A marketing campaign for cocoon winter melon sunscreen of nature story cosmetics company

Overview the company Cocoon was born in 2013 with the desire to bring Vietnamese consumers a benign beauty product from 100% natural ingredients.. Products of the company Through many ye

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION

MARKETING REPORT

Major: Marketing Management

A marketing campaign for Cocoon - Winter Melon

Sunscreen of Nature Story Cosmetics Company

Student’s name:

Đặng Quốc Uyên Nhi —- 21DH482739 Phan Thi Thuy Trang — 21DH485499 Nguyễn Thụy Thảo Nguyên - 21DH481661 Trần Thị Thu Thao - 21DH484140

Do Thi Anh Ngoc - 21DH483888 Class: Marketing Management Course: 232142523306

Ho Chi Minh City, January 2024

TABLE OF CONTENTS

1.3 Marketing Activities

CHAPTER 2 3Cs Analysis

2.2.2 Competitor

CHAPTER 3 MARKET TARGETING, SEGMENTING & POSITIONING

3.1 Focused Segmentation and Targeting

3.1.1 Segmentation

3.1.2 Targeting

3.2 Positioning mapping

CHAPTER 4 CURRENT MARKETING CAMPAIGN ANALYSIS

4,1 Campaign Overview: “Join hands to help stray dogs and cats”

4.2 4Ps Analysis

CHAPTER 8 SELECTED MARKETING CAMPAIGN

5.2 Marketing campaign: “Green Summer — Community Connection”

5.2.1 Campaign Overview

5.2.2 4Ps Analysis

5.3 Timeline of Campaign

CHAPTER 6 FINANCIAL PROJECTIONS

CHAPTER 7 CONCLUSION

REFERENCES

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CHAPTER 1 INTRODUCTION 1.1 Overview the company

Cocoon was born in 2013 with the desire to bring Vietnamese consumers a benign beauty product from 100% natural ingredients The launch of the business and product attracted public attention through familiar messages and quickly spread, thereby helping the business form a foothold to this day Cocoon means "cocoon", the cocoon is like a "house" to incubate and nurture a small caterpillar that will one day turn into a beautiful and splendid butterfly From that meaning, Cocoon is the "home"

to care for the skin and hair of Vietnamese people, helping them become more beautiful, perfect and shine in their own way

The business wants to go on the path of bringing a lot of value with the products it creates, and carry brands produced entirely from nature by Vietnamese people to compete with international brands in the future Affirming a strong position

in both domestic and foreign markets Cocoon brings a mission to consumers from skin to hair to always be young, healthy and full of vitality from simple, familiar ingredients that you eat every day Cocoon always uses new technology in production and improves the science of new products to always bring the best safety and effectiveness to consumers “The arduous journey to find true beauty is not your task alone, we will go with you on that journey It's always been that way, it's always been that way.”

1.2 Products of the company

Through many years of continuous effort and development, Cocoon has built a solid foothold in the hearts of women passionate about beauty care and easily competes with a series of brands Cocoon's product lines include: skin care, body care, hair care and lip care The product lines are produced entirely from nature and are seriously researched using endemic ingredients available from abundant nature in Vietnam Cocoon's most outstanding product that cannot be missed is the exfoliating product made entirely from 100% pure Dak Lak coffee In addition, Cocoon also has other product lines such as squid made from squash and pennywort Makeup remover

is extracted from organic rose water, contains no alcohol, no preservatives, ensuring absolute safety for the skin

Research and development of natural vegan products to incorporate into beauty formulations sets this brand apart in the market Any Cocoon product brings the feeling and imagination of the familiar appearance of the homeland through the scent

of the ingredients in the product Because of this "special familiarity" as well as the quality of the products, Cocoon has become a familiar name in the beauty world and is distributed through a system of stores and main distributors in the market

