Marketing plan 2023

Lecturer and Tutor: Ms. Pham Thi Thai Quynh

Group 4 – Tutorial 2
Vu Thi Thanh Hien ID: 2104040042

Phung Ngoc Linh ID: 2104000060

Vu Thi Huong Nhung ID: 2104010079

Ngo Thi Huong ID: 2104000051

 Table of contents
1. Summary executive

2. Company introduction

3. Current marketing situation

3.1. Internal environment
3.2. Micro environment
3.3. Macro environment

4. SWOT Analysis

5. Main Issues

6. Marketing Objectives

7. Marketing strategy

8. Action Plan

9. Illustration

References
 1. Summary
executive
Nowadays, the concept of "vegan" not only refers to a
completely plant-based diet but also represents a "green"
lifestyle, which has been applied in people's daily routines all over
the world. In recent years, consumers pay great attention to
skincare products that are safe, benign and nurture their beauty.
The Cocoon Original Viet Nam, in particular, is one of the domestic
cosmetic brands that has made positive impressions on
Vietnamese consumers and is considered to be a phenomenon in
this potential industry. Nevertheless, The Cocoon still experienced
some business problems that need to be thoroughly analyzed.
In order to improve its marketing plan and boost the company
outcome, this research would clarify and evaluate the current
business performance and main issues and propose a new
strategy. First, it is fundamental to get a deep insight in the overall
business portfolio, internal environment, micro and macro
environment. In addition, based on the collected data, this paper
points out main issues, marketing objectives, thereby, strategizing
a new marketing plan and recommending some main steps to
launch action programs.
 2. Company
introduction
The Cocoon Original Vietnam, established in 2013,
is a vegan cosmetic brand from Vietnam belonging
to Nature Story Cosmetic Co., Ltd - Vietnam. It
provides customers with personal care products
that are considered 100% natural without testing
on animals. Step by step, after some very first years
of innovation and investment, Cocoon conquered
Vietnamese belief with professional appearance,
outstanding quality with affordable price. The
brand continuously takes advantage of available
natural ingredients such as: squash, Dak Lak coffee,
coconut oil from Ben Tre, roses from Cao Bang to
bring in the very "Vietnamese" Cocoon, create the
brand identity and market positioning in the
industry. Moreover, The Cocoon commits to carry
out the responsibility in maintaining environmental
sustainability, being cruelty-free on animals and
saving the world by implementing annual
meaningful campaigns. Despite being a very new
name in the market, Cocoon has caused a lot of
buzz when seriously bringing its vegan
commitments to the international level.
 From these unremitting efforts, in
November 2021 Cocoon received
an award in the "Inspiring Brand"
category at the Asia Pacific
Enterprise Awards (APEA 2021) .

The Cocoon was born to give

customers a healthy, youthful and
vibrant skin and hair from simple
and organic ingredients. Their
mission is to apply the unlimited
advantages of food in different
local areas combined with
scientific investigation to create
cosmetic products that are safe
and effective for everyone.
The logo shows a gentle image of a
Vietnamese young woman wearing
Ao Dai and the conical hat - two
well-known symbols in Vietnam.
Established with an inspiring
mission, The Cocoon would like to
honor Vietnamese women, cherish
the very "pure beauty" of every
individual, help them to become
gorgeous and shine in their own
ways.

