FINAL EXAMINATION REPORT

GROUP 9

COCOON BODY SCRUB PROJECT TO THAILAND

Subject: International Marketing

Class: INS303902
Lecture: Ho Nguyen Nhu Y

GROUP MEMBER
Nguyễn Ngọc Quỳnh Chi : 19071318
Võ Linh Đan : 19071334
Nguyễn Thị Lan Anh : 19071294
Phan Diệu Hoàng : 19071368
Nguyễn Hoàng Hiệp : 19071363

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TABLE OF CONTENT

3 INTRODUCTION
General Information
Development History
Product
Scale of Operation
Mission and Commitment

9 CURRENT MARKETING SITUATION

Macro-environment Analysis
Micro-environment Analysis
Current Marketing Plan
S.W.O.T Analysis

17 NEW MARKETING PLAN

Objectives
Marketing Strategy
Marketing Mix

22 ACTION PLAN
Budget
Gantt Chart
Action Programmer
24 REFERENCES

25 CONTRIBUTION TABLE

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 A. INTRODUCTION
I. About the Company:

1. General Information

Cocoon is a cosmetic brand made in Vietnam that makes the most of the strengths of
indigenous natural ingredients and says no to animal testing. Born in 2013, once known by
many consumers for its benign natural products, in the past 3 years, the name Cocoon has
suddenly attracted attention in the domestic beauty market, not only because the packaging
is renewed beautifully and carefully, but also because the humanistic messages are depicted
more and more clearly.
Today, the "green" lifestyle is not only reflected in the reuse of plastic bags, limiting single-
use plastic ... but also in the field of beauty. Cocoon – Made in Vietnam vegan cosmetics line
not only helps you take care of your skin but also brings you an eco-friendly lifestyle.

2. Development History

Catching the trend from Western countries, Cocoon represents vegan cosmetics Made in
Vietnam. Cocoon was born in 2013 and quickly became a favorite product by 100% vegan.
Cocoon uses abundant natural ingredients such as squash, mint, tea tree, Dak Lak coffee…
each product is designed with beautiful, well-thought-out packaging and a humane message.

Cocoon is the first Vietnamese brand to receive the certification of not testing on animals
and being vegan from the global animal welfare organization PETA. Therefore, Cocoon has
become a familiar name in the beauty world, covering more than 1,000 systems and large
and small cosmetic stores. In addition, Cocoon also builds consumer sympathy with "green
commitments" such as saying no to microplastics in shampoo products, packaging made of
friendly paper, bottles containing products, etc. capable of recycling. Cocoon also creates
special sympathy with environmental protection programs such as: Campaign to bring life to
old bottles; The program to sow more green seeds…

3. Product

3.1.Skin care products

Pumpkin line: With the desire to bring the most intensive acne skin care process, to help
remove excess oil, dirt, and add nutrients to help skin recover and prevent acne, Cocoon
has introduced Combo Care. Acne-prone skin with the main ingredients including squash,
gotu kola, tea tree oil, salicylic acid and Vitamin B3.

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Rose line: includes 3 products of rose water, rose essence and moisturizing rose jelly. This
combo of products has a very good moisturizing effect, contains a lot of moisturizers such as
HA, vitamins, nicinamide ... so it is suitable for dry skin.

Coffee line: is a specialized product line in the process of exfoliating the face, lips and body.
This is the most outstanding product line of Cocoon, which sloughs off dead skin cells and
brings moisture and smoothness to the skin.

3.2 Hair care products

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Cocoon Pomelo Hair Tonic is a product that is complemented by the beauty world with
"winged" words because of its effectiveness. The main ingredient of the product is grapefruit
essential oil; xylishine – extracted from natural sugars of wood and brown algae; vitamin D5
and glycerin. Your hair will be nourished, smooth, shiny, strengthen the curls and reduce
breakage.

