UNIVERSITY OF ECONOMY & FINANCE

FINAL REPORT:
THE COCOON

Subject: Sales Management

Lecturer: Nguyễn Tiến Huy
Class: A12E
Name: Trần Thụy Quỳnh Anh - 215044841
(2023 – 2024)
 OUTLINE
1. Introduction Cocoon company and products
1.1. About Cocoon company
1.1.1. History of Cocoon
1.1.2. The meaning of brand’s name
1.1.3. The meaning of brand’s logo
1.1.4. The mission of Cocoon
1.1.5. Principle of Cocoon
1.1.6. Some important point
1.2. Product of Cocoon
1.3. Strengths and weaknesses
1.4. Proposals to improve product
2. Sale organization
2.1. Levels in Cocoon organizational structure
3. Selling process
3.1. Prospecting
3.2. Preparation
3.3. Approach
3.4. Presentation
3.5. Handling objects
3.6. Closing and follow-up
3.7. Suggestions for improvement
4. Sales target
4.1. Segmentation
4.2. Overview of sale target in 2023
4.3. Advantages - Disadvantages and some proposed to increase
targeted revenue for Cocoon
5. Sale budget
6. Sales staff recruitment
6.1. Employment conditions
6.2. Some advantage and disadvantage of sales staff recruitment of
Cocoon
7. Sales staff training
 7.1. Human resource training and development at Cocoon
8. Motivation
8.1. Cocoon remuneration policy
8.2. Some advantages and disadvantages of Cocoon Remuneration Policy
8.2.1. Advantages
8.2.2. Disadvantages
9. Evaluation
9.1. Sales department
9.2. Proposal

LIST OF FIGURES
Figure 1: Cocoon brand’s name
Figure 2: Cocoon brand’s logo
Figure 3: Cocoon certifications
Figure 4: Facial care products
Figure 5: Hair care products
Figure 6: Body Care products
Figure 7: Lip care products
Figure 8: Cocoon organizational structure
Figure 9: Phase 1 (Cao Bang organic roses) in the "Explore Vietnam" campaign
Figure 10: Phase 2 (Dak Lak Coffee) in the "Explore Vietnam" campaign
Figure 11: Influencers use and review Cocoon products
Figure 12: The lands where Cocoon uses materials
Figure 13: Products are upgraded from packaging to quality
Figure 14: Cocoon's official website on Shopee
Figure 15: Cocoon products at Hasaki's website
Figure 16: Staff advises customers directly
Figure 17: Cocoon's attractive promotions on the e-commerce platform
Figure 18: Payment methods on Shopee
Figure 19: Cocoon's Discover Vietnam campaign

1. Introduction Cocoon company and products

1.1. About Cocoon Company
 1.1.1. History of Cocoon

The Cocoon Original Vietnam is a natural vegan Vietnamese cosmetic

brand that belongs to Nature Story Cosmetic Co., Ltd – Vietnam, founded by
CEO Nguyen Ngoc Bao. Cocoon products are committed to 100% pure and
safe ingredients on the skin, 100% vegan, and 100% not tested on animals. Six
years ago - in the first launch, Cocoon officially launched to users with two
main products: squash extract and pomelo peel extract, which specializes in
treating acne and fading dark spots, Cocoon received significant recognition
from consumers. Not stopping there, Cocoon has continued its research and
development efforts, expanding its product lines to include coffee, rose,
turmeric, coconut, and sa-chi lines, all featuring cohesive packaging and
outstanding quality.
The things Cocoon commits always go hand in hand with actions,
Cocoon has become the first Vietnamese cosmetics brand to receive
approval from the Leaping Bunny program, demonstrating its commitment to
cruelty-free practices and animal rights endorsed by Cruelty Free
International and certified as Cruelty-Free International by the animal rights
organization PETA.
1.1.2. The meaning of brand’s name
 Figure 1: Cocoon brand’s name

The cocoon is like a "house" to incubate small caterpillars, nurturing

them to turn into lovely, beautiful and splendid butterflies one day. With this
meaning, The Cocoon Original Vietnam is the home of Vietnamese skin, hair,
and body, helping you become more beautiful, perfect, and brighter in your
own way. It was born for a simple reason: to enhance the beauty of the
Vietnamese people with simple ingredients. Cosmetics are like food, giving
people beauty is "nutritious food". With the advancement of society, people
tend to look for foods of plant origin to protect their health. Along with this
mindset, vegan cosmetics have become a green living trend loved by many
people. Therefore, Cocoon constantly researches and launches a 100% vegan
cosmetic line, retains all Vietnamese plant nutrients, is safe and benign, does
not use animal ingredients, and is not tested on animals.
1.1.3. The meaning of brand’s logo

