BRAND PROTECTION

MEMBERS
1. Nguyễn Hoàng Lan
2. Phan Minh Việt
3. Nguyễn Trần Quỳnh Như
4. Lê Thị Bích Thủy
5. Hồ Thị Kim Chi
6. Nguyễn Nguyên Minh
 CONTENTS
1 2 3
CREAT PROTECTION PROTECT AGAINST
INTRODUCTION BARRIER COUNTERFEITING

4 5 6
ADVANTAGES & SOLUTIONS CONCLUSION
DISADVANTAGES
ABOUT Cocoon
Cocoon Vietnam is a famous vegan
cosmetic brand that was born in 2013
and is well known for its benign
natural products for skin, body, hair
and lip care.

In each Cocoon product, it is possible

to identify the Vietnamese spirit with
completely natural ingredients
1. Products of Cocoon ANALYZE BRAND
100% vegan products:
Cocoon is certified "Animal test-free &
Vegan"
Recently joined the list of Leaping
Bunny- Cruelty Free International's
commitment to not testing on animals.

2. Target customers
With prices ranging from 32,000-
465,000VNĐ, Cocoon's products are
suitable for all classes of customers
Difference name of products:
Cocoon has named their products
after the province in which they buy
ingredients.
 1
TECHNICAL BARRIER

BARRIER of 2
ECONOMIC BARRIER
BRAND
PROTECTION
3
PSYCHOLOGIC-AL BARRIER
1. Technical Barrier
Outside Product

LOGO : This is the characteristic yellow

logo with the words "ORIGINAL VIETNAM".
Cocoon here means "cocoon", the cocoon
is likened to a "house" to incubate and
nurture a small caterpillar to one day
turn into a gorgeous butterfly.
1. Technical Barrier
Outside Product

LABEL & PACKAGING :

Cocoon's designs are always towards the

environment, all packaging is made of
friendly paper, no plastic lamination,
plastic bottles are also recyclable.
Logo, brand name, guarantee stamp,
batch number, production date,
barcode... are all printed on the package
and box.
1. Technical Barrier
Outside Product

LABEL & PACKAGING :

Cocoon also cleverly creates a subtle

way of putting the Vietnamese
woodcarving culture in the logos of
ingredients: squash, sachi, coffee,
pomelo...
1. Technical Barrier
Inside Product

Improve product frequently:

Cocoon Vietnam is constantly
innovating and continuously
improving product efficiency
Grapefruit essential oil hair
conditioner upgraded version is a
treatment product for hair, suitable
for hair loss, weak hair, thinning
hair.
1. Technical Barrier
Inside Product
Upgrade manufacturing process:
The production process is handmade,
according to the heirloom recipe, meticulous
processing stages, always clean with the
tools in contact during the production
process.
Cocoon products have been tested by the
Pasteur Institute in Ho Chi Minh City and are
really safe.
Products are born in a closed production
line according to cGMP standards of the
Ministry of Health of Vietnam.
1. Technical Barrier
Inside Product
Emphasize distinctive functions of product:
Differences from the product name comes with its own features: Dak
Lak coffee, Ben Tre coconut, Tien Giang cocoa butter...
=> Help customers have healthy, youthful, acne-free skin, vibrant hair
and protect skin from irritation.

This is a huge difference compared to competitors in the market,

with such naming makes Cocoon's consumers feel clear about the
origin of the product's raw materials and trust when buying the
product.
1. Technical Barrier
Image
Differences in product:
The body scrub of Dak Lak coffee,
which always receives high praise
for its moisturizing ability after
use.
With the product's smooth texture
- rich in nourishing oils and tiny
coffee beans, it doesn't sting
when rubbed on the skin, even if
you have sensitive skin, you can
also use it.
1. Technical Barrier
Image
Build effective communication programs:
Cocoon has a special collaboration with the Animal Foundation. AAF
Asian animals in the program "Joining hands to protect bears"
The Cocoon values that have been spreading to everyone are proof that
without great actions we can also contribute to protecting animals by
beautifying ourselves.
 1. Technical Barrier
Image
Innovation and creativitiy in comunication:

“Campaign to plant
trees from old plastic
jars of Cocoon on "Discover Vietnam"
Earth Day 2020"
Attracted more than 7000
participants

