Therefore, Cocoon is continuously researching and launching 100% vegan cosmetic products which maintain all Vietnamese plant nutrients, safely and benignly, do not use animal ingredients
INTRODUCTION
History of Cocoon
The Cocoon Original Vietnam is a natural vegan Vietnamese cosmetic brand
Cocoon belongs to Nature Story Cosmetic Co., Ltd Vietnam Cocoon products are – completely natural and are committed to not testing on animals 6 years ago, Cocoon officially launched to users with two main products: squash extract and pomelo peel extract, which specializes in treating acne and fading dark spots At this time, Cocoon began to receive a lot of acceptance from consumers But not stopping there, after 3 years of investment in research and product improvement, Cocoon has officially returned and successfully conquered Vietnamese consumers in a new professional look with outstanding quality On 9/2020, Cocoon was certified “not tested on animals and vegan” by the global animal welfare organization PETA In 11/2020, Cocoon officially became the first Vietnamese brand to be approved by The Leaping Bunny program of Cruelty-Free International one of the most famous programs – to ensure the production process is not tested on animals, in its commitment to not testing on animals
B The meaning of the brand’s name:
Cocoon is like a 'house' to incubate small worms and nurture them to turn into lovely, beautiful butterflies one day In this sense, The Cocoon Original Vietnam is the home for the Vietnamese people's skin, hair, and body, making you more beautiful, perfect, and bright on your own It was born for a simple reason to enhance the beauty of Vietnamese people with simple ingredients Cosmetics, like foodstuffs, offer people beauty as 'nutritious foods.' People tend to look for plant-based food to protect their health Together with this mindset, vegan cosmetics became a favorite trend in the green lifestyle for many people Therefore, Cocoon is continuously researching and launching 100% vegan cosmetic products which maintain all Vietnamese plant nutrients, safely and benignly, do not use animal ingredients, and don’t test on animals
C.The meaning of the brand’s logo:
5 In the logo, there is an image of a young woman wearing ao dai and conical a hat, posing both tender and confident, symbolizing the image of Vietnamese women in the new era At the bottom is the name of The Cocoon Original VietNam company
From that, we can see the meaning of the logo is: Cocoon Vietnam organic cosmetic helps Vietnamese women become more beautiful, more perfect and more confident Cocoon is a close friend who always accompanies Vietnamese women
They were born to give Vietnamese people healthy skin, hair, and body from simple ingredients that they eat every day They always keep one mission in their mind: applying the benefits of food around us combined with scientific knowledge to create cosmetic products that are safe and effective for everyone
The arduous journey to true beauty is not your own task, they will accompany you on that journey It's always been like that, forever and ever
100% of ingredients are of clear origin and are safe for the skin: all ingredients in the products have documents proving their origin from domestic and foreign material suppliers All products are researched for 12 to 24 months before being put on the market, tested to pass tests for microbiology, pH, irritation, stability over time, temperature, and humidity
100% vegan: do not use ingredients derived from animals, but instead apply and maximize the potential of active ingredients, plant extracts without the support of ingredients that have an animal origin
100% never tested on animals: Cocoon cosmetic formulations are researched and tested using laboratory tests or on volunteers Moreover, the raw material suppliers also commit not to test on animals during the research and production of that material, not to perform tests on animals such as rabbits, mice, fertilized egg yolks,
2 The objective of the company:
Cocoon loves nature They is always enthusiastic about discovering familiar ingredients from vegetables and fruits in Vietnamese people's daily lives These foods are rich in vitamins, antioxidants and minerals to promote skin health
6 The formulas are formed and perfected through the process of research and testing They worked and met Vietnamese people's expectations: safe and efficient
So the mission of Cocoon is to make what you put on your skin safe, effective and animal-free
Cocoon has 4 main categories of their products
Cocoon has been carefully invested in packaging design The design is straightforward, but beautiful and elegant It’s mostly warm color, decoration and product name often show the main ingredient in product
Product information such as ingredients, uses, and usage are clearly printed
Information such as logo, brand name, guarantee stamp, batch number, production date, bar code are publicly printed on the packaging and box, making buyers feel secure to use the product