Figure 2: Cocoon brand’s logo

The logo features a young woman wearing an ao dai and a traditional
conical hat, exuding a gentle yet confident pose, symbolizing modern
Vietnamese women. Beneath it, the name [The Cocoon Original Vietnam]
stands out, adding a distinct and unique touch to this brand.
The message conveyed by the logo emphasizes the product as an
organic cosmetic designed to enhance the beauty, perfection, and confidence
of Vietnamese women.
1.1.4. The mission of Cocoon
Cocoon’s core mission is to bring Vietnamese people healthy skin, hair,
and bodies from simple ingredients around us every day. They always have
one mission in mind: to apply the benefits of ambient food with scientific
knowledge to create safe and effective cosmetic products for everyone.
Cocoon believes that the journey to true beauty is not an individual's
mission, so Cocoon will accompany customers on that journey.
1.1.5. Principle of Cocoon
100% of ingredients have clear origins and are safe for the skin: This is
Cocoon's absolute promise and commitment. All ingredients in the products
have documents proving their origin from domestic and foreign material
suppliers. All products are researched for 12 to 24 months before being put
on the market, and tested to pass tests for microbiology, pH, irritation,
stability over time, temperature, and humidity.
100% vegan: Do not use ingredients of animal origin commonly found in
cosmetics. Instead, apply and maximize the potential of active ingredients,
extracted from plants without the support of ingredients that have an animal
origin.
100% never tested on animals: Cocoon cosmetic formulations are
researched and tested using laboratory tests or on volunteers. Moreover, the
raw material suppliers also commit not to test on animals during the
research and production of that material, nor to perform tests on animals
such as rabbits, mice, fertilized egg yolks,...
1.1.6. Some important point
 Figure 3: Cocoon certifications
- 9/2020: Recognized by PETA as "not tested on animals and vegan” and
received "vegan" certification from The Vegan Society.
- 11/2020: Approved by Cruelty Free International Leaping Bunny
program.
- 12/2021: Cooperated with Animals Asia AAF in the program "Chung tay
bảo vệ gấu".
- 9/2022: Cooperated with Animals Asia AAF in the program “Chung tay
chấm dứt cưỡi voi & phát triển du lịch thân thiện cùng voi tại Đắk Lắk”
From Cocoon’s certifications and collaborations with Animals Asia AFF,
it can be seen that Cocoon’s commitments always go hand in hand with
action, proving that this cosmetics brand both enhances beauty and
contributes to animal conservation.
1.2. Product of Cocoon
Cocoon has 4 main categories of their products:
- Skincare:
● Cleansing oil
● Micellar water
● Cleanser
● Toner
 ● Serum
● Cream
● Mask
● Facial scrubs

Figure 4: Facial care products

- Haircare:
● Hair shampoo
● Hair conditioner
● Hair serum
● Incubated cream hair
 Figure 5: Hair care products
- Body care:
● Body scrubs
● Shower gel
● Body lotion
● Hand gel
● Hand soap
 Figure 6: Body Care products
- Lipcare:
● Lip balm
● Lip scrubs
 Figure 7: Lip care products
1.3. Strengths and weaknesses
1.3.1. Strengths of Cocoon
1.3.1.1. Vietnamese brand
Cocoon's biggest advantage is that its origin is a Vietnamese brand,
which helps consumers have more sympathy as well as easier communication
and access to customers. The time Cocoon was born was also the time when
the government encouraged [Vietnamese people to use Vietnamese
products], so Cocoon developed smoothly and quickly gained the love of the
beauty community in Vietnam.
1.3.1.2. The product is natural and does not contain harmful
chemicals
Cocoon builds its brand associated with vegan and natural products, so
skin care products do not contain toxic substances or chemicals. This is also
an advantage for Cocoon when most cosmetics on the market more or less
use chemicals and contain ingredients from animals. However, the
effectiveness of the products does not decrease because of using vegan
ingredients. Cocoon focuses on research and improvement to make the
products most suitable for consumers, especially for Vietnamese skin.
1.3.1.3. Strong social media presence
 Cocoon has a strong and widespread presence on media like Instagram
and Facebook to increase brand awareness. At the same time, Cocoon also
has outstanding activities and campaigns related to the community and
nature, which helps the brand make a mark in the hearts of consumers and
attract customers.
Cocoon is better known for signing with AFF Asia in the 2021 campaign
"Joining hands to protect bears" and recently collaborating with artist Suboi
in the "Queen - Quality" campaign to honor unique modern women.
1.3.2. Weaknesses of Cocoon
1.3.2.1. Limited product range
The Cocoon brand's product range is limited to skin care and
cosmetics products, which may limit the brand's market reach. Because
Cocoon's competitors include L'oreal, Innisfree has a more diverse range of
products from skin care, cosmetics to makeup, helping to increase customer
choices and meet the needs of women.
1.3.2.2. Limited geographical scope
Cocoon currently only operates in Vietnam and has not penetrated
foreign markets, so this may limit the brand's market potential. However, this
disadvantage comes from Cocoon's goals and target customers when the
products are researched to be most effective on Asian skin, especially
Vietnamese people.
1.3.2.3. High production costs
Using natural and sustainable ingredients increases production costs,
which can make a brand's products more expensive to produce and less
profitable. Even so, for public health, Cocoon still persists with vegan
ingredients and consumers still support Cocoon's mission for women's skin.
Overall, Cocoon has an advantage in the Vietnamese market because it
is a domestic brand. Although there are some disadvantages, due to its brand
orientation, Cocoon has to accept trade-offs to maintain and maintain its
mission. With the values that Cocoon has been bringing to the community,
Cocoon will create an even greater reputation and reach more customers
domestically and internationally.
1.4. Proposals to improve product
 Cocoon is limited by product lines and geography, so the market is not
wide and cannot optimally exploit customer groups. From the above
weakness, Cocoon can launch additional product lines or cosmetics to
diversify its brand, but Cocoon needs to consider keeping the original
mission and goals of the brand. In addition, Cocoon can expand its target
audience and research to make its products suitable for all Asian skin types,
thereby expanding its market to neighboring countries in the region.
Regarding high production costs, it is relatively difficult to overcome
because revenue and environment are always inversely proportional to each
other, at the same time we can only choose one of the two. With its
commitment to using vegan ingredients, Cocoon has to trade off with high
production costs and prices, but if Cocoon's products bring value and
effectiveness to customers, customers are still willing to pay.
2. Sale organization
2.1. Levels in Cocoon organizational structure

