success story Kraft Foods Deutschland GmbH
Trip optimisation with extra service
„Although we call it trip planning, it encompasses much more than logistics issues.“
Dieter Lohmann, Manager of Sales Administration, Kraft Foods Deutschland GmbH
The task utilise the capacity of 202 regional mana- assigned to a specific regional manager. Not less, but more sales personnel in the gers in order to provide service to 8,500 This boosts and maintains customer con- field – that was the outcome of an analy- stores. fidence. However, it also automatically sis by Kraft Foods, producer of branded limits the sphere of action of each regio- products such as Jacobs Krönung or nal manager. ”Besides,“ explains Dieter Mirácoli. The solution Lohmann, Manager of Sales Information And this goes against the general trend. The PTV geomanagement software, at Kraft Foods, ”there are also strategic Kraft Foods believes that they have a PTV Map&Market premium, supports considerations – for instance, which strategic competitive edge with regard the Bremen-based company. It has stores I pay what amount of attention to the service provided by their field been specifically developed to manage to. With PTV Map&Market premium, we force and they have decided to focus and optimise sales forces. The software can also take into account strategic trip on visiting store managers, who greatly supports all planning activities – ranging planning.“ appreciate this service. The regional from the definition of sales territories managers inform store managers about through to detailed and accurate weekly new products, organise sales promo- or daily resource planning. The program tions and sometimes personally put the includes all relevant factors in the plan- products on the shelves. The goods are ning, such as the visiting days and times partly delivered directly to the stores, for each store, working times of the regi- partly indirectly to the warehouses. onal managers, specific customer dates To maintain the high quality standards of (holiday close-downs) or the maximum its sales force, Kraft Foods is faced with a travel distance. At Kraft Foods there are complex optimisation task – to optimally additional constraints – each store is success story Kraft Foods Deutschland GmbH
Kraft Foods Deutschland GmbH stands for brands such as Milka, Jacobs, Miracle Whip, Philadelphia, Oreo, Tassimo or Toblerone and, as part of Kraft Foods Inc., is the world‘s second biggest food producer. Since its merger with Na- bisco (2001) and Cadbury (2010), the company has been the world‘s number one manufacturer of confectionary and biscuits.
The result The program plans the trips taking into ”Although we call it trip planning, it en- account fixed times and durations of compasses much more than logistics visits, exactly determining the sequence issues,“ stresses Lohmann. All of the of visits for each day of the week. master data concerning the regional ”The previous software we worked with managers and the customers are stored often generated plans that made no in the program‘s administration with sense at all once we looked at a map,“ georeferences, so that they can be recalls Lohmann. ”The PTV Map&Market displayed on a digital map. Customer premium algorithms deliver much better allocation can also be planned with PTV results. And when our experience tells us Map&Market premium, which is particu- that we need to change the planning, we larly important for strategic refocusing. can edit the trips manually.“
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