"Cocoon" means smooth threads

that surround particular insects
before they develop into adult form.
The Cocoon Vietnam hopes to
become a " home " to take care of
Vietnamese skin, hair, get rid of
acnes, dark spots and turn
customers into "radiant butterflies".
 Current
marketing
3. situation
3.1. Internal environment
3.2. Micro environment
3.3. Macro environment
 3.1. Internal environment
Current business performance
Cocoon is the first natural vegan
Vietnamese cosmetic brand from
Nature Story Cosmetic Co.,Ltd -
Vietnam. From establishing to the
present, Cocoon always develops and
improves to bring customers
satisfaction. In the developing process,
Cocoon has released many kinds of
cosmetic products, namely: skincare:
micellar cleansing water, cleanser,
face mask, toner, serum, face polish...;
haircare: pomelo shampoo -
conditioner,...body lotion, shower gel,...
09/2020
Be recognized as "not tested on
animals and vegan" by People for
the Ethical Treatment of Animals 11/2020
(PETA)
Be approved by the Leaping
Bunny program of Cruelty - Free
08/02/2022 International - a well-known
program to ensure the production
Launched "join hands to protect process is not tested on animals
bears together with AFF". Each
limited edition of product was 05/05/2022
sold will contribute 10,000 VND Launched the "collect old
to AFF fund. batteries - protect the earth"
program. After one month, over
01/11/2022 2.5 tons of old batteries were
Launched the "Join hands to end collected.
elephant riding" program. Cocoon
sells limited edition from 1/11-
11/11 with a preferential
program: BOGO.
Product
When beauty issues are increasingly necessary, people are more and
more careful with cosmetics used for the skin and promote
humanitarian factors, Vegan cosmetics are a trend that many people
choose to purchase. The Cocoon has caught up with this trend to
position the brand and attract customers in the market.

Cocoon's product lines are made entirely in Vietnam with completely

natural ingredients, with a clear origin, 100% commitment not tested
on animals, safe and benign for skin and hair. Cocoon's cosmetic
formulas were researched and tested through in-Vivo tests. Before
being launched on the market, Cocoon products must undergo 12-24
months of research and quality evaluation many times on different
criteria such as irritation, pH, and microbiology... In particular, these
products must meet the regulations and rules of circulation on the
market according to the regulations of the Ministry of Health.

Born in 2013 when the Vietnamese market was still limited in

producing beauty care products, but in the past 3 years, Cocoon has
risen to become a remarkable name in the beauty market with its
catchy design and its humanity message is evident to a greater
extent. Cocoon's products are extracted from familiar plants such as
coffee, mint leaves, eucalyptus oil, Ben Tre coconut oil... beneficial for
any type of skin without the need for materials that are made from
animals.
Price
In terms of price, Cocoon's products have prices ranging from
150,000 to 500,000 VND to suit all classes of users' budgets. In
addition, Cocoon also has a policy of free shipping for bills over
99,000 VND or BOGO. Besides, the brand also launched many
product combos with more preferential prices than buying individual
products.

Place
Since its establishment until now, with the trust and support of
consumers, along with the constant efforts of the brand
development team, Cocoon's products have been sold at more than
300 distributors of the system distribute leading cosmetics
nationwide such as Guardian, Sammi Shop, Hasaki, Coco Shop,... and
more than 200 other selling points.

Besides being sold directly at retail stores nationwide, Cocoon

products are also sold on the website system. In addition, along with
the development of technology, Cocoon also expands its sales on e-
commerce platforms such as Shopee, Tiki, Tiktok Shop, Lazada. Not
only that but Cocoon also actively participates in social platforms
such as Facebook and Instagram to increase sales as well as
promote brand image.

