Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

упаковка готовая к выкладке

1,395 views

Published on

Published in: Business
  • Be the first to comment

  • Be the first to like this

упаковка готовая к выкладке

  1. 1. SHELF READY PACKAGING (SRP) – THE FUTURE OF RUSSIAN RETAIL Galant Alexander Merchandising head of discounter format
  2. 2. <ul><li>Transport package that </li></ul><ul><li>Meets ergonomic requirements of the retailer; </li></ul><ul><li>Easy to open; </li></ul><ul><li>Customer friendly design; </li></ul><ul><li>Easy to ID; </li></ul><ul><li>Easy to dispose; </li></ul>SRP. WHAT IS IT?
  3. 3. SCA Packaging St. Petersburg
  4. 4. SCA Packaging St. Petersburg
  5. 5. SCA Packaging St. Petersburg
  6. 6. EVOLUTION IN SHELF READY PACKAGING Non SRP Cases (0201) Wraps (0406) <ul><li>1 st gen. SRP </li></ul><ul><li>Cases with perforation </li></ul><ul><li>Wraps with perforation </li></ul><ul><li>2 nd gen. SRP </li></ul><ul><li>Two piece boxes </li></ul><ul><li>Tray & lid </li></ul><ul><li>Dynamic SRP </li></ul><ul><li>Product in front </li></ul><ul><li>Gravity </li></ul><ul><li>Always visible </li></ul><ul><li>No re-work </li></ul>
  7. 7. SRP DEVELOPMENT IN FMCG SECTOR IN EUROPE 2005 2010 % annual growth mln , m 2 % mln , m 2 % SRP 7 064 40,5 9 670 47,6 6,2 Conventional packaging 10 379 59,5 10 645 52,4 0,2 Total 17 443 100 20 315 100 2,9
  8. 8. RETAIL COSTS Stock keeping 15% Receiving 15% Shelf service 30% Service 5% Cashier 25 % OH 10%
  9. 9. OUR TARGET THE TARGET OPEX reduction in terms of payroll Out of stock reduction Feeling of wide choice despite limited assortment
  10. 10. MODERN GROCERY DISTRIBUTION <ul><li>The discount channel is set for the strongest growth. </li></ul><ul><li>2009 saw strong discount store growth in the key markets of Europe and North America. </li></ul><ul><li>Hypermarkets will see relatively low growth due to saturated markets, the high cost of investment per store and growing pressure on non-food sales. </li></ul>The discount channel to benefit from the focus on value/price Global: Store Number Growth by Channel, 2009-2011
  11. 11. EUROPEAN DISCOUNTERS PRACTICE 80% SKU in SRP -> <ul><li>Feeling of wide choice despite limited assortment (1,5-2 th . SKU) ; </li></ul><ul><li>Store looks colorful </li></ul><ul><li>Minimal staff needed for shelving </li></ul>
  12. 12. TOP10 RETAIL CHAINS IN RUSSIA Joint projects with SCA Packaging Russia Name Sales mln. RUR Growth 09 / 08, % Market share , % Stores quantity X5 366,777 +21.6 5.0 1,923 Magnit 165,999 +24.5 2.3 3,197 Auchan 109,573 +25.1 1.5 64 Kopeyka 65,762 +25.8 0.9 659 Dixy 60,685 +27.1 0.8 638 Lenta 55,600 +9.4 0.8 35 Victoriya 50,111 +22.1 0.7 254 7 Kontinent 40,281 +20.9 0.5 143 Okey 40,171 +37.0 0.5 47 Real (Metro Group) 15,036 -2.6 0.2 15
  13. 13. LACK OF INTERACTION BETWEEN MANUFACTURERS AND RETAILERS IN TERMS OF TRANSPORT PACKAGING MANUFACTURER - RETAILER. PROBLEMS Large one-off investments needed to implement SRP Lack of SRP manufacturers on the market Not all manufacturers realize advantages of SRP Lack of experience Retailers are not consolidated
  14. 14. MANUFACTURER - RETAILER. PROBLEMS What are the Key Barriers in Adopting RRP Across the Industry?
  15. 15. PACKAGING PROBLEMS IN RETAIL SRP imitated by merchandisers Other supplier's/producer’s packaging is used Product damage when opening package
