(TIỂU LUẬN) GROUP ASSIGNMENT THE COCOON ORIGINAL VIETNAM MARKETING STRATEGY

UNIVERSITY OF FINANCE – MARKETING
FACULTY OF MARKETING

GROUP ASSIGNMENT

THE COCOON ORIGINAL VIETNAM
MARKETING STRATEGY

STUDENTS: TRẦN THỊ NGỌC ÁNH
ĐẶNG CAO MINH ĐÔNG
TĂNG THỊ KIỀU LINH
ĐÀO UYÊN THẢO
ĐỒNG BẢO TRÂM

Hochiminh City, 2021
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- 2021008410
- 2021008426
- 2021008469
- 2021008548
- 2021008570


TABLE OF CONTENT
I.

INTRODUCTION ................................................................... 4
1. Background of the company .................................................................4
A. History of Cocoon ............................................................................4
B. The meaning of brand’s name .........................................................4

C. The meaning of brand’s logo ...........................................................5
D. The Mission of Cocoon ....................................................................5
E. Principle of Cocoon .........................................................................5
2. The objective of the company...............................................................5
3. Product of Cocoon ................................................................................6

II. MARKETING ENVIRONMENT ANALYSIS .................... 8
1. Microenvironment .................................................................................8

A. The company ....................................................................................8
B. Suppliers ..........................................................................................8
C. Marketing Intermediaries ................................................................8
D. Competitor .......................................................................................9
E. Publics .............................................................................................10
F. Customer ..........................................................................................10
2. The Macroenvironment .........................................................................11
A. The Demographic Environment .......................................................11
B. The Economic Environment .............................................................11
C. The Nature Environment..................................................................11
D. The Technological Environment ......................................................12
E. The Political and Social Environment .............................................12
F. The Culture Environment ................................................................13

III. COCOON STP’S STRATERGY ANALYSIS ..................... 13
1. Segmentation.........................................................................................13

A. Geographic segmentation ................................................................13
B. Demographic segmentation .............................................................14
C. Psychographic segmentation ...........................................................14
2. Targeting ...............................................................................................15

A. Undifferentiated Marketing .............................................................15
B. Differentiated Marketing .................................................................16
C. Niche Marketing ..............................................................................17
3. Positioning ............................................................................................18

IV. MARKETING MIX (4P) STATEGIES ANALYSIS ...........19
1. Definition of marketing mix through Cocoon brand ............................19
2. Cocoon’s Product ..................................................................................19

A. Understand and meet customer needs .............................................19
B. Cocoon’s product design .................................................................20
C. Product safety that Cocoon brand brings........................................21
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3. Price of Cocoon’s products ...................................................................22

A. How are costs affected? ...................................................................22
B. How much will the customer pay?...................................................23
C. Compare prices with competitors ....................................................23
4. Set location............................................................................................24
A. Where can we buy Cocoon products? .............................................24
B. Supply chain management ...............................................................25
5. Promotion..............................................................................................26
A. The importance of advertising ........................................................26
B. Let customers understand the product in depth ..............................26
C. Advertising media are used by Cocoon ...........................................27

V. RECOMMENDATIONS ........................................................ 29
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Tiktok marketing...................................................................................29
Youtube marketing................................................................................30
Have a points system ............................................................................30
Sales promotion ....................................................................................31
Open showroom ....................................................................................32
Collab with other brands .......................................................................32
Sponsor other campaigns, projects, events ...........................................33
Improve customer care service .............................................................34

REFERENCE SOURCES .............................................................. 36

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I. INTRODUCTION
1. Background of the company:
A. History of Cocoon:

The Cocoon Original Vietnam is a natural vegan Vietnamese cosmetic brand.
Cocoon belongs to Nature Story Cosmetic Co., Ltd – Vietnam. Cocoon products are
completely natural and are committed to not testing on animals. 6 years ago, Cocoon
officially launched to users with two main products: squash extract and pomelo peel

extract, which specializes in treating acne and fading dark spots. At this time, Cocoon
began to receive a lot of acceptance from consumers. But not stopping there, after 3
years of investment in research and product improvement, Cocoon has officially
returned and successfully conquered Vietnamese consumers in a new professional
look with outstanding quality. On 9/2020, Cocoon was certified “not tested on
animals and vegan” by the global animal welfare organization PETA. In 11/2020,
Cocoon officially became the first Vietnamese brand to be approved by The Leaping
Bunny program of Cruelty-Free International – one of the most famous programs to
ensure the production process is not tested on animals, in its commitment to not
testing on animals.

B. The meaning of the brand’s name:

Cocoon is like a 'house' to incubate small worms and nurture them to turn into
lovely, beautiful butterflies one day. In this sense, The Cocoon Original Vietnam is
the home for the Vietnamese people's skin, hair, and body, making you more
beautiful, perfect, and bright on your own. It was born for a simple reason to enhance
the beauty of Vietnamese people with simple ingredients. Cosmetics, like foodstuffs,
offer people beauty as 'nutritious foods.' People tend to look for plant-based food to
protect their health. Together with this mindset, vegan cosmetics became a favorite
trend in the green lifestyle for many people. Therefore, Cocoon is continuously
researching and launching 100% vegan cosmetic products which maintain all
Vietnamese plant nutrients, safely and benignly, do not use animal ingredients, and
don’t test on animals.

C. The meaning of the brand’s logo:

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In the logo, there is an image of a young woman wearing ao dai and a conical
hat, posing both tender and confident, symbolizing the image of Vietnamese women
in the new era. At the bottom is the name of The Cocoon Original VietNam company.
From that, we can see the meaning of the logo is: Cocoon Vietnam organic
cosmetic helps Vietnamese women become more beautiful, more perfect and more
confident. Cocoon is a close friend who always accompanies Vietnamese women.

D. The Mission of Cocoon:
They were born to give Vietnamese people healthy skin, hair, and body from
simple ingredients that they eat every day. They always keep one mission in their
mind: applying the benefits of food around us combined with scientific knowledge to
create cosmetic products that are safe and effective for everyone.
The arduous journey to true beauty is not your own task, they will accompany
you on that journey. It's always been like that, forever and ever.

E. Principle of Cocoon:

100% of ingredients are of clear origin and are safe for the skin: 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, tested to pass tests for microbiology, pH, irritation, stability over time,
temperature, and humidity.
100% vegan: do not use ingredients derived from animals, but instead apply
and maximize the potential of active ingredients, plant extracts 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, not to perform tests on animals such as rabbits, mice, fertilized egg
yolks,...

2. The objective of the company:
Cocoon loves nature. They is always enthusiastic about discovering familiar
ingredients from vegetables and fruits in Vietnamese people's daily lives. These foods
are rich in vitamins, antioxidants and minerals to promote skin health.
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The formulas are formed and perfected through the process of research and
testing. They worked and met Vietnamese people's expectations: safe and efficient.
So the mission of Cocoon is to make what you put on your skin safe, effective
and animal-free.

3. Product of Cocoon:
Cocoon has 4 main categories of their products

A. Skincare:
•
•
•
•
•
•
•
•

Cleansing oil
Micellar water
Cleanser
Toner

Face polish
Serum
Cream
Mask

B. Body care:
•
•
•
•

Hand soap
Shower gel
Body polish
Body lotion

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C. Haircare:
• Hair tonic
• Hair serum

D. Lip care:
• Lip balm
• Lip scrub

*Overview of packaging:
Cocoon has been carefully invested in packaging design. The design is
straightforward, but beautiful and elegant. It’s mostly warm color, decoration and

product name often show the main ingredient in product.
Product information such as ingredients, uses, and usage are clearly printed.
Information such as logo, brand name, guarantee stamp, batch number, production
date, bar code... are publicly printed on the packaging and box, making buyers feel
secure to use the product.
*Quality assessment:
Cocoon is a top brand in the beauty care of the Vietnamese market. Cocoon is
one of the leading brands in the field of nature, specialize in providing products made
from 100% natural. All Cocoon products are made from guaranteed natural
ingredients and high quality in Vietnam. Besides certifications from Leaping Bunny,
PETA and The Vegan Society, Cocoon is also certificated by Paster Institute of Ho
Chi Minh City for organic products that meet food safety and hygiene standards, meet
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physical and chemical standards, don’t contain toxic substances and don’t cause skin
irritation.

II. MARKETING ENVIRONMENT ANALYSIS
1. Microenvironment:
The microenvironment consists of the actors close to the company that affect
its ability to serve its customers, the company, suppliers, marketing intermediaries,
customer markets, competitors, and puplics.

A. The company:
Cocoon cosmetics was created in 2013, under the Cosmetic company Nature
Story-Vietnam. The Cocoon brand is known for its cosmetics and beauty products of
100% nature and pioneers to choose new ways for Vietnamese cosmetics.
Top management is tasked with creating products with beautiful messages of
humanity and environmental protection according to the “Beauty without cruelty”

manifesto by Lady animal Rights activist.
The finance department is interested in making sound decision about the
source of capital and using the capital required to implement the plan by top
management.
Ample human resources, mostly active, responsible, creative young people,
produce good products that fit customer tastes.