Recently, Cocoon has expanded its product distribution locations at

leading drugstores in Vietnam with more than 1000 Pharmacies,
582 An Khang pharmacies, and 21 Trung Son pharmacies in the
western provinces.
 Promotion
Advertising through social media
In order to enhance its reputation, Cocoon has devised a social media
marketing strategy that incorporates gamification (68.72 million users
in Vietnam). The most well-known is the Vietnam discovery campaign,
which was started in August 2020. In order to introduce new product
lines to customers, Cocoon utilized Social Media Ads through
Minigames on the main Facebook Fanpage with simple playing
guidelines. Players are limited to posting a comment and tagging their
friends in the Post Minigame post on Facebook as a result. After that,
a join link will be issued to you straight through Messenger, allowing
you to begin playing right away. The company's vegan product line
will be given to the winner. The "Explore Vietnam'' campaign of
Cocoon has gained a lot of attention and involvement thanks to this
simple game, bring about a powerful viral effect and boost fanpage
interaction.
Advertising through influencers
To promote products, enhance publicity, and foster
customer confidence in products, Cocoon has
collaborated with numerous well-known beauty
bloggers, including Trinh Pham, Dao Ba Loc,
youtuber Khoai Lang Thang, and female rapper
Suboi.
Branding itself as a natural vegan cosmetic "Made
in Vietnam" brand
By using only Vietnamese ingredients like Dak Lak coffee
and Ben coconut, pomelo, sachi, gotu kola, squash, bamboo,
Tien Giang cocoa butter, Cao Bang rose,... Cocoon has
established itself as a vegan cosmetics company that is
"Made in Vietnam." The best products are provided to
clients because Cocoon purchases these raw materials
directly from agricultural manufacturers and produces them
to meet CGMP standards set by the Ministry of Health.
Discount
On Women's Day, Valentine's Day, Earth Day, or
Black Friday, Cocoon offers a number of special
promotions, like a 25% discount on a combo of
cosmetic items or a buy one, get one free deal.
 3.2. Micro environment
Company
Top managers: Nguyen Ngọc Bao,
Nguyen Bao Tin, Phạm Minh Dung.

Operations: Cocoon works under the

mission of "applying the benefits of
food around us combined with
scientific understanding to create
cosmetic products that are safe and
effective for everyone.”
Also, there are no usages of animal-
related ingredients or animal testing.
Therefore, the human resources,
especially the creative team are the
people expertising in the cosmetic
industry and also caring about Suppliers
environmental problems. They care
about environmental issues and From Dak Lak coffee to Ben Tre
always keep in mind the mission of coconut or Cao Bang rose, every raw
the brand and introduce effective and material is purchased directly from
meaningful products. local farmers and agricultural
factories by Cocoon, undergoing a
Accounting: The finance department production process that meets CGMP
is concerned with making wise criteria of the Ministry of Health.
choices on the source of capital and
how to use the capital needed to The cooperation between Cocoon
carry out the top manager's plan. and local gardeners and agricultural
establishments solved two problems
at the same time: not wasting the rich
and good plant resources that
Vietnam is favored by nature and
contributing a hand to support the
country's agriculture, improving the
lives of Vietnamese farmers..
 Publics
Media publics: Cocoon can reach out to new
and potential customers through viral posts,
the advertisements or consumers' evaluation.
Government publics: the company's lawyers
provide consultation on the issues of product
safety, truth in advertising, etc.

Internal publics: Training programs are

required to give the efficiency of the
production process. Moreover, the policies of
the company such as insurance policy, holiday
rewarding policy also enhance the motivation
and creativity of the staff.
Entertainment activities for employees are
also held regularly to give them the relaxing
moments during work.

Customers
Cocoon's target customers are
Vietnamese women from 18 to
30 years old. The young aged
group having average income
would be in great demand for
mid-priced cosmetics. They
also have access to information
and are knowledgeable about
cosmetic trends, especially
being aware of the importance
of protecting the environment.
 Marketing intermediaries
Stores: Currently, the Cocoon brand is present at more than 300
points of sale at cosmetic distribution systems such as Watsons,
SammiShop, Hasaki,... and many other systems nationwide.
Online sales channels:
- Besides the traditional stores, Cocoon also sold online on two
official websites, cocoonvietnam.com and myphamthuanchay.com.
- Moreover, customers can conveniently make a purchase through
e-commerce channels such as Shopee and Lazada. In fact, the
Shopee account on Shopee platform has already attracted nearly
700,000 followers, hundred thousands of sales and received five-
starred evolution from these.
Competitors
Price competition: Compared to the product prices of other competitors
such as Innisfree, Lancome, The Body Shop, Kiehl's, Vichy, Cocoon's
products are affordable for all classes of customers.
The Cocoon coconut lip balm costs only 32,000 VND, which is considered
relatively cheap by most customers, while the highest-priced one is
855,000 VND, a six-course set of products.
Vegan cosmetic: There are some vegan cosmetics brand in Vietnam namely
Herb n' spice or Baresoul. However, Cocoon is the leading brand producing
humane cosmetics in general and vegan cosmetics in particular. This is the
only brand to receive the "Animal test-free & Vegan" certification by PETA -
the global animal welfare foundation. That makes consumers more
confident in buying Cocoon products.
Vietnamese competitors: Cocoon has to compete with other strong
cosmetic brands in Vietnam including Thorakao, Sao Thai Duong, etc.
Foreign competitors: Even when Cocoon is being favored by customers, this
small brand from Vietnam has encountered many big foreign competitors
such as L'oreal, Unilever, Shiseido,... which are old and large companies.
They are all brands, companies, have different types of products, and have
been in the beauty market for many years. Cocoon's weakness is that the
company is small and has a limited range of products.
3.3. Macro environment
Demographic
environment

