GROUP ASSIGNMENT THE COCOON ORIGINAL VIETNAM MARKETING STRATEGY

INTRODUCTION

History of Cocoon

The Cocoon Original Vietnam is a natural vegan Vietnamese cosmetic brand

Cocoon, a brand under Nature Story Cosmetic Co., Ltd Vietnam, specializes in completely natural products that are committed to cruelty-free practices Launched six years ago with a focus on acne treatment and dark spot fading through squash and pomelo peel extracts, Cocoon quickly gained popularity among consumers After three years of dedicated research and product enhancement, Cocoon re-emerged with a professional image and superior quality In September 2020, the brand received certification from PETA for being "not tested on animals and vegan." By November 2020, Cocoon became the first Vietnamese brand approved by the Leaping Bunny program from Cruelty-Free International, reinforcing its dedication to animal welfare in its production processes.

B The meaning of the brand’s name:

Cocoon serves as a nurturing 'house' for Vietnamese beauty, aiming to enhance the skin, hair, and body of its users with simple, plant-based ingredients Just as nutritious foods promote health, vegan cosmetics have emerged as a popular choice in the green lifestyle movement Committed to this philosophy, Cocoon continuously develops 100% vegan products that harness the benefits of Vietnamese plants, ensuring safety and ethical practices by avoiding animal ingredients and testing.

C The meaning of the brand’s logo:

The Cocoon is a distinctive marketing strategy originating from Vietnam, focusing on innovative approaches to engage consumers This strategy emphasizes the importance of cultural relevance and local insights in crafting compelling marketing campaigns By leveraging unique storytelling and community involvement, The Cocoon aims to create a strong emotional connection with its audience The marketing initiatives are designed to resonate with Vietnamese consumers, driving brand loyalty and enhancing market presence Overall, The Cocoon represents a modern and effective method for brands to thrive in the competitive Vietnamese market.

MARKETING.STRATEGYGROUP.ASSIGNMENT.THE.COCOON.ORIGINAL.VIETNAM.MARKETING.STRATEGYGROUP.ASSIGNMENT.THE.COCOON.ORIGINAL.VIETNAM.MARKETING.STRATEGY

The logo features a young woman dressed in an ao dai and a conical hat, embodying both tenderness and confidence, which represents the essence of Vietnamese women in the modern era Beneath this imagery is the name of the company, The Cocoon Original VietNam.

Cocoon Vietnam organic cosmetics empower Vietnamese women to enhance their beauty, achieve perfection, and boost their confidence As a trusted companion, Cocoon stands by Vietnamese women, supporting them on their journey to self-improvement.

Our mission is to provide Vietnamese people with healthy skin, hair, and body using simple, everyday ingredients We focus on harnessing the benefits of local foods, combined with scientific expertise, to develop safe and effective cosmetic products for everyone.

The arduous journey to true beauty is not your own task, they will accompany you on that journey It's always been like that, forever and ever

All ingredients used in our products are 100% traceable and safe for the skin, backed by documentation from both domestic and international suppliers Each product undergoes extensive research and development for 12 to 24 months, ensuring rigorous testing for microbiology, pH levels, irritation potential, and stability under various conditions such as temperature and humidity before market release.

Our product is 100% vegan, utilizing only plant-based active ingredients and extracts, while completely avoiding any animal-derived components.

Cocoon cosmetics are proudly 100% cruelty-free, ensuring that none of our formulations are tested on animals Our rigorous research and testing processes utilize laboratory methods or volunteer participation, while our raw material suppliers also adhere to a strict no-animal-testing policy throughout their research and production stages We are committed to ethical practices, avoiding any animal testing methods, including those involving rabbits, mice, or fertilized egg yolks.

2 The objective of the company:

Cocoon is passionate about nature and is dedicated to exploring the familiar ingredients found in the daily lives of Vietnamese people These vegetables and fruits are abundant in vitamins, antioxidants, and minerals, all of which contribute to promoting healthy skin.

The Cocoon Original is a unique marketing strategy in Vietnam that focuses on innovative approaches to engage consumers By leveraging local culture and trends, this strategy aims to create a strong brand identity and foster customer loyalty The Cocoon Original emphasizes creativity and authenticity, ensuring that marketing campaigns resonate with the target audience Through a combination of digital marketing and traditional methods, the strategy seeks to enhance brand visibility and drive sales in the competitive Vietnamese market.

The formulas are formed and perfected through the process of research and testing They worked and met Vietnamese people's expectations: safe and efficient

So the mission of Cocoon is to make what you put on your skin safe, effective and animal-free

Cocoon has 4 main categories of their products

The Cocoon Original is a unique marketing strategy focused on the Vietnamese market This approach emphasizes cultural relevance and local engagement to effectively connect with consumers By leveraging traditional values and modern trends, The Cocoon Original aims to create a strong brand identity that resonates with Vietnamese audiences The strategy also incorporates digital marketing techniques to enhance visibility and reach, ensuring that the brand remains competitive in a rapidly evolving marketplace Through innovative campaigns and community involvement, The Cocoon Original seeks to establish lasting relationships with its customers.

