BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC MỞ TP. HỒ CHÍ MINH

KHOA ĐÀO TẠO ĐẶC BIỆT

MARKETING PLAN OF

“AN GIANG PALMYRA PALM

SUGAR BODY POLISH OF THE
COCOON VIET NAM ”

LÊ THỊ ANH THƯ

NGUYỄN PHẠM KIỀU VÂN

NGUYỄN THỊ PHƯƠNG THÚY

TRẦN THỊ TƯỜNG VI

Lecturers: Ms. Đỗ Khắc Xuân Diễm

Thành phố Hồ Chí Minh, 2022

 BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH

KHOA ĐÀO TẠO ĐẶC BIỆT

MARKETING PLAN OF
“AN GIANG PALMYRA PALM
SUGAR BODY POLISH OF THE
COCOON VIET NAM ”

Subject: Principles of Marketing

Lecturers: Ms. Do Khac Xuan Diem

 MỤC LỤC

Marketing Cocoon Vietnam

Part A - Introduction of company.........................................................................................
1.1. Company History.........................................................................................................
1.2. Company’s business.....................................................................................................
1.2.1. Great products under the cocoon brand include:..............................................
1.2.2. Target market........................................................................................................
1.3. The mission of Cocoon Vietnam.................................................................................
1.3.1. Mission....................................................................................................................
1.3.2. Principle of Cocoon..................................................................................................
1.3.3. Philosophy..............................................................................................................
1.4. Marketing strategy for products the “An Giang Palmyra palm
sugar body polish”.................................................................................................................
Part B: Developing new product..........................................................................................
1. Microenvironment analysis............................................................................................
1.1. Company analysis.....................................................................................................
1.2. Customer analysis.....................................................................................................
1.3. Competitor analysis..................................................................................................
2. Macroenvironment analysis...........................................................................................
2.1. Demographic environment.......................................................................................
2.2. Economic environment.............................................................................................
2.3. Natural environment.................................................................................................
2.4. Technological environment......................................................................................
2.5. Political environment................................................................................................
2.6. Cultural environment...............................................................................................
3. SWOT analysis................................................................................................................
3.1. Analyze the strengths, weaknesses, opportunities and threats of
Cocoon based on the SWOT model................................................................................
3.2. Apply the SWOT model to build a business strategy for Cocoon's
exfoliating product line- Exfoliating An Giang Palm Sugar........................................
Part C: Financial and marketing objectives.......................................................................
Financial objectives.............................................................................................................
Marketing objectives........................................................................................................
Analysis of marketing objective according to the SMART model..............................
Brand awareness..............................................................................................................
Customer trial..................................................................................................................
Market Share....................................................................................................................
Part D – Marketing strategy for An Giang Palmyra palm sugar body polish
..................................................................................................................................................
Target customers.................................................................................................................
Segmentation....................................................................................................................
Targeting...........................................................................................................................
Product position, differentiation........................................................................................
Part E – Marketing tactics for An Giang Palmyra.............................................................
 Instructions on marketing plan for a new product

“ An Giang Palmyra palm sugar body polish of The

Cocoon Viet Nam ”
In today's developed society, people are gradually paying special attention to
the natural world. Because nature has a close relationship with humans, it is a
valuable source for our life. Therefore, in recent years, the trend of green living and
clean living has been accepted more than ever. In particular, with acts of destruction
of nature, animal abuse is strongly condemned. Along with the trend of living well,
the cosmetic industry has made positive strides in protecting the living environment
out there. The appearance of vegan cosmetics - cosmetics that are 100% plant -based,
not tested on animals is the clearest proof. The use of vegan cosmetic products is
becoming a strongly accepted trend in developed countries around the world.
However, in Vietnam, this trend is still quite new to consumers. During the course of
studying Marketing Management, our group partly realized the development
potential of the vegan cosmetics market in general and the potential of Cocoon
Vietnam in particular- a startup business. Young but has been and will have
opportunities to advance in the vegan cosmetics business market. Therefore, we have
conducted a Marketing management plan for Cocoon business. In recent years,
vegan cosmetics have begun to be welcomed by many Vietnamese consumers. In
particular, Cocoon is one of the domestic brands that have made many impressions.

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.