Figure 8: Cocoon organizational structure

2.1.1. Chief executive officer - CEO
Decide on strategies, make medium and long-term development plans,
business criteria, and annual revenue of the company. At the same time, he is
also the operator and representative and is responsible for all activities of the
company before the law.
2.1.2. Vice Director
 Overall management of activities in the company through the
management of specialized departments. Develop and advise on the
company's business plans and strategies, and continuously improve the
strategy implementation process. Continuously monitor, control and
evaluate the implementation of policies.
2.1.3. Head of Sales Department
Learn and identify relevant customer segments in the pharmaceutical
and cosmetics sectors. Make plans to implement management goals on sales
and ensure sales. At the same time, coordinate with other departments such
as Marketing to understand the marketing, advertising, and communication
plans of product lines.
2.1.4. Head of Marketing Department
Conceptualize and develop brands, research and develop products,
build and implement marketing strategies, advise on each strategy, build
media and build relationships with the press.
2.1.5. Head of Human Resources Department
Plan and implement personnel recruitment, receive and manage
personnel records. Understand the personnel situation in the company,
propose remuneration and welfare policies to encourage employee morale.
2.1.6. Head of Accounting Department
Record the circulation and use of assets and capital. Calculate and
check the implementation of the production and business plan and report
the existing situation when needed by the Director or Vice director.
2.1.7. Head of IT Department
Maintain and repair electronic equipment and set up network security,
support applications and software to help optimize work.
2.1.8. Head of E-commerce Department
Manage e-commerce products, link with the Sales Department to
implement synchronous campaigns for more effective marketing. Make sales
plans, sales plans, push goods on e-commerce platforms.
2.1.9. Head of Warehouse Department
 Sort and collect merchandise from cosmetic companies. Record,
manage, monitor, distribute goods for spa chain stores and warehouses of
the E-Commerce department.
3. Selling process
The sales process is the interaction between a salesperson and a
brand's potential customers. The sales process has seven general steps, this
is the framework for Cocoon to come up with strategies to bring its products
to the right customers.
During 10 years of operation, Cocoon has continuously strived,
optimized and effectively implemented each step in its sales process to
implement the brand's philosophy and mission of honoring the beauty of
women.
3.1. Prospecting
To penetrate the cosmetics market in Vietnam, Cocoon must research
and analyze the market to identify target customers, collect consumer
behavior data and come up with specific and appropriate strategies.
Cocoon conducts market research and surveys step by step:
- Identify Buyer Persona: Draw a portrait of the target customer
including age, gender, interests, consumption behavior, etc. The clearer
the customer portrait, the easier it is for businesses to find ways to
continue to reach your customers.
- Analyze and identify competitors: Understand your competitors and
present your advantages over them.
- Research consumer needs and behavior: Assess whether customers have
a real need for your business's products and whether they can afford to
buy.
- Provide full information to customers: Provide advantages and
disadvantages of the product so that customers can fairly view your
product. This is a way to help businesses build trust from customers.
- Choose the method and time to reach customers: Once you clearly
understand your market, businesses can choose the most effective
method and time to reach them. This includes building a marketing
 strategy and creating brand awareness of the business in the
appropriate time and manner.
Cocoon must regularly conduct market research and analysis to
understand customer needs, evaluate competition and identify new
consumer trends. Besides, understanding the market helps Cocoon
anticipate new customer needs, especially in an era where young people care
more about health and appearance.
3.2. Preparation
To lay the foundation for its sales process, Cocoon talked about the
origin and stories surrounding the product so that consumers better
understand what Cocoon sells.
3.2.1. Use Social Media Marketing
Cocoon has made optimal use of the attraction from the Social Media
platform to deploy advertising on this platform in combination with
Gamification. The most notable is the "Explore Vietnam" campaign (deployed
in August 2020), an exciting form of Minigame with simple game rules that
are easy to join.
The activity is divided into 2 phases: phase 1 (Cao Bang organic roses),
phase 2 (Dak Lak Coffee).
 Figure 9: Phase 1 (Cao Bang organic roses) in the "Explore Vietnam" campaign