Cocoon has made a significant investment in its packaging design, which is characterized by a simple yet elegant aesthetic The use of warm colors enhances its appeal, while the decoration and product names prominently highlight the main ingredients.

Product information such as ingredients, uses, and usage are clearly printed

Product packaging prominently displays essential information, including the logo, brand name, guarantee stamp, batch number, production date, and barcode, instilling confidence in consumers and ensuring a secure purchasing experience.

Cocoon is a leading brand in the Vietnamese beauty care market, specializing in 100% natural products Committed to high quality, all Cocoon items are crafted from guaranteed natural ingredients sourced in Vietnam The brand holds certifications from Leaping Bunny, PETA, and The Vegan Society, as well as recognition from the Paster Institute of Ho Chi Minh City for its organic products that adhere to food safety and hygiene standards.

The Mission of Cocoon

The mission is to promote healthy skin, hair, and body for Vietnamese people using everyday ingredients By combining the benefits of accessible food with scientific expertise, they aim to develop safe and effective cosmetic products for all.

The arduous journey to true beauty is not your own task, they will accompany you on that journey It's always been like that, forever and ever.

Principle of Cocoon

The objective of the company

Cocoon is passionate about nature and is dedicated to exploring the familiar ingredients found in the daily diets of Vietnamese people These vegetables and fruits are abundant in vitamins, antioxidants, and minerals that contribute to healthy skin.

The Cocoon Original Vietnam marketing strategy focuses on creating a unique brand identity that resonates with local consumers By emphasizing authenticity and cultural relevance, the strategy aims to enhance customer engagement and loyalty Key elements include targeted digital marketing campaigns, collaboration with local influencers, and the use of social media to foster community interaction This approach not only highlights the brand's commitment to quality but also positions it as a leader in the Vietnamese market, driving sustainable growth and long-term success.

The formulas are formed and perfected through the process of research and testing They worked and met Vietnamese people's expectations: safe and efficient

So the mission of Cocoon is to make what you put on your skin safe, effective and animal-free.

Product of Cocoon

Cocoon has 4 main categories of their products

The Cocoon Original Vietnam marketing strategy focuses on creating a unique brand identity that resonates with local consumers By leveraging cultural insights and innovative approaches, the strategy aims to enhance customer engagement and loyalty Additionally, it emphasizes the importance of digital marketing channels to reach a broader audience while maintaining authenticity The Cocoon Original seeks to establish itself as a leader in the market by prioritizing quality and sustainability in its product offerings Overall, the strategy is designed to position the brand effectively within the competitive landscape of Vietnam.

Cocoon has made a thoughtful investment in its packaging design, which is characterized by a simple yet elegant aesthetic The use of warm colors enhances its appeal, while the decoration and product names prominently highlight the main ingredients.

Product information such as ingredients, uses, and usage are clearly printed

Product packaging prominently displays essential information like the logo, brand name, guarantee stamp, batch number, production date, and barcode, instilling confidence in consumers and ensuring a secure purchasing experience.

Cocoon is a leading beauty care brand in Vietnam, specializing in 100% natural products Committed to quality, all Cocoon items are crafted from guaranteed natural ingredients sourced locally The brand holds certifications from Leaping Bunny, PETA, and The Vegan Society, as well as recognition from the Paster Institute of Ho Chi Minh City for its organic products that adhere to food safety and hygiene standards.

The Cocoon Original Vietnam marketing strategy focuses on creating a unique brand identity that resonates with local consumers By leveraging cultural insights and innovative marketing techniques, the strategy aims to enhance customer engagement and drive brand loyalty Emphasizing sustainability and authenticity, The Cocoon seeks to differentiate itself in the competitive Vietnamese market Through targeted campaigns and community involvement, the brand aspires to build a strong connection with its audience, ultimately leading to increased market share and profitability.

8 physical and chemical standards, don’t contain toxic sub tances and don’t cause skin s irritation.

MARKETING ENVIRONMENT ANALYSIS

The microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and puplics.

The company

Founded in 2013 by Nature Story-Vietnam, Cocoon Cosmetics is a trailblazer in the Vietnamese beauty industry, offering a range of 100% natural cosmetics and beauty products.

Top management is tasked with creating products with beautiful messages of humanity and environmental protection according to the “Beauty without cruelty” manifesto by Lady animal Rights activist

The finance department is interested in making sound decision about the source of capital and using the capital required to implement the plan by top management

Ample human resources, mostly active, responsible, creative young people, produce good products that fit customer tastes.

