OBJECTIVE
A leading FMCG company in India wanted to expand their presence in the e-commerce space, and hence wanted to
- establish the business models of successful e-tailers
- and the role played by each player in the supply chain
METHODOLOGY
- Close to 50 interviews with e-commerce consultants, employees of e-commerce players in the industry, and FMCG companies were conducted to understand the cost structures and business models prevalent in the industry
- Data points were validated by various stakeholders in the value chain
- These numbers were further triangulated with supply-side (FMCG firms) and buy-side (e-commerce) interviews
SOLUTION
- Our research provided detailed insights into
-The e-commerce models used by various companies
-Cost structures and TOT between e-commerce and FMCG firms
-Marketing spends (advertising & promotion)
-Margin structures
-Cash & Carry industry in India
