Final assignment integrated marketing communication plan for cocoon in six months

Therefore, the Vegan Beauty Care industry was founded to manufacture beauty products using natural ingredients to reduce risks to consumer health and the environment while also committin

MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING FINAL ASSIGNMENT INTEGRATED MARKETING COMMUNICATION PLAN FOR COCOON IN SIX MONTHS Group members: LÃ MINH HIẾU ID: 2121012668 HÀ XUÂN HOÀNG ID: HUỲNH HY NGỌC ID: 2121013922 NGUYỄN LÊ VĨNH TÚ ID: 2121009738 LÊ HOÀNG MINH Y ID: 2121012278 Class code: 2321910007501 Lecturer: NGUYEN THI MINH NGOC August 18, TPHCM LIST OF CONTENT SECTION 1: INTRODUCTION SECTION 2: MARKET AND BUSINESS OVERVIEW ANALYSIS Market overview analysis Company’s situation analysis 2.1 SWOT Analysis 2.2 Competitor 2.3 Cocoon Products .3 SECTION 3: IMC PLAN IMC Objectives Target Audiences 4.1 Target market 4.2 Other groups .5 Creative Strategy 5.1 Insight .6 5.2 Big Idea Development Plan .7 6.1 Phase 1: Trigger 6.2 Phase 2: Engage 6.3 Phase 3: Amplify 11 Timeline 13 KPI 13 Budget 13 10 Evaluation and Measurement 13 10.1 Measurement 13 10.2 Evaluation 13 SECTION 4: CONCLUSION 14 SECTION 1: INTRODUCTION In this day and age, it has seen a surge in the appreciation for aesthetics, coupled with continuous advancements in technology, which have significantly transformed how the beauty industry is viewed Asia's cosmetics market is currently enjoying a prosperous state, with countries such as China, Japan, and South Korea leading the way in the region Not to be outdone, Vietnam's beauty industry is also experiencing significant growth and development In Vietnam, clients pay more and more attention to aesthetics and health issues, so the demand for cosmetics and skincare products is proliferating However, the rapid development of the cosmetic industry causes problems that consumers find themselves in a difficult position as they must navigate through to choose the most suitable and trustworthy items Therefore, the Vegan Beauty Care industry was founded to manufacture beauty products using natural ingredients to reduce risks to consumer health and the environment while also committing to protecting the natural ecosystem by avoiding animal-derived ingredients and animal testing That's the reason why we chose Cocoon - a cosmetic brand that pioneered the trend of vegan cosmetics in Vietnam for this topic We chose a makeup remover line - one of the typical products that brought Cocoon's name to the awareness of Vietnamese consumers SECTION 2: MARKET AND BUSINESS OVERVIEW ANALYSIS Market overview analysis In 2022, according to Mintel statistics, the Vietnamese cosmetic market is worth about 2.3 billion USD By 2023, Vietnam's beauty and personal care industry is expected to generate a revenue of USD 2.36 billion Its compound annual growth rate is estimated at 3.32% between 2023-2027, with 15.4% of sales driven by online channels, mainly cosmetics and skincare products The cosmetics industry in Vietnam is experiencing a surge in demand due to the popularity of social media platforms Consumers purchase products through three main channels: brand stores, health and beauty chains, and e-commerce sites There has been a shift in consumer preferences towards natural and organic products and products that not harm the environment or body Company’s situation analysis STRENGTHS WEAKNESSES - The ingredients are precise, entirely - Brand awareness is still low vegan, and highly gentle, making them - Organic cosmetic products are also less suitable for many different skin types effective which takes longer to realize the change in the treatment - The domestic cosmetic market share is gradually increasing to its position - Fierce competition for supplies, prices, before the international market share promotions, and international cosmetics - Products suitable for Vietnamese consumers OPPORTUNITIES THREATS - The demand for natural cosmetics is on - Highly competitive market with many the rise strong competitors - Reasonable prices, easily accessible to - Organic cosmetics are still relatively low – middle income people new to many Vietnamese customers and - Stores cover major provinces and cities, have yet to reach the national market which are markets with great purchasing - Vietnamese clients 's preference for power and ready to accept new foreign goods consumer trends The Body Shop Innisfree - The reputable brand in England has - Cosmetics brand extracted from natural more than 3,000 stores in more than 60 ingredients of cosmetics group Amore countries Pacific of Korea - The Brand is consumer-friendly and - Specializes in manufacturing and pursues core principles such as supplying skin care product lines for combating animal testing, supporting both men and women local trade unions, instilling pride, protecting human rights, and keeping - Product ingredients are made of natural the planet green ingredients - Providing diverse product lines suitable - The company uses extremely friendly for many different customers such as recycled packaging skin care products, and body care products - The packaging is extremely eye- catching with fresh nature images Dove Tree hut - The reputable personal care brand of the - Owned by Nattera International with USA Unilever extensive experience in the cosmetic - Diversity of products suitable for many industry people - Preferred by many famous people Products Price Effect 150.000 đ – 295.000 đ Cocoon Winter Melon - Deeply cleans makeup, Micellar Water dirt, and sebum on the skin’s surface - Light, airy, and does not clog the skin - Control of excess oil assists in acne skin care Rose bi-phase micellar - Quickly removes long- water wearing makeup 155.000 đ – 245.000 đ - Moisturizes and softens skin - Suitable for both eye and lip area - Suitable for all skin types, including sensitive skin SECTION 3: IMC PLAN IMC Objectives - Reach target customers’ brand awareness of Cocoon to 90% in months - Achieve knowledge of target customers of Cocoon to 78% in months - Increase target customers’ preference for Cocoon products to 65% in months - Reach 40% of target customers to try Cocoon products in months Target Audiences Group Group Demographic Student (high school / university) Graduates and new employees Geographic Psychographic Aged: 16 – 22 years old Aged: 22 – 28 years old Behavior Income: – million VND Income: – 10 million VND Favorite Live in HCM city and urban areas source of information They often pay great attention to They start having jobs and earning expressing individuality and an income, they often feel difference and care more about overwhelmed with constant appearance busyness and pressure They want to be beautiful and They want to live a fulfilling life, attractive to impress people reduce stress, and prioritize self- around care Tend to favor products that give Prefer to use products that are immediate results and products committed to efficiency and high that are eco-friendly quality Purchase decision process: Find Purchase decision process: out information and refer to Reviews on social networks easily reviews on social networks and influence them Tend to buy a friends around Tend to buy each whole set of beauty products product individually or in Combo when promoting Social media (Facebook, Instagram ), magazine, blog… KOLs, celebrities, and influencers Family and friends Document continues below Discover more fTrroumyề: n thơng tích hợp (IMC) IMC2021 Trường Đại học Tài… 33 documents Go to course IMC cuối kỳ - Việt Nam đất nư… 25 100% (2) Thơng CÁO BÁO CHÍ - BT IMC None CIF in Incoterms in major international… THƯƠNG 100% (1) mại quốc… Bài-tập-mẫu - tập 100% (2) THƯƠNG mại quốc… Lecture for chapter (p 47 THƯƠNG 100% (2) mại quốc… Sales Contract between two parties THƯƠNG 67% (3) mại quốc tế Influencers Luna Đào (Đào Bá Lộc) is one of the most popular beauty bloggers and the face favored by many high- end fashions and cosmetic brands 500,000 subscribers on YouTube 200,000 followers on Facebook 100,000 followers on Instagram Nguyễn Lâm Thảo Tâm is a face as well as an influence on Gen Z generation Because Cocoon’s customers also target Gen Z, as well as Thao Tam's personality is suitable for the brand 260.000 followers on Facebook 330.000 followers on Instagram 115.000 followers on TikTok All natural materials are sourced directly from local farmers by Cocoon (rose in Cao Bang, coffee in Daklak…) also import drugs, vitamins, and other products from countries such as France, Germany, and Japan, ensuring the right price and quality Besides, customers can purchase its