Course: Brand Management

Lecturer: Vũ Thị Vân Anh

Group 2 - MKT1703

Group members

Vũ Danh Huy - HS160281

Nguyễn Thế Ngân - HS163243

Nguyễn Thị Ngọc Anh - HS163252

Đàm Thùy Dương - HS160032

Nguyễn Thị Phương Thảo - HS160473

Nguyễn Thị Ngọc -HS160744

Table of contents

I. Brand History and Overview 1.

Introduction of the company
1.1. Brand History
 1.2. Organizational Structure
2. Brand Positioning
2.1.Brand Personality
2.2. POPs and PODs
3. Brand Mantra
II. Key Challenges Facing Brand
III. Brand Inventory
3.1 Purposes & Scope
3.2 Brand Principles
3.3 Brand Guidelines Brief
3.4 Brand’s 4P activities overview
3.5 Brand Analysis in SWOT
IV. Brand Exploratory
V. Reflections and Recommendations
1. Reflect
2. Recommendations
VI. Appendices
I. Brand History and Overview

1. Introduction of the company

Name: Công Ty TNHH Mỹ Phẩm Thiên Nhiên Cocoon (COCOON NATURAL
COSMETICS COMPANY LIMITED)
Type of company: Private limited company
Legal representative: Nguyen Ngoc Bao
Tax code: 0313300273
Charter capital: Vietnamese Dong unit
In numbers: 1,000,000,000 VND
In words: One billion VND
Head office address: 14D1 National Highway 1A, Tan Thoi Hiep Ward, District
12, Ho Chi Minh City, Vietnam
Tel – Fax: 0938687897
Website: https://cocoonvietnam.com/
 Logo Cocoon VietNam

1.1. Brand History

In 2013, Cocoon officially launched to consumers with two main products:
winter melon extract and grapefruit peel extract, specialising in treating acne
and fading dark spots.

In 2020, Cocoon was the first Vietnamese cosmetics company to be certified

"Not tested on animals and vegan" by PETA in the Leaping Bunny program of
Cruelty Free International. (Brandsvietnam, 2020)

In 2020, Cocoon received 100% vegan certification from The Vegan Society.
(Vnexpress, 2020)
In 2021 Cocoon received an award in the "Inspirational Brand" category at the
Asia Pacific Enterprise Awards. (APEA 2021)

August 2023 Cocoon signed a cooperation agreement between Cocoon and

Guardian Malaysia - the first Vietnamese cosmetics brand to appear at Guardian
Malaysia stores. In addition to Guardian, Cocoon is present in other markets
such as: America (Amazon), Taiwan (7 - Eleven), Mongolia… (Vietcetera
2023)

Cocoon is currently available at more than 1,000 reputable points of sale

nationwide and will be on shelves at 500 stores of the Guardian Malaysia
system (the leading retail system in Southeast Asia). (Vietcetera 2023)
 1.2.

Organizational Structure

Cocoon organizational structure chart

General Director: The legal representative of the company. Organize, operate

and manage all aspects of the company's operations. Direct the organization's
strategy and development goals.

Sales Department: Collect information, analyze and make business plans.

Negotiation and pitching with partners.

Marketing Department: Marketing Department is responsible for coming up

with advertising and marketing strategy ideas to sell more products for the
company as well as enhance the brand.
● Content Marketing: Creating content, building article systems for
 websites, blogs, social media,...
● Digital Marketing: Promote products/services of businesses and
companies on the Internet.
● Branding: Plan brand development, build brand identity and brand
marketing.
● Design: Design and sketch products.

Human Resources Department: Human Resources Department: Activities

related to organization and human resource management, recruit and train
personnel.

Accounting Department: Tasks related to the company's revenue and

expenditure, developing regulations and financial policies. Clear detailed
accounting of each revenue and expenditure and prepare periodic financial
reports.

Warehouse Manager: Operate and supervise all activities of the warehouse

department and ensure that import and export work in the warehouse follows the
correct process.

Business areas:
Production of cosmetics, soaps, detergents, polishes, and hygiene products.

Since its inception, 100% vegan cosmetics Cocoon has attracted and stood out
in the Vietnamese beauty market, being the leading brand in the "green
cosmetics" industry. From the philosophy of veganism and sustainability, the
packaging design is thoughtfully invested, beautiful, and carries a humane
message.

2. Brand Positioning

2.1.Brand Personality

Cocoon positions as a vegan cosmetics brand "Made in Vietnam" Vegan -

Cruelty Free

2.2. POPs and PODs

POPs of Cocoon:

The similarity between Cocoon and its competitors, both in terms of type and
service, is that vegan cosmetics (Skin Care, Hair Care, Bath & Body Lotion, Lip
Care) are all aimed at the vegan customer segment.

PODs of Cocoon:

● Product: Name the product according to the origin of the raw materials
such as: Nghệ Hưng Yên, Cà Phê Đắk Lắk, dầu dừa Bến Tre, hoa hồng
Cao Bằng... Including Vietnamese provinces in product names helps
Cocoon enhance the reputation of the product origin, conquering users
thanks to the Vietnamese spirit.
● Price: Cocoon direct competitors in the vegan cosmetics industry both at
home and abroad have quite high prices such as Sukin (350,000 VND -
1,400,000 VND), Cỏ Mềm (45,000 VND - 765,000 VND), Cocoon
products are suitable for all customers, prices only fluctuate at 32,000
VND - 495,000 VND.

