(Tiểu luận) sales management gấu uniform sales management

NATIONAL ECONOMICS UNIVERSITY SALES MANAGEMENT GẤU UNIFORM SALES MANAGEMENT Group Marketing Management 63E STT Họ tên MSV Điểm trung bình Đặng Trâm Anh 11210306 10 Nguyễn Lâm Anh 11218717 10 Nguyễn Hải Hà 11211897 10 Vũ Gia Khánh 11212880 10 Đỗ Phan Hà Linh (Nhóm trưởng) 11213106 10 Nguyễn Ngọc Quyên 11215050 10 Hà Nội, năm 2023 TABLE OF CONTENT Overview of the Gấu Uniform brand 1.1 General introduction to the Gấu Uniform brand 1.2 Business Objective: 1.3 Marketing objective: 1.4 List of products: 1.5 Target customers: Sales planning of Gấu Uniform 2.1 Review historical performance: 2.1.1 The designed uniform market: 2.1.2 Competitors of Gấu Uniform: 2.1.3 Consumer trends in the school uniforms market: 2.1.4 Gấu Uniform historical performance in the Northern Market: 2.2 State key assumptions: 2.3.2 Sales plan for the last quarter of 2023: 13 2.3.3 Sales forecasting: 14 2.3.4 Marketing plan: 17 2.3.5 Monitoring Sales Performance: 18 2.3.6 Corrective action adjustments: 18 Salesforce Management: 18 3.1 Recruitment program: 18 3.2 Assess sales training needs: 21 3.3 Set training objectives: 22 3.4 Design sales training program: 22 3.5 Motivation and reward systems: 22 3.6 Dimensions of salesperson performance evaluation: 23 Conclusion: 23 Overview of the Gấu Uniform brand 1.1 General introduction to the Gấu Uniform brand Gấu Uniform is a brand under GEMS Vietnam Trading Company Limited, a business providing uniform design services specifically for students Realizing the potential for development in the field of fashion uniforms, Gấu Uniform aims to distribute school and student uniform products with two core values: quality uniform products with exclusive designs After more than six years of development, GAU Uniform has now become a pioneer in the field of uniforms for students in the Northern region and is currently starting to expand its market into the Southern region Established in March 2013, the Gấu Uniform brand has researched to find a different and unique development direction with uniform products that are guaranteed in quality, designed with customers' color instead of uniforms with traditional designs In 2015, GAU Uniform opened a new office at 59 Vo Van Dung Street, Hanoi In addition, the brand has launched a Combo Hoodie and T-Shirt product package leading the trend of class uniforms, suitable to the needs and tastes of customers who are students at the time of launch In 2016, Gấu Uniform continued to create the Raglan uniform shirt product line From the initial employees, the brand has expanded its scale to 40 official employees and more than 70 collaborators nationwide In March 2017, Gấu Uniform conducted research and launched product sets including a baseball Jersey, LongTee, Tank Top, and hooded T-shirt to improve competitiveness compared to competitors In 2018, the business built a factory system including tailoring workshop, and printing workshops, and invested in new printing methods such as DTC printing and Sublimation printing Gấu Uniform changed its identification system in 2019 to show pride in providing uniform products to all 63 provinces and cities in Vietnam The brand has now become a common name in many schools, as well as large and small businesses This change in the identification system reflects the brand's mission to provide high-quality uniform products to customers all over the country In 2020, the company continued to develop a new line of uniforms with oversized shirt designs, well received by nearly 1,000 classes and groups all over the country Regarding mission, Gấu Uniform sets out the mission that it is not just a story about a shirt, the business has a mission to meet customers' trust beyond expectations Regarding the value brought, Gấu Uniform builds values for three main subjects that contribute to the success of the business, including: For customers, businesses strive to bring products with the highest quality and designs that exceed expectations, constantly improving product and service quality to meet all customer wishes Gấu Uniform works with a spirit of respect for design and design copyright The brand uses cloth bags or paper boxes to package its products, which helps protect the environment Gấu Uniform is committed to becoming a companion to the Vietnamese youth generation's development activities and contributing to society The brand is not just focused on providing high-quality uniform products but also on contributing to the development of society and the environment Gấu Uniform strives to provide a friendly and healthy working environment for its employees The brand also ensures that the compensation level is commensurate with the employees' abilities Gấu Uniform creates learning opportunities and self-development programs for employees to maintain a spirit of dynamism and effort and to encourage employee creativity The brand values its employees and believes that they are the driving force behind the brand's success 1.2 Business Objective: • Increase market share by 5% in the uniform market and maintain the top position in the uniform market • Expand the market nationwide 1.3 Marketing objective: • Increasing brand recognition and visibility among the target customer • Boost referrals and word-of-mouth marketing 1.4 List of products: Gấu Uniform's focus is on providing designing and manufacturing solutions for uniforms for students in Vietnam The brand offers high-quality uniforms with unique designs that cater to the requests of customer groups, mostly students The designs are complementary products that bring core values to the brand Gấu Uniform's business products can be categorized into two types: by style and by printing Table 1.4.1: Classification table of uniform shirt designs at GAU Uniform T-shirt Hoodie Polo Shirts Using main types of cotton fabric, absorbs sweat, suitable for people who need to be active Oversized design, using warm cotton felt fabric, suitable for use in winter weather T-shirts with collars and youthful striped patterns bring a new, unique and more youthful feeling than regular polo shirts Oversized design, cool material with street style Table 1.4.2 Classification table of uniform shirt printing styles at GAU Uniform In 2D In 3D Full shirt printing