In the process of learning marketing management, our team has seen the development potential of the vegan cosmetics market in general and of Cocoon in particular – an enterprise that is
EXCUTIVE SUMMARY
Marketing Plan Objectives
- Affirming the value of The Cocoon Original brand in the eyes of consumers more strongly
-Increase penetration into new markets in small provinces by 10% from 2022-2026 -Increase brand recognition by 80% and make Cocoon products "Top of mind" in the hearts of consumers
Cocoon is dedicated to celebrating the natural beauty of Vietnamese women by offering 100% vegan skincare products made from natural ingredients, free from animal derivatives and cruelty-free Emphasizing the importance of nature in skincare, Cocoon invites you to protect your skin's "cocoon" while discovering the beauty within its products By utilizing extracts from Vietnamese agricultural products, Cocoon aims to provide health and wellness gifts that enhance both body and spirit.
-Volume Sales increased by 20%, the number of sales from websites, distribution channels, and e-commerce channels is 2000 bottles, Sales value increased by 25% after two years from 2024-2026
-Becoming the best-selling Vietnamese vegan cosmetics brand on commercial platforms
-Acquires 15% market share in Vietnam's vegan product market Growth rate increases by 10% from 2024-2025
To maximize sales, Cocoon should adopt a pricing strategy that aligns with the preferences of its target customer groups, encouraging them to purchase more products This approach not only boosts sales but also enhances Cocoon's market share in the broader cosmetics industry and specifically within the vegan cosmetics sector.
To maximize profits, setting a reasonable pricing strategy is essential, as it minimizes market losses and enhances the profitability of Cocoon products This approach ultimately leads to improved return on investment (ROI) efficiency.
Distribution strategy -Improve online distribution channels to easily connect with many target customer groups in the next 3 years
-Expand more sales points across the country to increase brand recognition in the current cosmetics market
-Set up a group for loyal customers "the
Enhancing customer engagement is essential for fostering loyalty and encouraging repeat shopping By offering a unique and exclusive shopping experience, brands can create a sense of appreciation and care among their customers This approach not only cultivates a strong community of loyal customers but also reinforces their connection with the Cocoon brand.
To boost sales effectively, focus on enhancing the order conversion rate and increasing the average cart value Attract customers with engaging programs that encourage them to shop more, allowing them to accumulate points that can be exchanged for gifts and incentives By implementing these strategies, you can significantly improve customer engagement and drive higher sales.
-Improve brand awareness: Promote the Cocoon brand to more potential customers Increase brand coverage and recognition in the market Build a professional, reputable and trustworthy brand image
Product strategy - Become the leading vegan cosmetics brand in
- Provide high quality products with competitive prices
- Continuous innovation and creativity: Keep up with the latest trends in the cosmetics industry to bring customers the best products
- Building a reputable and trustworthy brand
Advertising strategy - Increase brand awareness
- Boost sales revenue: Attract new customers and retain old customers
Establishing strong, long-lasting relationships with customers is essential for fostering trust and loyalty towards the Cocoon brand By encouraging customers to share their positive experiences and recommend Cocoon to friends and family, we can enhance brand visibility and create a community of satisfied advocates.
1.1.5 Objectives of campaigns and communication channels:
-Big Idea: Cocoon-Raise faith-Shine love
❖ “Valentine Beauty Embrace” advertising campaign:
+Increase Cocoon brand and product recognition
+Associate the brand with the message of honoring beauty and sharing happy moments in love
+ Stimulate interaction and attract potential customers
-Time: from January 15 to February 24
+Organize a contest on social networks where customers can receive products from Cocoon by sharing their love stories
• Step 1: Participants like Cocoon fanpage and contest post
• Step 2: Share the post in public mode
• Step 3: Write a post sharing your love story, tag Cocoon and hashtag
#CocoonLove#ValentinesBeaty and tag your lover's name
• 1 point: Each like for a post sharing a love story
• 2 points: Each comment for a post sharing a love story
• 3 points: For each share of a post about a love story in public mode, tag Cocoon and add the hasgtag #CocoonLove#ValentinesBeaty
• Each participant can only submit one article sharing their love story
• Articles sharing love stories must have content that is consistent with customs and traditions and does not violate the law
• The organizers have the right to remove entries that violate the contest rules + How to determine the winner:
• Total score of the article (based on people's likes, comments and shares for that article on social networks)
• 3 First prizes: Each winning account will receive 3,000,000 and a 15% discount voucher for the next product purchase
• 5 Second prizes: Each winning account receives 2,000,000 and a 10% discount voucher for the next product purchase
• 10 Third prize: Each winning account receives 1,000,000 and a 5% discount voucher for the next product purchase
• The organizers will contact the winner directly
• The winner can come pick it up directly at the store (proof of winning account)
+ Create highly interactive posts like Facebook, Instagram, combining hastags
#ValentineBeauty and #CocoonLove to increase engagement
+ Collaborate with brands like L'Oreal or Maybelline to create product sets including skin care and makeup products for Valentine's Day
+Cooperate with Innisfree to create a set of skin care products extracted from natural ingredients for the valentines season
❖ Promotion program: “Valentine beauty gift”
-Time : from February 12 to February 14
-Goal: Increase revenue and create engagement with customers through attractive incentives, while attracting new customers
+ Special gift: Receive a special Valentine's gift for every order over 1,000,000 Applies to all Cocoon products
❖ Cocoon Rose Hydrating Toner 50ml
❖ Subjects for special gifts: all customers shopping at Cocoon's website and direct stores
❖ The number of special gifts is limited, priority is given to customers who purchase the fastest
+ Product discount: 20% discount on featured holiday products
+ Create product combos at preferential prices, along with beautiful small gifts
❖ Cocoon rose facial cleansing gel 140ml
❖ Cocoon skin balancing squash juice 310ml
❖ Cocoon moisturizing rose jelly 100ml
❖ Gifts included with combo 1 are a Valentine's card with wishes and a cosmetic bag
❖ Cocoon rose makeup remover 310ml
❖ Cocoon squash facial cleansing gel 310ml
❖ Cocoon grapefruit essential oil hair conditioner 140ml
❖ Gifts included with combo 2 are valentines cards with wishes, thermos cups, and teddy bears
❖ Combo 3: Skin care set "Radiant love"
For a radiant look, pair Cocoon moisturizer with L'Oréal Paris Revitalift Filler serum and Maybelline Super Stay Matte Ink lipstick This combination not only ensures your skin remains soft and smooth but also gives your lips a plump, attractive finish.
❖ Cocoon x L'Oréal Paris Sugar Scrub & Lip Mask: Combines the moisturizing and softening ability of Cocoon with the gentle exfoliating formula from L'Oréal Paris, helping to create plump lips , soft
For a light and natural makeup look, combine Cocoon cream with Maybelline Fit Me Dewy + Smooth foundation and L'Oréal Paris True Match Blush This trio not only provides a fresh and radiant appearance but also ensures a flawless finish.
