SAV Orbico × Sales'Up: How Ukraine's Largest P&G Distributor Automated $50M in Trade Marketing Funds on Creatio
Key Facts
$50,000,000 Annual trade marketing funds
75+ Brands centralized in one system
60,000+ Retail outlets served across Ukraine
1,400+ Employees across the organization
33 Years of distribution operations
About SAV Orbico
Founded in 1992 and headquartered in Kyiv, SAV Orbico has built one of Ukraine's most extensive FMCG distribution networks. The company is the national distributor for P&G and other leading global manufacturers, servicing more than 60,000 outlets across all regions of Ukraine. With over 1,400 employees and more than 50,000 square meters of warehouse space, the company operates at a scale that few Ukrainian distributors can match.
The brand portfolio reflects that scale. SAV Orbico distributes products from P&G – including Ariel, Tide, Pampers, Pantene, Always, and Blend-a-med – as well as Pringles, Chupa Chups, Mentos, Starbucks cold drinks, Wella, Londa, Duracell, and dozens of other global and local brands, with more than 75 labels under active distribution management at any given time.
In 2024, the company entered a new strategic chapter. Croatian Orbico Group acquired a controlling 51% stake in the business, with group owner Branko Roglic announcing a roughly €50 million investment in the Ukrainian operation. Orbico Group itself operates across 24 countries with around 9,000 employees, managing more than 500 global and local brands throughout Europe.
The Challenge: $50 Million Managed Through Spreadsheets
Trade marketing is the financial engine of FMCG distribution. Every promotional campaign, every volume discount, every co-investment agreement with a brand partner creates financial obligations – funds that must be tracked, approved, spent, reported, and reconciled. For SAV Orbico, this amounted to $50 million flowing through the trade marketing function annually.
The problem was not a lack of process. The problem was where that process lived. Budget management ran through a combination of Excel files and internal accounting systems – a setup familiar across the FMCG industry, and one that works reasonably well at small scale. At SAV Orbico's level of operation, it created three compounding problems:
No single source of truth. Budget data was distributed across multiple files maintained by different people and departments. Any discrepancy required manual reconciliation. At $50M in annual funds, the cost of undetected errors is not theoretical.
No real-time visibility. Department heads could not reliably know their current fund balances without requesting a manual update from the trade marketing team. This created a constant information lag – slowing approvals, delaying decisions, and generating friction.
No systematic controls. With hundreds of active promotions running in parallel across 75+ brands and more than 60,000 outlets, the volume of transactions exceeded what any manual system could reliably govern.
The Solution: Sales'Up FMCG Management on Creatio
SAV Orbico partnered with Sales'Up – a certified Creatio implementation partner operating across 25+ countries – to deploy Sales'Up FMCG Management: a ready-made product built natively on the Creatio no-code platform and available on the Creatio Marketplace.
The strategic advantage of a Marketplace product over custom development is concrete. The core logic of trade marketing management was already built, tested, and running in production environments at other FMCG distributors. SAV Orbico brought their operational requirements to a product that already spoke the language of their business. Configuration, not construction.
The system – which SAV Orbico named AFINO internally — was structured around four operational pillars:
1. Partner Agreement Management
Every trade marketing cycle begins with an agreement between the distributor and the brand partner. AFINO digitized this process entirely. Terms, budgets, discount structures, and promotional mechanics are captured in the system at the agreement stage – creating a permanent, auditable record that eliminates the need to trace commitments back through email threads during reconciliation.
2. Full Promotional Activity Lifecycle
Once agreements are in place, AFINO manages every stage of promotional execution: planning, budget allocation, activity tracking, expense control, and completion reporting. Sales teams and trade marketing managers operate from the same live data. Budget balances update automatically as activities are approved and executed.
3. Two-Way ERP Synchronization
The most technically critical element of the implementation was the integration between AFINO and SAV Orbico's internal ERP system. The synchronization runs bidirectionally: discount documents flow from AFINO into the ERP for financial posting, while actual merchandise turnover data flows back from the ERP into AFINO for results analysis against plan.
4. Automated Reporting and Promotion Analytics
Department heads receive system-generated weekly reports with current fund balances – removing the need to compile figures or request updates. Beyond operational reporting, AFINO enables detailed analysis of each individual promotion by product line, client, and geographic region.
CEO Sales'Up – Quote
"SAV Orbico is the kind of project that shows what Sales'Up FMCG Management is designed for. This is not automation for its own sake – it is giving a leadership team real financial control over $50 million in funds that were previously managed through spreadsheets. The no-code architecture of Creatio allowed us to configure the system to SAV Orbico's specific operational logic without building from scratch."
– Alex Andronik, CEO, Sales'Up
Results: Before and After
Before Sales'Up FMCG Management:
Trade marketing budget data distributed across multiple Excel files with no centralized control.
No real-time fund balance visibility for department heads.
Manual reconciliation between trade marketing and finance teams – time-consuming and error-prone.
High exposure to human error across hundreds of simultaneously active promotions.
No systematic ability to analyze individual promotion performance by product, client, or region.
After Sales'Up FMCG Management:
$50M in annual trade marketing funds managed in a single, centralized platform.
Full budget lifecycle automated: from partner agreement through planning, execution, and final reporting.
Two-way ERP synchronization delivering real-time financial accuracy with no manual data transfer.
Automated weekly reports with current fund balances delivered to department heads.
Promotion analytics available by product line, client, and region – supporting data-driven planning.
What's Next
The go-live of Sales'Up FMCG Management marks the beginning of SAV Orbico's digital transformation roadmap, not the end. With core trade marketing automation now operational, the next phase includes expanding the platform's scope across additional business functions and integrating AI-driven capabilities – including predictive budget planning, promotional effectiveness forecasting, and intelligent recommendations for trade marketing investment allocation.
For a company freshly integrated into Orbico Group's pan-European distribution network, having a scalable, configurable platform as the operational foundation is not a technical decision – it is a strategic one.
SAV Orbico has been working with Creatio since 2019. Sales'Up FMCG Management is available on the Creatio Marketplace.
To learn more or request a demo – visit salesup-it.com