goods directly from its dealers Cocoon products can also be found through various vendors These vendors include Hasaki, Guardian, Watson, and ThegioiSkinfood Cocoon has established relationships with well-known journalists and reputable news sources, including ĐẸP, Elle, and Tuoitre Creative Strategy Truth People in today's society always value beauty with smooth, blemish-free, radiant, and full-of-life skin To achieve this, people often decide to buy products chemical ingredients because they believe that these ingredients will penetrate deeper into the skin faster and give noticeable results after a short time of use Tension Currently, there are too many types of makeup removers on the ingredients that contain chemical ingredients that cause allergies, irritation, and damage to the facial skin Motivation Desire to use makeup remover line made entirely from natural ingredients, benign for all skin types Insight “I have always wanted to have healthy skin but am afraid to use products containing chemical ingredients that can cause skin irritation Therefore, I needed a vegan product line, made from natural ingredients that not harm the skin.” Big idea: Cocoon understands that you want to have beautiful, healthy, and firm skin but are afraid of products containing many chemical ingredients that can cause irritation and harm to the skin Therefore, through the Green product line, Cocoon wants to help customers confidently use products made from completely natural, benign, and safe ingredients for users' skin Key message: “Cocoon Green - nuôi dưỡng nét đẹp nguyên bản” Slogan: “Giữ trọn nét đẹp tự nhiên” Development Plan Time: 1/1/2024 – 31/1/2024 Objective: Increase customers brand awareness by 25% Key message: “Thêm bạn – Thêm xanh” Objective: Reach 15000 people know about the press conference Achieve 70% of customers understand the message Increase brand awareness by 10% Press Conference Location: Vincom Center Landmark 81 Content: In the daily skincare routine, makeup removal is always the most important step to remove dirt on the skin after day of our activities outside, so makeup remover is an indispensable product Realizing that beauty issues are increasingly necessary, people are more careful with what they put on their skin and promote humanitarian factors, Vegan cosmetics are a trend that many people choose Therefore, Cocoon has launched a line of vegan makeup remover products made from ingredients that are close to and familiar with Vietnamese life and most importantly, both ensure the health of consumers and contribute to protecting the environment Cocoon wants to spread human values by not testing products on animals and forming a habit of using vegan cosmetics for Vietnamese people Invited KOLs and influencers to attend the press conference: Khánh Vy Thảo Tâm Giang Ơi Diệp Lê Đào Bá Lộc An Phương Dr Hiếu Aesthetic Media vehicle: TVC, poster, OOH, magazine Objective: Reach 500,000 views Increase customer brand awareness by 15% Achieve 10% knowledge of customers TVC Content: On New Year's Day, people are always busy with outside work, leading to their faces full of dirt They look for makeup remover products containing deep- cleansing ingredients, but they not understand and listen to their skin but follow beauty trends As a result, it makes your skin vulnerable and prone to irritation The Cocoon Green makeup remover line - made from 100% natural ingredients was born, the product is suitable for all skin types from sensitive to normal Will it help customers solve their concerns about whether the product is suitable for their skin? Poster Location: The bus stop is in big cities: Ha Noi City, Ho Chi Minh City, and Da Nang City Location in Ha Noi City: 212 Hoang Quoc Viet Street, Cau Giay district, Ha Noi 623 De La Thanh Street, Ba Dinh District, Ha Noi 16 Kim Giang Street, Thanh Xuan District, Ha Noi Location in Ho Chi Minh City: 265 Tran Hung Dao Street, District 1, Ho Chi Minh 217 Nguyen Trai, District 1, Ho Chi Minh 247D Dien Bien Phu, District 3, Ho Chi Minh 136 Ham Nghi, District 1, Ho Chi Minh Location in Da Nang city: 341 Ton Duc Thang Street, Lien Chieu district, Da Nang 463 Ngo Quyen Street, Son Tra district, Da Nang 495 Tran Cao Van Street, Thanh Khe district, Da Nang POSM Location: Advertising screen frame at shopping mall Van