❖ Cleanser : Combines the gentle cleansing ability of Cocoon with the high coverage of L'Oréal Paris, helping to create a long-lasting, smooth makeup
+Create highly interactive posts on Facebook and Instagram to increase interaction Combine the hashtags #Cocoonvalentines #Qua tangsacdepvalentines
+Cooperate with KOLs and Influeners such as: Beaty Blogger Trinh Pham, Fashionista Chau Bui, SuBoi, Jun Vu to help increase brand recognition and create trust with customers
SLOGAN: "Let's celebrate Valentine's Day with Cocoon, gifts to give love"
-Goal: Create a romantic, exciting space for customers to experience Cocoon products and brand, while strengthening relationships with current customers and attracting new customers
1 Romantic movie screening: Organize movie screenings with famous romantic movies Provide comfortable seating and decorate the space with a Valentine's Day theme
❖ We will have a game for this movie screening called "Our Love Story" To help couples understand each other better by answering questions about their lover
❖ Each person will write down 5 questions with their answers These questions are about topics such as: hobbies, past, dreams, etc
❖ then answer whether the answer that the other person reads is right or wrong by raising their left hand (wrong) and right hand (right)
❖ Each correct answer will be awarded 1 point
❖ The results will be calculated based on the number of correct answers the couple has given
❖ Enhance engagement through sharing and listening
❖ Discover new things about your partner
❖ Create new and meaningful memories
+First prize: 10 50% discount vouchers when purchasing Cocoon products and valentines cards with wishes
+Second prize: 20 30% discount vouchers when purchasing Cocoon products and valentines cards with wishes
+Third prize: 20 20% discount vouchers when purchasing Cocoon products and valentines cards with wishes
+ Draw directly at the movie screening to receive souvenirs such as thermos cups, cosmetic bags, and Valentine's Day chocolates
The voucher will be valid from the start date of the movie screening at Pergola Garden, marking the beginning of the activity, and will remain active until the end of June, providing customers ample time to utilize it.
+ Create posts on Facebook, Instagram and Cocoon's website to announce the program and how to participate in winning prizes
+Create hashtag: #CocoonLove # Valentine's Beauty Wonderland
2 Organize minigameswith the theme "Searching for the treasure of love"
-Time : From February 7 to February 14
+ Increase Interaction: Customers will have the opportunity to interact with your products and brand more deeply
+ Create Memories: Couples will have memorable memories when participating in the game together
+ Brand Promotion: The game will highlight the Cocoon brand and attract customers' attention
+ Step 1: Set up the booth: Decorate the booth with romantic images and Valentine's symbols such as hearts, roses, and gifts
+ Step 2: Search Map: Create a small map with markers where “treasures” (discount vouchers, product samples, or souvenirs) are located
+ Step 3: Search mission: customers will receive a search mission along with clues to find the treasure
+ Step 4: Interact and solve puzzles: The couple will solve puzzles together and perform small challenges to receive gifts
+Step 5: Reward: when you find a treasure, you will receive a special gift from Cocoon
+ Cooperate with influencers and KOLs such as: Suboi, Jun Vu, Blogger An Phuong,
3 Workshops “Wrapping Valentines gifts - sending love with Cocoon”
-Location: At Cocoon stores nationwide
+ Staff will introduce materials and tools used to wrap gifts to suit each customer's needs
+When customers come to shop at Cocoon stores, staff will assist them in how to combine Cocoon products to create gifts
+ Staff will guide you on basic and advanced gift wrapping to help customers wrap their loved ones' valentine gifts themselves
+Staff will share creative and unique gift wrapping ideas to make it easier for customers to choose
Cocoon is offering vouchers between 2% and 5% based on the total amount spent by customers who engage in workshops To qualify for these vouchers, participants must share images of their gift packages featuring Cocoon products in public mode, using the designated hashtag.
+Create Facebook posts for workshops, attract the attention of couples, tag
+Share photos and videos about workshops on Instagram story and feed
+Create short videos about workshops "Valentines gift wrapping - sending love with Cocoon" on the Tiktok platform.
Inspection Plan and Contingency Plan
-Product quality: customers complain about snar product quality such as skin irritation, allergies or ineffective use
-During the production and transportation process, the product is found to be defective
-The product is defective when it arrives to the customer
-Counterfeit products affect the reputation of the brand
-Cancel all defective orders and create new orders to confirm product quality in the hearts of consumers
-There is a return policy when receiving notification that the product is defective due to customer feedback
-Increase inspection and use of brand-specific symbols to reduce product counterfeiting
-Revenue decline: due to fierce competition, market fluctuations or ineffective business and marketing strategies
-Inaccurate financial planning and cash flow planning leading to budget deficits and lack of investment capital for businesses
-Being defrauded by employees or partners to appropriate assets
-Should be calculated and planned accurately based on specific reports of previous product lines to avoid negative effects in the future
-Find causes and solutions to avoid budget deficits that affect businesses
-Looking for new sources of investment capital and restructuring for businesses
-Misinformation: spreading bad rumors about products and brands
-Negative reactions: customers complain about the brand's sales policy or advertising campaigns
- When KOLs and KOCs cooperate with brands, they encounter scandals that affect Cocoon's image
-Correct information publicly and transparently to help maintain customer trust in the brand
-Find out the cause and come up with specific solutions to avoid negative effects -Stop cooperating with KOLs and KOCs to reduce negative effects on the brand's image
-Use a guest strategy to attract customers
-Further distribution through intermediary stores is limited in display space and limited management in centralized sales
-Decorate the special display space to create a difference to attract customers Plan sales and promotions
-Describe in detail how to receive customer feedback to limit risks
-Management crisis: changes in management, internal conflicts, issues related to leadership capacity can affect the development of the brand
-Human resources crisis: issues related to the working environment affect work performance, affecting Cocoon's products and services
-Ethical crisis: issues related to ethics and law can seriously harm Cocoon's image and reputation
-Increase communication and dialogue between management and employees -Resolve internal conflicts quickly and effectively
-Organize activities related to teamwork to enhance the cohesion of each person.
OVERVIEW OF THE SITUATION
Overview of the market and market trends
Vietnam's cosmetics market is projected to reach a value of $2.36 billion by 2023, according to Statista The retail sector within this market is anticipated to experience a compound annual growth rate (CAGR) of 3.32% from now until 2027.
- The demand for natural, safe, and benign products is increasing
- The online cosmetics market is growing explosively, with a growth rate 2-3 times faster than the traditional cosmetics market
Figure 1.Estimated revenue for the Vietnamese cosmetics market from 2018-2027
Cocoon, a vegan cosmetic brand under Nature Story Cosmetics Co., Ltd., was established in 2013 and is renowned for its 100% natural ingredients sourced entirely in Vietnam According to Vietdata, Cocoon's revenue skyrocketed from nearly 13 billion VND in 2020 to 184 billion VND by 2022, demonstrating significant growth Correspondingly, the brand's profit after tax surged to 46.6 billion VND in 2022, reflecting a substantial increase compared to previous years.