In the logo, there is an image of a young woman wearing ao dai and a conical
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 Viet Nam
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.
Part A - Introduction of company
1.1. Company History
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.
Born in 2016, once known by many people for its benign products, in
the past 3 years, the name Cocoon has suddenly attracted attention in the
domestic beauty market, not only because of the new packaging. It is changed
very beautifully, chu, but also by the notices of the people who know each and
every stroke clearly.
Six 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.
1.2. Company’s business
1.2.1.Great products under the cocoon brand include:
 Lotion
 Winter melon micellar water
 Rose micellar water
 Rose cleaning oil
 Hung Yen turmeric face mist
 Winter melon cleanser
 Rose cleanser
 Hung Yen turmeric cleanser
 Winter melon toner
 Rose water toner
 Hung Yen turmeric toner
 Winter melon face-mask
 True rose face-mask
 Hung Yen turmeric face-mask
 Winter melon serum
 Winter melon acne super drops
 Rose serum
 Hung Yen turmeric serum
 Winter melon gel cream
 Rose aqua gel cream
 Hung Yen turmeric face mist
 Bath and Body lotion
 Dak Lak coffee body polish
 An Giang Palmyra palm sugar body polish
 Winter melon shower gel
 Eucalyptus & Mint shower gel
 Eucalyptus & Mint hand sanitizer
 Dak Lak coffer body butter
 Eucalyptus & Mint body lotion
 Hair Care
 Pomelo hair tonic
 Inca Inchi hair repair serum
 Pomelo shampoo
 Pomelo hair conditioner
  Lip Care
 Dak Lak coffee lips scrub
 Ben Tre coconut lips balm
1.2.2.Target market
Cocoon initially conquered users thanks to the Vietnamese spirit in each
product. The brand continuously launched 100% vegan products taking advantage of
available ingredients from Vietnam's nature such as: squash, Dak Lak coffee , Ben Tre
coconut oil, Cao Bang rose... It is this that has created a very Vietnamese Cocoon, not
confused with any other brand on the market.
Understanding customer wishes and Cocoon's advantage, Cocoon adopted a
Focus Marketing Strategy to focus on a well-defined market. Because this targeted
marketing strategy requires Cocoon to better serve a defined market segment than
their competitors. Compared to other competitors in the field of vegan cosmetics,
especially strong competitors from Korea, USA and UK, Cocoon has made a better
impression in implementing its message, being able to control Their defining segment
in Vietnam is more convincing because Cocoon's process uses Vietnamese plants to
create vegan products, so the brand is considered close, trustworthy. and reduce
carbon emissions during product transportation.
1.3. The mission of Cocoon Vietnam
1.3.1. Mission
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.
1.3.2. Principle of Cocoon
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,...
1.3.3. Philosophy
We are nature lovers, always telling people in discovering familiar documents
in the daily life of Vietnamese people from vegetables and fruits, how do we put them
in the books? cosmetic products that their nutritional quality is kept intact and
complete. These products are rich in vitamins, antioxidants and chemicals to
strengthen the skin. There's nothing better than giving the skin a complete look.
Through the process of research and experimentation, formulas are formed and
perfected. We were well-the- apitation and reply on the system on the people
Vietnam: safe and effective.
1.4. Marketing strategy for products the “An Giang Palmyra
palm sugar body polish”

When it comes to the rich land of An Giang, surely we cannot ignore

an extremely sweet specialty that is jaggery. Thanks to the suitable climate
and soil, Tinh Bien and Tri Ton, two mountainous districts of An Giang
province, have been strongly developing the traditional craft of cooking
jaggery from ancient times until now.

From the sweet, fragrant jaggery cakes, we have researched and

developed a perfect product for the needs of cleaning the body's dead skin.
The blend of soft jaggery crystals combined with vitamin B5 and macadamia
oil forms a soft, supple texture with an appealing scent. The whole body
seems to be completely relaxed when each fine grain of jaggery rolls on the
body, gently sweeping away the old and rough dead cells, leaving behind a
pleasant smooth feeling. Skin is like a new shirt, becomes smooth and soft to
see.

 Main ingredient
 An Giang Palm Sugar

Contains minerals including iron, zinc, magnesium, calcium, copper... and is

rich in vitamins B1, B2, C... Jaggery also contains high levels of polyphenols
and flavonoids, so it has strong antioxidant properties that help prevent
diseases Free radicals are the cause of skin aging.

 Vitamin B5 (Panthenol)

It has the effect of moisturizing and stabilizing the function of the skin barrier,
increasing the skin's ability to retain water, increasing elasticity, helping to
heal skin lesions, and reducing atopic dermatitis.

 Macadamia Oil

Possesses excellent nourishing and moisturizing properties. In macadamia oil

contains fatty acids that are beneficial for the treatment of stretch marks,
preventing cracking. In addition, the phytosterol component in macadamia oil
also works to effectively reduce inflammation.

 Uses

Effectively removes dead cells without drying the skin.

Leaves body skin smooth and healthy.

Softens and adds moisture to the skin.