Cultural
environment

Political
environment

Economic
environment

Technological
environment

Natural
environment
 Demographic environment
The target market of Cocoon is Gen Y and Gen Z (15-44), who are
described as Net Pyramids Net 2020 as the major population of
Vietnam. Therefore, if the population in these two age groups is bigger,
Cocoon can succeed and gain significant revenue.

In addition, the cost of medical supplies per family is currently above 12

million VND and is predicted to increase to around 24 million VND
during the next ten years. Consumers can have more freedom in
choosing to buy an item that is connected to health and beauty. The
increase in the number of people who care more about health and
beauty is an indication that Cocoon should improve its pricing strategy.
For Vietnamese consumers, Cocoon's products are quite reasonable
with prices ranging from 200,000 to 300,000 VND

Cultural environment
The appreciation and comprehension of other cultures has contributed
to Cocoon's success in the local market. Each Cocoon product uses
natural materials from Vietnam as its primary component. Vietnamese
consumers may easily satisfy their needs with Cocoon's products
because they contain traditional, natural, and healthy ingredients. For
instance, in Vietnamese culture, people frequently use the essential oil
from grapefruit peel to wash their hair and prevent rashes on their
scalps. Cocoon applied for and released a product line using grapefruit
essential oil as its primary component after realizing this. The strength
of Cocoon is its culture- focused marketing approach, which has enabled
the company's goods to steadily increase its market share in the
Vietnamese market.

Political environment
The corporation must take the law into account in order to sustain
legitimate commercial activities. Laws and governmental entities that
encourage or regulate businesses, organizations, and people in the
marketplace are included in the field of business law. This year, the
government has continued to roll out supportive policies like tax
lowering and reductions along with business promotion initiatives.
Product prices will be lowered as a result of the value added tax's 5%
reduction. From there, it is possible to increase domestic shopping
demand, easing the burden on firms' demands for working capital. This
could be a useful help for Cocoon in its efforts to lower product prices.
Economic environment
Expanding the upper class
Consumer spending increases as a result of changes in income,
such as the middle class's expansion. The middle class considers
discretionary expenditure and health consciousness to be more
likely with an annual income of $5,000 - $15,000. By 2030, 49% of
households will have an annual disposable income between $5,000
and $15,000, up from 33.8% in 2018, predicts Euromonitor
International. Additionally, people in the middle class are those
who are between the ages of 25 and 40 and have a steady job and
income. This is the market segment that Cocoon is focusing on. As a
result, a rise in the income of the target customer can enable
Cocoon to generate more product sales.