Serum Sachi : hair restoration with main ingredients is Vitamin E and Sachi oil - 94%
unsaturated fat (Omega 3,6 and 9). In particular, the product does not contain mineral oil
and parabens. Therefore, the serum has the ability to restore damaged, dry, split ends and
stay soft and full of life.

3.3. Body care products

If you want to own a smooth, bright body, without traces of acne, the use of products that
support the treatment of skin problems is essential. Cocoon's bright, smooth and acne-free
body combo including Dak Lak coffee scrub and squash shower gel is the best choice for
you. You will no longer worry about acne on your back, no longer dry skin, but also maintain
the softness and smoothness of your skin.

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3.4. Lip care products

The tiny coffee beans mixed with the macadamia oil and shea butter of the Cocoon lip scrub
exfoliate the dead skin cells on the lips. Lips will become pink, smooth and moist.

Coconut oil balm Cocoon has a characteristic, extremely pleasant scent of coconut.
Completely natural product ingredients such as coconut oil extracted from coconut in Ben
Tre, shea butter, Vitamin E... Just a thin layer of lip balm daily, your lips will be provided with
enough moisture, increasing smoothness for lips. The condition of chapped, aging lip skin is
also minimized.

4. Scale of Operation

Cocoon's scale of operation is in the area of densely populated cities with high living
standards, namely Ho Chi Minh City, Hanoi, Hue, Da Nang, Can Tho, Binh Duong, Ba Ria-
Vung Tau, Dong Nai and Thai Nguyen. In particular, the most concentrated are Ho Chi Minh
City and Hanoi, because:
● With a large population and high standard of living, the demand for beauty is high.
● In the city, there are many leading cosmetic distribution systems such as Guardian,
Hasaki, Watson,... Cocoon is currently present at more than 300 retail points of these
cosmetic distribution systems.
● Having a modern life, the ability to access more diverse information sources in rural
areas.

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 ● Vietnam is a place with a hot and humid climate, which has made Vietnamese skin
sensitive and dark. Cocoon's exfoliating products will solve this problem and give
customers smooth skin.

5. Mission and Commitment

Mission: “Vegan cosmetics – for pure Vietnamese beauty”. According to Cocoon's

statement, the company combines the advantages of Vietnamese botanical ingredients with
scientific knowledge to produce cosmetics that are not only safe but also effective for all skin
types. The arduous beauty journey will always have Cocoon as a companion.

Commitment:
● 100% of ingredients are of clear origin and safe for skin: Cocoon buys raw materials
directly from agricultural factories, undergoes a production process to meet CGMP
standards of the Ministry of Health. Before launching into the market, all products are
researched for 1-2 years, passing tests on microbiology, pH, irritation (according to
the standards of the Japanese DRC center with a branch in Japan). Thailand),
temperature and humidity
● 100% vegan: Common ingredients derived from animals such as beeswax, wool,
sheep placenta, snail fluid, etc. are not used. Instead, Cocoon applies the full
potential of active plant extracts.
● 100% never tested on animals: Research is done using laboratory tests or on
volunteers. tablet(in-Vivo test). Cocoon is committed not to test on animals such as
rabbits, mice, fertilized egg yolks, …

6. The Development Strategy

Continue to create products that are completely vegan without animal origin to meet the
expectations of the Vietnamese people: safe and effective. The familiar ingredients in the
daily life of Vietnamese people such as Dak Lak coffee, Ben Tre coconut oil, Tien Giang
cocoa butter, Cao Bang roses, etc., are all applied by Cocoon with the most advanced
technology to keep Maximize the content of vitamins, minerals and antioxidants in the
ingredients

II. About the product:

Body scrub: Pure coffee beans from Dak Lak combined with Tien Giang cocoa butter to
effectively cleanse the body of dead skin, even out skin tone, arouses energy to help skin
become soft and radiant.

