Class: B01E - MKT1101E

Group: 06

Members:

1. Đào Thị Hồng Nhung – 225123394

2. Ông Thụy Tường Vi – 225123083
3. Nguyễn Ngọc Anh Khoa – 205062511
4. Nguyễn Minh Kha – 215122023
5. Lương Anh Dũng – 215121181
6. Nguyễn Việt Thắng - 215122373
7. Phạm Việt Hoàng - 215121070

COCOON SLEEPING MASK

1. Introduction:
COMPANY DESCRIPTION:

 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. Cocoon is noted for
being one of the first Vietnamese firms to follow the world's most popular vegan
cosmetic trend in recent years.
A. Cocoon's History

 2016: Cocoon officially launched its first products in the context of poor local quality
products along with the overwhelming foreign competitors.
 2019: 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.
 2020: Cocoon was certified “not tested on animals and vegan” by the global animal
welfare organization PETA. In November 2020, Cocoon officially became the first
Vietnamese brand to be approved by The Leaping Bunny program of Cruelty-Free
International.

B. The meaning of brand's name

 Cocoon is the "home" of little caterpillars, going through the moulting process and
then turning into a stunning butterfly. From that sense, Cocoon means "home" to
nourish the skin and hair of Vietnamese people to help them become healthier and
shiner (The Cocoon Original Vietnam 2021).
 Cocoon clearly affirms its position in the hearts of consumers through commitments.
 Cocoon buys all-natural components directly from local farmers and combines they
with imported active substances, vitamins, and backdrop systems to create 100 percent
clear origin ingredients. Cocoon developed 100% vegan cosmetics by employ
elements produced from plants of clear origin rather than materials derived from
animals.

Cocoon’s Mission:

• Cocoon always keeps one mission in mind: to apply the benefits of the foods
around us combined with scientific understanding to create safe effective and cosmetic
products for everyone.

• We were born to bring you healthy, youthful and vibrant skin and hair from
simple and familiar ingredients that you eat every day. We always take on one mission
in mind: applying the benefits of ambient food to benefit scientific understanding in
order to create safe and effective cosmetic products for all everybody.
C. Mission statements:
• “Vegan cosmetics - for pure Vietnamese beauty”. According to Cocoon’s
statement, the company permits to combine the advantages of Vietnamese plant
ingredients with scientific knowledge to produce cosmetics that are not only safe but
also effective for every skin type. The arduous journey to beauty will always have
Cocoon as a companion (The Cocoon Original Vietnam 2021).

Cocoon’s Vision:

• Cocoon's vision is to create completely vegan products without animal origin

to meet the expectations of Vietnamese people: safe and effective.

• Every product that reaches consumers is refined in every detail to give

customers the best experience because it is not only a beauty product but also brings
meaningful messages of protection. environment. Thereby helping the vegan
cosmetics market gain more trust and love, which is also true proof that Vietnamese
people have never turned their backs on Vietnamese products.

Targeting:

• Short term: as a pioneer brand in the vegan cosmetics market, COCOON aims
to become the most popular and popular vegan cosmetics brand in Vietnam and meet
the requirements of all customers, achieving satisfaction. of customers is the focus in
all activities. The short-term goal set by the company is: "By the end of 2022, the
company will achieve a growth rate of 30%".

• Long-term: not only does COCOON have the ambition to dominate the
Vietnamese market, but it also targets foreign markets, especially Asian countries. The
biggest goal that COCOON wants to achieve in the next 10 years is "Products will be
exported to 10 countries in Asia by the end of 2031."

• Cocoon's target customers are women, who love nature and purity, a pure life
of natural things and target customers live in urban areas, in the top 4 big cities (Ho
Chi Minh City, Hanoi, Da Nang, Hai Phong).

Cocoon's competitors:

- L’Oréal Paris:
o L’Oreal Paris is a French cosmetics brand founded in 1909 by a French engineer
named Eugène Schueller. The company's first product was only hair poison. After
more than 100 years of development, the company has thrived and become one of
the world's leading luxury cosmetic brands. Made beautifully and highly
 appreciated by users for product quality. Currently, the staff is about 77,000
people with annual revenue of nearly 23 billion Euros.

Estee Lauder:

o Estée Lauder Companies Inc. is a reputable manufacturer and marketer of skin

care, makeup, perfume and hair care products. The company owns a diverse
portfolio of brands and distributors worldwide through retail and e-commerce
channels and is headquartered in Midtown Manhattan, New York City.

Cocoon's strategic product:

o Cocoon is a "cocoon", that "cocoon" is a "house" to incubate and raise a small

caterpillar that will one day transform into a beautiful and splendid butterfly.
From that meaning, Cocoon becomes a "home" to take care of Vietnamese
people's skin and hair, helping them become perfect and shine in their own
way. That is also the reason Cocoon was born: Helping Vietnamese users
become beautiful with 100% vegetarian products, containing nutrients from
Vietnamese nature, safe, benign, not using animal ingredients and saying no to
animal testing.

