UNIVERSITY OF ECONOMICS & FINANCE HO

CHI MINH CITY

SALE MANAGEMENT
FINAL REPORT:
GUARDIAN COMPANY

Lecture: Mr. Nguyen Tien Huy

Class: 231.MGT1107E.A02E
Student: Lê Châu Vy - 215220654
THÀNH PHỐ HỒ CHÍ MINH – 2023
 Table of Content
I.Product and Introduction (Unit 1)
1.1.Overview
1.2.Product
1.3.Service
1.4.Innovation and Vision
II.Sale Organization (Unit 2)
2.1.Sale generation
2.2.Profit generation
2.3.Stock control
2.4.Systems and People
2.5.Dimension
2.6.Decision-Making authority
2.7.Major Problems/ Challenges
III.Selling Process (Unit 3)
3.1.Overview
3.2.Multi-channel media campaign creates widespread impact
3.2.1.Influencer marketing
3.2.2.Communication at poin of sale
3.2.3.Multi-channel advertising and outreach campaigns
IV.Sale Target (Unit 4)
V.sale Budget (Unit 5)
5.1.Leased Primeses
5.2.Shipping Policy
V.Sale Staff Recruitment (Unit 6)
VII.Sale Staff Training (Unit 7)
VIII.Motivation (Unit 8)
IX.Evaluation ( Unit 9)
I.COMPANY INTRODUCTION
1.1. Overview

Belonging to Dairy Farm Group - Asia's leading retailer of health and beauty store chains,
convenience stores, supermarkets and hypermarkets, Guardian was present in Vietnam in 2011.
Guardian's beginnings can be traced back to 1967, when it was set up to cater for the
community’s need for pharmaceutical and quality personal care products. Since then, the concept
of providing specialised health and beauty products in a professional environment have gained
popularity and Guardian started to expand. Guardian is now part of the DFI Retail Group, which
has operations throughout Malaysia, Brunei, Singapore, Indonesia, Vietnam and Cambodia. The
stores in Malaysia are owned by Guardian Health And Beauty Sdn Bhd.

From the very beginning until now, Guardian has continuously improved day by day to inspire
millions of customers to live a healthy and beautiful life, giving customers a shopping
experience: reliable, high quality, affordable. good and great service. Currently, the Guardian
chain has more than 500 reputable brands in health care and beauty, proud to be a shopping place
"for everyone", where you can "buy everything" and easily choose your favorite products. Enjoy
the system of 99 stores "covering everywhere" in big cities such as Ho Chi Minh, Hanoi, Bien
Hoa, Vung Tau, Da Nang, and online shopping channels: Shopee, Grabmart, Eshop with
nationwide delivery.

The modern store model at Guardian - Tornado with investment in spacious, spacious space,
beautifully decorated and modern equipment gives customers a comfortable, dynamic and
youthful shopping experience.
1.2.PRODUCT

Guardian distributes about 10,000 product units from more than 500 global brands and private
brands such as Guardian, Botaneco Garden, Kusabana, Happy Mask... Products are divided into
three main categories: beauty; Personal care and health care. On average, stores with an area of
120–150m2 have 7,000–8,000 items from about 300 suppliers. Currently, the entire chain of 105
retail stores operates in parallel with online stores on Shopee, Lazada, website and app, and fast
delivery channel through GrabMart.
1.3.SERVICE

To ensure the best possible customer service, trained pharmacists are on hand to give
professional advice and consultation to customers. Guardian pharmacists undertake regular
refresher courses to learn about new drugs in the market and to keep abreast with the latest
medical changes in the environment.