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Ideal for
● Body skin has many dead cells.
● Dull, dry skin needs to be cleaned of dead skin to become smooth and radiant.
Main ingredient
● Dak Lak Coffee: Has an antioxidant effect for the skin, especially the high caffeine
content in pure coffee beans will help the skin become firm, even, bring more energy
to the skin, always soft. and radiant.
● Cocoa Butter: Highly moisturizing, reduces stretch marks, softens skin and improves
calloused skin.

Uses
● Cleanse dead skin all over the body.
● Leaves skin smooth after first use.
● Helps smooth, even skin tone.

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 B. CURRENT MARKETING
SITUATION
I. Macro-environment Analysis

1. Demographic Factors

Thailand's main population is between the ages of 15-44, which is Cocoon's target customer.
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 cost 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 (although often not necessary), just because it is related to
beauty care and health. 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 equivalent to more
than 300-400 Thai baht, Cocoon's products are very affordable for Thai people.

2. Economic Factors

Expansion of the upper class

The shift in income as the middle class expands, spurs growth in consumer spending. With
an annual income of $5,000 – $15,000; middle-class people consider discretionary spending
and health-consciousness more likely. According to a forecast by Euromonitor International,
by 2030, 49% of households will have an annual disposable income of between $5,000 and
$15,000, up from 33.8% in 2018. Furthermore, the middle class as a whole is individuals
between the ages of 25 and 40 who have a stable occupation and income. This is the
market segment that Cocoon is focusing on. As a result, an increase in Target Customer's
income may allow Cocoon to enjoy a larger volume of product sales.

3. Natural Factors

Because it belongs to Southeast Asia, Thailand's weather is also divided into 4 distinct
seasons. Especially in the summer, the weather is extremely hot and rainy, up to 40 degrees

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Celsius. However, Thai people love to have a white skin. For that, in addition to applying
sunscreen, taking care of the body skin such as exfoliating, applying whitening cream is also
extremely important. That makes it easy for Cocoon's exfoliating products to penetrate the
Thai market.

4. Political Factors

Thailand is Vietnam’s largest trading partner in ASEAN. The Government of the Socialist
Republic of Vietnam and the Government of the Kingdom of Thailand have signed an
Agreement on the establishment of the Joint Committee for Economic Cooperation with the
desire to further strengthen and develop the friendly relations between the two countries.
Beside; promote economic cooperation between the two countries on the basis of equality
and mutual benefit, and in accordance with the provisions of the Trade, Economic and
Technical Agreement signed between the Government of the Socialist Republic of Vietnam
and Government of the Kingdom of Thailand in Bangkok on 11 January 1978.

5. Cultural Factors

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 Thai consumers because they are the same Southeast Asian countries. This
culture-oriented strategy is Cocoon's strength, helping Cocoon's products increasingly reach
the Thai market.

II. Micro-environment Analysis

1. Competitors

- Price competition: The product is marketed at a wide range of prices

depending on the products:
+ With the lowest price of 35.000 vnd/product (lip balm)
+ With the highest price of 780.000 vnd for a five-course set of products
Compared to the general level in the market, Cocoon is relatively cheap,
suitable for all subjects, especially students. The company must regularly study the market in
order to provide effective advertising and appropriate promotional
activities to attract customers.
- Competing for brand name products:
+ In particular, vegan cosmetics, Cocoon is a strong opponent of other
vegans in the Vietnamese market.
+ But in terms of the Vietnamese cosmetic market, Cocoon has strong
competition, such as: Thorakao, Sao Thai Duong,..
The company should concentrate on raising the value of its products and
services as natural 100% products, humanitarian to help keep competitive advantage.

2. Suppliers

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All naturals materials are bought directly from local farmers by Cocoon (rose
in Cao Bang, coffee in Daklak,…), in combination with imported drugs, vitamins,
and the platforms from countries, such as: France, Germany, Japan, …at the right
price and quality assurance.
Managers also keep track of prices for brand, accessories, packaging, and so
on. To actively search for supplies in case of a supply shortage or delay in order to
stabilize the prices and ready the supply of products to market.