Cocoon is a top brand in the beauty care of the Vietnamese market Cocoon is one of the leading brands in the field of nature, specialize in providing products made from 100% natural All Cocoon products are made from guaranteed natural ingredients and high quality in Vietnam Besides certifications from Leaping Bunny, PETA and The Vegan Society, Cocoon is also certificated by Paster Institute of Ho Chi Minh City for organic products that meet food safety and hygiene standards, meet
8 physical and chemical standards, don’t contain toxic sub tances and don’t cause skin s irritation
II MARKETING ENVIRONMENT ANALYSIS 1 Microenvironment:
The microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and puplics
Cocoon cosmetics was created in 2013, under the Cosmetic company Nature Story-Vietnam The Cocoon brand is known for its cosmetics and beauty products of 100% nature and pioneers to choose new ways for Vietnamese cosmetics
Top management is tasked with creating products with beautiful messages of humanity and environmental protection according to the “Beauty without cruelty” manifesto by Lady animal Rights activist
The finance department is interested in making sound decision about the source of capital and using the capital required to implement the plan by top management
Ample human resources, mostly active, responsible, creative young people, produce good products that fit customer tastes
All naturals materials are bought directly from local farmers by Cocoon (rose in Cao Bang, coffee in Daklak,…), in combination with imported drugs, vitamins, and the platforms from countries, such as: France, Germany, Japan, …at the right price and quality assurance
Managers also keep track of prices for brand, accessories, packaging, and so on To actively search for supplies in case of a supply shortage or delay in order to stabilize the prices and ready the supply of products to market
The Mission of Cocoon
They were born to give Vietnamese people healthy skin, hair, and body from simple ingredients that they eat every day They always keep one mission in their mind: applying the benefits of food around us combined with scientific knowledge to create cosmetic products that are safe and effective for everyone
The arduous journey to true beauty is not your own task, they will accompany you on that journey It's always been like that, forever and ever.
Principle of Cocoon
The objective of the company
Cocoon loves nature They is always enthusiastic about discovering familiar ingredients from vegetables and fruits in Vietnamese people's daily lives These foods are rich in vitamins, antioxidants and minerals to promote skin health
6 The formulas are formed and perfected through the process of research and testing They worked and met Vietnamese people's expectations: safe and efficient
So the mission of Cocoon is to make what you put on your skin safe, effective and animal-free.
Product of Cocoon
Cocoon has 4 main categories of their products
Cocoon has been carefully invested in packaging design The design is straightforward, but beautiful and elegant It’s mostly warm color, decoration and product name often show the main ingredient in product
Product information such as ingredients, uses, and usage are clearly printed
Information such as logo, brand name, guarantee stamp, batch number, production date, bar code are publicly printed on the packaging and box, making buyers feel secure to use the product
Cocoon is a top brand in the beauty care of the Vietnamese market Cocoon is one of the leading brands in the field of nature, specialize in providing products made from 100% natural All Cocoon products are made from guaranteed natural ingredients and high quality in Vietnam Besides certifications from Leaping Bunny, PETA and The Vegan Society, Cocoon is also certificated by Paster Institute of Ho Chi Minh City for organic products that meet food safety and hygiene standards, meet
8 physical and chemical standards, don’t contain toxic sub tances and don’t cause skin s irritation.
MARKETING ENVIRONMENT ANALYSIS
The microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and puplics.
The company
Cocoon cosmetics was created in 2013, under the Cosmetic company Nature Story-Vietnam The Cocoon brand is known for its cosmetics and beauty products of 100% nature and pioneers to choose new ways for Vietnamese cosmetics
Top management is tasked with creating products with beautiful messages of humanity and environmental protection according to the “Beauty without cruelty” manifesto by Lady animal Rights activist
The finance department is interested in making sound decision about the source of capital and using the capital required to implement the plan by top management
Ample human resources, mostly active, responsible, creative young people, produce good products that fit customer tastes.
Suppliers
All naturals materials are bought directly from local farmers by Cocoon (rose in Cao Bang, coffee in Daklak,…), in combination with imported drugs, vitamins, and the platforms from countries, such as: France, Germany, Japan, …at the right price and quality assurance
Managers also keep track of prices for brand, accessories, packaging, and so on To actively search for supplies in case of a supply shortage or delay in order to stabilize the prices and ready the supply of products to market.
