CUSTOMER DEVELOPMENT
MARCH 2013TURKEY
UNILEVER ON SHELF AVAILABILITYCOLLABORATION CYCLE
Belkis KuldukOSA Perfect Replenishment
Manager Unilever Asia Amet Russia
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
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
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
?
ANALYZE
LOSS CHART
PRIORITIZE OWNERSHIP
DATA CAPTURE
TEST SOLUTIONS
RESULTS ROLL OUT
JOINT ACTIONS
IMPROVE
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
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
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