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1. MARKET EXECUTIVES: MARKET – COMPETITORS AND OURS
SYNOPSIS
2. BUSINESS GROWTH: REVENUE- STORES AND IN CUSTOMER GROWTH
3. KEY PRODUCTS LAUNCH RESULT IN 2012
4. VIETNAM MARTKETING IN HIGHLINE: PROMOTION – PR – CMR
5. CHALLENGING: HAND CARRIED – PRESSURE OF FIRST MOVERS
1. VIETNAM MARKET EXECUTIVES: COMPETITORS AND MARKET
Competitors in numbers , their growth, and their mechanics
40
26
23
16
12 11 11 10
7
4
THEFACESHOP Yves Rocher Bourjois TonyMoly The body shop Etude House Skin Food NYX Nature Republic It's Skin
TFSV IS TAKING LEADERSHIP AND WE WILL CONTINUE TO ENHANCE THIS POSITION• From Jan 2013 closed 04 stores due to economic-crisis (malls closed)• Opened 05 news stores two of them are Road Shop plan 01 more by year end• In July have 03 multiple brand store plan to have 17 mores by year end
NUMBER OF STORES AND TFSV’S POSITION IN THE MARKET
1. VIETNAM MARKET EXECUTIVES: COMPETITORS AND MARKET
PLAYERS IN THE MARKET AND WHERE WE ARE
PRICE
BRAND PERFORMANCE
BenefitLo’ccitane
THEFACESHOPTONYMOLY
REPUBLIC N
Misa
Skind Food
Etude H
The body Shop
BOURJOIS
YVES ROCHER
•Offering wide range product’s selection•Augmented customer service delivery
1. VIETNAM MARKET EXECUTIVES: COMPETITORS AND MARKET
MBS double after ONE year Customers are new need F2F contact
Cash payment more than 98% banking developing at primary level
AVG bill annually growth 15% REV growth by BA’s consultant
Income disparity 06 cities account for 82% GDP e-commerce will not work in short term
Internet users account 40% out of 86 millions but focus in HN - HCMC
FB is widely used but not officially approved by Government
EMERGING
MARKET WITH
CHARACTERISTIC
LIKE VIETNAM’S
BRICK and
MORTARBUSSINESS TYPE WILL PLAY IMPORTANT RULES IN NEXT
COMING YEARS
MARKET SITUATION
E-COMMERCE? YES, BUT WITH OUR WAY
BUILDING STRONG BRAND EQUITY
DATA MANAGEMENT BY ERP SYSTEM
HIGH TRAFFIC WEBSITE
CHANNEL DEFINE
CALL CENTER SET UP
LOGISTIC TEAM
DUO BUSINESS TYPES
Brick and MortarE commercial
Done but need seamlessly enhance In 2014 (Est.) In 2014 (Est.)
2. BUSINESS GROWTH: SALES REVENUE AND MAIN KIPS
7,914
6,821
YEAR OF 2013 YEAR OF 2012
SALES GROWTH 2012 VS 2013
Note: in 1.000 USD
EIGHT-MONTH PERIOD COMPARISION KIPs DEFINED IN AOP REAL PLANNED
• SALES GROWTH 17% 45%
• AVG bill value growth 15% 15%
• No. of bills 9% 26%
• No. of news MBS 78% 91%
• No. of store 3% 13%
• Multiple Brand stores 20% 92%
2. BUSINESS GROWTH: SALES REVENUE AND MAIN KIPS
STORES GROWTH FROM 2010
22
32
38 4044
45 - 48
2010 2011 2012 REAL 2013 (YE) PLANNED 2013 PLANNING 2014 (YE)
Like never before 04 stores closed in 1 year due to economic crisis’s impact
2. BUSINESS GROWTH: SALES REVENUE AND MAIN KIPS
SALES GROWTH: CHANNELS REVENUE CONTRIBUTION UTD
93.9%
3.0%3.0%
0.1%
Existing stores New stores New channel (GT) Online selling
Existing stores 7,438 New stores 235 New channel (GT) 241 Online selling 5
In 1000 USD
Yes, we are facing with
challenging in channel expansion (solution part 4):
• Retail stores opened 05 news but 04 closed due to Landlord’s bankruptcy
• GT with hand carried offering discount up to 50%
• Online sales on Zalora.com is not yet an effective channel now (*)
