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: 1 LÃ MINH HIẾU ID: 2121012668

2 HÀ XUÂN HOÀNG ID:

3 HUỲNH HY NGỌC ID: 2121013922

4 NGUYỄN LÊ VĨNH TÚ ID: 2121009738

5 LÊ HOÀNG MINH Y ID: 2121012278

Class code: 2321910007501

Lecturer: NGUYEN THI MINH NGOC

August 18, TPHCM

LIST OF CONTENT

SECTION 1: INTRODUCTION 1

SECTION 2: MARKET AND BUSINESS OVERVIEW ANALYSIS 1

1 Market overview analysis 1

2 Company’s situation analysis 1

2.1 SWOT Analysis 1

2.2 Competitor 2

2.3 Cocoon Products 3

SECTION 3: IMC PLAN 4

3 IMC Objectives 4

4 Target Audiences 4

4.1 Target market 4

4.2 Other groups 5

5 Creative Strategy 6

5.1 Insight 6

5.2 Big Idea 6

6 Development Plan 7

6.1 Phase 1: Trigger 7

6.2 Phase 2: Engage 9

6.3 Phase 3: Amplify 11

7 Timeline 13

8 KPI 13

9 Budget 13

10 Evaluation and Measurement 13

10.1 Measurement 13

10.2 Evaluation 13

SECTION 4: CONCLUSION 14

1

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

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 do not harm the environment or body

- The ingredients are precise, entirely

vegan, and highly gentle, making them

- Brand awareness is still low

- Organic cosmetic products are also less

suitable for many different skin types

- The domestic cosmetic market share is

gradually increasing to its position

before the international market share

- Products suitable for Vietnamese

consumers

effective which takes longer to realize the change in the treatment

- Fierce competition for supplies, prices, promotions, and international cosmetics

- The demand for natural cosmetics is on

the rise

- Reasonable prices, easily accessible to

low – middle income people

- Stores cover major provinces and cities,

which are markets with great purchasing

power and ready to accept new

consumer trends

- Highly competitive market with many strong competitors

- Organic cosmetics are still relatively new to many Vietnamese customers and have yet to reach the national market

- Vietnamese clients 's preference for foreign goods

- The reputable brand in England has

more than 3,000 stores in more than 60

countries

- The Brand is consumer-friendly and

pursues core principles such as

combating animal testing, supporting

local trade unions, instilling pride,

protecting human rights, and keeping

the planet green

- Providing diverse product lines suitable

for many different customers such as

skin care products, and body care

products

- The packaging is extremely

eye-catching with fresh nature images

- Cosmetics brand extracted from natural ingredients of cosmetics group Amore Pacific of Korea

- Specializes in manufacturing and supplying skin care product lines for both men and women

- Product ingredients are made of natural ingredients

- The company uses extremely friendly recycled packaging

3

- The reputable personal care brand of the

USA Unilever

- Diversity of products suitable for many

people

- Owned by Nattera International with extensive experience in the cosmetic industry

- Preferred by many famous people

Cocoon Winter Melon

Micellar Water

150.000 đ – 295.000 đ

- Deeply cleans makeup, 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

-water

155.000 đ – 245.000 đ

- Quickly removes long-wearing makeup

- Moisturizes and softens skin

- Suitable for both eye and lip area

- Suitable for all skin types, including sensitive skin

SECTION 3: IMC PLAN

- Reach target customers’ brand awareness of Cocoon to 90% in 6 months

- Achieve knowledge of target customers of Cocoon to 78% in 6 months

- Increase target customers’ preference for Cocoon products to 65% in 6 months

- Reach 40% of target customers to try Cocoon products in 6 months

Demographic Student (high school / university)

Aged: 16 – 22 years old

Income: 3 – 5 million VND

Graduates and new employees Aged: 22 – 28 years old Income: 5 – 10 million VND

Psychographic They often pay great attention to

expressing individuality and

difference and care more about

appearance

They want to be beautiful and

attractive to impress people

around

They start having jobs and earning

an income, they often feel overwhelmed with constant busyness and pressure

They want to live a fulfilling life, reduce stress, and prioritize self-care

immediate results and products

that are eco-friendly

Purchase decision process: Find

out information and refer to

reviews on social networks and

friends around Tend to buy each

product individually or in Combo

when promoting

Prefer to use products that are committed to efficiency and high quality

Purchase decision process: Reviews on social networks easily influence them Tend to buy a whole set of beauty products

Favorite

source of

information

KOLs, celebrities, and influencers

Family and friends

Discover more

from:

IMC2021

Document continues below

Truyền thông

tích hợp (IMC)

Trường Đại học Tài…

33 documents

Go to course

IMC cuối kỳ - Việt Nam là một đất nư…

100% (2)

25

Thông CÁO BÁO CHÍ

- BT IMC

None

1

CIF in Incoterms in major international…

THƯƠNG

mại quốc… 100% (1)

6

Bài-tập-mẫu - bài tập

THƯƠNG

mại quốc… 100% (2)

9

Lecture for chapter 2 (p

47

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

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

include Hasaki, Guardian, Watson, and ThegioiSkinfood

THƯƠNG mại quốc… 100% (2)

Sales Contract between two parties

THƯƠNG mại quốc tế 67% (3)

3

6

-reputable news sources, including ĐẸP, Elle, and Tuoitre

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 do 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 ọn nét đẹp tự nhiên”tr

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 1 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

8

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 do not understand and listen to their skin but follow beauty trends As a result, it makes your skin vulnerable and prone to irritation

-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 3 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 mới làn da”

Objective:

Increase by 10% total revenue

Increase customer brand awareness by 10%

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 1 of 3 sets of "LOVE" gifts, besides getting a discount, customers also get an extra coupon 12% when buying set 1 or set 2 and a coupon 20% when buying set 3 Additionally, customers who purchase micellar water 310ml from 2 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)

1 Rose cleanser 140ml – 195.000 đ

1 True rose face mask 100ml – 345.000 đ

1 Rose bi phase micellar water 310ml – 245.000 đ

-10

1 Rose aqua gel cream 100ml – 385.000 đ

1 Rose bi phase micellar water 310ml – 245.000 đ

1 Rose serum 30ml – 265.000 đ

Set 3: (Discount from 1.325.000 => 1.099.000 VND)

1 Winter melon cleanser 310ml – 295.000 đ

1 Winter melon micellar water 500ml – 295.000 đ

1 Winter melon serum 140ml – 195.000 đ

1 Winter melon toner 140ml – 195.000 đ

1 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 1 lucky spin he program is only applicable to (t customers who purchase directly at the store Very attractive rewards with limited ) quantity:

200 coupons for 15% off the next purchase (valid within 1 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