Certainly, the 4Ps in marketing refer to Product, Price, Place, and Promotion.

These are key elements in a marketing strategy

Element Description

-With the advancement of society, people tend to look for plant foods to protect
their health. With this mentality, vegan cosmetics have also become a favorite of
many people pursuing a green lifestyle => 100% of ingredients have clear origins
and are safe for the skin.

Product lines of Cocoon: Made in Vietnam with 100% vegan, Cocoon does not
use ingredients of animal origin commonly found in cosmetics such as honey,
beeswax, sheep placenta, shark liver oil, silk, etc. Instead, they utilize and
maximize the potential of active ingredients, extracted from plants without the
support of ingredients of animal origin. According to MISA AMIS (2023)
Cocoon's commitment to natural and organic beauty products is one of the brand's
strongest differentiators.

Design and color: Cocoon's marketing strategy on product design always

emphasizes simplicity but still retains beauty and elegance. Mainly warm colors
and decorative graphics representing the product name.
- Product information such as ingredients, uses, and instructions for use are clearly
printed on the product. Logo, brand name, warranty stamp, batch number,
production date, barcode... are all printed on the packaging and box.
Product life cycle
In 2013, the Vietnamese beauty market had limited production of beauty care
products, but Cocoon emerged as a prominent name in the industry over the last
three years. The brand's appealing design and humane message have contributed to
its success. Cocoon's products are derived from common plants like coffee, mint
leaves, eucalyptus oil, which are beneficial for all skin types and do not require the
use of animal-derived materials.

Product

Price -Costs consistent with product value:

Appropriate cost for the product is Cocoon's marketing strategy and has been
carefully calculated. Cocoon company's products are sold on the market and have
many different prices depending on the product. =>With such a price, Cocoon
 Element Description

products are suitable for all customers. In fact, Cocoon's products are not only
affordable but also very good quality, so they attract all audiences. Unlike many
high-priced "essential" cosmetic brands, Cocoon builds a mid-range pricing
strategy targeting a broader audience. Although the products are very natural, safe,
and benign, the price only fluctuates between 120,000 VND - 260,000 VND
(Jamina, 2023).

- Different pricing strategy compared to competitors:

Cocoon, a company that specializes in cosmetics from Vietnam, has employed
several pricing tactics to attain its objectives. These strategies include:
Value-based pricing: Cocoon places great emphasis on the superior quality and
efficacy of its products, thereby justifying its premium pricing in comparison to
rival brands. They prominently showcase the utilization of natural ingredients,
meticulous manufacturing procedures, and rigorous dermatologist testing to
substantiate their elevated price range.
Segmented pricing: Cocoon's pricing strategy is set to suit the needs of various
customer segments and usage patterns by categorizing its products and setting
different prices accordingly.
Promotional pricing: Cocoon utilizes a strategic approach by offering discounts,
bundle deals, and flash sales to entice potential customers, create excitement, and
increase revenue during targeted time frames.
Bundle pricing: Cocoon often provides bundle pricing, which involves combining
various products at a reduced price. This approach aims to incentivize customers
to buy additional items and ultimately boosts the total value of their orders.

Place Cocoon's marketing strategy has introduced many forms of distributing its
(Distribution) products such as: social networks, stores, official distributors, the Internet... That is
the deciding factor in Cocoon's success or failure.
Cocoon currently has 6 stores in Hanoi and 6 stores in the Ho Chi Minh city.
However, customers from other provinces can easily buy Cocoon products through
the official website.

In addition, most of Cocoon's product distribution points have their own websites,
Element Description

helping customers have many flexible purchasing methods. The distribution of

Cocoon branches makes shopping easier for customers (Amis ,2020).
=>This creates goodwill for customers and shows that Cocoon always chooses
what is best for customers.
Stores that are officially distributing genuine Cocoon products are located in
locations with many beneficial factors for sales such as suitable parking spaces,
dense residential areas, and harmonious outdoor layout. These locations are
convenient for customers to go back and make purchases. Store space is also one
of the factors that makes customers trust you.