Marketing Intermediaries
- Resellers: Cocoon has sold over 300 points in national cosmetics distribution systems In addition, the company focuses on distribution channels familiar to Vietnamese culture such as: supermarkets, marke and agencies ts
- Physical distribution firms help the company stock and move goods from their points of origin to their destination
- Marketing services agencies are the marketing research firms, demand of customers and companies with strategies to advertise and advise through celebrities and social networking sites (Facebook, website, ) help the company target and promote Cocoon’s products to the right markets
- Financial intermediaries: Cocoon made a return and warranty policy through Fanpage Cocoon.vn, pricing support policy.
Competitor
- Price competition: The product is marketed at a wide range of prices depending on the products:
+ With the lowest price of 35.000 vnd/product (lip balm) + With the highest price of 780.000 vnd for a five-course set of products Compared to the general level in the market, Cocoon is relatively cheap, suitable for all subjects, especially students The company must regularly study the
10 market in order to provide effective advertising and appropriate promotional activities to attract customers
- Competing for brand name products:
+ In particular, vegan cosmetics, Cocoon is a strong opponent of other vegans in the Vietnamese market
+But in terms of the Vietnamese cosmetic market, Cocoon has strong competition, such as: Thorakao, Sao Thai Duong,
The company should concentrate on raising the value of its products and services as natural 100% products, humanitarian to help keep competitive advantage.
Publics
Financial publics affects the company’s ability to obtain funds
- Media publics: This group carries new, features and editorial opinions, help Cocoon to consumers by the media For example, the company launched its “ Kham pha Vietnam” campaign starting in August 2020, which is aimed at introducing new product lines from Cocoon throuh minigame deplo For exmple, the company launched its “ Kham pha Vietnam” campaign starting in August 2020, which is aimed at introducing new product lines from Cocoon through minigame deployed on Cocoon’s Facebook fanpage
- Government public: marketer must often consult the company’s lawyers on issues of product safety, truth in advertising, and other matters
- Citizen-action publics: Marketer offer consumer tastes surveys about Cocoon product, connect to customers through product reviews, answer their question to keep in good relationship with customers
- Local public: The company often has holiday show discounts, minigames giving present to winner player, while asking participants to comment and tag friends to the post to create customer interest
- General public: Consumer comment and review of product on beauty website, Cocoon’s websites, will affect its buying
- Internal public: The company has many entertainment activities for its employees to indulge in creating new products Organize training classes and have good policies for employees( insurance policy, holiday bonuses,etc ) to work more actively, more efficiently Contributing to the increase in product sales and corporate revenue.
Customer
The Demographic Environment
Vietnam has a large population and young people (full 16 to 30-year-old) account for a high 23,8% of the national population => high demand for beauty
- The shifting population: Population growth in large cities has created a potential market for commercial activities The company is interested in providing a large number of products consumed in concentrated and high income levels
- Increasingly modern lives, cultural and cognitive levels of people with material and spiritual needs, they desire healthy lives For this reason, Cocoon claimed its mission was to give customers a skin, a healthy young and full of fresh, simple ingredients and close from nature.
The Economic Environment
The expanding, growing economy creates favorable conditions for the company in the process of continuing investment in improving products and distribution channels Convenient for importing foreign sources of raw materials to Vietnam
- Incom distribution: Increasing incomes of people in both city and rural areas help increase the expenditure on goods
- Changes in consumer spending: Rising incomes lead people to spend more on outsourced, branded products and services and the rate of expenditure on essential products will decrease
The company has many advantages in selling products to market.
The Nature Environment
- Products contain natural ingredients, such as: differs, vegetables, tea, and so on Was the input material needed for Cocoon’s production of various products.
Vietnam has a hot climate prone to drought and water shortage that affects the supply of raw materials So, company should prepare contingency plans for dealing with them
- Climate change and increasing environmental pollution affect the skin and hair of people: black, tanned,dandruff hair, Don’t worry, Cocoon has got the product that will solve the consumer moral problem
- The producers pay attention to environment protection and humanity by al building wastewater treatment system, using recyclable bottles, veggie products and not animal testing.
