FMCG
Fast-Moving Consumer Goods
VIVAAN Services provide access to the talent and
systems you need to innovate faster, keep ahead of
the competition, and deliver real business value.
Communicating with end consumers
Over the years, direct communications with end consumers has become essential for Fast Moving Consumer Goods (FMCG) companies and Consumer Products companies. On the one hand, consumers demand more product information, both from a health perspective and a responsibility and sustainability point of view. They want full clarity about how products are sourced (e.g. no child labor involved), and what they contain. On the other hand, FMCG companies feel the need to customize and personalize their products, so they are collecting as much data as they can – including data about retailers’ sales.
Advanced data analytics
Still, data offers so many more opportunities than most organizations are aware of. Of course, topics such as pricing strategy are well known, but their maturity could be improved dramatically by using advanced data analytics. For any aspect of Marketing & Sales, Manufacturing, Logistics, and Business Management and Support, whether it’s brand analysis or production planning, the possibilities are vast. Advanced data analytics combines all the available consumer data, internal and external (e.g. from retailers), structured and unstructured (e.g. from social media), rendering deep insights into the market
Competitor Intelligence and trade promotion
Other important areas for advanced data analytics within Marketing & Sales are e.g. Competitor Intelligence and Trade Promotion Effectiveness. Competitor Intelligence offers an overall view of the market positioning on individual product or category level. By combining internal data on sales and external data such as competitor pricing and positioning, opportunities to improve the market positioning vis-à-vis competitors are revealed which directly impact revenues. Trade Promotion Effectiveness focuses on evaluating the success of promotions and the drivers behind it. Additionally, the trade promotion planning is evaluated by closely monitoring the trade promotion spend, discounts and resulting sales increases.
Manufacturing and Logistics
In the field of Manufacturing, Asset Analytics can be used in advance to indicate when certain assets in the manufacturing process may need maintenance. For instance, for a certain FMCG company millions of products were continuously being produced and shipped to distribution centres around the globe. In order to improve the coverages and meet the set targets, the company needed insight into the drivers that most influence the coverage and eventually also the delivery in full and on time. We performed a detailed data analysis and extracted key insights, such as: good coverage is usually caused by slack in factory performance.
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