Figure 10: phase 2 (Dak Lak Coffee) in the "Explore Vietnam" campaign
Accordingly, participants will venture into the various natural
resource-rich regions handpicked by Cocoon. By commenting and
mentioning your friends in the comment section of the Post Minigame,
players will be sent a link through Messenger, giving them the opportunity to
win Cocoon's vegan products. This Mini Cocoon game's marketing approach
has generated a powerful viral impact, drawing in and motivating numerous
individuals to engage with the brand.
3.2.2. Increase brand awareness with Influencer Marketing
Cocoon has made good use of the development of this form of
marketing by cooperating with many famous Beauty Bloggers. This helps
increase brand recognition, gain user attention and trust. Prominent among
them are Youtubers Khoai Lang Thang, Dao Ba Loc, Trinh Pham, female
Rapper Suboi,... This strategy has helped the brand reach more users,
increase trust, and persuade them to choose to buy. product.
 Figure 11: Influencers use and review Cocoon products
3.2.3. Brand positioning towards Vietnamese consumers
Cocoon has successfully created a brand "Made In Vietnam". Compared
to other cosmetic brands on the market, this is the unique difference of
Cocoon as each of the brand's products goes through the process of learning,
researching, and gaining a deep understanding of hair, and Vietnamese skin.
Thereby, each product aims to provide the best care for Vietnamese skin and
hair.
Besides, to affirm its commitment to using Vietnam's natural resources,
Cocoon has listed the name of the province where they buy ingredients in
each product line such as Dak Lak date coffee, Hung Yen turmeric facial
cleanser, and Ben Tre coconut oil. This is Cocoon's plus point compared to its
competitors, helping to enhance the reputation of the product's origin and
making consumers feel more confident when buying Cocoon products.
 Figure 12: The lands where Cocoon uses materials
Positive consumer interactions on social platforms through marketing
strategies have created a premise for Cocoon to increase recognition and
change the previous generation's perspective on Vietnamese cosmetics.
3.3. Approach
Referring to Vietnamese cosmetics, most young people of the 9x and
10x generations are bored. Because in their mind, there are images of
poor-quality ice cream sold in the market. This has "paved the way" for
foreign cosmetics to come closer to consumers. At the same time, that is also
the reason why quality Vietnamese cosmetic brands are "inferior" right on
the "home field".
However, about 3 years ago, Vietnamese brands really returned to their
"playground". One notable example is Cocoon - one of the pure Vietnamese
cosmetic brands that make a lot of impression with skincare believers.
 Figure 13: Products are upgraded from packaging to quality
Six years ago, Cocoon was established, offering two main products:
squash and pomelo peel, specializing in treating acne and dark spots. Due to
their high quality, these products quickly gained popularity among users. Not
stopping there, after 3 years of investment, Cocoon innovation has officially
returned, conquering Vietnamese consumers thanks to its neat appearance
and outstanding quality. Cocoon - "New shirt" for Vietnamese cosmetics,
where the values and beliefs of Vietnamese people are fully recovered. What
Cocoon can do is not only bring good quality products, and beautiful designs
but also profound values to users. Each Cocoon product is a gift from the
natural bounty of Vietnam, originating from regions like Thanh Hoa, Dak Lak,
Gia Lai, and Tien Giang. Therefore, users can easily feel the soul of Vietnam
through the experience of scent, right in the first use.
This is an important step because it helps Vietnamese cosmetic brands
change the thinking of the 9x and 10x generations, thereby redirecting them
to make product purchasing decisions.
3.4. Presentation
 Choosing a business location is very important for sales efficiency,
making sales easier and faster. Like other brands, Cocoon offers many
different ways to sell products: social networks, stores, official distributors
and the Internet. It is the decisive factor for the success or failure of a
business.
Cocoon's office is located in District 3, Ho Chi Minh City, but there are
many genuine Cocoon product distribution points throughout Vietnam.
Currently, Cocoon's product lines are distributed in large systems such as
Watsons, Guardian, Beauty Box, Hasaki, Coco Shop... and many other
cosmetic systems nationwide. In addition, customers in other provinces can
easily buy Cocoon products through the official website on e-commerce
platforms such as Shopee, Lazada, and Tiki.

Figure 14: Cocoon's official website on Shopee

The fact that Cocoon distributes its products so widely makes it easier
to reach customers and is less hindered by geography. In addition, Cocoon's
introduction of its products into major cosmetic distribution systems such as
Watsons, Guardian, Beauty Box also helps Cocoon enjoy the reputation of
these cosmetic distribution systems, helping the product reach many new
customers and easily gain the trust and love of customers.

Figure 15: Cocoon products at Hasaki's website

3.5. Handling objects
Cocoon, like many other cosmetic brands in the market, follows a
systematic process to create and process payments and fulfill delivery
orders. Here's a breakdown of how Cocoon manages payment and delivery
orders:
3.5.1. Order placement
For customers who come to buy directly at the store, they have the
privilege of direct consultation and testing of products. Employees at
cosmetic distribution systems will assist customers in choosing the products
that best suit their skin.
 Figure 16: Staff advises customers directly
Customers ordering through websites or e-commerce platforms will
not be able to try the product but will still be consulted by chatting with staff
on the page, but it will not be as quick and specific as at the store. However,
ordering online helps save time and budget because there are always
attractive promotions on the website or e-commerce platform.

