TOPIC MARKETING STRATEGY ANALYSIS OF THE COCOON VIETNAM

THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FINAL ESSAY PRINCIPLE OF MARKETING  TOPIC: MARKETING STRATEGY ANALYSIS OF THE COCOON VIETNAM Lecturer: Nguyen Thi Minh Ngoc Module: 2021702032613 Class: CLC_20DMA08 Group: Lý Nhật Hải 2021008435 Trần Nguyễn Hạnh Nguyên 2021008501 Nguyễn Ngọc Kỳ Quyên 2021008531 Lâm Thị Thoại Sơn 2021008540 Ho Chi Minh city, 2021 0 Table of Contents CHAPTER - INTRODUCTION An overview about COCOON .2 1.1 Logo 1.2 Tagline 1.3 Achievement .4 Core value Mission statement CHAPTER - SITUATIONAL ANALYSIS .5 Macroenvironment 1.1 1.2 1.3 1.5 1.6 The company Suppliers Marketing intermediaries Customers Publics Macroenvironment 2.1 2.2 2.3 2.5 2.6 Demography environment Economic environment 10 Natural environment 10 Cultural environment 10 Political environment 11 CHAPTER - STP ANALYSIS 12 Segmentation 12 Targeting 14 Positioning 14 CHAPTER - MARKETING MIX 14 Products 14 1.1 1.2 1.3 Price 18 2.1 2.2 2.3 Product range 14 Significant product 17 Product Life Cycle (PLC) 18 Pricing strategy 18 Pricing-adjustment strategy .19 Pricing method 19 Place 20 Promotion 22 4.1 4.2 Promotion mix 22 Events 25 CHAPTER - RECOMMENDATIONS 26 LIST OF REFERENCES 28 0 CHAPTER - INTRODUCTION An overview about COCOON Founded in 2014, COCOON, which means “cái kén” in Vietnamese - is a vegan and cruelty-free beauty company based in Vietnam With the growth of the green lifestyle, vegan cosmetics are now popular since it helps to Figure COCOON's logo preserve and reduce waste into the environment Since then, the name COCOON has been famous in the Vietnamese beauty industry Respecting the law and consumer’s skin, COCOON products are made without ingredients such as parabens, formaldehyde, phthalates, hydroquinone, triclosan, etc They have used and maximized the capabilities of active ingredient and extract from plants without ingredients of animal origin Figure COCOON’s commitment to produce 100% vegan, no animals testing, no microplastic, and no parabens products The raw material suppliers also promise that they not test on animals during their research and production Rabbits, mice, fertilized egg yolks, etc., will not be included in the researching process The brand and its partners respect the humanity of animals and against testing on animals COCOON is proud to participate in two global programs, which are Leaping Bunny of Cruelty-Free International and Beauty Without Bunnies of PETA 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON VIETNAM 1.1 Logo The logo of Figure Users can find COCOON name on crueltyfree.peta.org COCOON is designed with gentle colors, simplistic The logo is easy to read, though special enough to be recognized 1.2 Tagline COCOON - Mỹ phẩm chay - Nét đẹp Việt COCOON is proud to be a cosmetic brand made 100% in Vietnam Its Figure COCOON’s tagline tagline emphasizes that the brand’s products are made for Vietnamese, to which nurture the beauty of local users The tagline also represents COCOON’s philosophy, which are produce vegan beauty products and say no to animal testing 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON VIETNAM 1.3 Achievement Receiving many appreciations and love from users, the Dak Lak coffee body polish by COCOON has won the “Made in Vietnam product of the year” ELLE Beauty Awards 2021 Core value Like the name itself, COCOON wants to nurture the beauty of Vietnamese women with familiar ingredients These ingredients are not only close to Vietnamese but also being famous as they are food that good for the skin With the growth of the green lifestyle, vegan cosmetics are now popular since it helps to preserve and reduce waste into the environment COCOON insists that what is put on the skin must be safe, effective, and not of animal origin Accordingly, the company has researched and constantly launched 100% vegan cosmetic products that keep all the nutrients of Vietnamese plants, safe, benign, not use ingredients from animals, and say no to animal testings Mission statement COCOON is born to give consumers healthy, youthful, and vibrant skin and hair from simple and close sources of ingredients that they eat daily Applying the benefits of the food around us combined with scientific understanding, the company’s mission is to create cosmetic products that are safe and effective for everyone 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON VIETNAM CHAPTER - SITUATIONAL ANALYSIS Macroenvironment 1.1 The company COCOON is a Vietnam-based business that produces vegan and cruelty-free beauty products, which become the pioneer of this field in Vietnam They also join the Leaping Bunny and Beauty without Bunnies, international which programs are that oppose testing on animals The company gains massive attention from consumers, who are curious about the brand Other than that, as environmental issues are Figure Logo of Leaping Bunny program and Beauty without Bunnies program on COCOON’s container problematic, COCOON’s products are known by environmentalists - who want to take care of both their appearance and the health of nature The brand’s products also come from common ingredients that are familiar to the Vietnamese This makes Vietnam a potential market for COCOON to expand and spread its ideas about beauty without harming the environment and animals 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON VIETNAM Promotion 4.1 Promotion mix Understanding the importance of promotion strategy, Cocoon has always focused and constantly created to promote brands and products Some of the marketing communication tools that Cocoon uses are: Event, PR, Digital marketing, Sale promotion, Advertising, etc 4.1.1.Digital marketing Use the Internet as a medium for product/brand promotion activities to influence customer perception and stimulate their purchasing behavior, this tool is the main and strength of COCOON On digital platforms, the website is the core and the most important platform in Digital Marketing since the business is the owner The required informations that consumers need to know before purchase the brand’s products or services are presented in the most detailed, clearest and easiest on the website Figure 43 COCOON website - cocoonvietnam.com Additionally, COCOON uses Social Media Marketing to advertise the business on social media channels and increase brand awareness These channels help the brand strongly helps consumers to understand the value and philosophy of COCOON Users can also access easily on platforms such as Facebook and Instagram 22 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON VIETNAM Figure 44 COCOON’s official account on Facebook and Instagram 4.1.2.PR To raise the product's awareness towards consumers, COCOON sent PR package and sample products to famous beauty bloggers or KOLs, such as Vo Ha Linh, Giang Oi, etc to review on platforms like Youtube or Tik Tok These contents will be easily noticed, which give users a certain understanding of the products, as well as the brand’s idea and message Figure 45 Review about COCOON products by KOLs, influencers on Tik Tok and YouTube 23 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON VIETNAM 4.1.3.Sale promotion Vietnam has witnessed a rocketing number of infected patients, which sanitizing products become necessary for safety and hygiene Joining hands with the country in this fight, COCOON eucalyptus and offers mint a hand sanitizer as a gift with every order from 250,000 VND This action not only promote sale, but Figure 46 For every order from 250,000 VND, consumers will receive a eucalyptus and mint hand sanitizer also shows that the brand care about the community Other than that, COCOON also has a lot of sale promotions on online shopping platforms such as Shopee, Lazada, etc Figure 47 Sale promotion on e-commerce site (Shopee) and beauty store (Watson) 24 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON VIETNAM 4.2 Events 4.2.1.Kham pha Viet Nam Started in August 2020, COCOON held the event "Kham pha Viet Nam” This campaign helps introducing consumers to new products from COCOON, which is the Cao Bang rose line and the Dak Lak coffee line Figure 48 Kham pha Vietnam - the Cao Bang rose line Figure 49 Kham pha Vietnam - the Dak Lak coffee line The brand will host a minigame, using the wheel of luck rule and winners will receive reward as the products from these lines These activities are operated on the company ‘s Facebook fanpage In order to participate, users have to comment and tag their friends' names under the minigame post, and a link will be sent directly through the Participants player's will fill messenger in needed informations and spin the virtual wheel Since it easy to participate and win, the “Kham pha Viet Nam” campaign has received a lot of interest from people Overall, about 7,100 participants and over 3,000 comments on two rounds of Figure 50 In total, 7104 participants joined the event this minigame There is also an increase in order - more than 300 units of product were sold 25 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON VIETNAM "Kham pha Viet Nam" helped COCOON increase the brand recognition as a Vietnamese vegan beauty brand Moreover, this event also helps users to appreciate the beauty of each province in Vietnam 4.2.2 Cung COCOON song xanh moi - Diem xanh online From