1.4.INNOVATION AND VISION

As a testament to our success, Guardian has received many industry accolades. Among them are:

 In 2000, we were listed as the largest pharmacy chain in the Malaysian Book of Records.
 In 2003, we received the National Award for Creativity and Innovation from the
Malaysia Design Technology Centre. The judges singled out Guardian for our
outstanding creativity and innovation in brand development, which in turn contribute to
the overall image of Malaysia as a country that produces quality products and provides
distinctive service.
 In the Putra Brand Awards over the past 3 years, Guardian was awarded 2 Bronze medals
and 1 Silver medal in the Retail Category.
 The Malaysia Retailers Association (MRA) acknowledges our efforts through the
“Service and Courtesy Excellence Awards for Retailers” where our participating stores
have won Best Pharmacy Store and Best Specialty Store over the years.
 The BrandLaureate Award accorded us with Brand Excellence in Retail, Health, Beauty
and Personal Care for 2016/2017.

Guardian's beginnings can be traced back to 1967, when it was set up to cater for the
community’s need for pharmaceutical and quality personal care products. Since then, the
concept of providing specialised health and beauty products in a professional
environment have gained popularity and Guardian started to expand. Guardian is now
part of the DFI Retail Group, which has operations throughout Malaysia, Brunei,
Singapore, Indonesia, Vietnam and Cambodia. The stores in Malaysia are owned by
 Guardian Health And Beauty Sdn. Bhd. Company Reg No. 201401024993 (1101083-T)
All rights reserved.

II.SALE ORGANIZATION
To be responsible for the delivery of the merchandise strategy for specific Merchandise
Departments, ensuring that sales, profit and income generation targets are met.

2.1.Sales Generation
 Generate sales by ensuring that the Guardian’s target customers are provided with the
products and services that they want.
 Seek innovative products sourced throughout the world to provide newness and interest
in the Guardian’s offer.
 Develop in liaison with the marketing department attractive and interesting promotional
events which follow pre agreed selling plan.
 Work closely with retail and sales management to ensure that store layouts, promotions
and display techniques are effective in maximizing sales and profit from the specific
merchandise categories.
 Keep abreast of retail environment by paying regular visits to stores and competitors and
take appropriate action to ensure competitive advantage is maintained.
 Develop cataloguing matrix to ensure that varying customer needs are satisfied in
different localities.
2.2. Profit Generation
 Establish and maintain effective margin and price controls which maximize business
profits whilst delivering a good value offer to the customer.
 Negotiate and work with vendors to build mutually beneficial relationships to ensure long
term strategic partnership, leading to lower costs and higher margin.
 Maximize profit by utilizing category management techniques to manage assortments,
pricing and promotion.
2.3. Stock Control
 Manage stock levels and mark-downs to ensure that product availability is high yet
ensure that cash flow is maximized by controlling stock levels in both warehouse and
stores within set targets.
 Establish and maintain effective SKU control.
2.4. Systems and People
 Actively exploit benefits of new merchandise management system ensuring sales, profit
and costs are effectively managed.
 Develop and train subordinates ensuring that they are customer and product focused.
 Manage performance through the setting and reviewing of individuals’ performance.
 Build an effective and open working relationship both within the Merchandise
Department and with other Departments.
 Assert a high level of administrative control to ensure the smooth running of the specific
Merchandise Departments.
2.5. Dimensions
 Important quantitative items which best describe the scope of your job (eg sales volume,
budgetary responsibility, number of subordinates).
 Budgeted sales, profit, income and stock levels.
2.6.Decision-Making Authority
 Buying for responsible categories.
 Vendor negotiations on margin, promotions and listings.
 Retail pricing
 In-store display for relevant categories.
2.7. Major Problems/Challenges
 The successful implementation and use of new merchandise system.
 Understanding Category Management approach to Buying.
REQUIREMENTS:
 University Graduate from Economics, Business Administration…
 +4 years FMCG/ Retail experience (knowledge of Beauty and Healthcare is a plus),
prefer candidates have experience with online channel and omni channel
 Energetic and action orientated
 Good at: Negotiation skills, Influencing skills, Analytical
 Customer centered and Open to change
 Well planned and Forecasting.

