KRAFT GENERAL FOODS IMPLEMENTING ECR IN STEP-BY-STEP PLAN

ATLANTA -- Even at the mighty Kraft General Foods, implementing Efficient Consumer Response activities can be a halting process.To get it moving, the company has focused on low-tech measures first -- simplifying logistics, trimming down its assortment and building strategic alliances with retailers -- as it seeks cost savings that will help fund more sophisticated later steps."We are implementing

ATLANTA -- Even at the mighty Kraft General Foods, implementing Efficient Consumer Response activities can be a halting process.

To get it moving, the company has focused on low-tech measures first -- simplifying logistics, trimming down its assortment and building strategic alliances with retailers -- as it seeks cost savings that will help fund more sophisticated later steps.

"We are implementing a basic ECR package in 1994," said J. Mark Harran, senior vice president of sal

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