 Ideal for

Dull skin.

Skin has a lot of dead cells that need to be cleaned

 Using
 Apply an appropriate amount of product to wet skin. Gently massage from
neck to toe, then rinse with water. Use 2-3 times a week for best results

Part B: Developing new product

1. Microenvironment analysis
1.1. Company analysis
Cocoon is famous for its 100% vegan products and cosmetics and is a brand
pioneering the trend of vegan cosmetics in Vietnam. It can be said, with war this
marketing strategy of Cocoon, the company has captured market share in the market
Vietnam.
Abundant human resources, mostly dynamic, responsible young people, creative,
producing good products, in accordance with the tastes of customers.
In addition, Cocoon has sold over 300 points at cosmetic distribution systems
worldwide country. In addition, the company focuses on distribution channels that are
familiar with the culture Vietnam such as: supermarkets, markets... In terms of
marketing, the company has an advertising and consulting strategy
Interviews through celebrities and social networking sites (Facebook, website...)
help the company target and promote Cocoon's products to the right market.
Cocoon products are made from ingredients such as Dak Lak coffee, coconut Ben
Tre, avocado, grapefruit, gotu kola, squash... All ingredients are purchased by Cocoon
directly from agricultural factories, going through a production process that meets the
standards of Ministry of Health. By taking advantage of available materials in
Vietnam, Cocoon reduces the cost of importing more expensive ingredients to have
such optimal use, so the products Cocoon sells are cheaper than other products. other
vegan products on the market today.
 It can be seen that the above factors are potential factors and great
advantages for Cocoon to develop in future products. However, there is still a
small gap that marketing has not done very well, that is, marketing has not
used successful launched products as leverage for later products. The An
 Giang Palm Sugar Scrub is still one step behind compared to the Daklak
Coffee Bean Scrub.