Suppliers

Cocoon sources all-natural materials directly from local farmers, including rose from Cao Bang and coffee from Daklak, while also incorporating imported drugs and vitamins from countries like France, Germany, and Japan, ensuring both competitive pricing and quality assurance.

Managers monitor prices for brands, accessories, and packaging to proactively seek supplies during shortages or delays, ensuring price stability and a consistent market supply of products.

Marketing Intermediaries

Cocoon has successfully established over 300 points in national cosmetics distribution systems, emphasizing its commitment to familiar distribution channels within Vietnamese culture, including supermarkets, markets, and agencies.

The Cocoon is a unique marketing strategy developed in Vietnam, focusing on innovative approaches to engage customers and enhance brand visibility This strategy emphasizes understanding local consumer behavior and preferences, allowing businesses to tailor their marketing efforts effectively By leveraging digital platforms and social media, The Cocoon aims to create a strong online presence, fostering community interaction and brand loyalty The initiative also highlights the importance of sustainable practices and cultural relevance in marketing, ensuring that campaigns resonate with the target audience Overall, The Cocoon represents a forward-thinking approach to marketing in the Vietnamese market, driving growth and connection with consumers.

- Physical distribution firms help the company stock and move goods from their points of origin to their destination

Marketing services agencies play a crucial role in conducting market research and understanding customer demands They develop effective advertising strategies that leverage celebrities and social networking platforms, such as Facebook and company websites This targeted approach helps Cocoon effectively promote its products to the right markets.

- Financial intermediaries: Cocoon made a return and warranty policy through Fanpage Cocoon.vn, pricing support policy.

Competitor

- Price competition: The product is marketed at a wide range of prices depending on the products:

+ With the lowest price of 35.000 vnd/product (lip balm) + With the highest price of 780.000 vnd for a five-course set of products

 Compared to the general level in the market, Cocoon is relatively cheap, suitable for all subjects, especially students The company must regularly study the

The Cocoon Original is a unique marketing strategy tailored for the Vietnamese market, focusing on innovative approaches to engage consumers effectively This strategy emphasizes understanding local culture and consumer behavior to create meaningful connections By leveraging digital platforms and social media, The Cocoon Original aims to enhance brand visibility and foster customer loyalty The approach is designed to adapt to the dynamic market trends in Vietnam, ensuring that the brand remains relevant and competitive Overall, The Cocoon Original represents a comprehensive effort to redefine marketing in Vietnam through creativity and cultural resonance.

10 market in order to provide effective advertising and appropriate promotional activities to attract customers

- Competing for brand name products:

+ In particular, vegan cosmetics, Cocoon is a strong opponent of other vegans in the Vietnamese market

+ But in terms of the Vietnamese cosmetic market, Cocoon has strong competition, such as: Thorakao, Sao Thai Duong,

 The company should concentrate on raising the value of its products and services as natural 100% products, humanitarian to help keep competitive advantage.

Publics

Financial publics affects the company’s ability to obtain funds

Cocoon's "Kham Pha Vietnam" campaign, launched in August 2020, aims to introduce new product lines through engaging minigames on the company's Facebook fan page This initiative not only showcases Cocoon's offerings but also leverages media publics to effectively connect with consumers, providing them with valuable insights and editorial content.

- Government public: marketer must often consult the company’s lawyers on issues of product safety, truth in advertising, and other matters

- Citizen-action publics: Marketer offer consumer tastes surveys about Cocoon product, connect to customers through product reviews, answer their question to keep in good relationship with customers

The company frequently offers holiday show discounts and hosts engaging minigames where winners receive prizes Participants are encouraged to comment and tag friends in posts, boosting customer interest and interaction.

- General public: Consumer comment and review of product on beauty website, Cocoon’s websites, will affect its buying

The company fosters a vibrant internal culture by offering various entertainment activities that encourage employees to innovate and develop new products Additionally, it organizes training sessions and implements favorable employee policies, such as comprehensive insurance and holiday bonuses, which enhance motivation and productivity These efforts significantly contribute to increased product sales and overall corporate revenue.

Customer

The Demographic Environment

Vietnam has a large population and young people (full 16 to 30-year-old) account for a high 23,8% of the national population => high demand for beauty

The increasing population in major cities has opened up significant opportunities for commercial ventures This growth presents a lucrative market for businesses aiming to supply a wide range of products tailored to high-income consumers in densely populated areas.

In today's fast-paced world, individuals are becoming more aware of their material and spiritual needs, leading to a growing desire for healthier lifestyles Cocoon is dedicated to fulfilling this mission by offering customers skin care products made from fresh, simple, and natural ingredients that promote a youthful and healthy appearance.

The Economic Environment

The expanding economy in Vietnam fosters a conducive environment for companies to invest in product enhancement and distribution channels This growth also simplifies the importation of foreign raw materials, further supporting business development.