Figure 2 Cocoon's revenue over the years
- According to Metric's report, Cocoon has 75.67% market share in revenue in this brand's own cosmetics market and Cocoon has 75.79% market share in revenue in the general cosmetics market
-On average, each month, the product "The Cocoon" achieves revenue of 256.9 million VND
-Revenue in February 2023 reached 290.9 million VND
-In the last 12 months, February 2023 achieved the highest sales with 290.9 million VND
Figure 3.Cocoon's product revenue on e-commerce
Cocoon primarily targets young women who prioritize beauty and seek effective solutions for skincare With a focus on natural and safe ingredients, Cocoon builds trust among its potential customers, encouraging them to enhance their beauty routines Additionally, the brand caters to the significant demand among young people in Vietnam, particularly addressing common acne concerns with gentle, non-irritating treatments.
❖ According to psychology and behavior:
Consumers are increasingly adaptable and eager to explore safe, healthy products, which is why Cocoon successfully captured attention with its compelling "Vegan products" message, appealing to their curiosity.
Cocoon stands out among competitors by committing to cruelty-free practices, ensuring that none of their products are tested on animals Their focus on health safety is evident, as all Cocoon products are formulated to be safe, gentle, and of clear origin, minimizing the risk of irritation This dedication to quality and ethical standards has made Cocoon a preferred choice for customers seeking reliable and conscientious skincare options.
Cocoon products feature familiar ingredients sourced from Vietnamese agriculture, including coffee, squash, turmeric, and roses, ensuring a connection to local resources.
Cocoon targets dense urban residential areas characterized by medium to high average incomes, where there is a strong demand for environmentally friendly and natural products.
-The political situation in Vietnam is stable, the beauty product business is growing
The Government has implemented positive policies and regulations to enhance the production and management of cosmetics, fostering a supportive environment for businesses in this sector However, some companies exploit policy loopholes to market cosmetics of questionable origin, counterfeit products, and substandard quality.
To address the challenges faced by the cosmetic industry, the State enforces laws, decrees, and regulations aimed at managing cosmetic companies These measures are designed to mitigate risks that could disrupt social order, harm consumers, and negatively impact the environment By utilizing these legal frameworks, the State effectively regulates and controls businesses, fostering a more stable cosmetics market Specifically, these cosmetic regulations encourage companies to operate with greater professionalism and accountability.
Cocoon prioritizes customer satisfaction by guaranteeing the authenticity and quality of its products, effectively protecting consumers from counterfeit items in the market Additionally, the company adheres to established regulations and sales policies to maintain brand integrity.
- The State encourages consumers to use Vietnamese products through the saying
"Vietnamese people use Vietnamese products" This is also a great motivation to help consumers turn to domestic products like Cocoon
Figure 4.Vietnam's GDP growth rate
Figure 5.Average income per capita in Vietnam
-In recent years, Vietnam's GDP growth rate has always been high Especially in
In 2022, Vietnam experienced a remarkable growth rate exceeding 8%, indicating a phase of continuous development with promising prospects for the future This economic advancement has created significant opportunities for growth across various industries, contributing to an increase in the average per capita income As disposable incomes rise and consumption trends evolve positively, the cosmetics industry in Vietnam is witnessing consistently high growth rates.
Figure 6 Growth rate of the cosmetics market in Vietnam
The cosmetics market in Vietnam is valued at approximately $2.63 billion and is expected to experience a growth rate of 3.32% by 2027, according to Mintel Notably, skin care products dominate the market, with over 60% of consumers incorporating them into their daily routines.
Vietnam's cosmetics market is experiencing rapid growth, driven by rising GDP and an increasing focus on beauty among consumers This burgeoning sector presents significant opportunities for economic development However, consumer spending is still influenced by economic crises and inflation, prompting cosmetic companies to strategically price their products to align with consumers' financial realities.
Cocoon has successfully established its presence in the domestic market, capturing consumer interest and gaining a larger market share The rising trend of organic and natural cosmetics has further facilitated Cocoon's development and market expansion.
In recent years, consumers have increasingly favored products with natural and benign extracts over chemical-laden alternatives due to the harmful health effects associated with chemicals, such as skin irritation and cancer, as well as environmental pollution This shift in consumption habits reflects a positive trend among Vietnamese people towards a minimalist lifestyle that prioritizes health and environmental safety.
Company overview
Cocoon Vietnam, founded in 2013, is a renowned vegan cosmetics brand that embodies the essence of nurturing and transformation, symbolized by its name "Cocoon." This brand serves as a sanctuary for growth, much like a cocoon that nurtures caterpillars until they emerge as stunning butterflies.
Cocoon was created to cater to the skincare and haircare needs of Vietnamese individuals, empowering them to enhance their beauty and radiance in a unique and perfect way.
Cocoon is renowned for its commitment to creating 100% vegan cosmetic products that harness the natural benefits of Vietnamese plants The brand prioritizes safety and sustainability by avoiding animal ingredients and rejecting animal testing, ensuring that its offerings are both effective and ethically produced.
Cocoon became the first Vietnamese cosmetic brand to receive "Cruelty- Free & Vegan" certification from PETA organization
Cocoon launched the campaign "For a Vietnam without animal testing" and received the "We Are Social - Social Purpose Award"
Cocoon became the first Vietnamese cosmetic brand to be certified
"Leaping Bunny" by Cruelty Free International
Cocoon was honored in the Top 10 most trusted cosmetic brands in
Cocoon achieved revenue of more than 100 billion
Cocoon was honored as "Best Vietnamese cosmetic brand in 2023"
Cocoon aims to deliver radiant skin and vibrant hair by utilizing simple, everyday ingredients that nourish your body, promoting health, youthfulness, and vitality.
- We always keep our mission in mind: applying the benefits of food around to combine scientific understanding to create cosmetic products that are safe and effective for everyone
-“The difficult journey to find true beauty is not your task alone, we will join you in taking that action always like that, forever like that
Passionate about nature, I explore familiar Vietnamese ingredients, such as vegetables and fruits, to create delightful products for children Our cosmetic formulations prioritize the preservation of nutrients, showcasing them effectively Through rigorous research and testing, we have perfected our formulas to ensure both safety and efficacy.
- Against Cocoon, what is offered must be complete, effective and not of animal origin
Cocoon is a proud Vietnamese cosmetic brand, fully manufactured in Vietnam The brand's commitment to quality and practical effectiveness is fundamental in securing its lasting place in the hearts of consumers.
The development of each product involves a thorough understanding of the unique skin concerns of Vietnamese people, integrating advanced science and technology to create solutions tailored specifically to their skin characteristics.
Cocoon is a brand dedicated to inspiring users by promoting sustainable development that prioritizes ecosystem stability and respects all forms of life Through various meaningful initiatives, Cocoon actively engages in environmental protection efforts, striving to keep the Earth green and healthy.
