Digital Next CPG Business
Powered by Platforms of IntelligenceTHE VALUE SENSITIVE CONSUMER
Customer journeys are not linear anymore. Their preferences and buying
patterns are evolving. Reaching the customer with a distinguished value
proposition is becoming harder for CPG companies as retail landscape
becomes increasingly fragmented. The growing inﬂuence of conveniencecentered direct to customer (DTC) platforms pushes the boundaries further.
The trade promotion spends deliver suboptimal outcomes with as much as
70% of it going straight to the retailers’ coﬀers. The ROI thus is dismal as thetrade load is far removed from the consumer spending habits. The frequentout of stock (OOS) incidents erode revenue and alienate consumers, giving
competitors an easy lead.
THE ASCENT OF eMARKETPLACES AND RETAIL BARGAINING POWER
The growing bargaining power of modern retail has pushed the margins for
CPG sector. Companies are often found over investing in key accounts whilebattling stagnated market share. The ﬁeld sales representatives are left totheir own devices, losing the consumer context. Continuously shifting retaillandscape requires agile and micro level planning, aided by intelligent
insights.
THE UPSURGE OF DIGITAL NEXT CPG WITH PLATFORMS OFINTELLIGENCEITC Infotech brings Platforms of Intelligence to deliver better visibility,increased ROI and improved sales for CPG industry. The platform
components are easily integrated to the CPG landscape, equipping them toreimagine customer buying pattern, retail businesses and supply chain
management.

BUSINESS DRIVERS
Shift in consumer preference is challenging CPG brands. Creating a line of vision and loyalty building are the need ofthe hour. Delivering products aligned to the evolving customer preference, gaining better returns on tradepromotions, capitalizing on distribution opportunities and optimizing RTM requires intelligent and informeddecision making.

CPG MARKET CHALLENGES
The CPG industry is posed with three-pronged challenges. They need to ﬁne-tune their supply chain to gain betteralignment with the retailers and serve consumers choice.
CONSUMER CHALLENGES! Upsurge of value-conscious consumers! Changing consumer preferences – including organic and eco-friendly substitutes! Highly discerning consumer demanding greater persuasionRETAIL CHALLENGES! Retail players gaining higher visibility on customer buying patterns! eMarketplaces oﬀering diverse purchase and subscription choices! Rise of individual brands with competitive products

SUPPLY CHAIN CHALLENGES! Absence of agile and intelligent supply chain! Lack of trade and supply chain alignment

ADVANTAGES OF THE PLATFORMS OF INTELLIGENCE SOLUTION
ITC Infotech brings a bespoke AI/ML powered intelligent platform to empower CPG leaders to build stronger
consumer connect, mutually rewarding retailer relationship and streamlined supply chain. Our Platforms ofIntelligence deliver:
CONSUMER INTELLIGENCE! Enable Consumer Journey Management through Intelligent Consumer Activation and Journey Analytics tools! Orchestrate cross promotion for 2% increase in sales! Reduce cost up to 10% with contextual marketing and recommendations
TRADE INTELLIGENCE! Enable cognitive retail execution and B2B commerce! Enhance ﬁeld force productivity and maximize trade spend ROI! Increase sales with dynamic pricing and intelligent merchandise planning! 2% growth in sales with assortment optimization
SUPPLY CHAIN INTELLIGENCE! Gain end-to-end visualization for tracking and management of the supply chain! Build clear line of vision for cost identiﬁcation and recognizing sustainability risks! Save 15-30% costs with intelligent logistics management

FEATURES OF THE PLATFORMS OF INTELLIGENCEITC Infotech delivers unmatched intelligence to the CPG companies with 2-5%
margin improvement, 5-7% incremental sales and 10-15% potential cost saving! Data lake – harmonizing supplier, retailer, consumer, ERP, CRM, tradepromotion, and 3rd Party Data
! Pre-built CPG standard business glossary, data catalog and data modelingwith MDM! Cloud-based scalable, secure platform! Modular API-led components with microservices supporting 4Vs of data
! Analytical Engine for segmentation, predictive and optimization modeling! Data visualization for self-service reporting! Uniﬁed command center for easily accessible actionable insight! Planner Cockpit for integrated and intelligent planning! Engagement channel optimization with Trade Promotion Management,
Retail execution and SFA! Streamlined connect B2B community commerce platforms! Intelligent Virtual Assistants to support ﬁeld force with guided selling andgreater consumer engagement! Marketing automation for improved campaign performance

ITC INFOTECH PLATFORMS OF INTELLIGENCEACCELERATORS! Pre-built AI/ML models to improve marketing eﬀectiveness,and for faster implementation! End-to-end ideation to execution platform with analytics andreal-time execution capabilities! Zero capex, long term opex model for outcome-linkeddelivery! Seamless integration between infrastructure, insights andengagement for single line of vision! Modular plug and play technology components to augment
existing IT ecosystem

OUR PROVEN TRACK RECORD
The largest tobacco manufacturer in the world integrated
global trade and commercial planning with our intelligent
analytics platform. The client improved sales productivity by30%, reported an increase in ROI by 1.5% and reduction inretail OOS by 1.8%.
A leading global beverages company executed scenariobased sales and trade operations planning with our intelligent
platform. They gained 30% improvement in sales forecast and60% reduction in S&OP cycle time.
Leading manufacturer of household products in USA
improved trade promotion planning with in-built analytics on
our integrated data platform. They recorded 1.75% increasein sales in ﬁrst 3 years and accrued 3.3% in trade savings.

About ITC Infotech
ITC Infotech is a leading global technology services and solutions provider, led by Business and TechnologyConsulting. ITC Infotech provides business-friendly solutions to help clients succeed and be future-ready, by
seamlessly bringing together digital expertise, strong industry speciﬁc alliances and the unique ability to leverage
deep domain expertise from ITC Group businesses. The company provides technology solutions and services toenterprises across industries such as Banking & Financial Services, Healthcare, Manufacturing, Consumer Goods,
Travel and Hospitality, through a combination of traditional and newer business models, as a long-termsustainable partner.
ITC Infotech is a wholly owned subsidiary of ITC Ltd, one of India’s foremost private sector companies and aleading multi-business conglomerate. With a market cap of US $35 Billion and gross sales value of US $10.8 Billion,
ITC Ltd is acknowledged as one of India’s most valuable business corporations. It has been ranked as India’s mostadmired companies by a survey conducted by Fortune India, in association with the Hay Group.
For more information, please visit: http://www.itcinfotech.com/