  16. 16. <ul><li>RUSSIAN MADE - </li></ul><ul><li>Package is brown and faceless . Hard to find the product in DC; </li></ul><ul><li>No design, no color; </li></ul><ul><li>Package is fragile and jammed ; </li></ul><ul><li>Hard to open; </li></ul><ul><li>Doesn’t fit the shelf; </li></ul>PACKAGE COMPARISON
  17. 17. Easy to ID RETAILERS ADVANTAGES OOS and OOD reduction Easy shelving Feeling of abundance OPEX REDUCTION
  18. 18. Wider assortment on the same space All tastes are blocked together Easier goods receiving , stock taking , product ID RETAILERS ADVANTAGES . MIX BOX
  19. 19. Guaranteed facing Brand promotion Brand-block creation Face to customers MANUFACTURER’S ADVANTAGE
  20. 20. MANUFACTURER’S ADVANTAGE Advertising space ~ 18 м2 ~ 30 000 RUR/ month Total : ~ 1670 RUR/m 2 Advertising space ~0,5 м2 ~134 RUR/month Total : ~ 268 RUR/m 2
  21. 21. Merchandisers costs reduction OOS reduction Easy to ID Shrinkage reduction Easy to make a display MANUFACTURER’S ADVANTAGE
  22. 22. PRIVATE LABEL PRIVATE LABEL – is the best example of SRP implementation SRP usage achieves 80-100% for goods under PL among West European retailers ( Carrefour , TESCO, Aldi and others).
  23. 23. PRIVATE LABEL <ul><li>X5: Plans to increase PL share up to 30-50% in the medium term. </li></ul><ul><li>METRO GROUP: Plans to increase PL share from 8% up to 10-11% by 2012 year. </li></ul><ul><li>MAGNIT : Plans to increase PL share up to 20% by 2015 year . </li></ul>
  24. 24. SHELF READY PACKAGING SCA Packaging together with retailers and suppliers launched a project to implement SRP Consumer Producer Retailer
  25. 25. SHELF READY PACKAGING PROBLEM SOLVING RETAILER SCA PACKAGING SUPPLIER SUPPLIER
  26. 26. PROJECT TEAM <ul><li>Sales manager </li></ul><ul><li>Designer </li></ul>Supplier <ul><li>Merchandising manager </li></ul><ul><li>Category manager </li></ul><ul><li>Key account manager </li></ul><ul><li>Logistics manager and/or purchasing manager </li></ul><ul><li>Brand manager </li></ul>Retailer
  27. 27. PARTICIPANTS AND THEIR INPUT TO PROCESS Retailer Producer Costs Responsibility for implementation Quantity of products in a box Product information SCA SRP proven designs SCA tools Customized shapes and graphics Problem solving
  28. 28. TOOLS Во время проведения совместных с клиентами семинаров мы используем логистический подход и собственные средства проектирования <ul><li>Оптимальное размещение продукции </li></ul><ul><li>Cape </li></ul><ul><li>Дизайнерские программы </li></ul><ul><li>Artios CAD </li></ul><ul><li>Adobe CS </li></ul><ul><li>Библиотека готовых решений </li></ul><ul><li>Midas </li></ul><ul><li>Программа расчета прочности коробки </li></ul><ul><li>SAM </li></ul><ul><li>3-D визуализация </li></ul><ul><li>Imagine </li></ul>Плоттер
  29. 29. STREAMLINING THE DECISION PROCESS SHOPPER MANUFACTURER RETAILER SPEED
  30. 30. SCA Packaging St. Petersburg Costs after… Costs before…
  31. 31. SRP IMPLEMENTATION While cost for packaging increased by 76 000 RUR, return losses decreased by 1 500 000 RUR per month. Before … … after
  32. 32. FIRST RESULTS
  33. 33. SUMMARY 2. SRP projects with category leaders, holders of world’s best practice - 3. Package requirements are listed in PL tendering terms and conditions 1. Mutual advantages for retailers and manufacturers . SRP provides instant result ;
  34. 34. THANK YOU! LET’S DO IT! Our ergonomic requirements DEPTH max 40 CM WIDTH max 30 CM HEIGHT max 30 CM

×