Embroidered printing Basic printing technology, high with quality ink imported from Japan, and used on all types of fabrics Heat transfer printing, digital printing Often used on lightcolored cotton fabrics Full shirt ombre printing technology, using a special 100% cotton fabric The print is embroidered, meticulous, and precise with a full range of colors Embroidery can be done on all types of fabric 1.5 Target customers: Based on observations about three market segments by region, GAU Uniform aims to focus on market segments in large city areas and neighboring urban areas such as Hanoi, Hai Phong, and Ho Chi Minh City, These are two markets with a dense concentration of target customers and the strategic direction and resources of the business - Demographic: The company's target market is the Generation Z group, specifically students ranging from 13-20 years old, studying at secondary, high schools, or university In particular, the business focuses more deeply on the ages of 15 and 18 years old, which are 9th and 12th-grade students, students in their final years of high school, and have a high demand for using group uniforms to celebrate events at school In addition, the company also focuses on customer groups that are parents or teachers of elementary school students, because students at this age are not the ones making purchasing decisions about class uniforms Geographically, this group of customers lives in urban areas, towns, and cities and is concentrated in major provinces and cities nationwide - Psychological characteristics: Young customer groups have a modern lifestyle and want to create different personalities compared to the majority This is a generation that is not afraid to experience new things and always knows how to create content, turning simple things into interesting ones They are people who enjoy group activities, extracurricular activities, as well as community activities that are beneficial to society For customer groups that are parents, they always aspire to provide the best for their children They want to imbue their children with unique colors and foster their development in line with their individual preferences Hence, they are willing to pay more for products that are of high quality Customers tend to buy in large groups and on special occasions, so the time to make a purchase decision is quick They are mainly interested in the design and style of products, and they also want average prices and incentives for gifts or promotions for the class - The habit of accessing information: The information is targeted toward teenagers, who primarily rely on social media platforms for information They are interested in social networking phenomena, like to follow trends, and are attracted to interactive content Additionally, this customer group tends to follow Micro-Influencers and NanoInfluencers, as opposed to KOLs They are quite sensitive to product advertising and enjoy music and humorous stories While they have access to a lot of information through social networks, they also tend to consult with experienced people such as parents of other classes, homeroom teachers, and other individuals The products have been designed keeping in mind the preferences of this demographic - Purchase behavior: For young customers who still depend on their family's finances, the frequency of purchasing class uniform products is only 1-2 times a year As a result, they are willing to pay around 150,000 200,000 VND per product for summer uniforms and from 250,000 - 350,000 VND per product for winter uniforms On the other hand, parents have different purchasing behavior; they are willing to pay more for high-quality products for their children Consumers tend to buy in large groups and on special occasions, so the time to make a purchase decision is quick Customers are mainly interested in the design and style of products and also want average prices and incentives for gifts or promotions for the class Moreover, customers in different geographical areas have different preferences Typically, customers in the Northern region tend to be interested in winter products such as hoodies, while customers in the Southern region are only interested in summer product lines such as T-shirts and shirts Sales planning of Gấu Uniform 2.1 Review historical performance: 2.1.1 The designed uniform market: The uniform clothing production market in Vietnam seems to be thriving due to high demand from both domestic and international markets According to the Textile and Garment Indhologramsport in 2020, Vietnam's uniform export turnover saw a significant increase of 24.9% as compared to the same period in 2018, reaching a total of 498 million USD Moreover, recognizing the potential of the garment uniform industry and the trend of wearing uniforms among students, several Vietnamese businesses have started focusing on developing a niche market with a product line dedicated to "student uniform design" Gấu Uniform, with its focus on uniform products, caters to specific customer groups such as classes, groups, and school clubs, including representatives of purchasing groups such as teachers, school boards, parents, class presidents, or club leaders The brand understands the specific characteristics of uniform products and aims to provide tailored solutions to its customers Furthermore, the brand has observed that uniform shirts are gradually turning into fashion products To keep up with this trend, Gấu Uniform allows customers to freely design and choose colors, images, materials, and shirt designs that they like This enables customers to customize their uniforms and express their style while still adhering to the uniform policy 2.1.2 Competitors of Gấu Uniform: Table 2.1.1.1: An analysis of Gấu Uniform and Competitors Hai Anh uniform Panda Uniform Gấu Uniform Lucky Uniform Kinds of product - The main products are T-shirts, Polo shirts, and shirts They are diversified by different printing types (reflective printing, hologram printing, ) - In addition to main products including T-shirts and Polo shirts, the brand also focuses on winter uniform products and Korean-style uniforms - Diverse seasonal products (winter and summer) - Summer: The main products are T-shirts, shirts and polo shirts - Winter: Products focus