Marketing Analytics

How analytics is helping marketeers?

What is marketing?

 Marketing is the process of getting potential clients or

customers interested in your products and services
What is marketing Analytics??

 Marketing analytics is the practice of measuring,

managing, and analyzing marketing performance to
maximize its effectiveness and optimize return on
investment (ROI).
Why marketing analytics is important??

 Customer and market trends

 Monitoring trends over time
 Customer surveys
 Industry trends
 Product design
Types of Marketing Analytics tools

 Event based tools: MixPanel, Heap Analytics, Oribi, KissMetrics

 Testing tools: Optimizely, VWO(Visual Website Optimiser)
 Visual Behaviour tools: Hotzar, Crazzyegg
 Digital marketing analytics tools: Google Search Console, Google Analytics,
SEMrush, MozPro.
 Marketing Dashboard tools: Cyfe, Klipfoli.
Industry
SWOT ANALYSIS OF FMCG
STRENGTHS
 Low Operational Costs
 Established Distribution networks
 Presence of Well-known brands
 Great understanding of consumer
needs
OPPORTUNITIES
 Rise in income level of consumers
 Large domestic market
 Untapped rural market
 High consumer goods sending
WEAKNESS
 Lower scope of research into
technology
 Export level in country is low
 Counterfeit products
 Achieving economies of scale is
lower in small sectors
THREATS
 Removal of import restrictions
 Slowdown in rural demand
 Tax and regulatory structure
TOP FMCG COMPANIES

The top 5 FMCG companies in India that are responsible for keeping
over 1.3 billion Indians on their feet every day in 2022:
 
1. Hindustan Unilever Limited (HUL)
Market cap: Rs 530,455.47 Cr
2. ITC Limited
Market Cap: Rs 283,731.01 Cr
3. Nestlé India
Market Cap: Rs 174,433.87 Cr
4. Britannia Industries
Market cap: Rs 83,076.68 Cr
5. Marico
Market cap: Rs 66,091.62 Cr
 
Need of marketing analytics in the
FMCG industry?

 Competitive Industry.
 Taking Proactive Decisions
 Identifying trends, gaps, and opportunities in customer behaviour.
Market Share

Company Name Market Share(%)

ITC 14
HUL 12
Marico 5
Parle Agro 8
Nestlé 3
Key Drivers of Business in HUL

 Tea brands
 Fair and Lovely Lifebuoy
 Dove, Lakme, Lux, Clinic Plus, Ponds
 Pears, Vaseline, Sun silk, Closeup.
Growth Strategies of ITC

 A smart ecosystem with an Integrated Real-Time Operations Platform

continues to be deployed across the organisation, enabling next-generation
supply chains and smart manufacturing with digitally enabled factories.
 A new strategy of organisation within its foods division—that sells brands
such as Aashirvaad, Sunfeast, Bingo chips among others.
 As part of the change “empowered and integrated teams" have been formed to
focus on specific product markets.
Growth Strategies of HUL

 Unilever has now decided to structure its business portfolio into five segments
 Beauty and well-being
 Personal care
 Home care
 Nutrition and
 Ice cream.
 Three verticals — beauty and personal care, foods and refreshments, and home
care.
Key Drivers of Business in ITC

Creating Multiple Drivers of Growth

 ITC Hotels World’s Greenest Luxury Hotel Chain
 Paperboards & Packaging India’s Market Leader
 Agri Business Pioneer in Rural Transformation
 Information Technology Amongst the fastest growing in the mid-tier segment
 
Use Cases of Marketing Analytics in
FMCG
 Forecasting Analytics:
 Build knowledge of product group behaviors based on historical tendencies.
 Understand the effect of product forecast.
 Understand the forecasting accuracy leading to reductions in excess inventory,
 Better manpower utilization, lower expedite costs, and reduced stock-outs.
Increasing Customer Retention and
Loyalty

 Product Recommendations.
 Timely Promotions and Offers to upsell customers.
 Engagement and gamification.
 Provides a better idea of target customers.
 Improved targeting.
 Anticipating needs
 Lowers chances of risks and fraud.
References

 https://www.internetmarketingschool.co.in/marketing-analytics/
 https://www.researchgate.net/publication/
350877666_SWOT_Strength_Weakness_Opportunities_and_Threats_Analysis_of
_Fast_Moving_Consumer_Goods_FMCG_Industries_in_India