Cocoon is dedicated to ensuring that all ingredients in its products are 100% traceable and safe for the skin Each ingredient is sourced from reliable suppliers, both domestically and internationally, with clear evidence of their origins.
Regulated products will not have ingredients such as alcohol, parabens, formaldehyde, phthalates, etc.
Competitive analysis
COCOON, a pioneering Vietnamese cosmetics brand in the vegan trend, has captivated customers with its beautiful and meaningful product creation stories Committed to cruelty-free practices, COCOON does not test on animals, setting it apart in a competitive market This unique approach and dedication to ethical values give the brand a significant advantage over other cosmetic brands.
Figure Cocoon is approved by Cruelty Free International's Leaping Bunny 11 program to commit to no animal testing
- With the characteristics of being a benign product, gentle on the skin and suitable for Vietnamese skin Cocoon has completely affirmed its position in the hearts of domestic consumers
Cocoon is encountering increasing competition from well-known vegan brands like Klairs and Melixir from Korea, as well as Sukin from Australia The vegan cosmetics market is becoming increasingly competitive, indicating a challenging landscape for Cocoon in the future.
-The natural cosmetics market in Vietnam is full of potential with "Attractiveness -
The shift in consumer trends towards vegetarian products has significantly boosted profits and product diversity for Cocoon and other vegan cosmetic brands in Vietnam.
The cosmetics industry boasts impressive business efficiency and revenue, with gross profit margins between 30% and 80%, which fuels excitement in the market This growing attraction not only expands business scale but also heightens the risk of new competitors entering the industry.
❖ Barriers to entering the industry:
Customer loyalty in the cosmetics industry is challenging, particularly in Vietnam, where consumers frequently explore various products rather than sticking to a single brand This diversity in choices leads to less brand loyalty, as customers tend to spend on multiple types of cosmetics without committing to one specific product.
Cocoon products not only deliver effective results but also embody meaningful humanistic values, which significantly enhance customer loyalty in comparison to competitors This strong brand identity creates a formidable barrier for new entrants in the industry.
Cocoon's products stand out due to their unique blend of plant extracts and advanced research and production methods, which ensure high quality and safety while being environmentally friendly Each product reflects the distinctive characteristics of Vietnamese nature, effectively attracting customers who value quality and sustainability.
Vegan cosmetic substitutes are essentially cosmetic chemicals designed to enhance skin care These diverse products serve various purposes, primarily focusing on cleansing and nurturing the skin's surface, leading to immediate improvements in its overall condition.
As consumers increasingly embrace this alternative product for its cost-saving benefits, it is crucial to consider its safety Many of these products contain fragrances that can irritate sensitive skin and potentially weaken its overall health.
In response to shifting consumer trends favoring vegan products, Cocoon has recognized the significant potential of the cosmetics market, positioning itself as the leading vegan cosmetics brand in Vietnam while highlighting the numerous benefits these products offer.
Figure 12.Melixir product lines -Cocoon rival
Figure 13.Cocoon's competitor in vegan cosmetic
Cocoon faces intense competition from Melixir, the pioneering Korean vegan cosmetics brand certified by PETA in the U.S since its launch in 2018 Praised by users, Melixir offers cosmetics made exclusively from natural plant ingredients and utilizes sustainable, FSC-certified packaging, emphasizing their commitment to environmental protection for future generations.
Melixir utilizes organic plant extracts as preservatives, ensuring their products are safe for the skin The brand is making its entry into the Vietnamese market via social media platforms like Facebook, Instagram, and TikTok, as well as e-commerce sites such as Shopee and Lazada By leveraging influencer marketing for product promotion, Melixir is steadily gaining popularity among Vietnamese consumers.
Cocoon caters to a diverse range of customer segments, offering products that are safe and suitable for all ages Their commitment to natural ingredients ensures that their offerings are benign, while their dedication to ethical practices—such as no animal testing and the absence of animal-derived ingredients—further enhances their appeal Additionally, Cocoon prioritizes environmentally friendly packaging, which has significantly contributed to building trust and loyalty among customers.
Buyers hold significant power in influencing the industry, necessitating a diverse range of products that not only fulfill functional requirements but also adhere to the stringent expectations of customers Understanding buyer psychology is crucial, which is why Cocoon prioritizes user feelings and experiences to enhance product quality and service This focus on customer satisfaction ultimately drives growth and profitability for the company.
Cocoon is a unique vegan cosmetics brand proudly made in Vietnam, utilizing exceptionally pure local ingredients Each product is crafted with verified components, including squash, pennywort, coffee, coconut oil, and roses, sourced from trusted Vietnamese suppliers Additionally, Cocoon incorporates active ingredients and vitamins imported from reputable countries such as Japan, France, the Netherlands, and Korea, enhancing its beauty formulas This commitment to quality and authenticity sets Cocoon apart in the cosmetics market.
Figure 14.Common ingredients for Cocoon products
- Their cosmetic formulas are researched and tested using tests in laboratories or on volunteers
SWOT/ TOWS ANALYSIS
SWOT Analysis
- Consumers prefer to use quality natural products that do not cause skin irritation
- The demand for natural cosmetics is increasing
- Doing business on many e-commerce platforms makes brand promotion easier
- The cosmetics business market is fiercely competitive in terms of product sources, prices, and promotional programs
- Foreign cosmetics enter the Vietnamese market with many famous brands
- Consumers care about the price and popularity of the product to buy
- Vietnamese consumer psychology prefers to use foreign cosmetics more
- Cocoon is a unique product, made 100% from plants
- Affordable prices, suitable for the average income of Vietnamese people - Cosmetic quality meets international standards
- There are many cosmetic systems and stores in 63 provinces and cities
- Need to improve and find the best strategy to cope with competition with many other famous cosmetic brands
- Invest in expanded advertising so that the product can reach and get closer to users.
Strategies
- Use the strength of products made from nature and the increased domestic cosmetics market share to take advantage of opportunities from the increasing demand for natural cosmetics
- Take advantage of e-commerce business trends to expand the market and increase brand awareness during Valentine's Day
- Use Cocoon's strengths in quality and reasonable prices to cope with the fierce competition from other famous foreign cosmetics
- Marketing strategy to overcome the weakness of customers' preference for foreign products
- Take advantage of opportunities from the State's encouragement to use Vietnamese goods
- Develop promotional and customer care strategies
- Compete on prices, promotions, and deal with competition from international cosmetic brands.
MARKETING OBJECTIVES
General Objective
Cocoon aims to promote its squash sunscreen milk products by building customer trust and encouraging purchasing decisions The brand hopes to satisfy consumers who prefer trusted sunscreen products from major markets like Korea, the US, and the UK By utilizing authentic images and real stories, Cocoon seeks to provide a fresh perspective on Vietnamese vegan products, particularly those made from winter melon The company aspires to gain recognition and support from both existing and new customers in the future.
