1. UNILEVER ON SHELF AVAILABILITY COLLABORATION CYCLE
MARCH 2013
TURKEY
Belkis Kulduk
OSA Perfect Replenishment Manager
Unilever Asia Amet Russia

3. WHAT IS AVAILABILITY?

4. 3 : 1 .
OSA
SALES GROWTH :

5. How do shoppers react when they cant find products on shelf?
OUT OF STOCK?
40%
Retailer Loss
35%
Supplier Loss
Talk about Unilever SKUs number – How many shoppers we reach everyday , and how they get disapponted by OOS –everyday we reach x shoppers and we disappoint x people..
Explain the story of different shopper reactions in case of Out of Stock – Tell about yourself – I am a shopper that asks the employees if the product is in Back of Store?
Tell generally about why retailers should be involved – because the loss is also coming from in store operations not only upstream issues
How do shoppers react when they cant find products on shelf?
Pie chart showing a research of international survey .

6. WHY
Availability?

10. OPPORTUNITY
IS HUGE

11. ON TIME Delivery is KEY..
What if our products are not ON SHELF even though they are in store on time?

12. ROOT CAUSES
*Output from Global OSA Collaboration Projects

13. UNILEVER OSA
COLLABORATION CYCLE

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

16. MEASURE Measure Business Wide availability results
Unveil Hidden Opportunity
Prioritize where to focus and improvement areas

17. EXECUTE Every day Execute, Execute, Execute!
Focus on the priority stores
Use tailor made quick solutions

18. How can we improve further?
RESULTS
How can we improve further?
*Unilever internal scorecard

19. TRAIN

20. COLLABORATE
ALIGN 1
IMPROVE 3
ANALYZE 2

21. ? ALIGN SPONSORSHIP JOINT TARGETS RIGHT TEAM JOINT DEFINITION
FOCUS AREA
TIME PLAN ?

22. DATA CAPTURE
LOSS CHART
ANALYZE
PRIORITIZE
OWNERSHIP

23. TEST SOLUTIONS
JOINT ACTIONS
IMPROVE
RESULTS
ROLL OUT

24. PILOT PROJECTS – REPEATABLE SOLUTIONS
Back of Store Organisation
Daily
Gap Scan Checks
Right and On time Order
Correct System Stock
Collaborative Planning Forecasting Replenishment (CPFR)
Monthly Customer Supplier OSA Meetings
Regular Master Data Control
On Shelf Availability Trainings
Daily Awareness Messages / Incentives for Teams
*Unilever Data taken from Differnt Pilot Projects

25. Avg. On Shelf Availability
RESULTS 7%
99.6%
1.5%
99.4%
97.3%
Avg. On Shelf Availability 2%
Avg. Turnover Growth
*Unilever Data taken from Several Pilot Projects

26. TRAIN
COLLABORATE
OSA
Collaboration
Cycle
MEASURE
EXECUTE

27. Thank !