- Incom distribution: Increasing incomes of people in both city and rural areas help increase the expenditure on goods

- Changes in consumer spending: Rising incomes lead people to spend more on outsourced, branded products and services and the rate of expenditure on essential products will decrease

 The company has many advantages in selling products to market.

The Nature Environment

- Products contain natural ingredients, such as: differs, vegetables, tea, and so on Was the input material needed for C ocoon’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

The Cocoon Original Vietnam marketing strategy focuses on creating a unique brand identity that resonates with local consumers By emphasizing authenticity and cultural relevance, the strategy aims to differentiate itself in a competitive market Engaging storytelling and targeted digital marketing campaigns are essential components, designed to build a strong community around the brand Additionally, leveraging social media platforms will enhance customer interaction and brand loyalty, ensuring long-term success in Vietnam's dynamic marketplace.

Climate change and rising environmental pollution significantly impact skin and hair health, leading to issues like dryness, discoloration, and dandruff However, Cocoon offers effective solutions to address these concerns, providing consumers with products designed to combat the negative effects of environmental stressors on their hair and skin.

- The producers pay attention to environment protection and humanity by al building wastewater treatment system, using recyclable bottles, veggie products and not animal testing.

The 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

The safety of our new cosmetic product has been thoroughly evaluated, with pre-market studies conducted over 6 to 12 months focusing on factors such as perception, pH, and stability We ensure strict adherence to production protocols that prevent cross-contamination, complying with the rigorous standards set by the Ministry of Health of Vietnam.

Products are made in closed production lines according to the cGMP standard of the Vietnamese Ministry of Health

The Political and Social Environment

Vietnam's legal framework for business is becoming more comprehensive and cohesive, with numerous laws addressing key areas such as competition, fair trade practices, environmental protection, and product safety.

• Increased emphasis on Ethics and Socially responsible actions

The Cocoon Original is a unique marketing strategy tailored for the Vietnamese market This innovative approach emphasizes local culture and consumer preferences to create a strong brand connection By leveraging digital platforms and social media, The Cocoon Original effectively engages target audiences, driving brand awareness and loyalty The strategy focuses on storytelling and authentic experiences, allowing the brand to resonate deeply with consumers Overall, The Cocoon Original aims to establish a memorable presence in Vietnam's competitive landscape.

Socially responsible behavior: Enlightened companies encourage the manager to look beyond what is permitted by law, compete in a healthy way and say NO to the suppliers or inferior products

Cause-related marketing requires that advertising and marketing efforts align with the quality and pricing of the products being promoted It is essential to make adjustments that comply with legal regulations while ensuring effective media performance.

The Culture Environment

Geographic segmentation

Cocoon is a premier brand dedicated to Vietnamese consumers, actively seeking new partners and distributors nationwide to enhance its product distribution network and make natural cosmetics accessible to a broader audience.

Distributors will benefit from preferential policies such as substantial discounts, sales and PR marketing assistance, and convenient product exchange

Cocoon operates multiple sales agencies across key locations in Vietnam, including Ho Chi Minh City, Hanoi, Da Nang, Hue, Binh Duong, Can Tho, Dong Nai, Ba Ria Vung Tau, and Thai Nguyen Additionally, their products are distributed through more than 300 cosmetic outlets nationwide.

The Cocoon Original is a unique marketing strategy focused on the vibrant Vietnamese market This approach emphasizes understanding local consumer behavior and preferences to create tailored campaigns By leveraging cultural insights and innovative techniques, The Cocoon Original aims to engage customers effectively The strategy also incorporates digital marketing tools to enhance brand visibility and reach Overall, it seeks to establish a strong connection with the target audience, driving brand loyalty and growth in Vietnam.

14 systems It helps people to find and purchase Cocoon products easier no matter where they live

Cocoon reminds people of their homeland and celebrates Vietnamese precious materials by creating a very unique feature of Vietnam's nature through each product

Our products are crafted from authentic Vietnamese raw materials sourced directly from regions like Thanh Hoa, Hoa Binh, Dak Lak, and Tien Giang, allowing customers to experience the essence of Vietnam in every item.

Cocoon has gained significant popularity among Vietnamese youth due to its effectiveness in addressing common skin issues and its compatibility with the country's tropical monsoon climate The brand is particularly favored for its suitability for sensitive skin, making it a top choice for those seeking reliable skincare solutions.

Demographic segmentation

Cocoon’s target market is young females The reason why women are potential customers is that they care more about beauty products, typically for skin and hair

Also, they believe that using those products would make them become more beautiful and confident in life

Cocoon focuses on addressing acne and oily skin issues, particularly for young individuals Its products are formulated with two key ingredients: Winter melon and Centella Winter melon effectively treats acne, reduces inflammation, and alleviates burns while also brightening and nourishing the skin Meanwhile, Centella is scientifically proven to combat inflammation, soothe redness, promote the healing of damaged skin, and boost collagen production, contributing to healthier skin overall.

