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The Cocoon Original Vietnam is a natural vegan Vietnamese cosmetic brand. Cocoon belongs to Nature Story Cosmetic Co., Ltd – Vietnam. Cocoon products are completely natural and are committed to not testing on animals. 6 years ago, Cocoon officially launched to users with two main products: squash extract and pomelo peel extract, which specializes in treating acne and fading dark spots. At this time, Cocoon began to receive a lot of acceptance from consumers. But not stopping there, after 3 years of investment in research and product improvement, Cocoon has officially returned and successfully conquered Vietnamese consumers in a new professional look with outstanding quality. On September 2020, Cocoon was certified “not tested on animals and vegan” by the global animal welfare organization PETA. In November 2020, Cocoon officially became the first Vietnamese brand to be approved by The Leaping Bunny program of CrueltyFree International – one of the most famous programs to ensure the production process is not tested on animals, in its commitment to not testing on animals.
HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES INFORMATION TECHNOLOGY FACULTY OF FOREIGN LANGUAGES FINAL PAPER THE COCOON SUBJECT: CORPORATE COMMUNICATION GROUP NAME: OUR ĐẸT-TI-NI CLASS: HA1002 LECTURER: HUYNH NGUYEN KIM PHUONG SUBMISSION DATE: JANUARY, 2023 TABLE OF CONTENTS I RESEARCHING 1 CORPORATE IDENTITY CORPORATE REPUTATION GAP BETWEEN CORPORATE IDENTITY & CORPORATE REPUTATION 10 II OBJECTIVES OF COCOON .12 III PLANNING .12 IDENTIFY & PRIORITIZE TARGET STAKEHOLDER GROUPS 12 IDENTIFY THEMED MESSAGES 14 DEVELOP MESSAGE STYLES .15 DEVELOP A MEDIA STRATEGY 17 IV EXECUTION 18 V TOOLS OF MEASUREMENT & EVALUATION 24 VI RISK MANAGEMENT 25 VII BUDGET 28 REFERENCES 30 MEMBER LIST FULL NAME STUDENT ID Huỳnh An Thịnh 20DH711388 Phan Gia Nghi 17DH710604 Hà Tấn Phúc 20DH711617 Nguyễn Thị Thu Thảo 16DH710280 Nguyễn Thị Anh Thư 20DH714145 Đỗ Thị Kiều Trang 20DH712013 Nguyễn Thanh Tùng 20DH710223 Trần Khánh Duyên 20DH713707 Bùi Mỹ Dung 20DH714534 I RESEARCHING CORPORATE IDENTITY Corporate Introduction - Corporate history: The Cocoon Original Vietnam is a natural vegan Vietnamese cosmetic brand Cocoon belongs to Nature Story Cosmetic Co., Ltd – Vietnam Cocoon products are completely natural and are committed to not testing on animals years ago, Cocoon officially launched to users with two main products: squash extract and pomelo peel extract, which specializes in treating acne and fading dark spots At this time, Cocoon began to receive a lot of acceptance from consumers But not stopping there, after years of investment in research and product improvement, Cocoon has officially returned and successfully conquered Vietnamese consumers in a new professional look with outstanding quality On September 2020, Cocoon was certified “not tested on animals and vegan” by the global animal welfare organization PETA In November 2020, Cocoon officially became the first Vietnamese brand to be approved by The Leaping Bunny program of Cruelty-Free International – one of the most famous programs to ensure the production process is not tested on animals, in its commitment to not testing on animals - Brand name: Cocoon is like a ‘house’ to incubate small worms and nurture them to turn into lovely, beautiful butterflies one day In this sense, The Cocoon Original Vietnam is the home for the Vietnamese people’s skin, hair, and body, making you more beautiful, perfect, and bright on your own It was born for a simple reason to enhance the beauty of Vietnamese people with simple ingredients Cosmetics, like foodstuffs, offer people beauty as ‘nutritious foods’ People tend to look for plant-based food to protect their health Together with this mindset, vegan cosmetics became a favorite trend in the green lifestyle for many people Therefore, Cocoon is continuously researching and launching 100% vegan cosmetic products which maintain all Vietnamese plant nutrients, safely and benignly, not use animal ingredients, and don't test on animals - Year of establishment: It was established in 2013 by a Vietnamese Company - Nature Story Cosmetics - Product: Cocoon has main categories of their products A Skincare: ● Cleaning oil ● Micellar water ● Cleanser ● Toner ● Face polish ● Serum ● Cream ● Mask B Body care: ● Hand soap ● Shower gel ● Body polish ● Body lotion C Haircare: ● Hair tonic ● Hair serum ● Shampoo ● Hair