June 2th 2021, COCOON start a nationwide-scale called “Cung COCOON song xanh moi ngay” Spreading the "green message” and Figure 51 How to participate the “Diem xanh online” event to encourage consumers to take action in protecting the environment, by exchange used bottles and receive new products They can receive a cleanser for 10 used bottles/containers, or a Ben Tre coconut lip balm for used ones Used bottles can be collected at 24 “Diem xanh”, which are listed on the brand’s website, and users can come to participate in the event However, due to the outbreak of COVID-19, COCOON also has the “Diem xanh online”, which users in Vietnam can participate easily They just need to send used bottles to the COCOON’s office, then wait for the brand to confirm and send them new products CHAPTER - RECOMMENDATIONS Firstly, COCOON is gradually proving its value to Vietnamese users, since the brand offers quality products - a result coming from a long research 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON Figure 52 COCOON’s products compare to Thorakao - a non-vegan brand comes from Vietnam VIETNAM process However, to expand the market, the company will have to provide more products that fit the users’ needs For instance, there are only two products in the hair care section, which are pomelo hair tonic and inca inchi hair repair serum Though these products are suitable for the majority of Vietnamese users, COCOON is still in need of coming up with new products This requirement does not apply to the hair care line only, provided that other lines are still basic beauty products Either COCOON releases new concentrated products that fit consumers’ different conditions, or the brand will lose its share in the market and the opportunity to reach more users Consequently, while doing its best in building distribution channels, yet for such a famous brand like COCOON, they need an official store Relying on resellers may reduce the additional fees, yet it is dangerous if COCOON has high chance to lose its power to intermediaries To create greater shopping experiences for users, having official stores is necessary since it will help the consumers to thoroughly understanding COCOON’s products and its philosophy in “cruelty-free” beauty It is promising for the brand to have them soon to build strong brand awareness and bring better experiences for the users Lastly, promotion is the key element in the success of COCOON The brand had successfully organized many promotion events on social media platforms However, they should also organize offline events as well, regarded that online promotion only contributed a minority part in the process of promoting the brand COCOON can organize offline activities after the pandemic has ended, and consumers will attend and have the opportunity to explore the brand’s products Furthermore, to raise the recognition of COCOON as a vegan beauty brand, they should also sponsor for animal-protecting organizations and take more actions in protecting the environment 27 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON VIETNAM LIST OF REFERENCES COCOON Original Vietnam: http://www.cocoonvietnam.com Beauty Without Bunnies program: https://crueltyfree.peta.org Sophie Thanh Huyen (2021), COCOON Vietnam - Từ mầm xanh làm đẹp đến giải thưởng danh giá ELLE Beauty Awards 2021: https://www.elle.vn/tin-lam-dep/cocoon-vietnam-tai-elle-beautyawards-2021 The Body Shop Vietnam - About us: https://www.thebodyshop.com.vn/vn/about-us Bella Cacciatore (2020), Glamour, The best vegan makeup and skin- care brands you should know: https://www.glamour.com/story/bestvegan-makeup-brands-products Brands Vietnam (2020), Hiện tượng mĩ phẩm chay Cocoon Việt Nam: https://www.brandsvietnam.com/20676-Hien-tuong-mypham-thuan-chay-Cocoon-tai-Viet-Nam ELLE Beauty Team (2021), COCOON - “Mỹ phẩm chay cho nét đẹp Việt”: https://www.elle.vn/tin-lam-dep/cocoon-my-phamthuan-chay-cho-net-dep-thuan-viet Worldometers (2021), Vietnam Population: https://www.worldometers.info/world-population/vietnam-population/ Shopee Vietnam - COCOON Vietnam Official: https://shopee.vn/cocoonvietnamofficial 10 Lazada Vietnam - The COCOON: https://www.lazada.vn/the-cocoon- 121114694/ 11 Facebook - Cocoon Vietnam: https://www.facebook.com/CocoonVietnamOfficial 12 Hasaki - COCOON: https://hasaki.vn/thuong-hieu/cocoon.html 13 phamngocanh-001 (2021), Top sản phẩm tốt Cocoon - Bước ngoặt mỹ phẩm Việt Nam: https://bloganchoi.com/top-sanpham-tot-nhat-cua-cocoon/#gsc.tab=0 28 0 TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAM TOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON.VIETNAMTOPIC.MARKETING.STRATEGY.ANALYSIS.OF.THE.COCOON VIETNAM