BUILT IN-HOUSE BY INSIGHT MACHINE

Three modules.
One decision loop.

VEKTA, TAKTA, PULSA – strategy, tactics and the business's signals in a single platform. Each module works on its own horizon; all three run on the same data and the same priorities.

WHERE TO GROW · STRATEGY
VEKTA the business vector.

VEKTA looks for the hidden human barriers and motivations and new roles for the product – not just new segments and types of communication.

  • Growing demand segments
  • New-product priorities
  • The role of each brand in the portfolio
  • The roles of formats and packaging
Examples from categories
  • Liquid Death – water for bikers. They turned water from "the overly correct choice" into part of a rebellious image.
  • Coke Zero – made a new product part of everyday life without the "I'm on a diet" feeling, turning "sugar-free" from a restriction into the norm.
  • Kinder Surprise – turned a sweet into a ritual of unwrapping and collecting.
  • L'Oreal – made men's grooming a mass category by removing the cultural barrier men felt toward taking care of themselves.
HOW TO WIN · TACTICS
TAKTA the business tactics.

Helps turn strategy into action: understanding which changes truly drive growth and which only create the feeling of work being done.

  • Assortment optimization
  • Price elasticity and pricing
  • Promo ROI and scenario modeling
  • Channel and customer profitability
Examples from categories
  • McDonald's – instead of raising prices directly, they reworked the menu itself: the make-up of meal deals, portion sizes and what the customer sees first. The average check grew faster than inflation, yet the food still felt affordable.
  • Netflix – constantly test how to present their plans: the order of tiers, how price is framed, what's included in each. Small changes lift both the number of subscriptions and revenue per customer – with no new spend.
  • Starbucks – deliberate cup sizes, premium anchor items and seasonal drinks. The menu grows the average check on its own, without killing the sense of a "little treat".
WHAT'S HAPPENING · SIGNAL
PULSA the business pulse.

Helps you spot growth potential, possible losses and shifts in trends before they become a problem.

  • Tracking initiative execution
  • Drivers and barriers to results
Examples from categories
  • Coca-Cola – PULSA catches cannibalization. A new sports water began eating share from the flagship brand; the signal was caught in time – they cut the newcomer's visibility and share in coolers and stopped the share leak before serious losses.
  • "Citrus Fresh" – PULSA catches a competitor. Sales were falling, but the cause was only found after 4 months – a competitor had entered the shelf in the same volume and at the same price. PULSA would have spotted the new SKU within 1–2 weeks, flagged it as a high-risk signal, and sales-protection measures would have launched in 4–5 weeks rather than a quarter later.
10 RGM tools · One system

Our tools answer
the practical questions of the business.

Ten tools are spread across three modules and run on a single data layer – from long-term strategy (VEKTA) to growth in revenue and profit (TAKTA) and real-time monitoring (PULSA).

VEKTA Strategic decisions · Where to grow
01
Growing demand segments
We identify growing, high-spending segments – where the shopper is heading and why they're willing to pay more.
02
New-product priorities
Which launches to ship first to hit unmet demand, instead of creating yet another "me too".
03
The role of each brand in the portfolio
What builds share, what builds margin, and what drains resources with no return. A clear portfolio strategy.
04
The roles of formats and packaging
Which format for which channel and shopper – the right packaging architecture raises margin without growing the budget.
TAKTA Tactical decisions · How to win
05
Assortment optimization
ABC analysis + high-potential demand segments. Cut the excess, reinforce what matters – without losing coverage.
06
Price elasticity and pricing
Price-elasticity analysis on key SKUs and scenario planning for changes. Data instead of intuition.
07
Promo ROI and scenario modeling
We calculate the real payback of every promotion and model "what if" scenarios before the decision is made.
08
Channel and customer profitability
Which customers actually generate margin, and which – only volume. P&L management at the channel level.
PULSA Monitoring and signals · What's happening
09
Tracking initiative execution
We see deviations the moment they appear, not a quarter later in a report.
10
Drivers and barriers to results
Root-cause analysis: why the plan was met or missed, monitoring market changes in real time.
+10–21%
to category margin

The typical effect of a systematic RGM rollout in the first 6 months. Confirmed by global and Russian best practices.

Find the right format for your challenge →
The delivery process

From a business question
to a result on the shelf.

We don't just show charts. We help the team run the full cycle: from brief and hypothesis to the case for the retailer, launch and tracking the result.

01

Briefing.

Brand marketer: a new product launch or a portfolio review. Sales: the conversation with retailers. Finance: category margin.

02

Data.

We gather sales, margin, channels, promo, shelf and external signals into one loop. We clean and normalize it.

03

Scenarios.

We compare options by impact, resource, timeline and feasibility. 2–3 decisions, not a 100-slide deck.

04

Materials.

Arguments for marketing, sales, category management, finance and the conversation with retailers. Why the product should be expanded in distribution or put on the shelf.

05

Pulse.

After launch we track deviations, the causes behind results and the next actions. A signal, not a report a quarter later.

and across the whole process
+

Aligning the team's key metrics (KPIs).

Every function works on the same priorities. Marketing, sales, category management and finance see the same goals and the same numbers. Personal and team barriers become visible – and are removed quickly.

SCENARIO MODELING


Move the levers, watch the effect on operating profit (EBITDA).

A real model: price, VPO realization, the return on distribution and on promo investment. The base scenario – ₽9.5 bn in revenue and an 18% EBITDA margin. Press "Optimize" and the algorithm will find the best combination.

TAKTA · scenario simulator
live
SKU priceprice-elasticity model
+4.5%
VPOmultifactor sales model
+6%
Promo depthpromo ROI and what-if
−15%
Distributiondistribution-return model
+8 pp
EBITDA Δ
+182 M ₽
Revenue Δ
+8.4%
Volume Δ
+2.1%
Margin
+2.4 pp
Investment
+57 M ₽
Under the sliders – real RGM models on your data: price elasticity, a multifactor sales model, promo ROI, distribution return.
Demo model. The real one is calibrated to your data.
?FAQ