV calculation based on P&L

Data & analytics support on

Quarterly Bottler wise Opportunity assessment basis various data points - Primary, POS, Fill Rate, Deep Red, Share
Bottler presentations
Gantt Chart

Workstreams Weekly Monthly Quarterly Annual Ad-hoc

Weekly Report for CMG Customers

Primary Pivots

AC Nielsen Analysis, Dashboard & CBO/FBO reports

Retail POS Analysis (Top 7) & CBO/FBO reports

eB2C POS Share Analysis (Top 4)

Cinema POS Analysis (Top 3) & CBO/FBO reports

Jio eB2B POS Analysis

Fill Rate Analysis

Promotion planning & scenario development – Retail, E-Com

Promo PR tracking (planned vs actuals)

Retail Spends tracking & FBO 25% spends to MR tracking

Data support on Bottler presentations

Data support in JBPs (Top 14 customers)

Top Level Analysis

Ad-Hoc Data Requests