Figure 17: Cocoon's attractive promotions on the e-commerce platform

3.5.2. Payment processing
Because Cocoon does not have its own stores, most will be distributed
at large cosmetic systems, so payment methods will depend on these
systems. However, recently, most cosmetics store systems have added
credit/debit cards or mobile payment applications in addition to traditional
cash methods. This helps increase convenience for customers, especially in
the current 4.0 era.
For customers ordering online, websites and e-commerce platforms all
support two forms: cash and credit/debit cards to support customers.
However, paying by credit/debit card or cash when ordering on the store's
website has disadvantages for customers as they cannot check the goods
first, and there is a high risk of buying fake goods but not having a refund. For
e-commerce platforms, when paying, whether by credit/debit card or cash,
the e-commerce platforms will temporarily hold the money of payment. After
the customer successfully confirms the order, that amount will be released
and will be transferred to the seller.

Figure 18: Payment methods on Shopee

3.5.3. Order fulfillment
At the store, when choosing the product they want to buy, the
customer will go to the counter to pay directly and bring the product home.
The order fulfillment process at a brick-and-mortar store will be much
shorter than ordering online.
With online ordering, the store will prepare the order, package it and
deliver it to the shipper. There are a few stores like Hasaki and Guardian that
will have their own delivery staff. Other stores that do not have their own
delivery service will send it to an outside shipping unit. For delivery services,
there are a number of regulations to support customers as well as shippers:
- In the situation that the customer is unavailable during the delivery
attempt, the shipper will contact you again to schedule a time to
deliver the goods (maximum 2 appointments). After 2 re-delivery
appointments, but still not successfully delivered, the shipping unit will
return the goods to Cocoon and they will refund the costs that you
have paid within 15 working days.
- In case the delivery and receipt of goods is not successful due to not
being able to contact you within 3 days, the shipping unit will return
the goods to Cocoon and we will notify you via the contact information
you provided. provided to cancel the order and refund the fees you
have paid within 15 working days.
- When receiving the product, customers are allowed to check the
integrity and quantity of the product according to the order before
receiving it. Your signing of the confirmation or a photo of your receipt
collected by the carrier during the delivery process is proof that we
have fulfilled our obligation to deliver the order properly after being
checked by you outside.
- Customers can record videos of opening goods and checking product
quality as evidence in case they want to contact Cocoon again to
exchange, return, warranty the product, or complain about
product-related issues that they have received.
Although there is no physical store, Cocoon has a nationwide delivery
service, applicable to customers who buy products on the Website, FanPage
and call Cocoon's HOTLINE. The order will be delivered to the address
provided by the customer through an intermediary shipping agent, ECO
DELIVERY or 247EXPRESS. In particular, the invoice information on the
outside of the packaging always has the brand's girl logo to identify the
product.
Cocoon's order fulfillment methods at stores and on commercial floors
provide maximum support for consumers. Although Cocoon does not have a
genuine store, this brand is present in most major cosmetic retail systems in
Vietnam, this helps Cocoon save on store management costs, employee
training and can inherit the management and operation processes of large
cosmetic systems.
3.6. Closing and follow-up
3.6.1. Closing
3.6.1.1. For e-commerce platforms
After the customer receives and checks the goods, if the product is
defective or missing, the customer has the right to request a return
according to the policy of that e-commerce platform.
- Shopee: Buyers can submit a return/refund request within 07 (seven)
days (for Shopee Mall and Cocoon products in this category) from the time
the order is updated and successfully delivered. Shopee always carefully
reviews Buyer's return/refund requests and reserves the right to make the
final decision on such requests based on Shopee's regulations and Terms of
Service.
- Lazada: For Cocoon products on Lazada, there will be a "15 days
return" label. During the valid period (from the time the order is updated and
successfully delivered), the buyer has the right to submit a return request. on
the system. The customer's return request will be reviewed and decided by
the seller or Lazada.
3.6.1.2. For Cocoon website
Cocoon has its own return policies for customers who make purchases
on the Website, Fanpage and call Cocoon's Hotline:
- Cocoon only accepts returns and product warranties when the error
comes from the manufacturer or due to the shipping process. Therefore,
customers need to record the opening video and check product quality as
evidence in case they want to contact Cocoon to exchange, return, warranty
the product or complain about product-related issues. bought.
 - Support to return goods with the condition that the return request is
made no later than 03 days from the date of receipt of the goods. Return and
warranty processing time is maximum within 14 days from the date of
receiving the customer's request.
- Cocoon will contact customers to provide instructions on how to
pack the returned goods and notify the recall unit and send equivalent
products for supplementation or replacement according to the delivery
policy specified above from the date of purchase. receive a request to return
or warranty the product, and Cocoon will pay the shipping costs for this
return and warranty.
3.6.2. Follow - up
Overall, Cocoon has done well in all stages from receiving orders,
fulfilling orders and customer care policy after purchase. However, in order