3. Customers

- The target audience is young people between the ages of 18-30, who are beauty
lovers, who want confidence to express themselves. They have income and have
control of their decisions. Consumer markets are individuals purchased for their own
purposes, such as; treatment of acne, skin white, hair smoothing,…The company has
policies to support Pr, promote sale, exchange goods for convenience.
- Reseller markets: dealers, retailers buy many products for profit.
- International markets consists of these buyers in other countries, who buy products
via network or purchase orders directly sent to the company

4. Marketing Intermediaries

- Resellers: Cocoon has sold over 300 points in national cosmetics distribution systems. In
addition, the company focuses on distribution channels familiar to Vietnamese culture
such as: supermarkets, markets and agencies
- Physical distribution firms help the company stock and move goods from their points of
origin to their destination.
- Marketing services agencies are the marketing research firms, demand of customers and
companies with strategies to advertise and advise through celebrities and social networking
sites (Facebook, website,..) help the company target and promote Cocoon’s products to
the right markets.
- Financial intermediaries: Cocoon made a return and warranty policy through Fanpage
Cocoon.vn, pricing support policy.

5. Publics

- Media publics: This group carries new features and editorial opinions, helping Cocoon to
consumers by the media. For example, the company launched its “ Kham pha Vietnam''
campaign starting in August 2020, which is aimed at introducing new product lines from
Cocoon through minigame deploy For example, the company launched its “ Kham pha
Vietnam” campaign starting in August 2020, which is aimed at introducing new product
lines from Cocoon through minigame deployed on Cocoon’s Facebook fanpage.
- Government public: marketers must often consult the company’s lawyers on issues of
product safety, truth in advertising, and other matters.
- Citizen-action publics: Marketers offer consumer tastes surveys about Cocoon product,
connect to customers through product reviews, answer their question to keep in good
relationship with customers.

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 - Local public: The company often has holiday show discounts, minigames giving present to
the winning player, while asking participants to comment and tag friends to the post to create
customer interest.
- General public: Consumer comment and review of products on beauty website,
Cocoon’s websites,.. will affect its buying.
- Internal public: The company has many entertainment activities for its employees to
indulge in creating new products. Organize training classes and have good policies for
employees( insurance policy, holiday bonuses,etc..) to work more actively, more efficiently.
Contributing to the increase in product sales and corporate revenue.

III. Current Marketing plan

1. Current Marketing Plan

1.1. Marketing Strategy

1. Segmentation:

A. Geographic segmentation:
Cocoon is the elite of Vietnamese people which are created for Vietnamese people. That is
why they are actively 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.

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.
In order for people at different social statuses 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. (refer to cocoonvietnam.com)

C. Psychographic segmentation:
While the younger generation are adaptable and willing to try new things, older
generations have a strong loyalty to the product or brand that they are familiar with. The old
tend to favor long-standing brands such as Pond’s, Hazeline, Nivea, etc. As Cocoon is a
young brand, established in 2013, they are preferred by youngsters.

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

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 beauty-loving, health-conscious individuals. 100% of their products are vegan and
internationally qualified by Leaping Bunny (the Cruelty-Free program).

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
uses 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.

3. Positioning:

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...
Cocoon truly spread the concept of beauty inside to outside by raising humanitarian
and preserving sustainability of the 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

1.2. Marketing Mix

1.2.1: Product:

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 equipment, cosmetics,….). Although it is a
Vietnamese brand, the design and packaging are carefully invested by Cocoon. The
design is simple but beautiful and elegant. Mostly warm colors, decorative graphics showing
the product name. Product information such as ingredients, uses, and usage are clearly
printed on the product. Logo, brand name, guarantee stamp, batch number, production
date, bar code... are all printed on the package and box.