The Technological Environment
- Adopt modern technology but still comply with and improve the traditional recipes, the secret to beauty, the meticulous processing stages, always clean and disinfect contact instruments during production
- Using the secret formula from Tue Tinh with modern manufacturing technologies, Cocoon has produced high levels of zucchini and pomepods, which help to treat acne, freckles and skin white
-Concern for the safety of the new product: All the pre-market cosmetic products were studied for 6 to 12 months in terms of perception, PH, stability, To meet the closed and non-cross contamination factors in the production stages, meeting the strict conditions of the Ministry of Health of Vietnam
Products are made in closed production lines according to the cGMP standard of
The Political and Social Environment
The legal system is increasingly complete and synchronized The State of Vietnam has many laws covering issues such as competition, fair trade practices, environment protection, products safety,…
• Increased emphasis on Ethics and Socially responsible actions
13 Socially responsible behavior: Enlightened companies encourage the manager to look beyond what is permitted by law, compete in a healthy way and say NO to the suppliers or inferior products
Cause-related marketing: Advertising and marketing activities must match the quality and cost of products as advertised Adjusting so as not to violate the regulations of the law but ensuring the media function well.
The Culture Environment
Geographic segmentation
Cocoon is the elite of Vietnamese people which are created for Vietnamese people That is why they are actively on the looking for new partners and distributors in all cities and provinces across the country in order to expand their product distribution network as well as provide natural cosmetics to more consumers
Distributors will benefit from preferential policies such as substantial discounts, sales and PR marketing assistance, and convenient product exchange
Cocoon has various sales agencies located in different areas such as Ho Chi Minh City, Ha Noi, Da Nang, Hue, Binh Duong, Can Tho, Dong Nai, Ba Ria Vung Tau, Thai Nguyen Also, their products are available at over 300 cosmetic distribution
14 systems It helps people to find and purchase Cocoon products easier no matter where they live
Cocoon reminds people of their homeland and celebrates Vietnamese precious materials by creating a very unique feature of Vietnam's nature through each product
The products are created from pure Vietnamese raw materials which are searched for directly in lands such as Thanh Hoa, Hoa Binh, Dak Lak, Tien Giang Therefore, customers can feel the Vietnamese soul in each product.
By understanding the skin problems that Vietnamese people are facing as well as the tropical monsoon climate in Vietnam, Cocoon has been greatly appreciated by the Vietnamese, especially young people They choose Cocoon because it is really suitable for their own sensitive skin and weather condition.
Demographic segmentation
Cocoon’s target market is young females The reason why women are potential customers is that they care more about beauty products, typically for skin and hair
Also, they believe that using those products would make them become more beautiful and confident in life
Since Cocoon is made for the young, who often face acne problems, all of its products concentrate on how to treat acne and oily skin The two main ingredients are Winter melon and Centella Winter melon help treat acne, inflammatory acne and reduce burns It can also be used to brighten, soften, increase resistance, provide nutrients to nourish healthy skin every day In addition, scientific research has found that the active ingredients in Centella help fight inflammation, soothe redness on the skin, aid in the recovery of damaged skin and help increase collagen for the skin
In order for people at different social statuses, income have the opportunity to to experience their products, Cocoon offers high quality vegan products at affordable prices The cheapest product is Ben Tre coconut lip balm at 32.000 VND and the most expensive product is Rose aqua gel cream at 375.000 VND (refer to cocoonvietnam.com)
Psychographic segmentation
Undifferentiated Marketing
Cocoon creates the same message about the benefits of using vegan products to its whole audience In order to appeal to such a large group of people, this usually means the message is more general Cocoon is a B2C business, they are looking to target eco-friendly, vegan beauty-loving, health-conscious individuals 100% of their products are vegan and international qualified by Leaping Bunny (the Cruelty-Free program)
According to our group’s survey, when mentioning about Cocoon Vietnam, most people will think of vegan cosmetic rather than its price, safety or packaging
What people remember the most when mentioning about Cocoon
Differentiated Marketing
The typical climate of Vietnam is tropical monsoon with the average temperature is usually over 30 degrees Celsius The skin could be more likely to be vulnerable and break out in pimples, especially young people who are facing puberty
By understanding this, Cocoon use winter melon and centella, the two magical anti- acne ingredients, as core ingredients in their products They also offer body, hair and lip care products for other purposes
A survey about Cocoon Vietnam, done by our group in June 2021, has achieved approximately 100 answers of people at the age of 18 to 25 who mostly live in Ho Chi Minh City A majority of people who participated in the survey say that they buy Cocoon products for acne treatment and cleansing purposes (47%; 48%) In addition, people were most impressive by Cocoon Dak Lak body polish (38%)
Looking at these features, I can see that anti-acne and cleansing are Cocoon’s biggest strengths
The purpose of buying Cocoon products
The most impressive product of Cocoon
The brand also focuses on online marketing to increase online visibility and likability Through the Cocoon Vietnam fanpage, they post news, information about promotions, and communicate with their audience on a daily basis According to our group’s survey, most people say that they know about Cocoon through social platforms (Facebook, Instagram, Youtube,…)
Additionally, Cocoon has their own website and sells on e-commerce platforms (Shopee, Lazada) These are essential supporting tools for promoting speedy sales because they provide specific information about each sort of goods for different purposes with public prices As a result, customers will be able to simply buy products without having to wait (check availability, reply messages, etc) This will help the buying process become more convenient and transparent
Most people know about Cocoon through its social platforms (70%)
Cocoon Vietnam can possibly grow their online presence and gain a better understanding of their consumer base by prioritizing Differentiated Marketing.
