Final report direct marketing

INTRODUCTION Cocoon About Cocoon Company Vegan Cosmetics THE COCOON VIETNAM Nature Story - Cocoon Company means "cocoon", The cocoon is the "House" thatincubates and nurtures a small ca

THE MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMIC & FINANCE HO CHI MINH CITY

2 Nguyen Ngoc Thuy An

3 Tran Gia Han

4 Hua Bao Tran

5 Le Nhu Huong

6 Nguyen Hoang Anh

7 Truong Hoang Long

8 Cao Tran Nhu Phuong

I INTRODUCTION

Cocoon

About Cocoon Company Vegan Cosmetics THE COCOON VIETNAM Nature Story

- Cocoon Company means "cocoon", The cocoon is the "House" thatincubates and nurtures a small caterpillar so that one day it will become abeautiful and splendid butterfly body

- From such a meaning, Cocoon is the "house" to take care of the skin andhair of the Vietnamese people

- Familiar natural resources

- Cocoon Vietnam is a famous vegan cosmetic brand, born in 2013

- Cocoon shows the Vietnamese spirit with all-natural ingredients from DakLak coffee to Ben Tre coconut; from Tien Giang cocoa butter to Cao Bangroses

- Cocoon is the first vegan cosmetic brand in Vietnam to participate in thetwo global programs Leaping Bunny of Cruelty Free International andBeauty Without Bunnies of PETS

- Cocoon applies a closed production process, saying no to preservatives andharmful chemicals

- low cost but the product offers a comprehensive and highly effective beautysolution.

- The logo image carries the message: Cocoon Vietnam cosmetics ownerhelps Vietnamese women become more and more beautiful and perfect.always accompanies Vietnamese women

II Mission and vision of Cocoon

Mission

Cocoon was born to bring Vietnamese women a beautiful skin, a hair that isalways healthy, youthful and full of vitality from simple ingredients and closenessthat you use every day Cocoon products always apply the benefits of food around

us combined with scientific understanding to create cosmetics that are safe andhighly effective for all consumers

Vision

Developing the cosmetic brand Cocoon is the pride of a 100% Vietnamese-madecosmetic brand

Cocoon Product Lines

Product Lips Care Skincare Bodycare Haircare

Dak Lakcoffee cleansdead skin andnourishes thebody

Grapefruitessential oilhair

Squashshower gel

Sachiserumrestore hair

Improve dullskin fromHung Yenturmeric

Eucalyptusand mint carefor hands andbody skin

Dak Lakcoffeecleanses deadskin

Cocoon products Skin care product line Products for acne-prone skin from squash:

with 6 main products:

Squash essence, squash solution, skin-balancing squash juice, and squash

make-up remover , squash face wash gel

Products to improve dull skin from Hung Yen turmeric: Hung Yen turmeric water,Hung Yen turmeric essence, Hung Yen turmeric face wash, Hung Yen turmericmask

Skin moisturizing products from roses:

Rose cleansing oil, rose mask, rose water, moisturizing rose jelly, rose makeupremover, rose essence, rose face wash

Products from grapefruit include 3 main products: pomelo conditioner, grapefruitshampoo, grapefruit hair oil

Coffee products include: body scrubs, face scrubs and lip scrubs

Vegan products contain many nutritional ingredients from nature, which havetherapeutic and nourishing effects on the skin The formula of this productcontains fewer ingredients than conventional cosmetics, thus minimizing the risk

of irritation to sensitive skin, safe to use

COCOON COSMETICS BRAND

I Target audience: for the campaign (Since the goal of this campaign is to increase

brand awareness, it won't set too many limits)

1 Demographic

 Gender: Female

 Ages: 17 - 25 (genZ)

 Occupation: All occupations

 Low – middle income : 5-10 millions

 Location: live, study or work in big cities Ho Chi Minh, Hanoi, Da Nang, CanTho



 What are they interested in?

 Product quality: products must have a clear, reputable brand The finished products in the product must ensure quality, eco - friendly

 Benefits brought when used, such as improve and take care of skin There are many kind to skin types satisfy their demand

 The distribution channel must be wide so that they can easily find and buy products anytime, anywhere

2 Behavior:

 Buy an average of about 6 products/month

 Share experiences through many forms on social networks

 Benefits sought: Variety for skin, reasonable price,safe ingredients

 Easy loyal, buy a certain brand, change according to the product quality

 Regularly interacts on social networks

 Often attracted by articles with beautiful images References: friends, colleagues, influencers

3 Psychological

 Always want to become more beautiful

 Admire people who have a beautiful, attractive appearance

 Love valuable prizes, love to be given gifts

 Catching up with the trend

Reason for joining: want to share my story with everyone, want to overcome mylimits, like prizes, be invited by friends, expand relationships, can take care of myskin free way