- Currently Cocoon is focusing on developing and perfecting sunscreen milk products The business's sales goals are:
+ Achieve sales volume and will sell 100,000 products , earning sales for the company of about 31.5 billion VND and achieving a profit of 35% of total revenue
+ Marketing Objective: Bring the product's message to the customer market, build trust in the quality of Cocoon products in the hearts of consumers Increase brand recognition and media.
Detail Goal
Cocoon aims to establish strong brand awareness by positioning itself as a leader in vegan products crafted from exceptional natural ingredients, particularly its unique sunscreen milk made from squash While current search keywords for Cocoon sunscreen milk may not be widely recognized, the company is committed to enhancing visibility through strategic communication campaigns, with the goal of ensuring that these keywords consistently rank at the top of search results for sunscreen milk in the Vietnamese market.
Figure 15.Search chart for keywords Cocoon squash sunscreen compared to competitors such as Centella, Roche Posay, Anessa on Google Trends
To enhance engagement and involvement within the target community, it is essential to encourage individuals, partners, and the public to actively participate in activities that promote Cocoon's squash sunscreen milk By fostering a collaborative atmosphere, we can effectively increase awareness and drive interest in this innovative product.
- Increase access rates and purchase decisions through Cocoon's official websites about squash sunscreen milk products on social networking platforms and shopping applications such as: Tiktok Shop, Tiki, Shopee …
The "COCOON ON VALENTINE'S DAY 2024" campaign will leverage media as its primary tool for promotion, with the goal of reaching approximately 100,000 target customers each month Over the next 12 months, the campaign aims to expand its outreach significantly, utilizing various communication platforms to engage around 500,000 individuals within a three-month period.
To foster trust among target customers for Cocoon squash sunscreen milk products, an effective media campaign is essential This trust will encourage customers to invest in the product, leading to a significant increase in purchases on e-commerce platforms For instance, with strategic efforts, Shopee could see a rise in sales from 900 to an impressive 9,000 purchases.
2024, Tiktok Shop application will increase from 1,200 purchases to 12,000 purchases, Tiki will increase from 740 purchases to 7,400 purchases
- Combine with cosmetic stores such as Hasaki, Watsons, Guardian, LixiBox to convey the message to achieve revenue growth of VND 23.5 billion in 2024
- Number of posts on social networking sites reached: 500 posts including 488 images and videos
- 72% of customers have a positive attitude and are satisfied with the campaign
- The number of shares of articles about the campaign reached 35% compared to the target number of people knowing about the campaign
- In the first 6 months of 2024, the sales rate of 650,000 products at the Cocoon sunscreen milk factory will be shipped to all partners and customers
- Revenue from e-commerce sites will grow from VND 3.2 billion to VND 8 billion
- From 172 cosmetic and health care stores connecting and cooperating to 300 stores
- The percentage of squash sunscreen milk products sold in the market of Cocoon is from 2.2% will increase sharply to 30% of total products and equal to Cocoon exfoliating scrub
- Ho Chi Minh City area revenue from 256 million will reach 12 billion VND
The trend of vegan products in Vietnam is gaining momentum, with a growing focus on campaigns that promote non-standard beauty As a result, the recognition of vegan products is expected to rise significantly, with a projected increase of 50% in available options over the next six months compared to 2023.
Vietnam boasts over 70 million social network users, with a target to engage 21,845,000 users by December 2024 Notably, individuals aged 18 to 34 represent approximately 25% to 26% of social media users, reflecting a steady comparison between 2022 and 2023.
Figure 17.Internet users year by year
Cocoon is set to leverage the rising trend of TikTok Shop in digital commerce by launching a media campaign that aims to double the sales of its squash sunscreen milk products compared to the same period last year.
The desire for beauty extends beyond those with striking appearances; it encompasses everyone’s need to protect and care for their skin Sunscreen has become an essential product for all, safeguarding against harmful sun agents As awareness grows, the demand for effective skincare solutions aligns perfectly with broader health and beauty campaigns.
- The number of views of beauty bloggers' vlog channels in conjunction with Cocoon about the squash sunscreen milk product campaign will increase and attract viewers in the near future
- The number of visits to campaign advertisements will increase and reach the most audiences in the advertising areas such as Ho Chi Minh, Hanoi, Da Nang
In the next three years, the rapid expansion and growing popularity of vegan products will significantly increase their market penetration, making them more accessible to the general public.
- Communication goals on social platforms will last from January 1, 2024 - December
- Revenue from e-commerce sites from 3.2 billion VND will grow to 8 billion VND from the beginning of 2024 to the end of 2024
- Ho Chi Minh City area revenue from 256 million will reach 12 billion VND from January 1, 2024 to June 30, 2024
- From 172 cosmetic and health care stores to connect and cooperate to 300 stores by the end of 2024.
TARGET MARKET
-Cocoon is a B2C business, the customer group that the brand targets are individual consumers with average income or higher
-Cocoon's target market is mainly the "adult youth" segment in Vietnam, especially those who are aware of the value of natural and benign products
Modern consumer trends show that health and safety are top priorities for beauty product buyers Cocoon effectively targets women aged 18-25 from the AB income group, who value natural ingredients and prefer products with minimal chemicals.
-This helps Cocoon focus on product development and marketing strategies that suit the specific needs and desires of this customer group
Cocoon targets a diverse range of needs within the "young adult" customer group in Vietnam According to Q&Me statistics from 2020, the cosmetics market in Vietnam reveals significant consumption trends and preferences among this demographic.
Young individuals exhibit varying cosmetic usage habits influenced by age, income, and geographic location They prioritize skincare and beauty, actively seeking products that cater to their specific needs.
Young adults increasingly favor cosmetics made with natural ingredients that are safe for both the skin and the environment Cocoon has successfully capitalized on this trend by incorporating gentle, plant-based ingredients into its product line.
The vegan cosmetics trend is rapidly gaining momentum in the global beauty industry, with an increasing number of consumers seeking cruelty-free and plant-based products In Vietnam, Cocoon stands out as a leading vegan cosmetic brand, catering to the growing demand for ethical beauty solutions among eco-conscious customers.
=> The "young adult" customer group is creating a potential market for Cocoon, and this brand has taken advantage of marketing strategies to create a strong connection with them.
MARKETING STRATEGIC AND TACTICS
Product strategy
Cocoon has developed a smart product strategy that aligns with current beauty trends, particularly focusing on Vegan and Cruelty-Free products This approach not only attracts a significant customer base but also enhances the brand's reputation in the market.
Figure 18.Illustration of green products, their commitments
Cocoon stands out as Vietnam's leading brand in the vegan cosmetics trend, backed by international certifications that guarantee the safety of its 100% vegan ingredients Renowned for its humane and health-conscious products, Cocoon differentiates itself from other cosmetic companies in the market To maintain its commitment to veganism, Cocoon exclusively partners with suppliers that utilize entirely natural ingredients, avoiding any animal-derived components such as honey, beeswax, snail secretion, and silk.
