Banking Academy of Vietnam

International School of Business

A final report
on
THE ADOPTION OF MARKETING STRATEGY IN COCOON COMPANY
Teacher: Vaage Catalina
Student: Nguyen Thuc Linh
Class: CO2B
Course: Project 1
 Hanoi, 16/02/2023

A final report
on
The adoption of Marketing strategy in company Cocoon
by
Nguyen Thuc Linh _ CO2-115
Class: CO2B
Lecturer: Vaage Catalina
Course: Project 1

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 Hanoi, 16/02/2023
TABLE OF CONTENTS
I. Introduction 4
II. The Profile of Cocoon 4
2.1. History of development 4
2.2. Main business 5
2.3. Organizational structure 8
2.4. Vision/ mission/ objectives/ core values 8
III. The adoption of Marketing strategy in Cocoon 8
3.1. The combination of Social Media Ads and Gamification 8
usage 9
3.2. Influencer Marketing 10
3.3. Affirming Vegan brand “Made in Vietnam” 11
3.4. Recycling campaign
IV. Evaluation 11
V. Conclusion 12
References

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 The adoption of Marketing strategy in company Cocoon
I. Introduction:
- Theme : Marketing and People
- Company name : The Cocoon original Vietnam
- Reason I chose : a vegan cosmetics selling vegan beauty products not only made
of natural and familiar ingredients with Vietnamese people but also have
inexpensive prices.
- Cocoon is the typical example of the company which has adopted the marketing
strategy successfully. Thus, this report shall provide the basic information on this
company and analyse the way of implementing this strategy indetail.
II. Profile of Cocoon
2.1. History of development
- The full name of company : Cocoon is the short name of “The cocoon original
Vietnam” company.
- The year of foundation : 2013
o 2013 : Cocoon was established, directly under the Cosmetic company Nature
Story-Vietnam.

o 9/2020: Cocoon was verified “not

tested on animals and vegan” by
PETA (The global animal welfare
organization) (Tran, A. et al.
2021).

o 11/2020: Cocoon formally came to

be the first Vietnam brand name
ratified by The Leaping Bunny
program of Cruelty-Free
International. (Diep Chi 2020)

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 o 12/2020: Cocoon was certified
as “A Vegan cosmetics brand”
by The vegan Society (A
registered charity and the oldest
vegan organization in the world)
(Tran, A. et al. 2021).

o 11/2021: Cocoon was awarded

in the sector “Inspiration brand”
at APEA (Asia Pacific
Enterprise Awards 2021) (Tran,
A. et al. 2021).

o Cocoon was certified by The Paster Institute of Ho Chi Minh City (Tran, A.
et al. 2021).

o 2021: the Dak Lak coffee body

scrub by Cocoon won “Made in
Vietnam product of the year”
from ELLE Beauty Awards
(Tran, A. et al. 2021).

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- The name of founder : Nguyen Ngoc Bao, Nguyen Bao Tin & Pham Minh Dung
- Headquarter of company : 457 Nguyen Dinh Chieu Street, Ward 5, District 3,
Ho Chi Minh City, Vietnam

2.2. Main business

- Sector/Main industry : Beauty industry
- Sub-sector : Skincare, haircare, lipcare and bodycare products.
- Kinds of products : 4 main kinds
o Skincare

 Cleansing oil  Toner  Cream

 Micellar  Serum  Sunscreen
water  Face polish  Face mist
 Cleanser  Mask

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 o Body care

 Hand-sanitizer  Body scrub

 Hand soap  Body lotion
 Shower gel  Body mist

o Haircare

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  Hair serum  Hair Shampoo
 Hair toner  Hair Conditional

o Lip care

 Lip scrub  Lip balm

- Main market : Cocoon products are mainly served Vietnam’s domestic

market for the young, especially females from 18 to 30 years old (Nguyen, M et al.
2021).
2.3. Organizational structure : (I am sorry about this part, because I texted directly
to official website – Cocoon Vietnam, on Instagram, but they said that they couldn’t
provide this information to me).

2.4. Vision/ mission/ objectives/ core values

- Vision : “To give Vetnamese people healthy skin, hair, and body from simple
ingredients that they eat every day” (Tran, A. et al. 2021).

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- Mission : “Making what you put on your skin safe, effective, and animal-free”
-(Tran,
8/2020,
A. etCocoon launched the
al. 2021). - 3/2022, Cocoon launched the

- “Kham Pha
Objectives Vietnam”
: With natural loving and keenness, the “Yeu tu caiexplores
business nhin dauthe
tien”
material
not campaign to deliverand
only eco-friendly customers campaign
nutritious but also reliable throughfor
and effective a minigames
Vietnamese
new
skin, product
hair, lines(Tran,
and body through
A. aet al. 2021). to raise the awareness of people
- minigame
Core values : deployed on Cocoon
To sell 100% about
vegan cosmetic products Ca phe
which areDak
100%Lak bodytested
never
Facebook’s
on animals, fanpage
100% (Phuong
vegan, polish
and 100% clear origin and as ingredients
safe well as profit
to from
serve for
Nam Digital
Vietnamese 2021).
people needs. these goods (Cocoon Vietnam
III. The adoption of Marketing strategy in Cocoon2022).
3.1. The combination of Social Media Ads and Gamification usage
 Definition :
- Social Media Ads are a kind of digital marketing that uses social platforms
such as Facebook, Instagram, and Tiktok… to advertise their brand and
products (CXM Guide 2023).
- Gamification is a strengthened marketing technique that uses design factors
from games to appeal to and retain customers (BI Worldwide 2023).
 Apply :
3.2. Argument 2 : Influencer Marketing