3. Brand Mantra

Brand Mantra is compiled from brand associations, it is the soul and heart of a
brand:

Emotional Modifier: Provides emotional values, or describes the feelings that

consumers feel when using products and brands. “Closeness” is the emotion that
consumers will feel when experiencing Cocoon's products and services

Descriptive Modifier: “Vegan” clearly states the audience that the Cocoon
brand wants to target.

Functional Benefit: “Beauty” describes the nature of the service, benefits and
experiences that the Cocoon brand brings to customers.

II. Key Challenges Facing Brand

First, there is a lack of connection with the customer experience. Currently,

Cocoon distributes its products through e-commerce platforms and directly in
stores via third parties, preventing customers from directly experiencing
Cocoon's products and services.

Second, competition in terms of products. In the integrated era between Vietnam

and the world, Vietnamese brands like Cocoon face competition from well-
established comprehensive skincare brands with a strong brand image. The
"made in Vietnam" skincare brand image has yet to gain the trust of customers
due to concerns about ingredients, effectiveness, and production processes.
Additionally, the rising demand for safe beauty products has led to the
emergence of many local vegan skincare brands, further challenging Cocoon.
Moreover, Cocoon is venturing into the international market, facing significant
challenges from well-established global brands in their respective countries,
such as Klairs, Vegick, or Sukin.

Third, there is intense competition in brand recognition. Due to high market

competitiveness, the issue of counterfeit products makes it difficult for Cocoon
to establish trust with customers. Similarities in color, packaging, and brand
names with smaller, self-made brands may lead customers to confuse Cocoon's
genuine products with those from less-known brands.

Fourth, there is a challenge related to the time required to see the product's
effectiveness. Due to the natural and mild ingredients, it takes a considerable
amount of time for customers to notice significant results. Some Cocoon
customers admit that it takes more than a month to see a noticeable difference
before and after using the product. This poses a challenge for Cocoon in
attracting customers who demand immediate product effectiveness, requiring
the brand to educate and increase the perceived knowledge of customers about
the product's performance.

Fifth, Cocoon lacks uniformity in design and printing, creating obstacles in

building trust with customers. Some Cocoon products specify the production
location, while others do not. This inconsistency raises suspicions among
customers about the product's origin, diminishing trust in the brand. Similarly,
varying discount policies across distribution channels result in different product
prices in the market.
Finally, Cocoon faced a communication crisis in the first half of 2023 when
customers discovered insects in the organic rose cleansing water. This incident
left a lasting impact on the brand's image, making it challenging for Cocoon to
rebuild its reputation and credibility among consumers.

II. Brand Inventory

3.1 Purposes & Scope

Scope: Vietnam

Purpose: To learn how consumers think, feel, and act toward brands and
products so the company can make informed strategic positioning decisions,
marketers should first conduct a brand audit.

Launch:
Determining Brand Positioning: Brand auditing helps to determine the
initial positioning of Cocoon in the market, shaping its development
direction and market strategy.

Assessing Market Response: Analyzing how the market receives the

new brand, from the logo and messaging to products and marketing
strategies, to better understand customer reactions and competitive
landscape.

Identifying Goals and Target Audience: Clarifying Cocoon's objectives

and target customer segments to optimize future marketing and
advertising strategies.

Building Customer Relationships: Developing and nurturing initial

relationships with customers and stakeholders, thereby building trust and
loyalty.

Controlling and Adjusting Strategy: Evaluating and adjusting the brand

strategy based on feedback and market trends, ensuring positive brand
development.
Shaping Brand Image and Reputation: Establishing a strong brand
image and reputation in the public eye, thereby securing a solid position
in the market.

Brand auditing at the launch stage provides Cocoon with a comprehensive view
of the market, enabling informed business and marketing decisions for
sustainable brand growth.

Trade Mark:
 Determining and Strengthening Brand Recognition: Assessing and
reinforcing brand recognition in the minds of customers, ensuring Cocoon
Vietnam is distinctly and consistently recognized.

Evaluating Brand Position: Understanding Cocoon Vietnam's position

in the cosmetics market, comparing with competitors, and identifying
opportunities to expand market share.
Analyzing Consistency in Communication and Marketing: Checking the
consistency in advertising, communication, and marketing campaigns to
ensure the brand message is clearly and powerfully conveyed.

Assessing Customer Response: Analyzing how customers receive and

react to the brand, and adjusting strategies if necessary to optimize
customer satisfaction.

Researching Product Development: Reviewing the success of current

products and identifying new products that could promote brand growth.

Protecting Brand and Intellectual Property: Ensuring Cocoon Vietnam

is legally protected in terms of trademarks and other intellectual
properties, preventing copyright infringement or brand imitation.

Through auditing, Cocoon Vietnam can gain an overall view of the market and
adjust its business, marketing, and product development strategies
appropriately, aiming for sustainable development and enhanced market
positioning.

Love Mark:
Enhancing Emotional Engagement: Focus on maintaining and
strengthening the emotional relationship between customers and the
brand, ensuring that Cocoon Vietnam continues to be loved and valued.

Analyzing Customer Loyalty: Assessing the degree of loyalty and

affection customers have for the brand, and finding ways to optimize and
strengthen this bond.

