Dimensión 4: Impacto Global del Teletrabajo

Because of its importance to the consumer, or ange juice is one of the more important pro-ducts for the re tail er to keep in stock. In many coun tries, fruit juice is distributed both chilled and at ambi- ent tem per a ture. This can make it dif fi cult for the retailer to dis play juice as one cat e go ry and for the consumer to make a pur chase de ci sion.

10.2.1 DIS TRI BU TION UNITS

In general, juice dis trib ut ed at ambient tem- per a ture com pris es one-way sys tems and juice dis trib ut ed chilled com pris es re turn a ble sys tems. This is main ly in accordance with the shorter shelf life of chilled juice and with es tab lished dis tri - bu tion sys tems that exist in some coun tries.

One-way sec ond ary pack ag ing (see Figure 10.3) can be split up into dis tri bu tion units and

sales units; it some times func tions as both. Typical dis tri bu tion units are card board trays, wrap a round box es, sleeves and fi lm-wrapped units. Card board of fers the best pro tec tion for the pack ag es, as boxes more than trays. Dis tri bu tion units in fi lm are not so com mon ly used for juice. Ex am ples of sales units in tend ed for con sum ers who buy more than one pack age at a time are board-wrapped units, sleeves and fi lm-wrapped units. The choice here de pends on the purpose of the unit, i.e. simply to sell a larger quan ti ty of pack ag es in one unit or whether it is also used to en hance the image of the juice prod uct.

Examples of re turn a ble sec ond ary pack ag ing are plastic crates in various shapes and siz es, and roll con tain ers (see Figure 10.4). In some coun- tries, roll con tain ers and crates are used all the way from the juice pack er to the chilled sector in the store. In other coun tries, the units are un- load ed when they ar rive at the store for storage and display pur pos es.

Fig. 10.3 Typical one-way secondary packaging.

Corrugated cardboard tray Shrink-wrap unit

Wraparound unit

Roll container

Plastic crate

Pallets of var i ous types of ma te ri al and siz es form the main ter ti ary unit used for trans por ta tion of card board units, fi lm-wrapped units and crates (see Fig ure 10.5). The most com mon pal lets used are 800x1,200 mm, 1,000x1,200 mm and 40x48". Half pal lets (800x600 mm) and quar ter pal lets (400x600 mm) are also used. An oth er type of tertiary unit is the roll con tain er.

10.2.2 HANDLING AT THE RE TAIL ER

The retailer handles full pal lets, roll con tain ers, sec ond ary units (trays) and in di vid u al pack ag es. For high vol ume or pro mo tion al items, the most effi cient unit is a full pal let. With the av er age- sized retailer it is more com mon to han dle sec ond ary units which are placed di rect ly onto shelves or opened to allow in di vid u al pack ag es to be stacked onto shelves. Han dling at the re tail er can be ex plained with the help of Fig ure 10.6.

The delivery truck unloads roll con tain ers or pallets and places them in the shop’s storage area (1). The de liv ery is checked against the delivery doc u ment to con fi rm that the re tail er has re ceived what he or dered (2).

A roll container may hold shelf-sta ble prod ucts des tined for different de part ments of the store (though chilled products are nor mal ly packed sep a rate ly). There fore prod ucts have to be sorted ac cord ing to de part ment (3). Prod ucts are then trans port ed out to the dis play area (4) where they are put on shelves (5). Trans port pack ag ing (main ly for shelf-stable prod ucts) is re moved and sep a rat ed for lat er re cy cling. The fi nal step at the re tail er is the checkout (6).

Figure 10.6 Handling at the retailer. Fig. 10.5 Pallets of various types form

the main tertiary packaging units.

Storage area Display area

Sales price Costs of goods sold Gross margin Other direct revenues Warehouse direct costs Transport direct costs Store direct costs Retunables costs Adjusted gross margin Direct product costs Direct product profit DPP: Direct product profi tability

During the handling steps from juice producer to con sum er, a prod uct which is easy to han- dle and ef fi cient to trans port has an ad van tage be cause this will trans late into a bet ter margin for the retailer. This is what DPP meas ures. The gross margin is ad just ed for all costs add ed by the prod uct, in clud ing trans port, oc cu pied shelf- space, time on the shelf and prod uct han dling (see Figure 10.7)

The variables that af fect DPP cover the pack age itself, more im por tant ly the sec ond ary pack age, e.g. trays and box es, which are the units handled up to the fi nal place ment of prod uct on the re tail er shelf. When on the shelf, the prod uct turn o ver rate and oc cu pan cy cost will also af fect the DPP.

A package with a good DPP will be at trac tive to the retailer. Even if the gross mar gin is sat is fac to ry for the product, if the direct product cost can not be optimised the DPP will be small er. There fore it is im por tant to have an op ti mal pack age and dis tri bu tion unit, as well as knowl edge of how to han dle them, in or der to min i mise the di rect prod uct costs (DPC). It is also im por tant that the package is de signed to uti lise the shelf space in the best pos si ble way.

Fig. 10.7 The DPP model.

10.3 The orange juice