Amul FMCG Sales Intelligence & Store Performance Power BI Analytics

Project Overview

This project delivers an interactive, end-to-end sales performance solution designed for a retail/FMCG business model. Built entirely in Power BI, it provides dynamic visibility into sales trends, customer behavior, and channel-wise contribution — without using SQL queries. Data modeling, DAX measures, and calculated columns drive key business metrics including store segmentation, new vs. returning customer behavior, and revenue tracking.

The dashboard empowers decision-makers to monitor performance by territory, channel, product, and customer type, supporting both executive-level overviews and operational insights.

Key Features

• Interactive Executive Dashboards: Professionally designed layouts with slicers, drill-throughs, KPI cards, and YOY comparisons for performance visibility.

• Store & Territory Insights: Segmentation of active, new, returning, and dropped stores with trend visualizations across months and territories.
• Sales Channel Performance: Side-by-side analysis of MT, RT, WS, RS, and other channels, including rep-level contribution and YOY growth trends.
• Product Analysis: Category-wise sales contribution using column, scatter plots, and average selling price vs. order value comparisons.
• Store Segment Insights: Tier-based store classification (Platinum, Gold, Silver, Bronze) by purchase volume for resource prioritization.
• KPI Tracking: Metrics include Gross Sales, Net Sales, Discounts, Active Stores, New vs. Returning Sales, MoM/YoY Growth, and Cumulative Sales.

Technical Implementation

• Power BI: Entire project was built within Power BI Desktop using imported data tables. All transformations and logic are handled through calculated columns and DAX measures.
• Data Modeling: Star schema structure with a central fact table (FactSalesAmul) linked to dimensions like customer, product, territory, date, and channel.
• Advanced DAX Measures: Custom logic to calculate net/gross sales, % of returning/new/drop stores, monthly activity, segment ranking, and growth indicators.
• Visual Design: Clean, consistent themes with intuitive slicers, bookmarks, navigation icons, and icon-based callouts to enhance usability.

Business Impact

• Executive-Level Insights: Helps leadership quickly identify sales performance by region, brand, and channel for strategic reviews.
• Customer Lifecycle Tracking: Monitors new, returning, and churned store behavior, aiding in retention and reactivation planning.
• Territory Optimization: Equips sales managers with territory-wise KPIs and store trends to improve field efficiency.
• Channel Strategy Planning: Highlights high-growth and underperforming sales channels for targeted marketing or sales effort allocation.
• Performance-Based Incentives: Salesperson-level analysis supports fair and data-driven incentive systems.