Matters of interest: interested in natural products, interested in beauty, skin care,interested in beauty programs and contests

II BIG IDEA:

1 BACKGROUND

Recently, there are countless beauty contests held based on the standards ofbody, skin or facial contours Besides, information and advertising images ofmany beauty brands that we approach every day has made our mindsunconsciously form "models" of beauty for women These self-assuredstereotypes can prevent women from realizing and enjoying their own beauty,affecting their confidence and pride However, in today's modern times, in a

society that emphasizes the individual like today, along with the development ofmass communication channels, we have access to more "models" of beauty Itseems that each person gradually finds for themselves a "standard" of beauty thatdoes not follow a fixed standard.

 Launching the campaign "Cocoon - Nurturing rose-like skin" with themission of honoring unique beauty, each person has a unique beauty

2 INSIGHT

When using Cocoon products, the customer's desire for the product is to wanttheir skin and hair to be beautiful, bright, healthier and more importantly, theyare not really confident about their body And Cocoon organizes a photo contest

to exploit this aspect, to show customers that everyone has characteristics thatthey themselves consider to be defects but in fact, other people rarely care butonly themselves just worried about it When seeing the photos, customers willsee their own silhouette somewhere, helping Cocoon increase sympathy withcustomers

- Not confident about yourself => Cocoon will help you to be more confident

3 KEY MASSAGE:

Together with cocoon confidently be yourself

4 BIG IDEA DETAILS:

a Organize a photo contest

- Campaign purpose: Increase brand awareness, increase followers and brandawareness :

• Increase fanpage followers from 200,000 to 400,000 followers.

• Increase brand awareness by 800,000 people

• Increase engagement for posts on fanpage by 400%

• Help 600,000 people know about Cocoon's Rose Lotion

b Name of the contest: PHOTO CONTEST: COCOON LIGHT WITH COCOON Confidently

c Detail:

- Message: Any beauty is worth cherishing Each of us has our own beauty withoutnecessarily following a standard All your photos and stories will be welcomed atthe Cocoon Photo Contest

Form of organization: Organize an online photo contest with a nationwide scale.Contest entries include:

 Contestant's photo (recommended to take with rose cream product) or postwith hashtag #kemduonghoahongcocoon

 Content caption about beauty, self-care or simply about the points that Ifeel most loved on my body with a call to the online community to vote for

me by interacting with the article

 Sent via Cocoon's email (a new email dedicated to controlling the top of theimage sent)

- Communication:

Cocoon will bring information about the contest through 3 platforms:

 Facebook Fanpage: Cocoon Vietnam

 Instagram: @cocoon.vietnam

+ Official website: https://cocoonvietnam.com/

Entries will only be posted via Facebook fanpage: Cocoon Vietnam.

Time to take place: The contest will take place within 1 month from 8/3/2023 After the end of the contest period, the organizers will check and uploadphotos in turn of candidates who fully meet the criteria of the competition.

Post media aboutthe contest andpublicize theprogram's email

Fanpage, website,instagram

2 1/2/2023- The organizers Online Gmail

7/2/2023 check the

entries and sendemail

notifications tocandidates

3 8/2/2023 Post candidates

entries

Updatecandidates'entries at thesame time onfanpage

Fanpage

5 1/3- 7/3/2023 Time for the

organizers tocheck andcalculate votingpoints

The organizerscalculates votesfor eachcontestant

In company

6 8/3/2023 Announcement

of results andawards

The organizersannounce thewinners andaward prizes

Announcement:website, fanpage, IGPrizes awarded by banktransfer

The time for the audience to vote for their favorite contestant will be held in 3weeks by liking, commenting and sharing:

 For like will be added 1 point

 For comments will be added 2 points

 For sharing, 3 points will be added

Rules :

 Like and comment, share must be real account and public

 Voting is only counted when the voter likes Cocoon's fanpage

 It is strictly forbidden for contestants to use the hacking tool to like,comment or share if the organizers detect it, they will immediately beremoved from the contest

 The images posted by the contestant must conform to the fine customs andtraditions of the Vietnamese people and do not violate the rules of ethicsand the law

Why Cocoon does this:

By showing women that any beauty deserves to be cherished, encouragingwomen to be confident in their own beauty, where beauty is not only inappearance but also in thinking , their way of life and the story of their life

This will play a key role in making women feel better about themselves, Cocoonhas a positive impact on them Besides, Cocoon is also a companion to go withthem

Message: Besides, understanding the psychology of young people who lovebeauty and admire beauty, especially shimmering photos on social networks,besides regularly interacting on social networks, Cocoon organizes the contest notonly to help customers express themselves, but also to increase recognitionthrough interaction at contest entries and calling for votes.