The recovery from the effects of the Covid-19 epidemic

Although Vietnam has already gone through the Covid-19
pandemic, Vietnam's economy is witnessing a substantial recovery.
In 2022, the percentage of people in formal employment rises by
19.4% compared with the percentage in 2021. Furthermore, in
comparison with 2021, real GDP growth in nine months of 2022
increases by 8,83%. This implies that people's income is more
stable and maybe higher, they intend to spend more money on
beauty and personal care products.
Technological environment
Adopt modern technology but still comply with and improve the
traditional recipes, the secret to beauty, the meticulous processing
stages, always clean and disinfect contact instruments during
production.
Using the secret formula from Tue Tinh with modern manufacturing
technologies, Cocoon has produced high levels of zucchini and
pomepods, which help to treat acne, freckles, and skin white
Concern for the safety of the new product: All the pre-market
cosmetic products were studied for 6 to 12 months in terms of
perception, PH, stability,.. To meet the closed and non-cross
contamination factors in the production stages, meeting the strict
conditions of the Ministry of Health of Vietnam.

Natural environment
Products contain natural ingredients, such as: differs, vegetables, tea,
and so on. Was the input material needed for Cocoon’s production of
various products. Vietnam has a hot climate prone to drought and
water shortage that affects the supply of raw materials. So, company
should prepare contingency plans for dealing with them.
Climate change and increasing environmental pollution affect the
skin and hair of people: black, tanned,dandruff hair,.. Don’t worry,
Cocoon has got the product that will solve the consumer moral
problem.
The producers pay attention to environmental protection and
humanity by building wastewater treatment system, using recyclable
bottles, veggie products and not animal testing.
 4. SWOT Analysis
Strengths
Brand values: Cocoon is a leading brand in vegan
cosmetics with deep brand values and positive
inspiration about the humanity and safety of products.
In addition, Cocoon is a national domestic cosmetic
company that contributes to promoting the policy that
"Vietnamese people use Vietnamese goods".
Products: a variety of cosmetics with beautiful designs,
modern production lines, high quality, and minimizing
the possibility of skin irritation. In addition, the price is
extremely reasonable, in line with the Vietnamese's
income.
Diverse distribution channels: Besides more than 300
retail stores of famous cosmetic distribution systems,
Cocoon distributes products across e-commerce
platforms, so it is easy for people to buy any of
Cocoon’s products.

Weaknesses
With the Vietnamese people's preference for foreign
goods and the stricter requirements on the value and
effectiveness of products, Cocoon cannot compete
with famous international brands.
The brand’s marketing campaign has not had a
breakthrough, and the creation and improvement of
product quality are still limited.
There are few incentives and promotions to attract
potential customers.
The business scale is still small, and the financial
potential is not strong enough to expand the
international market.
Opportunities
Vietnam's cosmetics market is now seeing rapid growth. In addition,
people are paying close attention to the contents of beauty products on
the market as they become more health-conscious. As a result, a certain
number of consumers have shown interest in vegan cosmetics, and this
number is predicted to rise. For a company like Cocoon, this is a
tremendous opportunity.
Vietnam's variety of natural resources is beneficial for the production of
creative works. As a result, the professors can conduct research and
discover novel ingredients for fresh, efficient products.
Vietnam belongs to ASEAN countries; Cocoon will enjoy tax incentives
and easy exports. Vietnam is an ASEAN member; therefore, Cocoon will
benefit from tax incentives and simple exports. Taking advantage of that
chance, Cocoon's products will be kept at an average price to be easily
accepted by consumers in major cosmetic markets such as Thailand,
Malaysia, Singapore, etc.