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...
 2. SWOT of Cocoon:
Strengths:

• Natural and toxic-free products: The Cocoon brand offers natural and safe skin care
products that are free of harmful chemicals that help build a strong brand identity and
customer loyalty.

• In addition, the government is also encouraging Vietnamese people to use Vietnamese

products. Meanwhile, the trend of e-commerce business is increasingly popular. Brand
promotion becomes easy on media channels, social networks.

• Cocoon's products gain CGM standards and certifiedAnimal test-free & of the
Ministry ofHealth of Victnam Vegan" by PETA.

• Cocoon is the irst Vietnamese cosmetic brand to be approved by ILeaping Bunny

Cruelty Free International's commitment to not testing on animals.

Weaknesses :

• Competition from international cosmetic brands: The entry of famous international

cosmetic brands has created a lot of competition for Cocoon. They have to compete with
global brands in terms of reputation and product quality.

• Strict requirements for quality and value: Consumers are increasingly demanding
about product quality and the value that products bring.

• Changing shopping habits: After the Covid-19 pandemic, customers' shopping habits
have changed. They often buy online through technology platforms.

• Higher production costs: The use of natural and sustainable ingredients increases
production costs, which can result in a brand's products being more expensive to produce and
less profitable .

Opportunities :

• Unique with plant extracts: Cocoon has built a unique product line, with 100% plant
extracts.This create a strong difference and help Cocoon stand out in the crowded cosmetic
product line.

• Reasonable price: Cocoon has shown its ability to reach a large number of customers
and set the prices of cosmetic products reasonably, suitable to the income of the majority of
Vietnamese people. This is an opportunity to attract a diverse range of customers in the
middle and low segments. Include: Students, office workers, workers,…
• Partnerships and collaborations: The Cocoon brand can partner with other natural and
sustainable brands to expand its customer base and increase brand awareness.

Threats :

• Competition from international cosmetics: International cosmetics are extremely

famous and have penetrated the Vietnamese market. This competition can put pressure on
Cocoon as it has to compete on reputation and product quality.

• Economic factors: Economic factors such as inflation, recession, and currency

fluctuations can affect a brand's revenue and profits.

• Consumer preferences: Changes in consumer preferences and trends can affect a

brand's sales and market position.

• Counterfeit goods: The success of the Cocoon brand may attract counterfeiters, who
may attempt to copy and sell counterfeit products, which could damage the brand's reputation.

Competitive Analysis:

• Cocoon Vietnam's direct competitor is Sukin from Australia. Launched in 2007, it is a

foreign brand that was considered the best vegan product when it was first born.

• Sukin's ingredients have less than 1% phenoxyethyl in the product, helping to avoid
bacteria and mold from entering, affecting the user's skin and health. The price of the product
is about 350,000 VND -1,400,000 VND.

Weaknesses of Sukin:

- There is no program to exchange bottles for free products to raise consumer

awareness.
- The price is a bit expensive for Vietnamese people's income.
- Atthough it was born longer than Cocoon,Vietnamese people do not know much about
this cosmetics company.

Cocoon's takeaway strategy:

- Cocoon has a program to exchange bottles for free products to raise consumer
awareness.
- Product prices are also very affordable and reasonable with the income of Vietnamese
people. About 32,000 VND - 385,000 VND.
 - Using Cocoon's vegan cosmetics helps Vietnamese farmers consume agricultural
products.
- Cocoon enhances marketing by organizing live shows with influential people in
Vietnam.
3. About the product:

Description:

- Introducing our vegan-friendly sleeping mask, a harmonious blend of plant-based goodness

to elevate your nighttime skincare ritual. Crafted with utmost care, this cruelty-free formula
features nourishing ingredients like:

- Organic aloe vera, known for its soothing properties, and botanical extracts such as
chamomile and lavender to calm and replenish your skin.

- Hyaluronic acid derived from plant sources delivers a hydrating boost, promoting a plump
and refreshed complexion. Infused with antioxidant-rich green tea and vitamin-rich extracts
from fruits like blueberries and pomegranates, this mask is designed to revive and invigorate
your skin while you sleep. Embrace the power of nature with our vegan sleeping mask,
offering a guilt-free and indulgent treat for your skin.

User Guide for Cocoon Sleeping Mask:

. 1. Getting Started:

- Start with a freshly cleansed face. Remove any makeup, dirt, or impurities to allow the
sleeping mask to penetrate effectively.

2. Choosing the Right Amount:

- A little goes a long way! Dispense a small amount of the sleeping mask onto your
fingertips. You can always add more if needed.

3. Application:

- Gently apply the sleeping mask evenly across your face and neck using upward strokes.
Avoid the eye area.

- Feel free to layer over your favorite serums or treatments for enhanced benefits.

4. Massage for Absorption:

- Take a moment to massage the product into your skin using circular motions. This
improves absorption and boosts circulation.

5. Overnight Magic:

- Leave the mask on overnight, allowing the powerful ingredients to work their magic. No
need to rinse off until your morning routine.

6. . Frequency:

- For optimal results, use the sleeping mask 2-3 times a week. Adjust based on your skin's
needs and preferences.

7. Precautions:

- Perform a patch test before the first use to ensure compatibility with your skin.

