BDM

CapStone
Project
Maximizing Excellence:
Hindustan Refines’ journey
towards Streamlined
Performance
 Established in 2006,
Hindusthan Refines
specializes in car
painting and oil Witnessed an
business in the impressive 70% sales
automotive industry. growth from 2019 to
2023, attributed to the
success of skincare
Expanded into and hair product
skincare cosmetics lines.
distribution in 2019,
partnering with
brands like Lotus,
Schwarzkopf, and Positioned for further
Brillare. robust growth,
particularly within
the competitive
Initially focused on skincare and hair
car and bus painting products industry.
services, later
expanded offerings to
include brake oils,
coolant oils, and
automotive products.
 CHALLENGES

Market Segmentation
Brand Image Perception

Sales Seasonality

Data Segregation

Inventory Optimization Challenge

Data & Collection

2019-2023 Sales data

Shipment details

4 Months Sales data

Geographical coordinates of
dealers

Dealers information
 The shorter whisker on the bottom end of the box and
the large number of outliers on the upper whisker side
of the box indicate a positively skewed distribution of
the sales data, which may occasionally result in both
unusually high and low sales.

25% 35%

The sales patterns suggest varying levels of

10%
stability and sensitivity to market factors across 40%
different cosmetic and automobile product lines,
with some showing consistent demand, while others
exhibit volatility and fluctuations influenced by
seasonal or competitive dynamics.
RMF analysis
loyal customer: high frequency, high monetary ,high
recency
Hibernating: low frequency, low monetary, low recency
Need attention: medium frequency, medium monetary,
medium recency
New customers: low frequency ,medium/high monetary,
low recency
Can't lose: high/medium frequency, high monetary ,low
recency

-Our customer segmentation from sunburst graph

reveals a robust base of loyal automobile customers and
a significant opportunity to re-engage with the 'Need
Attention' segment in cosmetics to optimize our market
strategy.
 03 04

02 05

Data indicates a stark contrast in

01 06
customer engagement between our
automobile and cosmetics sectors, with
'Can't Lose' customers driving high
sales in automobiles, while the
cosmetics sector shows loyal customers
being outliers and a critical need to
awaken 'can't lose' customers.
 Technology Infographics

The non-uniform distribution of sales, with a prominent concentration around Hyderabad, indicates higher
automobile sales volumes in urban areas, likely attributed to larger populations and increased economic activity.

The distribution of cosmetics sales across Hyderabad reveals varying bubble sizes, indicating differing sales
volumes across neighborhoods, with notable concentrations in areas such as Kukatpally ,Maredpally ,Himayat
Nagar and Ameerpet, suggesting a dispersed yet substantial market presence.
 Sales and prediction using SARIMA

(1, 1, 1, 12) for the seasonal component is trained on the historical sales data to forecast future sales considering lags in
pacf and acf.The forecasted sales generated by the SARIMA model provide insights into the expected future sales
volumes, along with confidence intervals to indicate the uncertainty in the predictions.

Recommendations
Data segregation
Market segmentation
Sales seasonality
Inventory Optimization challenge
Brand image perception
update separate files for cosmetics and automobiles using
Excel, and organize data well for easier estimation of the goods
sales individually.
We can win back. Can’t Lose Dealers in this segment by
offering them renewals, newer products, and special
promotions, and small cash points.
Implement dynamic pricing, targeted promotions, and
expand the customer sector to adapt to seasonal sales
fluctuations and maximize revenue potential while
leveraging SARIMA models for accurate forecasting and
proactive planning.
To enhance operational efficiency, there is a pressing need to
expand the dealer network south of Hyderabad for cosmetics
since it is mostly concentrated in the north, north-east, and
north-west.. This expansion would decrease transportation costs
per shipment as the Hindustan Godown is at Hussain Sagar,
near the south of Hyderabad. SARIMA model anticipate future
sales trends, and make data-driven decisions regarding resource
allocation, and product planning, thereby improving operational
efficiency and maximizing profitability.
Need attention, and loyal dealers can stand to receive
exclusive discounts for each successful referral,
underscoring their gratitude for their pivotal role as brand
advocates.