Threats
The packaging design is simple, so there are goods
on the market that stealthily use Cocoon's logos and
labeling. Furthermore, the lack of strict enforcement
in the current counterfeit control system will damage
the brand's reputation.
Many brands will switch to vegan cosmetics once
vegan cosmetics really become a significant trend.
Therefore, the competition in the future will be even
fiercer. In addition, customers who have high
expectations for Cocoon items are likely to choose
alternative products from competitors if they are not
satisfied with the quality or performance.
 5. Main Issues
The Vietnamese cosmetic market is
heavily influenced by foreign
cosmetics from countries such as
the UK, the US, France, and
especially Korea. Vietnamese
consumers also tend to be more
foreign. Founded in 2014, the big
challenge is that The Cocoon is
quite young and unstable. Cocoon
has to compete for a place in the
market compared to foreign brands
at a directly competitive price in the
vegan cosmetics segment, such as
NYX, The Body Shop, LUSH, Paula's
Choice,... These are all leading
brands, covering the world cosmetic The Cocoon spends a lot of
market. The strength of these money on market research,
brands is that they have existed for competitor research, and
a long time, earning the trust of advertising campaigns so that
customers and high brand customers can know the brand
awareness. Due to homegrown and use the brand's products.
businesses, Cocoon has not In addition, the characteristics
experienced much competition in of the cosmetic industry, which
the domestic vegan cosmetics require sales skills, product
sector. For this market category, knowledge, and service
there is no clear-cut investing processes from employees,
orientation. However, the market must be outstanding, so the
has a high level of competition for cost to train a full-fledged
foreign vegan cosmetic brands with employee is high. With the
market share in Vietnam. growth of e-commerce,
delivery is an area of great
interest for all manufacturers,
but the large shipping costs
create a cost gap.
 The Cocoon has two main types of
distribution: direct stores and online
sales. However, this is a fairly new
vegan cosmetic company, so it has
not really covered the whole market.
Local availability of products is low,
and there is almost no distribution in
undeveloped locations. Cosmetics
are an extremely sensitive
commodity, but Cocoon is new, so it
has not gained much customer trust.
Compared with the distribution
models of other cosmetic brands,
Cocoon still has many shortcomings
in its distribution system. And this
needs to improve in the future if we
want to further develop this
cosmetic company.

The Cocoon's information system

consists of two main components:
the hardware and the network that
form the technical basis of the
system and the database of the
information. However, Cocoon cannot
completely control the price in the
market when each system has
different promotions. Therefore, it is
easy to have price and sales area
conflicts between the retail points of
the distribution systems because of
preferential policies from the channel
captain.
6. Marketing objectives
Understanding customers' wants and Cocoon's advantage,
Cocoon applied a "focused marketing strategy" to emphasize a
well-defined field. Because these marketing objectives require
Cocoon to serve a defined market segment better than their
competitors, Therefore, with other competitors in the field of
vegan cosmetics, especially strong competitors from Korea, the
USA, and the UK, Cocoon has made a better impression in
implementing its message. Through definite analytical
monitoring in Vietnam, it is more convincing because Cocoon's
process uses Vietnamese plants to create vegan products, so
the brand is considered to help reduce carbon emissions during
product transportation.
The company implements "green commitments" such as saying
no to microplastics; packaging is made of paper-friendly
materials with no plastic coating; and product bottles are
recyclable. This action enhances Cocoon's reputation and shows
great concern for customers' health and the environment. With
eco-friendly business activities, Cocoon is arousing positive
energy and spreading the message about the environment.
As the first completely vegan and cruelty-free cosmetic brand in
Vietnam, Cocoon appears as a reminder to young consumers not
only to take care of their beauty but also to protect the natural
environment. With the branding campaigns "Discover Vietnam"
and "Exchange old bottles for new goods", Cocoon shows that
this brand always chooses the development path based on the
sustainability of the ecosystem and towards the national culture.
These actions can build better awareness for the next
generation, especially young customers, as they become more
and more aware of environmental protection and cultural
values.
 Specific 5M plan
From the above analysis, Cocoon has conveyed the message to users that cosmetics
are vegan, environmentally friendly, and not tested on animals. It is these meaningful
messages that have helped the Cocoon cosmetic brand come closer to users.
Each Cocoon product is clearly marked with the "Vietnamese Factor". Cocoon gives
users a map of the typical products of each country. Experience from Dak Lak coffee to
Ben Tre coconut; from Tien Giang cocoa butter to Cao Bang rose. Then other natural
ingredients, such as pomelo, sachi, gotu kola, squash, etc., undergo the production
process to meet the CGMP standards of the Ministry of Health.
Therefore, in order to develop further in the future, Cocoon is actively developing
marketing campaigns that want to bring its products closer to the public. But to do
that, Cocoon needs a specific 5M plan.

