How FMCG company uses AI-powered actionable recommendations for competitive advantage

Phrazor makes competition analysis easy with comprehensive market share reports using natural language & reporting automation.

The Impact
2,808 Reports generated annually. 9 category and brand reports generated for individual states.
702 Hours Of manual effort saved in report analysis.
03 Days time expedited for monthly report generation

Business Challenge

Lack of actionable recommendations due to manual data interpretation

The leading FMCG company tracks the market share performance of its three flagship products. The performance is analyzed in comparison to its competitors at an all-India and state levels, through Neilsen’s research data. Every month the research team extracts and publishes the data in their MIS system in the form of countless excel sheets and pivots.

The data would be manually managed by the marketing & analytics team to analyze and create comprehensive reports. At times the team would only share the MIS data in the form of excel sheets, leaving the decision-makers to interpret insights on their own. Due to time constraints, the analytics team lacked the aptitude for reporting & analysis. Nevertheless, initially, the entire process appeared to be inline from a top-line perspective but complications started arising when the business leadership team found itself unable to obtain answers to their in-depth queries.

This entire procedure of report creation was extremely tedious and time-consuming. Given the frequency and magnitude of data across three different products, at all-India and state levels, it became very strenuous for the team to deliver quality reports in the required time. The time lag caused the business leadership team to hold back on critical opportunities to improve product margins, understanding consumer behavior, and their perceptions which overall affected their market strategies.

Key Problems Identified:

  • The marketing & analytics team took a significant amount of time for report creation.
  • Unavailability of personalized reports for top management and other levels.
  • Difficulty in obtaining valuable insights at a granular level about the market and competitors.
  • Lack of customization leading to a restricted perspective on data visualizations.
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Company Overview

Established in 1910, one of the country’s oldest and fastest-growing FMCG companies offers a diverse range of science-based nutritional products for infants, children, and active adults among others.

Having a portfolio of 400+ products and being market leaders in the AI innovation space, the company was nonetheless highly dependent on hand-operated labor for their report writing processes.