(Tiểu luận) sales management plan foromuse cosmetics in 2023for vietnamese market

NATIONAL ECONOMICS UNIVERSITY -*** - GROUP ASSIGNMENT: SALES MANAGEMENT SALES MANAGEMENT PLAN FOR O'MUSE COSMETICS IN 2023 FOR VIETNAMESE MARKET Group 2: Trần Đắc Quân - 11206684 Quản Đức Trung - 11208240 Phạm Thanh Thảo - 11203711 Đào Thị Minh Anh - 11200058 Nguyễn Thị Hương Giang - 11201102 Nguyễn Thảo Vân - 11207428 Nguyễn Thị Kim Ngân - 11202753 Marketing Management 62A Dinh Van Oanh (MBA) Hanoi, March 2023 TABLE OF CONTENT A ABOUT O'MUSE I COMPANY OVERVIEW Introduction about BB Capital About O'muse Viet Nam 2.1 O'muse current product portfolio in Vietnam II MARKET OVERVIEW Customer Competitors overview B SALES PLANNING PROCESS Step 1: Review historical performance Market trends 1.1 Sales value 1.2 Distribution achievement 1.3 Price movement 1.4 Trade margins: Tồn chiết khấu có thấy lợi nhuận biên đâu 1.5 Market research data 1.6 Product distribution channels 1.7 Distributors Performance Step 2: Key assumptions in planning Market size Market dynamics Spend Organization changes Parallel activity Government regulations Competitor activity Social-economic factors Demographic factors Step 3: Goal & Objective Step 4: Sale strategies Account Targeting strategy Relationship strategy Selling strategy 3.1 Group of customer from 18 to 25 years old 3.2 Group of customer from 25 to 35 years old and above 35 years old Sales channel strategy 4 5 13 15 15 15 15 16 23 24 25 27 29 31 31 34 35 36 37 37 38 40 41 42 43 43 46 46 46 47 47 Step 5: Prepare Sales Forecast and Budget Sales forecast levels Sales forecast Budget Step 6: Specific Tactics Product Price Place Promotion Step 7: Monitoring performance Financial indicator Analysis of market share Product performance E- commerce metrics Step 8: Corrective action adjustment C SALES FORCE MANAGEMENT I Hiring and selection of employees Step 1: Planning for recruitment and selection Step 2: Recruitment and Selection Sources Step 3: Selection: Evaluation and Hiring Screening Resumes and Applications Interviews: initial interviews and intensive interviews Selection Decision/Job offer Physical Examination II Sales training process Assess sales training needs Set training objectives Evaluate training alternatives Design sales training program Perform sales training and Conduct follow-up and Evaluation III Motivation and Reward Systems IV Salesforce performance evaluation REFERENCES 48 48 49 50 51 51 51 52 52 54 54 55 55 55 56 57 57 57 59 59 59 60 60 60 60 60 62 62 62 63 63 65 66 A ABOUT O'MUSE I COMPANY OVERVIEW Introduction about BB Capital Established in 2019, BB Capital Investment Fund Joint Stock Company was born with the mission of giving wings to businesses to create a revolution with breakthrough and highly effective business models With a team of experienced and sensitive investors, and abundant support resources, BB Capital has been building and promoting businesses in their ecosystem with practical and sustainable values BB CAPITAL always wants to develop the ecosystem with startups, talented founders, investors and talented people joining the team - With investors: The investment cooperation is transparent, sustainable and rich in potential - For startups and founders: An ecosystem with strong support resources promotes businesses Investment vision and strategy: BB Capital always aims at practical values with high efficiency with long-term investment strategy The company is always looking for, building and developing an ecosystem of startups that promise to bring great revolutions in the fields of retail, e-commerce, finance and technology Value brings: BB Capital always accompanies startups with long-term support resources in finance, sales, marketing, human resources and operation management with a diverse ecosystem available and special values, suitable for each startup Working principles: Transparency, responsibility and efficiency Main fields of investment: Retail of drugs, medical