FMCG retail reality: Channelplay Limited

Abstract

The FMCG retail supply chain consists of primarily the company that manufactures the FMCG goods sending its product to the distributers who in turn supply these goods to the retailers. From the retailers the goods are picked up by the customer and finally used by the consumers. For the FMCG companies like HUL, P&G etc. information regarding its customers and consumers is invaluable. These information may include customers buying behaviour, basket analysis, product correlation etc. Tertiary sales analytics i.e. market analysis at the retailers- customers interface appears to be the most reliable tool to obtain the above mentioned information and understand the customer well. The unorganised FMCG retail sector is the best sample for this project as it covers variety of stores in terms of size, type and location. To create a network of retailers this project offers value addition to these individual retailers in terms of providing them quarterly sales report that gives analysis of sales according to category, sub-category and brands.