Cocoon is dedicated to making high-quality vegan products accessible to individuals across various social and income levels Their product range includes the affordable Ben Tre coconut lip balm priced at just 32,000 VND and the premium Rose aqua gel cream available for 375,000 VND, ensuring that everyone can enjoy their skincare offerings For more details, visit cocoonvietnam.com.

Psychographic segmentation

Undifferentiated Marketing

Cocoon delivers a unified message highlighting the advantages of vegan products to a diverse audience, ensuring the message remains broad to resonate with many As a B2C company, Cocoon targets eco-conscious consumers who are passionate about vegan beauty and health All of their products are 100% vegan and certified cruelty-free by the Leaping Bunny program, reinforcing their commitment to ethical practices.

According to our group’s survey, when mentioning about Cocoon Vietnam, most people will think of vegan cosmetic rather than its price, safety or packaging

The Cocoon is an innovative marketing strategy tailored for the Vietnamese market, focusing on unique branding and consumer engagement This approach emphasizes understanding local culture and preferences to create impactful campaigns By leveraging digital platforms and social media, The Cocoon aims to enhance brand visibility and foster customer loyalty The strategy also incorporates data-driven insights to optimize marketing efforts and ensure maximum reach Ultimately, The Cocoon seeks to establish a strong connection with Vietnamese consumers, driving growth and brand recognition in a competitive landscape.

What people remember the most when mentioning about Cocoon

Differentiated Marketing

Vietnam experiences a tropical monsoon climate, with average temperatures often exceeding 30 degrees Celsius This warm environment can make the skin more susceptible to issues like breakouts, particularly among young individuals going through puberty.

Cocoon harnesses the power of winter melon and centella, two remarkable anti-acne ingredients, as the foundation of their product line In addition to skincare, they provide a diverse range of body, hair, and lip care products tailored for various needs.

In June 2021, our group conducted a survey on Cocoon Vietnam, gathering around 100 responses from individuals aged 18 to 25, primarily residing in Ho Chi Minh City The findings revealed that 47% of participants purchase Cocoon products for acne treatment, while 48% use them for cleansing Additionally, 38% of respondents expressed a strong preference for Cocoon Dak Lak body polish.

Looking at these features, I can see that anti-acne and cleansing are Cocoon’s biggest strengths

The Cocoon Original Vietnam Marketing Strategy focuses on innovative approaches to engage consumers and enhance brand visibility By leveraging local culture and trends, the strategy aims to create a unique identity for the brand in the competitive Vietnamese market Emphasizing digital marketing and social media outreach, it seeks to connect with a younger audience while also appealing to traditional consumers The strategy incorporates targeted campaigns that resonate with the values and preferences of the Vietnamese population, ultimately driving customer loyalty and increasing market share.

The purpose of buying Cocoon products

The most impress ive product of Cocoon

Cocoon Vietnam prioritizes online marketing to enhance its visibility and appeal, actively engaging with its audience through daily posts on their fanpage They share news, promotional information, and foster communication, which has led to a majority of people discovering Cocoon through social media platforms like Facebook, Instagram, and YouTube, as revealed by our group's survey.

Cocoon operates its own website and utilizes e-commerce platforms like Shopee and Lazada to enhance sales These platforms serve as vital tools for promoting quick sales by offering detailed product information and transparent public pricing Consequently, customers can easily purchase products without delays, streamlining the buying process and improving convenience.

Most people know about Cocoon through its social platforms (70%)

Cocoon Vietnam can possibly grow their online presence and gain a better understanding of their consumer base by prioritizing Differentiated Marketing.

Niche Marketing

Positioning

Cocoon Vietnam stands out as one of the pioneering cruelty-free cosmetic brands in Vietnam, firmly committed to not testing on animals This dedication positions Cocoon favorably in the minds of consumers, as the global trend towards cruelty-free products continues to grow Choosing cosmetics that are not tested on animals not only assures customers about the safety of the ingredients but also promotes a compassionate lifestyle that protects vulnerable animals.

Modern woodblock prints in Vietnam serve as a bridge linking the past, present, and future Cocoon has skillfully integrated this rich cultural heritage into its branding, featuring logos inspired by traditional woodblock prints that highlight ingredients like winter melon, coffee, sa-chi, and pomelo.

Woodblock prints in Cocoon ingredients logo (cre cocoonvietnam.com)

Vietnamese cosmetics, were unfortunately mistaken as unqualified and low quality products (fake cosmetics or self-mixed cream) which can lead to negative effects to the skin

The Vietnamese cosmetics market underwent a significant transformation with the emergence of Cocoon, a pioneering brand that boldly establishes its unique identity and seeks recognition in the industry.

The Cocoon Original is a unique marketing strategy in Vietnam that focuses on creating immersive experiences for consumers By emphasizing local culture and authenticity, the strategy aims to build strong emotional connections with the target audience This approach not only enhances brand loyalty but also drives engagement through tailored marketing campaigns The Cocoon Original leverages innovative digital platforms to reach a wider audience, ensuring a comprehensive and effective marketing presence in the competitive Vietnamese market.