1.2.2: Place:

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

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 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.
➔ 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.
Here are some pictures of stores that are officially distributing genuine Cocoon products,
these locations bring together many factors that are beneficial to sales:
- Suitable parking space
- Densely populated area
- Harmonious outdoor layout
- Potential customers
➔ These locations are convenient for customers to visit and buy. Store space is one of the
factors that make customers trust you

1.2.3: 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.

1.2.4: Promotion:

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 Kols to try out the product: Kols 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 →
This is Cocoon's mission and message.
2. Current Marketing of Competitors

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 - Price competition:
Depending on the products, the product is sold at a wide variety of prices:With the lowest
price per product of 35.000 vnd (lip balm) and the highest price of 780.000 vnd for a five-
course box of products Cocoon is quite inexpensive in comparison to the market's general
level, making it suited for all topics, particularly students. To Attract clients, the organization
must conduct frequent market research in order to provide efficient advertising and relevant
promotional activities.Competing for well-known brands:In the Vietnamese market for vegan
cosmetics, Cocoon is a significant competitor to other vegans. However, Cocoon has stiff
competition in the Vietnamese cosmetics sector, including Thorakao, Sao Thai Duong, and
others. To maintain a competitive advantage, the company should focus on increasing the
value of its products, such as natural 100 percent products and humanitarian services.
- Growth Strategy
Hit patriotism, self-esteem with reliable and high-quality Vietnamese brands and
products.Increase brand awareness and gradually build a high-quality brand image
for modern and healthy women by choosing healthy but luxurious KOLs.

IV.S.W.O.T Analysis

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 C. NEW MARKETING PLAN
I. Objectives

● With being a new foreign product in the market and facing competitors that are local
and foreign brands that already have a presence and a certain market share.
Although Cocoon can be well-known in Vietnam, it still is a new-comer in the industry
(from 2013). The basic and most important goal when Cocoon enters the Thai market
is increase market penetration and increase product awareness, attract new
consumers to use products that combine strong and continuous communication and
from that create customers' loyalty.
● Developing and increasing brand awareness:
If a company wants to attract more potential customers or distributors, they should advertise
themselves on social media many times. By doing this, the company could easily enhance
brand awareness. With a friendly and trustworthy image, as well as the safety and natural
process, Cocoon always brings the products with the best quality to their customers. In
addition, Cocoon's Discover Vietnam campaign always associates product images with local
regions of Vietnam. That adds to the pride and prestige of the product.
● Branding the image:
Cocoon is a leading brand in the vegan cosmetics trend in Vietnam with international
certificates that ensure the safety of the products' 100% vegan ingredients. Therefore,
Cocoon is known by many people for its humane and safe products for users' health. That is
a huge difference between the brand and other cosmetic companies on the market.
Furthermore, to ensure the 100% veganity of the product, Cocoon only cooperates with

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partners who use all-natural ingredients in their production process. The objectives of us are
to:
❖ Show that the products are made with natural ingredients
❖ Involve customers in the products they use as well as asking for their review
❖ Create sympathy for customers for the brand.

● Creating customers’ loyalty:

It is most essential for the firm to retain customers’ loyalty. They are the objects
which provide the main revenue for any company. Cocoon is not an exception.
Moreover, loyal customers will also help Cocon to advertise by word-of-mouth
advertising. The target of us is to:
❖ Create a sensory experience for the customers
❖ Create an attachment for the brand
❖ Create a relation between the brand and the customers
❖ Have client faithfulness

II. Marketing Strategy

1. Segmentations

● Demographics
Gender: Both male and female. But the female segment dominates,
accounting for more than half of Thailand's skin care products market share in 2019
Age: 18- 25. Based on age group, the Generation X segment holds a
significant share in the Thai market in 2019. However, the millennial segment is
expected to garner a considerable share in the Thailand cosmetic market, since
millennials are known to be more tech- savvy and show interest in trying new
products, which makes them a prime target audience in the Thai skin care industry
Income: >= 2604.27 THB/ month (2 million vnd/ month)
Occupation: Students and newcomers to the workforce, housewife, officer,
singer, actor, model….
● Geographics:
People live in urban and big cities
People live in dry-weather areas
● Behavior:
Buying places: supermarkets, shopping centers, online shopping
Behavioral Occasion:
- Regular occasion: go to school, work or hanging out
- Special occasion: As gifts on important occasions such as birthdays,
anniversaries, ...
Benefit:
- People who pursue green lifestyle
Prefer taking care of themselves.
Care about appearance
User status: daily user