Evaluating and Expanding Brand Experience: Reviewing and

expanding the elements that make the brand experience unique, from
 products and services to marketing communications.

Innovating and Diversifying Products/Services: Seeking ways to

innovate and expand the product line or services to reflect the brand's
creativity and innovation.

Optimizing Marketing and Communication Strategies: Upgrading

marketing strategies to continue telling the brand story creatively and
impressively.

Managing and Protecting Brand Reputation: Ensuring the brand

maintains its reputation and quality, preventing any issues that could
negatively impact its image.

At the "Lovemark" stage, Cocoon Vietnam can leverage customer love and
loyalty to solidify and expand its brand while maintaining a strong emotional
connection with them.

Miss Mark:
Identifying Issues and Challenges: The primary goal is to understand
the reasons behind the brand's decline. This could include issues with
product quality, customer service, marketing strategies, or external factors
affecting brand perception.

Reassessing Brand Positioning and Strategy: Evaluating the current

market positioning and strategy of Cocoon Vietnam to determine if they
align with customer expectations and market trends.
Customer Perception and Feedback Analysis: Gathering and analyzing
customer feedback to understand their perceptions and expectations from
the brand. This is crucial for identifying areas of improvement.

Revamping Marketing and Communication Strategies: Developing

new marketing strategies that could reinvigorate the brand's image and
reconnect with the target audience.

Innovating and Updating Product Line: Considering updates or

innovations in the product line to make them more appealing and relevant
to current market needs.
 Crisis Management and Reputation Recovery: Implementing strategies
to manage any ongoing crisis situations and to recover the brand's
reputation.

Setting New Goals and Targets: Establishing new, achievable goals for
the brand to guide its recovery and future growth.

Brand auditing at the "Missmark" stage is crucial for understanding the

challenges faced by Cocoon Vietnam and for formulating strategies to navigate
the brand back to a position of strength and positive recognition in the market.

Conclusion, Cocoon is at the Trade Mark stage. Cocoon is in the process of

enhancing brand performance and developing products to reach the Love Mark
stage.

3.2 Brand Principles

Brand Meaning:
Cocoon means "cái kén" representing a nurturing "home" that cares for and
nurtures a small caterpillar until it transforms into a beautiful and splendid
butterfly. Cocoon thus symbolizes a "home" for caring for the skin and hair of
Vietnamese people, helping them become more beautiful, complete, and shine
in their own way. Cocoon was created with a simple purpose: to beautify
Vietnamese people using familiar, local ingredients. Nature in Vietnam
generously offers a rich plant world, from fruits to herbs, containing valuable
nutrients not only delicious to eat but also beneficial for the skin and hair.

Cosmetics, like food, are "nutritious dishes" that enhance human beauty. With
societal progress, people tend to seek plant-based foods for health protection.
Alongside this mindset, vegan cosmetics have become a popular trend among
those who live a green lifestyle. This is the very reason that drives Cocoon to
research and continuously introduce 100% vegan cosmetic products that retain
the full nutrients of Vietnamese plants, being safe, benign, not using animal-
derived ingredients, and refraining from animal testing.

Vision:
To become the most popular and favored vegan cosmetic brand in Vietnam.
Mission:
Cocoon was created to bring you healthy, youthful, and vibrant skin and hair
from simple and familiar ingredients that you consume every day. Cocoon
always bears a mission in mind: to apply the benefits of the surrounding food
combined with scientific understanding to create safe and effective cosmetic
products for everyone. The difficult journey to true beauty is not yours alone;
Cocoon will accompany you on this journey. Always and forever.

Core Values:
Bringing the benefits of food and pharmaceuticals around us, combined with
modern science to create safe cosmetic products with high efficacy, suitable for
a wide range of users.

Philosophy:
Cocoon's team loves nature and is passionate about discovering familiar
ingredients in the daily lives of Vietnamese people, from vegetables and fruits,
to perfectly retain their nutrients in cosmetic products. These foods are rich in
vitamins, antioxidants, and minerals to enhance skin health. What could be
better than applying them to your skin in the most complete way possible?
Through research and testing, formulas have been developed and perfected,
fulfilling the Vietnamese desire for safety and effectiveness.
For Cocoon, what is applied to the skin must be safe, effective, and not animal-
derived.

Commitment:
100% clear and safe ingredients for the skin: this is Cocoon's absolute
promise and commitment. All ingredients in Cocoon products have certificates
proving their origin from domestic and international suppliers. All cosmetic
products are researched for 12 to 24 months, tested to pass microbiological, pH,
temperature stability, and irritation tests (according to the standards of the
Japanese DRC center with a branch in Thailand) and must fully comply with the
regulations of the Ministry of Health of Vietnam. Cocoon products are
formulated without harmful ingredients like parabens, formaldehyde, phthalates,
hydroquinone, triclosan, etc. Cocoon prohibits hundreds of harmful ingredients
and regularly updates this list according to the standards of the Vietnamese
Ministry of Health.

100% vegan: Cocoon does not use animal-derived ingredients commonly found
in cosmetics, such as honey, beeswax, lanolin, sheep placenta, snail secretion,
shark liver oil, silk, etc. Instead, Cocoon maximizes the potential of plant-based
active substances and extracts.