MARKETING MIX (4P) STATEGIES ANALYSIS

important worldwide organizations The Cruelty Free International Leaping Bunny program, the internationally recognized gold standard for cruelty-free products, has validated all of Cocoon cosmetics and personal care items

Cocoon truly spread the concept of beauty inside to outside by raising humanitarian and preserving sustainability of natural ecosystem

Vietnamese consumers demonstrate strong trust in Cocoon and local cosmetic brands, highlighting their commitment to supporting domestic products This loyalty reflects a desire for innovative offerings from homegrown manufacturers, showcasing that Vietnamese people are eager for advancements rather than turning away from local options.

IV MARKETING MIX (4P) STRATEGIES ANALYSIS

1 Definition of marketing mix through Cocoon brand:

The marketing mix plays a crucial role at every stage of a business, influencing overall strategy and profitability for organizations like Cocoon.

A marketing mix is a concept that consists of various tools and techniques used by marketers to achieve their goals

4P in marketing is a basic marketing model that consists of four elements:

- Product: What will Cocoon sell ?

- Price: How much do Cocoon charge for the product ?

- Place: Where will the customer buy the Cocoon’s product ?

- Promotion: How will customers learn about the Cocoon’s product ?

Understand and meet customer needs

The Cocoon Original is a unique marketing strategy tailored for the Vietnamese market This approach focuses on understanding local consumer behavior and preferences to create effective campaigns By leveraging cultural insights and innovative techniques, The Cocoon Original aims to enhance brand visibility and engagement in Vietnam The strategy emphasizes collaboration and adaptability, ensuring that marketing efforts resonate with the target audience Overall, The Cocoon Original represents a fresh perspective on marketing in Vietnam, prioritizing authenticity and connection with consumers.

Cocoon identifies and analyzes the needs of potential customers to tailor its products and services accordingly By effectively meeting customer expectations, Cocoon not only enhances customer satisfaction but also increases the likelihood of repeat purchases and referrals.

→ Understanding and meeting customer needs is the premise of Cocoon's product development And Cocoon did it

Cosmetics, akin to nutritious foods, enhance beauty and well-being As society evolves, there is a growing preference for plant-based products that prioritize health This shift has led to the rising popularity of vegan cosmetics among those embracing a green lifestyle In response, Cocoon has dedicated itself to developing 100% vegan cosmetics that harness the natural nutrients of Vietnamese plants These products are safe, free from animal-derived ingredients, and advocate against animal testing.

Cocoon’s product design

Cocoon products are mass-produced and can be purchased by everyone

Understanding your product's category is crucial for setting the right price, selecting appropriate sales channels, and crafting effective promotional strategies Cocoon's offerings fall within the shopping category, influencing customer considerations during the purchasing and comparison process across various brands, including furniture, clothing, electronics, and cosmetics.

Cocoon, a Vietnamese brand, showcases a thoughtfully designed and elegantly packaged product line The simple yet beautiful design features warm colors and decorative graphics that highlight the product name Essential information, including ingredients, uses, and application instructions, is clearly displayed, alongside the logo, brand name, guarantee stamp, batch number, production date, and barcode, all printed on the packaging and box for easy access.

The Cocoon Original Vietnam marketing strategy focuses on innovative approaches to engage customers and enhance brand visibility By leveraging local culture and trends, the strategy aims to create a unique identity that resonates with the target audience Effective use of digital marketing channels is essential for reaching potential customers and driving sales The emphasis on storytelling and authentic experiences helps build a strong emotional connection with consumers Overall, the Cocoon Original's marketing efforts are designed to establish a lasting presence in the competitive Vietnamese market.

→ Cocoon affirms the clarity and transparency in the modulation stage

More specifically, helping customers distinguish the real from the fake.Increase value for Vietnamese goods in general and Cocoon brand in particular.

Product safety that Cocoon brand brings

Where can we buy Cocoon products?

Cocoon's office is situated in District 3 of Ho Chi Minh City, with genuine products available at various locations across Vietnam Selecting an optimal business location is crucial for enhancing sales efficiency, facilitating quicker and easier transactions.

Like other brands, Cocoon offers a variety of ways to sell products: social networks, stores, official distributors, the Internet

It is the decisive factor for the success or failure of an enterprise

Currently, Cocoon has 6 stores in Hanoi and 6 stores in Ho Chi Minh City

Customers from other provinces can conveniently buy Cocoon products via the official website, while many of Cocoon's distribution outlets also maintain their own websites, offering a range of flexible purchasing options.