1.3 Marketing Activities

1.3.1 Social media Nowadays, most business customers access the internet and use social networking platforms every day With undeniable popularity, social media is an effective platform for businesses to reach a large number of customers and deploy appropriate marketing campaigns to attract and increase competitiveness With the strong connectivity of channels through social networks, implementing and deploying marketing campaigns across channels is becoming a commonly used and developed form in the digital age Cocoon has taken advantage of social media platforms to organize minigames to attract a large number of customers as well as inspire and give rewards to winning customers Especially with the "DISCOVER VIETNAM" marketing campaign taking place in August 2020, Cocoon uses Social Media Marketing through attractrtve Minigames on the main Facebook Fanpage with easy playing rules, aiming to introduce to new product lines customers Players just need to comment and tag friends in the post A joining link will be sent directly via Messenger via Chatbox The prize is a vegan product line with roses from Cao Bang and coffee from Dak Lak Through this minigame, Cocoon's Marketing strategy has succeeded in attracting customers, increasing brand interaction on the fanpage and having a strong viral effect After less than | month, on September 7, 2020, Cocoon's strategy had 7,104 customers participating

1.3.2 Influencer marketing With the development of the internet and social networking sites, Influencer Marketing is becoming an effective form of marketing used by many famous businesses and brands to advertise products and services to a large number of customers potential Along with the trust of the public as well as followers, influencers will have a positive impact on consumers’ views on brands and products,

playing a leading, suggesting and influencing role to consumers’ purchasing decisions Taking advantage of influencers will help businesses gain the trust of target customers and easily convince them to choose their products/services instead of competitors’ products and services With its marketing strategy, cocoon has cooperated with famous beauty bloggers such as Trinh Pham or famous female rapper Suboi Thanks to the cooperation with fluence, cocoon has more widespread coverage, attracting more customers

1.3.3 Collaborative marketing Besides the above campaigns, Cocoon also focuses on authenticity and sustainability and social responsibility The brand promotes transparency and honesty when it comes to its products and business operations That's why Cocoon uses environmentally friendly packaging and supports organic farming methods Commit to social responsibility and donate a portion of profits to support environmental causes

On December 27, 2023, Cocoon Vegan Cosmetics accompanied the Asian Animal Foundation AAF in the signing ceremony "JOIN HANDS TO SAVE STRANGE CAT AND DOGS" to donate food, necessary items and support Supporting medical benefits for dog and cat rescue stations in Vietnam and especially organizing rabies vaccination for stray dogs and cats, spreading love and a sense of responsibility when adopting dogs and cats Cocoon has created a minigame to receive a giftbox including

2 limited edition body scrubs with 10 separate colors with images of dogs and cats, | cloth bag and card and leaflet to protect dogs and cats with instructions Participate simply by liking the clip on tiktok and commenting on what impresses you about your dog or cat or pet with the hashtags cocoon, nuty cosmetics, dog and cat rescue, helping the product become known to more consumers come and support

CHAPTER 2 3Cs Analysis 2.1 Internal ananlysis of the selected company

Cocoon is the first vegan cosmetic company to take the lead in achieving international certificates of safety assurance of the products they produce, Cocoon has breakthroughs as well as differences in its own products, although vegan products are

no longer too strange in Vietnam, but most vegan cosmetics come from foreign brands In Vietnam, very few cosmetic companies can do this and for vegan cosmetics alone, Cocoon is almost the pioneer From the first day of launch, Cocoon has had a policy of using environmentally friendly packaging, the company uses packaging made of recycled plastic, environmentally friendly and always says no to microplastics

or plastic packaging Cocoon has always associated its image with environmentally friendly and human things

Using natural materials from lands in the S-shaped country, Cocoon has been very skillful in choosing its raw materials They choose the right source of raw materials in Vietnam, famous for their gold and silver forests, so agricultural products

in Vietnam are abundant as well as low prices, and they can use images of the lands where they get raw materials to conduct advertisements related to that place to evoke, stimulating Vietnamese people to support Vietnamese goods and Vietnamese agricultural products For example, exfoliating products from coffee beans taken from dak shake This is also once again linked to the image that Cocoon wants to bring to consumers that their brand is friendly to the environment, nature and Vietnamese people, they do not ignore anyone on this S-shaped strip of land

Cocoon always has activities related to the environment and animals such as Cocoon x AAF project, Cocoon joins hands to end elephant riding, These activities both resonate for Cocoon and also help Cocoon reach out to more new customers.Cocoon is also considered a quality cosmetic company but the price is suitable for both students and students even though its cosmetics are vegan cosmetics, this is also a big plus point for Cocoon and helps them maintain a stable and steadily increasing customer base over time