-Cocoon's products receive great trust from customers thanks to the use of environmentally friendly packaging Cocoon Company has made "green commitments" such as:
+Packaging made from friendly paper
Figure 19.Ingredients that make up the product of cocoon
+Cocoon says no to bioplastics
-All product bottles can be recycled
-Do not use plastic coating for product packaging and bottles
-This action enhances Cocoon's reputation by showing great concern for human health and the surrounding environment
As society evolves, consumers are becoming increasingly discerning, making transparent packaging information a significant advantage for Cocoon The brand is committed to ethical practices, ensuring that all products are 100% vegan, free from animal testing, and contain no parabens.
In particular, for each Cocoon product has its own commitment, improving practical values for users: no Sulfate (cleansing gel), no alcohol (toner, skin jelly), no microplastics (exfoliation)
❖ The Cocoon product set has lines:
Figure 21.Ingredients are clearly stated on Cocoon's packaging
- In order to serve many customer needs, the Cocoon product set is very diverse with many different cosmetic lines Specifically:
1 Hair care product lines such as: Shampoo, hair conditioner, conditioner
2 Facial care lines include: Makeup remover, moisturizer, facial cleanser, rose water, toner, exfoliator, mask
3 Body care lines include: Shower gel, hand sanitizer, body lotion, body scrub
4 Lip care lines can include: Lip balm, lip scrub
➢ Cocoon products are made from 4 main raw materials including:
➢ Winter melon line: Has the effect of treating acne so it is quite suitable for oily and acne-prone skin
➢ Rose line: Provides moisturizing benefits suitable for dry skin
➢ Coffee line: With the great strength of helping to exfoliate dead cells
➢ Turmeric line: Helps care for, whiten skin and reduce dark spots.
Cocoon's service strategy
“COCOON OFFICIALLY LAUNCHES THE CUSTOMER LOYALTY PROGRAM AT SHOPEE”
Genuine Shopee Mall Cocoon Vietnam is excited to introduce the COCOON LOYALTY PROGRAM, designed to offer exclusive incentives for customers shopping for vegan cosmetics.
● It's completely FREE to sign up
● RECEIVE 10 cumulative points to welcome new members NOW
● ACCEPT POINTS and REDEEM exclusive GIFTS for members
The program has 4 member ranks, the ranks will be promoted according to the development process as follows:
● SEEDS: This is the first ranking that will be activated for all members upon registration Accumulated points are calculated: 10,000 VND = 1 point
● SPROUTS: Purchase at least 500,000 VND within 1 year of membership registration Accumulated points are calculated: 10,000 VND = 1.1 points
● BOTS: Purchase at least 2,000,000 VND within 1 year of membership registration Accumulated points are calculated: 10,000 VND = 1.2 points
● LEAF: Purchase at least 3,000,000 VND within 1 year of membership registration Accumulated points are calculated: 10,000 VND = 1.3 points
Cocoon has officially launched a dedicated community for its valued customers, named Hoi Hoa Buom This initiative aims to create a nurturing environment where small worms can grow and eventually transform into magnificent butterflies.
❖ How to become a member of the Butterfly Association ?
Step1: Click to request to join the Butterfly Association group https://www.facebook.com/groups/hoihoabuom and answer the administrator's questions before being active in the group
Step 2: Go to the link https://cocoonvietnam.com/hoi-hoa-buom and fill in the information according to the instructions
*You must complete all 2 steps of answering and entering information on Facebook and website so that Cocoon has enough information to approve membership
Step 3: Cocoon will send a message via Zalo to you after being approved for membership
❖ What main activities will the Butterfly Association have?
-When you become a member of the Butterfly Association , it means you have privileges reserved only for Cocoon lovers
- Frequent attractive give away programs
The Pretty Butterfly Association, established and managed by the Cocoon Vietnam brand, serves as an official platform for sharing hot deals and valuable tips within the working community This unique group fosters a positive environment for members to chat and exchange useful information, ensuring that all content shared is official and rigorously vetted.
-Cocoon Vietnam has door- -door delivery service nationwide, applicable to to customers who make purchases on the Website, Fanpage and call Cocoon's Hotline
Orders are shipped to the customer's specified address via intermediary shipping services, ECONOMY DELIVERY or 247EXPRESS Each package features an invoice on the exterior, prominently displaying the brand's girl logo to ensure the authenticity of the products.
The prices displayed on our Website include applicable taxes, packaging fees, and other purchase-related costs, in accordance with current legal regulations Additional charges may apply, which will be communicated through our Hotline or Email and require customer approval during the order confirmation and delivery process.
- With invoices from 99,000 VND: free shipping nationwide
- For invoices under 99,000 VND: default shipping fee is 30,000 VND applicable nationwide
- Orders within Ho Chi Minh City: Delivery time is 2-3 days after ordering.
- Orders in the suburbs of Ho Chi Minh City and other provinces: Time is 2-5 days for central areas of provinces and cities and 5-6 days for districts, communes, towns…
Despite our best efforts, we face limitations and delays caused by external factors such as holidays, difficult-to-locate delivery addresses, and delays from delivery services We appreciate your understanding regarding these challenges.
If there is a delay in delivery, Cocoon will promptly inform you and either proceed with the delivery or help you cancel the order if you prefer We are not liable for late deliveries, except for issuing a refund if you have already paid but have not received your product.
★ Process of delivery, return, and product warranty:
If you are unavailable during the delivery, the shipping unit will reach out to arrange a maximum of two re-delivery appointments If the goods remain undelivered after these attempts, they will be returned to Cocoon, and you will receive a full refund within 15 working days.
If the delivery of your goods is unsuccessful due to our inability to contact you within three days, the shipping unit will return the items to Cocoon We will notify you using the contact information you provided to cancel your order and process a refund of the fees you have paid within 15 business days.
Upon receiving your product, it is essential to thoroughly inspect its integrity and quantity against your order Your signature or a photo of the receipt provided by the shipping unit serves as proof that we have met our delivery obligations, contingent upon your verification of the product's condition.
The shipping unit is tasked with the delivery of goods and the collection of essential documentation during the process, including confirmation signatures and photographs of customer receipts Additionally, it is responsible for storing these documents in compliance with legal requirements.
We prioritize the security of the documents and images collected from our customers, ensuring they are used solely for storage, complaint resolution, customer support, or other legal and necessary purposes We do not utilize this information for commercial or profit-driven motives.
To ensure a smooth exchange, return, warranty, or complaint process with Cocoon regarding your purchased product, it's essential to record the opening video and verify the product's quality as evidence.
Cocoon accepts returns and product warranties only for manufacturer errors or shipping issues Upon receiving your return request, we will provide instructions for packing the items and notify the recall unit to arrange for equivalent product replacements as per our delivery policy We cover the shipping costs for returns or warranty claims Please note that return requests must be made within 3 days of receiving the goods, and processing will be completed within a maximum of 14 days from the request date.
