UNILEVER ON SHELF AVAILABILITY COLLABORATION CYCLE

CUSTOMER DEVELOPMENT

MARCH 2013TURKEY

UNILEVER ON SHELF AVAILABILITYCOLLABORATION CYCLE

Belkis KuldukOSA Perfect Replenishment

Manager Unilever Asia Amet Russia

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WHAT IS AVAILABILITY?

3 : 1OSA

SALES GROWTH

:

.

35% Supplier Loss

40% Retailer Loss

31%26%19%

15% 9%

Chart Title

Substitute – Same Brand

Substitute – Different

Brand

Buy item at a different store

Do not purchase

itemDelay

Purchase

How do shoppers react when they cant find products on shelf?

OUT OF STOCK?

Pie chart showing a research of international survey

WHY AVAİLABİLİTY

?

http://www.google.com.tr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Tb1kDM82VE6zyM&tbnid=3UY4COqv38fRJM:&ved=0CAUQjRw&url=http://socialpronow.com/blog/create-your-personal-why/&ei=fZZlUvCiM6jL0QWp_YHICg&bvm=bv.54934254,d.bGE&psig=AFQjCNGMfkX1D02zTDP3BV5OI5HzikLvSQ&ust=1382475678949549

OPPORTUNITYIS HUGE

What if our products are not ON SHELF even though they are in store on time?

ON TIME Delivery is KEY..

ROOT CAUSES

*Output from Global OSA Collaboration Projects

50%Void / Listing

UNILEVER OSA COLLABORATION CYCLE

http://www.google.com.tr/url?sa=i&source=images&cd=&cad=rja&docid=UoZDY74fIxeN7M&tbnid=VvQ_md4Fc5bF_M:&ved=0CAgQjRwwAA&url=http://galeri.uludagsozluk.com/g/topa%C3%A7-gibi-ma%C5%9Fallah/&ei=jlx5UrqtNNCN0wWK44GQCg&psig=AFQjCNHXV07-6m1B23ioOr89_AWRSF1R0w&ust=1383771662907131

MEASURE

TRAIN

EXECUTE

COLLABORATEOSA

Collaboration Cycle

TRAIN

• People & Capability as Initial Focus• Learn by Real Life Cases• Use different tools & techniques• Tailor - made trainings

MEASURE

• Measure Business Wide availability results• Unveil Hidden Opportunity • Prioritize where to focus and improvement areas

EXECUTE

• Every day Execute, Execute, Execute!• Focus on the priority stores• Use tailor made quick solutions

RESULTS

How can we improve further?

*Unilever internal scorecard

TRAIN

MEASURE

TRAIN

EXECUTE

COLLABORATEOSA

Collaboration Cycle

COLLABORATE

ALIGN1

IMPROVE3

ANALYZE2

SPONSORSHIP JOINT TARGETS RIGHT TEAM

ALIGN JOINT DEFINITION FOCUS AREA TIME PLAN

?

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http://www.google.com.tr/url?sa=i&source=images&cd=&cad=rja&docid=fy_k3htyEpWTFM&tbnid=1PXUz2NCOUdbPM:&ved=0CAgQjRwwAA&url=http://www.hsc.csu.edu.au/ind_tech/design/3291/computer_applications.html&ei=1Hx5UpKoFqbR4QTX4IHABQ&psig=AFQjCNHOLOXThWTNbiIj68zmyLtoRItf2g&ust=1383779924418781

ANALYZE

LOSS CHART

PRIORITIZE OWNERSHIP

DATA CAPTURE

TEST SOLUTIONS

RESULTS ROLL OUT

JOINT ACTIONS

IMPROVE

http://www.google.com.tr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ypHjZ-4Z0z4V0M&tbnid=kyqSF327JHRZ8M:&ved=0CAUQjRw&url=http://www.onbile.com/info/online-advertising-forecast/&ei=65plUofKGKSZ0QWp0oG4DQ&bvm=bv.54934254,d.bGE&psig=AFQjCNHV6LZaWutZpYHeSBt6XohDZBQ5kA&ust=1382476861290124

Correct System Stock

On Shelf Availability Trainings

Back of Store Organisation

Daily Gap Scan Checks

Regular Master Data Control

Right and On time Order

Daily Awareness Messages / Incentives for Teams

Collaborative Planning

Forecasting Replenishment

(CPFR)

PILOT PROJECTS – REPEATABLE SOLUTIONS

*Unilever Data taken from Differnt Pilot Projects

Monthly Customer Supplier OSA Meetings

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97.3%Avg. On Shelf

Availability

2%Avg. Turnover

Growth

RESULTS

*Unilever Data taken from Several Pilot Projects

99.6%

7%99.4% 1.5%

MEASURE

TRAIN

EXECUTE

COLLABORATE OSA Collaboration

Cycle

Thank !

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UNILEVER ON SHELF AVAILABILITY COLLABORATION CYCLE

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