conditioner D Lip care: ● Lip balm ● Lip scrub Vision: With the desire to raise the level of Vietnamese cosmetics, and to sell products widely around the world, in the next years, Cocoon will continue to improve product quality and become the leader in the cosmetics industry in Vietnam Mission: They were born to give Vietnamese people healthy skin, hair, and body from simple ingredients that they eat every day They always keep one mission in their mind: applying the benefits of food around us combined with scientific knowledge to create cosmetic products that are safe and effective for everyone The arduous journey to true beauty is not your own task, they will accompany Core values: Quality - Safe - Natural - Conscientious - Environmental friendliness Some successful campaign: - Social Media Ads combined with Gamification Cocoon’s marketing strategy uses extremely smart Social Media Ads when “coordinating” with the Gamification tool Gamification is the process of applying game components Typically: techniques, methods, rules of the game and other factors… Since then, Cocoon applies to communication activities to create motivation and excitement for users Gamification works based on the mechanism of capturing customer psychology, arousing their ‘competition’ Gamification’s purpose is to inspire or reward an action a customer takes Specifically, here, Cocoon’s marketing strategy is a form of Minigame Accordingly, Cocoon’s Discover Vietnam campaign has been implemented since August 2020 The company uses Social Media Ads through Minigames on the main Fanpage with easy playing rules Aim to introduce customers to new product lines This activity is divided into phases: Phase – Cao Bang Organic Roses and Phase – Dak Lak Coffee When participating, players only need to comment, tag friends on Cocoon’s Minigame post A link to join will be sent directly via Messenger using Chatbox The rewards customers receive are a line of rose vegan products from Cao Bang and coffee from Dak Lak With these easy games, Cocoon Discover Vietnam’s Marketing strategy has received a lot of attention and participation from everyone From there, increase interaction for the company’s Fanpage Proving that Cocoon’s Marketing Strategy has brought a strong viral effect - Create a different brand image Cocoon’s Discover Vietnam campaign reinforces a strong brand image With commitments not to use animal materials; not tested on animals; Cocoon gradually created an important “hit” in the Vietnamese cosmetics industry On the other hand, the Marketing strategy of Cocoon Discover Vietnam has always associated product images with many different local regions of the country Thus, increasing the pride and prestige of the product In particular, helping to gain the trust of Skincare enthusiasts Cocoon’s marketing strategy has completely captured everyone’s love when building a ‘unique’ brand image in the current cosmetic market Cocoon’s unique brand image is always aimed at protecting the environment This is also the guideline throughout Brand * Success in Marketing strategy of Cocoon: Cocoon's effective Marketing strategy has more than 7,100 participants; >3000 comments in both phases; order closing rate increased by >20%; The number of orders increased by >300 orders compared to normal Cocoon’s marketing strategy develops the message to the right target customers about using healthy organic products, free of harmful chemicals Cocoon is a testament to a Local Brand that uses a skillful and flexible Social Media Ads strategy CORPORATE REPUTATION Positive In the overall picture of the Vietnamese cosmetic market, Cocoon is known as a brand that positively inspires users because it always chooses a development path based on the sustainability of the ecosystem and respect for the lives of all species Cocoon actively implements many meaningful programs with messages of environmental protection and green preservation for the planet such as: “Exchange old bottles to receive new products”, campaign “plant trees from old plastic jars of Cocoon” on Earth Day 2020 The program to sow more green sprouts for life: donate succulents, air plants; environmental month program – “Exchange old bottles, get new products” Since February 2022, Cocoon started a campaign which their customers can exchange the old bottles of Cocoon to receive new products The campaign “Love from the first time” took place in March 2022, Cocoon uses social media through attractive Minigames on