 Definition : Influencer Marketing (or Influence Marketing) is the

collaboration between social media users and content creators who have a
tremendous influence on (Influencer MarketingHub 2023).
 Apply :

- Cocoon cooperated with Suboi

(a rapper) named “Queen” on
20th October 2021 to promote a
limited Ca phe Dak Lak body
and lip scrub called “Queen”
(Hong Hoa 2022).

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 - Cocoon cooperated with Khoai
Lang Thang (a culinary
Youtuber) in the “Chung tay
bao ve loai gau cung To chuc
Dong Vat Chau A” campaign
(Tuoitre online 2021).

3.3. Affirming Vegan brand “Made in Vietnam”

 Definition : a distinctive way to affirm by themselves about their beauty
products which are made of vegan ingredients.
 Apply : always, research natural materials familiar to Vietnamese and cruelty-
free.

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 3.4. Argument 4 : Recycling campaign
 Definition : a campaign that spreads “Go green messages” by exchanging old
or empty Cocoon products for new products.
 Apply : Cocoon launched the “Green points” or other name “Exchange old
bottles, get new products” from 2nd June 2021 onwards (Hong Hoa 2022).

IV. Evaluation
- Cocoon has successfully applied the mixed marketing strategy. In detail, thanks
to it, Cocoon’s reputation succeed in the Vietnam market with over 1.000
distribution agencies, boosting their revenue. As a result, by the end of 2/2023,
Cocoon’s fan page has reached 226.000 fans (Cocoon Vietnam 2023), and also
reached 251 million in revenue (Metric 2022), in particularly, Cocoon revenue
has reached 63 million from 01/2022 to 12/2022 (Metric 2022)
- However, Cocoon’s products marketing strategy still has limitations that can be
mentioned such as that cooperating with KOLs too much can make customers
feel tedious, due to they just remember these products are endorsed by
influencers but do not really care about the value products.
- To overcome these problems, the company should make more differences for
other brands, for example, launch more meaningful campaigns like “Green
points online” launched before to be ingrained into customers’ perceptions.

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V. Conclusion
With my research about Marketing and people theme, Cocoon succeeds in
promoting their reputation and images through inventive and effective marketing
strategies which not only advertise their brand and products but also reduce the effect
on the environment as well as keep their promise of “Making what you put on your
skin safe, effective, and animal-free” (The mission of Cocoon). Hopefully, the more
vegan cosmetics appear, the fewer human activities affect. As Vietnamese, Let’s
purchase and back up the high-quality and humanity products like vegan product lines
from The Cocoon original Vietnam.

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 REFERENCES
BI Worldwide (2023). What is gamification. Available at:
https://www.biworldwide.com/gamification/what-is-gamification/#:~:text=Gami
fication%20is%20adding%20game%20mechanics,inspire%20collaborate%2C
%20share%20and%20interact. (Accessed: 17th February 2023).
Cocoon Vietnam (2022). Minigame : Yeu tu lan dau tien. Available at:
https://www.facebook.com/CocoonVietnamOfficial/posts/4934335453328708/
(Accessed: 17th February 2023).
Cocoon Vietnam (2023). Information about Cocoon : Ve chung toi - San pham.
Available at: https://cocoonvietnam.com/(Accessed: 17th February 2023).
CXM Guide (2023). What is social media advertising?. Available at:
https://www.sprinklr.com/cxm/social-media-advertising/(Accessed: 17th
February 2023).
Diep Chi (2020). Cocoon – my pham Viet dau tien gia nhap Leaping Bunny.
Vnexpress. Available at: https://vnexpress.net/cocoon-my-pham-viet-dau-tien-
gia-nhap-leaping-bunny-4196857.html (Accessed: 17th February 2023).
Hong Hoa (2022). Cocoon x AAF: Chung tay bao ve loai gau cung To chuc Dong vat
Chau A. Cocoon Vietnam. Available at:
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cung-to-chuc-dong-vat-chau-a (Accessed: 17th February 2023).
Hong Hoa (2022). Cocoon x Suboi : “Queen” Chat – “luon co mot nu hoang hien
dien trong ban than ban”. Cocoon Vietnam. Available at:
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hoang-hien-dien-trong-ban-than-ban (Accessed: 17th February 2023).
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xanh-moi-ngay-diem-xanh-online (Accessed: 17th February 2023).
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marketing/ (Accessed: 17th February 2023).

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Marketing24h (2022). Chien luoc marketing cua Cocoon : Tong hop cac chien luoc
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Metric (2023). Lam dep : Cham soc da mat : The Cocoon. Available at:
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utm_source=beecost.vn&utm_medium=report&utm_term=the-cocoon
(Accessed: 17th February 2023).
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