report group assignment mkt304 cocoon

In addition, the brand imports active ingredients and vitamins from well-known sources such as Japan, France, the Netherlands, and Korea, ensuring the highest standards in its formulatio

GROUP ASSIGNMENT

MKT304 - Integrated Marketing Communications

Class: MKT1718Lecturer: Doan Thi Thanh HuongTeam Member - Group 4:

1 Introduction 2

1.1 Company 2

1.2 Product 2

1.3 Objectives 3

2 Analysis of Promotional Program Situation 3

2.1 Internal analysis 3

2.1.1 Promotional/ Marketing Department organization 3

2.1.2 Firm’s ability to implement the promotional program: 4

2.1.3 Agency Evaluation and Selection Review of previous program results 5

2.2 External analysis 7

2.2.1 Consumer behaviour analysis 7

2.2.2 Market Segmentation and target marketing Market positioning 7

3 Analysis of the Communication Process 9

3.1 Analyze the receiver’s response processes 9

3.2 Analyze source, message, channel factors 12

3.3 Establish communication goals and objectives 13

4 Develop Integrated Marketing Communications Program 13

4.1 Advertising 13

4.2 Direct marketing 14

4.3 Digital/Internet marketing 14

4.4 Sales promotion 14

4.5 Public relations 15

4.6 Personal Selling 16

5 Budget Determination 17

5.1 Set tentative marketing communications budget 17

5.2 Allocate tentative budget 18

6 Evaluate promotional program results/effectiveness (How/ tools) 20

7 Conclusion 21

8 References 22

1.1 Company

Cosmetics, like food, have the ability to enhance beauty and contribute to overall health As society evolves, there is a growing trend towards plant-based foods to prioritise health and sustainability In line with this mindset, vegan cosmetics have become popular among those who pursue a green lifestyle That's why Cocoon Cosmetics is dedicated to researching and continuously introducing 100% vegan cosmetic products that exploit the nutritious properties

of Vietnamese plants Not only are these products safe and gentle, but they are also free of animal ingredients, and Cocoon firmly opposes animal testing Proud to be a Vietnamese brand, Cocoon has broken down misconceptions around natural cosmetics, quickly asserting its position in the Vietnamese skin care industry Its success stems from a number of outstanding advantages:

● 100% Authentic Ingredients: Cocoon sources all ingredients from local Vietnamese suppliers, ensuring their authenticity and quality In addition, the brand imports active ingredients and vitamins from well-known sources such as Japan, France, the Netherlands, and Korea, ensuring the highest standards in its formulation

● 100% vegan cosmetics: Cocoon is committed to creating products that are completely free of animal-derived ingredients commonly found in cosmetics, such as honey, sheep placenta, and snail secretion filtrate By adopting a vegan approach, Cocoon upholds the values of compassion and sustainability

Through these ways, Cocoon Cosmetics is proud to be a 100% clean cosmetic brand made in Vietnam By prioritizing the use of plant-based ingredients, Cocoon delivers innovative and effective skincare solutions that match the values and preferences of health-conscious consumers and environment

1.2 Product

Cocoon Pomelo Hair Tonic, a superior hair care product extracted from grapefruit essential oil, is the standout product in the Cocoon range Known for its safe and natural formulation, Cocoon Hair Oil harnesses the power of nature to deliver exceptional results

Grapefruit essential oil in Cocoon Pomelo Hair Tonic not only has antibacterial and antioxidant properties, but also plays an important role in strengthening hair, reducing damage and breakage Derived entirely from nature, the ingredients in this product are carefully selected to ensure safe and benign for the hair and scalp

What sets Cocoon Pomelo Hair Tonic apart is the combination of Xylishine, a special ingredient extracted from brown algae called Pelvetia canaliculata This unique addition

enhances hair's resilience, improving the condition of damaged hair With regular use, your hair will regain strength, less damage, and more volume and softness.

