HUL Diary 15-04-16 (1)

About Me

My name
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I Love My Journal Because…

As I work the market from first call to last call, I make notes in this journal on
• Market observations & insights
• Competitive action
• Input on capability building of my team & RS
This will help me have productive conversations with my team and managers.
At the end of every market contact by my line manager/visiting manager, I request
them to share feedback for me, my area & team in the section on Market Contact
Feedback. Their observations and input will help me unlock growth.

This journal is the property of Hindustan Unilever Limited.
If you are not the intended recipient, any disclosure, distribution or other use of this is prohibited.

Please return the journal to:
Hindustan Unilever Ltd

B.D. Sawant Marg, Chakala, Andheri East, Mumbai: 400099



LEADERSHIP BYTES:

PUNIT MISRA, EXECUTIVE DIRECTOR, CD

Dear Friend,
Hope you are doing great and as always, helping us stand tall in the market!
The Customer Development (CD) India community has had a legacy of pioneering cutting
edge solutions in sales and distribution. These ideas, over the years, have come from
team members like you who have the true pulse of the market. As we embark on a
journey to Reinvent CD, I am confident that our next big Growth opportunity will also
come from the insights that you bring through interactions with our customers and
consumers.
In our focused effort towards Growth, we need each one of us to WIN decisively in every
store, every channel, every town and with every customer. As we relentlessly strive
towards this goal, we will live by our Honor Code and principles laid out:
• Growth at the heart of everything we do
• Winning in the market, not the metric
• Winning in every store, everyday
• Living by the UniCode
• CD Thought Leadership
• Quantity & Quality of growth, coverage & distribution
The key outcome of this journal is to drive Growth through a deeper connect with your
own market.
Use this journal to keep a record of:
• Input on capability building of RS and team of RSSM
• Execution related issues and opportunities
• Customer specific suggestions and issues
• Relevant competition activities to be shared or acted upon
• Market insight and learnings that will drive growth
The best use of our time is the investment we make in the market.
I urge you to work with rigour and contribute to driving growth for the business.
Here’s to GROWTH!

___________________________
PUNIT MISRA



CD @ GROWTH

The following guiding principles will help us achieve success and drive CD
fundamentals ways of working with rigour.



CD @ GROWTH

The following guiding principles will help us achieve success and drive CD
fundamentals ways of working with rigour.

live by the



Option- 2

CD Ethos CD Ethos imbibes our principles and defines our ways of
work. We pride in working with integrity and uphold the

Honour Code. Honour
Code

CD Thrust We believe in creating paramount impact and strive to Make it
2016 Make it Count, Every-day, Every-where. CD Thrusts are Count
our key drivers of growth.

What will

be my Each one of us plays a pivotal role in accelerating

contribution? growth. Key thrusts to drive growth are our everyday
tasks which when executed well, will lead us to growth. Key thrusts
to Drive

growth

How will I We believe that each day is a new day, a new opportunity
contribute? to capture the market. The SGROWTH is our Battle Plan

for Everyday Behaviour. My Battle
Plan

Everyday

Behaviour

Option- 1

CD Ethos CD Ethos imbibes our principles Honour Code
and defines our ways of work. We

pride in working with integrity
and uphold the Honour Code.

CD Thrust 2016 We believe in creating paramount Make It Count
impact and strive to Make it Count,
Every-day, Every-where. CD Thrusts

are our key drivers of growth.

What will be Each one of us plays a pivotal role in Key Thrusts to
my Contribution accelerating growth. Key thrusts to Drive Growth
drive growth are our everyday tasks
How will which when executed well, will lead us
I Contribute
to growth.

We believe that each day is a new My Battle Plan
day, a new opportunity to capture Everyday Behaviour
the market. The SGROWTH is our
Battle Plan for Everyday Behaviour.

live by the

We will take absolute pride in doing what is
right. Everyday, everytime.
UniCode lays down the framework & guidelines
on driving CD fundamentals in the market.
The next section contains two parts which
explain each specific role:
• Part I- Focuses on how we can plan for a

successful MOC and key priorities to drive in
every TDP.
• Part II- Focuses on how we can drive effective
market execution everyday.

