Sellforte Case Studies: Cloetta

24.9.20
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FMCG

How the leading confectionary company in the Nordics improved its Media ROI and gained +13 % more sales in Finland with Sellforte’s advanced Marketing Mix Modeling solution

Founded in 1862, Cloetta is the leading confectionery company in the Nordic region and The Netherlands. In total, Cloetta products are sold in more than 50 markets worldwide.

The company manufactures and markets confectionery, chocolate products, nuts, pastilles, chewing gum and pick & mix concepts.

Cloetta owns some of the strongest brands on the market, e.g Läkerol, Cloetta, Candyking, Jenkki, Kexchoklad, Malaco, Sportlife, and Nutisal. Cloetta’s annual sales was SEK 6,5 billion and Operating profit SEK 732 million in 2019.

Cloetta was interested in determining its marketing activities’ ROI on ongoing basis that would enable agile data-driven decision making from different perspectives: brands, media channels, and different trade marketing activities.

“Together with Sellforte we’ve finally been able to quantify the value our marketing investments. The initial results allowed us to optimize short- and long-term media budget allocation to drive profitable organic growth of our brands."

- Elena Degtyareva, Global Media & E-commerce Director, Cloetta

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