GSK FMCG Data Warehouse Business definition GSK FMCG industry 10 October 2014 Pavan Kumar Mantha Vinod Tati Shourya Konda 1

Market Overview The market size of the Indian FMCG sector is expected to reach US$ 135 billion by 2020 from US$ 44.9 billion in It is also the fourth largest sector in the Indian economy and has grown at an annual average of about 11 per cent over the last decade. 2

4 Total FMCG sector revenues

Indian FMCG sector 5

UK based GSK Plc, maker of popular FMCG products like Horlicks and Sensodyne, has been planning to raise its stake in its Indian unit GlaxoSmithKline Consumer Healthcare to 75 per cent. 6

Distribution channel of FMCG product in GSK 7

8

Which are our lowest/highest margin customers ? Who are my customers and what products are they buying? What product prom- -otions have the biggest impact on revenue? What impact will new products/services have on revenue and margins? What impact will new products/services have on revenue and margins? Which customers are most likely to go to the competition ? What is the most effective distribution channel? Business needs User wants to know…. 9

 Daily, Monthly, Quarterly, Yearly reports of sales and manufactured goods.  Strategic information to assess the products demand  Which type of customers to target  Which products to promote  Territory wise reports  Product wise reports  And many more… Business needs continued… 10

Data, Data everywhere yet... zI can’t get the data I need yneed an expert to get the data zI can’t understand the data I found yavailable data poorly documented zI can’t use the data I found yresults are unexpected ydata needs to be transformed from one form to other zI can’t find the data I need ydata is scattered over the network ymany versions, subtle differences 11

What is a Data Warehouse? A single, complete and consistent store of data obtained from a variety of different sources made available to end users in a what they can understand and use in a business context. [Barry Devlin] 12

What are the users saying... zData should be integrated across the enterprise zSummary data has a real value to the organization zHistorical data holds the key to understanding data over time zWhat-if capabilities are required 13

Schema Design Database organization –must look like business –must be recognizable by business user –approachable by business user –Must be simple Schema Types –Star Schema –Fact Constellation Schema –Snowflake schema Initially we have chosen star schema to implement… 14

Star Schema A single fact table and for each dimension one dimension table Does not capture hierarchies directly 15

16 Star Schema

(Retailer) Distributor Key (FK) 17

Multi-dimensional Data Region W S N Month Product Toothpaste Juice Cola Milk Cream Soap Dimensions: Product, Region, Time Hierarchical summarization paths Product Region Time Industry Country Year Category Region Quarter Product City Month Week Office Day 18

“Slicing and Dicing” Regions Product Sales Channel RetailDirectSpecial 19 Confectionaries OTC Milk food beverages RTD

“Slicing and Dicing” 20

“Slicing and Dicing” 21

Different views 22

Roll-up and Drill Down Roll Up Higher Level of Aggregation Sales Channel Region Country State Location Address Sales Representative Low-level Details Drill-Down 23

Summary Thus implementation of data warehousing and related tools and techniques enables the company to track its performance, stand out in the market, forecast the future trends and plan accordingly for its growth prospects. 24

25

26

27

28

Do more, feel better, live longer 29

30

31