CD Ethos What will be my Contribution How will I Contribute

Honour Code Key Thrusts to Drive Growth My Battle Plan Everyday
Behavior
My Honour Is That I Will Drive Growth By
I Will Ensure That There is No Billing to An Driving Secondary Sales Through RSSM My Battle Planning ( MOC Meeting)
Outlet Where Delivery Does Not Happen. / RSP in Market Execution and Through Ops Uplift Estimation.
I Will Ensure That There is No Misuse of Any Handcart of Key Outlets. Focus Pack Identification.
Scheme, Channel Program Payout or Ops. Driving RS Infrastructure Improvement & Create Selling Stories.
I Will Ensure That There is no Forward Sales. Trade Servicing. Target Setting (by RS X Salesman X Channel).
I Will Ensure That There is No Misreporting Improving Relationship with Customers. Key Execution Callout.
of the Outlet Coverage and Number of RSSM Building RSSM Capability. Review Progress on infrastructure/ RS JBP.
in Unify. Competitive Reporting to Line Manager. PJP Design & Submission.
I Will Ensure That There are No Incorrect RS
Claims.
I will Ensure That There is No Breach of Any
Sales &IT Policy at the RS Point.

TDP 1 This is What I Will Dial Up TDP 3 For TSO/KAE: Part I
Physical Stock Verification at RS Point TDP 2 Work in Key value BTD Channel Outlets
Submit Self Compliance Maximize ME incentive earnings for the MOC
Check & Publish PE Budgets in RS Unify Check & Raise DSE Claim Stock Planning for MOC Closure
Conduct RSSM / RSP Meeting Ensure Channel Visibility for V Score >80 % Activity Check & Closure
Work with RSSMs who have a QoC <2 in last 3 MOCs Deliver 60% Phasing of Retail Channel
Plan and Deliver - 30% of my MOC Target, Program Delivery
Deliver >50% Eco in non WS outlets
Ensure Trade Take back
Trade Health Check - Complete PNCC Process
Territory Infrastructure Monitor Review

CD Thrust 2016 For TSO/KAE: Part II

Make It Count

Make it count

Every-Day Every-Line Every-Where
(Perfect Day) (Perfect (Customer &
Assortment)
(COTC & Future Outlet)
Core)

HOW WILL I DO IT EVERYDAY

Set Market Objectives for the Day

S Identify Gaps & Opportunities for RSSMs for the Day
-Secondary Target for the Day
-Assortment Task
-Lagging Focus Pack
-Width of Achievement of Channel / Outlet
-Set Handcart Objective for Self ( 1.5X Beat Average)
-Should spend at least 10 minutes per outlet

G Gate Meeting / Gate call
Remind RSSM Objectives (Sales / Perfect Day / Perfect Assortment)
Remind key MM plans/ Key Ops / Launches with RSSMs

R Regular On the Job Training
O Work with RSSM with Lowest QoC Scores
W Work with RSPs who have Low Execution Scores
T
Outlet Inspection -Growth and Issue Resolution
H Maximize Share of Shelf ; Faceups vs Competition
Record Number of Assets vs Competition
Capture Key Competitive Activity
Identify Coverage Gaps

Win with Every Outlet-Execution
Ensure Assortment Tasks are Completed during the call
Ensure Value Achievement Plan of the Channel Outlet is Closed
Check for -Payouts / Claims / Damage Pickup and Servicing

Town Review
Day Review against Target & Mitigation Plan
Key Packs and Outlet Review for MM plans/ Key Ops packs / Launch
Channel Review ( on Target vs Achievement & WoA)
Month Review on Target vs Achievement ( on Sales & Execution)

Hygiene Check
Ensure Self Audits for Compliance
Timely Raising of Proposals ( DSE/ Claims )
Follow up with Company on Payments due to RS
Review any Trade Issues -Damage/NMSM/Payouts
Delivery on HUL-Deliverables Identified in the JBP