on jackets, hoodies and sweatpants There are types of products: Tshirts, shirts and polo shirts Quality & Design - Product quality and design are somewhat behind the Uniform Bear - Has the advantage of diversifying fabric materials and product colors Low-quality products - Prints are often copied by Panda Uniform from other competitors in the market → The brand does not have exclusively designed uniform product lines - High quality and leading the trend with unique, creative designs (eg: leading in printing holograms, and reflective shirts, ) - The product has average quality - Designs and prints are not too diverse Price Selling price ranges from 129,000 219,000 VND depending on product design and printing type The selling price is highly competitive, ranging from 119,000 - less than 200,000 VND The product is priced higher than competitors from 189,000 - 219,000 VND The product price ranges from 155.000 - 185.000 VND depending on product design and printing type Distribution system - Has sales branches throughout the North, Central, and South of Vietnam - Stand out from competitors with a system of showrooms - There is only one branch in Hanoi which is the brand's consulting office - Have online sales channels via - Mainly sales through Facebook page and business collaborators - There are showrooms in the South and North of Vietnam The representative office branch is located at 90 Nguyen Tuan and there are other sales locations in Document continues below Discover more Quản trị bán from: hàng QTBH2021 Đại học Kinh tế… 315 documents Go to course MỘT BẢN KẾ HOẠCH BÁN HÀNG MẪU ch… Quản trị bán hàng 100% (4) Báo Cáo Thực Tập 39 Phân Tích Quy Trình… Quản trị bán hàng 100% (4) QUẢN TRỊ BÁN HÀNG 169 48 - TÔN THẤT HẢI… Quản trị bán hàng 100% (3) Một Số Giải Pháp Đẩy Mạnh Hoạt Độn… Quản trị bán hàng 100% (3) Hoàn Thiện Cơng Tác 56 Kế Tốn Bán Hàng,… Quản trị bán hàng displaying products and direct consultation - Available for sale online via Facebook and Instagram Facebook Instagram 100% (3) Van Dung and Lập KếVo Hoạch Kinh Nguyen Trai and 46 Have online salesVậ… Doanh- Cửa Hàng channels Facebook and Instagram Quản trị bán hàng 100% (3) Picture 2.1.2.2: A positioning map of customized uniforms brand in the market 2.1.3 Consumer trends in the school uniforms market: Nowadays, the trend of class uniform consumption focuses on uniqueness and personalization Consumers prefer creative designs, and unique colors, while also demanding comfort and fashion Class uniforms are not just clothing; they serve as a means to convey team spirit, messages, and the dedication of the class This reflects a shift from viewing class uniforms merely as daily attire to considering them as symbols of unity and pride for a class 2.1.4 Gấu Uniform historical performance in the Northern Market: According to a report on the number of orders of Gấu Uniform in the Northern markets, Hanoi city is where the majority of orders are placed In 2018, the number of orders from Hanoi was larger than the total orders from other provinces and cities combined Throughout all three years, Hanoi consistently had the number of sales volume ranging from 1,500 to 2,000, while the remaining areas did not exceed 800 sales volume Despite the COVID-19 pandemic, which caused a 20% decrease in the growth rate of this market compared to last year, the student uniform market is still considered large due to the large population and the presence of many schools in the area As a result, big brands selling uniforms can expect to continue to have a strong presence in this market To combat the significant decline in the number of orders, businesses that specialize in student uniform design must continue to develop their online sales channels and promote new sales programs This is especially important in the current environment, where many customers are hesitant to shop in person due to the COVID-19 pandemic By offering new and innovative sales programs, such as discounts, promotions, and bundle deals, businesses can attract new customers and retain existing ones Additionally, they can expand their product lines to offer more unique and customized uniform designs that differentiate them from their competitors Overall, businesses need to be proactive in their approach to sales and marketing to stay ahead of the curve and continue to grow their market share despite the challenges posed by the current economic climate The remaining four provinces/cities are Hai Phong, Quang Ninh, Nghe An, and Thanh Hoa All four markets have in common a clear growth rate over the years: • In 2019, the growth rates of Hai Phong, Quang Ninh, Nghe An, and Thanh Hoa were respectively: 45.9%; 99.7%; 110.8%, and 55.8% • In 2020, in the context of a raging pandemic, although the growth rate is no longer as fast and strong as last year, in general, they still maintain an upward trend → The growth rates of these markets are in order from left to right are: 8.2%, 8.7%, 6.5%, and 4.1% respectively The student uniform market in all four provinces and cities has shown a steady increase in growth rates year by year However, in terms of the total number of orders, Hai Phong, Quang Ninh, and Nghe An have significantly larger numbers than Thanh Hoa To fully take advantage of the potential of the market, the brand has considered developing more sales programs and promotions to attract customers and increase sales in these areas with lower order volumes Additionally, by expanding their product lines and offering unique and customized designs, they can appeal to a wider range of customers and differentiate themselves from their competitors Overall, businesses need to be proactive in their approach to sales and marketing, especially in regions with lower order volumes By doing so, they can tap into the full potential of the student uniform market and continue to grow their business over time Although Thanh Hoa's growth percentage is still positive, the number of orders is much less than in other markets → Gấu Uniform can continue to maintain the channel but does not need to focus too much attention or sales force in this market General conclusion (Chart 1.2): The chart clearly shows that the number of orders for student uniforms in most Northern provinces and cities has been growing steadily over