Design of a Tracking System for Monitoring the Performance of Cosmetic Products Sold in Pharmaceutical Channels

Aleyna Küçükeruğurlu; Hatice Buse Güner; Ferhan Çebi

doi:10.1007/978-3-031-83611-4_31

Design of a Tracking System for Monitoring the Performance of Cosmetic Products Sold in Pharmaceutical Channels

Aleyna Küçükeruğurlu
, Hatice Buse Güner
, Ferhan Çebi^*

^*Corresponding author for this work

Department of Management Engineering

Istanbul Technical University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Effective performance tracking is pivotal for brands striving to excel in the dynamic world of dermocosmetics. This study introduces a system designed to monitor the sales performance of two new premium dermocosmetic brands entering the pharmacy channel of a global FMCG company. By emphasizing the need for understanding customer behavior and tailoring sales strategies, the research integrates RFMV (Recency, Frequency, Monetary, and “V” for in-pharmacy sales influencing factors) analysis as a powerful tool for customer segmentation. The study employs RFMV analysis and K-means clustering to classify pharmacies into three distinct segments: “Loyal Customers,” “Potential Loyal Customers,” and “Risk Customers.” Strategic insights are provided for each segment, offering practical recommendations to enhance sales performance and refine marketing tactics. This approach delivers actionable insights for optimizing product performance and strategic decision-making in a competitive market.

Original language	English
Title of host publication	Sustainable Green Conversion - Selected Papers from ISPR 2024
Editors	Numan M. Durakbasa, Kemal Güven Gülen
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	435-448
Number of pages	14
ISBN (Print)	9783031836107
DOIs	https://doi.org/10.1007/978-3-031-83611-4_31
Publication status	Published - 2025
Event	24th International Symposium for Production Research, ISPR 2024 - Budva, Montenegro Duration: 10 Oct 2024 → 12 Oct 2024

Publication series

Name	Lecture Notes in Mechanical Engineering
ISSN (Print)	2195-4356
ISSN (Electronic)	2195-4364

Conference

Conference	24th International Symposium for Production Research, ISPR 2024
Country/Territory	Montenegro
City	Budva
Period	10/10/24 → 12/10/24

Bibliographical note

Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

Keywords

Customer segmentation
Market optimization
Marketing analytics
Performance monitoring

Access to Document

10.1007/978-3-031-83611-4_31

Cite this

Küçükeruğurlu, A., Güner, H. B., & Çebi, F. (2025). Design of a Tracking System for Monitoring the Performance of Cosmetic Products Sold in Pharmaceutical Channels. In N. M. Durakbasa, & K. G. Gülen (Eds.), Sustainable Green Conversion - Selected Papers from ISPR 2024 (pp. 435-448). (Lecture Notes in Mechanical Engineering). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-83611-4_31

Küçükeruğurlu, Aleyna ; Güner, Hatice Buse ; Çebi, Ferhan. / Design of a Tracking System for Monitoring the Performance of Cosmetic Products Sold in Pharmaceutical Channels. Sustainable Green Conversion - Selected Papers from ISPR 2024. editor / Numan M. Durakbasa ; Kemal Güven Gülen. Springer Science and Business Media Deutschland GmbH, 2025. pp. 435-448 (Lecture Notes in Mechanical Engineering).

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abstract = "Effective performance tracking is pivotal for brands striving to excel in the dynamic world of dermocosmetics. This study introduces a system designed to monitor the sales performance of two new premium dermocosmetic brands entering the pharmacy channel of a global FMCG company. By emphasizing the need for understanding customer behavior and tailoring sales strategies, the research integrates RFMV (Recency, Frequency, Monetary, and “V” for in-pharmacy sales influencing factors) analysis as a powerful tool for customer segmentation. The study employs RFMV analysis and K-means clustering to classify pharmacies into three distinct segments: “Loyal Customers,” “Potential Loyal Customers,” and “Risk Customers.” Strategic insights are provided for each segment, offering practical recommendations to enhance sales performance and refine marketing tactics. This approach delivers actionable insights for optimizing product performance and strategic decision-making in a competitive market.",

