Ministry of Education and Traning

University of Economics and Finance

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FINAL REPORT
SALES MANAGEMENT OF COCOON
Class: A02E
Lecturer: Nguyen Tien Huy
Student’s Name: Nguyễn Minh Bảo Ngọc-215042670
 TABLE OF CONTENTS
I.Products/Services/Company...............................................................................................................................2
*Company........................................................................................................................................................2
*Services..........................................................................................................................................................3
*Product...........................................................................................................................................................4
II. Sales Organizations...........................................................................................................................................4
III Sale Process.......................................................................................................................................................5
Cocooon's sales channels........................................................................................................................................5
*Business experience.......................................................................................................................................6
*Cocoon's target customers.............................................................................................................................6
* Demographics:..............................................................................................................................................7
IV.Sales Budget ......................................................................................................................................................7
V.Sale Target..........................................................................................................................................................8
VI .Sale Staff Recruitment .................................................................................................................................10
VII.Sales Staff Training......................................................................................................................................11
VIII. Motivation ...................................................................................................................................................13
IX.Evaluation .......................................................................................................................................................15
*Highlights of The Body Shop......................................................................................................................16
*Innisfree highlights......................................................................................................................................17
*Highlights of Homelab Soft Grass...............................................................................................................18

Thank You
To complete the study received a lot of instruction, follow-up and
Instructions from Mr. Nguyen Tien Huy - subject instructor. First of all, I
would like to express my gratitude to you for your enthusiastic teaching and
Impart valuable knowledge to you during your studies as well as in .The
process of doing the test. During my time participating in your class, I had
more for .I have a lot of useful knowledge, effective learning spirit.Sales
management is an interesting subject, extremely useful and highly practical.
Ensure to provide sufficient knowledge, associated with practice. However,
due to the limited knowledge capital and the ability to absorb reality is still
surprising. Although I have tried, it is difficult to avoid the shortcomings and
many inaccuracies, I hope you will consider and comment for the group.
Thank you sincerely!

I.Products/Services/Company
*Company
-Company origin: Cocoon Vietnam is a famous vegan, benign natural
cosmetic brand born in 2013 in Vietnam.
-The product has been approved by the Pastuer Institute of Ho Chi Minh City
for safety testing and verification from other natural ingredients such as
grapefruit, sachi, cheeks, squash..., undergoing the production process that
meets the CGMP criteria of the Ministry of Health and is licensed for
circulation
 -In terms of cocoon design, it emphasizes simplicity, mainly hot colors.
Product information such as: Logo, brand name, guarantee stamp, batch
number, production date, barcode... are all clearly printed on the packaging
and box. Affirming clarity and transparency More specifically, helping
customers distinguish between real - and fake goods, improving the value of
Vietnamese goods in general and the Cocoon brand in particular.
*Services
-'Brand meaning: Cocoon means ''cocoon'', it is considered ''home'' to be able
to incubat and nurture small worms.' Inside them are hidden valuable
nutrients that are not only delicious but also very good. Until one day, those
worms will turn into beautiful and gorgeous butterflies. Since then, Cocoon
was born with the reason of taking care of Vietnamese people's skin and hair,
helping them become more beautiful, complete and shining in their own way.

- The turning point of development:

+6 years ago, Cocoon launched 2 products: pumpkin peel and grapefruit,
specializing in the treatment of acne and blemishes. Since then, Cocoon has
begun to receive and care about repairs from Vietnam. After 3 years of
researching and improving products, Cocoon has officially returned and
conquered Vietnamese consumers. With a new look with outstanding quality
+ Cocoon has created a
"resonance" and became one of
the leading brands in the vegan
cosmetics trend. The company is
also certified for vegan products
by the Vegan Association (World
Vegan Association).
Cocoon's success is not only from Edge of the beautiful story through the
Leaping Bunny program – a program committed to non-testing on animals,
non-animal cruelty by Cruelty Free International and certified not to test on
animals from animal rights