Promotion Strategy for customers to deeply understand the product

- Understand the origin of raw materials

Cocoon always searches for familiar ingredients in Vietnamese life from

vegetables, tubers, and fruits and puts them into complete, nutritious cosmetics
(Cocoon ,2023). These foods are rich in vitamins, antioxidants and minerals,
which can promote healthy skin. Through research and testing, the formula was
formed and perfected. They worked and met the expectations of the Vietnamese
people: safely and effectively.

- Use Social media marketing channels

Cocoon's Marketing strategy involves leveraging social media platforms to arrange

minigames, aiming to entice customers, motivate them, and offer rewards to the
victorious participants (Malu Design,2023).

In particular, with the “Discover Vietnam” marketing campaign taking place in

August 2020, Cocoon uses Social Media Marketing through attractive Minigames
on the main Facebook Fan Page with easy playing rules, aimed at introducing new
product lines to customers. Players just need to comment and tag friends in the
Minigame post. A joining link will be sent directly via Messenger via Chatbox.
The prize is a vegan product line with roses from Cao Bang and coffee from Dak
Lak.

-Discount: On Black Friday, Vietnamese Women Day, Valentine Day, Cocoon,

World Vegan Day, Cocoon offers 10% discount on each product, buy one free
 Element Description

one,.

-Leverage influencer marketing

Taking advantage of the development of Influencer Marketing, Cocoon Company

has cooperated with many famous Beauty Bloggers such as Beauty Blogger Trinh
Pham, Dao Ba Loc,.. . Cocoon's marketing strategy is very smart when taking
advantage of its influence. The great influence of celebrities in increasing user
accessibility, creating trust and convincing them to choose the brand's products.
These four elements work together to form a comprehensive marketing strategy,
often referred to as the "marketing mix," which businesses use to effectively reach
and satisfy their target customers.

ACTION PROGRAM

illustration:

Step 1: Players just need to comment and tag friends in the Minigame
post.

Step 2: A joining link will be sent directly by Cocoon via Messenger via
Chatbox
The prize is a line of rose vegetarian products from Cao Bang and coffee
from Dak Lak
ILLUSTRATION FOR PROPOSED ACTION PROGRAM

Strategic objectives:
Use visual elements like plant-based, vegan, Vietnamese logos to represent overall
marketing goals (e.g. brand awareness, customer acquisition, etc.).
Target audience:
Include an image or icon that represents the target demographic.
Use visual cues to highlight key demographics, such as age groups or interests, and
product affordability at different price points.
Marketing Channel:
Create sections or roadmaps that illustrate different marketing channels (e.g. social
media, email, influencer marketing).
Connect each channel to its respective goal or purpose, for example connecting a
link from Facebook or Instagram to a sales website or product activities.
Timeline:
Present a timeline or diagram to showcase the proposed sequence of marketing
activities.
Use color-coded segments to differentiate stages or campaigns.
Cooperation and Collaboration:
Actively seek and cooperate with potential distributors, customers or
representatives.
If possible, include logos or symbols that represent potential collaborations or
partnerships.
Highlight how these partnerships contribute to the overall marketing strategy.
Interaction strategy:
Show interactive elements like contests, polls, or user-generated content to
increase engagement.
Use visuals to demonstrate the expected impact of these strategies.

Element Description
 With the advancement of society, people tend to look for plant foods to protect
their health. With this mentality, vegan cosmetics have also become a favorite
of many people pursuing a green lifestyle => 100% of ingredients have clear
origins and are safe for the skin.

100% vegan: Cocoon does not use ingredients of animal origin commonly
found in cosmetics such as honey, beeswax, sheep placenta, shark liver oil, silk,
etc. Instead, they utilize and maximize the potential of active ingredients,
extracted from plants without the support of ingredients of animal origin.
According to MISA AMIS (2023) Cocoon's commitment to natural and organic
beauty products is one of the brand's strongest differentiators.