Your order will be packaged in accordance with Cocoon's established standards If you have any specific packaging requirements beyond these standards, please reach out to us to discuss your needs, and be aware that additional fees may apply as agreed upon.
- You can pay upon receipt (COD) or you can choose online payment method via Alepay payment gateway or Momo Wallet according to the instructions in Section
"Purchase Instructions" published on the website
- For any information about order changes or cancellations, you need to notify us early so that we can cancel or modify your order promptly
Brand attributes
Cocoon, symbolizing a nurturing "house" for transforming worms into beautiful butterflies, serves as a metaphor for the care of Vietnamese skin and hair, helping individuals enhance their natural beauty Created with the mission to beautify, Cocoon utilizes familiar and accessible raw materials from Vietnam’s rich plant life, including fruits and herbs These ingredients are not only delicious but also packed with valuable nutrients that benefit the skin and hair, making them an ideal choice for natural beauty solutions.
Cosmetics, much like nutritious foods, enhance beauty and reflect a growing societal trend towards health-conscious choices As more individuals embrace a green lifestyle, vegan cosmetics have gained popularity, aligning with the desire for plant-based products This shift has inspired Cocoon to develop and offer a range of 100% vegan cosmetic products, harnessing the natural nutrients of Vietnamese plants while ensuring safety and ethical standards by avoiding animal-derived ingredients and animal testing.
6.3.1 Cosmetics made by Vietnamese people for Vietnamese people
Founded in 2013, Cocoon Vietnam has emerged as a premier natural and vegan cosmetic brand, drawing inspiration from the rich Vietnamese spirit Utilizing entirely natural ingredients sourced from Vietnam's unique regions, such as Dak Lak coffee, Ben Tre coconut, Tien Giang cocoa butter, and Cao Bang rose, Cocoon crafts distinctive products that highlight the country's diverse natural resources.
Cocoon's success stems from its dedication to quality and transparency, as all products meet CGMP quality standards established by the Ministry of Health This commitment not only fosters customer trust but also positions Cocoon as a leading example of responsibility and excellence in the cosmetics industry.
Cocoon demonstrates its dedication to customers by naming products after the natural resources of Vietnam, such as Dak Lak coffee exfoliator, Ben Tre coconut balm, and Hung Yen turmeric spray This strategic marketing approach not only enhances Cocoon's reputation for authenticity but also distinguishes the brand from its competitors in the market.
Figure 25.Cocoon's ingredients come from many diffenrent regions
By clearly naming the origins of raw materials, Cocoon fosters customer trust and transparency, establishing a meaningful connection between the brand and its products This approach not only enhances the brand's reputation in the cosmetics industry but also promotes respect for natural resources, ultimately strengthening the bond with customers.
6.3.2 Cocoon and the journey to bring Vietnamese cosmetics to the world
-After gradually building a name in the hearts of Vietnamese consumers, the vegan cosmetic brand Cocoon began to reach out to the world to conquer the international market
By establishing a clear direction and gaining insights into both personal identity and customer needs, Cocoon vegan cosmetics has effectively leveraged Vietnam's rich natural resources to carve out a unique market presence This strategy has led to significant popularity and widespread recognition among Vietnamese consumers.
Cocoon's products are now available in over 1,000 retail locations nationwide, consistently ranking among the most popular beauty items at esteemed cosmetic distributors like Guardian, Hasaki, Watsons, and Matsukiyo Vietnam, as well as leading pharmacies such as Long Chau and An Khang.
"prominent domestic brand" at prestigious e-commerce platforms such as Shopee, Lazada, Tiktok …
Figure 26.The top best sellers of Matsukiyo cosmetic systems - Japan'
-Cocoon products are among the top best sellers of Matsukiyo cosmetic systems - Japan's leading cosmetic retail chain
-Some outstanding projects can be mentioned as: "Recovering old batteries to protect the green earth" in cooperation with Ho Chi Minh City University of Education,
The Nha Trang Institute of Oceanography is dedicated to the conservation and restoration of marine ecosystems In collaboration with Animals Asia AAF, initiatives such as "Joining Hands to Protect Bears" and "Joining Hands to End Elephant Riding" aim to promote animal welfare The campaign "Love Your Nature!" highlights the positive impact of human actions on the environment, featuring inspirational ambassador Suboi.
In recent years, Cocoon has emerged as a prominent name in the beauty industry, generating significant buzz through its "test & review" product campaigns This innovative approach has effectively served as a quality benchmark, helping to connect the brand's offerings with consumers.
The trust of domestic customers has established Cocoon as a reputable partner for international collaborations, exemplified by the signing of a cooperation agreement with Guardian Malaysia in August 2023.
Figure 27.Cocoon received ELLE Beauty Awards
Cocoon, the first Vietnamese cosmetic brand featured in Guardian Malaysia, emphasizes skin and hair-friendly products while prioritizing sustainability and environmental consciousness According to Ms Tiffany Choo Yann Shan, General Manager of Guardian Malaysia, Cocoon aligns perfectly with Guardian's values and is poised to attract a dedicated following in the vegan cosmetics market.
Following the signing ceremony, Cocoon's products will be available in 500 Guardian Malaysia stores, marking the brand's official introduction to the global market This milestone significantly enhances the presence of Vietnamese cosmetic brands in the international beauty industry.
Cocoon, alongside the Guardian, has expanded its presence in various international markets, including the US through Amazon, Taiwan via 7-Eleven, and Mongolia This allows both domestic and global consumers to experience the benefits of Vietnamese vegetables in an innovative and highly effective format for hair and skin care.
Figure 28.Cocoon products are present in the international market
Cocoon demonstrates its commitment to customers by naming its products after the provinces where the ingredients are sourced, such as Dak Lak date coffee, Ben Tre coconut balm, and Hung Yen turmeric cleanser This unique marketing strategy enhances the brand's reputation and sets it apart from competitors, instilling trust in consumers by providing clarity about the origin of the raw materials used in their products.
❖ Spread the message with positive values
Pricing strategy
-Cocoon uses a competitive pricing strategy to attract customers and increase product popularity
Cocoon offers a diverse range of products priced between 160,000 VND and 260,000 VND, appealing to a wide customer base Additionally, the brand provides combo packages, allowing customers to save money when purchasing multiple items simultaneously.
Setting the right price for a product is crucial; if priced too low, customers might perceive it as low quality, potentially harming the brand's profitability Conversely, pricing a product too high can limit its accessibility, preventing it from reaching a broader audience.
In the cosmetics market, vegan and 100% natural ingredient products remain relatively scarce Cocoon's mid-range pricing strategy effectively positions the brand as a high-quality option, balancing affordability with premium appeal.
Cocoon's pricing strategy positions its products as affordable yet high-quality options for a diverse customer base By offering competitive prices, Cocoon effectively appeals to a wide audience, ensuring that its cosmetic products are accessible to everyone while maintaining excellent quality.
