Marketing & Commerce

Build stronger brands. Know what every choice is worth.

Molsaro connects brand and category performance, your own consumer and shopper research, and the competitive moves around them — then shows what each promotion, distribution, pack, portfolio or launch choice is worth in revenue, margin and share, and the range you should plan for.

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Lumea · Facial skincare · Western Europe · H2 2026

Take the growth in distribution, not in deeper promotion.

+€4.2M

Revenue above the approved plan
Range €2.8M – €5.4M

Marketing Decision Intelligence Software | Molsaro Actual revenue rises from €2.72M in August 2025 to €3.31M in July 2026. The recommended distribution move forecasts €3.76M by December 2026 with an expected range of €3.46M to €4.08M, above the approved plan, which reaches €3.30M over the same period. 4.0 3.0 ACTUAL RECOMMENDED · RANGE APPROVED PLAN AUG 2025 JUL 2026 DEC 2026
  • Actual
  • Recommended, with range
  • Approved plan
Monthly revenue, €M · Western Europe · Aug 2025 – Dec 2026

Where the €4.2M comes from

  • Distribution+€3.6M
  • Market+€1.4M
  • Competitive−€0.5M
  • Price−€0.3M

Compared with the approved plan for H2 2026 · Ranges at 80%

Marketing arrives at the growth conversation with the business case already made.

  • Know where the growth actually is.

    See which brands, packs, customers and markets are carrying growth, which are being carried by the market, and which are quietly funding the rest.

  • Put the money behind the move that returns most.

    Compare the choices in front of you — promotion, distribution, pack, portfolio, launch — with revenue, margin and share against each one, and the range around it.

  • Give leadership a decision, not a debate.

    Every recommendation carries the plan it beats, the sources behind it, the range it holds within, and the person accountable for it.

Performance

Separate the growth you earned from the growth the market handed you.

Molsaro takes the quarter’s revenue change apart — market, competitors, price, promotion, distribution, seasonality, and the brand’s own base — and measures each one over the period you choose, then carries the same forces into the forecast.

  • Every factor is measured against the same reference case, so the parts add back to the total you already reported.
  • The balancing factor is named, never buried.
  • The same decomposition runs at brand, pack, customer, channel and market level, at whatever period your data arrives in.

Lumea · Western Europe · revenue, €M · Q2 2026 against Q2 2025

  1. 17.8 Q2 2025
  2. +1.10 Market
  3. −0.70 Competitive
  4. +1.40 Distribution
  5. +0.35 Promotion
  6. −0.25 Price
  7. +0.10 Seasonality
  8. −0.25 Base
  9. +0.05 Residual
    balancing
  10. 19.6 Q2 2026

Availability built the quarter. Price and competitive pressure cost €0.95M of it.

Decisions

Every option arrives with the revenue, margin and share attached.

Compare the moves against the plan you already approved: what each one adds, what it costs you elsewhere, how wide the range is, and where it breaks a guardrail you set.

  • Price, promotion, distribution, pack, portfolio, launch and delist, in one comparison.
  • Competitor response is modelled, not assumed away.
  • The recommendation is a starting position, not a verdict — the owner and the review date travel with it.

Approved plan · H2 2026

Revenue
€38.4M
Gross margin
31.2%
Value share
12.4%

Every option is measured against this.

Option A · Promotion

Deeper Q4 promotion in Grocery

−15% depth · 4 weeks

Revenue
+€1.2M €0.4M – €2.0M
Gross profit
−€0.3M
Value share
+0.4 pt
Guardrail
Gross margin 29.6%, below the 30.0% floor
Timing
Contributes in 4 weeks

Option B · Distribution Recommended

250ml into two Grocery accounts

Listing from week 6

Revenue
+€4.2M €2.8M – €5.4M
Gross profit
+€1.6M
Value share
+1.1 pt
Guardrail
Within guardrails
Timing
Contributes from week 6

Option C · Launch

Refill format, Q1 2027

New pack · existing brand

Revenue
+€2.6M €1.1M – €4.0M
Gross profit
+€0.9M
Value share
+0.7 pt
Guardrail
Within guardrails
Timing
Six months of build first

Compared with the approved plan for H2 2026: €38.4M revenue, 31.2% gross margin, 12.4% value share. Competitor price architecture held at current levels. Ranges at 80%, drawn on one shared scale of €0 – €6M.

Research & evidence

Brand strategy that survives the first hard question.

Molsaro reads the studies you commissioned, the category reviews you already wrote, the plans you ran and what they returned, and the market coverage around them — then answers with the source, the period and the definition behind every line.

  • Your research resolves to the same brands, packs, customers and markets as your performance data, so a study and a sales figure can finally be read in one sentence.
  • Ask in your own words; the answer arrives with its citations.
  • What you decided, and what it returned, is kept beside the evidence that argued for it.
  1. Shopper & consumer studies 2023 – 2026
  2. Brand tracking (yours) Q1 2026
  3. Category reviews 2025
  4. Plans you ran, and what they returned 2024 – 2026
  5. Sell-out and distribution to P07 2026
  6. Market and competitor coverage Rolling

The question Which unmet need is Lumea under-serving in Germany, and is a refill format the answer?

The answer

  1. Refill intent in the category has doubled among existing buyers, and it is highest where your 250ml is already listed.1
  2. Your own tracking puts Lumea second on sustainability and first on efficacy in the same households.2
  3. The two accounts carrying that overlap are the two where distribution is thinnest.3

A refill format defends the buyers you have. Distribution wins the ones you do not.

  • 1 Shopper study · DE, FR · Mar 2026
  • 2 Brand tracking · Q1 2026
  • 3 Sell-out and distribution · to P07 2026

Decision recorded · outcome measured against plan

Agents

Every recurring review arrives already written.

Molsaro Agents watch the category, keep the brand picture current, and write the readouts your reviews depend on. Each one runs to a schedule, shows what it used, and hands finished work to the person accountable for it.

  • Market Landscape Update Monthly Where the category moved, and who moved it
  • Brand Guardian Weekly Brand performance against plan, with the reason attached
  • Shopper & Consumer Themes Quarterly What shoppers said, grouped, with every source named
  • Channel Dynamics Deep Dive Quarterly Where channel growth is shifting
  • Innovation Landscape Scan Monthly What launched, and what it takes from you
  • Decision Brief On request The options, the numbers, the recommendation
  • Executive Briefer Weekly The readout leadership reads first
See the full agent library

Household care · Nordics · Week 32

Executive readout

Private label took 1.4 points of the category. Two of your four packs held.

  1. The loss is concentrated in the 2 litre refill, and all of it is in one retailer. Sell-out · wks 26 – 32
  2. Your two premium packs grew ahead of the category on unchanged price. Sell-out · wks 26 – 32
  3. Two competitor launches enter the same shelf in September. Market coverage · to 8 Aug

Prepared by Executive Briefer · For: Marketing Director, Nordics · Monday 07:00

See what your next brand decision is worth.

We will set Molsaro on one of your brands, with your performance and your research, and walk your team through the decision it produces.

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