Message
"Clean Agricultural Products - Fresh
Cosmetics" : Promote agricultural
economy, raise awareness about the
great effect of vegan beauty.
Money
Estimated about 2 billion dongs
(VND) (cost of brand promotion,
contract with agricultural company,
cost of production materials, ...)
Measurement
Success: Increase interaction on social
networks; increase searches about
Cocoon on Google, Facebook;
increase sales for the product.
Risk: If one of the KOLs gets a bad
reputation while promoting Cocoon,
the trust level of the consumers
drops, the destructive crowd effect
will cause the quantity of demand to
reduce rapidly. The situation of Hoa
Linh pharmaceutical company is an
example.
Mission
Cocoon's cooperation and investment in
the national agricultural system
contributes to expanding business capital
and creating job opportunities for
Vietnamese farmers. Moreover, with the
mission of a vegan cosmetic brand, the
marketing campaign has built trust for
millions of consumers. Cocoon will make
the impression of a product that upholds
humanity and protects the environment.
Media
Building a new brand image on the media
platform
Create an unique trend and increase the
awareness of Cocoon with the hashtag
#GrowwithCocoon on Instagram, TikTok,
Facebook platforms.
Create and produce ads that bring both
the tradition of Vietnamese agriculture
and inspire Cocoon's efforts to reach the
world.
Organize product promotion events, invite
famous KOLs to experience and evaluate
products objectively. In addition, hire
famous KOLs to promote widely on
TikTok such as Trinh Pham, Call Me Duy,
Ha Linh,... in the beauty segment or
Khanh Ly, Tun Pham and famous singers
with various videos on trend.
 7.
Marketing
strategies
Product
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 =>
Cocoon has researched and continuously launched 100% vegan
cosmetics. Cocoon's product lines are made entirely in Vietnam with
completely natural ingredients, with clear origin, 100% commitment
not tested on animals, safe and benign for skin and hair.
As a consequence, it can be said that Cocoon is aware of and
responsive to its clients' needs; create a distinct mark for the Cocoon
brand, differ from competitors to competitors. Customers are more
likely to return and promote Cocoon to their friends if it meets their
expectations to a greater extent.
Cocoon is particularly concerned with product forms; all packaging is
made of environmentally friendly paper with no plastic lamination,
and all bottles are recyclable. Cocoon, in instance, incorporated
Vietnamese woodcarving tradition into the logos of foods such as
squash, coffee, sa-chi, and pomelo... resulting in goods that are
simple yet elegant and appealing.

Recommendation
Because the majority of the product
lines offered are skin care goods, but
hair care appears to be rather tiny,
and scalp care is just as vital as skin
care, Cocoon should provide some
additional hair production lines to the
market. Cocoon can consider using
locust leaves, guava leaves, … with
pleasant aroma to create shampoo,
conditioners, hair essences and hair
scrub. These make hair cleanser and
stronger; prevent hair loss, dandruff.
Price
Compared to product prices of other competitors: Innisfree, Lancome,
The Body Shop, Kiehl's, Vichy, … Cocoon prices are suitable for all
classes of customers. Cocoon's product costs range from 150,000
vnd to 500,000 vnd, which are in line with user budgets and please
clients. However, it is advisable to consider opening more sales - off
during the year, especially on Vietnamese holidays. In addition, the
product should be included with the purchase at a specified price. For
example, with an order of 500,000 VND or more, you will receive a
free lipstick or cleanser, similarly with an order of 800,000 VND you
will receive two lipsticks or another product of the equivalent value
of two lipsticks.
=> Cocoon is able to provide customers with superior products,
gorgeous designs, and ease of use, but also significant value. As a
result, Cocoon sells a product that has already been released by
other businesses.