100% never tested on animals: Cocoon's cosmetic formulas are researched

and tested using laboratory tests (in-Vitro tests) or on volunteers (in-Vivo tests).
Simultaneously, the ingredient suppliers also commit not to conduct animal
testing during their research and production processes. Cocoon proudly
participates in the global Leaping Bunny program by Cruelty Free International
and the Beauty Without Bunnies program by PETA. These are two of the
world's most prestigious animal protection and cruelty-free commitment
programs. In particular, Leaping Bunny is considered the global "gold standard"
for cosmetics, personal care, and household products. To date, over 1,000
brands worldwide have been approved in this program.

All Cocoon cosmetic products are approved by the Leaping Bunny and PETA
programs and feature the "rabbit" symbol on their packaging, helping consumers
easily recognize them. Cocoon adheres to policies and actively monitors
suppliers to ensure that its products continue to comply with the criteria of
Leaping Bunny and PETA.
Additionally, Cocoon products are 100% vegan, registered by The Vegan
Society - a long-standing educational charity worldwide that provides
information and guidance on various aspects of vegan living. With the
"sunflower" symbol, The Vegan Society is also one of the most prestigious
certifications for products free of animal ingredients and not tested on animals.

Cocoon is proud to be a 100% Vietnamese-made cosmetic

brand. 3.3 Brand Guidelines Brief

Logo:
 Source: cocoonvietnam.com

Memorability: The Cocoon logo, featuring an image of a girl in traditional Áo

Dài and a leaf hat, can create a strong and memorable impression due to the
combination of Vietnamese cultural elements and natural colors. The word
"Cocoon" is specially designed to enhance the brand's distinctive recognition in
the typography part of the logo.

Meaning: The logo portrays a serene yet lovely countryside girl wearing a
"Vietnamese hat" in brown and orange tones of the terrain in mountains and
plains, evoking the beauty of Vietnamese women. It signifies that Cocoon's
organic cosmetics help Vietnamese women become more beautiful and
confident. Cocoon is a close friend who always accompanies Vietnamese
women. The combination of traditional imagery and natural colors also
represents the brand's commitment to sustainability and environmental
friendliness.
Likability: The blend of traditional cultural elements and nature can generate
positive emotions and strong connections with customers, especially those
interested in culture and the environment.

Transferability: This logo may not be easily transferable to international

markets due to the clear representation of Vietnamese culture, and it includes
the line “the COCOON original VIETNAM,” but it is very suitable for the
domestic market and can attract attention in places with Vietnamese
communities.

Adaptability: The logo can be easily adapted in marketing materials and

product packaging, thanks to its simple but striking design.

Protectability: Due to its unique design, this logo can be protected as a

copyright or trademark.
Font: Similar to Supra Extended Bold, a sans-serif, straight font.

Source: myfonts.com

Color: Hex color #fae3d4, #c79a5c, #896f35, #0b0b0b. Main color is #c79a5c,
an auburn (yellowish brown) color.

Source: ginifab.com
The auburn color is an interesting shade with many meanings and emotional
connections. Typically, it evokes feelings of warmth, comfort, and rustic charm.
It also brings to mind earth and nature, creating a sense of durability and
reliability. In design and marketing, brownish-orange can be used to convey
messages of stability, trust, and comfort.

POSM:
Display Island: Cocoon sets up a shelf to comfortably display a variety of
Cocoon products, attracting attention and making an impression on customers.
 Source: brandsvietnam.com

Standee: The standee is designed not merely for display purposes but primarily
to support the business in conveying its message and serving advertising and
marketing functions. Cocoon utilizes the standee combined with the campaign
of exchanging old bottle cases for new products to convey the message "Live
green with Cocoon every day," attracting customers and affirming Cocoon's
brand as environmentally friendly.
 Source: brandsvietnam.com

Tester: Cocoon places product samples at their stall to give customers the
opportunity to experience the products firsthand, helping them to better
understand the products before making a purchase decision. Right at the sample
area, Cocoon displays a certification from the PETA organization to help
consumers easily recognize the products as vegan and not tested on animals.
 Source: brandsvietnam.com

Products: Cocoon's products are categorized according to different areas of the

body. In addition, it is also classified according to each skin or hair problem,
classified according to product ingredients such as: Hung Yen Turmeric, Dak
Lak Coffee,....

Total: 70 product

Skin Care:
- Sunscreen (3)

- Makeup Remover (5)

 - Facial

Cleanser (7)

- Facial Exfoliant

(1)

- Face Mask (6)

 - Toner (4)

- Serum (6)

- Moisturizer (6)

- Facial

Mist (1)
 Hair Care:
- Shampoo (3)

- Hair Mask (1) - Conditioner (1) - Hair

Tonic (3)
- Hair Serum (1) Bath & Body Care: - Body Exfoliant (13)

- Body

Wash (3)
 - Body Mist (2)

- Body Lotion (2)

Lip Care:
- Lip Exfoliant (1) Lip Moisturizer (1)
 Source:
cocoonvietnam.com
3.4 Brand’s 4P activities overview
● Product:
- Cocoon:
Cocoon is very smart when it comes to keeping up with the beauty
trends that people are interested in today, which are Vegan (vegan
products) and Cruelty Free (not tested on animals). The above
factors have helped Cocoon attract potential customers and position
its brand.

As beauty issues become more and more necessary, we are more

careful with what we use on our skin and promote humanitarian
factors, vegan cosmetics are a trend chosen by many people. In
Vietnam, Cocoon is known as one of the pioneering domestic
brands in this field. They launch safe, benign vegan product lines,
made from Vietnamese plants and not tested on animals.