for customers to return to continue buying products, Cocoon needs more
efforts. Specifically, Cocoon needs to have campaigns to impress customers,
increase brand recognition in their hearts, and at the same time need to
launch attractive promotions to motivate customers to continue using their
products.
One of Cocoon's key campaigns is the Discover Vietnam campaign
launched in 2020. The purpose of this campaign is to promote the brand of
new products as well as strengthen customer trust in the products. We hope
that Cocoon's green, clean, and beautiful natural products can satisfy even
foreign customers. Using real images and real stories has brought a new
breeze to users and received support from them, hoping to open new doors
for the development of domestic cosmetics.
 Figure 19: Cocoon's Discover Vietnam campaign
3.7. Suggestions for improvement
Cocoon uses Social Media Ads extremely smartly when combining
Gamification tools. Social Media Ads are advertising on social networks, but
with the continuous emergence and development of new social networking
platforms, Cocoon needs to find integrated communication channels to
reach the right target customers.
4. Sales target
In the Vietnamese cosmetics market with countless brands that are
either lackluster or make consumers wonder about the quality, Cocoon
conquers customers thanks to the beautiful stories behind the making
process of each product and its commitments. Strict about ingredient safety.
However, that is not enough for Cocoon to continue to stand and develop in
the Vietnamese market and compete with foreign brands, so Cocoon must
know clearly who its target customers are and have suitable strategies to
attract them.
4.1. Segmentation
In general, Cocoon's target customers are women aged 18-25 and
average income, who love nature and purity, like things close to nature with
as few chemicals as possible.
 4.1.1. Demographics
- Geographic location: Mainly living in urban areas, in the top 4 big cities
(Ho Chi Minh City, Hanoi, Da Nang, Hai Phong).
- Age: focusing on the Youth group (18 - 25 years old).
- Income: Belongs to Group A Class (15 – 50 million VND) and Group B
Class (7.5 – 15 million VND).
- Education: focus on College group; University; Postgraduate
4.1.2. Shopping behavior
- Store: often use e-commerce platforms to purchase.
- Purchasing purpose: focused on the buyer group Buying to solve a
problem.
- Usage behavior: usually purchases 1-2 times/month.
- Psychology: belongs to the easy-going, friendly, open personality group
and the careful, thoughtful, sensitive group.
4.2. Advantages - Disadvantages and some proposed to increase targeted
revenue for Cocoon
4.2.1. Advantages
The first advantage is that Cocoon has segmented the market and
clearly understood its target customers, and painted their portraits very
clearly. This is a good start to help Cocoon have strategies suitable for the
target audience the brand has chosen.
Second, the product prices are suitable for Cocoon's target audience,
ranging from 90,000 VND - 500,000 VND. At the same time, Cocoon stores
on e-commerce platforms regularly launch great discount deals to attract
customers and encourage them to buy in combos. Despite the large
discounts, Cocoon's purchases always increase during sale days on
e-commerce platforms, which helps Cocoon increase sales month by month
(according to Cocoon's revenue report on e-commerce platforms in 2019).
2023 compared to the most recent quarters will grow by more than 5.2%).
Cocoon has many media campaigns that attract and achieve many
interactions throughout its years of operation. Thanks to the understanding
of target customers and their behavior, Cocoon has optimally used Social
Media Ads combined with Gamification tools and achieved positive feedback.
Through Cocoon's targeted campaigns, this brand has reached more new
customers, while strengthening the trust and love of long-time customers.
4.2.2. Disadvantages
Cocoon's first disadvantage is competition on e-commerce platforms
because most of Cocoon's target customers tend to buy on e-commerce
platforms. That's why the competition is very high in terms of price, product
quality and foreign brands. Therefore, Cocoon needs to deploy more
effective online marketing strategies to attract and retain customers.
The second disadvantage belongs to objective factors, which is because
the Vietnamese cosmetics market is competitive and saturated. With so
many brands attracting consumers' attention, Cocoon must find a way to
further differentiate and stand out in a market with many big name brands.
The last point belongs to the subjective factor. Although Cocoon has
determined the age of its target customers and has done a great job
attracting them, this range is still relatively narrow compared to other
cosmetic lines. Compared to other brands such as L'oreal or Innisfree,
Cocoon does not have product lines for middle-aged people. As customers
age, their preferences and needs may change, so diversifying your customer
base and product lines is important in retaining customers as well as
increasing revenue. by Cocoon.
5. Sale budget
While Cocoon faces substantial production costs, including raw
materials and packaging, the brand effectively mitigates expenses related to
store management and labor, alleviating its financial burden and bolstering
revenue. Nonetheless, Cocoon must remain vigilant in addressing key
considerations to secure and sustain the financial resources required to
attain its sales targets.
- Financial Analysis: Cocoon can harness financial analysis tools and
documentation to gain insights into the company's financial standing,
identify critical income streams and expenditures, and monitor pivotal
financial metrics such as gross profit, profit margins, and cash flow.
- Financial Planning: Within the realm of financial planning, Cocoon
must set clear sales and profit objectives, delineate anticipated
 revenues and expenses, and formulate a comprehensive financial
blueprint based on this data.
- Cash Management: Cocoon must diligently oversee the day-to-day
cash flow of the business, encompassing the creation of payment