2. BUSINESS GROWTH: SALES REVENUE AND MAIN KIPS
MBS GROWTH: IN WIDTH FOR EXPANSION AND RE-EMPT AND IN DEPTH FOR RETENTION
Pla
875
Gold
1.925
Silver
10.272
Bronze MBS
115.473
JUNE – 2013: AT 128.5K
Pla
1.338
Gold
2.526
Silver
12.076
Bronze MBS
125.505
AUG – 2013: AT 142K
Pla
385
Gold
676
Silver
4368
Bronze MBS
104.543
JAN – 2013: AT 114K
Beneficial offering in: Birthday - March Women day - Oct Women day -Member day - Cross sales program
2. BUSINESS GROWTH: SALES REVENUE AND MAIN KIPS
MBS GROWTH: IN WIDTH FOR EXPANSION AND RE-EMPT AND IN DEPTH FOR RETENTION
750
points
less
750 points
Less
500 points
Less 250 points
Beneficial offering in occasions: Birthday - March Women day - Oct Women day - Member day - Cross Sales program
Higher 750
Less
750 USD
Less
500 USD
Less 250 USD
Pla
Gold
Silver
Bronze
3. KEY PRODUCTS LAUNCH RESULT IN 2013 (WEIGHTED SALES CONTRIBUTION)
0.2% 0.2% 0.6% 3.9% 9.0% 17.6% 22.3% 22.4%
99.8% 99.8% 99.4% 96.1% 91.0% 82.4% 77.7% 77.6%
Jan Feb Mar Apr May Jun Jul Aug
New products Existing products
Jan Feb Mar Apr May Jun Jul Aug
New products 2.0 1.9 7.2 31.9 85.0 145.8 212.4 274.6
Existing products 1,063.2 911.2 1,159.8 791.8 854.9 683.3 739.0 950.4
TOTAL REVENUE 1,065.1 913.1 1,167.0 823.8 939.8 829.2 951.4 1,225.1
IN 1000 USD
Chia Seed Chia Seed Chia Seed Chia Seed Chia Seed
Natural Sun Natural Sun Natural Sun Natural Sun
CC Cream CC Cream
4. NEXT MOVING AND FOR BISUESS GROWTH IN 2014
CHANNEL EXPANSION CUSTOMER SERVICE PROMOTION
RETAIL STORES
Focus on new ROAD SHOP to minimize the impact of low traffic to mall due to economic-crisis est. 02 more by Year End
Marketing support by GWP, EDU TRAINNING, EVENTs … activities to stimulate agents as benefit that they could not have from Hand Carried Suppliers
GT STORES
NEXT: ONLINE SALES VIA OUR WEB STITE
PEOPLE
SERVICE RECOVERY SYSTEM
Training both INTERNAL and EXTERNAL staffs. Measured by KIPs: number of comments, complains, thank you notes ...
Hotline – Call Center – FB – and Comment’s at POP all are case by case resolved
NEXT: IMPROVED DATA PROCESSING
DRIVE MORE TRAFFIC
SMART SCHEME
NEXT: MAKRKETING INTEGRATED
Promote: POS join promotion
Data Analysis and marketing integrated:• CRM identify the potential CUS• Promotion offering scheme• PR-Event trial- demonstration
5. CHALLENGING AND SUGGESTION
CHALLENGING SUGGESTION TO HQ
Hand carried and economic sluggishness are well considered as our challenging in next coming years those issues are limit channel expansion and online selling
Pressure of first mover competitors with cheap price policy and copy our innovation require us to seamlessly moving forward in all aspects to retain and develop customers
Manpower: cost of new recruitment as our talent staffs need time and cost to educated while opponents just waiting for their matureness and offering better benefit to attract
Please have clear action to prevent crossed marketing selling
Customer development: HQsupporting welcome gifts and advise in strategic development. New product launching are highly appreciated
Strategic partnership with Korean firms right in Korea and then support local markets performance.
Ex: Lotte Mark and TFSK