Besides, Cocoon is a 100% made-in-Vietnam cosmetics company,

the ingredients are taken from Vietnamese nature and all
ingredients are guaranteed to have proof of origin, such as coffee
beans. Dak Lak, Ben Tre coconut or Hung Yen turmeric,... and do
not use substances with particles for the skin. Because of these
factors, Cocoon has scored points with customers and is trusted by
everyone.

Currently, Cocoon has nearly 70 different product lines such as

skin care products, hair care, bath & body care products,.... diverse
products and suitable for many skin types.
 All Cocon products are researched and tested for 12 to 24 months
before being put on the market and fully meet regulations and
market circulation according to the regulations of the Ministry of
Health of Vietnam. Cocoon also commits that products are not
tested on animals during the research and production process.
- Co Mem
Co Mem is a business known for its beautiful product lines with the
slogan "Lành và thật". Cỏ Mềm focuses on ingredients that are
benign and real in the value each product brings. The ingredients
from Co Mem are all natural, originating from pure Vietnamese
herbs such as: coffee powder, honey, herbs. herbs, vegetable oils...
are combined together into many types of products with relaxing
aromas, safe for users.

100% of Co Mem products have quality declaration numbers and

are tested according to Ministry of Health standards before being
circulated on the market.

Co Mem is steadfast in developing a line of natural products that

are safe for health, effective in quality and environmentally friendly
- always maintaining its position as the leading TRUSTED Natural
Cosmetics Brand in Vietnam.

Co Mem products are very diverse and suitable for many different
skin types. In particular, there are also aromatic essences that help
people relax more.

● Price:
- Cocoon:
Regarding Cocoon's marketing strategy regarding price, Cocoon
focuses on penetration pricing strategy and psychological strategy
to increase brand awareness in the market. The company's products
are priced at a mid-range level from 160,000 VND - 260,000 VND,
so Cocoon's products attract all classes of customers. The company
also offers many beauty combos at prices lower than retail
purchases for customers to choose from.

For a market where vegan products that use 100% natural

 ingredients are still quite rare, Cocoon pricing products at this price
range is an effective strategy. This makes it easier to encourage
customers to use a new product. At the same time, product pricing
is not too low, helping Cocoon maintain its position as a high-
quality brand.
- Co Mem:
Co Mem products are also at an average price range from 100,00
VND - 350,000 VND corresponding to the value of the materials
that make up the product. The above price is quite suitable for the
income of students and office workers. They can access and
experience clean products created by Co Mem.

With ingredients of natural origin and verified transparency of

ingredients, with that price, Co Mem can penetrate deeper into the
beauty market and can compete with other brands.

● Place:
- Cocoon:
Regarding the distribution system, Cocoon's marketing strategy is
to distribute products widely so that customers can easily access
them. Currently, Cocoon products are available at more than 300
retail points nationwide at cosmetic distribution systems such as
Watsons, SammiShop, Hasaki,... Besides traditional stores, Cocoon
also sells online. on two official websites: cocoonvietnam.com and
myphamthuanchay.com along with e-commerce channels such as
Shopee and Lazada.

- Co Mem:
Currently, Co Mem has up to 32 stores nationwide, concentrated in
big cities to fully meet the consumer needs of customers. Besides,
the brand also has its own sales website as well as sells on e-
commerce platforms such as shopee, lazada,... to reach customers
as quickly as possible.

● Promotion:
- Cocoon:
Not only is it a vegan cosmetics company with a commitment to
beauty and health, Cocoon is also a brand that positively inspires
 users by implementing many meaningful programs such as:
"Campaign to grow trees from old plastic jars." of Cocoon on Earth
Day 2020", "Exchange old bottles to get new products" with
messages and purposes of protecting the environment, saving
electricity,...
Cocoon has also been very successful in using social networks to
promote its image and products. Specifically, Cocoon takes full
advantage of the power of social networking platforms such as
Facebook and Instagram to interact and connect with customers. In
particular, the campaign "Discover Vietnam" and "Queen" Chat
combined with rapper Suboi. Both campaigns have helped the
company not only increase sales but also increase brand awareness
and promote many new products to consumers.

Furthermore, Cocoon and AAF have signed a contract to launch a

limited edition "Joining hands to protect bears" of the product Dak
Lak Coffee to clean dead skin on the body. For each limited edition
sold, Cocoon will contribute 10,000 VND to the Animals Asia fund
in Vietnam so that the fund can carry out tasks such as:
• Rescue bears in captivity.
• Maintain operations of the conservation center.
• Improve bear habitat, maintain nutritious meals for bears.

3.5 Brand Analysis in SWOT

● Strengths:
- Cocoon:
Promote demand for natural cosmetics: Today, many consumers
place top priority on choosing products made from natural
ingredients that do not cause skin irritation. Cocoon, with its
commitment to using natural ingredients, has attracted attention and
trust from many customers.

Domestic cosmetics market share is increasingly strong: In the

cosmetics market, Cocoon has built a strong position as the
domestic cosmetics market share is increasing compared to
international cosmetics. Vietnamese customers tend to favor
products made from Vietnamese ingredients, and Cocoon has taken
 advantage of this to dominate the domestic market.

