the media plan cocoon

Cocoon uses abundant natural ingredients such assquash, mint, tea tree, Dak Lak coffee… each product is designedwith beautiful, thoughtful packaging and carries a humane message.The appe

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COCOON Media Plan

Lecturer: Doan Thi Thanh Huong

Nguyen Thi Mai Huong - HS153120

Subject: MKT304

Class: MKT1610

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C O C O O N 0 2

T A B L E O F

C O N T E N T

ABSTRACT 03

THE MEDIA PLAN 04

1.1 Company 05

1 Introduction 05

2 The situation analysis 08

2.1 Micro-environment 08

1.2 Products 06

2.2 Macro-environment 09

3 The marketing strategy plan 14

3.1 Objectives 15

3.2 Media strategy 16

3.3 Selecting and evaluating broad media classes 3.4 Selecting media within classes 18

3.5 Media use decision 18

4 Creative strategy plan 22

4.1 Schedule 22

4.2 Evaluation and follow up 23

Conclusion 25

APPENDIX 26

I

II

III

IV

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From a far-reaching perspective, Gen Z can

be said to be starting to engage in enhancing their own beauty values.

Starting from finding out the "hot"

products according to the influencers that I always follow Thus, we can see that, on average, at the age of 15-25, our girls have focused on the long-term beauty of the skin, have more or less knowledge in the field of skincare or more specifically, beauty skin with long-lasting cosmetic products, not temporary like makeup Pure Vietnamese cosmetics of Cocoon is also an emerging brand and is well received by young people But besides that, there is stiff competition from other

cosmetic brands So, in this essay, I will develop a communication plan for Cocoon with a new collection within a month to the youth (GenZ) - bringing a close color and packaging no less" plaything".

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0 4

THE MEDIA PLAN

C O C O O N

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Cocoon was born in 2013 and quickly became a favorite product by100% vegan Cocoon uses abundant natural ingredients such assquash, mint, tea tree, Dak Lak coffee… each product is designedwith beautiful, thoughtful packaging and carries a humane message.The appearance of Cocoon in the game of "big man" in thecosmetics retail industry Watsons is a milestone marking theenty of Vietnamese products into the international playground.Among the domestic brands being distributed by Watsons,Cocoon becomes a special name when it is "the best-sellingVietnamese brand in 2021 at Watsons" Shaking hands withWatsons since 2020, Cocoon vegan cosmetics have affirmed theposition of a 100% "made in Vietnam" product when placed onthe balance sheet with other imported products Cocoon as well

as promises its expansion into neighboring cosmetic retailmarkets and other regions in Asia

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materials such as squash, gotu kola, tea tree, coffee,grapefruit essential oil, etc Especially, 100% of Cocoonproducts are committed to not contain Parabens -

preservatives in cosmetics that are capable of irritating theskin, making the skin more vulnerable to the effects of theenvironment, easily leading to skin cancer or other

diseases Other dangerous diseases such as breast cancer

in women, reproductive failure in men

C O CO O N

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Cocoon has 4 main product lines:

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THE SITUATION

ANALYSIS

The demand for natural cosmetics is

increasing.

The domestic cosmetic market share

is gradually rising to its position

ahead of the international market

share.

The policy of the State encourages

"Vietnamese people to use

Vietnamese goods".

A sustainable ecosystem and respect

for the life of all species inspires

be carried when traveling.

Simple packaging design, easy to plagiarize product images.

In the form of a bottle design, it is quite unhygienic than the tube form Scrub beads are quite large compared to the skin of the face, so it

is difficult to cause mild burning when you do a strong massage The thickener should be quite expensive each time you use it.

WEAKNESS

Products are 100% vegan: do not use

ingredients from animals but

completely natural.

Reasonable prices, easy to accept for

low-medium income people High

quality Vietnamese goods, meeting

international standards.

Covering more than 1,000 systems

and large and small cosmetic stores

in 63 provinces and cities.

Extremely "pure Vietnamese"

ingredients such as squash, gotu kola,

coffee are available in the country.

Vietnamese people's preference for foreign goods.

Challenges from the technology platform in the post-pandemic new normal.

THREATS

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2.1 CUSTOMER PERSONAl

Demographic characteristics: The age

group from 15-25 years old is a student, a

student, an employee with a certain

income

Reasons to use the product: During

puberty, acne often occurs, the skin will be

oily, dry and easily irritated After the acne

is gone, it will leave scars and bruises Safe

and natural cosmetics

The potential market calls for young

consumers: The Zoomers (GenZ)

Gen Z respects brands that are highly

conscious of their ecological footprint and how

they care for the environment

GenZ Millennials Gen X Baby Boomers

75

50

25

0

Gen Z is always a challenge when marketers

create the right marketing campaign They

grew up in the time of being online 24/7 with

multiple channels like Facebook, Instagram,

Youtube, TikTok,

Figure 2.1 Statistics of love of natural products (FirstInsight, 2020)

