About Mars International

Mars has been a proudly family-owned business for over 100 years. It’s this independence that gives them the gift of freedom to think in generations, not quarters.  Mars invests in the long-term future of business, people, and the planet — all guided by their enduring Principles.

Mars owns some of the biggest global brands in Petcare, Food, and related categories including Pedigree, Whiskas, Royal Canin, AniCura, Wisdom Panel, VCA, M&M’S, Snickers, Orbit, Skittles, Ben’s Original, Dolmio, Seeds of Change, Cocoavia etc.

Case Study: Mars International

The team at Mars International, India reported that they had a lot of struggle getting real-time insights from eCommerce marketplace platforms related to product availability, maintaining price hygiene, and getting better search visibility on these platforms. They were mostly dependent on the dated and incomplete reports received through email from the marketplaces, only on request.

This struggle not only affected their supply-chain planning for the India eCommerce business but also caused delays in reporting to their Global HQ.

What went right with etraKY BS 1.9

The Process

The product team at etraKY Business Studio spent months with the Mars team gathering the brand’s requirements and formulating the best tailor-made solution for them.

etraKY BS 1.9 was implemented in December 2017 (PS: with lot’s less than what we have today in etraKY BS 3.2). We set up real-time automated and instant alerts and notifications for everything that was not in the rule-book defined by Mars International. The Business Studio maintained detailed logs for 6 months at every product and platform level to monitor and measure the ups and downs.

The Outcome

Mars International team was a clear winner in their category month-on-month. The team could take immediate decisions at an operating and strategic level and fix the gaps. They moved from spreadsheets, emails, and notepads for reporting to stunning and dynamic dashboards. And it worked fine for a while, but over time, the industry underwent a digital transformation opting for much-advanced software to work more efficiently across departments and their internal Key Account Managers. With this shift, client’s expectations started to change, wanting more frequent updates and faster results.

etraKY BS team shaped up the tool in no time. Within weeks, after understanding the new requirements, the software was spruced up faster than the client’s delivery expectations.

We feel proud today the Mars International renewed etraKY Brand Studio, year on year to discover more opportunities to reduce costs, save time, and improve efficiency.

Case Study: Candes Technologies 

Candes Technologies is a vast company who deals with all types of home appliances and has ruled the marketplaces for a good time. But as the company was dealing only through mouth-on-mouth conversions, online product selling was not that easy for them to build the same operational discipline. As a client, they sent their worries regarding tracking of products for different categories, channels and brands. Significantly, they were not able to keep a record on how many conversions a particular product is receiving, or which sub-brand is highest in demand, or which eCommerce channels has the  best product performance and if there were any violations taking place regarding products’ price. 

In this regard, we went to these grounds to acknowledge real data regarding the brands’ tracking problems.

What went right with etraKY BS 3.2

The Process

Since, etraKY BS is a known tool that segregates the products as per their category, channel or brands, we brought them a comprehensive report on the same. We understood the nature of the business that possesses one type of home appliance, we showed to them the feature of unlimited tracking of sellers operating in any location. While doing this, the brand could know the status of their sales team, professionals and sellers all on a single dashboard. 

Our reports are based on metrics that give comparative results on what the organizational goal was and where your team has reached in sales. If you are facing any price breaches, an automated alert would be sent to the brand immediately so that a quick action can be taken.

By implementing these features, Candes Technology experienced a good inflow and outflow of operation discipline. 

The Outcome

We were glad to hear from them that they are not facing any violation of policies or price breaches. They are capable enough to make a strict discipline throughout channels location-wise. With etraky BS, they believe the brand image has also seen a good response from the customers’ side. 

Overall, Candes Technology is happier now with an impressive impact on their business and has real-time records of past and present operational activities of its sellers’ and organizational professionals to achieve the common professional goals.

