Part E – Marketing tactics for An Giang

Palmyra
The importance of marketing mix can be seen in the various
stages of a business. It is a part of every organization's strategy including
Cocoon and can affect the profitability of a particular operation. A
marketing mix is a concept that consists of various tools and techniques
used by marketers to achieve their goals palm sugar body polish. 4P in
marketing is a basic marketing model that consists of four elements: -
Product: What will Cocoon sell ? - Price: How much do Cocoon charge for
the product ? - Place: Where will the customer buy the Cocoon’s product ?
- Promotion: How will customers learn about the Cocoon’s product ?

 Product: What will Cocoon sell ?

To determine what to sell, Cocoon understands the needs of
potential customers for products/services, and then customizes the
products that Cocoon will sell to meet these needs. Therefore, it can be
said that Cocoon understands the needs of customers and satisfies them
well. The more it meets customer expectations, the more opportunities
Cocoon has for them to return in the future and recommend their friends
to buy.
→Understanding and meeting customer needs is the premise
of Cocoon's product development. And Cocoon did it.
Cosmetics, like food, are "nutritious foods" that bring beauty to
people. With the progress of society, people tend to seek plant foods to
protect their health. With this mentality, vegan cosmetics have also
become the favorite of many people who pursue a green lifestyle.
This is the reason why Cocoon has researched and continuously
launched 100% vegan cosmetics. These cosmetics retain all the
nutrients of Vietnamese plants, are safe and benign, do not use animal
ingredients, and refuse animal testing.
Cocoon’s product design: Cocoon products are mass-produced
and can be purchased by everyone. Knowing which category your
product fits is very important for determining the price, where the
product is sold, and how to promote it. As for Cocoon, their products
belong to the shopping category: what customers consider when
buying and comparing products of different brands (furniture,
clothing, electronic equip.
→Cocoon affirms the clarity and transparency in the
modulation stage. More specifically, helping customers distinguish
the real from the fake. Increase value for Vietnamese goods in
general and Cocoon brand in particular.
Product safety that Cocoon brand brings: The prestige and quality
that Cocoon commits to is firstly shown through the pure Vietnamese
raw materials that Cocoon has painstakingly searched for and
distilled in lands such as Thanh Hoa, Hoa Binh, Dak Lak, Tien Giang....
Therefore, users can easily feel and imagine the familiar appearance of
Vietnamese features in each product. Perhaps this is something that not
many Vietnamese cosmetic brands can do like Cocoon.
→ Different from the competition. Make a special mark for
the Cocoon brand.
Cocoon is a humane cosmetic brand, absolutely committed to not
testing on animals (Cruelty Free). This is an important plus point to help
Cocoon increasingly assert its position in the hearts of consumers. This
process is researched and tested for stability and safety 6-12 months
before it is released on the market called the testing process. Cocoon is
certified by the Pasteur Institute of Ho Chi Minh City. For organic
products to meet food safety and hygiene standards, to meet physical
and chemical standards. Does not contain harmful substances, does not
cause skin irritation.
→ Help users feel secure when using the product.
Create trust for customers and honesty for brands.
 Price: How much do Cocoon charge for the product ?
The cost Cocoon brand sells will affect the number of products sold:
- If Cocoon's price is low, customers think the product is of poor quality or
Cocoon will have less profit.
- If Cocoon's price is high, customers can buy less or buy in smaller
quantity
- To determine product costs, Cocoon looked at:
- Product cost: is the payment for variable factor inputs such as raw
materials, labor, personnel, marketing... Variable costs depend on the
output produced.
➔ Thus, the cost in accordance with the product has been
carefully calculated by Cocoon. Each product needs to have an
appropriate price.
- The company's products are sold in the market, and there are many
different prices depending on the product. The lowest price of a single
product is 35k/product (lip balm). The company's highest price is 710K for a
set of 5 products. This price, in my opinion, is very cheap and suitable for all
types of customers.
→ Anyone can use Cocoon's products, even students. In fact,
Cocoon's products are not only affordable, but the quality is also very
good, so it attracts all audiences.
- Customer feedback is the best evidence: “ Great to use jaggery
After a period of product experience, the feeling of smoothness, softness,
firmness, and strength of the skin is strong and the scent is like an orange
lemongrass candy that makes the mind and body relax and relax, helping to
make a tired working day and for love. Shower more than the product is
great, you should try it once, don't miss this product”.
Compare prices with competitors:
- Product prices of other competitors: Innisfree, Lancome, The Body
Shop, Kiehl's, Vichy,,…. Compared to them, Cocoon prices are suitable for
all classes of customers.
- Although it has not been established for a long time, Cocoon seems
to have left its "elders" in the Vietnamese cosmetics market. What Cocoon
can do is not only to bring high-quality products, exquisite designs, and
convenient use, the brand also brings profound value to users .So the product
that Cocoon sells is a product that is already on the market from previous
