Definition of distribution archetypes for aseptic carton-packaged products in South America

Sammanfattning: Product integrity depends on the way the package is handled and transported; therefore packaging has a big impact on logistics, costs and efficiency along the entire distribution chain. Damaged or leaking packages are the result of an inconvenient distribution, and lead to product waste and a negative image of the brands involved. Even though Tetra Pak gives guidelines and recommendations concerning correct product handling and transportation to their customers, the logistic process depends directly on the clients and on the local conditions along the distribution chain. Using a multiple case study design, this research focuses on describing the distribution chain for the ambient carton-packaging sector in South America from Tetra Pak’s customers to the retailers. The results reflect the distribution of dairy and juice products in the three main markets for Tetra Pak in this continent: Brazil, Argentina and Venezuela. Applying a questionnaire to different actors involved in the physical process of distribution, such as producers, distributors, wholesalers, retailers and Tetra Pak’s employees, both levels of analysis were developed: specific industry cases and the country’s overview. The distribution flows are presented through distribution archetypes and the parameters affecting these flows are also pointed out. Despite the primary objective of this research was to build a generic view of the distribution archetypes in South America, after analyzing the selected countries, it became clear that generalizations at such a broad level cannot be made. In order to link the parameters with the distribution flow or archetypes, a tool was developed. In this tool, the level of risk for package damage is measured in terms of the effect of the different parameters over the whole distribution flow. The method and the tools resulting from this research could be established as an operational tool within Tetra Pak. The risk assessment tool will enable the company to optimize distribution solutions for new products as well as to increase effectiveness when dealing with distribution problems.