MARKETING PLAN OF

MẶT NẠ NGHỆ HƯNG YÊN CỦA COCOON

GROUP MEMBERS:
1. Nguyễn Lê Anh Thư
2. Ngô Hoàng Bảo Anh
3. Phan Hạnh Uyên
4. Nguyễn Thị Dạ Thảo
5. Đặng Quang Kỳ

A. Introduction:
1. About the company:
o Cocoon is an organic cosmetics brand from
Vietnam, affiliated with Nature Story Cosmetics
Company Limited - Vietnam. Cocoon Vietnam
was born in 2013, knowan as a leading brand in
the "green cosmetics" industry of the
Vietnamese beauty industry. Cocoon has a
variety of skin care products: masks,
moisturizers, ...to hair care: shampoo, hair
spray,...

2. About the product:

o Cocoon turmeric mask is a 100% vegan product in Vietnam
that has achieved international certificates ensuring the safety
of the product's 100% vegan ingredients. The ingredients in this
product are also completely made from pure Vietnamese
ingredients, this is probably one of the main reasons why
Cocoon is supported and trusted by many people.
o Main ingredient:
 Turmeric starch
 Oat extract
 Turmeric extract
 Vitamin B3
o Texture:
 Thick yellow clay with
tiny walnut particles

o Commitment:
 No Sulfate
 Does not contain alcohol
 No mineral oil
 No Parabens
 Not tested on animals
B. Target Market (5Cs)
1. Customer
a) Demographics:
o Age: 18-30
o Family life cycle: Young, single
o Occupation: office workers, students
o Education: College, Universities and Post-Graduate
o Income: <5,000,000-10,000,000 VND/month
o Gender: Female (account for 50,1% of Vietnam population)
b) Behavioural:
o Buy for work needs: Working people need effective and safe skin care products because they often
have to wear makeup.
o Buying to support organic products (Organic): Awareness of environmental protection has led to
changes in consumer behavior. They increasingly want to use green, clean, and environmentally friendly
products.
o Buy because of KOL (influencer) recommendation: Customers trust recommendations from KOLs
or want to use the same products as their idols.
o Buying for beauty needs: appearance is gradually becoming more important, so the need to buy
cosmetics is increasing.
o Usage behaviour Cocoon's target customers usually purchase 1-2 times/month.
c) Psychologic:
o Vietnamese women always care about their skin. In particular, they often prefer products with
natural ingredients.
o The trend of green living is gradually becoming popular, today young people prefer to use products
with clean origins that do not harm the environment.
o Personality: Approachable, friendly, open and careful, thoughtful, and sensitive.
d) Geographics:
o The target market that Hung Yen Cocoon Turmeric Mask targets is densely populated city areas
with high living standards, specifically the city. Ho Chi Minh, Hanoi, Hue, Da Nang, Can Tho, Binh
Duong, Ba Ria-Vung Tau, Dong Nai and Thai Nguyen. Because:
 The population is large and the standard of living is high, so the demand for beauty is high.
 In the city, there are many leading cosmetic distribution systems such as Guardian, Hasaki,
Watson,...
 There is modern life and the ability to access more diverse information sources than in rural areas.
 Vietnam has a hot and humid climate, which makes Vietnamese skin sensitive and dark. Cocoon's
turmeric mask product will solve this problem and bring bright white skin to customers
2. Company:

Strengths
 Stable fuel source: because all the fuel
the company uses comes from
Vietnam so it is easier to manage
 Natural and quality ingredients: The
product contains many natural
ingredients such as turmeric starch,
oat extract, Vitamin B3, and
curcuminoids, all known for their
beauty and skincare benefits. The
product does not contain sulfates,
alcohol, mineral oil, or parabens. It is
not tested on animals, which attracts
Weaknesses
 In terms of design, the product is
covered in a rather large jar and the lid
is not sturdy and quite unhyhienic
compared to tube form , so it is quite
difficult to carry it when travelling. In
addition, the product packaging is also
very simple and easily counterfeited.
 Not suitable for sensitive skin
(Contains Walnuts: Although
described as ground Walnuts to gently
massage the skin, however, some
people may not like this feeling on the
 consumers interested in products that skin, especially those with sensitive
are safe and do not harm the skin. skin.)
 Product prices are very affordable and  Scent: Although turmeric has a faint
suitable for the average and low- scent, some people may not like this
income Vietnamese people. smell.
Meanwhile, the quality of cosmetics
meets international standards.
 Diverse uses: The product not only
helps improve skin surface but also
brightens, provides moisture, prevents
oxidation, and limits melanin
production. This makes the product
suitable for many skin problems such
as dull skin, dark spots, and lack of
vitality.