➔ The distribution of Cocoon branches makes it easier for customers to shop This creates goodwill for customers and shows that Cocoon always chooses the best for customers

Here are some pictures of stores that are officially distributing genuine Cocoon products, these locations bring together many factors that are beneficial to sales:

➔ These locations are convenient for customers to visit and buy Store space is one of the factors that make customers trust you

The Cocoon Original is a unique marketing strategy in Vietnam that focuses on creating an immersive brand experience This approach emphasizes local culture and consumer engagement, fostering a strong connection with the target audience By leveraging innovative techniques and storytelling, The Cocoon Original seeks to differentiate itself in a competitive market, ultimately driving brand loyalty and awareness.

(Cre: website hasaki, cocoshop, beauty garden)

Supply chain management

The importance of advertising

- Contribute to increased sales by providing specific benefits from information, services and products

- Notify customers of any changes: improve service quality or launch new products

- Raise customers' awareness of your business to promote long-term sales or service delivery

- Remind customers to buy from you

- Lead people's attitudes and views on business to the best direction.

- Build a unique brand to differentiate you from your competitors

→ Commercial advertising is an important part of successful business interests.

Let customers understand the product in depth

The Cocoon Original Vietnam Marketing Strategy focuses on innovative approaches to engage consumers and enhance brand visibility By leveraging local culture and trends, the strategy aims to create a unique identity that resonates with the target audience Emphasizing digital marketing channels, it seeks to maximize outreach and foster customer loyalty Additionally, the strategy incorporates data-driven insights to refine campaigns and improve overall effectiveness in the competitive Vietnamese market.

For Cocoon, what is applied to the skin must be safe, effective and not of animal origin

- Ingredients and uses Cre: website Cocoon) (

Cocoon always explores the familiar ingredients in Vietnamese life from vegetables and fruits, and puts them into nutritionally complete and perfect cosmetics

These foods are rich in vitamins, antioxidants and minerals, which can promote healthy skin

Through the process of research and testing, the formula is formed and becomes perfect They have worked and met the expectations of the Vietnamese people: safe and effective

Advertising media are used by Cocoon

RECOMMENDATIONS

- Cocoon hasn't had a Tiktok account already

The Cocoon Original is a distinctive marketing strategy based in Vietnam, designed to enhance brand visibility and customer engagement This approach emphasizes the importance of local culture and consumer behavior, creating tailored campaigns that resonate with the target audience By leveraging innovative digital platforms and social media, The Cocoon Original effectively connects with consumers, fostering brand loyalty and driving sales This strategic framework not only aims to elevate brand presence in the competitive Vietnamese market but also to establish a lasting relationship with customers through personalized experiences.

No Cocoon’s account has the blue tick

- Tiktok is a platform that very popular with teens, adults The teenagers are Cocoon's qualified leads who surf Tiktok every day

Cocoon should establish an official TikTok account to share engaging content, including commercial films that showcase new products and valuable tips on living a vegan lifestyle This approach will help the brand connect more closely with its customers and enhance its online presence.

- Youtube is popular with Internet users all around the world People access Youtube for relaxing, learning, having knowledge about cooking, skincare, etc

Despite numerous KOLs reviewing Cocoon's products on YouTube, generating significant attention and engagement, the brand's official channel has only amassed 156 subscribers in its first year, indicating a lackluster performance.

Cocoon should leverage their YouTube account to address queries on KOLs' videos, responding to both positive and negative feedback This proactive engagement can enhance customer perceptions of Cocoon, encouraging potential buyers to try their products.

The point system operates on the principle that increased spending leads to more points earned Customers accumulate points with each purchase, calculated based on their total bill This incentivizes customers to buy more products from the brand, allowing them to accumulate points that can be redeemed for gifts or vouchers.

The Cocoon Original Vietnam Marketing Strategy focuses on innovative approaches to engage the local market effectively By leveraging cultural insights and digital platforms, the strategy aims to enhance brand visibility and customer loyalty Emphasizing unique selling propositions, The Cocoon seeks to differentiate itself in a competitive landscape Additionally, targeted campaigns will harness social media and influencer partnerships to reach a broader audience, driving both online and offline sales Ultimately, this marketing strategy is designed to foster sustainable growth and establish a strong brand presence in Vietnam.

- Many cosmetics brands and fashion brands use that method such as Innisfree, The North Face, etc They have Member's Day, a special price for members as saying

"Thank you for choosing us!"

Innisfree sale off selected item in member’s day (Photo: Facebook Innisfree

Creating a mobile shopping app for Cocoon will attract more customers and encourage repeat business By offering a points system that rewards users for purchases made through the app or in showrooms, where they can simply provide their phone number to staff, Cocoon can enhance customer loyalty and engagement.