Hanh mall (Ho Chi Minh City) Crescent Mall (Ho Chi Minh City) AEON Mall Long Bien (Ha Noi City) Trang Tien Plaza (Ha Noi City) GO Da Nang (Da Nang City) Parkson Da Nang (Da Nang City) Magazine Editorial office: Elle Vietnam and Dep Magazine Scheduling method: Pulsing Time: January 1, 2024 January 10, 2024 January 30, 2024 Time: 1/2/2024 – 6/5/2024 Objective: Increase customer brand awareness by 45% Increase customer Key message: “Hành trình đổi da” Objective: Increase by 10% total revenue Increase customer brand awareness by 10% Reach 12% of customers who like and prefer Cocoon products more Discount Time: 9/2/2024 – 16/2/2024 Selling 6000 sets of "LOVE" gifts on Valentine's Day Detail: To celebrate Valentine's Day, when customers buy of sets of "LOVE" gifts, besides getting a discount, customers also get an extra coupon 12% when buying set or set and a coupon 20% when buying set Additionally, customers who purchase micellar water 310ml from bottles will receive a 10% coupon for their next purchase The product discount will not apply when customers purchase products individually Set 1: (Discount from 785.000 => 599.000 VND) Rose cleanser 140ml – 195.000 đ True rose face mask 100ml – 345.000 đ Rose bi-phase micellar water 310ml – 245.000 đ Set 2: (Discount from 895.000 => 699.000 VND) Rose aqua gel cream 100ml – 385.000 đ Rose bi-phase micellar water 310ml – 245.000 đ Rose serum 30ml – 265.000 đ Set 3: (Discount from 1.325.000 => 1.099.000 VND) Winter melon cleanser 310ml – 295.000 đ Winter melon micellar water 500ml – 295.000 đ Winter melon serum 140ml – 195.000 đ Winter melon toner 140ml – 195.000 đ Winter melon face mask 100ml – 345.000 đ Sweepstakes Time: 4/3/2024 – 10/3/2024 Purchase orders with bills from 400,000 VND will get a lucky spin Content: To celebrate International Women's Day, customers who buy goods with an invoice of 400,000 VND will get lucky spin (the program is only applicable to customers who purchase directly at the store) Very attractive rewards with limited quantity: 200 coupons for 15% off the next purchase (valid within month from the date the customer receives the coupons) 600 bottles: Rose bi-phase micellar water (140ml) 155,000 VND 700 bottles: Winter melon micellar water (140ml) 145,000 VND 1,500 tote bags with the logo and slogan of Cocoon 120.000 VND Coupons Time: on 3/3, 4/4, and 5/5 Content: Discounts on online shopping platforms (Shopee, Lazada, TikTok shop) Free shipping with bills over 100,000 10% discount with bills from 300,000 8% discount with bills from 250,000 VND Discount 10,000 VND with bill from 100,000 Objective: Increase customer brand awareness by 30% Reach 15% of customers who know the events and understand the message Achieve 20% liking of customers Content: Invite influencers to experience purchasing sets of "LOVE" gifts After that, they post videos and photos on Facebook, YouTube, and TikTok Kols: Đào Bá Lộc (Luna Đào), Diệp Lê, An Phương 10 Media vehicle: social media Objective: Reach 10000 viewers Reach 7% of customers’ brand awareness Achieve 5% preference of customers Influencer marketing Content: Invite influencers to experience cosmetic shopping through an electronic platform Google search Pay for keywords: cosmetics, Cocoon cosmetics, buy cosmetics online, where to buy reputable cosmetics, Cocoon sales Time: 20/5/2024 – 30/6/2024 Objective: Increase by 10% of customers’ brand awareness Achieve 7% preference of customers Increase by 12% total revenue Key messages: “Môi trường xanh - Cocoon sạch” Objective: Reach 30,000 people know about the campaign Campaign Time: 20/5/2024 – 31/5/2024 Content: Cocoon cooperates with Giang Oi to propagate and announce the campaign to protect the green environment through social media (Facebook, Instagram, TikTok) and media channels (Kenh 14, Tuoitre ) to call for everyone's participation for the benefit of the community Campaign Time: 1/6/2024 – 30/6/2024 Content: Started the campaign by collecting garbage in canals and streams in Ho Chi Minh City and Vung Tau Beach Divide the campaign into stages: Stage (1/6 – 5/6): One great way to protect the environment before it's too late is by joining hands with organizations that are working towards environmental 11 protection Cocoon collaborated with Giang Oi and volunteers have taken the initiative to