1.2. Customer analysis

Cocoon targets customers in the "young adult" segment because the demand for
this segment in Vietnam is large. According to a survey by Q & Me (2020) on the use,
consumption and trends of Vietnam's cosmetics market in 2020, cosmetic use habits
have differences between age, income and region. More than 86% of respondents
regularly use skin care products, and 40% of women over 23 take care of their skin
daily. Women between the ages of 15 and 39 are about 11 million people, accounting
for 40% of the female population, so this market segment is very fertile and full of
potential. According to the poll, women in big cities are also willing to spend more on
cosmetics and skin care. The 23-29 age group spends the most on skin care. The
current beauty trend is eco-friendly solutions such as recycled materials, “natural”
design to protect nature, the environment and encourage sustainable living.
Understanding customer wishes and Cocoon's advantage, Cocoon adopted a Focus
Marketing Strategy to focus on a well-defined market. Because this targeted
marketing strategy requires Cocoon to better serve a defined market segment than
their competitors. Compared to other competitors in the field of vegan cosmetics,
especially strong competitors from Korea, USA and UK, Cocoon has made a better
impression in implementing its message, being able to control Their defining segment
in Vietnam is more convincing because Cocoon's process uses Vietnamese plants to
create vegan products, so the brand is considered close, trustworthy. and reduce
carbon emissions during product transportation. With so many advantages, Cocoon
should have many specific marketing strategies to make An Giang's sugar products
closer to customers.
1.3. Competitor analysis
In markets, Cocoon marketers must be aware of the advantages of both direct and
indirect competitors in forging relationships and attracting attention from the same
target audience.
 Direct competitor:
There are some brands from Vietnam such as Sao Thai Duong (hair care),
Thorakao (skin care), Vedette, etc. also produce similar products as Cocoon.
However, Cocoon is the first Vietnamese brand to proudly receive ELLE's 'Made in
Vietnam Product of the Year' award with its Dak Lak coffee scrub. Sao Thai Duong is
a 19 year old brand and Thorakao is a 60 year old brand while Cocoon is only 5 years
old. This proves that Cocoon is a fast-growing and potential beauty brand. Compared
with Sun Star and Thorakao, Cocoon's packaging is more environmentally friendly.
Even when Cocoon is being favored by customers, this small brand from Vietnam
has encountered many big foreign competitors such as L'oreal, Unilever, Shiseido, ...
which are old and large companies. All are brands, companies, have different types of
products, and have been involved in the beauty market for many years. Cocoon's
weakness is that the company is small and has a limited range of products.
There are two brands from the big companies, The Body Shop (L’oreal) and Love
Beauty and Planet because they also offer affordable vegan products.
Indirect competitors:
In Vietnam, spas have become more popular in recent years, providing different
products and services that still meet the needs of customers. At a spa, customers
already pay for services to take care of their skin, so they won't buy skin care
products. Cocoon also has hair growth products that are extracted from grapefruit. To
wait for the results, customers have to persevere in using the product for many months
for hair to grow. Instead of this method, some people want to have their hair done at
hair salons, where they can have long hair within a day.
At Cocoon, we can witness the image of a cosmetic company that dares pioneering
the brand imprint, dare to put your brand mark recognized by important organizations
around the world. Modern paintings in Vietnam is like a bridge connecting the past
with the present and also a connection with the future. Cocoon has skillfully brought
culture and beauty into her paintings Vietnam into the logos of products such as
melon, coffee, sachi, pomelo.
2. Macro-environment analysis
2.1. Demographic environment
 According to Net Pyramids Net 2020, the main population of Vietnam is
between the ages of 15-44, which is the target customer of Cocoon. This implies that
the best ages for Cocoon's segment are Generation Y and Generation Z. Therefore,
the larger population in these two ages shows the possibility for Cocoon to prosper
and achieve great revenue.
Moreover, medical care goods are spent more than 12 million VND per family and
are expected to reach about 24 million VND in the next 10 years. This implies that
consumers can have more freedom in purchasing items (albeit often unnecessary), just
as it relates to beauty care and health care. The growing interest in health and beauty
is a good sign for Cocoon to work on its pricing plan. With the price of only 200,000 -
300,000 VND, Cocoon's products are very affordable for Vietnamese people. In
addition, with the new trend of today's young people - potential customers that
Cocoon is aiming for are very interested in the origin and origin of the product.
Products made entirely from nature are becoming more and more popular, and An
Giang jaggery has a good response to this problem.
2.2. Economic environment
The quality of life of Vietnamese people is getting higher and higher more
concerned with quality of life, they are also willing to pay more for get better products
and services.
According to Net Pyramids Net 2020, the main population of Vietnam is between
the ages of 15-44, which is the target customer of Cocoon. This implies that the best
ages for Cocoon's segment are Generation Y and Age Z. Therefore, the larger
population in these two ages shows the possibility for Cocoon to prosper and achieve
great revenue.
Moreover, medical care goods are spent more than 12 million VND per family and
are expected to reach about 24 million VND in the next 10 years. This implies that
consumers can have more freedom in purchasing items (albeit often unnecessary), just
as it relates to beauty care and health care. The growing interest in health and beauty
is a good sign for Cocoon to work on its pricing plan. With the price of only 200,000 -
300,000 VND, Cocoon's products are very affordable for Vietnamese people.
 The expansion of the middle class represents great opportunity for Cocoon in the
long term, however, the company is currently facing an economic downturn.
Due to the COVID-19 pandemic,Vietnam's economy has also been affected: The
unemployment rate was 2.1% in the fourth wave of outbreaks after rebounding in Q1
2021, and this number is expected to continue. increase until the end of 2021. In the
second quarter of this year, 2.3 million Vietnamese people lost their jobs.
Furthermore, real GDP growth in 2021 is forecast to decline by 1-1.5% – continuing a
downward trend from 2020. Economic factors negatively affect the income of
Vietnamese people and lead to a reduction in spending by 2021. As a result,
consumers are more price-sensitive and thrifty towards beauty and personal care
products that are seen as non-essentials.
The drop in consumer spending has affected Cocoon sales as individuals will spend
more on groceries. To overcome the current threat, Cocoon should put more efforts in
promoting its items through content through online means to increase sales and
purchase motivation of Vietnamese people in this time. this period of stress.
2.3. Natural environment
Cocoon products are mainly from natural ingredients from plants. House's
manufacturers here pay great attention to environmental protection, they build systems
waste treatment system, using recyclable plastic bottles, pure products Vegetarian and
not tested on animals. This has helped Cocoon get the positive reviews from
customers.
2.4. Technological environment
Cocoon is already present on e-commerce sites like Shopee, Lazada… because so
customers can easily buy genuine products without having to out the store.
Modern production technology but still complying with and improving from
beauty secret recipe from ancient times.
2.5. Political environment
Cocoon always complies with the law, saying no to ingredients such as parabens,
formaldehyde, phthalates, hydroquinone, triclosan,... and other harmful ingredients
other according to the standards of the Ministry of Health of Vietnam. At the same
time, Cocoon also commits all
 All ingredients are always of clear origin and fully meet the regulations of the
Ministry of Health.
In addition, In order to remain in business legally, the company must consider the
law. Business law includes laws, government agencies that stimulate or control
organizations and individuals' activities in the market. This year, the Government's
supportive policies such as tax easing and reduction are continuously introduced along
with promotion programs for businesses.
A 5% reduction in value-added tax will have the effect of pulling down product
prices. From there, it is possible to stimulate domestic shopping demand, helping to
remove difficulties in working capital needs of businesses. This can be an effective
support for Cocoon to reduce product costs.
2.6. Cultural environment
Everyone is unique in their own way, they use products, brands, brands and
services as a means of self-expression. Cocoon is the choice great for those who want
to be safe, love nature and animals.
On the other hand, to penetrate the market, each business needs to understand the
social culture of the target market. Part of Cocoon's success in the domestic market is
due to cultural appreciation and understanding. Each Cocoon product is made from
the main ingredients from Vietnam's nature. Containing traditional, natural and
healthy elements, Cocoon's products easily meet the needs of Vietnamese consumers.
For example, in Vietnamese culture, people often use essential oils from grapefruit
peel to wash their hair, grow hair, and avoid scalp irritation. Realizing that, Cocoon
has applied and launched a product line using grapefruit essential oil as the ripe
ingredient. This culture-oriented strategy is Cocoon's strength, helping Cocoon's
products increasingly capture a large market share in the Vietnamese market.

