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✚ Evereve — ⭐End to End Full Stack Analyst Project | Data ingestion (CRM + ERP + WEB) |AWS-ETL-Pipeline-Automation | Driving Sustainable Sales Growth and Marketing Efficiency in Women’s Health through - Product & Marketing Analysis

🔴 Product & Marketing Research Analyst initiative | ⭕ FMCG ⭕ Women’s Health & Personal Care ⭕ Feminine Hygiene ⭕ B2C

1. Understand Company Strategic Vision & Needs ➜ 2. Project Overview ➜ 3. Problem Statements ➜ 4. Objectives ➜ 5. Counter Questions to Stakeholders (Clarify Business Needs & Targets) ➜ 6. EDA (Data Cleaning + Data Validation) + ETL Flowchart ➜ 7. Data Modelling chart ➜ 8. Live Power BI Dashboard ➜ 9. Insights + Recommendations (Storytelling) ➜ 10. Business Impact (Pre & Post Analysis) ➜ 11. Challenges ➜ 12. Enhancements ➜ 13. Boardroom PPT with Storytelling

🌍 Evereve Company Vision (Public & Strategic Context)

Evereve is a women’s hygiene & personal care brand focused on safe, high-quality feminine products that promote dignity, awareness, and well-being across all socio-economic segments.

🚀 Project Overview :

  • Industry: FMCG (Personal Care)
  • Role Focus: Product Strategy + Marketing Performance

🔥 End-to-End Growth Engine (What I analyzed) -

📦 Products (Pack-size / SKU) → 💸 Pricing & Promotions → 🔁 Retention & Repeat Purchase → 🚀 Campaign Uplift → 🗺️ Regional Scaling

✅ What the project delivers

  • ✅ Sales driver identification & SKU contribution analysis
  • ✅ Repeat purchase & loyalty insights (retention / churn patterns)
  • ✅ Promotion & pricing impact measurement (uplift vs margin)
  • ✅ Campaign effectiveness & marketing ROI optimization
  • ✅ Region/channel expansion recommendations for scalable growth

🎯 Stackholders Problem Statements :

The sanitary napkin market in India is highly competitive and fast-changing, driven by:

  1. Strong competition from established and emerging brands 🏷️
  2. Price-sensitive customers and heavy discounting wars 💸
  3. The need to improve awareness, trust, and repeat purchases
  4. Changing consumer expectations for comfort, safety, and quality 🌿

This project addresses the need for data-driven growth and smarter decision-making. By analyzing product, sales, and marketing performance, we aim to:

📝 Objectives (Business Problem Framework)

Objective Area Goal Output
📦 Product Performance Analyze pack-size & SKU-level performance Best sellers + profit drivers + improvement zones
🔁 Customer Retention Study repeat purchase behavior & churn patterns Loyalty strategy + long-term growth levers
💸 Pricing & Promotions Measure pricing & discount impact Margin-safe pricing + optimized promo planning
🎯 Marketing Efficiency Evaluate campaign performance & efficiency ROI improvement + reduction of wasteful spend
🗺️ Expansion Strategy Identify high-potential regions & channels Expansion roadmap + demand hotspots

⚡ Product and Market Analyst Counter Questions to the Stakeholders :

For more realtime business impact, I framed the following counter-questions for stakeholders across Marketing, Product, Sales, Production, and Growth Section:

Area Key Question Business Decision Enabled
🎯 Growth Acquisition vs Repeat — what is the 3–6 month uplift target? Growth roadmap
💰 Marketing ROI Which are the traget and Priority metrics for next upcoming months : ROAS / CAC / Cost per Repeat / Margin after spend? Budget allocation & campaign
📦 Product Strategy Priority Optimization which one volume or margin? SKU roadmap & pack-size optimization
🛒 Channel Focus Priority metric: Retail / D2C / Marketplace- what is the 3–6 month uplift target? Channel strategy + execution focus

📌 ETL Pipeline - Data Ingestion flowchart

Built an end-to-end AWS ETL & BI analytics platform processing 1M+ data records across CRM, ERP, Production, and Marketing data using Amazon S3, AWS Glue, Athena, and QuickSight.

📌 Business Summary

WHAT WHY
🧠 Business Problem Sales in Karnataka and Delhi were lagging behind other major states, indicating uneven regional performance.
🔍 Insight Lower conversion and seasonal engagement were observed compared to western and southern markets.
🎯 Action Targeted discounts and festival-led campaigns (Diwali & holiday offers) were rolled out in Karnataka and Delhi.
⏱ Timeline Campaigns were active for 8 months.
📈 Impact Delhi sales increased by 21% and Karnataka by 28% compared to the pre-campaign baseline.
💡 Outcome Sales distribution became more balanced, improving overall performance across regions.

📊 Before vs After Campaign Impact

Before Campaign After Campaign

Team Size: 2 Author: Priyanka De
Proflie - Priyanka De