Incentives strategy
6.5.1 Campaign to spread love and protect the environment
Cocoon is committed to environmentally friendly practices and serves as a positive advocate for environmental protection In the Vietnamese market, Cocoon transcends the role of a cosmetic brand, inspiring customers to prioritize not only their personal beauty but also the importance of cultivating a mindset focused on environmental sustainability.
Cocoon aims to enhance its brand by focusing on ecosystem sustainability and national cultural significance Initiatives like "Discover Vietnam" and the "Exchange Old Bottles for New Ones" program, along with the LGBTQ+ campaign "Love Your Nature!", raise awareness among customers while fostering a community dedicated to environmental protection and promoting understanding and love among individuals.
Figure 30.LGBTQ+ campaign “Love Your Nature!” on Cocoon packaging
-The company also does not hesitate to offer many beauty combos at more favorable prices than retail purchases, creating favorable conditions for customers to have more choices
☀ VALENTINE'S DAY special promotion program
➢ Buy Winter Melon Sunscreen Milk 50ml 395,000 VND
-Free Winter Melon Makeup Remover 500ml 295,000 VND
➢ Buy Hung Yen Turmeric Essence C22 465,000 VND
-Free Winter Melon Sunscreen Milk 50ml 395,000 VND 395,000 VND
➢ Buy Winter Melon Facial Cleansing Gel 310ml 295,000 VND / 140ml 195,000 VND
-Free Skin Balancing Squash Juice 310ml 295,000 VND/ 140ml 195,000 VND
➢ Buy Hung Yen Turmeric Facial Cleanser 310ml 295,000 VND / 140ml 195,000 VND
-Free Hung Yen Turmeric Water 310ml 295,000 VND/ 140ml 195,000 VND
➢ Buy Winter Melon Makeup Remover 500ml 295,000 VND Free Winter Melon
-Facial Cleansing Gel 310ml 295,000 VND
➢ Buy Rose Makeup Remover 310ml 245,000 VND
-Free Rose Facial Cleansing Gel 140ml 155,000 VND
➢ Buy Dak Lak Coffee Facial Cleanser 150ml 165,000 VND
-Free Dak Lak Coffee Body Cleansing Dead Skin 200ml 125,000 VND 8 Buy Grapefruit Essential Oil Hair Conditioner 140ml 165,000 VND Free Sa-Chi Hair Conditioner 140ml 145,000 VND
-Promotion applies at Cocoon's Website, Shopee, Lazada, Facebook, TikTok Shop and Instagram
• PROMOTION 1: Order 450k Get free Cocoon coconut oil lip balm 5g
- End time: not yet finished
- When you buy an order from 450k, you will get 1 FREE cocoon coconut oil lip balm 5g
• PROMOTION 2: Appreciate customers (10 GET 1 FREE) - Applicable: nationwide
- End time: not yet finished
- When you buy a product in quantity of 10, get 1 more FREE (product of the same type or lowest value)
• PROMOTION 3: Free shipping for orders of 500k
- Applicable: in Ho Chi Minh City
- When purchasing products at myphamthuanchay.com
Communication
COCOON - INCREASES FAITH, SHINES LOVE
Every year on February 14, couples around the world celebrate Red Valentine's Day, a special occasion for expressing love through gifts and heartfelt letters To enhance this romantic experience, Cocoon presents an enticing COMBO LOVE gift program, designed to send sweet wishes to lovers during the new year and Valentine's Day With the campaign "COCOON - ENHANCE YOUR JOY" and the motto "BELIEVE, SHINE LOVE," Cocoon aims to foster trust and strengthen the bonds of love between couples.
-Big idea: “ Beauty-Faith-Love with Cocoon”
+ Activity 2: Promotion program: “Valentine beauty gift”
+ Activity 3: Event: “Valentine’s Beauty Wonderland”
+ With the above slogan, we hope that couples will always be connected, love and beauty will always last with Cocoon
-Cocoon uses online and offline advertising and promotion strategies to introduce products to customers
Cocoon effectively utilizes social media platforms like Facebook, Instagram, and TikTok to showcase its products and special promotions Additionally, the brand engages customers through live events and actively participates in cosmetic exhibitions to enhance product visibility and customer interaction.
Social media marketing plays a crucial role in the overall marketing strategy for businesses As social media continues to gain popularity, leveraging these platforms to connect with customers and execute marketing campaigns has become an essential trend in the digital landscape.
Cocoon has effectively utilized Social Media Marketing to engage customers through interactive minigames A notable example is the "Discover Vietnam" campaign launched in 2020 on their Facebook Fanpage, where participants could join by simply commenting and tagging friends This initiative offered enticing rewards, such as vegan rose products from Cao Bang and coffee from Dak Lak, successfully attracting a wider audience.
Cocoon's effective strategy has successfully drawn in thousands of customers, generating a powerful viral impact Furthermore, the brand actively engages with its audience by sharing valuable body care knowledge and responding to customer comments.
In the competitive cosmetics industry, even a slight edge can differentiate Cocoon from its rivals To enhance its content marketing strategy, the brand must focus on producing engaging and high-quality content Additionally, it is essential for businesses to establish a framework to assess the success of their content marketing campaigns.
In today's digital age, influencer marketing has emerged as a highly effective advertising strategy, driven by the growth of the Internet and social media This trend has attracted the interest of numerous prominent businesses and brands aiming to connect with a vast audience of potential customers.
-Influencers, who have great influence on the public and followers on online platforms, are becoming a source of positive encouragement for brands and products
In this way, they are not only advertisers, but also guides, recommends and significantly influences consumers' purchasing decisions
Collaborating with influencers is an effective strategy for businesses to establish trust with their target audience, facilitating customer preference for their products or services over competitors A notable example is Cocoon, a vegan cosmetics brand that has successfully partnered with renowned beauty bloggers like Trinh Pham and popular rapper Suboi to enhance its market presence.
Cocoon's distribution channel strategy
Cocoon's marketing strategy is pivotal to its success, utilizing various distribution channels including social media, physical stores, official distributors, and online platforms With six stores in Hanoi and six in Ho Chi Minh City, Cocoon also partners with over 300 cosmetic retailers nationwide Customers from other provinces can conveniently purchase Cocoon products through the brand's official website and popular e-commerce platforms like Lazada, Shopee, and Tiki, as well as on social media platforms such as Facebook and Instagram.
Cocoon's extensive network of product distribution points, each featuring their own websites, offers customers a variety of flexible purchasing options This strategic distribution enhances the shopping experience, fostering goodwill and demonstrating Cocoon's commitment to customer satisfaction Official Cocoon stores are situated in prime locations with ample parking, proximity to residential areas, and well-designed outdoor layouts, making it easy for customers to visit and shop The thoughtful store space design contributes significantly to building customer trust in the brand.
-Besides, Cocoon also regularly organizes programs for customers to experience free products and participate in prestigious cosmetic fairs to introduce products to customers
Figure 31.Chains of goods distributing cocoon products