- If irritation occurs, discontinue use.

4. Market Product Focus:

*Introdution

-Vietnam is probably one of the most promising markets for many industries such as
cosmetics Cocoon is proud to be one of the unique cosmetic brands in the Vietnamese market,
established in 2013 when domestic and imported cosmetic brands are massively appearing to
dominate the market with countless advanced technologies. advances and traditional recipes,
Cocoon brings me a concept that sounds vague and quite new. That is using natural
ingredients to process finished products, also known as organic cosmetics. It is this new
concept that Cocoon has left an impression on customers in terms of reputation as well as
product quality that is clean, chemical-free, and safe for users.

*Marketing Objectives

-Targeting customers who need skin care but are concerned about the price and
ingredients of the product

- Building brand image and identity to help customers trust and choose products that
suit their tastes

- Change users' views and perceptions of the brand to attract new customers to help
increase the brand's sales and market share.

*Target Markets

-The customers that Cocoon wants to target are customers in the "adult youth"
segment who need more care and attention for themselves.

-Cocoon's target customer profile can be described as follows

• Gender: Cocoon's target customers are Female.

• Geographic location: Cocoon live's target customers are in urban areas, in the top 4
major cities (Ho Chi Minh City, Hanoi).

• Age: Cocoon's target customers focus on the Youth group (18 - 28 years old).

• Attitude: Cocoon's target customers love nature and purity, like pure natural things,
with as few chemicals as possible.

*Statistics show:

• More than 86% of respondents regularly use skin care products, mostly 40% of
women over 23 years old.

• There are about 11 million women between the ages of 15 and 39, so this market
segment is very fertile and potential.

• Most importantly, the current beauty trend is environmentally friendly solutions like
recycled materials, "natural" designs and encourage sustainable living.

-Most importantly, the current beauty trend is environmentally friendly solutions such as
recycled materials, "natural" designs to protect nature, the environment and encourage
sustainable living.
=>Drawing conclusions from analysis and current user preferences as well as the advantage
of being a 100% vegan product will be applied to the Marketing Strategy to focus on a clearly
defined market. Because this strategy requires Cocoon to have a more clearly defined market
segment than competitors.

5. Marketing Mix:
Product:

- The product is 100% completely natural, contains no chemicals, and is benign for all skin
types. Cocoon sleeping mask has been researched for 12 to 24 months and fully meets
regulations and market circulation according to the regulations of the Ministry of Health of
Vietnam.

- Product details: With the main ingredient aloe vera bringing coolness and relaxation. It
provides water, replenishes moisture, and moisturizes the skin. At the same time, with
antibacterial and anti-inflammatory properties, it can help heal and treat dark spots caused by
acne and is supplemented with other nutrients to increase product effectiveness.

- Meet needs: for customers who want a more thorough skin care step, absorbing effective
nutrients without ingredients of animal origin. Being a better choice is not only good for
people but also for society, especially those who lead a vegan lifestyle and love animals.

Price:

- With a finished product of 50 ml per product, core costs such as: raw materials, production,
packaging, labor,... all 50k -> sold to distributors for 80k -> distributed resell to stores 110k -
> stores resale to customers from about 150k . The profit per product is 30k. If the first batch
produces 3,000 products, the profit will be 90 million.

- Pricing mid-range so that sleeping masks attract all classes of customers and the target
customers are women aged 18 - 28. Offer many combos that come with sleeping masks at
lower prices when buying retail. Using competitive pricing helps increase product popularity
while maintaining brand position. As a high-quality Vietnamese product, it will definitely
have an advantage over vegan brands from abroad.

Promotion:

Slogan: Sleep Naturally, Dream Sweetly

Message: completely natural products without guilt or waste of resources, making you
enjoy every peaceful moment, conveying a profound green lifestyle through each
product.
o Use social media such as Facebook, Instagram, Tiktok to promote products and
special promotions.
o In addition, promote sleeping masks by organizing live events such as talk shows,
mini games, and participating in cosmetic exhibitions to introduce products to
customers.
o 10% - 15% discount vouchers if purchased on special occasions such as Black Friday,
Christmas, Tet, or with a bill over 500k you can buy a aloe vera sleeping mask at half
price.
o Take advantage of the Influencer Marketing strategy to promote sleeping masks with
discount codes to increase the number of purchases and coverage.
Place:

Cocoon sleeping masks have many ways to reach merchants:

 Social network platforms: Facebook, Instagram

 Cosmetic stores: Hasaki, Guardian,..
 Official website: Cocoon Vietnam
 E-commerce channels: Shopee, Lazada, Tiktok shop

There are many advantages in terms of distribution, sleeping masks quickly became popular
and became the top choice of customers nationwide.
Service:

o Display trial products and have staff to guide you at the cosmetics booth
o For customers with a high return rate, gifts will be given on women's day or birthday
via text message.
o Offer customers preferential rates for each person they refer. Show guests flexibility,
responsiveness, and personalized service.

Thank you for choosing Cocoon. We're excited to be a part of your skincare routine, and we
hope you enjoy the transformative benefits of our sleeping mask!