3. SWOT analysis
3.1. Analyze the strengths, weaknesses, opportunities and threats of
Cocoon based on the SWOT model

3.1.1. Company ’s strengths

 The demand for using natural cosmetics is increasing

 The domestic cosmetic market share is gradually rising to its position
ahead of the international market share.
 State policy encourages "Vietnamese people to use Vietnamese goods".
 A sustainable ecosystem and respect for the life of all species inspires
positivity.
 Keeping up with E-commerce Business Trends

3.1.2. Company’s weaknesses

 Fierce competition for goods sources, prices, promotions, ..

 Fierce competition with international cosmetics.
 Consumers are more and more demanding, expecting more product
value.
 Vietnamese people's preference for foreign goods.
 Challenges from the technology platform in the post-pandemic new
normal period

3.1.3. Company’s opportunities

 Products are 100% vegan: do not use ingredients from animals but
completely natural.
 Reasonable price, easy to accept for low - middle 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, etc. are available in the country.

3.1.4. Company’s threats

 The shape of the jar is quite large, the lid is not very strong, so it cannot
be carried when traveling.
 Simple packaging design, easy to copy 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 is quite expensive each time you use it.

3.2. Apply the SWOT model to build a business strategy for Cocoon's exfoliating
product line- Exfoliating An Giang Palm Sugar
 S_O Strategy: Leveraging the power to take advantage of opportunities.

Bringing a pure Vietnamese brand that is thorough in both internal quality

and external appearance. Meet the level of the popular segment that is being
favored by consumers. Improve the quality of the current product lines of body
scrubs. Environmental pollution and climate change are becoming more and more
serious threats to human's thin skin. With such a situation, it is required to provide
the right amount of nutrients through the line of exfoliation products to help restore
and keep the skin healthy.

The trend of cosmetic consumption is increasing, especially the trend of

consuming products Products of natural origin both in the world and in Vietnam are
a great opportunity for An Giang palm sugar exfoliants.

 S_T Strategy: Using Strength to Respond to Threats

The cosmetics industry is one of the most competitive. Possessing a good

marketing strategy and knowing how to adapt to the needs of users will achieve
business performance and brand expansion. Its strong imprint with its vegan
commitments makes the Cocoon brand unique in the market. Through Cocoon's
strategy, users have more hope for a pure Vietnamese brand that is thorough in both
internal quality and external appearance.

 W_O Strategy: Overcoming weaknesses to exploit opportunities

The brand is still very new in the market, but Cocoon has always been
committed to ensuring that it meets healthy organic products that do not contain
harmful chemicals. To meet that, it is clear that right in the Vietnamese market,
there are many potential natural materials with the ability to create high value and
low cost. With the opportunity available from the domestic market, Cocoon just
needs to step up its research and quality to meet the increasing and more diverse
needs. Promote brand marketing strategy to make a good impression in the hearts
of consumers. use and create a strong position in the market.

 W_T Strategy: Limit weaknesses to avoid threats

In order to meet the increasing and increasingly strict demand, creating a

difference in product quality compared to competitors in the same segment ahead.
Accompanied by a survey of the real needs of customers because of the ever-
changing demands. Strategy to develop messages to the right target customers
about the use of benign organic products, which do not contain harmful chemicals.

