Sellforte Case Studies: Orkla

29.3.22
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FMCG

How the beloved house of brands built unified measurement system to track its brands’ performance together with Sellforte

Orkla is the leading branded consumer goods company in the Nordic and Baltic regions. Its products are sold in over 100 countries, with the product categories including Foods, Confectionery & Snacks, Care, Food Ingredients and Consumer & Financial Investments.

The consumer good market is complex and relying on not only the efficiency of media but also trade marketing and store activities. Moreover, soaring prices of raw material, store visibility and selection changes impact business environment to a high degree.

Orkla wanted to understand how big of an impact different variables of the complex environment have on each brand. Moreover, Orkla wanted to discover best practices that could be leveraged with other brands and categories as well.

“Working with Sellforte’s team has been a great experience! It’s amazing how much you can learn by fully leveraging your data, and the shift from occasional modeling projects to continuous Marketing Mix Modeling which has enabled us powerful testing& learning capabilities.”

- Jarkko Leskinen, Marketing Director at Orkla Finland

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