the years Despite the challenges posed by the COVID-19 pandemic, the scale of the student uniform market in most large provinces and cities in the Northern region has continued to expand While businesses had to temporarily suspend operations for the first six months of 2020 due to the pandemic, the fact that the student uniform market in Northern urban areas is continuing to grow is a positive sign This indicates that businesses such as Gấu Uniform can continue to promote business activities in these urbanized areas and improve the lives of consumers by providing high-quality, customized student uniforms that meet their needs and preferences 2.2 State key assumptions: - Reaching out to more potential customers: Today's school uniform designs are gaining popularity not only among students but also other customer groups such as fan clubs of celebrities, school clubs, and non-profit organizations This is due to their outstanding features in design, color, and unique styles that impart a distinctive identity to each group By leveraging these features, businesses that specialize in student uniform design can reach out to a wider range of potential customers and expand their market share They can also develop new sales channels and promotions to attract customers who may not be familiar with their brand or offerings - Potential niche market: The trend of designing uniforms is likely to continue to grow as students become more interested in expressing their individuality and sense of style Businesses that can tap into this trend and offer unique and high-quality designs are likely to succeed in the long term From 2018 to 2019, Gấu Uniform experienced a significant increase in sales volume in the North, with a growth rate of 34% However, in 2020, the COVID-19 pandemic led to a 6% decrease in sales volume as students switched to online learning, leading to a decrease in demand for class shirts Despite the initial impact of the pandemic, Gấu Uniform has seen a sharp increase in the number of orders since then, and their business activities have improved extremely positively Sales output has increased steadily at a rate of 25-35% per year, which is a positive sign for the company's long-term growth Furthermore, the trend of population growth in the target customer group's age group is also increasing each year, which is likely to further fuel demand for customized student uniforms Overall, Gấu Uniform is well-positioned to take advantage of these trends and continue to grow its market share in the student uniform industry Therefore, we assume that market size can increase: by - 8% 2.3 Sales plan strategies: 2.3.1 Setting objectives: Overall, the student uniform market in Quang Ninh represents a significant opportunity for businesses that can tap into the potential of this market and offer unique and high-quality designs that meet the needs and preferences of their customers By assigning higher KPI percentages to this region, businesses can take advantage of the promising development opportunities it presents and continue to grow their market share in the Northern region of Vietnam Nghe An 20% of 50% The revenue of student uniform businesses in Nghe An has experienced a significant increase of 4% points over the three years, indicating a positive growth trajectory To maintain this growth and continue to tap into the potential of the student uniform market in this region, businesses can set KPIs that reflect a firm commitment to maintaining this percentage point growth By doing so, businesses can focus their efforts on improving their revenue figures in Nghe An, such as by developing new sales channels and promotions, expanding their product lines, and offering high-quality, customized designs that meet the needs and preferences of their customers Overall, the student uniform market in Nghe An represents a significant opportunity for businesses that can tap into the potential of this market and offer unique and high-quality designs that meet the needs and preferences of their customers By setting KPIs that reflect a commitment to maintaining this growth, businesses can continue to grow their market share in the Northern region of Vietnam and achieve long-term success in the student uniform industry Thanh Hoa 8% of 50% The revenue of student uniform businesses in this area has shown a slight increase ranging from to percentage points over the past few years While this growth may not be as significant as in other regions, it still represents a positive trend and an opportunity for businesses to expand their market share in these areas To tap into the potential of these regions, businesses can develop new sales channels and promotions, expand their product lines, and offer high-quality, customized designs that meet the needs and preferences of their customers By doing so, they can attract new customers and retain existing ones, while also building brand recognition and loyalty KPI distribution table for districts in Hanoi: Area Characteristics KPI Cau Giay -Most schools are concentrated in this area (48 schools from elementary school to university) The average income in the Cau Giay district is about 8.7 million/People/month 15% of 40% Dong Da -Fewer schools than Cau Giay area (38 schools) 8% of 40% Ba Dinh -Least number of schools in the most concentrated school areas in Hanoi (22 schools) 7% of 40% 12 Others -The remaining regions include central districts such as Hai Ba Trung, and Hoan Kiem, as well as suburban districts like Chuong My, Hoai Duc, Me Linh, etc Although these areas have scattered concentrations of schools, the overall number of schools is substantial 70% of 40% 2.3.2 Sales plan for the last quarter of 2023: Quarter IV/2023 October November December Customers New students transitioning to higher grade levels often have a high demand for purchasing class uniforms during this period This is because all these students will be entering new grades and thus not yet possess class uniforms Moreover, the final months of the year coincide with several holidays, which results in increased demand for class uniforms among newly enrolled students, which are sixth, and tenth graders All students from different grade levels will be participating because of the Vietnamese Teachers' Day, which takes