2. Targeting Strategy

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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
internationally qualified by Leaping Bunny (the Cruelty-Free program).
B. Differentiated Marketing:
The typical climate of Thailand is similar to Vietnam's 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 uses 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.
The brand also focuses on online marketing to increase online visibility and likability.
Through the Cocoon fanpage, they post news, information about promotions, and
communicate with their audience on a daily basis.
C. Niche Marketing:
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. Although using environmentally friendly paper bags, no plastic
lamination, and recyclable product bottles can increase the production costs, it demonstrates
Cocoon serious investment.

3. Positioning

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 Thailand 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.
Cocoon, in particular, cleverly incorporated the Vietnamese woodblock prints culture into the
logos of ingredients such as winter melon, coffee, sa-chi, and pomelo... to exhibit pride in
Vietnamese culture.
At Cocoon, consumers 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 the natural ecosystem.

4. Differentiation Strategy

- 100% vegan cosmetic products

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 - Cocoon has obtained international certification for its products' 100% vegan
ingredients, which sets it apart even among international brands. The
difference between Cocoon is that its products are 100% vegan (registered by
The Vegan Society), not just using a few natural ingredients like other beauty
companies.
- Furthermore, to ensure the veganism of their products, Cocoon only works
with partners who do not use animals or any animal source in their
production. This means they don't use any animal-based ingredients such as
honey, beeswax, fluff, snail slime, silk,
- Recyclable Packaging
- Besides vegan ingredients, all Cocoon products also gain the trust of
customers thanks to the use of environmentally friendly packaging. The
company makes "green commitments" such as: say no with microplastics;
packaging is made of friendly paper, no plastic coating; and the product bottle
is recyclable. This action enhances Cocoon's reputation and shows great
concern for the health and environment for customers.

III. Marketing Mix

1. Product Decisions

Body scrub products are priced in the mid-range. With this price, Cocoon can attract all
classes of customers, especially the middle class. At the same time, Cocoon also offers
many beauty combos with lower prices than retail for customers to choose from.
At the same time, the Company will focus on improving service quality for products, without
changing the brand, features, quality levels, packaging, models and warranty policy. Taking
advantage of the Internet and modern technology, we will make a marketing plan for the
product and set up a separate website for the Thai market to make the product more widely
known throughout Thailand.

2. Pricing

Use a Penetration Pricing Strategy

- Market entry stage: - This stage Cocoon has just entered the market, so the goal is to
attract new customers from competitors. Cocoon uses a low price strategy to attract
customers to know the brand and try new products. - Applying a short-term discount
strategy combined with many promotions and incentives to hit the customer's
psychology, creating a feeling of wanting to buy products at a good price.
Firstly, buying a Cocoon body scrub will get a 30ml facial scrub, and buying through the links
of tiktokers, YouTubers, and influencers will get 5% off, to raise awareness of all people
about Cocoon's brand as well as to attract customers' attention to these products in the first
year.
- Growth phase: - Applying a price stabilization strategy to suit the business activities
of the enterprise, aiming for profit and expanding scale. - In order to increase
revenue and attract public attention, implement discount strategies on festivals and
special days (Black Friday, ...)