 Vegan cosmetics Cocoon, as the first Vietnamese brand to achieve the

certification of not testing on animals and being vegan by the global animal
protection organization PETA, has pioneered the trend of using cosmetics. vegan,
bringing pure Vietnamese beauty in the Vietnamese cosmetic market that is being
overwhelmed by international cosmetic brands. Established in 2014, although there
are still many points to be improved as well as difficulties in the competitive
cosmetic market, with carefully invested steps and the guarantee of the product's
natural ingredients, Cocoon is having advantages that few Vietnamese cosmetic
brands have, Cocoon should take advantage of this advantage in combination with
communicating the outstanding benefits of using jaggery in beauty and the benefits
it brings. to the environment.
Part C: Financial and marketing objectives
1.1 Financial objectives
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. 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.

1.2 Marketing objectives

1.2.1 Analysis of marketing objective according to the SMART
model
 S – Specific:
Short-term:
 Increase awareness of cosmetic products running for owned
customers
 Maintain customer brand awareness
 For foreign markets, creating brand awareness among foreign
customers about Vietnamese running cosmetic brands
 Achieve customer satisfaction
Long-term:
 Become a leading enterprise in the world famous vegan
cosmetic manufacturing enterprises.
 Making the product of the squash skin cleaning kit become one
of the company's strategic products in the market.
 M – Measurable
 The source of raw materials of An Giang Jaggery is guaranteed to meet
the standards and enough to produce 1000 product An Giang Palmyra palm
sugar body polish.

 A – Attainable
Raw materials are purchased directly from agricultural factories by
Cocoon, undergoing a production process that meets the CGMP criteria of the
Ministry of Health, applying the most advanced extraction technologies to
retain vitamin content, Maximum minerals and antioxidants in the composition.
These ingredients are easily found in clean crop farms that meet Viet Gaps
standards.
 R – Relevant
The COCOON ORIGINAL VIETNAM believes that beauty products
should be cruelty free. We are proud to be Leaping Bunny approved. A global
program, Leaping Bunny requires cruelty free standards over and above legal
requirements.
Gives healthy, youthful skin and full of vitality from vegan ingredients.
 T – Time-Bound
50% increase in sales of the An Giang Palmyra palm sugar body polish
in the next 3 years.

1.2.2 Brand awareness

Increasing brand awareness For Cocoon, increasing brand awareness is
an important goal because Cocoon Vietnam is a new brand for consumers
and has low awareness. With the competitive advantages of pure product
characteristics and the only vegan brand strength recognized by PETA,
Cocoon should take advantage of its inherent resources and market
opportunities to increase its brand awareness. In the domestic cosmetics
market as well as the vegan segment.
Specific goals:
 + Achieve the level of Top of mind: the brand appears first in
the minds of consumers when they have a need to beautify with natural
cosmetics. Cocoon aims to own the number 1 position in the minds of
consumers when they discover their beauty needs. Moreover, Cocoon also
wants to become the number 1 brand in the minds of consumers when in
addition to beauty and want to use natural cosmetics, they want to enhance
their self-worth by their humane consumption behavior.
+ Increase likes on fan page to 500,000 likes per Facebook
post, 2000 likes for Instagram posts. Average engagement increased by over
30%.
+ The frequency of brands mentioned on online channels
increased by 30%.
+ 70% of target customers remember the brand identity.

1.2.3 Customer trial

Place test products at product display stalls at distribution agents such
as Hasaki, Nuty Comestic,.... Let’s customers have direct product
experiences on their skin to review, effectiveness and suitability of the
product.

1.2.4 Market Share

Market share is an indicator that measures the percentage of a
business's product sales compared to competitors or an entire market. Since
market share directly affects profits, every company, big or small, wants to
increase its market share. Cocoon's short-term goal is to develop loyal
customers and achieve 30% market share in Vietnam's Organic cosmetics
market by 2021.
Cocoon sets a target of at least 10% increase in revenue in 2021
compared to 2020.
Pumpkin skin cleaning kit sales account for 20% of the company's total
quarterly revenue.
 Part D – Marketing strategy for An Giang Palmyra
palm sugar body polish
1.1 Target customers
1.1.1 Segmentation
A. 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 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.
B. 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 to have the opportunity 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.
C. Psychographic segmentation:
While the younger generation are adaptable and willing to try new
things, older generation have a strong loyalty to the product or brand that they are
familiar with. The old tend to favor long-standing brand such as Pond’s,
Hazeline, Nivea, etc. As Cocoon is a young brand, established in 2013, they are
preferred by youngsters. Additionally, the young nowadays become more aware
of the environment and decide to choose Cocoon because of some reasons.
The first reason is Cocoon’s products not only have high-efficiency, but
also be safe and friendly to skin and environment. Moreover, they create a
program called "Exchange old bottles, get new products" in two forms online and
offline. People can exchange bottles directly at specific "Green Points" and
exchange online by filling in their form and following the exchange steps. Beside
that, they made the big size products to limit the amount of plastic used and said
no to micro plastics packaging. When using Cocoon products, users not only feel
and imagine the familiarity of their homeland through the experience of scent,
texture right at the first use, take better care and protect their skin and hair, but
they also help to preserve the diversity of natural ecosystems.

