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Pedigree, Whiskas, Royal Canin, Snickers, Orbit, Skittles...
etraKY User Since:
December, 2017
Platforms Tracked:, Flipkart, Bigbasket, Grofers, PayTM,
Tracking for:
India: 900+ SKUs, 12 Cities
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,, Royal,, Wisdom Panel, VCA, M&M’S,, Orbit, Skittles, Ben’s Original, Dolmio, Seeds of Change, Cocoavia etc.

Brand Requirement
  • Out of Stock Tracking
  • KAM Wise Reporting
  • Share of Search
  • Location wise Metrics
  • Fill Rate Trends
etraKY BS Solution
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 lots 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, clients’ 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 that Mars International renewed etraKY Brand Studio, year on year to discover more opportunities to reduce costs, save time, and improve efficiency.