The products are more than just cosmetics: They demonstrate

respect for the lives of all species through their commitment to not
using animal ingredients. This has attracted love and support from
the majority of customers who care about the environment and
animals.

Encouraging "Using Vietnamese goods": The Vietnamese

government is encouraging people to support and use Vietnamese
goods. Cocoon is proud to be a cosmetic brand from Vietnam and
has taken advantage of the "Use Vietnamese products" campaign to
build trust from customers and create consensus with national
trends.

Reaching customers through e-commerce: With today's e-

commerce trend, Cocoon has taken advantage of this to reach
customers quickly and effectively. Brand promotion becomes easy
on media channels and social networks, helping Cocoon effectively
reach target customers.

- Co Mem:
There is a closed process from R&D to retail to consumers.
Commitment that all materials are transparent and of clear origin.
Benign product, suitable for both pregnant mothers and children
over 3 years old.

Products are manufactured in a quality factory system, meeting the

standards of the Ministry of Health. Moreover, there are many store
branches nationwide, a private space for customers to shop with a
highly qualified and certified product development team.

Good customer care system, customers will receive a free

consultation before purchasing.

Co Mem purchases raw materials from many different farm areas,

this minimizes dependence on one supplier.
 Strong in online sales activities through e-commerce sites
(specifically, Shopee has 344 thousand followers, Lazada has 15
thousand followers)
Co Mem has more than 32 retail locations nationwide so it will
reach customers better

● Weaknesses:
- Cocoon:
Product design issues: One of the challenges Cocoon is facing is in
product design. Cocoon products are often packaged in quite large
jars, and the jar lids are not designed to ensure sturdiness. This can
make it difficult for consumers to carry the product on trips or in
their everyday bags.

Packaging and product security issues: Cocoon product packaging

is simple and has no special security. This easily causes the product
to be counterfeited, affecting the reputation of the brand. Cocoon
needs to ensure that its products are tightly protected and free from
counterfeiting.

Products in jars and files: Cocoon's products are often designed in

jars, which can cause difficulties in hygiene and convenience
compared to tube products. In addition, Cocoon's makeup remover
particles are also quite large, which can cause mild irritation if used
vigorously on the face. Cocoon's cream is quite thick, leading to
product consumption each time you use it.Currently, Cocoon does
not have a retail store but only sells cosmetic systems

- Co Mem:
Marketing activities are not strong, Co Mem does not invest much
in advertising on social networking sites.

Products currently only have 1 size such as Anti-dandruff Shampoo

(250ml), Toc May Herbal Shampoo (300gr), Herbal Hair Shampoo
(70gr/10 packs). Co Mem is not available in packets or mini forms.

Co Mem packaging is quite simple and nothing stands out.

Products with large sizes are not convenient to carry on trips.
 The level of brand recognition for the shampoo product line is still
at an average level.

Not strong at distribution points such as grocery stores,

supermarkets,...

● Opportunities
- Cocoon:
Pure Vietnamese raw materials: Cocoon uses domestically sourced
ingredients such as pennywort, coffee, squash... This brings a
competitive advantage when the brand has a domestic supply of
cosmetic ingredients. They have the ability to control and
proactively source raw materials, helping to ensure quality and
sustainability in production plans.

Unique with plant extracts: Cocoon has built a unique product line,
with 100% plant extracts. This creates a powerful difference and
helps Cocoon stand out in the crowded world of cosmetics

Reasonable price: Cocoon has set the price of cosmetic products

reasonably, suitable for the income of the majority of Vietnamese
people. This is a great opportunity because this brand can attract a
diverse range of customers in the middle and low segments,
including students, office workers, workers... Cocoon has shown its
ability to reach a large number of customers through setting
reasonable prices for their products.

Wide presence: Currently, Cocoon has covered more than 1,000

cosmetic systems and stores across 63 provinces and cities. This
creates great opportunities for customers to easily access and
experience Cocoon products. A widespread presence helps Cocoon
build and maintain customer trust in the brand.
- Co Mem:
Co Mem products are associated with "green" and environmentally
friendly criteria. This will create a good impression on customers
who care about this issue.
After Covid-19, consumers tend to use benign products with
 natural ingredients and good for health.

The Vietnamese cosmetics market tends to develop rapidly.

Consumers tend to switch to online shopping due to the
convenience it brings.

● Threats:
- Cocoon:
Competition from international cosmetics: The entry of famous
international cosmetic brands has created significant competition
for Cocoon. They have to compete with global brands in terms of
reputation and product quality.

Fiercely competitive market: The cosmetics market is becoming

fiercely competitive in all factors such as source of goods, price,
and promotions. Cocoon faces constant pressure to improve and
find the best strategy to compete in this environment.

Changes in shopping habits: After the Covid-19 pandemic,

customers' shopping habits have changed. They often buy online
through technology platforms. Cocoon needs to invest in promotion
and expansion to help the product reach users quickly in this
changing environment.

Preference for foreign products: Although Cocoon has built

reputation and quality, Vietnamese people still favor cosmetic
products from abroad. This creates challenges in competing and
attracting customers.

