2nd Deliverable

Big Data Strategy -

Familiar Structured Data Retail Shelf Space Sales Forecasting from Distributors & Retailers Actual POS Data Determine Production Volume, Distribution, PricingUnstructured Data Social Media Likes, Comments, Shares, #s, Tweets, Re-tweets, Replies, Views, Threats Consumer Reaction on Existing Brands, Prices& Preferences Consumer Preference on a new product idea New Market Development Real Time ResponsesOwn Data Sample Surveys at a particular geography, or for a new product. Nestle Consumer Forum Digital Marketing Campaign Geo-fencing (Location, Communication & payment tech merged into one)Converting from unstructured to Structured Data Hadoop Tableau Cognos Adobe Analytics Adobe Target R Analytics Microsoft BIMarketers need to think more like researchers.Marketers need to learn that their primary role in digital is not to tell about the brand, but to ask consumers about themselves, their preferences and behaviours in a way that is consistent with the personality of the brand.Researchers need to think more like marketers.In the online and social space, structured research enquiries need to be entertaining, engaging and rewarding, everything that most traditional market research is not. Consumers are willing to share their experiences and perspectives with brands, but they only look at the value proposition offered by the brand/product.So, FMCG brands need to consider that the real value of digital is as an ask rather than tell medium.Cloud Strategy

Technology Scorecard

Marketing& Sales (0.3)

Functional GoalsFunctional StrategyStrategy WeightMetricsWeighted Score

Increasing market share to be a market leaderPlace - Increase in market share (Entering new geographies)0.05 ROMI=Increase in sales - Marketing campaign investment) / (Marketing campaign investment) Cost per lead=Total cost of marketing campaign/Number of leads generated Engagement score=Number of leads generated/Number of contacts made0.015

Place - Increase in market share (Penetrating existing markets)0.25 Market share = (Total sales made by Nestle/Total sales made by competitors) Existing customer retention ratio=(Sales made to existing customers/Total sales)0.075

Product - Branding Strategy( Rebranding Maggi & Branding other products)0.4 Social media marketing on Facebook and other social networking websites CSR initiatives through Sustainable Development Society (SUNDESH)0.12

Promotion Strategy(For Maggi & Other Brands)0.31. Brand awareness = (Number of people who know brand Nestle/Number of people surveyed)2. Brand Fame Index =Perceived Popularity / Actual Popularity0.09

Production & Logistics (0.3)


Introducing new, innovative & quality product within affordable priceManufacturing innovative products& new packs within easy reach0.35 # of new products offered % increase in the sale of adapted products % of products adapted/targeted to the low-income consumer segment0.105

Supply Chain realignment with corporate strategy0.2 order-to-delivery lead time supply chain response time delivery performance (On Time / Delivery Date)0.06

Safety awareness & quality improvement0.35 % reduction in energy/water usage/waste generated per unit produced/ carbon footprint % products in compliance with consumer product safety and labelling regulation0.105

Pull production system-Quantity of production at every stage is controlled by the demand in the next stage0.1Stock out rate, time-to-market0.03

Finance [Accounts/Taxation, Corporate Finance] (0.15)


Increasing Share -holder wealthIncreasing Returns0.4ROE0.06

Asset Utilization0.3Asset Turn-over0.045

Working Capital Management0.3Inventory Turnover, Account Receivable Days0.045

HR (.15)


Talent acquisition, retention and improving productivityTalent Acquisition0.25No of employees added per quarter0.0375

Training & Development0.35Employee Productivity = No of units manufactured per employee0.0525

Compensation0.2Average Salary person takes across departments0.03

Retention & Motivation0.2Rate of filling the position0.03

CLOUD ARCHITECTURE

Documents

2nd Deliverable