place on November 20th Therefore, schools and classes across the country will be organizing events to celebrate this occasion As a result, there will be a significant demand for creating class uniforms for students to wear during these school events While there may be a lower demand for class uniforms among students across grade levels during certain times of the year, there is still a need for customized uniforms among students in school clubs This is because clubs have completed their member recruitment and commenced their activities, and students may require customdesigned uniforms to participate in various clubrelated activities and events Objectives An increase of 10% in revenue compared to this month last year since there was no sales program An increase of 10-15 % in revenue compared to the previous year since this is a peak sales period and other companies also try to push sales during this month An increase of 5% in revenue compared to the previous year since during this time the uniform demand has gradually decreased but sales still have to maintain to reach yearend goals Product T-shirts, polos, hoodies, and jackets as the weather is forecast to remain cool weather in October (link) Focus more on fall-winter products such as hoodies and jackets as the weather will start to get colder from this point onwards (link) Continue to focus on selling jackets and hoodies due to the weather Price - T-shirt: • 11-20 pieces: 189k/each • 21-30 pieces:169k/each • 31-50 pieces: 155/each 13 T-shirts, polos for school clubs 51-71 pieces: 139k/each 71-100 pieces: 125k/each - Jacket: • 11-20 pieces: 319k/each • 21-30 pieces: 309k/each • 31-50 pieces: 299k/each • 51-71 pieces: 285k/each • 71-100 pieces: 270k/each - Hoodie: • 11-20 pieces: 269k/each • 21-30 pieces: 249k/each • 31-50 pieces: 235k/each • 51-71 pieces: 219k/each • 71-100 pieces: 205k/each • • The price stays the same throughout phrases Relationship Selling strategy Sales Channel Strategy Transaction The strategy aims to maintain this relationship status Because with clothing products, customers will often mainly care about price, quality, and delivery time, but rarely care about after-sale support activities Mental states selling Mental states selling Mental states selling Encouraging customers to opt for high-end features such as premium fabrics, 3D printing, reflective elements, etc., can help elevate the value of each order, even if the quantity of orders itself may not be extensive The focus should be on seeking a diverse customer base and maximizing sales, with an emphasis on increasing overall sales volume Since school clubs often prefer to purchase costeffective products, the value per order may not be high Therefore, the focus should be on increasing the quantity of shirts per order and overall sales volume, rather than solely on the value of each individual order Sales staff may search for customers and promote brands and sales programs to customers through the Internet This involves reaching out to potential customers through various online channels such as social media, email marketing, and online advertising By leveraging the power of the internet, sales staff can expand their reach and connect with a wider audience to promote their products and services 2.3.3 Sales forecasting: In the year 2023, the assigned KPIs for the Northern region include 50% for sales volume, 60% for revenue, and 50% for profit Our team has developed a sales plan for the fourth quarter of 2023, specifically for October to December, for the Northern region The KPIs for this period are as follows: Quarter 1/2023 Quarter 2/2023 14 Quarter 3/2023 Quarter 4/2023 Revenue 20% of 60% 10% of 60% Total revenue 15% of 50% 10% of 50% Total sales volume Profit 15% of 50% 20% of 50% 10% of 50% 5% of 50% 20% of 50% 50% Focused customer group All students but focus more on students at Grades 6,10 Sales forecast • • • All students • • • Phase 3: December 5% of 50% 50% Total profit Phase 2: November 25% of 60% 60% sales volume Phase 1: October 5% of 60% All students but focus • Reason 7% of 25% of 60% about revenue 5% of 20% of 50% about sales volume 5% of 20% of 50% about profit • During October, there is a specific customer segment that usually consists of individuals who not have class uniforms yet For first-grade students, the buyers are usually teachers or parents, which can make it more difficult to persuade them to make a purchase On the other hand, sixthgrade and tenth-grade students may need uniforms to participate in early-year activities or uniform-making movements that often take place during this time 15% of 25% of 60% about revenue 12% of 20% of 50% about sale volume 12% of 20% of 50% about profit 3% of 25% of • This is the peak season as schools typically organize events in celebration of November 20th Customers have a heightened demand for customized uniforms during this period • At this stage, some schools usually organize year-end events such as galas, 15 more on school clubs • • 60% about revenue 3% of 20% of 50% about sale volume 3% of 20% of 50% about profit • Christmas celebrations, etc., which creates a demand for uniforms among students However, the demand may not be substantial as some students may have already purchased their uniforms in previous months Students/college students involved in school club activities will need uniforms after completing the recruitment process and engaging in club activities This may include new uniform designs for the entire club or using existing designs to maintain uniformity among new members and existing members Determine budget: October: The budget will increase by 5% due to the projected revenue growth of approximately 10% This increase is necessary to focus on targeted customer communication, marketing activities during this period, as well as direct competition with competitors in order to acquire customers effectively November: The budget will increase by approximately 8-10% as this is a peak month It requires a significant allocation of resources during this period The revenue for this month is expected to increase by as much as 10-15% December: The budget may remain unchanged or increase by 1-3% as the revenue for this month may increase by 5% This adjustment is made considering the potential decrease