- Co Mem:
Today, there are many vegan and benign products on the market.
Co Mem products have quite high prices, which will cause Co
Mem to be overlooked by consumers during the purchasing
process.
Sales on e-commerce platforms are fiercely competitive as more
and more brands have joined these platforms.
 Conclusion:
Cocoon is a Vietnamese vegan cosmetics brand, specializing in producing
cosmetics such as scrubs, shampoos, shower gels,... with natural
ingredients. The products are boldly Vietnamese by combining beauty
cosmetics with familiar foods such as coffee, and coconut…

Compared to Co Men, Cocoon's brand recognition is higher, the design is

simpler and more eye-catching. Cocoon has major campaigns to protect
animals and the environment, hitting the right psychology of today's
customers. Cocoon has major media campaigns that target the psychology
of customers who love animals and protect the environment. Cocoon's
campaigns are very effective and bring high revenue to the brand.

Co Mem has up to 43 stores nationwide, while Cocoon is only present in

cosmetics distribution systems and on e-commerce platforms. Soft Grass
promotes communication through its fan page on Facebook, which has
more reach and followers than Cocoon.

The weakness of both brands is that the packaging is quite large and
neither product is more convenient to carry.

IV. Brand Exploratory

We conducted a survey and received 135 responses. Based on these results, we
have an analytical report.

The survey exhibits a gender imbalance, with 67.4% of participants being

female. The survey successfully attracts a significant proportion of the younger
population, especially in the 18 - 24 age group with 80%, followed by the 24 -
40 age group. Fewer participants fall below 18 years old and above 40 years old.
 Image 1: Do you regularly use cosmetics?

More than 3/4 of the survey participants reported regular use of cosmetics, with
females accounting for 60.15% of the total user base.

The majority of participants are regular users of cosmetics, indicating a

significant market for beauty products. The gender distribution among cosmetic
users leans towards females, suggesting a potential opportunity to explore and
cater to the preferences and needs of male users.

Image 2: Have you ever used products from Cocoon before?

According to image 2, nearly 70% of survey participants stated that they have
used at least one product from Cocoon, with 22.22% being male and the
majority being female.
A significant portion of the surveyed participants has experience with Cocoon
products, indicating a notable market presence. Both male and female
participants have engaged with Cocoon products, showcasing a diverse user
base. However, the number of male users is still quite small.
Out of the 92 Cocoon product users, a notable 50 individuals have used the
exfoliating scrub. This particular product stands out for its ingredients, including
coffee, sugar, and turmeric, which are currently popular and well-received.
Following this, other popular products include sunscreen, makeup remover,
facial cleanser, hair conditioner, and lip balm (Image 5). The majority of users
have been using these products for 0 to 6 months. And a significant portion of
users have been loyal to Cocoon products for 6 months or more with
approximately 27%.

"Vegan cosmetics", "environmentally friendly", and "close-knit" are the most

commonly used terms by users to describe Cocoon. It can be observed that
Cocoon has positioned its brand quite well as a vegan and eco-friendly
cosmetics brand with ingredients sourced entirely from nature. Additionally, the
"close-knit" aspect is demonstrated through communications about how Cocoon
establishes a connection with the local community, such as "COCOON
ACCOMPANIED WITH DAK LAK FARMERS", or campaigns for animal
protection that garner significant attention, including from product users.
Following this, is the reputation, no tested on animals and the gentleness of the
experience that cocoon brings to users.

Up to 37% of users rated Cocoon's packaging as beautiful and 42.4% thought it

was very eye-catching, accounting for nearly 80% of the total. This is also one
of the factors that makes Cocoon stand out from other competitors in the same
segment and is one of the reasons why customers buy Cocoon's product. And
specifically, the strengths of Cocoon that customers evaluate are as follows.
More than 50% of Cocoon users believe that the brand has the following
strengths:
● Attractive packaging design: has been highly appreciated by users ● High
product quality: recognition for high product quality indicates customer
satisfaction and confidence in Cocoon's offerings. This is an
important factor that is crucial for maintaining a positive brand image and
customer loyalty
● Commitment to sourcing materials responsibly
● Good pricing, with many promotions

The majority of people surveyed said they are interested in and follow Cocoon's
posts on social networks. With the survey information analyzed above, we
found that the content customers are interested in can be mentioned as: social
activities, engagement with farmers, promotional activities, and so on.

Overall, the positive feedback indicates that Cocoon has successfully built
strengths in key areas, contributing to a favorable brand image. However,
Cocoon also needs to focus on maintaining the image and values that both its
products and brand convey to foster a strong connection with customers.

Brand association with The Cocoon Vietnam

From the information collected in the above survey, Cocoon Vietnam's brand
association is shown as follows:

Brand Resonance Pyramid

Brand Salience: Brand salience measures various aspects of the awareness of
the brand and how easily and often the brand is evoked under various situations
or circumstances (Keller 2013). According to the survey, 65.9% of respondents
can recognize the Cocoon brand when looking at the brand's logo, although this
logo does not include its brand name. When it comes to the vegan beauty
industry, up to 68.1% of respondents immediately think of Cocoon. That
indicates Cocoon has done quite well in building brand awareness. Ideally,
consumers would think of Cocoon whenever they want to buy cosmetics.

Brand performance: Brand performance describes how well the product or

service meets customers’ more functional needs (Keller 2013). Cocoon has
strived to meet customers' diverse cosmetic needs and enhance their overall
experience by offering a variety of skincare and haircare products with diverse
designs. Furthermore, they also provide a wealth of useful information on how
to use their products effectively and how to better care for your skin. Based on
the survey, of those who have used Cocoon's products, 80% of the male
customers said that Cocoon has met their needs at a level exceeding 80% and
79% of the female customers also said that (Image 3) .80% all of them said that
the Cocoon products’ packaging has good designs. Although female customers
tend to be more discerning in evaluating the effectiveness of skincare products,
Cocoon has performed very well in meeting that expectation, and the most
widely used product is the exfoliating scrub.