- Key messages:

 Love yourself

 Believe in yourself, don't worry and be self-deprecating, become the mostperfect version of yourself

 Wear the crown even if you're not perfect

 Honoring the natural beauty of Vietnamese people

 Everyone has their own crown

 Reminding young people to find and believe in themselves "Even if you onlyhave one day to live, let go of all your shortcomings and do somethinguseful"

 Overcome your inferiority to shine

 Crown yourself

 The beauty of spreading

 21st Century Girls

 The beauty in each of us

 I'm my own queen

III MEDIA PLAN

Detail Media Plan

Stage 1: Awareness Stage

Time: 8/2/2023 – 8/3/2023

Target:

- Increase fanpage followers from 200,000 to 400,000 followers

- Increase brand awareness by 800,000 people

- Increase engagement for posts on fanpage by 400%

- Help 600,000 people know about Cocoon's Rose Lotion

me by interacting with the article

= > Sent via Cocoon's email (a new email dedicated to controlling the top of theimage sent)

By showing women that any beauty deserves to be cherished, encouragingwomen to be confident in their own beauty, where beauty is not only inappearance but also in thinking , their way of life and the story of their life

This will play a key role in making women feel better about themselves, Cocoonhas a positive impact on them Besides, Cocoon is also a companion to go withthem

Stage 2: Attention Stage

Time: 8/3/2023 – 25/3/2023

Target:

- Used a ‘beauty for all’ specific 3 people

+ Chloe Nguyen : 150,000 views/ 2700 like

+ Hà Linh: 200,000 views/ 3000 like

+ Mai Vân Trang: 2,300,000 views/ 35k like

- Concept and released Rose Gel in 16 different skins using a 100% digitalcampaign, centered around Tiktok and influencer content

- Increase brand awareness by 800,000 people

- Confident to be yourself, not afraid of skin defects, like beauty, want toshow off your beauty, may have used or known Cocoon brand

- In order for clients to clearly see the glossy, moisturizing impact of Rose Gelproducts on various skin backdrops, they have varying skin tones,pigmentation, and facial defects.

- By posting duet pictures/videos on tiktok, viewers may join in the campaign

- Videos with high engagement will win enticing prizes from the brand KOLs,Influencers: To challenge to be known by many people, Cocoon needs touse hot KOLs on Tiktok such as: Ha Linh, Mai Van Trang, Chloe Nguyen,…

- All posts have the hashtag #Cocoon #beautyforall

( nh ) Ả

Maquette: The advertising maquette area is very large, which

can convey a lot of content to viewers on Tiktok.

=>> 2.000.000 reaches/ 10 frequency

Purpose: By combining the power of social media with Influencers already onsocial media, the campaign can reach 1 million followers in 1 month The brandcontinues to use the digital-only approach by using YouTube tutorials and otherforms of content to increase engagement and “hype” each time a new product islaunched

Stage 3: Interest Stage

( nh) Ả

Maquette: The advertising maquette area is very large, which

can convey a lot of content to viewers on Youtube

Purpose: The campaign can reach 200k followers on Youtube From there, it is

possible to increase product awareness for customers and increase product sales

Stage 4: Desire Stage

Time: 21/4/2023 – 8 /5/2023

Target:

- Stimulate the purchase of consumers, protect the company's existing

customers, attract more new customers, contribute to increase thecompany's sales

- To attract more new clients or clients who are still concerned about the

pricing issue, there are numerous discount offers available

- Increase Shop traffic: 20%

- Increase sales for Shop : 10 -15% , 20 – 25%. Because when sellingsomething, the purchase volume is huge

- Attract New Buyers: 10%

- Build loyal customer groups: The top two groups representing

 16% of the customers contributed

 13,5% of the loyal’s profits

Content: Shopee, Lazada, Tiki, Tiktok Shop,…

- To ensure the best possible product selection, each item offered during a

Flash Sale period is carefully selected

- Always provide rival brands with enticing and affordable prices.

- Enhancing the e-commerce platform's old and new client support, and

providing several discount codes to Cocoon customers

( nh )Ả

Maquette: The advertising maquette area is very large, which

can convey a lot of content to viewers on Shopee, Lazada, Tiki, Tiktok Shop,…

Purpose: Compared to the present 4 thousand 7 hundred items, achieved thenumber of products sold of roughly 8 thousand a month on one product

Stage 5: Action Stage

Time: 28 /2/2023 – 8/3/2023

Target:

- Customers can build up points on a member card and earn different

rewards from the company There are about 5,000 registered members,

due to lack of membership card yet

- Encourage clients to purchase more products and to show interest in thebrand's next advertising campaigns

- To conserve the environment and uphold the reputation of vegancosmetics, gather old items to trade for new ones

Content: