Digital marketing plan for the cocoon original vietnam

Market Opportunity Although only a small number of Vietnamese vegan cosmetic brands have yet found success in the country's competitive cosmetics market, Cocoon has found success among s

List of members performing:

1 Lê Nguyễn Trâm Anh — 22105167

2 Abe — 22

3 Abv — 220

4 Abe - 220

06/2023

EXECUTIVE SUMMARY

Business Description

Since its founding in 2013, Cocoon has earned a reputation as a "made in Vietnam" cosmetics company that uses only the purest local natural products, opposes animal experimentation, and promotes humanitarian causes The Company's Mission Cocoon's goal is to develop universally accessible beauty products by fusing the positive effects of food with cutting-edge scientific knowledge

Market Opportunity

Although only a small number of Vietnamese vegan cosmetic brands have yet found success in the country's competitive cosmetics market, Cocoon has found success among students, office workers, and businessmen because this group recognizes the importance of protecting Vietnam's natural resources and is open to trying products that are derived from these materials As a result, Cocoon has satisfied the needs of Vietnamese consumers and may someday establish itself

as a cosmetics brand

Key Company Features

Additionally, Cocoon offers its staff a vibrant and innovative work atmosphere Every aspect of

what Cocoon produces, from design to consumer communication, is based on the idea that

everyone can be creative in this new generation Cocoon, meanwhile, is still a young company and has not yet attracted many investors Additionally, they are under pressure from bigger,

more established, and internationally renowned cosmetic brands

Goals of the Business

The strategic goal of Cocoon is to build a cosmetics brand that is proud to be created entirely in Vietnam in the coming years

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" REFERENCES

Overview Of The Cocoon Original Vietnam Business

1.1 History

Cocoon is a famous vegan cosmetic brand in Vietnam, born in 2013, under Nature Story

Cosmetics Co., Ltd., and is a completely "Made in Vietnam" product According to Cocoon

Vietnam, Cocoon means “cocoon”, the cocoon is like a “house” to cherish and nurture the small

worm so that one day it will turn into a beautiful and splendid butterfly

- Product structure

- Facial care product line:

+ Makeup remover: Squash makeup remover, rose makeup remover, makeup remover oil rose

+ Cleanser: Cleansing squash gel, rose cleansing gel, coffee cleansing gel Dak Lak, Hung Yen turmeric cleanser

+ Exfoliation: Dak Lak coffee cleanses the dead face

+ Mask: Squash mask, rose mask, Hung Yen turmeric mask

+ Balanced water: Skin-balancing squash water, rose water, Hung Yen turmeric water

+ Essence: Hung Yen turmeric essence x2.2 — 22% vitamin C, squash essence knife, squash

acne dot solution, rose essence, Hung Yen turmeric essence

+ Cream: Hung Yen turmeric jelly, squash jelly, moisturizing rose jelly

+ Sunscreen: Squash sunscreen

+ Mineral spray: Hung Yen turmeric spray

- Lip care product line:

+ Lip exfoliation: Dak Lak coffee cleanses dead lips

+ Moisturize lips: Ben Tre coconut oil balm

- Hair care product line:

+ Shampoo: Grapefruit shampoo is sulfate-free

+ Conditioner: Grapefruit conditioner

+ Hair essence: Sa-chi serum restores hair

+ Nourishing spray: Grapefruit essential oil hair conditioner, sa-chi hair conditioner

- Body care product line:

+ Body exfoliation: Dak Lak coffee cleanses dead skin from the body, Dak Lak coffee cleanses dead skin, An Giang palm sugar cleanses dead skin from the body

+ Shower gel: Squash shower gel, eucalyptus & mint shower gel, hand soap Eucalyptus & Bunny-shaped mint

+ Body spray: Squash back acne spray, mint eucalyptus hand sanitizer

+ Body balm: Dak Lak coffee body lotion, silver eucalyptus body lotion river

1.2 E-commerce platforms

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Figure 1.3 Tiki

Reported revenue of The cocoon on the e-commerce floor reached VND 3.1 billion for

12 months and compared to the latest quarter grew by more than 4.4% Evaluating The cocoon market, business shops can sell at popular prices from 100,000 4 to 200,000 4 The

cocoon brand is distributed and best-selling as Cocoon, Herbario, The cocoon original Vietnam, Senka, etc

Top 5 products The cocoon sold best in the last 12 months:

1 Exfoliating Body Dak Lak Coffee Extract Palm An Sugar Giang The Cocoon Dak Lak Coffee Polish - 100.000VND

2 The cocoon squash mask 30m] oily skin and hidden acne - 133 400VND

3 Hair conditioner reduces breakage and softens hair Grapefruit essential oil and Sachi The Cocoon Pomelo Hair Tonic 140ml - 130.000 VND

4, Ben Tre The Cocoon Coconut Oil Lip Balm 5g - 28.800VND

5 The Cocoon Body Exfoliator - 130.000VND

from 1/2/2022 to 31/1/2023 General Statistics

h Sales * Number of items sold

Figure 2.2 Cocoon Market Report 2022

Figure 2.3 Retail sales of Cocoon at Vietnamese e-commerce platforms

According to the report, sales of The Cocoon in 12 months reached VND 3.1 billion, especially sales of The Cocoon products in December 2022 reached the highest level with VND 281.3 million and 0.0 thousand in output Update market situation The cocoon has more than 171 houses selling on the e-commerce floor with more than 406 items Accordingly, Shopee accounts for 87.8% of total sales and 89.7% of output, Lazada accounts

for 10.5% of total sales and 8.5% of output, Tiki accounts for 1.7% of total sales and 1.8% of output

The cocoon market size in January 2023 reached 244.9 million sales and grew 13% lower

than December 2022 In the last 6 months, The Cocoon's revenue decreased by -1.5%

compared to the previous 6 months

@ Than: @ Lezdasls @ Shopeesrles @ Products sold all of 3 floors

Figure 2.4 The chart shows the price segment of Cocoon's common customers

Figure 2.5 Chart of cosmetic brand statistics by Sales and Output

The Shop Stats

Top Shop Statisics Proporion of sales

In 12 months by sales Shopping Mall & Casual Shops

Figure 2.6 Statistical chart of top shops by proportion of revenue on e-commerce floors and

proportion of Cocoon's shop mall to other shops

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100.000 đ - 260.000 đ 116.000 đ 130.000 đ- 228.000 đ

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&ä Doanh số 30 ngày: 29.168.000 đ

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ẩ Doanh số 30 ngày: 8.206.000 ở 212% so với cừn kì

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Figure 2.7 List of Cocoon's best-selling products

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TINH ĐẦU BƯỞI ĐẦU 0ội BƯỞI moc Téc cocoon POMELO COCOON

- Traffic & Engagement

Traffic & Engagement

Total visits Device distribution

Dec 2022 - Feb 2023 © Worktwide ec 20 ‘eb 2023 © Worikdwids

Dec 2 2 - Feb 2023

Monthly visits

Monthly unique visitors

Visits / Unique visitors

Figure 2.10 Average traffic per month of Cocoon

- About Marketing Channels:

Email Referrals Social rganic search Paid search Display ads

Figure 2.11 Traffic to Cocoon's marketing channels

- Search traffic: According to Similarweb.com engine, Organic Search accounts for

84,45%; while Paid Search accounts for 15.55% In addition, searches with brand names

accounted for 53.31% and without brand names were 46.69% Accordingly, image searches are less than 2% Thus, Cocoon's website has a relatively stable amount of organic search, consumers tend to know the brand when searching because the percentage of branded search

is high compared to the rest of the websites (most of which sell synthetic cosmetics)

Dạc 2022 - Feb 2023 Worldwide Dec 2022 - Feb 2023 Worldwide Dec 2022 - Feb 2023 Worldwide

Figure 2.13 Chart showing the ratio of searches between regular and graphic searches

