Las empresas apuestan por la simplificación de SKU

Desde que Hein Schumacher asumió el cargo de CEO en Unilever el verano pasado, ha estado liderando una serie de transformaciones radicales en el gigante de bienes de consumo. Una de las iniciativas más destacadas ha sido la racionalización de SKU (Unidades de Mantenimiento de Existencias), un proceso estratégico para optimizar la rentabilidad y simplificar la cadena de suministro.

Racionalización de SKU: un enfoque estratégico para la rentabilidad

La racionalización de SKU implica la eliminación de versiones y tamaños de productos con márgenes bajos, con el objetivo de reducir la complejidad operativa y mejorar la eficiencia. Schumacher destacó que Unilever busca reducir más del 20% en SKU, materias primas, materiales de embalaje y número de proveedores. Este movimiento no solo optimiza la cadena de suministro, sino que también refuerza la rentabilidad al concentrar recursos en los productos de mayor margen.

“Nos esforzamos por lograr una menor complejidad con reducciones de más del 20% en SKU”, comentó Schumacher durante una reciente conferencia telefónica sobre ganancias. Este enfoque se alinea con una tendencia cíclica observada en la industria, donde la racionalización de SKU se ha acelerado en respuesta a desafíos como la pandemia y la reciente inflación.

Beneficios para los fabricantes de envases

Aunque la reducción de SKU puede parecer una amenaza para el sector de empaques, en realidad ofrece varias ventajas. La racionalización puede conducir a pedidos de mayor volumen para los SKU de rápida rotación, lo que proporciona un flujo de negocio más estable y estandarizado para los proveedores de empaques. Esta simplificación también puede reducir la complejidad en la producción, permitiendo a los fabricantes de envases operar de manera más eficiente.

Brian Wagner, cofundador y director de PTIS, subraya que “los proveedores de envases se benefician de la simplificación al igual que los propietarios de marcas”. Un entorno más estandarizado puede traducirse en márgenes más altos y una producción más ágil, beneficiando tanto a los fabricantes de envases como a los CPG.

La estrategia de racionalización de SKU en acción

Grandes empresas de bienes de consumo envasados, como Mondelēz, Coca-Cola y Hain Celestial, han adoptado la racionalización de SKU para mejorar su rentabilidad. Hain Celestial, por ejemplo, ha eliminado el 6% de sus SKU a nivel mundial desde julio pasado, concentrándose en productos de alto rendimiento. Nestlé, por su parte, redujo sus SKU en un 20% a principios del año pasado, mejorando significativamente los niveles de servicio.

Estas reducciones en los SKU pueden tener un impacto inicial en los ingresos, pero a menudo se compensan con aumentos en los volúmenes de productos más rentables. Robert Khachatryan, director ejecutivo de Freight Right Global Logistics, destaca que “la racionalización de SKU puede llevar a un aumento en los volúmenes de pedidos para los SKU restantes”.

Adaptación tecnológica y el futuro de la racionalización

Para mantenerse competitivos, los fabricantes de envases están adoptando tecnologías avanzadas como la impresión digital y el moldeo modular. Estas tecnologías permiten una mayor flexibilidad en el diseño y producción de envases, facilitando la adaptación a los cambios en la oferta de SKU.

Oisin Hanrahan, CEO de Keychain, sugiere que la tendencia hacia la simplificación de SKU puede durar aún unos años, pero anticipa un posible regreso a una mayor variedad en el futuro. “La simplificación para los bienes de consumo envasados y los consumidores podría durar unos cuatro años más”, predice Hanrahan.

La racionalización de SKU es una estrategia clave para las empresas de bienes de consumo masivo que buscan mejorar su rentabilidad y eficiencia. Al reducir la complejidad operativa y concentrar recursos en productos de alto rendimiento, las compañías pueden optimizar sus cadenas de suministro y fortalecer su posición en el mercado.

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