the main Facebook Fanpage with easy playing rules, for the purpose of introducing and reviewing products for new customers and give gratitude gifts while clearing the bad rumors about Cocoon to those who have used them Players only need to post a public post about their first impressions when using the product with a picture of that product Then, comment and 16 tag your friends on the Minigame post The reward is shopping voucher along with gift set of Cocoon body care products DEVELOP A MEDIA STRATEGY Activity Detail Target Audience Time Channel “Comprehend Your Skin” campaign Female, aged The campaign is 15-40 expected to help 500-600 clients to remove all of their previous doubts about our product’s quality (Launching the free skin scanning event) Then, creating a survey to obtain customer’s feedback about Cocoon’s products From April to August 2023 Cocoon’s official page on Facebook & Website Removing the misinformation - Managing a team to website research and collecting all the misleading information Female, aged 15-40 From April to August 2023 Cocoon’s official page on Facebook & Website, Online newspaper (Tuoi Tre online, Zingnews, ) Female, aged 15-40 From to 12 April Cocoon’s Facility, Tiktok, Youtube - Making a direct contact with people who make these fake news A TVC (Filming a promoted video to support for the campaign) - Carry out making a video about the manufacturing process of Cocoon’s products 17 - Booking influencer, Beauty blogger – Trinh Pham - Make viral clips Talk-show session Booking influencer such as: Giang Oi, Vo Ha Linh, Suboi and PhD Doctor Tran Ngoc Anh Also, a Q&A session will be included to stimulate the interaction between the guests and the audiences Female, aged 15-40 From 16 April to 20 May 2023 The live-stream will be published on Cocoon’s Facebook & Cocoon’s Tiktok’s account A mini-give away game A mini give away will be hold during this talkshow session Female, aged 15-40 From 16 April to 20 May 2023 Cocoon’s Facebook homepage IV EXECUTION “Comprehend Your Skin” campaign Time: From April to August 2022 Main purpose: Understanding the customers’ demands and accompanying them on the journey of fighting against misinformation and unsatisfactory about the products Stage 1: PROMOTION Activities Time Content Guest 18 Platform / Place Purpose Misinformation From Elimination Feb - Managing a Cocoon’s to team to Eliminate official page false June web on information 2023 researches Facebook & on unofficial and collecting Website, websites all the Online misleading newspaper information (Tuoi Tre - Making a online, direct contact Zingnews, ) with people who make these fake news - Confronting them and using tortuous interference if it’s necessary A TVC From The TVC’s Beauty Cocoon’s To give our (Filming a to 12 content will blogger facility customers an promoted Feb include some – Trinh Pham video to 2023 essential how Cocoon’s support for the information products are campaign) about the created => manufacturing Emphasizing process of the safety and Cocoon’s transparency products in the overview of manufacturing process to gain more 19 trust from customers Talk-show From 16 Organizing a Influencers The live- Providing session Feb to 120-minute and stream will online 20 live-stream dermatologists be audiences an March with helpful such as: Giang published opportunity to 2022 information Oi, Vo Ha on hold questions about skincare Linh, Suboi Cocoon’s about products and and PhD Facebook & product’s skin treatment Doctor Tran Cocoon’s quality experiences Ngoc Anh TikTok’s Also, a Q&A account session will be included to stimulate the interaction between the guests and the audiences A mini-give From 16 A mini give Cocoon’s Attract away game Feb to away will be Facebook client’s 20 hold during homepage attention on March this talk-show the campaign 2022 session Offer the Prizes: opportunity Cocoon’s for customers cosmetic sets to try out (costs by Cocoon's 2,000,000 products VND) and a year of freely using the skin scanning 20 service at Cocoon’s facilities Stage 2: EXAMINATION Activities Time Content Guest Platform / Place Purpose Product From Inviting Cocoon’s Re-establish the examination 22 ordinary guests Facebook customer’s trust March with varying homepage, to 29 skin condition Cocoon’s March to commit and Instagram 2022 experience account, Cocoon’s Cocoon’s products within official months website During this testing session, each of these attendees will be carefully checked & thoroughly consulted by a group of skincare experts from Cocoon These experts will give them a daily skin treatment 21 direction and the professional guidance with Cocoon products Collecting the results and publicizing it on social platforms when the examination has already finished Launching the From Giving The event Gaining trust free skin May to customers a will be held from customers scanning event June free skin- at the and helping them 2022 scanning commercial to understand services and centers such more about consultation as Van Hanh Cocoon’s Introducing Mall, Giga products customers Mall, Aeon essential items Mall to improve their skins Allowing clients to test the brand's items to have a hands-on Experience with the products 22 Stage 3: SUMMARY & PURCHASE Activities Opinion gaining Time Guest Content Platform / Purpose Place Cocoon’s Gaining official customers’ 16 July customer’s Facebook opinions about the 2022 page previous event Cocoon's and given products Any products From 10 Creating a to survey to obtain feedback about remaining questions about the untruthful information and product’s quality will also be collected thoroughly Closing Talk- 20 July Answer show session 2022 the Vo Ha The closing Gain remaining Linh, session will faith question Trinh be held customers' in the at product and Hanh increase the collected in the Pham, Van previous and mall and also brand's survey PhD be Officially Tran streamed on the product is safe publish the Ngoc examination’s Anh value live- Demonstrate that Cocoon's and acceptable for official page a wide range of results after on Facebook skin months (using & Cocoon's ages Assist with photos and official the eradication of videos to Tiktok false information prove) and account 23 types and publishing the mini-giveaway result Purchasing time From Giving 10% All stores Increasing 22 July discounting display brand’s to Cocoon and 31 vouchers to the the identity expanding in brand’s market August previous products 2022 event’s the country attendees 15% off for customers with total bill over 699k V TOOLS OF MEASUREMENT & EVALUATION Misinformation Elimination This event will happen on cocoon’s official page so we will count the number of viewers who can approach the event to evaluate the success of event We will know how the event working or not through how viewers react in the comment A TVC (Filming a promoted video to support for the campaign) The success of event will based on the viewers of the video and how people react to it Talk-show session Based on the number of viewers and interaction between audiences and guests in the talk-show time Counting the likes and comments in cocoon’s event post 24 A mini-give away game After the events, according to a number of participants to evaluate the success of event Calculate the number of viewers who can reach the event Product examination Based on how viewers reaction and the change of attendees Launching the free skin scanning event Counting the number of participants, after the event we will have customers doing surveys Opinion gaining Counting the number of customers’ feedbacks about cocoon’s products, and the likes and comments in cocoon’s post to evaluate the success of event Closing Talk-show session Based on the viewers and interaction between audiences Counting the likes and comments in cocoon’s post to evaluate Purchasing time Counting the revenue after the events and the number of sold-products VI RISK MANAGEMENT Risk of Dispute: How Cocoon Resolves Disputes? Identifying risk: Controversies, complaints, bad comments about Cocoon products purchased from the official Cocoon website Controlling risk: Any controversy, claim or dispute arising out of or related to transactions at Website cocoonvietnam.com shall be prioritized to be resolved by 25 negotiation and mediation In case it cannot be resolved, it can be resolved at arbitration and/or a court in accordance with current Vietnamese law Unplanned risks: How does Cocoon solve when a customer's order has a problem? Identifying risk: Delivering wrong orders to the customers ( Sending missing or excess products; The customer has paid but he/she doesn’t receive the product) – Controlling risk: When an error occurs with a customer's order, Cocoon will contact the customer for instructions on handling or cancelling the customer's order, depending on the specific case Cocoon is not responsible to you when an order is canceled, except for a refund if you