1.1.2 Targeting
A. 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.
B. 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 brand also focuses on online marketing to increase online visibility and
likability. Through the Cocoon Vietnam fan page, 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.
Cocoon Vietnam can possibly grow their online presence and gain a better
understanding of their consumer base by prioritizing Differentiated Marketing.

C. Niche Marketing
According to the report, around six out of ten consumers are willing to
change their purchasing patterns in order to protect the environment.
Environmentally conscious consumers have created modest niches for
environmentally friendly products. Cocoon is an eco-friendly brand, who often
creates different campaigns about the environment, they focus on providing
contents and messages on social media that affect people in a meaningful way.
Some of the meaningful campaigns are “Make every day Earth Day’’, exchange
old bottles for new products to reduce the plastic bottles released to the
environment. Although using environmentally friendly paper bags, no plastic
lamination, and recyclable product bottles can increase the production costs, it
demonstrates Cocoon serious investment.

1.2 Product position, differentiation

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... 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
important worldwide organizations. The Cruelty Free International Leaping Bunny
program, the internationally recognized gold standard for cruelty-free products, has
validated all of Cocoon cosmetics and personal care items. 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.
 Part E – Marketing tactics for An Giang Palmyra

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
palm sugar body polish. 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 ?

 Product: What will Cocoon sell ?

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.
With Cocoon's marketing strategy on products, this cosmetic company is
very smart when it comes to catching up with the extremely popular beauty trends
in the world today, which are Vegan (vegan) and Cruelty Free (not tested). on
animals). This has helped Cocoon attract customers and position its brand
When beauty issues are increasingly necessary, people are more careful
with what they put on their skin and promote humanitarian factors, vegan
cosmetics is a trend that many people choose. In Vietnam, Cocoon is known as
one of the pioneering domestic brands in this field. They offer safe, healthy, vegan
products from Vietnamese plants and do not test on animals.

Besides, Cocoon is also a cosmetics company made in Vietnam 100%, the

source of raw materials is taken from Vietnam's nature and is committed to not
using harmful and "addictive" substances for the skin. The company scores with
customers and is trusted by customers.
Regarding product quality, all ingredients in Cocoon products have
certificates of origin from domestic and foreign raw material suppliers.
All Cocoon cosmetic products before being put on the market are
researched for 12 to 24 months, tested to pass tests for microbiology, pH, stability
over time, according to temperature, irritation (according to the standards of the
Japanese DRC center with a branch in Thailand) and must fully meet the
regulations and circulation on the market according to the regulations of the
Ministry of Health of Vietnam.
Cocoon cosmetic formulations are researched and tested by laboratory tests
(in-Vitro test) or on volunteers (in-Vivo test). At the same time, the raw material
suppliers also go hand in hand and commit that they also do not test on animals
during the research and production of that material.
 →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 equip.
→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: The prestige and quality that
Cocoon commits to is firstly shown through the pure Vietnamese raw materials
that Cocoon has painstakingly searched for and distilled in lands such as
Thanh Hoa, Hoa Binh, Dak Lak, Tien Giang.... Therefore, users can easily feel
and imagine the familiar appearance of Vietnamese features in each product.
Perhaps this is something that not many Vietnamese cosmetic brands can do like
Cocoon.
→ Different from the competition. Make a special mark for the Cocoon
brand.
Cocoon is a humane cosmetic brand, absolutely committed to not testing
on animals (Cruelty Free). This is an important plus point to help Cocoon
increasingly assert its position in the hearts of consumers. This process is
 researched and tested for stability and safety 6-12 months before it is released on
the market called the testing process. Cocoon is certified by the Pasteur Institute
of Ho Chi Minh City. For organic products to meet food safety and hygiene
standards, to meet physical and chemical standards. Does not contain harmful
substances, does not cause skin irritation.
→ Help users feel secure when using the product. Create trust for
customers and honesty for brands.
 Price: How much do Cocoon charge for the product ?
The cost Cocoon brand sells will affect the number of products sold:
As for Cocoon's marketing strategy on price, its products are priced in the mid-
range from 160,000 VND to 260,000 VND, so Cocoon's products attract all classes of
customers.