One of the places to

exchange old bottles to
receive new products.
1. Technical Barrier
Image
Innovation and creativitiy in comunication:

Inspired by the strong and full of

personality, Cocoon and Suboi for the
first time combined to launch a limited
edition of unique Dak Lak pure coffee
cleansing products named "Queen"
Substance will accompany you to awaken
your inner "queen" and your outer skin.
 2. ECONOMIC BARRIER

Competitive Widen distribution Market

price channeles control

 COMPETITIVE PRICE
Klaris & The Ordinary are the two
leading brands in the industry
Existed for a long time
High brand awareness 275.000đ
High price
Gained customer
When Cocoon appeared, although it
was the same product about vegan
toner, it was cheap, the product
quality was verified and brought 385.000đ
good results.

550.000đ
=> Customers will consider buying Cocoon products
 WIDEN DISTRIBUTION CHANNLES
DIRECT DISTRIBUTION INDIRECT DISTRIBUTION

Cocoon sells directly on 2 official Cocoon has

appeared on
websites: many different agents
https://www.cocoonvietnam.com/
https://myphamthuanchay.com/

E-commerce platforms

 Market control
With more than 300 points of sale of retail
agents nationwide, Cocoon easily penetrates
the market in major cities and provinces in
Vietnam, especially Hanoi and Ho Chi Minh City.
=> Therefore, this indirectly helps Cocoon get
detailed information about the level of interest,
personality, and tastes of customers in each region.

Build hot-line for
Manage and care customers
customers'feedback

3. PSYCHOLOGIC-AL BARRIER

Maintain customer loyalty Build company culture

Manage and care customers

PAYMENT METHODS

PRICE POLICY

CONSULTING AND
ANSWERING QUESTIONS
PAYMENT METHODS
Prepayment: customers can pay
before receiving goods .Cocoon will
deliver the goods at the address
provided, deliver the goods directly
to your hands. consumers
Pay later: Customers can pay on
delivery (COD). Cocoon will deliver at
the address provided and receive
payment immediately after delivery
PRICE POLICY
Price adjustment over time: Products are priced
differently by season or month/day,
gratitude/promotion program for customers
Gving many high-value vouchers, freeship for
single orders in large quantities.
Support price for customers when buying combos

CONSULTING AND
ANSWERING QUESTIONS
Regularly consult and answer customers' questions, and at the
same time introduce products that are suitable for each
customer's needs.
 BUILD HOT-LINE FOR CUSTOMERS'S FEEDBACK

DIRECTLY
Hotline: 02838328228 & 0972 383 373
EMAIL: INFO@COCOONVIETNAM.COM
vegan.cocoon@gmail.com
AT DISTRIBUTION SYSTEMS
Customers are supported to answer questions at the store
Customer feedback can be updated directly at the distribution
system, or on evaluation items on e-commerce platforms.
MAINTAIN CUSTOMER LOYALTY

Implement loyalty programs on websites and social

networks to increase reach and interaction with
customers.

Provide products with prices suitable for each

customer, meet the needs of effective use of
customers, thereby creating trust and long-term
use.

Ready to advise, exchange and solve all product

problems of customers in a polite, cultural way,
creating respect and satisfaction for customers.
 BUILD COMPANY CULTURE

Bringing safe vegan products for customers' health

Bringing meaningful stories and messages with humanity

Build flexible and professional staff of Cocoon (because of the

web-based operation, flexible working hours to create comfort for
employees)

Staff consulting attitude, customer service before and after

purchase
 1. RESTRICT
COUNTERFEIT
BEHAVIORS

PROTECT
AGAINST 2. REQUIRE GOVENMENT
AND RELATED
COUNTERFEITING DEPARTMENT PENALIZE
COUNTERFEIT ACTIONS

3. MAKE LEGAL
PROCEEDINGS
1. Restrict Counterfeit behaviors

Consumers often lack vigilance and have little information about

the product, so it is difficult to know if the product is real - fake if
not used. Moreover, awareness of infringing goods and
counterfeit goods is still very limited in some parts of the people,
not only in rural and remote areas but also in urban areas.