B. Suppliers:
All naturals materials are bought directly from local farmers by Cocoon (rose
in Cao Bang, coffee in Daklak,…), in combination with imported drugs, vitamins,
and the platforms from countries, such as: France, Germany, Japan, …at the right
price and quality assurance.
Managers also keep track of prices for brand, accessories, packaging, and so
on. To actively search for supplies in case of a supply shortage or delay in order to
stabilize the prices and ready the supply of products to market.

C. Marketing Intermediaries:
- Resellers: Cocoon has sold over 300 points in national cosmetics distribution
systems. In addition, the company focuses on distribution channels familiar to
Vietnamese culture such as: supermarkets, markets and agencies

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- Physical distribution firms help the company stock and move goods from
their points of origin to their destination.
- Marketing services agencies are the marketing research firms, demand of
customers and companies with strategies to advertise and advise through celebrities
and social networking sites (Facebook, website,..) help the company target and
promote Cocoon’s products to the right markets.

- Financial intermediaries: Cocoon made a return and warranty policy through
Fanpage Cocoon.vn, pricing support policy.

D. Competitor:
- Price competition: The product is marketed at a wide range of prices
depending on the products:
+ With the lowest price of 35.000 vnd/product (lip balm)
+ With the highest price of 780.000 vnd for a five-course set of products
 Compared to the general level in the market, Cocoon is relatively cheap,
suitable for all subjects, especially students. The company must regularly study the

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market in order to provide effective advertising and appropriate promotional
activities to attract customers.
- Competing for brand name products:
+ In particular, vegan cosmetics, Cocoon is a strong opponent of other
vegans in the Vietnamese market.
+ But in terms of the Vietnamese cosmetic market, Cocoon has strong
competition, such as: Thorakao, Sao Thai Duong,..
 The company should concentrate on raising the value of its products and
services as natural 100% products, humanitarian to help keep competitive advantage.

E. Publics:
Financial publics affects the company’s ability to obtain funds
- Media publics: This group carries new, features and editorial opinions, help
Cocoon to consumers by the media. For example, the company launched its “ Kham
pha Vietnam” campaign starting in August 2020, which is aimed at introducing new
product lines from Cocoon throuh minigame deplo For exmple, the company

launched its “ Kham pha Vietnam” campaign starting in August 2020, which is aimed
at introducing new product lines from Cocoon through minigame deployed on
Cocoon’s Facebook fanpage.
- Government public: marketer must often consult the company’s lawyers on
issues of product safety, truth in advertising, and other matters.
- Citizen-action publics: Marketer offer consumer tastes surveys about Cocoon
product, connect to customers through product reviews, answer their question to keep
in good relationship with customers.
- Local public: The company often has holiday show discounts, minigames
giving present to winner player, while asking participants to comment and tag friends
to the post to create customer interest.
- General public: Consumer comment and review of product on beauty
website, Cocoon’s websites,.. will affect its buying.
- Internal public: The company has many entertainment activities for its
employees to indulge in creating new products. Organize training classes and have
good policies for employees( insurance policy, holiday bonuses,etc..) to work more
actively, more efficiently. Contributing to the increase in product sales and corporate
revenue.

F. Customer:
The target audience is young people between the ages of 18-30, who are beauty
lovers, want confidence to express themselves. They have income and have control
of their decisions.
Consumer markets are individuals purchased for their own purposes, such as;
treatment of acne, skin white, hair smoothing,…The company has policies to support
Pr, promote sale, exchange goods for convenience.
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- Resellers markets: dealers, retailers buy many products for profit.

- International markets consists of these buyers in other countries, who
buy products via network or purchase orders directly sent to the company.

2. The Macroenvironment:

A. The Demographic Environment:
Vietnam has a large population and young people (full 16 to 30-year-old)
account for a high 23,8% of the national population => high demand for beauty
- The shifting population: Population growth in large cities has created a
potential market for commercial activities. The company is interested in
providing a large number of products consumed in concentrated and high
income levels.
- Increasingly modern lives, cultural and cognitive levels of people with
material and spiritual needs, they desire healthy lives. For this reason, Cocoon
claimed its mission was to give customers a skin, a healthy young and full of
fresh, simple ingredients and close from nature.

B. The Economic Environment:
The expanding, growing economy creates favorable conditions for the
company in the process of continuing investment in improving products and
distribution channels. Convenient for importing foreign sources of raw materials to
Vietnam.
- Incom distribution: Increasing incomes of people in both city and rural
areas help increase the expenditure on goods.
- Changes in consumer spending: Rising incomes lead people to spend
more on outsourced, branded products and services and the rate of expenditure
on essential products will decrease
 The company has many advantages in selling products to market.

