Henkeleroski

Henkel-Eroski CPFR® Pilot Case Study

Compiled by Thierry Jouenne

© 2000 by Jouwen Editions ® CPFR is a registered trademark of the Voluntary Interindustry Commerce Standards Association. Translated with permission by VICS with special thanks to Kimberly-Clark Corporation for their assistance.

Introduction This case study is one of the first European pilots to follow the CPFR process from start to end parallel to British and Italian experiences. It takes place in Spain between the two companies Henkel and Eroski. Six months after start up in September 1999, the project offered sufficient results to form part of the program of the fifth European ECR congress (22/23 March) in Turino. CPFR is presented as an essential part of the ECR strategy for the integration with electronic commerce. Whereas CPFR is not replacing currently existing Demand Planning concepts, it represents a collaboration process between companies through which the SC participants can put in place the ECR strategy, so that they can collaboratively manage their commercial plans, product categories, promotions, the introduction of new products, and deliveries. The special aspect of the CPFR program developed by Henkel and Eroski lies in the willingness of both companies to harmonise their procedures of co-operation and improved sales forecasting, in order to surmount the current limits of CMI. Henkel, headquartered in Dusseldorf (Germany), was created in 1876 and accounts today for 57,000 employees (international presence with more than 340 subsidiaries in 70 countries). With an annual growth of 6%, turnover in 1998 reached 11,000 million Euros. Henkel’s product range includes more than 10,000 articles such as detergents (Persil, Lacroix, Somat, Bref, etc.), cosmetic products (Schwartzkopf, Brillance, Fa, Blendamet, etc.), hygiene products, chemical products and adhesives (Pattex, Loctite, etc.). Eroski is food retail industry leader in Spain. The company was founded in 1969 and comprises an...