Or use such goods because of the lower cost, which is an

abetting factor for infringing goods, goods forging trademarks to
circulate more smoothly.
2. Require govenment and related
department penalize counterfeit actions

Cocoon has the right to request the government to severely punish as

well as warn the acts of counterfeiting Cocoon's products
According to Decree 98/2020/ND-CP stipulating penalties for
administrative violations in commercial and production activities, trade
in counterfeit goods, and article 192 of the Criminal Code 2015 amended
and supplemented in 2017 Our state handles the problem of counterfeit
goods by administrative measures and criminal measures such as:
warning; monetary fine; confiscate material evidences and means of
transport; imprisonment...
3. Make legal proceedings

When Cocoon detects that individuals or businesses are

counterfeiting or producing Cocoon products in a state of
counterfeit, poor quality goods.

Cocoon has the right to carry out procedures to handle

legal work such as lawsuits, denunciations, claims, .. in a
sequence to protect its rights and trademarks.
 ADVANTAGES OF CREATING BARRIERS TO
PROTECT BRAND
The logo and brand name are close, unique, easy to remember, and well-received
=> customers can easily recognize the brand from Vietnam without having to spend time
searching for the origin in the printed information on the Cocoon packaging.
Cocoon has named its products after the province where they buy raw materials
=> making Cocoon's consumers feel clear about the origin of the product's raw materials
and trust when buying the product. From the scent to the name, they are all Vietnamese
and customers will not be confused with any other brand in the world.

CÀ PHÊ ĐẮL LẮK NGHỆ HƯNG YÊN DẦU DỪA BẾN TRE
 The media promotes the program "Live green with
Cocoon every day - Exchange old bottles, receive
new products" => to increase customer awareness
of Cocoon's product packaging.

The distribution network of goods is expanding,

ADVANTAGES OF Cocoon has appeared in many different retailers
=> The wider the network, the larger the market
CREATING BARRIERS share, the narrower the fake goods, the brand
TO PROTECT BRAND reputation is confirmed.

Cocoon has built its corporate culture as a vegan

and animal-safe brand => Vietnamese consumers
claim that they feel Cocoon is more ethical and
trustworthy when applying this product on the
skin.
 The certification of the above international
organizations has become an authentic basis that
consumers can put their trust in the quality of
Cocoon's products.

The use of environmentally friendly packaging with

ADVANTAGES OF ingredients that say no to micro-plastics;
packaging is made of paper, without plastic
CREATING BARRIERS coating; and recyclable product bottles are strong
TO PROTECT BRAND points

=> Protect Cocoon brand from other inferior

Cocoon fakes, enhance Cocoon brand reputation
and show great concern for health and
environment to customers.
 A series of counterfeit products were born
because of simple packaging design.
Product ingredients are easy to find in the
natural environment. DISADVANTAGES
Affordable prices attract the vast majority OF CREATING
of customers, leading to counterfeiters who
only need to spend a small amount of
BARRIERS TO
capital and sell at a lower price but still
make more profit.
PROTECT BRAND
=> Vulnerable to other cosmetic brands with competitive prices and affects consumer

loyalty to Cocoon cosmetics.

Customers who do not know well or have never purchased genuine Cocoon products
before will not be able to distinguish and buy fake goods => affecting the reputation of
the Cocoon brand.
 Measures against trademark infringement
Measures against brand decay
Measures to register for protection early to
prevent trademark infringement
All intellectual property rights, including

SOLUTIONS
without limitation information content and
all product information, packaging, etc.,
are registered by Cocoon and are
protected by law.
Cocoon should issue a zero-tolerance
policy with violations related to the
disclosure of business secrets will be
disciplined, the highest penalty is dismissal
and legal responsibility.
 CONCLUSION
Brand Protection is an important part of Cocoon and for all businesses in
many areas.
The brand influence by counterfeit goods or bad image for the company
that causes the brand to be lost can be canceled. In addition, the
company's reputation has also lost trust with the public.
Companies should take specific actions to protect their brands and raise
awareness of the product's core among consumers.
Firmly oppose individuals or organizations that harm or forge the
company's products and images.
Building a good image for the company, there is a civilized working culture
inside, leading to the company growing and raising its brand value.
 Thank you!
Do you have any questions for us?