III.SELLING PROCESS
3.1.OVERVIEW
Positioned as the leadink health and beauty store chain in Vietnam, Guardian is constantly
perfecting its store model by upgrading and launching a new store model called Tornado to bring
a new store experience. Comfortable, modern and youthful shopping experience for millions of
Vietnamese customers. From there, the mission set for the main message and image of the
campaign is to portray the impressive Tornado "Health and Beauty Store" model and integrate
the mission "Cover everywhere - Buy everything - For everyone" . Using the popular 3D Art
design trend in 2019 and the main color orange, Guardian has successfully recreated a beautiful
shopping space with clear divisions and highlighted the brand spirit: dynamic, youthful, healthy.
3.2.Multi-channel media campaign creates widespread impact
3.2.1. Influencer marketing
In addition to impressive creative media products, Guardian has promoted its communication
strategy using influencers to spread the event, with a series of influential influencers such as
singer Phuong Ly, beauty blogger Ha Truc, and Khanh Linh. The Face (Miss Trendy), Trang
Lou,... and many hot teens in Hanoi and Ho Chi Minh City. Young people shared their shopping
moments at Guardian, and called on fans to come to the store chain to immediately receive
attractive offers.
This strategy has helped Guardian achieve more than 3 million interactions nationwide. Just in
the second half of October, social media was almost "covered" in orange by images of shopping
at healthy and beautiful chain stores. This is considered a highly effective communication
strategy when it attracts a large number of customers to interact on social networks and go to
stores to shop and receive incentives.
3.2.2.Communication at point of sale
As with most retail brands, leveraging point-of-sale marketing strategies is indispensable to
spread campaign messages and drive sales through:

 Customer connection activities

With items displayed at the point of sale along with a lovely photo booth, it attracts interaction
from beauty bloggers and customers.
With the event of gratitude for the 8th birthday and the exciting opening of the 100th store at
Aeon Mall Tan Phu Celadon on October 19. This is an event for Guardian to express gratitude to
500 prestigious partners and customers who have always loved Guardian. The presence of male
singer Jun Pham and beauty blogger Ha Truc stirred up the atmosphere to become extremely
joyful and vibrant. Especially during the event, there was a giant gift box opening activity to give
away 1,000 gifts to customers attending the event. The activity created a bustling shopping wave
on the event day.

 Customer appreciation activities with promotional programs:

Guardian launches unique huge promotions during the year, including promotions up to 50%;
The program to buy a second product at the same price of only 100 VND on October 17-19 is
available for the first time at a chain of health and beauty care stores in Vietnam. And on the
occasion of Vietnamese Women's Day, Guardian also prepared more than 10,000 gifts when
customers purchase invoices over 100,000 VND at the Guardian system nationwide.
3.2.3.Multi-channel advertising and outreach campaigns
The interactive campaign is deployed on many social networking platforms such as Facebook,
Google, Local Network, SMS... to ensure maximum access to potential customers.
The results have received nearly 9 million digital approaches, nearly 200,000 interactions and
positive discussions from users on social networks, more than 20 newspapers have reported on
the campaign and attracted more than 40 thousand views. near. In particular, within just 1 week
before the big event at Aeon Mall Tan Phu Celadon on October 19, the media reported and
received nearly 12,000 positive interactions, attracting more than 5,000 participants. participants
and more than 1,000 customers made purchases at the Guardian Celadon store during the event.

IV. SALES TARGET

Guardian is a brand belonging to DFI Retail Group (formerly Dairy Farm) - one of Asia's
leading retailers and a member of the giant multi-industry group Jardine Matheson with many
large and familiar projects in Vietnam. . Worldwide, DFI and its affiliated joint ventures operate
more than 10,200 stores with about 230,000 employees, with total revenue exceeding 27 billion
USD by the end of 2021.
Particularly, the retail chain of beauty and care products Health is present in 11 markets with
more than 2 thousand stores. The Guardian brand has nearly half a century of history starting in
Malaysia and expanding to Southeast Asia, while the Mannings brand leads in markets such as
Hong Kong, Macau, and mainland China.

