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PHƯƠNG PHÁP ĐÀO TẠO VÀ TƯ VẤN

LÀ GÌ? VÍ DỤ? PHƯƠNG PHÁP? LÀM BÀI TẬP

TẠI SAO PHẢI HỌC? VÀ CÁCH TƯ DUY ĐỂ LÀM ĐƯỢC? ĐÚC KẾT?
THỰC TẾ ?
HỌC ĐỂ ỨNG DỤNG VÀO VIỆC GÌ
 
 Trade marketing | competency skill set

II. Develop IV. Measure

I. Understand The Commercial
Trade MKT III. Deployment and Execution and
Opportunity
Strategy Evaluation

01
Brand & Category
03
Channel & Customer
05 07 09 11 13
Channel Strategy Trade Promotion Key Account Sales Cycle Trade Actvities In-
Understanding Understanding Effectiveness Management & Planning store
JUBP (CAT Measurement
MAN)

02 04 06 08 10 12 14
Trade Activities
Shopper Market Research for Finance for non- POSM and Shopper Customer
Understanding Models Trade Marketer finance Activation and Effective
Merchandising Engagement
Trade events Evaluation
 BRAND MANAGEMENT| competency skill set

BUILD BRAND
CREATE BRAND
Plan Execute Track

01 03 05 07 09 11 13
Brand direction: Understanding ABP process Product Media Planning Integration with Brand Data
Category & Brand Consumer insights (Annual Brand Innovation Trade Analysis (CMI
strategy Planning) process Function)

02 04 06 08 10 12
Brand Identity: Category Finance for Non- Campaign Communication Event and PR
Brand BVA, 6P expanding Finance Framework and Asset – TVC/KV
strategy Strategy (IBC)

14 Marketing soft skill (Briefing and Giving feedback)

 OUR PARTNERS| BRAND
MANAGEMENT

Phạm Thị Nhung Nguyễn Lan Yến Vũ Thị Nguyệt Quế Lê Trung Tín Nguyễn Quang Hiệp
Commercial Director Senior Brand Manager Marketing Manager Senior Brand Manager Former Marketing Manager
Tiki Sparkling category PepsiCo Food VN Coca-Cola SEA CJ Vietnam
Coca-Cola SEA

Nguyễn Lan Khuê Hoàng Thị Quỳnh Vy Lê Hồng Ngọc Nguyễn Thị Kim Phượng Nguyễn Thanh Hải
Senior Brand Manager Former Marketing Manager Former Head of MKT Marketing Director Brand Manager
Unilever Việt Nam Friedsland Campina VN ACD L’OREAL Vietnam Vinamilk Vinamilk
 OUR PARTNERS| MEDIA & RESEARCH

Nguyễn Ngọc Bích Hạnh Trần Nhật Hy Đặng Đức Tuấn Trần Phan Duy Chân
Media Manager Digital Marketing Manager Integrated Planning Head Integrated Group Head
Heineken Vietnam Friesland Campina Vietnam Mediacom Vietnam Wave Marker

Nguyễn Hoàng Anh Trần Nguyễn Thanh Trúc Vũ Anh Tuấn Andy Đặng

Former Research Manager Senior research manager Research Manager Associated Digital Director
Nestle IPSOS Nestle Mediacom
 OUR PARTNERS| SALES FORCE &
FINANCE

Đồng Thị Thanh Hiền Bùi Thị Thanh Hà Trần Hùng Thiện Lâm Quốc Anh
Director Managing Director General Manager Regional Sales Manager
DKSH Smollan Coaching Perfect Co.ltd GCOMM British American Tobacco

Nguyễn Minh Hùng Đình Thị Hòa Dương Ngọc Hải Lê Quốc Thái
Account Manager Sales force Senior Commercial Business Analysis Manager Sales Director
solution Finance Manager Kimberly Clark Việt Nam L’OREAL
Nielsen GSK Commercial Healthcare
 OUR PARTNERS| TRADE MARKETING

Hứa Thái Đạt Nguyễn Lãm Nguyệt Kiều Nguyễn Thị Minh Nhã Đào Trọng Lượng
Senior Trade Associate Trade Marketing Channel Development Manager Head of Shopper & Channel-led
Marketing Manager Director & Head of GT Innovation Manager
Heineken Vietnam Masan Consumer Abbott Vietnam Friedsland Campina

Nguyễn Ngọc Xuân Lâm Lương Trọng Nhân Trần Thị Hồng Miên Nguyễn Đỗ Kim Ngân
Channel Development Manager Merchandising Manager Category Planning and Activation Planning Manager
Suntory Pepsico Vietnam Beiersdorf Việt Nam Manager Mondelez Kinhdo Diageo
 BUSINESS

ModuleNO. 1
TỔNG QUAN
E-COMMERCE
và quy trình xây dựng kế hoạch triển khai
kênh e-commerce
 Onpoint ’17 – now
Founder, CEO

Lazada VN ‘14 – ‘17

Chief Commercial Officer

Vingroup – Adayroi ‘14, Deputy Chief Commercial

Director
and executive assistant to the Chairman of Vingroup
Quang Tran
Lazada VN ‘13-14
Category director
Head of Retail/Buying

McKinsey & Company ‘11 – ‘13

Consultant

Notable clients/partners at Onpoint

 Nội Dung Module 1

1. Nền tảng về E-commerce

• 4 Bí mật của người siêu giàu
• 5 yếu tố thúc đẩy thương mại điện tử phát triển
• Tổng quan thị trường, cơ hội,` và thách thức

2. Các mô hình E-commerce

3. Quy trình 6 bước để phát triển và thành công trên E-commerce

• Chiến lược: mục tiêu quan trọng nhất khi làm E-commerce, và lựa chọn
mô hình phù hợp
• Kênh & khách hàng: Tại sao chọn kênh này mà không phải kênh kia
• Sản phẩm: Chọn sản phẩm nào làm online
• Đội ngũ: Làm sao để cấu trúc team, build or buy
• Onboard & Launch: Bắt đầu từ đâu, kế hoạch của bạn
• Phát triển: Làm sao để thúc đẩy doanh thu và phát triển bền vững
1. E-COMMERCE là gì ?
Liệt kê điểm chung của top 20 người giàu nhất thế giới
Source: https://www.forbes.com/billionaires/#581bfb5a251c
Nếu bạn muốn làm người giàu nhất USA, China, Japan,
làm E-commerce

Source: https://www.marketwatch.com/story/a-list-of-richest-billionaires-in-each-country-2017-11-22
Khi bạn không
thay đổi
Khi bạn không thay đổi
 VN E-COMMERCE IS BOOMING

E-commerce continues to grow 2x every year

Internet market size (B USD)

10.4

8.5x
5.8

3.3
2.0
1.2
0.5 0.7
0.3

2013 2014 2015 2016 2017f 2018f 2019f 2020f

Source: Euromonitor, Goldman Sachs

 Key factors leading to the exponential growth of eCommerce
Young population, Emerging middle class High internet penetration

Lack of modern trade

5 key systemic changes are expected to occur, leading to the exponential
growth of eCommerce
 Motivators for shopping online

CONVENIENCE PRODUCT INFORMED DEAL SEEKING ONLINE

ASSORTMENT DECISION FEATURES
Reducing time and Finding the best price
MAKING
effort spent shopping Gaining access to possible Managing shopping
more choices than Getting information lists and building
available locally and reviews to help baskets over time
make better choices
People buy online because of diverse product types, promotion and discounts,
and flexible payment method, while worry about quality

Source: DI Marketing 2016

 Vietnam B2C E-commerce category split
($Billion USD)
7

$ 6.11
6
1.11

5 0.22
Toys, Hobby & DIY
0.98
4 Food/Drinks

$ 3.27
3 Furniture & Appliances
0.59
2.12
0.12
0.53 Electronics & media
2
$ 1.76
$ 0.95 0.31
0.06 1.18 Fashion
0.29
1 1.23
0.17
0.03
0.16 0.65 Personal Care
0.61
0.36 0.31
0.15 0.24 0.46
0 0.07 0.13
2017 2018 2019 2020

Source: https://www.statista.com/outlook/243/127/ecommerce/vietnam#
2. Các mô hình
E-COMMERCE
Các mô hình E-commerce
B2C C2C

D2C Direct to Pure Player Pure Player Beauty Vertical Social

consumers
Direct ECommerce touch
points managed by brands/
companies, like websites, apps
ERetailers
Market Place Model Inventory Model Players Commerce
An online marketplace is Pure player retail model is Beauty specialized. The Ecommerce site is C2C on FB,
where products or service the ECommerce site Mixture of inventory or created and managed by selling parallel
information is provided by where products and market place traditional retailer (offline products, hottest
multiple third parties, services are provided by player) trends, multiple
whereas transactions are the site operator, which sources
processed by the means the site operator
marketplace operator buys product from the
manufacturer

Ex: Samsung.com Ex: Lazada, Tiki, Sendo, Adayroi, Hotdeal, Shopee Ex: skinstore.vn Ex: Lotte, DienMayXanh Ex: FB, Instagram
epomi.com TheGioiDiDong (Group, individual
shops)

High Brand Controllability Low

Tập trung vào nền tảng
 Roadmap to succeed on E-commerce

Chiến lược và mô hình vận hành

Kênh và khách hàng

Sản phẩm

Đội ngũ

Onboard & launch

Phát triển
 GROUP DISCUSSION:
Các mục tiêu quan trọng nhất khi phát triển E-commerce?
E-Commerce operation
End-to-end solution
1 Operate “Brand Official 2

Commercial Management
Store” in e-com channels Product
visibility
Manage sales target &
on e-com
KPIs
Assortment planning channels

Merchandising
Promotion & stock
management

Data analytics & Design &

customer insights Content
Brands E-com
Channels
3 Warehousing & Fulfillment

4
Operation

Online Marketing
Performance
marketing
Customer
services &
experience
E-Commerce operation
Commercial Customer Service
1. 2. E-Marketing 3. 4. Operations
Management
Sales Revenue

Page Impressions

Customer Acquisition

Advisory & planning Live chat Warehousing &

Campaign Management Fulfillment Sales Marketing
Efficiency
Assortment & Inventory
Telesales Multi-channel
Management
E-Merchandising order management
Enhancement Repurchase
CRM
Pricing & Promotion Supply chain
Management
Creative
Operations Costs
Analytics & Customer BI & analytics - Reporting
insights Digital Marketing & Dashboards

Store Management
Lựa chọn mô hình E-commerce để tăng trưởng
Brand via retail Brand via marketplace Brand.com built in house E-Distributor

● Better control over: ● More assortment,

● Capability building
price, stock, more availability for
for digital and ecom
Pros

Pros

assortment,
merchandising
● Lack of resources and
capacity from Lazada
to serve
● Ineffective way of
working with platform,
with multiple contacts
points from functional
Cons
Pros
shoppers
● Testing environment
● High level of
control
● Ability to grow and
● Huge investment ● Huge investment accelerate quickly
required: new required: new ● Top-notch focus
processes for B2C processes for B2C and execution by
fulfilment fulfilment best e-commerce
● Difficult to grow ● Difficult to grow team
quickly as it takes time quickly as it takes time ● Resource light
to develop e-commerce to develop in-house e- ● Work closely with
capability commerce capability platforms to

Cons
Cons

teams ● Lack of focus from ● Complexity in understand

● Difficult to offer full
assortment and
promotions on retail
brands and/or working with multiple shoppers' behavior
distributors as online is service providers
small
● Difficult for pricing
control
Role of E-commerce channel
PLATFORMS UNDERSTANDING
Key E-commerce players
Social
Platform E-Retailers Community
Commerce

Key player

• Brand awareness
• Drive sale • Educate consumers
Channels’ roles • Educate consumers • Shopper / Consumer
• Increase brand awareness • Affiliate
insight
• Women with strong
Shopper Profile • General population interest in Beauty, A/A+ • Young population • Young women
income level
• Trend Update
• Routine • Consultation • Learning
Shopper Mission • Review
• Deal seeking • Experiential • Review
• Deal seeking
• Both. Research more than
Research vs Purchase • Purchase • Both • Research
purchase
• Frequent, but buy different • Can be frequent, but no
Frequency of purchase • Less frequent • Can be frequent
things loyalty experience
• Wide range assortments • Trendy • Informed decision
• Rich Information
Key reasons to choose • Price • Recommendation making
• Consultation
• Convenience • Eye-catching content • Recommendation

Source: Team analysis

 GROUP DISCUSSION:

Chúng ta nên cấu trúc team E-commerce như thế nào?

Kế hoạch triển khai onboarding, tập trung vào căn bản và set-up
Shop-in-Shop

Contract review, target setting

Commercial Activation

• Assortment selection
• Content development
• Promotional Strategy

Marketing / Campaign

• Marketing plan
development
• Shop-in-Shop artwork
development
Operations
• Operation team preparation
• Seller Center training
• API integration

Shop activation

Milestones
MILESTONES Contract Signing Shop WIP Shop LIVE

Strictly Confidential 49
Exercise
Mỗi nhóm chọn 1 Brand
THANK YOU
FOR YOUR ATTENTION