The company also offers many beauty combos at a lower price than retail for
customers to choose from
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.
- 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: “ Great to use jaggery
After a period of product experience, the feeling of smoothness, softness,
firmness, and strength of the skin is strong and the scent is like an orange lemongrass
 candy that makes the mind and body relax and relax, helping to make a tired working
day and for love. Shower more than the product is great, you should try it once, don't
miss this product”.
Compare prices with competitors:
- Product prices of other competitors: Innisfree, Lancome, The Body Shop,
Kiehl's, Vichy,,…. Compared to them, Cocoon prices are suitable for all classes of
customers.
- Although it has not been established for a long time, Cocoon seems to have
left its "elders" in the Vietnamese cosmetics market. What Cocoon can do is not only
to bring high-quality products, exquisite designs, and convenient use, the brand also
brings profound value to users .So the product that Cocoon sells is a product that is
already on the market from previous brands.
→ Cocoon creates an improved version of an existing product, showing
people that it is better in terms of features or has cheaper than what
competitors are offering
- In order to create convenience for customers, Cocoon also provides a variety
of different payment methods: Cash payment, bank transfer, electronic wallet
payment, mobile payment.
 Place: Where will the customer buy the Cocoon’s product ?
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.
Regarding the distribution system, Cocoon's marketing strategy is to distribute
products widely so that customers can easily access them. Currently, the Cocoon
brand is present at more than 300 points of sale at cosmetic distribution systems such
as Watsons, SammiShop, Hasaki, ... and many other systems nationwide.
In addition, besides the traditional stores, Cocoon also sells online on two
official websites, cocoonvietnam.com and myphamthuanchay.com, along with e-
commerce channels such as Shopee and Lazada.
→ 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.
 Promotion: How will customers learn about the Cocoon’s product ?
Not only is a vegan cosmetic company with a commitment to beauty and
health, Cocoon is also a brand that positively inspires users when implementing
many meaningful programs such as: “Campaign to plant trees from old plastic jars.
of Cocoon on Earth Day 2020", "Exchange old bottles to receive new products" with
messages and purposes of environmental protection, energy saving, etc.
In particular, the "Explore Vietnam" campaign implemented by the company
on its fanpage by organizing mini games and attractive gifts has attracted more than
7,000 participants, helping the company not only increase sales but also increase
sales. It also increases brand awareness and promotes many new products to
consumers.
In addition, Cocoon also launched an advertising campaign for a product in
cooperation with female rapper Suboi called: "Queen" on October 19. With the spirit
of "Quality from the inside out" as the affirmation, the two sides have officially
launched the collection "Queen" Substance including 2 products to clean dead skin
for the body and lips from Dak Lak coffee. matter. This collection is eye-catching
design with impressive hot colors and inspirational character Suboi image
prominently printed on the packaging.
→ Commercial advertising is an important part of successful business
interests.
Quality products For Cocoon, what is applied to the skin must be safe, effective
and not of animal origin
 Ingredients and uses 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.
Let customers understand the product in depth: Advertising media are used by
Cocoon. In the traditional way: Cocoon appeared in a magazine called “Đẹp”. This
magazine pays tribute to Cocoon and provides customers with some basic
information about Cocoon.
By way of social media: Cocoon's fan page has reached 129.612 fans. So as to
help customers get closer to Cocoon, answer questions about the brand, and
put forward comments and suggestions on the product. Therefore, brands rely on this
fact to better enhance their brands. Invite Kol’s to try out the product: Kol’s send
Cocoon products to their homes for them to experience. Most of them gave good
feedback. They don't say that because they got free products. In fact, because Cocoon's
products are really good, pregnant women can also use them, because Cocoon's
products are very benign. By accumulating points: According to different occasions,
Cocoon will create different reward plans for customers to redeem. The main purpose
is to encourage customers to use recyclable products to protect the environment. This
is in line with Cocoon's message and mission.
Thereby, what makes Cocoon beautiful in the eyes of consumers is:
- Beautiful message about humanity and environmental protection
- The pride of cosmetics made in Vietnam.
Consultion:
Cocoon is definitely making good progress in Vietnam. Taking advantage of its
technology, Cocoon shows that the company is succeeding in providing value to
customers. By being able to preserve all the essence of natural ingredients, Cocoon
has built a solid credibility with Vietnamese consumers with 100% vegan products.
The brand not only offers eco-friendly products with reusable packaging and is not
tested on animals, but also responds to the most pressing problems and needs of
Vietnamese customers: improving and safe for the skin. Furthermore, Cocoon's
success is largely due to its focus on consumer behavior and cultural understanding.
Cocoon proves that they value national identity by regularly launching product
lines using Vietnamese ingredients.