Niche Marketing
Positioning
Cocoon Vietnam is one of the first cruelty-free Vietnamese cosmetic brand that committed not to test on animals (Cruelty-Free) This is a significant advantage that will help Cocoon cement its position in the hearts of consumers Using cosmetics that have not been tested on animals is now a popular trend all across the world as it not only gives customers peace of mind about the product's components, but also encourages people to live a humane lifestyle and avoid harming little, helpless animals
Someone once said that modern woodblock prints in Vietnam are like a bridge connecting the past to the present while also connecting to the future Cocoon, in particular, cleverly incorporated the Vietnamese woodblock prints culture into the logos of ingredients such as winter melon, coffee, sa-chi, and pomelo
Woodblock prints in Cocoon ingredients logo (cre cocoonvietnam.com)
Vietnamese cosmetics, were unfortunately mistaken as unqualified and low quality products (fake cosmetics or self-mixed cream) which can lead to negative effects to the skin
However, the Vietnamese cosmetics market saw a dramatic transformation when Cocoon appears At Cocoon, we can witness the image of a cosmetic company that dares to pioneer its brand mark, and dares to have its brand mark recognized by
MARKETING MIX (4P) STATEGIES ANALYSIS
Cocoon truly spread the concept of beauty inside to outside by raising humanitarian and preserving sustainability of natural ecosystem
The trust that Vietnamese customers place in Cocoon in particular, and Vietnamese cosmetic companies in general, is the best proof that Vietnamese people do not abandon Vietnamese products They're simply waiting for new innovations from indigenous manufacturers
IV MARKETING MIX (4P) STRATEGIES ANALYSIS 1 Definition of marketing mix through Cocoon brand:
The importance of marketing mix can be seen in the various stages of a business It is a part of every organization's strategy including Cocoon and can affect the profitability of a particular operation
A marketing mix is a concept that consists of various tools and techniques used by marketers to achieve their goals
4P in marketing is a basic marketing model that consists of four elements:
- Product: What will Cocoon sell ? - Price: How much do Cocoon charge for the product ? - Place: Where will the customer buy the Cocoon’s product ? - Promotion: How will customers learn about the Cocoon’s product ?
Understand and meet customer needs
20 To determine what to sell, Cocoon understands the needs of potential customers for products/services, and then customizes the products that Cocoon will sell to meet these needs Therefore, it can be said that Cocoon understands the needs of customers and satisfies them well The more it meets customer expectations, the more opportunities Cocoon has for them to return in the future and recommend their friends to buy
→→ Understanding and meeting customer needs is the premise of Cocoon's product development And Cocoon did it
Cosmetics, like food, are "nutritious foods" that bring beauty to people With the progress of society, people tend to seek plant foods to protect their health With this mentality, vegan cosmetics have also become the favorite of many people who pursue a green lifestyle This is the reason why Cocoon has researched and continuously launched 100% vegan cosmetics These cosmetics retain all the nutrients of Vietnamese plants, are safe and benign, do not use animal ingredients, and refuse animal testing.
Cocoon’s product design
Cocoon products are mass-produced and can be purchased by everyone
Knowing which category your product fits is very important for determining the price, where the product is sold, and how to promote it As for Cocoon, their products belong to the shopping category: what customers consider when buying and comparing products of different brands (furniture, clothing, electronic equipment, cosmetics,….)
