Challenge

Centum Learning’s client, one of the world’s largest paint companies was facing the following challenges:

There was high dependence on key retailers

Their product had a low buy-in of auto painters

Low activation base amongst painters & secondary offtake through painters direct login

Centum 5D Approach

To address & overcome the challenges, Centum Learning deployed its proprietary 5D approach:
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DEEP DIVE

  • A market study across 12 cities covering a mix of metro, tier 2, 3 & 4 towns
  • Key stakeholder & customer feedback
  • Industry & competition study
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DIAGNOSTIC

  • The sales force was too focused on the retailer channel thus the painters were completely left out on activation
  • No standard evaluation & categorisation framework
  • No structured trainers cum engagement element
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DESIGN

  • 3 Phased intervention – enrolment, activation & secondary sales
  • A customized category-based blended learning journey
  • Engagement journey comprises reward & recognition, nukkad meets and telephonic engagement & regular learning modules
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DELIVER

  • Onboarding launch
  • Continuous blended learning with a mix of CRT, OJT, online assessment & digital learning
  • Weekly category-based engagement with painters
  • Structured reviews
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DRIVE OUTPUT

  • Achieved high painter enrolment: 100 new painters onboarding every quarter
  • Activation mix: 70% active base
  • Secondary sales: increased business volume