- According to our survey, most people say that they will choose Cocoon if Cocoon has more sales promotions in the future

- Discounts will keep customers interested in the brands Customers have the tendency to buy more than normal when brands sale off their products

The Cocoon is a unique marketing strategy developed in Vietnam, focusing on innovative approaches to engage consumers This strategy emphasizes understanding local market dynamics and leveraging cultural insights to create compelling campaigns By integrating traditional values with modern marketing techniques, The Cocoon aims to resonate with Vietnamese audiences effectively The overall goal is to enhance brand visibility and foster customer loyalty through tailored messaging and creative solutions.

- Cocoon can sale off on the special days of months such as 6/6, 11/11, etc, and special days in years such as 8/3, 14/2, etc

Shopee has sales promotions very often on 1/1, 2/2, etc (Cre: Shopee)

A showroom offers undeniable advantages for businesses, despite some misconceptions in the 4.0 era that they are becoming obsolete While it is true that market trends have evolved, the relevance of showrooms remains significant in today’s marketplace.

However, some typical items, such as clothes, cosmetics, etc If they want to develop for a long time, they must have a showroom

- In the future, Cocoon should open one or more than one showroom in inner

Ho Chi Minh City It will be a place that people can try Cocoon's products and they will be instructed to care for their skin in the best way

Decorating the showroom is essential for attracting customers, as the decor should align with the "vegan concept." This thoughtful design will encourage visitors to check in and share their experiences, ultimately increasing Cocoon's visibility and recognition among a wider audience.

- Brand x brand collaborations are when two or more businesses team up, create something unique and exclusive for a campaign, and help each other grow in the process

- When brands come together to form partnerships, they bring their fan base

Basically, this can double the brand's audience because they are associated with the second set of fans of the partner company

- Many brands used this method and succeeded such as Vans x Harry Potter, Louis Vuitton x Supreme, The Face Shop x Trolls,

The Cocoon Original is a unique marketing strategy developed in Vietnam, focusing on innovative approaches to engage consumers This strategy emphasizes understanding local culture and consumer behavior to create tailored marketing campaigns By leveraging digital platforms and social media, The Cocoon Original aims to enhance brand visibility and foster customer loyalty The initiative also highlights the importance of collaboration and creativity in the marketing process, positioning itself as a leader in Vietnam's competitive market landscape.

TFS x Trolls collection (Cre: Google)

Cocoon has the potential to collaborate with other brands to create innovative products that embody the essence of both Cocoon and its partner brand Additionally, partnering with popular cartoon and movie characters can enhance customer engagement and attract interest from a wider audience.

7 Sponsor other campaigns, projects, events:

- Brands will usually sponsor some events so that they can directly reach your qualified target group during the event, and event participants will view the brand with a positive attitude

- Cocoon should keep being a gold sponsor, diamond sponsor ,… of many projects, events in the future to spread the name Cocoon to many customers

The Cocoon Original Vietnam marketing strategy focuses on creating a unique brand identity that resonates with local culture and values By leveraging traditional Vietnamese craftsmanship and modern design, the strategy aims to attract both domestic and international consumers Emphasizing sustainability and ethical production, The Cocoon seeks to build a loyal customer base that appreciates quality and authenticity Additionally, the marketing approach incorporates digital platforms to enhance visibility and engagement, ensuring that the brand connects effectively with its target audience.

Cocoon was the diamond sponsor of Marketing Arena 2021 Contest (Cre:

Loyal customers play a crucial role in enhancing brand reputation through positive recognition and favorable online reviews Their value can be up to ten times greater than their initial purchase Studies indicate that consumers frequently rely on recommendations from family and friends over traditional advertising when making buying decisions Here are four compelling statistics to consider.

+ About 97% of customers will tell others about very good or excellent customer service experiences

The Cocoon Original is a unique marketing strategy based in Vietnam, focusing on innovative approaches to engage consumers By leveraging local culture and trends, the strategy aims to create a strong brand presence and foster customer loyalty The Cocoon Original emphasizes the importance of understanding the target audience to tailor marketing efforts effectively With a commitment to authenticity and creativity, this strategy seeks to differentiate itself in a competitive market, driving both awareness and sales for the brand.

+ Nearly 70% of people would spend more money with a company that has excellent customer service

+ Approximately 24% of satisfied customers will return to a business two or more years after a good customer service experience

+ Research shows that 59% of people would try a new company to receive better customer service

- Customer service of Cocoon isn't really good Cocoon only cares about Social Network Marketing to sell more products, they don't mind how to keep their customers

Cocoon requires so much time to reply customer

- Cocoon must listen to customer opinions and improve the product's quality to satisfy the need of customers

Tiêu đề	The Cocoon Original Vietnam Marketing Strategy
Tác giả	Trần Thị Ngọc Ánh, Đặng Cao Minh Đông, Tăng Thị Kiều Linh, Đào Uyên Thảo, Đồng Bảo Trâm
Trường học	University of Finance
Chuyên ngành	Marketing
Thể loại	Group Assignment
Năm xuất bản	2021
Thành phố	Hochiminh City

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Số trang	73
Dung lượng	2,3 MB