schedules, cash flow forecasting, and ensuring adequate funds to meet
financial obligations.
- Inventory Management: Despite lacking physical stores, Cocoon
maintains warehouses for retail store distribution, necessitating
meticulous inventory monitoring, demand forecasting, and inventory
optimization to mitigate waste and needless cash outlays.
- Cost Optimization: Cocoon must conduct thorough reviews to
optimize operational costs, pinpoint extraneous expenditures, and
identify avenues for cost savings.
- Customer and Product Analysis: Leveraging existing data sources and
market research, Cocoon should identify primary revenue streams and
top-performing products, enabling strategic investment in areas
poised for increased sales.
- Periodic Monitoring and Evaluation: Cocoon should utilize monitoring
tools to regularly assess the company's financial status, facilitating
timely adjustments to financial plans and ensuring progress towards its
objectives.
6. Sales staff recruitment
Cocoon's staff is primarily located at its central office, as there are no
dedicated sales personnel due to the absence of physical retail outlets.
Nevertheless, the company maintains a sales department staffed with
customer care professionals responsible for order processing and
collaboration with the Marketing department to enhance revenue.
The recruitment criteria for various sales-related positions at Cocoon,
including Content Marketing staff, Marketing Executives, Customer Service
Executives, Sales Executives, International Sales Executives, and
E-commerce Executives, encompass the following prerequisites:
- Have at least 2 years of experience in a similar position.
 - Experience in the fields of FMCG/ Beauty/ Health care is an
advantage.
- Have good communication skills, good coordination within the
department, and skills in planning, organizing work, and managing
time.
- Proficient in English: Listening, speaking, reading, writing.
- Proficient in office software such as Excel/Word/PPT.
When Cocoon requires new personnel, the company utilizes its
fanpage and recruitment platforms to actively seek potential candidates.
Cocoon's application process is straightforward—candidates can submit their
CVs either via email to Cocoon's designated address or through recruitment
websites. Subsequently, the recruitment department reviews and screens
applications before scheduling interviews. Selected candidates undergo a
one-month trainee period before attaining official employee status. During
this trainee period, employees receive a trainee salary and will receive a
salary increase after becoming an official employee.
Cocoon places a strong emphasis on human resources development
and prioritizes the enhancement of each employee's skills and capabilities.
Consequently, Cocoon's recruitment process is conducted with meticulous
care. To ensure that candidates have a comprehensive understanding of the
job position and the associated benefits, Cocoon provides detailed job
descriptions, benefits packages, and transparent candidate requirements.
Moreover, Cocoon employs a recruitment approach that includes direct
email outreach by the company and listings on recruitment websites. This
dual strategy not only expands the reach to potential candidates but also
streamlines the CV submission process, making it more efficient and less
cumbersome.
7. Sales staff training
Cocoon adheres to the principle that "People are the most valuable
asset and the key determinant of business success" when constructing its
training programs and advertising campaigns. Consequently, Cocoon places
significant emphasis on its human resources policy, with a particular focus
on employee development. Within this framework, the Human Resources
Department holds a central position as the primary area of investment for
Cocoon.
7.1. Human Resources Department
In a unique approach, Cocoon has transformed its Human Resources
Department into a strategic partner, elevating its significance to the highest
echelon within the organization. This department assumes multifaceted
responsibilities, encompassing the recruitment of top-tier talent and the
provision of premium resources for the company. Additionally, the Human
Resources Department serves as the nexus between the company and
personnel development initiatives, including training programs and welfare
benefits. Its endeavors are instrumental in the execution of human resource
strategies aligned with the company's overarching business objectives.
Cocoon's leadership underscores a human resources policy geared
toward cultivating a high-caliber team, comprising individuals with
specialized expertise and a comprehensive understanding of economic and
social dynamics. This holistic approach ensures that the company's human
resources are well-equipped to thrive in various aspects of the business
landscape.
7.2. Other departments
Cocoon's departmental personnel policies are consistently reviewed
and updated to ensure they align with the evolving needs of each
department. Department heads collaborate to propose strategies aimed at
enhancing the overall quality of the human resources system, elevating staff
competence, and shaping the direction for future senior-level recruitment
efforts. Regularly scheduled meetings serve as a platform for devising
specific human resource orientations tailored to the unique requirements of
each department during distinct time frames. This approach not only fosters
effective teamwork skills within the employee ecosystem but also
substantiates Cocoon's longstanding success in developing a robust human
resource infrastructure and attracting a substantial pool of seasoned
professionals to support its business endeavors.
7.3. Advantages
 Cocoon has innovated in the structure of departments, and also
focuses on training for the human resources department - Cocoon's strategic
department. From there, it shows that Cocoon always puts the human factor
first, from its operating system to its products.
7.4. Disadvantages
Although training is still provided, with the information Cocoon
publishes on the website, it seems that Cocoon rarely mentions training