instruments, cosmetics and hygiene products in specialized stores, including retail sale of perfumes and fragrances; lipsticks, powders, creams, eye makeup preparations and other make-up articles; medical instruments, orthopedic equipment, hygiene products: shampoo, shower gel, scented tissues About O'muse Viet Nam A korean-based cosmetic brand founded in 2021, invested by BB capital after more than a year of operation, O'muse has created a place in customers' minds about a quality skin care cosmetic brand, creating coverage for thousands of Vietnamese women Brand Story: O'Muse is proud to be a worthy choice of Vietnamese women with instant effective beauty products and complete solutions for women on the path to finding their own beauty Because OMuse believes that taking care of and appreciating yourself is the key to becoming the most perfect version of yourself, overcoming all makeup Vision: With the vision to bring perfect beauty and the most comprehensive experience to every girl, O'Muse brings convenient beauty products with instant effect, making every girl's beauty journey easier than ever Mission: With the mission of supporting women with natural beauty, O'muse believes that beautiful skin means strong skin O'muse inspires women to take care of both inner health and external beauty O'muse encourages healthy and energetic lifestyles of women We strive to make beauty accessible to all and provide a seamless shopping experience that exceeds customer expectations Creating a healthy lifestyle is O'muse's want Core value: Convenience - Quality - Satisfaction - Innovation 2.1 O'muse current product portfolio in Vietnam O'muse offers a wide range of specialized products for skin problems Each SKU aims to completely solve a skin problem such as: whitening, melasma treatment, acne treatment and anti-aging These are the brand's four core product lines, each offering an effective and intensive treatment for a specific skin problem a Anti-aging product line The OMuse Secret Timeless anti-aging product line contains anti-aging essence to help restore damaged skin, stimulate skin cell regeneration, increase collagen and elastin production to help fade wrinkles on the skin, making the skin look white, fresher and smoother In particular, the product contains EGF, an epidermal growth factor that helps promote the growth of skin cells, strengthens the skin barrier, prevents aging, inhibits the synthesis of melanin, supports reduce dark scars caused by acne, helps the skin to stay shiny, firm and healthy from deep within - The product does not contain alcohol, mineral oil, parabens O'Muse Secret Timeless Rejuvenating Cleanser Box x 150ml O'Muse Secret Timeless Rejuvenating Serum Cream 649.000 Box x 30ml O'Muse Secret Timeless Rejuvenating tube tube 929.000 2.377.000 Box x 50ml jar 799.000 b Melasma, freckles product line OMuse MelaV White product line for melasma and freckles prevents melanin formation to help reduce dark spots, brighten and even skin tone At the same time, 40% of the natural extracts included in the ingredient list help the skin balance moisture, control oil, and replenish nutrients to nourish the skin from deep inside to make the skin smoother and more radiant O'Muse MelaV White Cleanser 120ml O'Muse MelaV White Toner 120ml O'Muse MelaV White Serum 30ml O'Muse MelaV White Day Cream 50g O'Muse MelaV White Night Cream 50g Box x bottle Box x bottle Box x bottle Box x bottle 699.000 799.000 1.190.000 1.290.000 Box x 1.290.000 5.268.000 Document contin Discover more from: Sales Management Đại học Kinh tế Quốc dân 91 documents Go to course [123doc] - phan-tich-hoat 19 ban-hang-cong-ty-sua-v Sales Management 8.Sales Management Analy 23 Decision Making p208-230 Sales Management Đề kỳ - cô oanh Sales Management 4-Relationship-Stategy Sales Management Midterm TEST Sale Mana 10 each step in sales planning Sales Management 5.Sales Oganziation.Sales 25 Management Analysis and Sales Management bottle c Acne treatment product line