HUL Diary

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I Love My Journal Because…

The first section of my journal is for me to get feedback from a visiting manager
at the end of the market visit. This input will enable me to continue to work the
market with rigour & do a deep dive on customer, channel, category & capability
of my team.

The second section is for me to maintain personal notes on market observations,
feedback I give to my team members, daily snapshot of the beat I visit, snapshot
of the RS I partner and to record pending complaints/queries from trade. This will
help me have more productive conversations with my manager.

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 pick up through your daily interactions with our
customers and consumers.
In our focused effort towards Growth, we need each one of us to win and 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 reaffirm our commitment to
the CD Culture tenets:
• 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
Let us all be the ambassadors and owners of the culture that we want for ourselves and
our teams!
The best use of our time is the investment we make in the market interacting with our
customers and consumers. Use this journal to keep a record of market insights, daily
beat & RS snapshot; trigger ideas to unlock growth and provide constructive feedback to
build capability within our teams.
I urge you to work the market with rigour and build capability through this first step in
our journey to Reinvent CD. I wish you the best and look forward to meeting you soon in
the market.
Here’s to GROWTH!

___________________________
PUNIT MISRA



CD CULTURE

Asatoma sadgamaya Lead me from the asat to the sat
tamaso ma jyotirgamaya
mrtyorma amrtam gamaya From darkness to light
From death to immortality



CD CULTURE

Every now and then, teams come together to create a set of values, commonly
understood principles and rituals which help them identify with their tribe.
The community that we belong to is the CD Community and the set of elements we
want to embrace together would be known as the CD Culture.

live by the



CD Ethos Honour Code

CD Thrust 2016 Make It Count

What will be Key Thrusts to
my Contribution Drive Growth

How will My Battle Plan
I Contribute Everyday Behaviour

live by the

We will take absolute pride in doing what is
right. Everyday, everytime.
Integrity is what we do when no one’s watching.
It is about being honest to ourselves, staying
practically authentic as per the demand of the
situation and driving our organization’s values
and business in the most respectable manner.

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 Ops Uplift Estimation
I Will Ensure That There is No Misuse of Any Driving Secondary Sales Through Handcart Focus Pack Identification
Scheme, Channel Program Payout or Ops of Key Outlets Create Selling Stories
I Will Ensure That There is no Forward Sales. Driving RS Infrastructure Improvement & Target Setting ( by RS X Salesman X Channel)
I Will Ensure That There is No Misreporting Trade Servicing Key Execution Callout
of the Outlet Coverage and Number of RSSM Improving Relationship with Customers Review Progress on infrastructure/ RS JBP
in Unify. Building RSSM Capability PJP Design & Submission
I Will Ensure That There are No Incorrect RS Competitive Reporting to Line Manager
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
Physical Stock Verification at RS Point TDP 2 Work in Key value BTD Channel Outlets
Submit Self Compliance Maximize ME incentive earnings for the
Check & Publish PE Budgets in RS Unify Check & Raise DSE Claim MOC
Conduct RSSM / RSP Meeting Ensure Channel Visibility for V Score >80 Stock Planning for MOC Closure
Work with RSSMs who have a QoC <2 in % Activity Check & Closure
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
TSO

TSO

CD Thrust 2016 Make It Count

Make it
count

Every-Day Every-Line Every-Where
(Perfect Day) (COTC & Seed (Customer &
& Explode)
Outlet)

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 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
I Will Ensure That There is No Misuse of Any of Area Sales & Market Development Plan from ASCM DP
Scheme, Channel Program Payout or Ops Driving JBP with Key Customers Review Last MOC and Highlight Key Learning’s
I Will Ensure That There is no Forward Sales. Driving Basic Execution Through Team Set Confidence for Target Achievement
I Will Ensure That There is No Misreporting Periodic Review of Plan and Course Hygiene Check on Targets
of the Outlet Coverage and Number of RSSM Correction ( Stretching but Achievable)
in Unify. Building Team’s Capability Hygiene Check on Channel Targets
I Will Ensure That There are No Incorrect RS ( Stretching but Achievable)
Claims. Close Sales Estimation , Norm Setting
I will Ensure That There is No Breach of Any Ensure Development Sessions for the Team
Sales &IT Policy at the RS Point.

TDP 1 This is What I Will Dial Up TDP 3 ASCM
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
Review Execution with FF to Ensure Good Correction Plans / Channel program
Start to TDP Review Progress on key Drives in Area Drive Closure of Secondary and
Ensure Contact to Under performing Field Competition Feedback and MM Plan Execution targets
Force Creations Planning for MOC Meeting

ASCM

CD Thrust 2016 Make It Count

Make it
count

Every-Day Every-Line Every-Where
(Perfect Day) (COTC & Seed (Customer &
& Explode)
Outlet)

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

H Hygiene Check
PD/PA hygiene (Outliers in Assortment Sold)
Resolve Support Function Queries/Complaints
Plan to Help Improve Secondary Sales Skewness
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 Taking Responsibility to Build & Sustain My Battle Planning ( MOC Meeting)
Outlet Where Delivery Does Not Happen. Robust Infrastructure for Zone Plan Contact of GT & Shakti
I Will Ensure That There is No Misuse of Any Closing Quarterly Joint Business Plans PJP Design & Submission
Scheme, Channel Program Payout or Ops with the Top Contributing RSs of the Zone Facilitate Target Setting
I Will Ensure That There is no Forward Sales. Driving Hygiene in the Zone Facilitate Norm Setting
I Will Ensure That There is No Misreporting Driving Seed & Explode Packs Cascade of Ops
of the Outlet Coverage and Number of RSSM Building TSO Capability Prioritize Opportunities
in Unify. ( Category X Channel X Packs)
I Will Ensure That There are No Incorrect RS Plan for Delivery of SE/ Launch /
Claims. Assortments
I will Ensure That There is No Breach of Any
Sales &IT Policy at the RS Point.

This is What I Will Dial Up

TDP 1 TDP 2 TDP 3
Day wise Secondary/ Primary
Physical Stock Verification at Random Stock Point Ensure all DSE Claims has Been Raised Plan for Next Week
Review for closure of MM plan
Check for Publishing of PE Budgets Day wise Secondary/ Primary Plan for Next Review for closure of Channel
Program
Conduct RSSM / RSP Meeting Week Prepare for MOC Meeting

Day wise Secondary/ Primary Plan for Next Week Review Progress on Under performing TSOs
Review & Action plan for Under performing TSOs Review Channel Program Progress for Course
Correction
Give Contact to Under performing TSO Competition Feedback and MM Plan Creations FSCE
Zone Infrastructure Planning Evaluation and Course Correction of

Secondary

FSCE

CD Thrust 2016 Make It Count

Make it
count

Every-Day Every-Line Every-Where
(Perfect Day) (COTC & Seed (Customer &
& Explode)
Outlet)

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

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