in customer demand during the holiday season Budget by month Activities that require payment October: The budget will increase by 5% Giving shirts and flowers: • Printing costs for the homeroom teacher's (female) shirts of the class • Flower costs to give to all female students Badges: • Production and attachment of new badges to the uniforms of grades and 10 November: The budget will increase by approximately 810% Giving shirts and tote bags to homeroom teachers: • Production costs of shirts and tote bags • Printing or embroidery costs for logos or messages on shirts and tote bags • Packaging costs for the products • Shipping or delivery costs to homeroom teachers at schools 16 Communications and Marketing: • Create and maintain content on the Gấu Uniform website to announce the program • Advertise on Gấu Uniform's social media pages to promote the program • Design and print advertising materials, posters, and banners • Allocate funds for direct advertising activities on various media channels Resource and Personnel Enhancement: • Recruit additional temporary staff or increase the working hours of existing staff to meet the December: The budget may remain unchanged or increase by 13% Discounts for classes: • The specific discount amount must be calculated for each order from participating classes This cost depends on the provided discount rate and the quantity of orders eligible for the discount Gifts for school clubs: • Lanyard or keychain costs for the club • Special flag printing costs for the club • Printing or designing costs for these gift items • peak demand in November (recruitment in September) Equip additional machinery or fixed assets if necessary to expedite production and delivery Order Management and Customer Service: • Invest in an order management system and data infrastructure to track and process orders efficiently • Increase resources for the customer service department to support and promptly resolve customer issues Logistics and Delivery: • Transportation costs, including delivery to schools or customer addresses • Insurance and maintenance costs for vehicles • Storage fees if necessary to maintain inventory during peak periods 2.3.4 Marketing plan: Specific program for each month: • October: As this month includes Vietnamese Women's Day (October 20th) and coincides with the transition of students from grades 1, 6, and 10, Gấu Uniform's programs will focus on these two special occasions - Objective: Promote the purchase of class uniforms during the commemoration of Vietnamese Women's Day (to honor women) and during the transition period of students from grades 1, 6, and 10 - Program Details: o Timeline: October 1st - October 12th o Provide an additional uniform for the homeroom teacher (female) of each class and present flowers to all female students o Add an emblem to the uniforms of classes 1, 6, and 10 - Program Marketing: o Clearly announce the program on Gấu Uniform's website and social media platforms o Ensure that customers are aware of the program and its duration - Benefits: This program helps strengthen the relationship between teachers and students, particularly by honoring women and encouraging orders from classes, especially those in the transition grades • November: This month marks Vietnamese Teacher's Day (November 20th) - Objective: Maximize the number of orders placed - Program Details: 17 o Provide uniforms and tote bags for homeroom teachers - Marketing: Similar to October - This period is the peak sales period as the majority of schools organize programs on November 20th • December: - Objective: Increase sales by targeting both club customers and continuing to promote purchases from classes - Program Details: o Classes that order together with additional classmates will receive a special discount o Clubs placing orders will receive lanyards or keychains and a special flag - Marketing: o Ensure that information about the discount program and gifts for clubs is advertised on Gấu Uniform's website and social media platforms o Combine and offer additional incentives to schools and clubs that have collaborated (as mentioned in the previous joint program) - Benefits: This program encourages the purchase of uniforms from Gấu Uniform and promotes clubs to buy custom-designed uniforms 2.3.5 Monitoring Sales Performance: To measure sales performance, the following criteria can be utilized: Analysis of sales campaigns: - The effectiveness of the sales force can be assessed by analyzing the number of individuals who achieve the KPIs, those who not meet the KPIs, and those who surpass the KPIs - Effectiveness of marketing programs: Evaluate the success of marketing programs based on their ability to reach the desired audience and the specific conversion rates achieved Market share analysis: Measure the company's market share compared to the overall market quarterly throughout the year Tracking profitability of sales activities: Assess whether available resources have been effectively and efficiently utilized, monitoring the profit margin at each stage What percentage of sales, revenue, and sales output objectives are achieved in each period? 2.3.6 Corrective action adjustments: If sales activities are not effective, adjustments need to be made - For example, if the rate of sales force attrition is high, the company needs to understand the reasons behind employee resignations, such as issues related to compensation, work pressure, or personal concerns Based on this understanding, appropriate solutions can be implemented to retain the sales force, such as increasing commission percentages, adjusting KPIs, or establishing internal programs - Another example is when the sales force fails to meet KPIs It is important to identify the underlying issues If it is due to inadequate sales skills, appropriate training programs should be developed If it is a result of ineffective marketing activities, the market should be re-evaluated, and customer insights should be gathered to deploy more suitable initiatives If the local market is saturated, with customers already having class uniforms and not wanting to make additional purchases, expanding into different geographical areas should be considered Salesforce Management: 3.1 Recruitment program: Target customer New