programs for other departments. Maybe when interning at Cocoon, each
department will have its own training sessions according to its expertise, but
Cocoon should provide more information about these training sessions for
candidates to refer to.
8. Motivation
8.1. Low-level staff
- Working time: 8:00 - 17:00 from Monday - Saturday
- Provided laptop and other working equipment,…
- Enjoy the insurance regimes in accordance with the Labor Law.
- 13th month salary, gifts for holidays, Tet, birthday, annual travel.
- Employee-specific internal purchasing policy.
- Excellent individuals and excellent managers will have their own
bonuses.
- Attractive income, commensurate with capacity, bonus according to
work performance
- Professional, creative working environment, training to improve skills
during work, many opportunities to assert yourself and advance in
your career.
- Attractive internal purchasing policy exclusively for employees.
- Take a vacation trip once a year.
8.2. Senior staff
- Total income: from 10 - 18 million (bonus and salary increase according
to work performance, evaluated monthly, monthly bonus based on
capacity).
- Internal purchasing policy for employees only.
 - Bonuses for birthdays, holidays, and public holidays according to
regulations of the Ministry of Labor.
- Leave 16 days/year + other holidays as prescribed by labor law.
- Enjoy full social welfare regimes such as health insurance, social
insurance, unemployment insurance, and annual vacation.
- Professional and creative working environment, trained to improve
skills in the working process, with many opportunities to assert
yourself and advance in your career.
- Gift programs on Women's Day 8/3, 20/10, taking care of employees'
children such as giving gifts on International Children's Day 1/6,
MidAutumn Festival.
- Excellent individuals and excellent managers will have their own
bonuses
With the above benefits, it can be seen that Cocoon recognizes each
member's contributions and provides benefits based on employee benefits.
Once again, Cocoon proves to everyone that it cares for its employees - an
important factor in Cocoon's success. These motivations have encouraged
employees to contribute more, creating joy and opportunities for employees
to develop more.
9. Evaluation
9.1. About the product
As a domestic product, Cocoon has an advantage in the hearts of
consumers, but at first Cocoon also had to make a lot of efforts to regain
consumers' trust in Vietnamese cosmetics. Cocoon's triumph can be
attributed to its unwavering commitment to a mission that revolves around
using ingredients sourced from diverse regions within Vietnam, not only
celebrating the nation's beauty but also honoring the authenticity of these
ingredients.
Cocoon's products are researched based on Vietnamese skin, so most
products are suitable for the vast majority of Vietnamese women, thereby
gaining a fixed customer base.
Cocoon focuses more on beauty care than makeup, so Cocoon's
product range is still limited compared to foreign cosmetic brands. Cocoon
may consider expanding product categories, but still consider its mission to
maintain the brand's identity.
9.2. About sales
Because Cocoon does not have a physical store and Cocoon's sales
depend on two sources online (on Cocoon's official website) and offline
(Cocoon product distribution agents). Therefore, to control sales, Cocoon
must balance these two sources.
9.2.1. Online source
With the online channel, sales depend on the customer service
department and website management to receive orders. Employees in this
department are almost all trained in sales skills, persuasion, and other soft
skills to best support customers.
With personnel in these departments, Cocoon can completely control
its recruitment and training process. At the same time, Cocoon's
management needs to regularly check employee quality and work
performance to detect problems and find solutions promptly.
9.2.2. Offline source
For stores or agents distributing Cocoon products, Cocoon cannot
control the sales process because this depends on that store/agent.
However, to ensure customers can access its products, Cocoon can offer
discounts to agents to make them more interested in the product, display it
in prominent places, and provide a qualified staff member to advise on
Cocoon products.
In addition, to ensure the sales process operates well, Cocoon needs to
look for reputable stores/agents with positive reviews about sales staff,
order taking - packaging - shipping stages to The reputation of the product
as well as the brand is not affected by bad reviews about the distribution
agent.
9.3. About sales policy
Cocoon's sales and return policy on their website also supports the
rights of both customers and delivery staff. However, for stores/distributors,
Cocoon needs to discuss and agree on return policies to ensure customers'
rights when purchasing Cocoon products.
 In addition, the response time to customer problems after making a
purchase needs to be faster, despite knowing that Cocoon's number of
orders per day is relatively large. In addition, Cocoon also needs to find ways
to speed up the return and refund process so that customers do not have to
wait long.
9.4. About the marketing campaign
To achieve its current success, Cocoon has deployed effective
marketing strategies to increase brand awareness and attract customers.
Cocoon has taken advantage of social networking platforms to organize
minigames, giveaways, discounts or share beauty secrets,... to attract
customers, inspire or give rewards to winning customers. With simple
games, Cocoon's marketing strategy has received a lot of attention and
participation from everyone. From there, increase interaction for Cocoon's
Fanpage.
Throughout its time in the Vietnamese cosmetics market, Cocoon's
marketing strategy has been successful in attracting new customers,
thanking old customers and having a strong viral effect. In addition, these
campaigns also introduce products, stories about ingredients and discount
information,...

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