The product line with the perfect combination of AHA, BHA, PHA, Bakuchiol, Beta glucan compounds to replace Retinol, prevents redness, helps reduce skin irritation, and quality is visible after days of use The product is suitable for all skin types, absorbs quickly, dries quickly, is alcohol-free, paraben-free The product does not contain alcohol, mineral oil or parabens O'Muse Blemish Solution Clarifying Foam Cleanser O'Muse O'Muse Blemish Solution Blemish Solution - Hydrate and smoothen skin - No alcohol and fragrance O'Muse Advanced Whitening Toner So Glowy 30 Brightening Toner O'Muse Oh So g/pcs Glowy 30g Brightening Mask O'Muse MelaV White Day Cream 150ml pcs 50g 499.000 1.647.000 Box x 30ml d Skin-whitening product line Brighten skin tone Oh tube Acne - 399.000 Box x 180ml Correcting Serum O'Muse tube Gentle Hydrating Liquid Box x 150ml Box tube x bottle Box 529.000 x 10 x x pieces / Box pieces Box bottle 749.000 350.000 495.000 1.290.000 2.572.000 O'Muse MelaV White Night Cream 1.290.000 O'Muse Secret Timeless Rejuvenating Serum O'Muse Secret Timeless Rejuvenating Cream O'Muse Oh So Brightening Cleanser II Glowy 50g 30ml 50ml Box x x bottle Box bottle Box x pot 1.290.000 929.000 799.000 150ml Box x tube 499.000 MARKET OVERVIEW Vietnam's cosmetics market is rather young, yet is one of the most dynamic in the region As living standards in Vietnam grow, Vietnamese consumers are becoming more aware of personal care and beauty products besides satisfying basic needs With a market value of up to US$ 2.3 billion in 2021, Vietnam Briefing analyzes the current situation, opportunities, and challenges for businesses entering this industry Vietnam is a hotspot for foreign cosmetics brands with up to 93 percent of personal care products imported South Korea is the dominant cosmetics exporter to Vietnam, followed by Europe, Japan, Thailand, and the US Other exporters of beauty and personal care include Singapore and China Meanwhile, domestic brands only represent less than 10 percent of total consumption Domestic brands mainly focus on affordable, lower-end products that compete on price Foreign players' dominance in the market is mainly due to the Vietnamese's preference for imported products Vietnamese consumers perceive foreign brands as having higher quality and a wider variety of products that can cater to individual needs Vietnam's importation of beauty products was worth around US$950 million in 2019 The most prominent imports include facial cleansers, facial moisturizers, lipsticks for women, and grooming/shaving products for men The opening of various retail chains like Watsons, Guardian, and new players like Pharmacity and Matsumoto, has increased the reach of imported cosmetics products to middle-class and affluent consumers in Vietnam Meanwhile, recognizing the potential of the young, yet budding market of Vietnam, major and high-end foreign cosmetics companies have either opened representative offices or sold through agents and distributors such as: - Unilever: constituting up to 12 percent of the market, famous brand: Pond's - Beiersdorf Vietnam: Nivea - LG Vina Cosmetics: Ohui (high-end), The Face Shop - AmorePacific Vietnam: Laneige, Innisfree - L'Oreal Vietnam Co Ltd: L'Oreal Some domestic brands like Thorakao, Saigon Cosmetic, Lana, Sao Thai Duong, and a new player, Cocoon, have gained some degree of reputation Revenue of the cosmetics market in Vietnam has been on a steady rise for all sectors since 2019, with implications for 2023 Customer SEGMENTATION OF SKINCARE MARKET Segmentati on criteria Geographi c factors Customer portraits Living in Vietnam, esp big cities Demographic factors Age 18 - 22 23 - 25 26 - 35 36-45 and above Income 4-7M 7-15M 15 - 30M 25M+ Job Students, Freelancers, Office Workers, Freelancers, Office Workers, Office Workers, Freelancers, Managers, Managers, executives, Chief Behaviour Frequency of use On a regular basis On a regular basis On a frequent On a less frequent basis basis