*Product
-Cocoon's product recommendations and reviews: In general, Cocoon is the
first vegan cosmetic company in Vietnam. Cocoon is also a favorite cosmetic
company With a safe production process Benign suitable for pregnant
women - those who are in the most sensitive period when
anything used on the skin can affect the baby. Because Cocoon:
+ Commitment to 100% clear
and safe ingredients
+ 100% vegan commitment
+100% has never been tested
on animals
. However, there are still certain
limitations that need to be
considered further to adjust the
functionality of each product.
VD - There is no high
technology to preserve the
product for a long time
- It takes a long time to research a new product

II. Sales organizations

-The management department is the person who plans to research Marketing,

Decide and select the target market for the Enterprise, Planning Marketing
Strategy, Decide on product categories, Advise the Board of Directors on
Marketing Strategy and customer products

-Advertising and promotion department

+ Set up product development programs
+EXCEPT advertising and promotion programs
+ Design after-sales program, and product warranty for businesses

- Proposal in Cocoon's sales organizational structure Strengthen sales training

and development to help them make quick decisions in solving problems at
each region's facilities. The interaction between employees and customers
needs to be promoted to update the customer's wishes to improve better

-Business experience:Cocoon is determined to maintain a policy of only

cooperating with experienced distributors.Cocoon is based on financial
statements and tax reports in the past 2 years to consider distributors to
become partners to ensure operational quality.

III Sale process

1. Cocooon's sales channels
- Cocooon made the right decision when buying and using all natural
ingredients in Vietnam. This helps Cocoon make a difference with other
brands
- Cocoon has chosen the wholesale form and the number of distribution
channel levels is 1 level. That is, the product will be distributed directly to
customers only through a single distributor without a smaller distributor
( Cocoon -> distributor -> customer ). This decision helps Cocoon avoid
trade-in situations
- The criteria for choosing a dealer with extremely strict car distribution
channels. To become an authorized dealer of Cocoon, the distributor must
meet the following requirements:
+ Geographical location and product display space: Dealers must be located
on major roads, important traffic routes or large roads

*Business experience
Cocoon is determined to maintain the policy of only cooperating with
experienced distributors and based on financial statements and tax reports in
the last 2 years to consider distributors to become partners to ensure safety.
*Cocoon's target customers
'Coconon's target customers belong to the ''young'' segment because the
demand of this segment in Vietnam is very large.' According to Q&Me
(2020) statistics on cosmetic consumption, which is the trend of the
Vietnamese market in 2020, the habit of using cosmetics has a difference in
age, income and region.

A portrait of Cocoom's target audience can be described as follows:

* Demographics:
-Gender: Male, Female
- Geographical location: 2 major cities (Ho Chi Minh City, Hanoi, Da Nang
and Hai Phong
- Age: mainly concentrated in the group of young people (18 - 24 years old)
- Income: Cocoon's target customers are in Group A Class (15 - 150 million
VND) and Group B Class (7.5 - 15 million VND).
Family Life Cycle Cocoon's target audience is concentrated in the group of
Youthful singles.
Education Cocoon's target customers are concentrated in the College group;
University; Post-graduate.

III.Sales process
A common sales process, can have the following main steps:
+ Identify potential customers: Identify people who are able to buy good
quality beauty products at affordable prices
+Marketing and advertising: Using marketing and advertising campaigns to
attract the attention of customersCocoon used Social media advertising very
smartly when "coordinating" Gamification tools to advertise on social
networks with the upgrade and development of modern social networking
platforms. Since then, Cocoon has applied it to communication activities to
create motivation and excitement for users. Gamification works on a
mechanism that captures customer psychology, arousing their 'competition'.
Specifically, here strategy is the form of Minigame. It is Cocoon's Discover
Vietnam campaign carried out from August 2020. Through minigames on
Cocoon's main Fanpage
Aims to introduce new product lines to customers. This activity is divided
into 2 phases: phase 1 – Cao Bang organic roses) and phase 2 – Dak Lak
coffee.

