Case Studies
HUL case study

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Learnings based on animations, case studies, with forced learning strategy.


HUL case study
OVERVIEW AND BUSINESS REQUIREMENT

Hindustan Unilever Limited (HUL) is India’s largest Fast-Moving Consumer Goods (FMCG) company, with a country-wide presence. It has more than 16,000 employees. Of these, a sizable group is engaged in the Sales function at the ground level.

Training the sales team is an ongoing challenge for the L&D team in HUL. While most of the Territory Sales Officers (TSOs) have considerable theoretical knowledge of their job, they often find it difficult to apply that knowledge in the actual work scenario. One of their key responsibilities is to identify good ‘Retail Stockists’ (RS) in the market and make sure that the association is fruitful for both HUL and the RS. HUL wanted a learning solution that would give the TSOs the opportunity to practice their skills and apply their knowledge in practical scenarios that are part of their everyday work-life.

G-Cube, an end-to-end e-learning solutions provider, conceptualized, created and deployed the business simulation based training ‘Retail Stockist Management Simulation’ for the TSOs of HUL. This business simulation, is the first of its kind experience for the sales team at HUL. It created a virtual environment for the sales team, where the team members could hone their skills, compete with each other, learn from their mistakes, and strive to do better the next time! The virtual environment presented them the same situations and challenges that they face in reality. So, though the technology-aided platform was new to them, the familiarity of the setting and the scenario created in their minds the necessary connection with the medium, as well as improved the overall impact of the learning.

Overview and Business Requirement
Hindustan Unilever Limited (HUL) is India’s largest Fast-Moving Consumer Goods (FMCG) company, with a country-wide presence. It has more than 16,000 employees. Of these, a sizable group is engaged in the Sales function at the ground level.

Training the sales team is an ongoing challenge for the L&D team in HUL. While most of the Territory Sales Officers (TSOs) have considerable theoretical knowledge of their job, they often find it difficult to apply that knowledge in the actual work scenario. One of their key responsibilities is to identify good ‘Retail Stockists’ (RS) in the market and make sure that the association is fruitful for both HUL and the RS. HUL wanted a learning solution that would give the TSOs the opportunity to practice their skills and apply their knowledge in practical scenarios that are part of their everyday work-life.

G-Cube, an end-to-end e-learning solutions provider, conceptualized, created and deployed the business simulation based training ‘Retail Stockist Management Simulation’ for the TSOs of HUL.

This business simulation, is the first of its kind experience for the sales team at HUL. It created a virtual environment for the sales team, where the team members could hone their skills, compete with each other, learn from their mistakes, and strive to do better the next time! The virtual environment presented them the same situations and challenges that they face in reality. So, though the technology-aided platform was new to them, the familiarity of the setting and the scenario created in their minds the necessary connection with the medium, as well as improved the overall impact of the learning.

Salient features of the Solution

  • The Simulation into three separate stages – RS Appointment, Infrastructure Management and Deriving ROI and a sequential approach is adopted in every stage – but a conscious effort is made to keep the outcome independent, as it is in actual situations.
  • To create a suitable ‘push’ for learning, we made sure that the learner had to complete one stage to progress to another.
  • Every stage has a predetermined score – this is set as the target for the learners. This too creates a suitable ‘push’ for learning and kindles excitement to perform.
  • The simulation presents real-life situations to help learners get used to the new medium. For instance, the learner is taken to a fictitious town where a problem is put forth – the current RS has failed to perform and the learner has to take up the responsibility of appointing a new RS. Four prospects are put forth. The learner has to make the right decision and choose the most appropriate RS.
  • To help the learner make the right decision, detailed background and job aids like a Document List and virtual calculators are also added.
  • A ‘Help’ button is included to assist learners if they take more than the allotted time or make a wrong choice. The ‘Help’ button starts blinking automatically if the learner makes more than 2 wrong decisions or if the allotted time for the activity is getting over. The learner can then choose to get some assistance – but that would mean losing certain points from his or her kitty. This makes sure that the Help button is used sparingly and not as a frequent crutch to get ahead faster.
  • Animation are utilized to help learners understand concepts such as the front-end as well as back-end infrastructure in an RS organization. Though the learner is aware of the information, a quick refresher makes sure that he is able to perform better in the activities that follow.
  • Case studies are shared – adapted from real-life situations that the TSOs often face in the market. Points are given for correct responses and deducted for incorrect ones.
  • To help the learner achieve target points, additional bonus rounds are added in the first two stages. If the learner fails to achieve the target points, he or she has to perform the activity specified in the round to move to the next stage.
  • Feedback is provided at the end of all activities – across the three stages of the Simulation. The feedback is descriptive, explaining why the response is or isn’t correct. This increases the learner’s knowledge as well as aids understanding of the concepts in detail.
  • At the end of the Simulation, the learner is provided a certificate that adds to the feeling of achievement. An actual takeaway from the experience is the added incentive to motivate the learner – to score well and learn more.

Business Benefits

  • With familiar scenarios and case studies, the unfamiliarity of the medium was diminished. Navigation and controls were also kept simple for ease of use. This increased the learning uptake among the users. Learners from remote localities logged on to experience the Simulation and be a part of the learning initiative. For a learning game that is not mandatory, the Simulation got a tremendous response from the learners – in the time-period of just two months from its launch.
  • The learner is free to take the course as many times that he or she wants. So, if the score at the end of the first attempt is not satisfactory, the learner can re-attempt and score better. This builds the competitive learner. Learners can try multiple times to get the maximum scores.
  • The certificate at the end of the course is another ‘push’ to complete the Simulation well.
  • The Simulation follows a ‘forced learning’ strategy, where the learners have to score a necessary minimum to get ahead to the next level. This makes sure that even the most reluctant learners give it their best – not only to perform well, but also to practice and learn.
  • The Simulation also gives support and help to the Learners – as and when they need. This makes sure they do not feel overwhelmed but are encouraged to perform. The job-aids included in the Simulation are familiar to the learners – adding to the ‘reality’ of the scenario presented and improving learner experience.

 



 




  • "Awesome job done by the team!!! It was a great job done by the team on the alpha versions till now. Looking forward to the similar support in other modules that are yet to be sent."
    Karen Arethina | Assistant Manager HR at Cavinkare

    Cavin Kare


  • "I just wanted to let you know that I am crying right now. Tears of joy! Sections 1-6 look amazing. You did a stellar job and there are only TWO OIL items! One requires an Xpaner to address first before you can proceed. The other is for GCube: Thank you so much! Fantastic work!!!"
    Rene Smid | Account Manager, Xpan

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  • "The intermediate result is very good and it looks like a good support to learn risk assessment and management. You can encourage the team developing the course, it is yet quite impressive."
    Karthikeswaran Velayudam | Program Manager - Learning Solutions, Schneider Electric.

    schneider

G-Cube is an award-winning eLearning services company that designs, develops and delivers technology-based learning solutions. Its solutions help organizations to improve their performance by using learning as a tool. Its Learning solutions are broadly categorized into e-Learning Design, Courses Development and Learning Delivery Solutions. G-Cube's elearning services include custom content development, mobile learning.

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