brands.
→ Cocoon creates an improved version of an existing product,
showing people that it is better in terms of features or has cheaper than
what competitors are offering
- In order to create convenience for customers, Cocoon also provides
a variety of different payment methods: Cash payment, bank transfer,
electronic wallet payment, mobile payment.
 Place: Where will the customer buy the Cocoon’s product ?
Cocoon's office is located in District 3 of Ho Chi Minh City, but there
are places where Cocoon genuine products are sold in many places in
Vietnam. Choosing a good business location is very important to sales
efficiency, making sales easier and faster. Like other brands, Cocoon offers a
variety of ways to sell products: social networks, stores, official distributors,
the Internet... It is the decisive factor for the success or failure of an
enterprise. Currently, Cocoon has 6 stores in Hanoi and 6 stores in Ho Chi
Minh City. However, customers from other provinces can easily purchase
Cocoon products through the official website. In addition, most of Cocoon's
product distribution outlets also have their own websites, which can help
customers have a variety of flexible purchasing methods.
➔ The distribution of Cocoon branches makes it easier for
customers to shop. This creates goodwill for customers and shows that
Cocoon always chooses the best for customers.
Here are some pictures of stores that are officially distributing genuine
Cocoon products, these locations bring together many factors that are
beneficial to sales:
- Suitable parking space
- Densely populated area
- Harmonious outdoor layout
- Potential customers
➔ These locations are convenient for customers to visit and buy.
Store space is one of the factors that make customers trust you
Supply chain management:
- Listen to market signals and plan accordingly
+ Update information in a timely manner, take measures to minimize
risks, reduce inventory, limit inventory shortages and respond to customer needs
in a timely manner.
+ Information sharing between manufacturers and distributors is
very important for making regulatory decisions.
+ Cocoon studies customer needs, develops services for each
market segment, and improves the order processing process from receiving a
request to picking up the goods. Cocoon's product distribution stores are also
doing well in this regard.
- Make products closer to customers
+ The manufacturers of Cocoon have been improving and innovating
their products. However, improvement must focus on customer needs.
 + In addition, pay attention to the production time to avoid customer
needs and changes in raw materials and production processes. Find and
manage consumables efficiently.
+Finding good suppliers helps Cocoon reduce the cost of raw
materials, finished products and services, thereby increasing its competitive
advantage.
- Find and manage consumables efficiently
+ Finding good suppliers helps Cocoon reduce the cost of raw
materials, finished products and services, thereby increasing its competitive
advantage.
- Customer reviews
+ There are many criteria and factors for customer evaluation,
so it is necessary to establish an effective evaluation system to improve the
efficiency of supply chain management activities.
 Promotion: How will customers learn about the
Cocoon’s product ?
The importance of advertising:
- Contribute to increased sales by providing specific benefits from
information, services and products.
- Notify customers of any changes: improve service quality or launch
new products.
- Raise customers' awareness of your business to promote long-term sales
or service delivery.
- Remind customers to buy from you.
- Lead people's attitudes and views on business to the best direction.
- Build a unique brand to differentiate you from your competitors.
→ Commercial advertising is an important part of successful
business interests.
 Quality products For Cocoon, what is applied to the skin must be safe,
effective and not of animal origin
- Ingredients and uses Cocoon always explores the familiar ingredients in
Vietnamese life from vegetables and fruits, and puts them into nutritionally
complete and perfect cosmetics. These foods are rich in vitamins,
antioxidants and minerals, which can promote healthy skin. Through the
process of research and testing, the formula is formed and becomes perfect.
They have worked and met the expectations of the Vietnamese people: safe
and effective.
Let customers understand the product in depth: Advertising media are
used by Cocoon. In the traditional way: Cocoon appeared in a magazine called
“Đẹp”. This magazine pays tribute to Cocoon and provides customers with
some basic information about Cocoon.
By way of social media: Cocoon's fan page has reached 129.612 fans. So
as to help customers get closer to Cocoon, answer questions about the
brand, and put forward comments and suggestions on the product. Therefore,
brands rely on this fact to better enhance their brands. Invite Kols to try out the
product: Kols send Cocoon products to their homes for them to experience.
Most of them gave good feedback. They don't say that because they got free
products. In fact, because Cocoon's products are really good, pregnant women
can also use them, because Cocoon's products are very benign. By accumulating
points: According to different occasions, Cocoon will create different reward
plans for customers to redeem. The main purpose is to encourage customers to
use recyclable products to protect the environment. This is in line with Cocoon's
message and mission.
Thereby, what makes Cocoon beautiful in the eyes of consumers is:
- Beautiful message about humanity and environmental protection
- The pride of cosmetics made in Vietnam.