+ Contact and interaction:

Contact customers by phone,
email or directly answer
questions and provide detailed
information about your products
and services.
+ Make an impression: Provide
experience services to make a
positive impression and promote
purchasing decisions.
+ Transaction and payment: Buy
and collect money from
customers. Easy and fast
payment methods are included: Domestic ATM card, Online banking;
MoMo,...
-After-sales: Provide after-sales service, warranty and technical support to
customers after they buy the product.
- Return and exchange warranty policy with the condition that the return
request is not more than 03 days from the date of receipt. Return processing
time, warranty is made up to 14 days from the date of receipt of your request
Your order will be packed in Cocoon standard.
-Build relationships: Maintain relationships with customers to create future
acquisition opportunities and collect feedback to improve sales pr
IV.Sale Target
1 Commercial goals
-Cocoon owns both production and distribution to branches and agents. In
terms of product quality, Cocoon leads the trend of vegan cosmetics in
Vietnam with international certificates to ensure the safety of the skin with
completely natural ingredients during production.

-Make a difference from the product name Cocoon names their products
according to the province where they buy ingredients. For example: Dak Lak
coffee date, Ben Tre coconut oil, Hung Yen turmeric cleanser. This is a
marketing strategy so that the brand can improve the reputation of the origin
of the product. With such a name, consumers can clearly see the origin of the
raw materials of the product and trust when buying the product.
- Spread the message with positive values
To everyone directly Cocoon has aroused
positive energy and conveyed the message
of environmental protection. Cocoon
appeared on the Vietnamese market as a
reminder for customers not only to take
care of beauty but also to pay attention to
the issue of protecting the natural
environment. 'Cocoon has come up with a
series of strategies such as ''Explore Vietnam'', ''Exchange old bottles for new
bottles''.'
-Strong communication force
Make the most of social media channels
Cocoon's first success is the "Discover Vietnam" strategy that took place in
August 2020. With the idea of bringing small game participants to explore
each physical land that Cocoon chooses

How to implement Cocoon's Marketing

campaign through Minigame related to
product images from local areas of Vietnam.
This has helped Cocoon win love when
building a unique brand image in the
Vietnamese cosmetic market.

-Use Influencer Marketing

Taking advantage of the development of influencer marketing, Cocoon has
cooperated with many famous Beauty Bloggers such as Beauty Blogger
Trinh Pham, Dao Ba Loc or Youtuber Khoai Lang Thang, female rapper
Suboi,... Cocoon's marketing strategy is smart when it comes to leveraging
the high influence of celebrities to increase user reach, build trust, and
convince them to choose the brand's products.
- Promotion is an integral part of brands' marketing campaigns. With
Cocoon, many promotions have been implemented on important holidays of
the year such as: March 8, Valentine, Earth Day, Black Friday... With a 25%
discount combo or buy 1 get 1 free...
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V .Sale Budget
A sales budget is understood as a comprehensive and coordinated plan,
showing financial relationships for business activities and resources for a
specific time in the future to achieve the sales goals set.
-Comment:
+ Diversify products and markets: Expand products to serve many different
customer classes and participate in many international markets
+ Increase production efficiency: Optimize production and supply processes
to reduce production costs and increase efficiency. Use modern technology
and production processes to produce more efficiently.
+ Integrated sourcing: Build solid cooperative relationships with suppliers
and partners to reduce purchase costs and improve product quality.
+ Research and development: Invest in research and development to create
new products and technologies and preserve products for a long time
+ Expand distribution network: Build and expand distribution network for
international market to increase revenue and benefit from larger scale.
+Development of after-sales service: Provide good after-sales service to
create trust and promote customer satisfaction, help them return to shopping
and introduce to many others
+Building a strong brand: Invest in marketing and advertising to build a
strong brand and attract customers.
+Save operating costs: Optimize unnecessary operating costs and focus on
value-creating activities.
+ Careful financial planning: Manage finances carefully, ensure sufficient
capital to support business activities and ensure that other products will be
made profitably.
+Building a strong brand: Invest in marketing and advertising to build a
strong brand and attract customers.
+Find cooperation and investment opportunities: Consider opportunities to
cooperate with other companies in the industry to take advantage of
opportunities for mutual development and create community value.
VII.Sales Staff Recruitment
Recruitment is also considered the process of finding, attracting and
evaluating and selecting candidates who meet the conditions of the business
to supplement the necessary human resources, realize the goals set by the
business.. Also through the recruitment process, businesses can evaluate
candidates in different aspects, based on the
job requirements set to find the most suitable
candidate
-Meaning of recruiting human resources
+ Help businesses make up for the shortage
of human resources, build a high-quality
workforce with enthusiastic, creative people
with many good skills and suitable for each
different position.
+Helping employees have jobs to promote
prosperity. Helping the country's economy to
develop more and more, the quality of life of the people is also improved.

