ExcelPivotTablesVLOOKUPNRM FrameworkKPI CalculationForecastingFMCG Analytics
Overview
A structured business case simulating the role of a category manager at an FMCG company, analyzing the shampoo market and identifying revenue growth opportunities using the five pillars of Net Revenue Management.
What I did
- —Analyzed a large external sales dataset covering monthly shampoo sales by region, subcategory, brand, and supplier across 2018–2023, using PivotTables and VLOOKUP to extract category-level KPIs — market share, monthly growth, YTD, and MAT — against competitors.
- —Applied all 5 NRM pillars — Brand Portfolio Pricing, Pack Price Architecture, Mix Management, Promotion Management, and Trade Terms Management — to identify business opportunities and revenue gaps.
- —Built a Profitability Matrix using gross margin % and net sales contribution, mapping each product to its profitability tier to prioritize mix decisions.
- —Quantified three growth buckets — natural market growth, an organic shampoo line extension, and a new 50ml pack format — projecting total net sales from ~$20.6M to ~$21.4M for 2024.
- —Consolidated all findings into a single shampoo category dashboard summarizing category size ($98.5M MAT), company performance, and forward-looking recommendations.
Project sourced from DataCamp. Dataset and company are fictitious.