€ Back toreport list

Dec 2022 - Fed 2023 © Worldwide Dec 2022 - Fab 2023 ©) Worldwide Dec 2022 - Feb 2023 © Worldwide

Domain Traffic Share Domain Organic vs Paid Domain Branded search traffic

® cocoorvietnam.com 401K mm @ cocoonvietnam.com 84.4% Mmmm 15.6% @ cocoonvietnam.com 53.3% mmm 46.7%

= cocoshop.vn 192L mm = cocoshopvn 1 —— 0% = cocoshop.vn 6.9% tim 93.1%

@ beautygarden.vn 21*°i mm @ beautygardenvn 90.3% mmm 9.7% @ beautyoarden.vn 24.0% New 76.0%

Ý myphamthuanchaycor 48K # ¥ myphamthuanchaycor 78.2% —«_ 21.8% # myphamthuanchaycon 0% mmm 100%

Figure 2.15 Cocoon keyword and brand search data

2.3 Analysis Of Macro Environment

Figure 2.16 Revenue of Vietnam fine arts market over the years (Statista)

2.3.1 Analyze the digital marketing activities of the main competitors

The Body Shop and Innisfree are both direct competitors to Cocoon Vietnam In addition, these two competitors have very effective marketing activities, reflected in the following indicators:

Domain Từ khóa tự nhiên Lưu lượng truy cập tự Từ khóa trả phí Lưu lượng truy cập trả Tên mền giới thiệu Authority Score

Strengths - Build a clear brand image in the domestic market

- The first and only vegan cosmetic brand certified by PETA

- Make a good impression in delivering the message

- Origin, clear and transparent quality inspection, building customer reputation

- Website, Fanpage with eye interface, logical layout

- "Pure Vietnamese" raw materials are available domestically, reducing supply difficulties

- Invest in activities that bring meaning and benefits to society

- Focus on developing forms of online marketing (Social media, Adword, SEO)

- Marketing indicators and revenue from commercial floors have many growth directions

Weaknesses - Fewer attractive promotions

- There is no point policy for customers

- The communication channel on Youtube has not been promoted

The engagement and reach of organic articles on social media platforms are relatively low

- Media content mainly focuses on products and community values, with no trending elements

- There is not enough capital to invest in advertising

- The brand is limited in terms of developing other content when it

successfully builds green living trending content

Opportunities

Cocoon

- Policies on cosmetic production regulations, strict safety control system

- The domestic cosmetic market share is gradually rising compared to imported products

- Vietnamese consumers have now formed the habit of using e-commerce

- The domestic vegan market is not yet highly competitive

- The strong growth of social media platforms

Threats - Many other promotions and discounts are constantly taking place and are

widely communicated throughout digiatal platforms

- The level of competitive teams is increasing due to the development of many domestic and international brands

- Consumers in the digital age demand is more demanding, expecting more than just product value

- The trust of Vietnamese people in foreign cosmetic brands is still large

- Social media platforms have more complex algorithms, requiring high- quality content

- Vegan cosmetics are quite new to many Vietnamese customers

Table 2.18 SWOT summary of Cocoon

2.4 Improve Distribution Channels

2.4.1 About costs

Exploiting information about customers and their feedback on products through channel members to serve product development activities, reducing costs for market research activities Channel leaders regularly evaluate distribution channel members to control the sale of price squeezing, forcing customers to cause conflicts between channel members

2.4.2 About the service

Expand the number of retail agents, mainly to provinces, and remote areas so that products

reach consumers faster, and the brand is covered more widely

Improve the efficiency of customer service operations and place orders by hiring more experienced staff in comparable positions

Demographic segmentation: includes the following three groups:

Behaviour | > Ping to - Use skincare products | - Use products with

understand my skin | _ Understand your skin complex ingredients to

- Spending skincare products pro 700,000/month to buy | ~ Spending from i

- Spend cosmetics 800,000 to

- Prioritize using

products that are

with suitable prices | skịn problem

or promotions

Mentality | ~ Realize the - Skincare is an - Prioritize