3. Competitor
 Direct competitors:

Competitor

1. Kiehls

550,000đ/28ml

2. Luci - Vegan Comestic

330.000đ/50g

 Indirect competitors

Competitor
 1. Innisfree

360,000đ/100ml

2. Beplain - Vegan Comestic

320.000đ/120g

o Advantage of Kielh compared to Cocoon: Smoother texture reduces the risk of irritation
o Disadvantage of Kielh: High price => Not suitable for all social classes

4. Collaborator:
o Distributor: Shopee and Lazada,..
 Cocoon takes on the role of product manufacturing as well as finding ways to bring Cocoon
turmeric mask to consumers through other distribution channels such as retailers, websites, and e-
commerce platforms
o Retailer: With the trust and support of consumers along with the constant efforts of the brand
development team, Cocoon turmeric mask has now "covered" MORE than 300 points of sale at leading
cosmetic distribution systems across the world. nationwide:
 Watsons: 4 stores in HCM city
 Guardian: more than 100 stores nationwide
 Sammi Shop: 14 stores in Hanoi and HCM city
 Beauty Garden: 11 stores nationwide
 Hasaki: 10 stores in HCM city
 Coco Shop: 7 stores in Hanoi
 Bishop: 3 stores in Ho Chi Minh City
 Skin House: 4 stores in Hanoi
 Chanh Cosmetics Box: 4 stores in Ha Tinh
Along with that are more than 200 other points of sale nationwide
o Supplier : turmeric farm from Hung Yen
o Logistics : GIAO HÀNG TIẾT KIỆM or ghn, SPX express
o Payment collaborators: Alepay, Ví Momo, shopee pay, credit card
 o Social media marketing : tiktok and influencers : Famous Beauty Bloggers such as Beauty Blogger
Trinh Pham, Dao Ba Loc or, female rapper Suboi
5. Context:
a) Economic:
o Changes in income, such as the expansion of the middle class, spur growth in consumer spending.
o The average income of women in Vietnam in 2023 is 7.1 million VND per month, an increase of 459,000
VND (equivalent to 6.9%) compared to the same period in 2022.
o Vietnam continues to be in the group of countries that control inflation well when the CPI in September
2023 increased by 3.66% compared to September 2022.
o Vietnam's economy is forecast to grow about 5 - 5.5% in 2023, reaching an average of 5.4% in the period
2021 - 2023, 1.7 times higher than the world average (3.2%).
o Vietnam's cosmetics market currently has a revenue of about 15,000 billion VND a year.The average
amount that Vietnamese women spend on cosmetics is 436,000 VND per month.
 Shows that this is a potential market for Hung Yen Cocoon Turmeric Mask product
b) Political:
o Government support policies such as tax reduction will have the effect of pulling product prices down.
From there, it is possible to stimulate domestic shopping demand
c) Social factors :
o White and smooth skin is often considered a beautiful feature and symbolizes purity and elegance. Many
Vietnamese women focus on protecting their skin from the effects of UV rays to maintain white
skin,especially in the face which is our product can meet their needs.
o 93% of women aged 25 – 32 use skin care products regularly.
o People tend to switch to natural cosmetic products: economic development and improved quality of life,
people increasingly value taking care of themselves so and natural cosmetics will be a suitable choice.
Recent years have witnessed a significant increase in the trend of consuming natural cosmetics in Vietnam.
With natural origins, these products are known as safe beauty solutions, not only suitable for all skin types
but also less likely to cause irritation or side effects.
d) Technological factors:
o Technological development is essential in the cosmetics industry to meet market and customer needs. The
use of advanced technologies also helps the process of producing hung yen mask to save costs and improve