protect the environment by conducting garbage collection activities in the Nhieu Loc canal This is not only helping to keep the canal clean, but it is also creating awareness among people about the importance of environmental protection Stage (5/6 – 30/6): 5/6 – 10/6: Giang Oi and Cocoon jointly carried out a campaign to collect garbage to protect the environment in Vung Tau Beach Cocoon wants to send a message to tourists and locals to join hands to protect and preserve the landscape and habitat of marine life and prohibit illegal discharge activities 11/6 – 20/6: “Trồng cây, tương lai bền vững”, Cocoon and Giang Oi call on everyone to join in planting trees and greening cities in localities to clean the air and create green areas for residential areas 21/6 – 29/6: Organize the festival “Môi trường xanh - Cocoon sạch” at universities in Ho Chi Minh City to inspire, educate, and spread the message to the generation of students to contribute to the construction, and preserve the image and landscape of the city green, clean, and beautiful 30/6: At the end of the campaign, Cocoon and Giang Oi will together donate 5% of the revenue to buy tree seeds and donate them to conservation areas in the Southeast and Southwest Time: 10/2/2024 – 12/2/2024 Content: Organize an event on Cocoon's birthday Organize mini-games at the store: Organize mini-games at the store: Customers will be able to participate in the lucky spin when they come to buy products at the store and have an opportunity to receive many attractive gifts Organize online mini-games: Customers will participate by dropping emotions sharing posts about propaganda activities and commenting on a number Customers with lucky numbers will receive a reward "voucher 500k + set of products of Cocoon.” 12 Timeline KPI Budget 10 Evaluation and Measurement - The goal of this IMC plan is to increase revenue, awareness, and interest - Many methods are used in measurement and evaluation strategies We bring together a diverse group of people who have and have never used the product - Campaigns are measured by KPIs based on reach, views, comments, participants, and visitors The press conference will also be held to catch customers’ attention Short viral clips of advertising will be made to introduce Cocoon and its products The duration of this viral video should be brief and modest, and the material should be streamlined with attractive phrases and attention-grabbing graphics since it will be displayed on social media such as Facebook Ads, YouTube Ads, etc Moreover, enormous outdoor advertisements (OOH) are displayed to announce the arrival of Cocoon and the first experience event, electronic banners or banners using LED displays are erected at well-known department stores 13 To enhance website traffic and the frequency with which the brand is mentioned in conversations, Cocoon invites influencers such as Giang Oi, Diep Le, and An Phuong to participate in an experience on its digital platform and will be gifted a limited Cocoon color gift box The action is meant to attract customers to shop at Cocoon Not only that, the cosmetics retailing brand also releases several sales promotions such as limited-time discounted products, free- shipping, and voucher giveaways With just a few minutes of video on social networks, those influencers can reach hundreds of thousands of people with their message This method of communication will be used by Cocoon to engage customers These influencers will make viral videos to raise brand awareness SECTION 4: CONCLUSION Maintaining customer loyalty, attracting new customers, and winning customer trust is crucial in an increasingly competitive market Creating and building a communication plan is integral to Cocoon micellar water Through in-depth research on this product, the author found that Cocoon has outstanding advantages This plan will help drive sales of Cocoon, attract more customers, and help them recognize and understand the product’s value However, Cocoon still needs to develop more appropriate and organized public relations strategies to help establish brand image and establish good relationships with the public 14 More from: Truyền thông tích hợp (IMC) IMC2021 Trường Đại học T… 33 documents Go to course IMC cuối kỳ - 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