Recommendation
Customers will remain interested
in the brands if they are offered
discounts. When firms discount
their items, customers tend to
buy more than usual.
Cocoon can be sold on particular
days of the month such as 6/6,
11/11, and so on, as well as
significant days of the year such
as 8/3, 14/2, and so on.
Place
During the development, Cocoon has constantly strived and reached to
assert its value in the market. Like other brands, Cocoon provides a
number of channels for customers to purchase its goods, including
online retailers, offline stores, authorized distributors, and social
media. 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. Cocoon is always looking to expand its sales
network across the country, with products widely distributed in retail
stores, e-commerce sites and pharmacies. Cocoon is now promoting
widespread distribution in order to provide clients with simple access
to items.
Cocoon is currently available in over 300 cosmetics stores around the
country, including Watsons, Sammi Shop, Coco Lux, Hasaki, and
others. Customers may visit and shop at these sites easily. One
element that influences whether people trust you is your store
environment.
Recommendation
Cocoon does not have an
official store, so in the
coming years they should
consider opening their own
flagship store in Hanoi and
Ho Chi Minh.
 Promotion
Cocoon is regarded as a brand that
positively inspires people by constantly
adopting a development route based on
ecosystem sustainability and respect for
all species' lives. Cocoon actively conducts
numerous significant programs with
messages of environmental conservation
and green preservation for the earth, such
as: "Exchange old bottles for new
products," campaign "plant trees from old
Cocoon plastic jars." These campaigns
have a goal of protecting endangered
animals, the environment and increasing
sympathy for customers, increasing brand
recognition.

Recommendation
Cocoon should actively advertise its
products such as Tiktok, Facebook,
Instagram ... Furthermore, Cocoon
should encourage influencers and
key opinion leaders (KOLs) to create
a promotional film to promote new
items.
Besides cooperating with Kols,
students in universities could be
potential customers. Cocoon can
aim to cooperate with universities to
promote the brand closer to
students.
 8.
Action plan
in 6 months
 9. Illustration
1. Tiktok challenge
Step1: Create a video recording of planting trees in
the old Cocoon product’s packages process or
reuse old bottles of Cocoon.

Step2: Post video on TikTOk with hashtag

#CocoonVietNam #GreenConsumption

✨The person who get the highest reactions will get ✨

First prize

Second and third

prize
 A celebration on Vietnamese Women’s day
20/10

Giang oi

Helly Tong
3. Demo flagship store
 References
The Cocoon Original Vietnam. (2020). Câu chuyện thương hiệu.
https://cocoonvietnam.com/cau-chuyen-thuong-hieu

VTV (2020). Cocoon - Tiên phong xu hướng mỹ phẩm thuần chay tại
Việt Nam.
https://vtv.vn/goc-doanh-nghiep/cocoon-tien-phong-xu-huong-my-
pham-thuan-chay-tai-viet-nam-20201016104903692.htm

Brands Vietnam. (2020). Hiện tượng mỹ phẩm thuần chay Cocoon tại
Việt Nam.
https://www.brandsvietnam.com/20676-Hien-tuong-my-pham-
thuan-chay-Cocoon-tai-Viet-Nam

Igenz. (2020). Phân tích chiến luợ̛ c marketing của Cocoon 2022.
https://igenz.net/phan-tich-chien-luoc-marketing-cua-cocoon/

Maneki.marketing. (2022). Chiến luợ̛ c marketing mix của Cocoon.

https://maneki.marketing/cocoon-marketing-strategy/#chien-luoc-
quang-cao-promotion

MarketingAI. (2023). Chiến lược Marketing của Cocoon: Hành trình

“phá kén” của thương hiệu mỹ phẩm thuần chay Việt Nam
https://marketingai.vn/chien-luoc-marketing-cua-cocoon/

All images. Internet.

 "When you use vegan and cruelty-free skincare
products, you’re actually doing your body a huge favor”
(Julia Teo)

Hopefully, a whole-hearted brand with clear mission

and vision like Cocoon will continue to spread value
of beauty together with responsibility in preserving
the environment.

Contact us via MS Teams:

2104000060@ms.hanu.edu.vn