productivity (nanotechnology, biotechnology, stem cell technology, and many other technologies).New
technologies such as artificial intelligence (AI) and virtual reality (AR) are applied to enhance customers'
shopping experiences. Thanks to these technologies, customers can experience Hung Yen turmeric mask
products directly on their phone screen before deciding to buy the product.
e) Environmental factors :
o Vietnam has a windy climate, intense sunlight and high UV rays that are harmful to the skin , the Hung
Yen turmeric masks would be the suitable choice to improve and protect the skin.
o Vietnam is a country with developed agriculture, so products made from natural sources have diverse
sources of supply, so this is an advantage in the production of Hung Yen turmeric masks.
o Currently, Vietnam is in the process of digital transformation, this is considered a challenge as well as an
opportunity for products like Hung Yen turmeric mask to develop in marketing and online sales
C. Value Prospostion (3Vs)
1. Customer Value:
a) What value does this offering create for target customers?
o Turmeric masks are marketed towards individuals interested in skincare, particularly those looking for
products that may offer benefits such as anti-inflammatory properties, skin brightening, and addressing
various skin issues. Turmeric is known for its potential antioxidant and anti-inflammatory effects
b) Why do customers choose this offering?
o Skincare Benefits and Skincare Solutions for Specific Skin Issues:
 The combination of turmeric starch, oat extract, Vitamin B3, and curcuminoids offers multiple
skincare benefits. The product improves the skin surface, provides necessary moisture, prevents
oxidation, and limits melanin production. This addresses various skin concerns such as dullness,
dark spots, and lack of vitality.
  The mask addresses specific skincare concerns prevalent in the target market, such as the hot and
humid climate in Vietnam, which can lead to sensitive and dark skin. The turmeric-based
formula helps brighten and protect the skin from oxidative damage.
c) What makes this offering superior to the alternative options?
o Natural and Vegan Ingredients:
 The product's 100% vegan composition, made from pure Vietnamese ingredients, appeals to
customers who prioritize natural and cruelty-free products. The absence of sulfates, alcohol,
mineral oil, and parabens aligns with the growing demand for clean and safe cosmetics.
o Environmental and Ethical Considerations:
 The product's vegan and cruelty-free nature aligns with the trend of green living.
Environmentally conscious customers will appreciate the effort to create a product that doesn't
harm animals and the planet.
2. Company Value:
a. What value does this product create for company?
o Profit:The number of products sold is increasing and shows no signs of stopping. This brings high
profits to the company as well as allows the company to compete with other international firms
o Reputation :
 Providing environmentally friendly products makes the company's image more and more
accepted
 Receiving positive feedback from customers on e-commerce platforms contributes to the
sustainability.
b. Why the company invest this resources in this product?
Increase the company's competitiveness in the skin care mask market.
o Market demand: products such as masks are having a high consumption trend. That is shown through 2
platforms: shopee: the number of products sold of Hung Yen turmeric mask is 30.2K and the name
lazada is 8,150 sales.
o Competitive strategy: Hung Yen turmeric mask is a special product, creating differentiation and
creativity to help the company have a competitive advantage.
o Expand the market for using products made from nature