C. The Nature Environment:

- Products contain natural ingredients, such as: differs, vegetables, tea, and so
on. Was the input material needed for Cocoon’s production of various products.
Vietnam has a hot climate prone to drought and water shortage that affects the supply
of raw materials. So, company should prepare contingency plans for dealing with
them.
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- Climate change and increasing environmental pollution affect the skin and
hair of people: black, tanned,dandruff hair,..Don’t worry, Cocoon has got the product
that will solve the consumer moral problem.
- The producers pay attention to environmental protection and humanity by
building wastewater treatment system, using recyclable bottles, veggie products and
not animal testing.

D. The Technological Environment:
- Adopt modern technology but still comply with and improve the traditional
recipes, the secret to beauty, the meticulous processing stages, always clean and
disinfect contact instruments during production.
- Using the secret formula from Tue Tinh with modern manufacturing
technologies, Cocoon has produced high levels of zucchini and pomepods, which
help to treat acne, freckles and skin white
- Concern for the safety of the new product: All the pre-market cosmetic
products were studied for 6 to 12 months in terms of perception, PH, stability,..To
meet the closed and non-cross contamination factors in the production stages,
meeting the strict conditions of the Ministry of Health of Vietnam.

Products are made in closed production lines according to the cGMP standard of
the Vietnamese Ministry of Health

E. The Political and Social Environment:
• Legislation regulating business
The legal system is increasingly complete and synchronized. The State of
Vietnam has many laws covering issues such as competition, fair trade practices,
environment protection, products safety,…
• Increased emphasis on Ethics and Socially responsible actions
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Socially responsible behavior: Enlightened companies encourage the manager
to look beyond what is permitted by law, compete in a healthy way and say NO to
the suppliers or inferior products.
Cause-related marketing: Advertising and marketing activities must match the
quality and cost of products as advertised. Adjusting so as not to violate the
regulations of the law but ensuring the media function well.

F. The Culture Environment:
• The presence of cultural values: Vietnamese people traditional like learning,
work hard and love freedom. Now, they want not only to eat, clothe themselves but
also to have good food and good clothe, they love greater Beauty and Security.
=> permitting Cocoon’s products to grow and innovate in service of increasing
human needs.
• Shift in secondary cultural values
People’s views of themselves: Everyone is unique in their own way, they use
products, brands and services as a mean of self-expression. Cocoon is a great choice
for those who want safety, love nature and animals
People’s views of others: People are often influenced by the behavior of others.
When somebody reads negative reviews of Cocoon on social media, website. They
will think it’s not good, and they don’t want to buy => affect the amount of
consumption.

People’s view of nature: In the old world, people are governed by nature. But
today, man has been able to preside over nature: storm, floods,..by the weather
forecast, our ancestor’s experience. Thus, the manufacturer can improvise and change
the plans in time to ensure the turnover.
People’s view of the Universe: Religion has always been the subject of interest
and control. The Buddhists want to eat vegetarian and do good so Cocoon is an
amazing product => Marketer needs to concern more about advertising strategies,
product introductions with the right color, design.

III. COCOON’S STP STRATEGY ANALYSIS
1. Segmentation:
A. Geographic segmentation:
Cocoon is the elite of Vietnamese people which are created for Vietnamese
people. That is why they are actively on the looking for new partners and distributors
in all cities and provinces across the country in order to expand their product
distribution network as well as provide natural cosmetics to more consumers.
Distributors will benefit from preferential policies such as substantial discounts, sales
and PR marketing assistance, and convenient product exchange.
Cocoon has various sales agencies located in different areas such as Ho Chi
Minh City, Ha Noi, Da Nang, Hue, Binh Duong, Can Tho, Dong Nai, Ba Ria Vung
Tau, Thai Nguyen. Also, their products are available at over 300 cosmetic distribution
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systems. It helps people to find and purchase Cocoon products easier no matter where
they live.
Cocoon reminds people of their homeland and celebrates Vietnamese precious
materials by creating a very unique feature of Vietnam's nature through each product.
The products are created from pure Vietnamese raw materials which are searched for
directly in lands such as Thanh Hoa, Hoa Binh, Dak Lak, Tien Giang... Therefore,

customers can feel the Vietnamese soul in each product.
By understanding the skin problems that Vietnamese people are facing as well
as the tropical monsoon climate in Vietnam, Cocoon has been greatly appreciated by
the Vietnamese, especially young people. They choose Cocoon because it is really
suitable for their own sensitive skin and weather condition.

