How an FMCG company uses AI-powered actionable recommendations for Competitive Advantage

2,808reports generated annually. 9 category and brand reports generated for 26 states
702man-hours saved in report analysis
3days - expedited timeframe for monthly report generation

Business Challenge

Lack of actionable recommendations due to manual data interpretation

This leading FMCG company tracks the market share performance for its flagship products. The performance is analyzed in comparison to its competitors at all-India and state levels using Nielsen research data. 

Every month the research team extracted and published data in their MIS system. The data was manually managed by the Market Insights team to analyze and create comprehensive reports. Many times the team would only share the MIS data in the form of excel spreadsheets, leaving the decision makers to interpret insights on their own. The team was constrained by time and lack of skills to carry out the reporting and analytics process. And this became evident when the business leadership team could not find answers for in-depth queries.

Also, the entire procedure of report creation was extremely tedious and time-consuming. Given the frequency and magnitude of data across 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, delays in understanding consumer behavior and demand, and thus affected the timely adjustment in market strategies of the business.

Issues Identified

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

This company is committed to helping people live healthy lives. For more than 125 years, they have innovated and introduced new products and technologies in nutrition, diagnostics, medical devices and branded generic pharmaceuticals for infants, children, and active adults among others. The company has a workforce of 99,000 employees serving customers in more than 150 countries of the world.

Consumer Products
Strategy | Marketing | Sales
Use Case
Nielsen Data Analysis & Market Share Report