CPG & Retail

1. Which are the customers that are most likely to do business with us?
2. What are their unfulfilled needs?
3. What makes them value our product/service?
4. What are the key distinguishing characteristics of this strategic group?

1. What are the strategic customer groups that my brand should pursue based on needs?
2. What specific needs of these prospect groups do my brand/line variants address?
3. What are the specific prospect groups within the overall strategic group?
4. What is cannibalization and growth opportunity that exists?

1. How do the different equity themes impact one another?
2. What is the hierarchy in which the equity themes impact purchase decision?
3. Can I quantify the impact on purchase decision if the equity levers are impacted upon?

1. How do different equity themes in a product category evolve over time?
2. Which countries globally are in what stage of equity evolution?
3. How can I specifically position product introductions in a country in line with such evolution timetable?

1. What equity pathways are used by different brands in my portfolio?
2. What is the cannibalization? Are multiple brands targeting the same equity pathway?
3. How can I differentiate my brand pathway vs. that used by the competition brand?
4. Does my brand follow the same equity pathway globally or are there any deviations?

1. What will be the impact on revenue & profit if we raise / drop price on a particular product?
2. What will be the impact on my revenue & profit if my competitor raises / drops price on his products?
3. What price reduction will need to be made to regain lost market share post a competitive price drop?

1. Which products do we need to mark down to incentivize sales increase ? Also , which products should not be marked down?
2. Are marked down products cannibalizing other similar product sales ?
3. Do we have leakage in our markdown strategy i.e. products that have excessive markdowns ?

1. At what pricing threshold do the sales substantially increase/decrease?
2. What are the pricing corridors that allow me to operate with a stable market share?

1. How can I model my pricing and sales using my historical data to test future pricing actions and its impact real time?

1. What is the ROI of sales incentive program? Does it add to incremental sales?
2. What are the attributes of a successful incentive?
3. What is the ideal sales target for an incentive to avoid a target too low (unnecessary pay-outs) or a target too high (low participation)?

1. How to increase sales rep activity?
2. How to increase average bill value?
3. Which products are good candidates for cross-sell?
4. Are the new rep training and on-boarding programs adding any value in terms of incremental sales?

1. Identify the customers that are most likely candidates for cross-sell/Up-sell?
2. Identify customers that are most likely to respond positively to a marketing campaign?

Visually depict sales trends and comparisons across several dimensions:
1. Product categories
2. Geographies
3. Store type
4. Store age
5. Store size

….with key comparatives versus:
1. Same period last year for comp stores
2. Same period this year across locations etc.

1. What are the key drivers of successful concept ideas?
2. Are there specific country level differences between these drivers?
3. Can these insights be used to create concept ideas that have high probability of global success?

1. What promotions successfully lift sales to create profits?
2. Which category is best promoted at what time of the year?
3. What kind of promotions work well in different categories?
4. What is the lead/lag time in a promotion and how does it impact my inventory optimization efforts

1. What products initiate cross-buying to increase total category sales?
2. What products constitute the market-basket of my target consumers leading to higher total category profit?

1. Who are the ideal customers for cross-sell & up-sell?
2. What is the ROI of my different campaigns?
3. What is the ideal Offer * Channel * Customer-segment combination in my direct marketing efforts?

1. How to bring data to life using smart visuals?
2. How to see the most relevant KPIs in a dynamic, interactive dashboard?

1. Which marketing medium is contributing the most to ROI?
2. How to right allocate marketing spends to optimize results?
3. How does spend on 1 marketing medium (E.g. TV Ad GRPs) impact the efficacy of spend on another marketing medium (E.g. Trade Spends)?

1. What is the carrying capacity/ potential of a particular location?
2. Would it be feasible to set up a retail unit , given current & projected competitive presence?

1. Does store size have an impact on store profitability? If yes, what is the ideal store size for a given locality?
2. Would it increase sales if the store was located within a mall rather than on high street, in the same general area?

1. What is the ideal SKU mix in a store , in order to maximize sales and optimize inventory cost

1. What clusters of stores in my distribution setup operate in a like manner?
2. How to optimize my promotions based on the differences/similarities between my store outlets?

1. What are the parameters that define my choice of store size while opening new stores?
2. What is the optimum size for my stores in different geographical locations?
3. What kind of product line-up is optimal for my different store sizes?

1. Which SKUs are moving slowly as compared to plan? Which stores have a larger inventory of slow moving SKUs?
2. What is the ideal inter – store stock transfer matrix , in order to maximize overall sales?

1. What is the ideal amount of inventory to hold for a SKU, to minimize holding cost?