CD Ethos What will be my Contribution How will I Contribute

Honour Code Key Thrusts to Drive Growth My Battle Plan Everyday
Behavior
My Honour Is That I Will Drive Growth By
I Will Ensure That There is No Billing to An Taking Responsibility to Build & Sustain My Battle Planning ( MOC Meeting)
Outlet Where Delivery Does Not Happen. Robust Infrastructure and driving hygiene Cascade of Ops
for the Zone Prioritize Opportunities ( Category X
I Will Ensure That There is No Misuse of Any Channel X Packs)
Scheme, Channel Program Payout or Ops Closing Quarterly Joint Business Plans
with the Top Contributing RSs of the Facilitate Target Setting and Norm setting
I Will Ensure That There is no Forward Zone
Sales. Plan for Delivery of SE/ Launch /
Driving Seed & Explode Packs Assortments
I Will Ensure That There is No Misreporting Plan Contact of GT & Shakti
of Number of RSSM in Unify and no Incorrect Building TSO Capability PJP Design & Submission
RS claim

I will Ensure That There is No Breach of Any
Sales &IT Policy at the RS Point.

TDP 1 This is What I Will Dial Up TDP 3 For FSCE: Part I
Physical Stock Verification at Random Stock Point TDP 2 Day wise Secondary/ Primary
Check for Publishing of PE Budgets Plan for Next Week
Conduct RSSM / RSP Meeting Ensure all DSE Claims has Been Raised Review for closure of MM plan
Day wise Secondary/ Primary Plan for Next Week Day wise Secondary/ Primary Plan for Next Week Review for closure of Channel
Review & Action plan for Underperforming TSOs Review Progress on Underperforming TSOs Program
Give Contact to Underperforming TSO Review Channel Program Progress for Course Prepare for MOC Meeting
Zone Infrastructure Planning Correction
Competition Feedback and MM Plan Creations
Evaluation and Course Correction of Secondary

CD Thrust 2016 For FSCE: Part II

Make It Count

Make it count

Every-Day Every-Line Every-Where
(Perfect Day) (Perfect (Customer &
Assortment)
(COTC & Future Outlet)
Core)

HOW WILL I DO IT EVERYDAY

S Set Objectives for the Day
Remind TSO with Secondary Task for the Day and Mitigation Plan
G Remind TSO Handcart Target & Territory Full Day Target
Remind MDM / SE /Launch Task
R Remind TSO with Key Tasks / Open Point from Previous Discussion
O Evaluate Gap against Primary / Secondary Plan for the Day & Mitigation
Plan
W Grow with Business Partners
T Review Progress against JBP (RSSM/ Servicing /Investment / IT / Coverage)
H Discuss: Financial Health of RS ( ROI / Current Investment )
Review RSSM wise Execution Parameters & any other need for
Correction
Discuss RS Concerns / Address Queries
Regular On the Job Training
Help TSO Achieve Day Target
Help RSSM/RSP Understand Key Deliverables in Market
Train the Trainer: Train TSO improve RSSM/ RSP working
Outlet Inspection - Growth and Issue Resolution
Review key Ols/Channel with TSOs
Review Width of Achievement
Review Shakti billing/Sales/Assortment/ Eco
Check for Outlet Service
Identify Coverage Gaps
Win with Every Outlet- Execution
Check Hygiene (Damage/ Ops & Channel Payout/ OTIF Delivery)
Check for Uncovered Outlets or Delivery Issues
Check for any Other Trade Issues
TSO Review and Next Day Plan
Review TSOs Day Performance
Execution Review
Review RSSM/RSP/TL Performance ( for Outliers)
Discuss Next Day Plan by RS/TSO
Hygiene Check
Check: Sales Return, MGIR, Stock Adjustment, Damage and Shortage
Monitor Primary and Secondary Gaps/ Closing Stock
Check for Trade Discount Hygiene
Resolve Pending RS/ RSSM Issue
Documenting any Pending Issues for Future Reference