have paid but have not received the product Cocoon will not be responsible if the customer's purchase process does not take place according to regulations or due to force majeure including but not limited to hackers, authorities, riots, war, accidents, terrorism, epidemics, fires, storms, floods, technical problems, interruptions of public utilities (including electricity, telecommunications, or Internet) or transportation under force majeure conditions Service Risk: How to solve when there is a problem with delivery time? Identifying risk: delivery too late Controlling risk: there are still limitations and delays due to objective reasons such as holidays, Tet, difficulty finding delivery addresses, delays in delivery services, etc Cocoon hopes customers understand for reasons beyond our domination In case there is a delay in delivery, Cocoon will immediately notify the customer and will continue to deliver or assist in canceling the order if the customer wants We will not be responsible for delivery delays except for refunds if the customer has paid but has not received the product Product risk: How does Cocoon deal with defective products from customers? Identifying risk: The products have passed the expiry date, damaged products in transit,… Controlling risk: Customers need to record the video of opening the goods and checking the product quality as evidence in case they want to contact Cocoon again to 26 exchange, return, product warranty or complain about product-related problems that customers have received Identifying risk: Short shelf life: due to the characteristics of ingredients and only using available vegetable oils as storage solvents, The Cocoon's products have a relatively short shelf life after opening, usually less than months Controlling risk: Cocoon has cooperated with many newspapers to explain why its products have a low shelf life because Vegan cosmetics not use preservatives, so the shelf life is also much shorter than other cosmetic brands Limited product capacity: The fact that businesses not diversify the capacity of products but can only market small and medium sizes due to their short shelf life, which means that the cost of packaging and packaging great The psychology of customers preferring to use cheap large-volume goods can cause obstacles in choosing to buy The Cocoon cosmetics Controlling risks: The Cocoon has launched strategies to sell products in combos to reduce prices for customers Reputation risk Identifying risks: The status of counterfeit goods, poor quality imitation goods: The popularity and popularity of The Cocoon is also the "foundation" to create the fake The Cocoon Counterfeit goods are of poor quality, widely displayed and much cheaper than the real thing, with almost identical packaging, making it difficult for consumers to detect This easily gives customers a false impression of the quality of The Cocoon products Controlling risks: The Cocoon has an official announcement on its facebook fanpage, warning consumers to be careful and alert in purchasing Besides, The Cocoon also through articles on its personal page to provide customers with ways to distinguish fake and genuine products 27 VII BUDGET BUDGET SUMMARY SUMMARY OF EXPENSES Budgeted Expenses Actual Expenses Facebook (Livestreams & Giveaway) 40,000,000 VND 40,000,000 VND Youtube 20,000,000 VND 20,000,000 VND Tiktok 30,000,000 VND 30,000,000 VND Cocoon’s Official Website (Promoting) 5,000,000 VND 5,000,000 VND Electronic newspapers (Zing, Beauty Newspaper, Women’s Magazine) 15,000,000 VND 15,000,000 VND Hanging Banners 2,000,000 VND 2,000,000 VND Total Expenses: 172,000,000 VND Total Acutual Income: 170,000,000 VND 28 Influencers 50,000,000 VND 50,000,000 VND Others 10,000,000 VND VND 29 REFERENCES Chiến lược Marketing Cocoon: Mỹ phẩm chay người Việt (2021, November 10) Misa Amis Corporation From https://amis.misa.vn/29454/chien-luocmarketing-cua-cocoon/ Cocoon - Thương hiệu mỹ phẩm khởi nguồn xu hướng sống xanh (2021, April 29) Để Mai Tính From https://demaitinh.vn/my-pham-thuan-chay-cocoon/ Điều khoản bảo mật (n.d.) Cocoon Vietnam From https://cocoonvietnam.com/trang/dieu-khoan-bao-mat Điều kiện chung (n.d.) Cocoon Vietnam From https://cocoonvietnam.com/trang/dieu-kien-chung Chính sách bán hàng (n.d.) Cocoon Vietnam From https://cocoonvietnam.com/trang/chinh-sach-ban-hang Cảnh báo hàng giả (2021, June 16) Facebook https://www.facebook.com/CocoonVietnamOfficial/posts/4046962915399304/ 30 From