- Cocoon application processes

*Step 1: Apply to Cocoon
Sign up via the Online form. Fill in all personal information in the link and
send CV

*Step 2: Filter the application

+ Cocoon Company has many candidates who want to apply to work at the
company. Because of the dynamic environment. With so many applications
sent to the HR department, it will be filtered to select the most suitable
applications for the vacancy.
+ Unsuitable records will be saved and used for future vacancies or if they
are more suitable for other positions, the employer will contact you.
+ The profiles of suitable candidates will be contacted by the Recruitment
department to participate in the test and interview.
*Step 3: Selection interview
This is a very important step in the recruitment process of companies.
Depending on the vacancy, the HR department will review and check some
information to evaluate the candidate accurately and appropriately. And
employers will come up with in-depth case questions to choose between the
most suitable candidate.
*Step 4: Evaluate and decide
After the screening, interview and selection steps, the company's
management will be the one to review and approve to make the final
decision. This decision is made depending on your experience and ability to
match your company culture. If selected, Cocoon's recruitment department
will be notified by email and phone to agree on salary, remuneration, as well
as the date of receiving the job.
*Step 5: Trial process
Applicants after receiving the admission notice. There will then be a 1-2
month probationary period for the position it received. This is the time for
management to recognize and consider each person's qualifications and
working capacity.
*Step 6: Decision to recruit as a full-term employee
After the end of the probationary period, if you do well, Cocoon will bring
the final result to choose the right person for the job. The last job in this
recruitment process is to sign a formal contract with the candidate. The
contract term can be from 6 months to 1 year depending on the job position.
VII. Sales Staff Training
- Salespeople play an important role in running an organization. Everyone
knows that this team is responsible for the majority of the company's revenue
and profits, so training and coaching salespeople becomes the best and most
important course of action. Salespeople at the store's points of sale are said to
be the closest contacts with target customers, consumers of the business's
products, besides salespeople on channels such as e-commerce, website or
B2B (business-to). -business). Therefore, when employees are used by
Cocoon, they will be trained through the following exercises:
- Role-playing exercises
Irimmersive exercises are a great way for professionals to practice and refine
both their communication and sales skills. . By going through different sales
scenarios, sales professionals will be able to understand the needs of
customers more easily and in choosing and advertising products.
-Customer service
Effective customer service is the key to successful sales. Sales professionals
should be trained to listen actively and be able to address customer concerns
effectively. And resolve complaints and build long-term customer
relationships
-Build a relationship
+Building relationships involves making connections and establishing trust
with customers, which can lead to positive experiences and increased sales.
Through the training you can learn how to welcome customers in the most
warm way
+Following is another great way to show interest and build long-term
relationships. And the best part? They can be done through a simple phone
call, text message or email.

-Sale and cross-sell

Some of the best tips for selling cars include upselling and cross selling. But
for effective upselling or cross-selling, your sales team must first understand
the customer's needs. First, train your team to ask questions and carefully
note the preferences and budgets of customers. This can help them identify
additional products that meet customer needs
-Negotiation
Polishing your team's negotiating skills is crucial in increasing vehicle sales
for your dealership. Negotiation training not only gives them the confidence
to present different options effectively, but also makes them more flexible
and open. Then it is possible to communicate mutually beneficial
agreements.

-Cocoon Company is aware of the importance of sales staff in achieving

business success. To ensure that its sales staff are equipped with the
necessary skills, Cocoon Group regularly organizes training sessions.
Training sessions cover many different aspects of sales, including:
1. Customer care department
To be able to explain customer problems effectively. The training should also
include methods for handling, addressing, making complaints and building
long-term customer relationships through relationship management skills.
2. Build a relationship
This can lead to positive experiences and increased sales. Through a way of
warmly welcoming customers, listening to their concerns, empathising,
finding common points and offering solutions.