Image 3
Brand imagery: Brand imagery depends on the extrinsic properties of the
product or service, including the ways in which the brand attempts to meet
customers’ psychological or social needs (Keller 2013). As a vegan cosmetics
brand that actively engages in social responsibility such as scholarship programs
and aiding stray dogs and cats, Cocoon creates an image of being friendly, and
warm.

Brand judgments: Brand judgments are customers’ personal opinions about

and evaluations of the brand, which consumers form by putting together all the
different brand performance and imagery associations (Keller 2013). Cocoon
has performed well in meeting consumer needs. Moreover, the brand has gained
significant trust from its customers. As much as 95.6% of respondents indicate
confidence in the product's origin and the commitments made by Cocoon as
declared through various communication channels.
Brand feelings: Brand feelings are customers’ emotional responses and
reactions to the brand (Keller 2013). With the use of main ingredients such as
locally sourced agricultural products closely associated with the Vietnamese
people, such as coffee, winter melon, and pomelo, Cocoon has evoked a positive
emotion among its customers. The Cocoon brand brings its customers a warm,
close-knit, and friendly.

Brand resonance: Brand resonance describes the nature of this relationship and
the extent to which customers feel that they are “in sync” with the brand (Keller
2013). Cocoon has performed exceptionally well in establishing relationships
with its customers, with an impressive 83.6% of customers willing to wait for
Cocoon's products to be restocked, even when other brands are available and
they need that cosmetic line. Brands have also stimulated customer engagement
with the information they post on internet platforms. And up to 71.7% of
respondents said that they would recommend Cocoon to others. At the final step
of the Brand Resonance Pyramid model, Cocoon did a great job.

Conclusion: Through this model, we have observed that although Cocoon

initially struggled to establish a strong brand identity with the general consumer,
the brand has performed exceptionally well with customers who have used
Cocoon products. The brand has excelled in showcasing product quality,
eliciting positive emotions from customers, and building loyalty relationships
with them.

V. Reflections and Recommendations

1. Reflect
Cocoon is a vegan cosmetics brand aimed at young people. Overall, Cocoon is
doing a good job of providing beauty products to customers. Along with that,
Cocoon made a strong impression in creating good values for the community.

Besides, Cocoon is still having some problems:

Customer experience: Lack of connection with customers because Cocoon

does not have a Store, all buying and selling activities take place on the e-
commerce platform and at direct stores through third parties.

Perception: Difficulty in proving the product's immediate effectiveness.

Customers often want to see immediate results of products, requiring brands to
provide programs to increase customer awareness.

Product competition: Facing vegan cosmetic brands domestically (Cỏ Mềm,

Cocayhoala,...) and foreign (Sukin,...)

Competition for brand recognition: Counterfeit and imitation goods

Product: Cocoon has not achieved consistency in design and

printing. Discount policy: Not consistent across sales channels.

Media: In early 2023, Cocoon was involved in a wave of controversy related to

products that had an impact on building reputation and establishing brand
reputation.

2. Recommendation

Customer experience
Increase connections with customers by considering opening Cocoon stores or
partnering with reputable partners to enhance the offline shopping experience.
According to the survey, more than 60% people use Cocoon for less than 6
months, while vegan cosmetics will need long-term use to see clear results.
Therefore, Cocoon can develop a sales App, monitor-consult, provide better
customer care services, and create attractive incentives and promotions to retain
customers.

Awareness
Implement a strong communication strategy in demonstrating product
effectiveness. Organize events, collaborate with Celebrities, KOLs and
Specialists to demonstrate the performance of vegan cosmetics.

Create educational content to increase customer awareness about the benefits

and uses of vegan products.

Competition on products and brand recognition

Organize marketing campaigns targeting the unique characteristics of the
product. Focus on factors such as the origin of ingredients from Vietnamese
regions, non-harmful ingredients, not tested on animals, positive impact on the
environment and bringing value to the community.

Strengthen brand protection measures. Contact authorities to handle

counterfeiting and imitation goods and protect intellectual property rights.

Discount policy
Create a uniform and fair discount policy for all sales channels to create
consistency in product pricing.

The media
Cocoon needs to implement an active communication strategy to strengthen its
image, reputation and trust in the brand. Focus on the production process, the
value and quality of the product. Increase interactions on social networks and
share positive messages about the brand.

Product:
According to the survey, male customers are also interested in and using
Cocoon products with 22.22% of the total number of users participating in the
survey. Cocoon can add product lines for men such as men's facial cleanser,
men's shower gel, men's body lotion,... and other basic care products with a
simple, strong and modern design that could be a good strategy to expand the
customer base.

VI. Appendices

Keller, K.L. (2013) Strategic Brand Management. Boston Mass., London:

Pearson Education.
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www.brandsvietnam.com. (2022). Cocoon – Thương hiệu mỹ phẩm Việt thuần

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Jan. 2024]

https://docs.google.com/spreadsheets/d/1M_UnsnsFNRIeFp0aUqekJOXtSHfP_
2pp3oczeaVS1Wc/edit?usp=sharing