Although it is a Vietnamese brand, the design and packaging are carefully invested by Cocoon The design is simple but beautiful and elegant Mostly warm colors, decorative graphics showing the product name Product information such as ingredients, uses, and usage are clearly printed on the product Logo, brand name, guarantee stamp, batch number, production date, bar code are all printed on the package and box
→→ Cocoon affirms the clarity and transparency in the modulation stage
More specifically, helping customers distinguish the real from the fake.Increase value for Vietnamese goods in general and Cocoon brand in particular.
Product safety that Cocoon brand brings
How are costs affected?
The cost Cocoon brand sells will affect the number of products sold:
23 - If Cocoon's price low, customers think is the product of poor quality is or Cocoon will have less profit
- If Cocoon's price high, is customers can buy less or buy in smaller quantity
- To determine product costs, Cocoon looked at:
- Product cost: is the payment for variable factor inputs such as raw materials, labor, personnel, marketing Variable costs depend on the output produced
➔➔ Thus, the cost in accordance with the product has been carefully calculated by Cocoon Each product needs to have an appropriate price.
How much will the customer pay?
- The company's products are sold in the market, and there are many different prices depending on the product The lowest price of a single product is 35k/product (lip balm) The company's highest price is 710K for a set of 5 products.This price, in my opinion, is very cheap and suitable for all types of customers
→→ Anyone can use Cocoon's products, even students In fact, Cocoon's products are not only affordable, but the quality is also very good, so it attracts all audiences
- Customer feedback is the best evidence
Compare prices with competitors
Where can we buy Cocoon products?
Cocoon's office is located in District 3 of Ho Chi Minh City, but there are places where Cocoon genuine products are sold in many places in Vietnam Choosing a good business location is very important to sales efficiency, making sales easier and faster
Like other brands, Cocoon offers a variety of ways to sell products: social networks, stores, official distributors, the Internet
It is the decisive factor for the success or failure of an enterprise
Currently, Cocoon has 6 stores in Hanoi and 6 stores in Ho Chi Minh City
However, customers from other provinces can easily purchase Cocoon products through the official website In addition, most of Cocoon's product distribution outlets also have their own websites, which can help customers have a variety of flexible purchasing methods
➔➔ The distribution of Cocoon branches makes it easier for customers to shop This creates goodwill for customers and shows that Cocoon always chooses the best for customers
Here are some pictures of stores that are officially distributing genuine Cocoon products, these locations bring together many factors that are beneficial to sales:
- Suitable parking space - Densely populated area
- Harmonious outdoor layout - Potential customers
➔➔ These locations are convenient for customers to visit and buy Store space is one of the factors that make customers trust you
(Cre: website hasaki, cocoshop, beauty garden)
Supply chain management
The importance of advertising
- Contribute to increased sales by providing specific benefits from information, services and products
- Notify customers of any changes: improve service quality or launch new products
- Raise customers' awareness of your business to promote long-term sales or service delivery
- Remind customers to buy from you
- Lead people's attitudes and views on business to the best direction.
- Build a unique brand to differentiate you from your competitors
→→ Commercial advertising is an important part of successful business interests.
Let customers understand the product in depth
For Cocoon, what is applied to the skin must be safe, effective and not of animal origin
- Ingredients and uses Cre: website Cocoon) (
Cocoon always explores the familiar ingredients in Vietnamese life from vegetables and fruits, and puts them into nutritionally complete and perfect cosmetics
These foods are rich in vitamins, antioxidants and minerals, which can promote healthy skin
Through the process of research and testing, the formula is formed and becomes perfect They have worked and met the expectations of the Vietnamese people: safe and effective.