transfer October students Sales forecasting 7% of 25% of 60% in revenue Characteristics a salesperson should have Recruitment Period: September Job Position Requirements: 18 (Grades 10) 6, November All December Students of all grade levels and clubs within the school 5% of 20% of 50% of sales volume 5% of 20% of 50% in terms of profit 15% of 25% of 60% of revenue 12% of 20% of 50% of sales volume 12% of 20% of 50% in terms of profit 3% of 25% of 60% in revenue 3% of 20% of 50% of sales volume 3% of 20% of 50% in terms of profit Regional Sales Manager - Northern Region: person • City/Province Sales Managers: people (equivalent to person per team) • District Sales Representatives: 30 people (5 people per team) Districts that have many schools and account for the majority of Uniform Bear's revenue will recruit more sales staff For example, in Hanoi: Cau Giay District (15%/40%): sales representatives Dong Da and Ba Dinh Districts (7%-8%/40%): 3-5 sales representatives Other districts/provinces (9 districts and 17 provinces - 70%/40%): Approximately sales representatives • → As the end of the year approaches, many activities and events are organized Students often wish to wear class uniforms to participate in these events and commemorate special moments In addition to the recruitment process, school clubs also require custom uniforms This would lead to an increase in demand for class uniforms To meet this demand, Gấu Uniform should consider hiring more sales positions Starting the recruitment process in September will provide sufficient time for training the sales force before the peak season Job Analysis: Regional Sales Manager - Northern Region: • Receive Key Performance Indicators (KPIs) from the higher management (company level) • Develop plans to achieve set targets • Monitor and consolidate information from city/province sales managers City/Province Sales Managers: • Analyze and research the assigned market • Develop training programs for the sales force • Motivate the salesforce • Develop monthly sales plans: This entails setting specific targets, dividing sales KPIs, and assigning tasks to employees in a logical manner • Manage the sales team: Sales managers must ensure that their team of sales representatives is supported and provided with adequate resources and product materials to perform their duties They also need to monitor the performance of each team member and make necessary adjustments Additionally, 19 • • • effective management ensures prompt and accurate processing of orders Create special promotional programs: During this period, it may be necessary to create special promotional programs such as offering additional complimentary items (e.g., lanyards) to stimulate purchases Sales managers need to ensure that these programs are executed properly and effectively advertised to customers Build relationships with customers: Sales managers must establish good relationships with major customers such as schools and clubs This will contribute to securing more orders for Gấu Uniform during the year-end season Reporting and evaluation: To ensure optimal performance, sales managers need to regularly report on the progress and performance of their respective regions and evaluate the results for necessary plan adjustments District Sales Representatives: • Receive tasks from the sales managers • Participate in training programs • Conduct inventory audits • Seek customers: Identify potential customers within the assigned district by approaching schools, clubs, event organizations, and individuals Gather information about their year-end uniform needs • Consult and present products: Provide guidance and introduce Gấu Uniform products and services to potential customers Offer choices of materials, colors, and uniform designs based on their specific requirements • Process orders: Receive and process orders from customers, ensuring accurate order information and timely fulfillment of customer requirements • Manage delivery schedules: Determine delivery timelines to ensure that products are ready for year-end events at schools and clubs • Reporting: To ensure optimal performance, sales representatives need to regularly report on their progress and performance to their superiors Job Requirements for the Tasks: Monitoring and tracking: 20 • Regular and continuous updates • Guiding employees in handling situations Market analysis: • Understanding market trends, customer needs, market size, and purchasing power in different markets • Evaluating potential markets Training program development: • Systematic development • Providing necessary knowledge to employees Building sales strategies: • Developing strategies that align with the company's goals and resources • Ensuring the strategy can meet the set KPIs Employee Requirements: Regional Sales Manager (Northern Region): • Ability to multitask, manage work and time effectively • Understanding of the sales field • Leadership skills • Ability to forecast revenue and sales volume • Goal and KPI alignment City/Province Sales Managers • Leadership skills • Ability to manage work and time effectively • Product and company knowledge • Experience in sales management or marketing • Market analysis and understanding of customer needs • Natural ability to coach and mentor younger sales representatives • Strong leadership and team management skills Sales Representative: • Excellent communication skills • Problem-solving abilities • Proficient in data management • Flexibility • Attention to detail • Proficient in office software • Ability to handle pressure 3.2 Assess sales training needs: Sales Techniques: Answering the question "How to sell?" Providing specific guidance on how to communicate with customers, persuade them to purchase products, provide advice Specific skills such as communication skills, order management, customer care, handling situations, teamwork skills Product Knowledge: Sales personnel need to have a clear understanding of the products For example, in the case of school uniform products, they need to understand fabric quality, and design methods (such as heat transfer printing or hand embroidery), and the prices of each product may vary 21 because they are designed and personalized according to the needs of each customer If introducing new