*Cocoon is aware of the importance of salespeople in achieving business

success. To ensure its sales team is equipped with the necessary skills,
Cocoon regularly organizes training sessions. Training sessions cover many
different aspects of sales, including:
1. Communication skills: Train employees on how to create relationships
with customers, listen and understand their needs, and communicate
messages clearly and effectively.
2. Product knowledge: Provide detailed knowledge of the product or service
that employees are selling, including features, advantages, usage
3. Persuasive skills: Training on how to convince customers to buy a product
or service using persuasive arguments
4. Sales Process: Guide employees through the sales process, from finding
leads, making calls and meetings, to proposing and negotiating contracts.
5. Time management skills: Training how to manage time to prioritize and
complete important tasks in sales.
6. Tools and systems: Use software tools and systems to track sales progress
and manage customer information.
7. Customer Audience Differences: Train staff to identify and differentiate
different customer audiences and customize approaches and presentations
based on that audience

VIII.Motivation
Currently, Cocoon is a company that is on the verge of strong development,
so the company is in need of recruiting personnel for many positions at the
company. Coming to the company, employees will be able to show their
abilities and expertise to contribute to the company. Not only that, you also
get attractive remuneration policies for employees along with a dynamic and
professional working environment.
By becoming part of Cocoon, employees will have the opportunity to show
their strength through working with professionals. At the same time, you will
have the opportunity to participate in intensive training courses with leading
experts in a professional environment and will enjoy a salary worthy of your
own capacity and experience, fully enjoy insurance policies according to
Vietnam Labor Law.

V.Evaluation:
About Cocoon's competitors:
*Highlights of The Body Shop
- Is a famous British brand specializing in providing therapeutic products
using only natural ingredients
-And offers many different product lines from face to body
- The packaging is designed to be extremely eye-catching with clear and not
too picky natural images. But it clearly shows the image of the color of
natural ingredients on the product shell
-The company's product lines are not tested on animals
- The price is quite high because it is a long-standing product and has a
reputation for organic ingredients.

*Innisfree highlights

- Natural extracted cosmetic brand of AmorePacific cosmetics group of

Korea
-Specializes in manufacturing and supplying skin care product lines for both
men and women
-Product ingredients with natural ingredients
- The company uses extremely environmentally friendly recycled packaging
and ingredients from the beautiful Korean island of Jeju
- This restaurant is in the affordable price segment in Korea.

*Highlights of Homelab Soft Grass

- Safe natural cosmetics brand is trusted in Vietnam

-The main product lines include hair care for pregnant women and young
children and especially for sensitive skin
- The origin of raw materials is derived from working herbs such as coffee,
brown rice, green tea, tea, tea tree oil, cinnamon, .. and do not use any other
harmful chemicals
- The packaging seems to be a medicinal plant with harmonious colors with
the nuances of Vietnamese villages
- Affordable price when compared to product quality

*Standard (Standard):For employees:

Competene in the field
Serious, enthusiastic, meticulous and hardworking According to the
information of the annual report, Cocoon has entered the global game with
the determination to conquer women with vegan products, so it requires more
and strict standards.
With partners: Fair, transparent
With customers: Responsible

* Actual performance
Sales of Cocoon Vietnam products in July 2023 reached the highest level
with 29.9 billion VND and an output of 164.7 thousand. Cocoon vietnam's
market size in July 2023 reached sales of 29.9 billion and grew better than in
June 2023 at 14.5%.

*Excelled advantages that make Cocoon different:

Decide on 3 differences:
- Is a vegan product in Vietnam
- Domestic production plants can reduce transportation costs a lot,This is also
why Cocoon is more competitive than other product lines on the market
-With programs to buy 1 get 1 free in a row
*Backlog limitation:
-Pressures at work, current salaries and attractive privileges are always
inferior to rival businesses.
Besides, a lot of effort and a lot of pressure.
*Send:
- To keep their position, the management team and employees here must
always strive to develop and achieve good revenue goals and initiatives.
-This is a new product in the international market, so employees need to be
carefully trained to learn more about international customer buying behavior,
communication language and culture to enter the market successfully.
-Discipline is mandatory, every organization and company that wants to
operate effectively must have its own set of rules that everyone must follow.