Business Situation:

The sales representative, dedicated to selling and distributing products for a leading CPG company are currently facing a dilemma as to how to
boost store purchase based on SKU recommendations
Currently, the SKU recommendations are based on sales representative intuition and is left to their judgment
The Task:
Evaluate the buying behavior of each store based on this recommend the next best SKU for this store to purchase by looking at buying
behavior of other similar stores.
Framework:
Analytics in Action
Boosting store sales by recommending the right SKUs to cross-
sell/up-sell in the right quantity
Client: A Leading CPG company
Define & Build outlet
segments
Recommend Next
Best SKU
Recommend Qty. for
Next Best SKU
Evaluate the stores historic
buying patterns to shortlist the
most relevant variables for
segmentation
The Result:
Developed an intelligent suggested order system which helped the sales representative increase the order size of the outlet by cross-selling
& up-selling the right SKUs in the right quantity
Evaluate historic
buying patterns
Segment stores into the
distinctive & actionable
segment
Shortlist the top 5 SKUs for each
segment. For each outlet,
identify SKUs (from the above
list) which have not been
purchased in the P3M or which
have been purchased in
inadequate quantities
Build an optimization routine by
applying multiple constraints
(like size of the outlet, overall
revenue generated etc.) to
recommend the optimal qty. for
each of the Next Best SKU
YOUR PARTNER FOR
DATA ANALYTI CS SERVI CES
MANAGEMENT TEAM
GLOBAL EXPERIENCE.
PROVEN RESULTS.
Roy K. Cherian
CEO
Roy has over 20 years of rich experience in marketing, advertising and media
in organizations like Nestle India, United Breweries, FCB and Feedback
Ventures. He holds an MBA fromIIMAhmedabad.
Anunay Gupta, PhD
COO &Head of Analytics
Anunay has over 15 years of experience, with a significant portion focused
on Analytics in Consumer Finance. In his last assignment at Citigroup, he was
responsible for all Decision Management functions for the US Cards
portfolio of Citigroup, covering approx $150B in assets. Anunay holds an
MBA in Finance fromNYU Stern School of Business.
Greg Ferdinand
EVP, Business Development
Greg has over 20 years of experience in global marketing, strategic planning,
business development and analytics at Dell, Capital One and AT&T. He has
successfully developed and embedded analytic-driven programs into a
variety of go-to-market, customer and operational functions. Greg holds an
MBA fromNYU Stern School of Business
Kakul Paul
Business Head, CPG & Retail
Kakul has over 8 years of experience within the CPG industry. She was
previously part of the Analytics practice as WNS, leading analytic initiatives
for top Fortune 50 clients globally. She has extensive experience in what
drives Consumer purchase behavior, market mix modeling, pricing &
promotion analytics, etc. Kakul has an MBA fromIIMAhmedabad.
ADVANCED ANALYTICAL SOLUTIONS
MARKETELLIGENT, INC.
80 Broad Street, 5th Floor, New York, NY 10004
1.212.837.7827 (o) 1.208.439.5551 (fax) info@marketelligent.com
CONTACT
www.marketelligent.com
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