Impacted one of the largest paint companies in the world through our influencer marketing solutions


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

5D Approach

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

  • 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
    • No sales skill development: The entire emphasis of the promoter & front-line sales team was product training, with no focus on sales skill development which was lacking
    • No standard evaluation & categorisation: There was no standard mechanism for categorization and the evaluation of promoters. The client treated all the promoters at par, and training was generic in nature
    • Lack of a structured training program: There was less focus on the upskilling of trainers. In comparison, trainers were good at product knowledge but lacked coaching & platform skills
  • 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
  • Onboarding launch
  • Continuous blended learning with a mix of CRT, OJT, online assessment & digital learning
  • Weekly category-based engagement with painters
  • Structured reviews
  • Achieved high painter enrolment: 100 new painters onboarding every quarter
  • Activation mix: 70% active base
  • Secondary sales: increased business volume