IV.

Describe the value of products/ services

that the business provides to customers
Cocoon Manufacturing Base Company specializes in providing beauty products extracted
100% from nature, free of animal derivatives , has been The test attests are effective and
safe for users. Currently, Cocoon offers a variety of cosmetics that can be divided into
several groups such as:

● Lip care: Exfoliation , lip balm,...

● Skin care: exfoliation, toner, cleanser, mask, makeup remover, mineral spray ,
sunscreen ,...
● Hair care: shampoo, conditioner, hair conditioner , hair cream,...
● Body care: exfoliator, hand spray, hand soap , shower gel,...
● Along with the goal of bringing safe natural beauty, Cocoon also aims at the mission of
spreading positive values, saying no to reverse actions treat animals and raise the spirit of
protecting the natural environment. From choosing to develop the brand based on the
sustainability of the ecosystem, Cocoon has launched a series of strategies such as "Discover
Vietnam" , "Exchange old bottles for new ones", "Join hands to end elephant riding as well as
Animals Asia",...
 III. Target market description

● Target market concept: is a group of consumers to whom the business directs

marketing efforts and sources goods.
● The target market that Cocoon targets is the segment of “young adults”, aged 18-25, love
nature and freshness, like things pure nature, as few chemical as possible, choose to
consume benign natural products.
 The portrait of Cocoon’s target customers

Geographical Age
Gender Income
location

Female Top 4 big cities 18-30 Average income

Ho Chi Minh city, Mars is the red Group A class
Ha Noi, Da Nang, planet and also a 15-150 million
Hai Phong very cold place VND and group
B class 7.5-15
million VND
 The portrait of Cocoon’s target customers

Family life Life behavior Psychology

Atitude
cycle

Single children People People People

Love nature and Protect the
Approachable,
freshness, prefer environment and
open and
pure natural choose to
careful,
things, as few consume products
thoughtful and
chemicals as benign natural
sensitive
possible products
 V. Marketing and marketing mix

● Marketing concept: is a management process with the responsibility of forecasting,

identifying customer needs, businesses will make policies Marketing to meet customer
requirements.
 Marketing and marketing mix

● Use social network marketing

The “Discover Vietnam” campain

=> Strong viral effect

 Marketing and marketing mix

● Increase brand awareness with Influencer Marketing

Cooperating with many famous Beauty Bloggers, prominent among them are Khoai Lang
Thang, Dao Ba Loc, Trinh Pham, female rapper Suboi,…
 Marketing and marketing mix

● Brand service from Vietnamese users – Made in Vietnam

The ingredients in the product are completely

pure Vietnamese such as squash, centella
asiatica, Dak Lawsk coffee , Ben Tre coconut
oil,...
 Marketing and marketing mix

● Product strategy that benefits public health

Cocoon is proud to be the first Vietnamese

cosmetic brand to be cleared through the Leaping
Bunny program with a commitment not to experiment
and treat animals cruelly thing. Cocoon also
received certification from the animal welfare
organization PETA for not testing on animals.
 Marketing and marketing mix

● Building an environmentally friendly brand image

All Cocoon products use packaging that is both

beautiful and environmentally friendly. The brand
also makes green commitments such as:
○ Paper-friendly packaging
○ Cocoon says no to microplastics
○ The bottles and jars are recyclable
○ Do not use plastic coatings for packaging,
bottles and jars for products
 Marketing and marketing mix

● Marketing mix: is a marketing method that combines certain elements effectively so

that the business achieves the purpose of himself in business. Those factors include
the 4P: Price – Product – Promotion – Place. Or 7P: 4P + People + Process + Physical
Evidence.
 Marketing and marketing mix

● Mixed marketing strategy about products

● Product diferentiation:
○ Vegan and does not try on animals
○ "100% made in Vietnam” cosmetic brand, even the raw materials are completely
from Vietnamese nature
○ The quality and the form, the product design of Cocoon is also very well-groomed
and not inferior to other brands foreign brands
 Marketing and marketing mix

● Mixed marketing strategy on price

Cocoon’s products are priced at an average

price, in the range of 160.000-260.000 VND, at
this price its products easily reach many classes
of customers
 Marketing and marketing mix

● Mixed marketing strategy of distribution chanels

Currently, Cocoon is present at more than 300

cosmetic points nationwide such as Watsons,
Sammi Shop, Coco Lux, Hasaki,...
In addition, Cocoon also deploys online sales
activities on its two official websites,
cocoonvietnam.com and myphamthuanchay.com,
and merchant floors other e-commerce such as
Lazada, Shopee,...
 Marketing and marketing mix

● Mixed marketing strategy on mixed promotion

● "Change the old bottle receive new products", "Cocoon's old plastic jar planting
campaign, "Discover Vietnam", the campaign "Queen" in cooperation with female
rapper Suboi