3. Collaborator Value:
a) For retailers:
o Customer Trust: With the trust and support of consumers, Cocoon Turmeric Mask has become a sought-
after product. Retailers benefit from this trust, as it encourages repeat business and positive word-of-
mouth, ultimately leading to increased sales.
o Diverse Product Portfolio: The inclusion of Cocoon's product in their inventory adds diversity to the
retailers' product offerings, catering to the preferences of environmentally conscious and mid-range
cosmetics customers.
b) For online platforms (e.g., Shopee and Lazada):
o Increased Traffic: Being available on popular e-commerce platforms like Shopee and Lazada boosts the
online presence of these platforms. The popularity of Cocoon Turmeric Mask contributes to increased
traffic and potential customers for these online retailers.
c) Influencers and KOLs:
o Increased Follower Engagement and Collaboration Opportunities: Influencers and KOLs recommending
Cocoon Turmeric Mask benefit from the alignment with a popular and trusted brand. Collaborating with
Cocoon opens up opportunities for influencers to be associated with a socially responsible and
environmentally conscious company. Moreover, recommendations from influencers can drive their
followers to try the product, leading to increased engagement and potential collaborations for
influencers.
 Optimal Value Propostion:

o Psychological aspect: Friendly products with the environment Therefore, giving businesses, cooperators
and users a feeling of protecting the environment
o Reputation: due to the product is friendly with environment so it builds the company an
environmentally friendly image, so cooperators and users also have honor when using and cooperating
with this product.
D. Developing Value Prosposition
1. Functional Value
a) Performance:
o Cocoon Turmeric Mask is designed to improve the skin's surface, making it smooth and addressing
issues such as dullness and lack of vitality.
o The curcuminoid-rich turmeric starch, oat extract, and Vitamin B3 contribute to the product's
performance in brightening the skin and providing the necessary moisture.
b) Reliability:
o The product's reliability is demonstrated through its adherence to international standards, ensuring the
safety and quality of the 100% vegan ingredients.
c) Compatibility:
o Cocoon Turmeric Mask is formulated to be suitable for various skin types and addresses common skin
issues, making it compatible with a broad range of users within the target demographic.
d) Ease of Use:
o The mask is presented in a thick yellow clay texture with tiny walnut particles, making it easy to apply
and use as part of a skincare routine. The ease of use contributes to the product's functional value.
e) Packaging:
o The packaging serves a functional purpose in preserving the product and preventing contamination. It
also provides essential information about the product and its benefits.
o Hung Yen Cocoon turmeric mask has a cylindrical jar design, is compact and holds firmly in the palm of
your hand. With this wide-mouth design, you can use up to the last "drop" without fear of wasting like
other types of tubes on the market. At the same time, you can also reuse the jar after using it all.
o Cocoon is one of the few Vietnamese brands that invest very carefully in packaging, using plain paper
and printing labels with many eye-catching words. The product body fully displays the brand,
information about uses, ingredients and instructions for use.
2. Monetary Value:
o Focusing on the middle segment, Cocoon's turmeric mask products also have a fairly low price. Only
145.000 VND/30ml jar, enough for consumers to use for 1-2 months.
o Promotional Offers:
 Cocoon often offers promotions on double days on e-commerce platforms like Shopee and Lazada.
An example of such a promotion is "buy 1 get 1 free."
 In the case of "buy 1 get 1 free," customers essentially receive two products for the price of one. This
promotion significantly enhances the monetary value for customers, providing a clear financial
benefit.
3. Psychological Value:
a) Natural and Clean Beauty:
o The use of 100% vegan ingredients and the emphasis on natural components like turmeric and oat
extract contribute to the psychological value. Customers who value natural and clean beauty products
may feel a sense of satisfaction and alignment with their personal values when using Cocoon Turmeric
Mask.
b) Environmental Consciousness:
o The commitment to being cruelty-free (not tested on animals) aligns with the growing awareness of
environmental protection. Customers who prioritize eco-friendly and ethical products may find
psychological value in supporting a brand that shares their values.
c) Positive Skin Affirmation:
o The product's promise to improve skin tone, bring radiance, and prevent oxidation may contribute to
positive skin affirmation. Customers may experience a boost in confidence and self-esteem from
achieving desired skincare outcomes.
d) Proud of Vietnamese products.
o Because this is a product where all cashew ingredients are from Vietnam, the product gives Vietnamese
people a sense of pride.

→ Psychological Value is the most important, because:

Skincare routines are often tied to emotions, self-image, and personal well-being. Customers who
prioritize natural and clean beauty, environmental consciousness, and positive skin affirmation may
form a stronger emotional connection with the product. This connection can lead to increased
satisfaction and loyalty. Additionally, the promise of improved skin tone and radiance can contribute to
enhanced self-esteem and confidence, making the product more meaningful in the daily lives of
customers
E. POD and POP
Postioning: Vietnamese products with natural fuel sources and reasonable prices
POD POP

Vegan products – using ingredients derived - Helps soften skin, moisturizes skin and
entirely from plants, saying NO to animal prevents oxidation.
ingredients.
- Meet safety standards