CD Ethos What will be my Contribution How will I Contribute

Honour Code Key Thrusts to Drive Growth My Battle Plan Everyday
Behavior
My Honour Is That I Will Drive Growth By
I Will Ensure That There is No Billing to An Driving Growth Agenda for the Area My Battle Planning ( MOC Meeting)
Outlet Where Delivery Does Not Happen. Leading the Development & Implementation Ensure the Tasks are Cascaded & Understood
of Area Sales & Market Development Plan from ASCM DP
I Will Ensure That There is No Misuse of Any Driving JBP with Key Customers Review Last MOC and Highlight Key Learning’s
Scheme, Channel Program Payout or Ops Driving Basic Execution Through Team Set Confidence for Target Achievement
Building Team’s Capability through periodic Hygiene Check on Targets/ Channel Targets (
I Will Ensure That There is no Forward Review of Plan and Course Correction Stretching but Achievable)
Sales. Close Sales Estimation , Norm Setting
Ensure Development Sessions for the Team
I Will Ensure That There is No Misreporting
of Number of RSSM in Unify and there are
No Incorrect RS Claims.

I will Ensure That There is No Breach of Any
Sales &IT Policy at the RS Point.

TDP 1 This is What I Will Dial Up TDP 3 For ASM: Part I
Send TDP Secondary / Primary Phasing TDP 2
Send Day wise Primary / Secondary Phasing Send Day wise Primary / Secondary Phasing
Complete Channel Target with Customer Send Day wise Primary / Secondary Ensure closure of MM plans
Marketing Team Phasing Stock Planning for MOC Closure
Ensure Norm Collaboration Review Key Category Packs for Course Check for Width of achievement in MM Plans /
Review Execution with FF to Ensure Good Correction Channel program
Start to TDP Review Progress on key Drives in Area Drive Closure of Secondary and Execution targets
Ensure Contact to Underperforming Field Competition Feedback and MM Plan Planning for MOC Meeting
Force Creations

CD Thrust 2016 For ASM: Part II

Make It Count

Make it count

Every-Day Every-Line Every-Where
(Perfect Day) (Perfect (Customer &
Assortment)
(COTC & Future Outlet)
Core)

HOW WILL I DO IT EVERYDAY

S Set Objectives for the Day
Remind FFs with Key Tasks & Open Points from Last Discussions
Evaluate Gap against Primary / Secondary Plan for the Day &
Mitigation Plan
Coordination with Partner Teams (eg stocks/ dispatches/
resumptions etc)

G Grow with Business Partners
R Review against JBP / Last Discussion (Servicing, Investment, Staff
O with RS)
Review RSSM wise Execution Parameters
W Resolve Customer Issues which Cannot be Handled by FF
T
Review with Field Force
Ensure Review of Assortment / Eco and Bill Productivity at all RS
Point
Ensure Everyday Execution ( Perfect Day & Perfect Assortment )
Review MOC Priorities: Coverage, MDM, Launches, MM Plan, Key Ops

Outlet Service Quality
Evaluate RSSM Way of Working
Evaluate Customer Market Servicing Efficiency
Provide Solution to Trade Issues (damage, claim, service)
Identify Coverage Gaps

Win In Market
Check in market - Share of Shelf, Competition Activity and Programs
Opportunities via Data Analysis - ACN and BIW data; Plan Input
Accordingly
Work with Customer Marketing to Provide Right Trade Support

Travel by objective
Study Sales, Execution and Financial Data of Customer to be Visited
Pre Plan TSO, Market , RS to be Visited
Identify Training Needs & Provide Developmental Inputs to FF

H Hygiene Check
Resolve Support Function Queries/Complaints
PD/PA hygiene (Outliers in Assortment Sold)
Plan to Help Improve Secondary Sales Skewness
Documenting any Pending Issues for Future Reference

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GroHwetahrattthoe f
Everything

We do

Growth @ heart of

Everything we do

The size is what we get from our
predecessors, it is the Growth that we
create.
The lifeblood of a sales organisation
is Growth. Our conversations on every
beat, every distributor, every channel are
centred around Growth.
Irrespective of market conditions,
competition, environment or challenges,
we will generate ideas & deliver flawless
market execution that lead us onto the
journey to unlock Growth.

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