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2.2 CHARACTERISTICS OF

MEDIA CLASSES IN VIETNAM

INTERNET USERS

In January 2021, Vietnam reached the milestone of 97.8 million people

with the urban population accounting for 37.7% In which, about 68.17

million people are using the Internet through different platforms, with an

average duration of 6 hours 47 minutes This is a fairly large amount of

Internet usage in a day (Hootsuite, 2021)

Total number of

Internet users

Internet users as a persentage of total population

Annual change in the number of Internet users

Average daily time users aged 16 to 64 spend using the Internet

Persentage of users accessing the Internet via mobile divices

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SOCIAL MEDIA

72 MILLION

+10.8% +7.0 MILLION

73.7%

98.8%

74.14 MILLION

Total number of active social media users

Social media users

as a persentage of the total population

Anunal change in the number of social

media users

Number of social media users acccessing via mobile

Percentage of social media users accessing via moblie

The year 2021 also witnessed a dizzying increase in the

number of social network users in Vietnam with more than

72 million people accounting for 73.7% of the total

population This number increased by about 7 million

people over the same period last year (Hootsuite, 2021)

Figure 2.2.2 Overview of Social Media using (Hootsuite, 2021)

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statistics from the Department of E-commerce and Digital

Economy show that customers in Vietnam switch to shoppingmainly on websites and e-commerce trading floors

Specifically, in 2020, up to 74% of people shop on websites, e-commercetrading floors while buying on forums and social networks reaches 33%.This rate is significantly different from the previous year figure of 52% one-commerce channels and 57% on social networks E-commerce platforms

in Vietnam such as Shopee, Lazada, Tiki, and Sendo recently have alsoincreased the range of food and essential goods to meet the needs ofusers (Statistics of the Department of E-commerce and Digital Economy)

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C O C O O N

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2.3 COMPETITORS

ANALYSIS

Cocoon's three competitors in the field

of vegan cosmetics are: Sukin, The Body Shop, Klairs.

Although "late birth", but in the Vietnamese cosmetics market, Cocoon seems to have far ahead of my "elders" What Cocoon can do is not only to bring good quality products, beautiful

designs, and convenient to use, but this brand also brings profound values to consumers Each product Cocoon creates has a very unique feature of Vietnamese nature.

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THE MARKETING STRATEGY PLAN

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3.1 OBJECTIVES

Create awareness and build

positive associations with the

company and its products

Reasons to use the product: During

puberty, acne often occurs, the

skin will appear oily, dry and easily

irritated After the acne is gone, it

will leave scars and dark spots

Create a digital strategy focused

on people between the ages of 15

and 25 The group is active on

several digital platforms such as

Facebook, Instagram, Tiktok and

Snapchat Most of them visit a

personal care website, blog or

YouTube channel every week of

the month

Received positive feedbackfrom customers over 70%,negative rate no more than10%

Attracting the attention ofdomestic media: Yan News,Kenh14, Dantri, and theattention of foreign media:BBC, CNN

Attracting the attention ofdomestic beauty bloggers:

Ha Linh for foreign: PeonyMakeup

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3.2 MEDIA STRATEGY

a) High Quality Images Make the Content More Interesting:High Quality Images Make the Content More Interesting

Images will always make content more interesting, and the reason forthis is you are able to tell a story and connect with users throughimagery (Nebase Media, 2020)

b) Choose media allowing immediate interaction:

In today's digital era, people are surrounded by interactive media.Everywhere you look, you will find an example of this form ofcommunication (Investopedia)

c) Buzz marketing is essential:

People participating in social networks often tend to care, listen, andshare with others, so they often influence each other Therefore, it isnecessary to generate positive reviews about the product fromvarious sources

d) The messages must be truly relevant to young people:

Cocoon is a Vietnamese vegan product, so this is a limitation foryoung people who love foreign high-tech skin care products.Therefore, it is recommended to use stories and images aimed atpsychological safety, truth and effectiveness

e) Selecting influencers that are demographically and

socially relevant:

The selected KOL will appear as the face of Cocoon, who mustrepresent young people, have typical thinking of contemporary hteesand a high sense of community

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Figure 3.3.1 How chosen media classes fit into the aforementioned strategy

3.3 SELECTING BROAD MEDIA CLASSES

How this media classes fit into the strategy

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3.4 - 3.5 SELECTING MEDIA WITHIN

CLASSES AND MEDIA USE DECISION

Media within classes

Internet advertising

Advertise through Google

Search Network (GSN) and

through Google Display

Network (GDN)

Advertise with GSN and

remarket to customers

with GDN

Upgrade the official

website (SEO, UI/UX, etc.)

Google:

For GSN, ads will be displayed on theresults page when your customerssearch for related keywords Forexample keywords "mỹ phẩm thuầnchay", or "toner bí đao" “tẩy da chếtcafe", ect

For GDN, instead of showing ads onresults pages, ads will show up onwebsites (that your potential customerscan use) For example, about a Displayad

Media use decision

Run online advertisements

Upgrade the fan page with

Tiêu đề	The Media Plan Cocoon
Tác giả	Nguyen Thi Mai Huong
Người hướng dẫn	Doan Thi Thanh Huong
Chuyên ngành	MKT304
Thể loại	essay

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Số trang	27
Dung lượng	15,65 MB