3. Place & Distribution

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Regarding the distribution system, Cocoon chose to penetrate the market by indirect export,
so there will be 2 main distribution channels:
Cosmetic distribution systems: Cocoon's marketing strategy is to distribute products widely
so that customers can easily access, so the distribution channel will focus on reputable retail
systems and many establishments. stores are located near schools or crowded residential
areas (Beauty Cottage, Watsons, Beauty Buffet, Karmart, ...). That way, Cocoon can easily
reach a large number of potential customers because more and more people are interested
in the appearance of the brand and they are looking for products that match their income
level.
In addition, besides the traditional stores, Cocoon also utilizes digital channels to distribute
its products such as official websites and e-commerce sites. Regarding the website, the
business will create a website in Thai language. Regarding the e-commerce platform, the
enterprise signed a strategic cooperation contract with Shopee and Lazada groups - the
largest e-commerce platforms in Southeast Asia, to strengthen their digital distribution
channels in the region. this area.

4. Promotion

For the marketing strategy of the promotion mix, businesses invest in advertising campaigns
using Influencer Marketing, taking advantage of the power of social networks and
implementing meaningful social activities programs. Influencer Marketing - Influencer
Marketing will focus on identifying influential individuals for a group of potential customers
and orienting marketing activities around those influencers. This is the strategy that has
helped Cocoon successfully promote products to consumers in the home market.
With this strategy, Cocoon will cooperate with famous Thai singers and actors (Baifern
Pimchanok, Bright Vachirawit, ...) to improve brand awareness and attract customers.
Cocoon also works with Thai beauty bloggers (Archita Sira, Fah Sarika, ...) by inviting them
to the store during product launch events and sending them the latest products so they can
write reviews. product prices through social sites such as Youtube, Instagram, Facebook, ...
- Thai celebrities often have a great influence on the public. Therefore, through Influencer
Marketing campaigns, businesses will send advertising messages to customers and
persuade customers to use their products by taking advantage of the influence and prestige
of Influencers.
Social media Marketing: - Currently in Thailand, digital advertising is booming and expanding
rapidly with Internet access rate accounting for 75% of the population. In addition, Thailand
is leading the world in the number of digital technology users. Therefore, marketing through
social networks is a long-term marketing strategy that Cocoon invests in to maintain its
identity with Thai consumers. - Promote our products through articles, photos, videos on
social media such as Twitter, Instagram, Tiktok, Facebook, ... Book the media such as
Praew, Harper's Bazaar, . .. write articles for the firm. - Regularly organize minigames,
promotional giveaways from the store. Social activities: Organize empty bottle recycling
campaigns: “Growing trees from old plastic jars on earth day”, “Exchanging old bottles for
new products” with messages and purposes of environmental protection . These campaigns
not only help raise consumer awareness and create sympathy with the public, but also
contribute to affirming Cocoon's mission of building a green ecosystem.

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 D. ACTION PLAN
1. Budget

Cocoon sets a target of 1 year retail sales of 10 billion VND with an expected average selling
price of 125 000 VND / 1 product out of a total of 80,000 products sold. Cocoon is expected
to break even in the last quarter of its first year. The break-even analysis assumes retail sales
per unit of VND125,000/unit, a variable cost per unit of 60,000 VND, and an estimated first
year fixed cost of 3 billion VND. Based on these assumptions, the breakeven calculation is:

- Sản lượng hòa vốn

- Doanh thu hòa vốn:

- Marketing budget chiểm 8% doanh thu sản phẩm:

5.769.230.769 * 8% = 461.538.461,5

2. Control: Gantt chart

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 3. Action programmer

Attention:
Program 1:
Time: January
Giving samples of products in supermarkets, large commercial centers, large cosmetic stores
such as (Beauty Cottage, Watsons, Beauty Buffet, Karmart, ...)
Promotion: buy 1 get 1 free campaign, buy 1 body scrub 200ml get 1 free 30ml face scrub
Program 2: Social media:
Time: all-time
- Dangler hanging in supermarkets, commercial centers.
- Landing page social network
- Create fanpage: official cocoon and beauty fanpage with cocoon to share skin care,
skin whitening, beauty treatments.
Promotion: work with Thai beauty bloggers (Archita Sira, Fah Sarika, ...), youtubers, tiktoker
to introduce products, 5% discount for those who buy through the link of influencers.
Create tiktok trend: "exfoliate, refurbish to meet a crush"
Budget: 100 million VND
Interest:
Time: February to May
Increase product prestige, Book press media such as Praew, Harper's Bazaar, ... write articles
for the company. Communication of the company's products are natural, safe, benign, vegan
and especially not tested on animals
Partnering with enterprise commerce platforms to sign strategic cooperation contracts with
Shopee and Lazada groups - Southeast Asia's largest e-commerce platforms, to strengthen
their digital distribution channels in this area.
Promotion: Free shipping in 1 month for body scrubs
Budget: 80 million VND
Action Promotion event:
Action 1:
time: 5/6
Action : Social activities: Organize empty bottle recycling campaigns: "Grow trees from old
plastic jars on earth day", "Exchange old bottles and get new products" with messages and
purposes to protect the environment. school. Also exchange 2 old bottles of body scrub to get
5% off new products

Action 2:
Time: The Ubon Wax Candle Festival is a long-standing traditional festival of the people of
Northeast Thailand to open the Buddhist Lent (July 11 to 17.)
Subject:

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Action: campain“vegetarian use vegetarian food” stall to display, sell and introduce products

Action 3:
time: t10
Action: invite Quang Hung MasterD to perform the song: "easy come, easy go" at Siam
Square, put up a poster advertising the product "exfoliator, refurbish to meet a crush" and
distribute samples of exfoliating scrubs to everyone, keychain gift. Check in at the concert to
receive a discount.

Action from June to November: Organize minigames, giveaway promotions from stores,
websites, social networking sites. Collaborate with famous Thai singers, actors (Baifern
Pimchanok, Brightchirawit, ...) and Thai beauty bloggers (Archita Sira, Fah Sarika, ...) by
inviting them to the store during the event. product launch events and send them latest
products so they can write product reviews via social sites like Youtube, Instagram,
Facebook.
Budget: 230 million VND
Retention:
Time: December
Program : Tet gratitude: giving cocoon cosmetic boxes to customers who buy body scrubs,
and black friday discounts
Budget: 51 million VND

REFERENCES
chay, VEGAN | Mỹ phẩm thuần. “COCOON VEGAN - Mỹ Phẩm Thuần

Chay.” Myphamthuanchay.com | VEGAN | Mỹ Phẩm Thuần Chay,

myphamthuanchay.com/. Accessed 24 Dec. 2022.

“Cocoon Swot - THÁCH THỨC  Dạng Hũ Khá To, Nắp Đậy Không Được Chắc Lắm Nên

Không Mang Theo Khi Đi Du - Studocu.” Studocu,

www.studocu.com/vn/document/truong-dai-hoc-kinh-te-luat-dai-hoc-quoc-gia-thanh-

pho-ho-chi-minh/marketing-can-ban/cocoon-swot/21106112.

Cocoon Vietnam. “Cocoon Vietnam.” Cocoonvietnam.com, 2018, cocoonvietnam.com/.

“Hiệp Định Hợp Tác Thương Mại Kinh Tế Kỹ Thuật Giữa Việt Nam Thái Lan

1978.” Thuvienphapluat.vn, m.thuvienphapluat.vn/van-ban/Thuong-mai/Hiep-dinh-

hop-tac-thuong-mai-kinh-te-ky-thuat-giua-Viet-Nam-Thai-Lan-1978-80892.aspx.

Accessed 24 Dec. 2022.

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 CONTRIBUTION TABLE

Name Student ID Contribution

Võ Linh Đan 19071334 20%

Phan Diệu Hoàng 19071368 20%

Nguyễn Thị Lan Anh 19071294 20%

Nguyễn Ngọc Quỳnh Chi 19071318 20%

Nguyễn Hoàng Hiệp 19071363 20%

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