Advertising media are used by Cocoon
RECOMMENDATIONS
- Cocoon hasn't had a Tiktok account already
No Cocoon’s account has the blue tick
-Tiktok is a platform that very popular with teens, adults The teenagers are Cocoon's qualified leads who surf Tiktok every day
- Cocoon should have an official account on Tiktok to update some videos such as CF (commercial film) to introduce new products or to share tips, vegan lifestyle to get close to customers
- Youtube is popular with Internet users all around the world People access
Youtube for relaxing, learning, having knowledge about cooking, skincare, etc
-Although many KOLs review some of Cocoon's products on Youtube and those videos received lots of attention and reactions, Cocoon's official has only 156 subscribers For a brand account that opened for a year, that is a bad figure
-It will be wonderful if Cocoon uses their Youtube account to comment to clear up the queries on KOLs' videos, both for good reviews or bad reviews It makes customers have a good view of Cocoon and want to try Cocoon's products
- The point system focuses on the principle that the more you spend, the more points you earn Every time a customer makes a purchase, they will get a number of points based on their total bill That method makes the customers who bought products from brand will buy more time to get many points and change the points to gift or voucher
- Many cosmetics brands and fashion brands use that method such as Innisfree,
The North Face, etc They have Member's Day, a special price for members as saying
"Thank you for choosing us!"
Innisfree sale off selected item in member’s day (Photo: Facebook Innisfree
-More customers will choose Cocoon and turn back to Cocoon if Cocoon makes an shopping mobile app and allow them to get points every time they shopping in the app or shopping at showroom and tell to staff their number phone
-According to our survey, most people say that they will choose Cocoon if Cocoon has more sales promotions in the future
Cre: Our group’s survey- Discounts will keep customers interested in the brands Customers have the tendency to buy more than normal when brands sale off their products
- Cocoon can sale off on the special days of months such as 6/6, 11/11, etc, and special days in years such as 8/3, 14/2, etc
Shopee has sales promotions very often on 1/1, 2/2, etc (Cre: Shopee)
- A showroom that brings many benefits to the enterprise is undeniable There are many opinions that in this 4.0 era, showrooms no longer have a place in the market That is a misunderstanding Agree that market trends have changed
However, some typical items, such as clothes, cosmetics, etc If they want to develop for a long time, they must have a showroom
-In the future, Cocoon should open one or more than one showroom in inner Ho Chi Minh City It will be a place that people can try Cocoon's products and they will be instructed to care for their skin in the best way
-Decoring the showroom is very important The decorations should be matched with the "vegan concept" to attract the customers to come there and check- in with the backdrop Then, Cocoon will be known by more and more people
-Brand x brand collaborations are when two or more businesses team up, create something unique and exclusive for a campaign, and help each other grow in the process
-When brands come together to form partnerships, they bring their fan base
Basically, this can double the brand's audience because they are associated with the second set of fans of the partner company
-Many brands used this method and succeeded such as Vans x Harry Potter, Louis Vuitton x Supreme, The Face Shop x Trolls,
TFS x Trolls collection (Cre: Google)
-Cocoon can collab another brand to produce new products that have Cocoon and that brand's nature Besides that, Cocoon can collab with the characters of cartoons, movies for interesting customers
7 Sponsor other campaigns, projects, events:
- Brands will usually sponsor some events so that they can directly reach your qualified target group during the event, and event participants will view the brand with a positive attitude
- Cocoon should keep being a gold sponsor, diamond sponsor,… of many projects, events in the future to spread the name Cocoon to many customers
Cocoon was the diamond sponsor of Marketing Arena 2021 Contest (Cre:
-Loyal customers provide positive recognition and good online reviews, which can help companies strengthen their brands On average, the value of loyal customers is 10 times the value of their first purchase Research shows that people often make purchasing decisions based on recommendations from family and friends rather than advertising information The following are four statistics:
+ About 97% of customers will tell others about very good or excellent customer service experiences
35 + Nearly 70% of people would spend more money with a company that has excellent customer service
+ Approximately 24% of satisfied customers will return to a business two or more years after a good customer service experience
+ Research shows that 59% of people would try a new company to receive better customer service
-Customer service of Cocoon isn't really good Cocoon only cares about Social Network Marketing to sell more products, they don't mind how to keep their customers
Cocoon requires so much time to reply customer
- Cocoon must listen to customer opinions and improve the product's quality to satisfy the need of customers
- Cocoon must listen to customer opinions and improve the product's quality to satisfy the need of customers Besides, Cocoon should really support and answer customers in a timely manner This will make customer has a good experience with Cocoon and become a loyal customer
REFERENCE SOURCES: https://thuonghieumypham.net/my-pham-cocoon/#Tong_quan_ve_mau_ma http://www.cocoonvietnam.com/ve-chung-toi https://www.brandsvietnam.com/20676-Hien-tuong-my-pham-thuan-chay-
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