2.2 Customer and Competitor Analysis

2.2.1 Customer The target customer that Cocoon targets from the beginning is "young adults", Cocoon sees that this is a potential customer group, although the economy of this group is not too high, but they occupy a very large segment, they are also a group of customers who are considered easygoing when there are not too many intensive skin care needs, so this is paid attention to by Cocoon

This group of customers is also a group of customers who use social networks a lot, which are also the main tools that Cocoon uses to run its communication campaigns Cocoon uses KOLs specializing in beauty to review products, making products closer to the target group of customers and the results show that Cocoon did the right thing because right from the launch, customers using Cocoon's cosmetics are mostly very young

2.2.2 Competitor Although Cocoon is the first Vietnamese vegan cosmetic company to achieve international certificates of product safety, currently in the Vietnamese market there are still famous and well-known names of vegan cosmetics brands Famous vegan cosmetics brands such as The Body Shop, Klairs, Lush, This makes Cocoon's vegan cosmetics market in Vietnam difficult

There are many other major cosmetic companies, although not vegan cosmetics, but they are all cosmetic companies with a solid foothold, reputation and great prestige

in Vietnam, which are the real competitors of Cocoon because these cosmetic products are very diverse and occupy a lot of market share in the skincare cosmetics segment in Vietnam Examples include Olay, L'Oreal Paris, Maybelline, These cosmetic products all have many price segments from low to high-end, so competing with them 1s really a challenge for Cocoon

Vietnamese people always have the desire to use skin care products for a short time but highly effective, so now on the market there are many creams advertised as short-term use but very effective, they are run aggressively on social networking sites, are even advertised by celebrities for these products Although they do not know the origin, those products sell very, very well, sometimes a day they sell several hundred products is normal Cocoon has to deal with these cosmetics, they have to educate the user that cosmetics cannot work on the skin too quickly if the cosmetics are safe

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Although knowing that, buyers still buy those products, helping shoppers become wiser is still a difficult problem for brands as well as Cocoon

In addition, there is another type of cosmetics that is still quietly competing with Cocoon that is small cosmetic brands sold floating in the market and grocery stores, this type is the same as the one above but it is not heavily advertised but often advertised by word of mouth The advantage of this cosmetic is that it is cheap, so it is also often chosen to buy by people who do not have enough knowledge about cosmetics

CHAPTER 3 MARKET TARGETING, SEGMENTING & POSITIONING

3.1 Focused Segmentation and Targeting

3.1.1 Segmentation Demographic

In Vietnam, the urbanization process is occurring strongly, the young population is concentrated in increasingly crowded big cities Therefore, Cocoon's customer segment is young people from 18-30 years old

Cocoon will focus on students and office workers, people whose jobs require high communication The reason for choosing this customer segment is because they are at an age where they need to pay a lot of attention Benign beauty products, containing ingredients from nature In addition, they believe that using beauty products will make them more beautiful and confident

Psychographic Cocoon will target customers who are interested in using benign and environmentally friendly products Because, awareness about environmental protection is gradually increasing, especially among young people They tend to look for cosmetic products that do not contain harmful chemicals

This is also the segment of customers who prefer a natural lifestyle and enjoy experiences They not only use the product but also show that they have a healthy and practical lifestyle

Geographic Cocoon will distribute products at many diverse sales agents located in 6 major cities: Ho Chi Minh City, Hanoi, Hai Phong, Da Nang, Nha Trang, Can Tho It helps people find and buy Cocoon products easier no matter where they live

Behavioral Cocoon will focus on developing and optimizing the shopping experience for customers who actively buy cosmetics with high frequency (about 2-3 times per month) In addition, Cocoon understands that the customers it targets will have special Interest in using benign and safe products for the skin

3.1.2 Targeting Cocoon is a B2C business, and is targeting individuals interested in environmental issues, natural beauty, and 100% natural products on the Vietnamese market

Concentrated in places with a large population, high Itving standards, and easy access to modern information sources

Cocoon is present in 300 retail locations and many leading distribution systems such as: Hasiki, Guardian

Cocoon's target is a group of customers with an income of 5-10 million/month and have mid-range cosmetic shopping needs

3.2 Positioning mapping

It can be said that Cocoon is a cosmetic company that dares to pioneer the brand and dare to assert its class in the Vietnamese market Cocoon strives to become the first 100% vegan cosmetics brand in Vietnam Products have prices ranging from low

to medium: 160,000-260,000 VND