Guardian is considered DFI's success in the Vietnamese market compared to many other retail
brands also belonging to this group. In 2007, DFI's Wellcome supermarket chain entered
Vietnam but withdrew from the market in 2012. Giant, a hypermarket brand, also entered
Vietnam at the same time as Guardian in 2011, but in 2018 it was transferred to the French group
Auchan. Retail and withdraw from the market.

On average, private brands account for 10–15% of Guardian stores, with a reasonable product
structure so that customers have many choices but still balanced with partners' product systems.
According to Ms. Thuc, the scale in Vietnam is now large enough for them to work with stable
brands and suppliers in the long term, product categories are more diverse and can go into highly
specific industries. than. Based on the scale of the global chain, diverse and focused private
brand programs, they benefit from importing products with consistent quality, goods in any high-
end or popular segment. Meet international standards before going to the store. In other markets,
the Guardian chain has been in operation for decades, but the health care segment dominates
when the pharmacy is located inside the store, with doctors and pharmacists consulting. In
Vietnam, the beauty industry accounts for 60% of sales. In the health care industry, due to the
unique model of not placing a pharmacy in the store, Guardian emphasizes the health product
group. Ms. Thuc explained: "In Vietnam, the activities of drug stores are quite specific and have
a relatively wide coverage, there is no reason for us to leave pharmacies to compete."

Market movements, especially rapidly changing customer behavior during the pandemic, have
helped Guardian move quickly to a multi-channel business environment. "With a growth rate of
more than 30% per year, it takes 2–3 years for us to double sales, but the online channel has only
been promoted since 2019, the growth must be calculated by times, on average 2– 3 times
compared to last year," Ms. Thuc said. Guardian Vietnam is considered a 'star of the region'
because they went through the pandemic 'safer and healthier than before'. Sharing with Forbes
Vietnam via email, Mr. Soren Lauridsen, managing director of DFI health and beauty care in
Southeast Asia, said he was "optimistic about the growth prospects in the Vietnamese market and
Guardian Vietnam". Nam is the driving force for development for the whole group." As the
largest retail chain of health and beauty products in the market, Guardian is not the first name to
appear. Medicare is the earliest brand established, since 2001, and is the only chain in Vietnam
in this field for 10 years before Guardian appeared.

V.SALE BUDGET
5.1.LEASED PRIMESES
In order to develop the system, GUARDIAN needs to rent many front houses with the following
requirements:
Acreage:
 Width: >8m, length: 20m.
 Structure: just ground floor, wide sidewalk
Location:
  Busy shopping streets with many fashion goods and other retail units not in the same
industry.
 Prioritize locations near the market, 2MT corner located on inter-district roads, with
many residential lines passing by.
Rent cost:
 Allowed fixed fee: 3000 - 5000 USD.
5.2.SHIPPING POLICY
DELIVERY
Orders on Guardian EShop will be delivered nationwide to the address specified by the Customer
within the territory of Vietnam. Guardian will notify the Customer in the event that delivery
cannot be made for any reason.
Delivery service:
Method DETAIL Estimated delivery fee
Express delivery - Only Orders will be delivered 45,000 VND/address
applicable within the city. Ho within for (4) hours of our * Free shipping with orders
Chi Minh and Hanoi confirmation of the Order. from 349,000 VND
Standard delivery - Applies Once we confirm the Order,  Within the city limits.
nationwide the Order will be delivered Ho Chi Minh and
within: City. Hanoi: 20,000
 One (1) to two (2) VND/address
days for delivery
addresses within the
city. Ho Chi Minh and
City. Hanoi  Outside the city
 Three (3) to seven (7) limits. Ho Chi Minh
days for delivery and City. Hanoi:
addresses outside the 30,000/address
city. Ho Chi Minh and
City. Hanoi  * Free shipping with
orders from 89,000
VND

5.3.COST OF SALARY
Depending on different working positions, employees will receive different salaries
If sales are achieved, employees will be paid more.

VI.SALE STAFF RECRUITMENT

GUARDIAN recruits for many different positions,such as:
 Senior Category Manager
 Invoice Matching & Payable Accountant
 Category Manager ( Healthcare)
 Full time in store
 Part-time in store
But the two groups of employees recruited most often are full-time and part-time sales staff:
 GUARDIAN RECRUITS PART-TIME SALES STAFF TP. HCM
🧡 Leading health and beauty store chain Guardian is looking for part-time teammates and is
committed to bringing you the following benefits:
- Competitive salary, professional working environment, friendly.
- Monthly food and parking allowance. - Training program on cosmetics, health care,
communication skills, and sales consulting.
- Teambuilding activities, events and other collective activities when becoming an official
employee.

🧡 Small requirements, just need you to have:

- Good-looking appearance, beautiful skin.
- Good communication and persuasion skills and sales experience are an advantage.
- Agile, careful, flexible in work. - Can work 6 days/week.

🧡 Coming home to Guardian, you will be the one to:

- Welcome customers, provide sales consulting and customer care.
- Display products, ensure quality and shelf life of goods.
- Ensure sales areas, shelves, and cashier counters are clean and tidy.
- Complete payments for customers accurately and quickly.
- Receive and pack online orders.

VII. SALES STAFF TRAINING

The sales team is the person who has direct contact with customers, so these are the people who
play a role in building the professional image of the business in the hearts of customers and
strongly influence the decision to choose to use it. a business product or service. Therefore, the
team needs to have knowledge and skills in the work of arousing customer needs, understanding
customers' minds, persuading - discussing, handling situations, etc…

Guardian, retail chain of health care and beauty products with high standards for service and
quality, typically trains its sales staff meticulously to ensure they meet the company's standards.
Here's an overview of how Guardian typically trains its sales staff:

 Introduce of Guardian : New employees joining the company will have to attend a
meeting to be introduced to the history and development of the Guardian system in
Vietnam.
 Salary, bonus and benefits : Presents the basic salary that employees will receive per
hour or per month. Additional benefits that employees will receive if sales are achieved
as well as annual insurance fees (if any)
 Job description Brief : Introduction of work to be done depending on different working
positions.
 Job analysis : Give prerequisite tasks that need to be done during the day.
 Sales knowledge: providing sales knowledge to bring the best quality service to
customers.
 Industry knowledge: train employees on specific product knowledge to be able to
identify and choose the most optimal products for customers.
 Complaints: predict cases where customer complaints arise, Guardian trains employees
on how to best handle them.

VIII.MOTIVATION
5.1 Target
Guardian will have revenue milestones for each store each month. When sales staff
achieve revenue, they will be rewarded with a certain amount of money.

In addition, Guardian company also has activities to sell certain items each month. If any
store achieves it, it will be given a valuable gift or reward.
5.2. Annual insurance fee
The annual labor insurance fee will be for employees who have signed a labor contract of
more than one year with Guardian. The company will pay the entire insurance fee for
each employee, about 500,000 VND/month.
5.3.Promote
Guardian has a clear job promotion policy for employees. For example, part-time
employees who work for more than 6 months will be given a promotion exam. If they
pass the exam, their salary and bonus will increase accordingly.
5.4.Team building
Employees who have worked for more than one year will be able to participate in a
vacation trip organized by Guardian every year.

IX.EVALUATION
Guardian's sales employee evaluation criteria are designed to evaluate a sales employee's
performance against established goals and expectations. Specific evaluation items
include:
• Sales results: Achieved monthly revenue milestones.
• Product knowledge: Guardian trains employees by providing industry knowledge on
learning applications and doing exercises to consolidate learned knowledge.
• Sales skills: Participate in sales training sessions or how to link sales to generate more
revenue
Guardian's sales staff evaluation system is carried out annually. Salespeople are evaluated
by their direct managers. Based on the evaluation results, salespeople can be promoted,
have raises, etc.