1.3 Objectives

Cocoon's goal is to create completely vegan products without animal origin to meet the expectations and outputs of Vietnamese people's agricultural products: safe and effective They are made from pure Vietnamese ingredients that Cocoon has painstakingly searched for and distilled in lands such as Dak Lak coffee, Ben Tre coconut oil, Tien Giang cocoa butter, Cao Bang roses,

With pomelo essential oil hair care product, the marketing strategy objective is to enhance its position and become a leading enterprise in the market of vegan cosmetics in general and vegan hair conditioners in particular Simultaneously with other goals is to penetrate the market and diversify the product portfolio to serve and approach new needs in the current market

2 Analysis of Promotional Program Situation

2.1 Internal analysis

2.1.1 Promotional/ Marketing Department organization

Cocoon Vietnam, a well-known brand in the field of natural health care products, has attracted the attention of consumers with a product line of delicate natural extracts of grapefruit essential oil The brand's promotions are carefully designed to give customers countless opportunities to experience the rejuvenating benefits of their grapefruit essential oil products

Cocoon Vietnam's grapefruit essential oil promotions focus on highlighting the product's outstanding quality and multiple benefits By emphasising the natural extraction process and the purity of essential oils, Cocoon Vietnam aims to build the trust and loyalty of customers who are looking for premium healthcare solutions and genuine

Promotions:

● Buy 1 get 1 free, buy 1 get 2 free:

- When buying pomelo hair oil, Cocoon customers can choose 2 different gifts such as

1 coffee scrub or 2 mini bottles of mysterious makeup remover

- The selection of gifts such as a coffee scrub or a mini pumpkin remover bottle offers variety and enhances the experience of the customer The promotion has a limited time, lasting for a week, which creates a sense of urgency for customers to take advantage of the offer

- Time: 1 week

● 25% off all products on holidays and Tet:

- A significant 25% discount on all products encourages customers to purchase and potentially stock up on grapefruit essential oil It is important to assess the impact of this promotion on sales and profits, considering the potential for increased demand and pricing strategy.

- Time: 1 week

● Discount on total bill:

- For example, 5% off when the bill is over 500k This promotion may encourage customers to explore more products and potentially try additional items from Cocoon Vietnam's product line It is important to assess the impact on average transaction value and overall profitability with this rebate program

● Voucher offer:

- When purchasing grapefruit essential oil products, customers will receive a voucher that can be exchanged for additional products or services This initiative enhances customer satisfaction and encourages repeat purchases It is important to track the redemption rates of coupons and assess the overall impact on sales and customer loyalty

● Marketing Program:

- Cocoon organises marketing at events and gatherings of healthcare enthusiasts, offering discounts or offers to participants who provide feedback through customer surveys This approach not only promotes the brand, but also provides valuable feedback for future product development and marketing strategies It is important to analyse the return on investment (ROI) of attending these events and to evaluate the effectiveness of customer surveys in driving sales

2.1.2 Firm’s ability to implement the promotional program:

The birth of Cocoon as a "breath of fresh air" for the Vietnamese cosmetics industry has not only brought about a well-presented and stylish Vietnamese brand but also a product quality that is on par with other international brands.To achieve success and become one of the most renowned Vietnamese cosmetic brands, Cocoon has implemented and developed highly attractive promotional programs

Cocoon has utilised social media platforms as part of its marketing strategy by organising mini-games to attract customers, inspire them, and reward the winners.In particular, during the "Discover Vietnam" marketing campaign in August 2020, Cocoon used Social Media Marketing through engaging mini-games on its official Facebook Fanpage to introduce customers to new product lines.Players only needed to comment and tag their friends on the mini-game post A participation link would then be sent directly to them via Messenger through the Chatbox The reward was a vegan rose skincare line from Cao Bang and coffee from Dak Lak.Through this mini-game, Cocoon's marketing strategy successfully attracted customers, increased brand interaction on the fan page, and achieved strong viral effects In less than a month, on September 7, 2020, Cocoon had a total of 7,104 customers participating

in the campaign

Collaborative marketing:

In 2020, Cocoon, a 100% vegan cosmetics brand, collaborated with Lazada, one of the largeste-commerce platforms in Vietnam, to launch a series of promotional campaigns and discounts for its products This collaboration aimed to boost sales and increase brand awareness among Lazada's customer base The campaign was promoted through both Cocoonand Lazada's social media channels, including Facebook and Instagram