F. 4Ps
1. Product: 5 product levels
a) Core benefit:
o To improve the surface, making the skin smoother.
b) Basic product: Characteristics of Cocoon Turmeric Mask
o Turmeric starch:
 Turmeric starch from turmeric grown in Hung Yen has 3 times more curcumin than turmeric
grown in other regions.
o Oat extract:
 Famous for reducing irritation, powerful anti-inflammatory and moisturizing for sensitive skin.
o Vitamin B3 (Niacinamide):
 Has anti-aging effects, prevents negative environmental effects such as pollution and dust, helps
the skin produce natural collagen and hyaluronic acid, and provides moisture to the skin.
o Curcuminoids:
 This active ingredient has the effect of whitening the skin by inhibiting the activity of the
enzyme tyrosinase, thereby regulating the production of melanin pigment, making the skin
brighter and more evenly colored, and anti-oxidant by preventing the production of melanin.
free radicals, anti-inflammatory and anti-irritation.
o Turmeric extract:
 Aqueous extract obtained from turmeric extract has strong antioxidant effects, brightens the
skin, reduces irritation, soothes and heals skin damage.
c) Expected product:
o Free of common allergens, suitable for a variety of skin types, and provides the skin care benefits
associated with turmeric, such as anti-inflammatory and antioxidant properties.
o Additional natural ingredients such as oat extract, walnuts to reduce irritation, moisturize the skin
o Quality of products meet standards
d) Augmented product:
o Certificates:
 In September 2020 the cocoon was certified "non-animal tested and vegan" by global animal
welfare organization PETA
 In November 2020, Cocoon officially became the first Vietnamese brand approved by Cruelty-
Free International's The Leaping Bunny program - one of the most famous programs to ensure
the production process is not tested on animals, committed to not testing on animals.
 e) Potential product:
o Turn the product into a tube to easy to use.
o Improve the scent.
o Make product container friendly with environment.
2. Price:
o In the price marketing strategy, Cocoon's Hung Yen turmeric mask has positioned the average price,
suitable for all customers.
o Currently, the price of Cocoon's Hung Yen turmeric mask product is 145,000
o The current price of this Cocoon product is considered to be an average price compared to competitors'
products of the same type on the market (Kiehl's, Innisfree, BePlain). That's why Cocoon is widely
accepted by many customers, regardless of whether they are students or people with high incomes, they
can use and access Cocoon's products.
o Not only is the price good, but this Hung Yen turmeric mask product is also always focused on quality.
Therefore, it should attract all types of users.
o In addition, Cocoon's Hung Yen Turmeric Mask product also always tries to improve the product with
better features and cheaper prices compared to competitors such as Kiehl's, Innisfree, BePlain.
3. Place:
a) Indirect marketing channel:
o Currently, Cocoon's Hung Yen turmeric masks are sold on Cocoon's official stores on e-commerce
platforms such as Shopee, Lazada and Cocoon does not have any physical stores.
b) Direct marketing channel:
o Intensive distribution by a 1 - level distribution channel (Cocoon → retailer → consumer)
o Currently, Cocoon have "covered" OVER 300 points of sale at leading cosmetics distribution systems
nationwide:
 Watsons: 4 stores in the HCM city
 Guardian: more than 100 stores nationwide
 Sammi Shop: 14 stores in Hanoi and HCM city
 Beauty Garden: 11 stores nationwide
 Hasaki: 10 stores in the HCM city
 Coco Shop: 7 stores in Hanoi
 Bishop: 3 stores in Ho Chi Minh City
 Skin House: 4 stores in Hanoi
 Chanh Cosmetics Box: 4 stores in Ha Tinh
4. Promotion:
a) Incentives:
o Cocoon launched a buy 1 get 1 free program for turmeric masks in early 2024 on one day only and each customer
can only apply once (March 8, Valentine's Day, Earth Day, Black Friday... With 25% off combo or buy 1 get 1
free…)
 This promotes the don't miss mentality of customers and widely introduces turmeric mask products to customers
who have never used them to increase the number of customers as well as the number of sales of the product.
o Enjoy free nationwide delivery with orders from 99,000 VND.

o In addition, Cocoon also applies some discount codes when customers buy turmeric mask products on e-commerce
platforms such as shopee.

o Along with that is an exclusive program for loyal customers of Cocoon

b) Communication:
o Communication objectives:
 Communication focus: Make customer aware that Hung Yen mask come from nature and quality
of product
 Hung Yen turmeric mask products mainly use social networking platforms such as websites and
e-commerce platforms, so the company => Affordable method.
o Identify the target audience and crafting the communication message
 Target audience: Female from all social class who care about the skin.
  What should say from influencers: The product whitens the skin, does not cause irritation and is
made entirely of natural ingredients.
o Deciding on communication media:
 Communication options: owned media (company create web site for selling all company
products, including hung yen mark.
 Hung Yen turmeric mask are introduced on social media (Tiktok, Facebook, …), e-flatforms
(Shopee, Lazada) livestream, … this show significant impact on the awareness of the product.
o Developing creative approach:
 The product is made from turmeric, a familiar ingredient to Vietnamese people
 Product revenue will be partly deducted for social funds (Animal protection)
 Committed to safety when used (Does not cause irritation)
 Proud of Vietnamese product
 Highly appreciated by many famous people
o Measuring communication effectiveness (Based on shopee because Shopee has the highest sales)
 Assessment: 5 stars => High satisfaction
 Sales: 30.4k are selled
 Followers: 1.1 million people just on Shopee flatform
 Hung yen mark mostly mainly use external intergration
 Conclusion: The marketing strategy of the Hung Yen turmeric mask product is a cost-saving strategy,
while also targeting the needs of users who tend to use natural products to stimulate demand. With the
method of using social, influencers and e-commerce platform, the product has succeeded in conquering
customers and increasing the company's reputation.