About Homesake

Homesake is a well-known name for home decor that facilitates its customers with varieties of decorative appliances such as lamps, wall stickers, designer mirrors, and so on. In this, they carry on sales operations for more than one channel and are unable to track which significant location has the highest conversion rate and vice versa. In this regard, the brand established a manual team to track down the conversions received on multi-channel from different places in India to analyze their selling control city. But this mechanism failed with a huge disappointment. 

When the brand associated with us, we rectified the complications coming in between the effective analytics and were ready to resolve this issue with our easiest and transparent metric solution. Etraky BS Prezzi ensures real-time surveillance on data tracking related to brand MOP. Any seller who violates the regulation of the brand would be identified and the alert would be generated to inform the brand immediately.

What Went Right with Etraky BS 3.2

The Process

Etraky Brand Studio is an old specialist that has built trust in the market of e-commerce. We understand business subtleties and also the reason why the brand is losing on conversions and customers apparently in just one go. As a tracking software, we offer brands real-time analytics on their historical and location-wise price breaches that are hampering their growth. Sometimes, automation errors and misleads are only rectified with an automated monitor itself. That is why we have made a record of solving such pricing violation issues and facilitated brand sales with fruitful results. 

We track sellers’ locations and extract details of their actions to identify when they sold your products at a lower price than your MOP. If such data is found, the brand gets quick alerts and data entry in reports to help you make better action plans against such violations. 

The Outcome

After our tool was implemented, till date no complaints or losses are taking place regarding the pricing or conversion analysis. The brand shared their sentiments saying they are stress-free and are able to easily locate which seller is operating by demeaning their brand name in the marketplace. Our reports conduct examinations including such sellers locations, product name, breached price, a historical time when breached took place, etc. 

We add this information to let you know which sellers are good at their work and who require your strict commands. Your loss is our indirect loss, and we don’t work to face losses. This is why etraKY BS is a dignified tool to provide a frequent and fancy way of price control.

About Mars International

Mars has been a proudly family-owned business for over 100 years. It’s this independence that gives them the gift of freedom to think in generations, not quarters.  Mars invests in the long-term future of business, people, and the planet — all guided by its enduring Principles.

Mars owns some of the biggest global brands in Petcare, Food, and related categories including Pedigree, Whiskas, Royal Canin, AniCura, Wisdom Panel, VCA, M&M’S, Snickers, Orbit, Skittles, Ben’s Original, Dolmio, Seeds of Change, Cocoavia etc.

Case Study: Mars International

The team at Mars International, India reported that they had a lot of struggle getting real-time insights from eCommerce marketplace platforms related to product availability, maintaining price hygiene, and getting better search visibility on these platforms. They were mostly dependent on the dated and incomplete reports received through email from the marketplaces, only on request.

This struggle not only affected their supply-chain planning for the India eCommerce business but also caused delays in reporting to their Global HQ.

What went right with etraKY BS 1.9

The Process

The product team at etraKY Business Studio spent months with the Mars team gathering the brand’s requirements and formulating the best tailor-made solution for them.

etraKY BS 1.9 was implemented in December 2017 (PS: with lot’s less than what we have today in etraKY BS 3.2). We set up real-time automated and instant alerts and notifications for everything that was not in the rule-book defined by Mars International. The Business Studio maintained detailed logs for 6 months at every product and platform level to monitor and measure the ups and downs.

The Outcome

Mars International team was a clear winner in their category month-on-month. The team could take immediate decisions at an operating and strategic level and fix the gaps. They moved from spreadsheets, emails, and notepads for reporting to stunning and dynamic dashboards. And it worked fine for a while, but over time, the industry underwent a digital transformation opting for much-advanced software to work more efficiently across departments and their internal Key Account Managers. With this shift, client’s expectations started to change, wanting more frequent updates and faster results.

etraKY BS team shaped up the tool in no time. Within weeks, after understanding the new requirements, the software was spruced up faster than the client’s delivery expectations.

We feel proud today the Mars International renewed etraKY Brand Studio, year on year to discover more opportunities to reduce costs, save time, and improve efficiency.