Specifically, during the "Lazada 8.8" major promotion, Cocoon offered a variety of deals with discounts of up to 20%, exclusively available on Lazada This event not only helped Cocoon attract customers who were not yet familiar with the brand on Lazada but also encouraged existing Cocoon customers to start shopping for the brand's products on the Lazada platform.One evidence of Cocoon's success on Lazada was its presence in the LazMall Brand Awards 2022 Cocoon was honoured in the category of "Vietnam Brand of the Year" for its outstanding growth index through each campaign on Lazada

2.1.3 Agency Evaluation and Selection Review of previous program results

Campaign: “ Discover Vietnam”

The purpose of Cocoon's "Discover Vietnam" campaign was to promote the brand and itsnew products, as well as strengthen customer trust in the products The goal was to show thatCocoon's natural, green, clean, and beautiful products could satisfy even discerningcustomers By using authentic imagery and real stories, the campaign brought a freshapproach to users and received their support, with the hope of opening new doors for thedevelopment of domestic cosmetics

The "Discover Vietnam" campaign by Cocoon was launched in August 2020 Cocoon utilisedSocial Media Ads through mini-games on its official Facebook Fanpage, with easy gameplay,aimed at introducing customers to new product lines

The campaign was divided into two phases: Phase 1 featuring organic roses from Cao Bang,and Phase 2 featuring coffee from Dak Lak.

Players only needed to comment and tag their friends on the mini-game post A participation link would then be sent directly to them via Messenger through the Chatbox The reward was

a vegan rose skincare line from Cao Bang and coffee from Dak Lak

With this "easy as pie" game, Cocoon's "Discover Vietnam" campaign received significant attention and participation from people, thus increasing interaction on the Fanpage This demonstrates the strong viral effectiveness of Cocoon's marketing strategy

Results: The "Discover Vietnam" campaign yielded the following outcomes for Cocoon:

Over 7,100 participants; Over 3,000 comments across both phases; 20% increase in conversion rate; Over 300 more orders compared to normal

The success of the "Discover Vietnam" campaign helped Cocoon enhance brand recognition among customers as a high-quality vegan cosmetics brand from Vietnam

The campaign effectively conveyed the message to the target customers about using organic products that are free from harmful chemicals and microplastics, thus contributing to the environment This is also evidence of a local brand employing smart and savvy Social Media Ads strategies Despite being a relatively new name in the market, Cocoon has made a significant impact with its commitment to veganism Moreover, thanks to this campaign, we have reason to hope for a well-established Vietnamese brand, both in terms of quality and appearance

2.2.1 Consumer behaviour analysis

Consumer behaviour towards Cocoon's hair nourishing oil reflects a high level of interest andawareness in hair care and beauty Consumers seek products that can improve their hair condition and provide significant benefits Cocoon's hair nourishing oil has attracted attentionfor its effects in treating hair loss, stimulating hair growth, preventing dryness and damage, and leaving the hair naturally smooth and silky

Derived from natural ingredients, Cocoon's hair nourishing oil instils trust and confidence in consumers With diverse benefits such as hair loss treatment, hair growth stimulation, prevention of dryness, and restoration of damaged hair, consumers experience tangible benefits from using this product

Consumers have the habit of incorporating Cocoon's hair nourishing oil into their daily hair care routine or using it based on their individual needs and hair condition They understand that Cocoon's hair nourishing oil not only provides a sense of relaxation and comfort but also serves as a natural and effective solution for weak, damaged, and dry hair

Through purchasing channels like retail stores and Cocoon's official website, consumers seek information about the product, reviews from other users, and promotional programs They place trust in Cocoon's hair nourishing oil because of its natural ingredients This indicates a high level of awareness and the importance of caring for hair using natural and health-safe products

In summary, consumer behaviour towards Cocoon's hair nourishing oil reflects a high level

of interest and demand for high-quality hair care With its effects in treating hair loss, stimulating hair growth, preventing dryness, restoring damaged hair, and providing naturally smooth and silky hair, Cocoon's hair nourishing oil has become a useful and reliable choice for consumers

2.2.2 Market Segmentation and target marketing Market positioning

a Market segmentation

a.1 Segment 1

Demographic: Female, aged 16-28

Income: 2-10 million VND per month

● Students, young professionals (2-5 years of work experience)

Geographic: Residing in major cities and surrounding areas

Psychographic:

● Young, dynamic, modern lifestyle

● Keen on staying updated with new beauty trends, living a green and nature-loving lifestyle, valuing humane aspects, and avoiding harm to animals

● Shopping habits: Prefers products that provide immediate results, have pleasant and mild scents, are user-friendly, and environmentally friendly

● Frequency: Typically uses the product 3-4 times per week

● Purchase decision process:

● Typically conducts research and gathers information about the product, references online reviews, and seeks opinions from friends

● Tends to purchase individual products or combos when there are promotions

a.2 Segment 2

Demographic: Female, aged 29-39

Income: 10 million VND per month and above

● Married, with a family

Geographic: Residing in major cities and surrounding areas

Psychographic:

● Mature, composed, family-oriented

● Particularly interested in health products and functional foods, prefers premium and environmentally friendly products

Behavioral:

● Habits: Prefers products that promise effectiveness and high quality

● Frequency: Uses the product 3-4 times per week

● Purchase decision process:

● Influenced by online reviews, tends to purchase beauty sets

b Target market selection

I chose the first segment because females in the age range of 16-28, living in major cities, are often financially independent or have less financial dependence on their parents They belong

to the educated group, and their lifestyle is gradually becoming more sustainable,

environmentally conscious, and focused on green living Additionally, they are highly interested in beauty and are more cautious in their product choices The emphasis on humane factors has increased, making vegan cosmetics a popular trend among them Furthermore, women in this age group make purchasing decisions based on emotional values and are easilyinfluenced by humanistic messages in advertising They are smart consumers who understandthat product quality often comes with a price, but they also know that expensive products are not always effective

According to Facebook Analytics, Ho Chi Minh City has 3,300,000 females aged 18-30 Therefore, the estimated target market consists of approximately 1,500,000 individuals who fit the target customer profile

Positioning the vegan cosmetic brand "made in Vietnam"

As mentioned earlier, Cocoon focuses on authenticity, sustainability, and social

responsibility The brand values transparency and honesty when it comes to its products and business practices That is why Cocoon utilises environmentally friendly packaging and supports organic farming methods

3 Analysis of the Communication Process

Facebook, Instagram, and Tiktok are the main social networking platforms that Cocoon utilizes to advertise its brand and products to prospective clients On these channels, Cocoon refreshes the material on a regular basis with news about new products, articles about skin and hair care, and promotions for the company Additionally, Cocoon often communicates with clients through social media promos, private messages, and comments

3.1 Analyze the receiver’s response processes

The AIDA model may be used to evaluate the receivers of Cocoon's feedback process which include Attention, Interests, Desires, and Actions

Stage Attentions: This stage is intended to attract the attention of potential customers

through marketing strategies such as advertising, PR, online marketing, or other

communication activities Making potential clients aware of the goods or services is the aimatn this stage Cocoon has had good success getting customers' attention by developing mini-games for social media For example, the minigame lucky spine in the campaign

"Discover Vietnam" was mentioned before or the "Active Life Diary inLockdownn" minigame with the prizes are free Cocoon goods for the winners As an alternative, the minigames "Determine the name of the trial product kit" in the "Explore Vietnam" campaign and the minigames "Because animals need to be loved", which the participants will share moments with their pets As a result, the brand experiences a strong viral impact that draws and motivates more individuals to connect with it

Stage Interest: Once the curiosity of the target audience is established, Cocoon begins to

search for ways to continue stimulating their interest in the brand and products/services As a result, Cocoon works with influencers like Trinh Pham, Vo Ha Linh, Giang oi, Makeup ArtistQuach Anh, In order to have a positive impact on consumers' views on brands and products,and make the Cocoon brand more widely covered, attract customers and gain their trust Or

as a famous activity of Cocoon's cooperation with female rapper Suboi, the "Queen chất" campign was launched, including two kinds of Exfoliating body and lips from pure Đắk Lắk coffee

In addition, Cocoon also provides recipients with information about the animal protection programs that Cocoon participates in along with the certifications that Cocoon has achieved, typically by Cruelty Free international - a "gold standard" “global for products non-tested on animals The publicity of the certifications that Cocoon has achieved, along with many posts calling for people to join the journey of fighting for animal rights has given the company a reputation for being humaness and wholly vegan It builds customer trust and makes consumers that care about this subject and want to learn more about this brand and the products it offers