CONTROLLERSHI

P& P&L
SIMULATION
DISCUSSION
October 2022
TOPIC OF CONTENT

• Background and Objectives - P&L Simulation

• Solution Approach

• Demo – Insights Hub

BACKGROUND AND OBJECTIVES – P&L SIMULATION
Background
• Current P&L simulation process is highly manual
• Excel based process that is time consuming and done
category by category
• Complex manual process with multiple personas
including sales, marketing, NPD, etc. providing rate and
other inputs to the simulation over the course of the
year
• Current SAC based implementation piloting in UK not
aligned with LATAM needs – visualization, costs,
timeline
Objectives
Develop Capability to automate simulation process
• Ability to import required data from the SAP IBP platform for the base
forecast
• Ability to import all driver data (e.g., rates, promo data, new products,
etc.) and provide automatic simulations
• Better visualization capabilities and user experience
• Being able to simulate monthly as well as month end –X
• Lay the foundation for more advanced features
Scope: All LA regions, starting with WACAM
Target Personas: FP&A Planner, Others
SOLUTION OPTIONS
Time/Ease of Flexibility/ Aligned with
Description Functional Fit
Implementation Scalability Enterprise Arch
Cost

1
• Leverage
packaged
Packaged Software software such
as Anaplan to High High High Low High
Based develop the
required
capabilities

2
• Built customer
solution within
existing
technology High Medium High Medium Medium
Custom stack leveraging
open-source
software
EXAMPLE APPROCH FOR P&L SIMULATION
Design
• Analyze personas, business
needs , processes and key gaps
• Analyze base and incremental
data sources and format
• Develop requirements for
“light” data foundation to
acquire, cleanse, integrate and
harmonize
• Establish business & calculation
logic for simulation
• Develop dashboard
requirements
• Define rollout plan
Phase 1 – Automate P&L
Simulation
• Develop technical architecture
• Implement “light” data
foundation to acquire, cleanse,
harmonize & integrate required
data across multiple sources
• Implement simulation logic
• Develop automated persona-
based dashboards with drill-
down capabilities
• Start with WACAM and rollout
to other countries
Future scope
Phase 2 – Diagnostic and
Predictive
• Embedded predictive
models for P&L forecasting
at aggregate & desired
detailed level
• AI & ML driven automatic
alerts and push-reports on
anomalies
• NLP/NLG driven auto-
generated commentary for
Exec and Board decks
DEMO

• Insights Hub Demo

• Controllership Example – Global Marketing Allocation & Control

• Anaplan based P&L Simulation Demo

CONTROLLERSHIP EXAMPLE
 Marketing Resource Prioritization & Allocation
Controllership Case Study
What is the customer
problem this offering
is solving?
• Marketing investment decisions are
made by tribal knowledge and art
• Market studies /returns on
historical marketing investments
are not considered for decision
making
• Current state of analysis &
modeling are performed on excel
and is manual intensive with a high
level of time spent on extraction of
data, data manipulation and
processing
• Manual linkage of several data sets
adding complexity and time for
model updates/refreshes
• Manual intervention to assign data
dimensions leading to potential
assignment errors
• Need for broader tool availability
and scenario selection capabilities
Where have we done
this before?
The Coca Cola Company
What is our idea /
offering and what is
unique about it?
• Build a robust scoring model on
digital platform powered by data
base housing heterogeneous data
and business logic calculations
• Common Framework/approach to
portfolio prioritization and resource
allocation
• Work flow system for allocation of
resources and interaction
• Scenario tool/simulation
capabilities which will enable the
category leads, marketing finance
and country presidents/leads to
jointly arrive at a precise and
profitable decision
Who’s the key buyer
of this offering?
• Marketing Finance Organization
• Category and Brand Leadership
• Operating /Business Units
What Business
Outcomes /
Measurable KPIs / Quick wins
this can deliver?
• Prioritize categories, brands and
markets based on defined
parameters and scenario weighting
• Align investment behind strategy
and embed data driven decision
making into key routines
• Analysis used by multiple
stakeholders and incorporated into
Long Range Planning , Annual
Business Plan and Rolling Estimate
routines.
• Help to drive GP improvement
based on historical results of media
allocation optimization
• Make the process efficient with
globally scaled tools (reduced tech
stack and cost to serve)
Key Customer Dependencies &
Risks?
• Data Access
• Business support
• Technology Solutions (implementation)
What is Genpact’s What other options
differentiation in are available to
delivering this offering? customer in solving this
problem?
• Reduction of manual efforts
• Accurate data across categories and Excel Spreadsheets
markets
• Self service tool
• Governance effectiveness
• End to end automation of data
extraction, report outputs and
standardization
• Scalable models/tool used by
Global and Market levels
• Reduction of manual/ no value add
activities
• Speed to insights and faster
analysis/decisions for stakeholders
Ball park pricing
range?
~$1M for an analytics assessment &
Solution
APPROVED BUSINESS CASE
SCREEN SHOTS

Comparative View: Decision making, Recommendations and Flagging

Information is a SharePoint link which provides the details of the tool calculations logics and datasets
Feedback is a smart form which offers users to provide feedbacks and new requests on the tool
11
 SCREEN SHOTS

Comparative View: Decision making, Recommendations and Flagging

Information is a SharePoint link which provides the details of the tool calculations logics and datasets
Feedback is a smart form which offers users to provide feedbacks and new requests on the tool
12
THANK YOU