products, it is necessary to update the information Directing customers to purchase the desired products Customer Knowledge: Knowledge about customers, such as their needs, what motivates them to make a purchase, how many products and what types of products they want to buy, and which products best suit their desires and requirements It is important to learn how to communicate to fully understand what customers want and find ways to meet their needs Competitive Knowledge: Knowledge about competitors, such as how their products are similar/different from ours, their strengths, and weaknesses What can convince customers to buy our products instead of theirs, and efforts should be made to avoid losing customers to competitors Time and Territory Management: Effective management and utilization of time and resources 3.3 Set training objectives: • Increase sales and profits This means an average increase of 5% during the last quarter of the year • Assist in salesforce socialization • Develop salespeople for future management positions • Minimize salesforce turnover rate • Improve teamwork and cooperative efforts 3.4 Design sales training program: The individuals responsible for the training program will be the sales manager for the northern region and the sales leaders for teams in different provinces and cities The program will be conducted offline in Hanoi and online for sales personnel in other regions The tools used can include online platforms such as Teams or Google Business and role playing 3.5 Motivation and reward systems: To motivate their sales force, businesses need to provide both intrinsic and extrinsic value Intrinsic Value: To encourage employees to motivate themselves, businesses need to create a healthy and positive work environment, such as fostering positive relationships among colleagues, maintaining a friendly internal culture, and meeting basic employee standards according to the law Building a career path is also a motivator for the sales force, as they need to know their current position, what they need to do, and what standards they need to meet to progress to a higher position However, intrinsic value primarily comes from within each individual, and the motivating efforts of the business are external factors that contribute to enhancing each person's self-motivation Extrinsic Value: These are tangible values that businesses can provide to their sales force, such as bonuses or gifts For individuals who make positive efforts and provide significant value, businesses should reward them with higher commissions, bonuses, or other tangible rewards Reward systems: The rewards that businesses give to employees can be individual-based or teambased They can be public recognition or internal within the company Compensation rewards are given 22 in return for acceptable performance or effort Compensation rewards can include non-financial rewards, such as recognition and opportunities for growth and promotion Types of rewards: • Pay • Promotion • Sense of accomplishment • Personal growth opportunities • Recognition • Job security 3.6 Dimensions of salesperson performance evaluation: Quantitative Result Criteria: We would evaluate salespersons' performance based on these aspects: Sales volume in both value (total VND) and units (number of T-shirts/shirts sold) The sales revenue of each region will also be compared to the previous year's sales to track progress and market growth Quantitative Behavioral Criteria: Our selling process involves mostly direct selling activities and ordering through an instant messaging platform Therefore, it is critical to use Quantitative Behavioral Criteria such as the number of orders and number of calls per day as a performance evaluation as a way to assess the salesforce’s productivity On the other hand, it is vital to use the number of lost orders as a way to analyze the salesforce’s performance and recommend ways for improvement Another effective indicator is the number of calls per consumer since it also implies how good of persuasive skill the sales force possesses Non-selling activities: Non-selling activities should also have criteria as a way to assess the performance of the salesforce as well For example, a criterion that can be used is the number of reports sent because a report can be good information on the market’s data or consumers’ insight in a specific region We also use the number of days worked and the number of customer complaints as a way to evaluate employees’ attitudes toward the job Conclusion: Gấu Uniform is a well-known brand in Vietnam that specializes in designing high-quality uniforms for students Their uniforms are not only functional, but they are also fashionable, catering to the ever-changing needs and preferences of customers As we approach the last quarter of 2023, our team has developed a comprehensive sales plan to ensure the success of Gấu Uniform We understand that customers' purchasing behavior is dynamic, so we have created distinct plans for each month of the quarter to adapt to the ever-changing market and maximize our sales potential To develop our sales plan, we followed a structured roadmap that included reviewing historical performance, setting objectives, forecasting sales, and making marketing and recruitment plans After thorough analysis, we identified November as a crucial period to drive sales growth Consequently, we have set higher key performance indicators (KPIs), allocated additional resources, and strengthened our sales team to capitalize on the opportunities presented during this period With ample resources and a highly skilled sales team, Gấu Uniform is well-positioned to surpass its predetermined goals 23 24 More from: Quản trị bán hàng QTBH2021 Đại học Kinh tế… 315 documents Go to course 39 MỘT BẢN KẾ HOẠCH BÁN HÀNG MẪU ch… Quản trị bán hàng 100% (4) Báo Cáo Thực Tập Phân Tích Quy Trình… Quản trị bán hàng 100% (4) QUẢN TRỊ BÁN HÀNG 169 48 - TÔN THẤT HẢI… Quản trị bán hàng 100% (3) Một Số Giải Pháp Đẩy Mạnh Hoạt Độn… Quản trị bán hàng 100% (3) Recommended for you Robert M Monczka, 38 Robert B Handfield,… Quản trị bán hàng 100% (1) Dự-Đoán-6 - de co 20 Mai Phuong Quản lý phát triển 100% (1) Chapter TACN - btn kỹ bán hàng Quản trị bán hàng 100% (1) EVs+-+Vinfast VInfast Quản lý phát triển 100% (1)