Draft of marketing report

COCOON

Market segment
market segmentation
Involves aggregating prospective buyers into groups, or segments, that (1) have common
needs and (2) will respond similarly to a marketing action.
Demography: Describing a population according to selected characteristics such as age,
gender, ethnicity, income, and occupation

Segment Demography: Psychology Segment Demography

Young children Age: 2-14 Urban and rural In this age, lot of Benefit: Increase
areas, both them not care feminine and
Income: No North, central much about skin, create healthy
income and south in Viet hair and body habits
Nam health
Education: Escape some Loyalty status:
kindergarten, case that caring None
primary school, parents will put
secondary their mind on
school. body health.
Besides, parents
will focus more
on components
of product.
Teenager and Age: 15-24 Start taking care Benefit: Builds
young adult about skin, hair confidence and
Income: No and body health foster healthy
income, middle because of body habits
income, or high image and self-
income expression. Loyalty status:
Especially pay High (because of
Education: High attention to price and
school, product composition of
university composition and product more
effectiveness suitable with
and extremely them than other
price sensitive brands)
due to low
income.
 Adults with kids Age: 25-45 Not only worry Benefits:
about what they friendly with
Income: middle use but also sensitive skin
income and high what their whole and high quality
income. family use to come along with
take care for high experiences
Education: body health.
Postgraduate Especially for Loyalty status:
their kids, Low or medium
preferer pay (more likely to
money to buy use products of
products what is high class
worth their brands)
money
Senior Age: 50 and In this age, Benefits: beauty
above people likely to maintenance,
prevent wrinkles protect skin from
Income: middle and caring about age
income/ pension product friendly
with Loyalty:
environment.
They might
more focus on
skin care than
others

https://isunskincare.com/pages/skin-care-differences-among-age-groups-and-skin-types

https://www.nia.nih.gov/health/skin-care/skin-care-and-aging

https://cocoonvietnam.com/bai-viet
1-14 15-24 25-45 50 and above