Design and color: Cocoon's marketing strategy on product design always

emphasizes simplicity but still retains beauty and elegance. Mainly warm colors
and decorative graphics representing the product name.

- Product information such as ingredients, uses, and instructions for use are
clearly printed on the product. Logo, brand name, warranty stamp, batch
number, production date, barcode... are all printed on the packaging and box.

The prestige and quality that Cocoon is committed to is first of all shown
through the source of pure Vietnamese ingredients in lands such as Thanh Hoa,
Hoa Binh, Dak Lak, Tien Giang,... Perhaps this is something that not many
Product brands can do. . Vietnamese cosmetic brands can do things like Cocoon.
 -Costs consistent with product value:

Appropriate cost for the product is Cocoon's marketing strategy and has been
carefully calculated. Cocoon company's products are sold on the market and
have many different prices depending on the product. =>With such a price,
Cocoon products are suitable for all customers. In fact, Cocoon's products are
not only affordable but also very good quality, so they attract all audiences.

- Different pricing strategy compared to competitors:

Compared to the product prices of other competitors such as Innisfree,

Lancome, The Body Shop, Cocoon's products are suitable for all classes of
customers (Viet Phuong, 2023) . Although it has not been on the market for
long, Cocoon seems to have left far behind its "big guys" in the Vietnamese
cosmetics market.

What Cocoon does is not only bring high quality products, sophisticated design,
and convenient use, but the brand also brings profound values to users. Cocoon
also provides a variety of different payment methods: Cash payment, bank
Price transfer, payment via e-wallet, mobile payment.
 Cocoon's marketing strategy has introduced many forms of distributing its
products such as: social networks, stores, official distributors, the Internet...
That is the deciding factor in Cocoon's success or failure.

Cocoon currently has 6 stores in Hanoi and 6 stores in City. Ho Chi Minh.
However, customers from other provinces can easily buy Cocoon products
through the official website.

In addition, most of Cocoon's product distribution points have their own

websites, helping customers have many flexible purchasing methods. The
distribution of Cocoon branches makes shopping easier for customers
(Amis ,2020). =>This creates goodwill for customers and shows that Cocoon
always chooses what is best for customers.

Stores that are officially distributing genuine Cocoon products are located in
locations with many beneficial factors for sales such as suitable parking spaces,
dense residential areas, and harmonious outdoor layout. These locations are
Place convenient for customers to go back and make purchases. Store space is one of
(Distribution) the factors that makes customers trust you.
Strategy for customers to deeply understand the product

- Understand the origin of raw materials

Cocoon always searches for familiar ingredients in Vietnamese life from

vegetables, tubers, and fruits and puts them into complete, nutritious cosmetics.
These foods are rich in vitamins, antioxidants and minerals, which can promote
healthy skin. Through research and testing, the formula was formed and
perfected. They worked and met the expectations of the Vietnamese people:
safely and effectively.

- Products are beneficial for health

When the products of cosmetic brands made in Vietnam were still labeled
"mixing cream", the appearance of product lines from Cocoon has become a
new beauty for the Vietnamese cosmetics industry.

As a vegan cosmetics brand, Cocoon's products are not only beneficial to health
but also bring many benefits to society.

Cocoon's Marketing Strategy here is a combination of a good story with a

unique brand image. In each image, Cocoon's products always aim to protect
the environment, which is also the guiding principle throughout.

- Use Social media marketing channels

Born in the context of strong social network development and taking advantage
of Cocoon's swot model, the brand quickly took advantage of the attraction
from social networks to deploy marketing strategies by participating in social
activities.

-Leverage influencer marketing

Taking advantage of the development of Influencer Marketing, Cocoon

Company has cooperated with many famous Beauty Bloggers such as Beauty
Blogger Trinh Pham, Dao Ba Loc,... Cocoon's marketing strategy is very smart
when taking advantage of its influence. The great influence of celebrities in