Speeding Planogram Cycle Time

Cadbury aims to put the right candy bar within easy reach of the right consumer at the right time

Scottsdale, AZ  February 7, 2003  Confectioner Cadbury Trebor Bassett, a division of $8 billion Cadbury Schweppes, is using a supply chain solution from JDA Software Group to more quickly deliver store-specific assortments to its trade customers, helping the company put the right candy bar on the right store shelf at the right time, within easy reach of the right hungry consumer.

Before going live with Portfolio Space Planning by Intactix, a category management application in JDA's Portfolio solution, the confectioner's limited resources hindered its ability to quickly deliver profitable, localized assortments to its hundreds of small to medium accounts and their thousands of stores.

But with the applications in place, the company's account management teams can use their laptop computers to download planograms  diagrams showing where products should be placed on store shelves to increase purchases of the products  from the head office, sit down with the retailer to discuss their confectionery range and then make any changes on the spot, agreeing to a customized solution, according to Richard Lane, Cadbury Trebor Bassett's category development manager.

As a result, Lane said, the company has been able to reduce the delivery of store-specific range reviews to its trade customers from three months to 10 days. "After only two months, we've taken a huge leap forward in the creation of mutually profitable planograms," said Lane.

JDA asserted that, in addition to boosting supply chain efficiency, the Cadbury division has improved service to its retail partners while expanding localized assortments to include a wider range of products that customers want to buy.

"Reaction from our account managers and our retail partners has been fantastic," continued Lane. "We've enhanced our relationships with our retail partners. And communication between our head office and field sales has improved significantly."