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Küçükeruğurlu, A, Güner, HB & Çebi, F 2025, Design of a Tracking System for Monitoring the Performance of Cosmetic Products Sold in Pharmaceutical Channels. in NM Durakbasa & KG Gülen (eds), Sustainable Green Conversion - Selected Papers from ISPR 2024. Lecture Notes in Mechanical Engineering, Springer Science and Business Media Deutschland GmbH, pp. 435-448, 24th International Symposium for Production Research, ISPR 2024, Budva, Montenegro, 10/10/24. https://doi.org/10.1007/978-3-031-83611-4_31

Design of a Tracking System for Monitoring the Performance of Cosmetic Products Sold in Pharmaceutical Channels. / Küçükeruğurlu, Aleyna; Güner, Hatice Buse; Çebi, Ferhan.
Sustainable Green Conversion - Selected Papers from ISPR 2024. ed. / Numan M. Durakbasa; Kemal Güven Gülen. Springer Science and Business Media Deutschland GmbH, 2025. p. 435-448 (Lecture Notes in Mechanical Engineering).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AU - Küçükeruğurlu, Aleyna

AU - Güner, Hatice Buse

AU - Çebi, Ferhan

N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

PY - 2025

Y1 - 2025

N2 - Effective performance tracking is pivotal for brands striving to excel in the dynamic world of dermocosmetics. This study introduces a system designed to monitor the sales performance of two new premium dermocosmetic brands entering the pharmacy channel of a global FMCG company. By emphasizing the need for understanding customer behavior and tailoring sales strategies, the research integrates RFMV (Recency, Frequency, Monetary, and “V” for in-pharmacy sales influencing factors) analysis as a powerful tool for customer segmentation. The study employs RFMV analysis and K-means clustering to classify pharmacies into three distinct segments: “Loyal Customers,” “Potential Loyal Customers,” and “Risk Customers.” Strategic insights are provided for each segment, offering practical recommendations to enhance sales performance and refine marketing tactics. This approach delivers actionable insights for optimizing product performance and strategic decision-making in a competitive market.

AB - Effective performance tracking is pivotal for brands striving to excel in the dynamic world of dermocosmetics. This study introduces a system designed to monitor the sales performance of two new premium dermocosmetic brands entering the pharmacy channel of a global FMCG company. By emphasizing the need for understanding customer behavior and tailoring sales strategies, the research integrates RFMV (Recency, Frequency, Monetary, and “V” for in-pharmacy sales influencing factors) analysis as a powerful tool for customer segmentation. The study employs RFMV analysis and K-means clustering to classify pharmacies into three distinct segments: “Loyal Customers,” “Potential Loyal Customers,” and “Risk Customers.” Strategic insights are provided for each segment, offering practical recommendations to enhance sales performance and refine marketing tactics. This approach delivers actionable insights for optimizing product performance and strategic decision-making in a competitive market.

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KW - Market optimization

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BT - Sustainable Green Conversion - Selected Papers from ISPR 2024

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ER -

Küçükeruğurlu A, Güner HB, Çebi F. Design of a Tracking System for Monitoring the Performance of Cosmetic Products Sold in Pharmaceutical Channels. In Durakbasa NM, Gülen KG, editors, Sustainable Green Conversion - Selected Papers from ISPR 2024. Springer Science and Business Media Deutschland GmbH. 2025. p. 435-448. (Lecture Notes in Mechanical Engineering). doi: 10.1007/978-3-031-83611-4_31

Design of a Tracking System for Monitoring the Performance of Cosmetic Products Sold in Pharmaceutical Channels

Abstract

Publication series

Conference

Bibliographical note

Keywords

Access to Document

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