Name: Hà Thị Linh – 21DH123182

Trần Lệ Mẫn – 21DH120895

TOPIC: Marketing Strategies of vegan cosmetics Cocoon in Vietnam

I. INTRODUCTION
I.1. Overview Research

Due to shifting consumer preferences and a growing emphasis on personal care

and appearance, the cosmetics business in Vietnam has seen tremendous expansion
in recent years. Additionally, consumers are becoming more and more worried
about the effects traditional cosmetics have on the environment and animal
welfare. Vegan cosmetics have become a specialized market within this expanding
industry that satisfies the needs of customers who value social responsibility and
the environment. Vegan cosmetics are distinguished by their cruelty-free formulas,
which are free of any ingredients produced by animals and are not subjected to
animal testing.

In response to this growing trend, Cocoon, a locally established cosmetics brand in

Vietnam, made its entry into the market in 2013 as part of Nature Story Cosmetics
Co., Ltd. The brand's core objective is to offer superior vegan products that
prioritize both efficacy and environmental sustainability.

With a focus on employing organic, plant-based ingredients in its formulations,

Cocoon takes advantage of Vietnam's wealth of natural resources. This satisfies the
demands of customers who place a premium on clean beauty products and
generates a differentiating selling feature that appeals to those who care about the
environment. Furthermore, Cocoon carefully uses its "Made in Vietnam" branding
as a key component of its marketing strategy.

Cocoon positions itself as a frontrunner in the realm of vegan cosmetics within the
Vietnamese market, prioritizing its commitment to animal welfare and
environmental sustainability. The brand ensures that all of its products are devoid
of any animal-derived ingredients and abstains from conducting tests on animals.
This approach resonates strongly with socially conscious consumers who are
mindful of the consequences their choices have on animals and the ecosystem.

In essence, Cocoon's marketing strategy revolves around offering natural, vegan,

and ethically produced cosmetics to health-conscious individuals. By placing
emphasis on the utilization of plant-based ingredients, promoting cruelty-free
practices, and showcasing its Vietnamese heritage, Cocoon establishes itself as a
reputable brand that aligns seamlessly with the preferences and values of the
contemporary consumer.

I.2. Reasons for the topic

The cosmetics industry in Vietnam has been experiencing significant growth and
transformation in recent years, with consumers becoming more conscious about the
products they use and their impact on the environment and animal welfare. As a
result, vegan cosmetics have gained popularity among socially and
environmentally conscious consumers who seek ethical and sustainable beauty
options.

Cocoon has established itself as a prominent player in the Vietnamese vegan

cosmetics market. The brand has successfully captured the attention and loyalty of
consumers who prioritize cruelty-free and environmentally friendly products. By
studying the marketing strategies employed by Cocoon, we can gain valuable
insights into the approaches and tactics that have contributed to the brand's success
in this specific market segment.

Furthermore, this research topic aligns with the broader discussions on

sustainability and ethical consumerism. The cosmetics industry, known for its
heavy reliance on animal-derived ingredients and animal testing, has been facing
increased scrutiny from conscious consumers. Investigating the marketing
strategies of a vegan cosmetics brand like Cocoon not only contributes to the
understanding of marketing techniques but also sheds light on how businesses can
align their practices with the values and demands of socially and environmentally
conscious consumers.

The findings of this research can provide valuable references for other companies
operating in the cosmetics industry, particularly those interested in entering or
expanding their presence in the vegan cosmetics market in Vietnam. By
understanding the marketing strategies employed by Cocoon, companies can gain
insights into successful approaches, consumer preferences, and market dynamics,
allowing them to make informed decisions and enhance their competitiveness.

I.3. Research objectives

The objective of the research topic on Cocoon's marketing strategy in the field of
vegan cosmetics aiming to gain a deeper understanding of how the brand has
developed and implemented its marketing initiatives. Through an analysis of
Cocoon's marketing activities, this research will provide an overview of how the
brand has created differentiation and attracted attention from customers in a
competitive market.

Another objective is to gather valuable insights into marketing methods in the

vegan cosmetics industry. This research will provide a better understanding of how
Cocoon has effectively applied marketing techniques to reach and attract
customers within this niche market.

An additional important objective is to contribute to the existing knowledge base

on marketing strategies in the continuously evolving field of vegan cosmetics. This
research will not only provide an overview of trends and modern marketing
methods in the vegan cosmetics industry but also help update the knowledge of
experts and managers in this field.

I.4. Research scope

Within the framework of the essay, we will analyze some strategies and some
forms of Cocoon market penetration in Vietnam to provide a holistic understanding
of the Cocoon's marketing approach and its impact on the brand's success in the
Vietnamese market, with a specific focus on the STP (Segmentation, Targeting,
Positioning) strategy and the 4P (Product, Price, Place, Promotion) framework.

I.5. Research structures

This report consists of 5 chapters: Chapter 1: Introduction, Chapter 2: Literature

Review, Chapter 3: Methodology, Chapter 4: Data Analysis, and Chapter 5:
Conclusion.

Introducti
on

Literature
Review
Methodol
ogy

Data
Analysis

Conclusio
n