Professional Documents
Culture Documents
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
5 TARGET MARKET
7 TOOLS
3 S.W.O.T
Pioneering the trend of
4 CAMPAIGN OBJECTIVES vegan cosmetics in Vietnam!
COCOON VIETNAM
5 TARGET MARKET Cocoon was launched to give you healthy,
youthful and vibrant skin and hair from simple
6 INSIGHT & KEY IDEA and intimate ingredients that you eat
everyday.
7 TOOLS
#100% Vegan cosmetics - for Vietnamese beauty
8
#Cocoon is proud to be a 100% cosmetic brand
ACTION PLAN & BUDGET made in Vietnam
4
Vietnam is not
only about
landscapes!
COCOON VIETNAM
#Dak Lak coffee beans #Tea tree
#Tien Giang cocoa butter #Grapefruit
#Cao Bang rose #Squash
#Ben Tre coconut oil #Pennywort
Vietnamese woodcarving
culture in logos of products!
The designs are always
environmentally oriented
6
Beeswax Fleece
Corticosteroid Hydrogen peroxide
Honey Snail fluid
Silk Luminescent substances
100% Vegan
from the plants of Vietnam
Friendly to skin
Effective and Non-toxic
7
PRODUCT LINES
8
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
6 TARGET MARKET
7 TOOLS
Value growth
BEAUTY CARE
Make-up products insdustry 9.0%
7.0%
COCOON VIETNAM
Skincare products
5.0% value growth
Value growth
Source: Worldpanel Division | Household panel | Urban 4 big cities | Beauty care Industry | 2018 vs 2017 10
Korea
Handmade &
Domestic
products
COCOON VIETNAM
products
12
GENERAL TRENDS
❑ Frequency:
Those over the age of 30
will have the highest
need for daily makeup,
followed by 23 -29 years
old.
❑ The most used items:
Lipstick is the most used
cosmetic, followed by eye
products, cleansing skin
and skin care.
13
COMPETITORS
15
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 INSIGHT & KEY IDEA
6 TARGET MARKET
7 TOOLS
COCOON VIETNAM
STRENGTHS WEAKNESS
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 TARGET MARKET
7 TOOLS
COCOON VIETNAM
Increased 25% of liking in 6 months.
19
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 TARGET MARKET
6 INSIGHT & KEY IDEA
7 TOOLS
Age 16 - 35
DEMOGRAPHIC
Income 5 - 50 million
COCOON VIETNAM
Youthful
Energetic
Lifestyle
PSYCHOLOGICAL Like to try new things
Care about the environment
Preference Influencers, friends, family
Age
Income
Educators
COCOON VIETNAM
Target customers 1
Occupation
Personality
22
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 TARGET MARKET
MOTIVATION
Desire to become more confident
COCOON VIETNAM
INSIGHT
with their original skin
COCOON VIETNAM
Be confident with your own beauty
26
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 TARGET MARKET
7 TOOLS
8 ACTION PLAN & BUDGET
TOOLS
COCOON VIETNAM
ADVERTISING PUBLIC RELATION SALES PROMOTION
ADVERTISING
▪ Inform brand’s awareness and knowledge
▪ Persuading to increase customers’ preference
▪ Convey the message to the TA
PRINT Magazine
Post Page
Engagement
INTERNET
Sponsorship
Skippable ads
29
#CocoonVietnam #Cocoon #Bebetterbeyou
PUBLIC RELATION
Rise credibility about completely natural,
organic cosmetics with slogan:
“Chúng ta không cần phải hoàn hảo!
Be better, be you!”
COCOON VIETNAM
Community involvement
30
SALES PROMOTION
a. Customer-oriented
To enhance IMC efforts and build brand equity
Sample Coupons
COCOON VIETNAM
b. Trade-oriented
Discount 5% /bill for distributors who
running the program “Chúng ta không cần
phải hoàn hảo! - Be better, be you! “ with 31
Cocoon
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 TARGET MARKET
7 TOOLS
8 ACTION PLAN
& BUDGET
BUDGET: 550.000.000VND Unit: Miliion VND
The CoCoon Vietnam Year 2021
Total cost
Marketing Communication
January February March April May June of each activity
Activities
Frame (in
45
cinema)
LCD (elevator) 15
140
Advertising
60
67
Bleed Page
Community
PR 150
involvement
BUDGET: 550.000.000VND
Unit: Miliion VND
Year 2021
The CoCoon Vietnam Total cost
Marketing Communication of each
January February March April May June activity
Activities