Comprehensive Business Intelligence Application Addresses Data Analysis & Dynamic MIS, ad-hoc Reporting Needs of Brand Marketing India 1KEY BI helps BMI respond quickly to changes in business conditions with actionable information to users

1. 1KEY Business Intelligence
Customer Case Study
Comprehensive Business Intelligence Application
Addresses Data Analysis & Dynamic MIS, ad-hoc
Reporting Needs of Brand Marketing India
Overview 1KEY BI helps BMI respond quickly
Brand Marketing India to changes in business conditions
Mumbai, INDIA
www.bmindia.com with actionable information to users
Jatin Bhatt
Head IT
”Timely availability of data in the required format
Brand Marketing India for enabling decision making was a challenge for
Country or region
our operational users. Taking informed decisions
India is the best method of providing your sales and
Industry
marketing team with the edge in any market
Retail Brand Marketing place.”
- Jatin Bhatt, Head IT, Brand Marketing India
I.T. Infrastructure
Enterprise Applications
Shopper 9 Established in 202, Brand Marketing India (BMI) is the holding
Tally 9.ERP
Retail Pro company for the Calvin Klein Jeans, Calvin Klein Underwear
Database
and French Connection businesses in India. Within a short
MS SQL
Btrieve
span of over 3 years, BMI has opened over 100 points of
Data Warehouse:
sales across 13 Indian cities. In 2004, Vijay Murjani, MD
SQL Server 2008
spearheaded the launch of Tommy Hilfiger, which became the
most successful premium lifestyle designer brand within 2
years of its launch in the country. All of BMI's stores are
designed to global standards and present in prime high street,
mall and department store locations, thereby completing a
truly world class shopping experience.

2. “1KEY BI enables our Challenge and analysis. Timely availability of
information in required reporting format
Old data of Retail Pro up to March 2010
users to easy access was stored in Btrieve. Whereas now BMI
and presentation has empowered
business users to take pro-active and
information on brands was using Shopper 9 in one single
much accurate decisions.
and products that was company for different subsidiaries and
brands. Accessing old data which was
just difficult to make scattered in different tables of Btrieve was
Why 1KEY BI
BMI chose 1KEY because it had the lowest
available before. Now a challenge. So reports like Trend analysis,
cost of entry, rapid development with all
trade analysis using the old as well as the
decisions are made new data was becoming a challenge.
the user-friendly reporting and analysis
features our users wanted. 1KEY‘s ease of
taking the true BMI was using standard reports of Retail
use, flexibility and scalability has enabled
Pro & Shopper 9. But those were not
profitability of the enough specially from the periodic
us empower the business users with a BI
product into account comparison point of view, where they
tool. It gave us a higher level of business
intelligence (BI) capabilities that:
and not just margin, as wanted comparisons between two years
on the two data sets in one single report
 Able to easily connect with existing Tally
we would have done e.g. how has been sales trend vis-à-vis
& Shopper & Btrieve warehouse data
 Provide deep insight in YOY information
traditionally.” sales, how has been sales vis-à-vis stock
 Facilitated information-sharing among
ratio. To make such MIS reports and ad-
our operation staff so they could better
- Jatin Bhatt, Head IT hoc data analysis available with slice &
monitor inventory & sales in their
dice, drill-down, drill-through like
Brand Marketing India appropriate contexts
functionalities to the users, was becoming
critical. This would help measuring brand,
store performance and productivity.
Evaluation parametres
After an evaluation of competing BI
Solution products, BMI selected 1KEY for
BMI opted for 1KEY BI solution to process enterprise-wide reporting analysis. BI tools
current and past business transactions to were evaluated based on its ability to:
 Analytics with Btrieve & new Shopper 9
know exactly what happened previously
and compare with the current numbers. BI data & Tally in BI with ease of Use
 Cost Effective Solution
was connected to warehouse built from
 Cater to reporting analysis
old Btrieve data, new Shopper data and
Tally.ERP 9 data. requirements of top management as
well as operational users
With BI, business users can now run Year  empower the business users to build
on Year periodic reports which they use to their own reports from the base cube
prepare manually in spreadsheet and  slice-n-dice the info for further analysis
were taking days earlier. They are now
able to track changes in inventory Implementation Plan
movement by region and product category.
Initially, the project began with creating a
They can also now analyze product
data warehouse for R-Pro and Shopper
performance by outlet, region, to enable
them to more effectively manage brands data. Since no direct connectivity was
toward profitability. available for Btrieve, periodic data was
exported in spreadsheet to be dumped in
BI has come at a cost-effective price-point, SQL. On the other hand, Shopper 9 had
a powerful tool in the hands of our different database for different
operational users for ad-hoc MIS reporting companies.

3. “1KEY provides an So the old & new data was mapped in BI has now become BMI’s enterprise
Company, brand, type, category, gender, standard reporting and analysis platform.
easy-to-use, integrated style, season, bar code, etc. using SQL The required reports were created in a
reporting and analytics queries (Zone). While creating DW, in all 8 month time from 1KEY. BI is not just a
platform that provides parameter levels were mapped. One
technical and one functional expert from
corporate-wide management information
system, but is also a tool to support and
our end users greater each area were involved in the facilitate executive decision-making.
business insight. We implementation of BI.
Return On Investment
looked at other Functional areas targeted for the BI The IT team at BMI is excited about the
competing offerings, implementation were for across the efficiencies they are realizing by
brands BMI deals into viz. Calvin Klein,
but preferred 1KEY’s Jeans, CKU, French Connection (FCUK),
standardizing on for enterprise monitoring,
reporting, and analysis. 1KEY BI was cost
end user experience Glares & Fragrance effective and hence has turned to form a
and easy connectivity. BMI’s top management was directly
great value proposition for BMI. The IT
team is very much confident to achieve
We’ve found it to be involved in designing the report format ROI within the very first year of
extraordinarily feature- and layout. They gave the inputs which implementation of BI.
helped in generating value added reports.
rich.” Reports from BI are directly delivered to Partial List of Reports
- Jatin Bhatt, Head IT
the company’s executives and top Reports produced from the BI are now
management for the eagle view of delivered directly to the company's
Brand Marketing India enterprise. executives. BI makes information
available from a wide range of
The project which started in August 2010 departments at BMI, such as:
was successfully completed in mere 2
months’ time. A three days training was  Expense Cost Centre-wise reports for
given to BMI and they could start using BI. finance managers from Tally data.
It is well appreciated by the 25 business Earlier such reports were being
users of BMI from across finance, manually consolidated in spreadsheet
merchandise and brand. The user which were time consuming and error-
community will expand to almost all prone.
domains and most of the employees by  Branch Stock Transfer Bills from 1KEY
the end of 2011. Reporter (Static Reporting) for Head
Office
For More Information Benefits  Sales & Purchase Analysis with 1KEY
For more information about BMI found that the best way to protect View for two-dimensional analysis
MAIA Intelligence products and solutions, their current & earlier capital investments  Purchase Stock Summary
call Sales Information Center at: was by investing further into managing its  Stores Stock Comparison Statements
(+91) 022 668 88 999 or e-mail us at: most valuable asset-‘information’.  Week on Week comparison statements
sales@maia-intelligence.com. To access for stock, sales, gender-wise, store-
information using the Website: BI gives BMI the freedom to be proactive wise, etc. with 1KEY Cube for multi-
www.maia-intelligence.com and innovative instead of always reacting dimensional analysis
to market movements. BMI is expecting
This case study is for informational purposes only. MAIA
INTELLIGENCE MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN this to continue to drive the company
THIS SUMMARY.
ahead of its competitors.
Document published FEBRUARY 2011