Uvelka finds new business growth directions with the help of Qlik Sense

About Uvelka

Uvelka is one of the largest Russian companies in the cereals market. The company's brand is widely known not only in the Russian Federation but also in 25 countries around the world. Its products are sold in more than 96 thousand retail outlets across the country – super- and hypermarkets of national and regional retailers, as well as.

The company has been producing tasty and healthy cereal products that are easy in preparation for every day and provide families with good and healthy eating for more than 25 years.

Implementation effects

"Our cooperation with Uvelka began with an interesting project – retail sales analysis based on the Qlik Sense platform," says Alexey Baturin, Novo BI CEO.

As a result, Uvelka employees received the opportunity to quickly monitor and thoroughly analyze large amounts of information on retail sales:

  • Product range analysis, a ranking of products;
  • Price and price brackets analysis, price elasticity estimation;
  • Sales pattern and sales geography analysis;
  • Promotion analysis and the impact of promotions on key sales metrics;
  • Analysis of sales regularity, product life-cycle, retail outlets, retail chains.

“Now we have new analysis models, metrics and scenarios that we did not work with before. The application allowed us to take a fresh look at the sales and our position in the market, as well as to see opportunities for growth."

Vitaly Vladimirovich Zyablin, Uvelka CEO

"Then we came to understand that we need a more comprehensive view on sales and marketing, as well as their analysis," says Sergey Kirpichenko. "Novo BI specialists offered us a number of solutions:

  • Secondary sales analysis
  • Joint analysis of primary and secondary sales
  • Growth potential estimation, automation of task assignment to sales staff, and recommendations on introducing new items at the level of distributors and outlets
  • Expanded promotion analysis – trade and BTL
  • Expanded analysis of retail sales taking into account promotions and loyalty cards data
  • Expanded sales analysis – Nielsen solution for retail audit data processing, storage, and visual analysis" 

All solutions have been successfully implemented and today serve as one of the main tools for sales and marketing departments, as well as for Uvelka management.

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Исследования осуществляются Novo BI при грантовой поддержке Фонда «Сколково» 121205, Russia, Moscow, territory of the SKOLKOVO innovation center, 42 Bolshoy Boulevard, p. 1, floor 3, office 1131


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