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Big Data Strategy -

Familiar Structured Data

Retail Shelf Space

Sales Forecasting from Distributors & Retailers
Actual POS Data
Determine Production Volume, Distribution, Pricing

Unstructured 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 Responses

Own 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 BI

Marketers 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

Functional
Goals

Functional
Strategy

Place - Increase in
market share
(Entering new
geographies)

Increasing
market
share to be
a market
leader

Place - Increase in
market share
(Penetrating
existing markets)
Product Branding Strategy
( Rebranding
Maggi &
Branding other
products)
Promotion
Strategy
(For Maggi &
Other Brands)

Marketing& Sales (0.3)

Strateg
y
Metrics
Weight

Weighted
Score

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 made

0.015

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

0.4

Social media marketing on Facebook

and other social networking websites
CSR initiatives through Sustainable
Development Society (SUNDESH)

0.12

0.3

1. Brand awareness = (Number of

people who know brand
Nestle/Number of people surveyed)
2. Brand Fame Index =Perceived
Popularity / Actual Popularity

0.09

Functional
Goals

Introducing
new, innovative
& quality
product within
affordable price

Functional
Goals

Increasing Share
-holder wealth

Production & Logistics (0.3)

Strategy
Weighted
Functional Strategy
Metrics
Weight
Score
# of new products offered
Manufacturing
% increase in the sale of
innovative
adapted products
products & new
0.35
0.105
% of products
packs within easy
adapted/targeted to the lowreach
income consumer segment
order-to-delivery lead time
Supply Chain
supply chain response time
realignment with
0.2
0.06
corporate strategy
delivery performance (On
Time / Delivery Date)
% reduction in energy/water
usage/waste generated per
unit produced/ carbon
Safety awareness &
0.35
footprint
0.105
quality improvement
% products in compliance
with consumer product safety
and labelling regulation
Pull production
system-Quantity of
production at every
Stock out rate, time-to0.1
0.03
stage is controlled by
market
the demand in the
next stage

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

Functional
Strategy
Metrics
Strategy
Weight

Weighted
Score

Increasing Returns

0.4

ROE

0.06

Asset Utilization

0.3

Asset Turn-over

0.045

Working Capital
Management

0.3

Inventory Turnover, Account

Receivable Days

0.045

Functional Goals

Functional
Strategy
Talent
Acquisition

Talent acquisition,
retention and
improving
productivity

HR (.15)
Strategy
Weight
0.25

Training &
Development

0.35

Compensation

0.2

Retention &
Motivation

0.2

Metrics

Weighted
Score

No of employees added
per quarter

0.0375

Employee Productivity
= No of units
manufactured per
employee
Average Salary person
takes across
departments
Rate of filling the
position

CLOUD ARCHITECTURE

0.0525

0.03
0.03