B. Demographic segmentation:
Cocoon’s target market is young females. The reason why women are potential
customers is that they care more about beauty products, typically for skin and hair.
Also, they believe that using those products would make them become more beautiful
and confident in life.
Since Cocoon is made for the young, who often face acne problems, all of its
products concentrate on how to treat acne and oily skin. The two main ingredients are
Winter melon and Centella. Winter melon help treat acne, inflammatory acne and
reduce burns. It can also be used to brighten, soften, increase resistance, provide
nutrients to nourish healthy skin every day. In addition, scientific research has found
that the active ingredients in Centella help fight inflammation, soothe redness on the
skin, aid in the recovery of damaged skin and help increase collagen for the skin.
In order for people at different social statuses, income to have the opportunity
to experience their products, Cocoon offers high quality vegan products at affordable
prices. The cheapest product is Ben Tre coconut lip balm at 32.000 VND and the
most expensive product is Rose aqua gel cream at 375.000 VND. (refer to
cocoonvietnam.com)

C. Psychographic segmentation:
While the younger generation are adaptable and willing to try new things,
older generation have a strong loyalty to the product or brand that they are familiar
with. The old tend to favor long-standing brand such as Pond’s, Hazeline, Nivea, etc.
As Cocoon is a young brand, established in 2013, they are preferred by youngsters.
Additionally, the young nowadays become more aware of the environment and

decide to choose Cocoon because of some reasons. The first reason is Cocoon’s
products not only have high-efficiency, but also be safe and friendly to skin and
environment. Moreover, they create a program called "Exchange old bottles, get new
products" in two forms online and offline. People can exchange bottles directly at
specific "Green Points" and exchange online by filling in their form and following
the exchange steps. Beside that, they made the big size products to limit the amount
of plastic used and said no to microplastics packaging.
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Online exchange process (from Cocoon fanpage)
When using Cocoon products, users not only feel and imagine the familiarity
of their homeland through the experience of scent, texture right at the first use, take
better care and protect their skin and hair, but they also help to preserve the diversity
of natural ecosystems.

2. Targeting:
A. Undifferentiated Marketing:
Cocoon creates the same message about the benefits of using vegan products
to its whole audience. In order to appeal to such a large group of people, this usually
means the message is more general. Cocoon is a B2C business, they are looking to
target eco-friendly, vegan beauty-loving, health-conscious individuals. 100% of their
products are vegan and international qualified by Leaping Bunny (the Cruelty-Free
program).
According to our group’s survey, when mentioning about Cocoon Vietnam,
most people will think of vegan cosmetic rather than its price, safety or packaging.
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What people remember the most when mentioning about Cocoon

B. Differentiated Marketing:
The typical climate of Vietnam is tropical monsoon with the average
temperature is usually over 30 degrees Celsius. The skin could be more likely to be
vulnerable and break out in pimples, especially young people who are facing puberty.
By understanding this, Cocoon use winter melon and centella, the two magical antiacne ingredients, as core ingredients in their products. They also offer body, hair and
lip care products for other purposes.
A survey about Cocoon Vietnam, done by our group in June 2021, has
achieved approximately 100 answers of people at the age of 18 to 25 who mostly live
in Ho Chi Minh City. A majority of people who participated in the survey say that
they buy Cocoon products for acne treatment and cleansing purposes (47%; 48%). In
addition, people were most impressive by Cocoon Dak Lak body polish (38%).
Looking at these features, I can see that anti-acne and cleansing are Cocoon’s biggest
strengths.

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The purpose of buying Cocoon products

The most impressive product of Cocoon
The brand also focuses on online marketing to increase online visibility and
likability. Through the Cocoon Vietnam fanpage, they post news, information about
promotions, and communicate with their audience on a daily basis. According to our
group’s survey, most people say that they know about Cocoon through social
platforms (Facebook, Instagram, Youtube,…)
Additionally, Cocoon has their own website and sells on e-commerce
platforms (Shopee, Lazada). These are essential supporting tools for promoting
speedy sales because they provide specific information about each sort of goods for
different purposes with public prices. As a result, customers will be able to simply

buy products without having to wait (check availability, reply messages, etc). This
will help the buying process become more convenient and transparent.

Most people know about Cocoon through its social platforms (70%)
Cocoon Vietnam can possibly grow their online presence and gain a better
understanding of their consumer base by prioritizing Differentiated Marketing.

C. Niche Marketing:
According to the report, around six out of ten consumers are willing to change
their purchasing patterns in order to protect the environment. Environmentally
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conscious consumers have created modest niches for environmentally friendly
products.
Cocoon is an eco-friendly brand, who often creates different campaigns about
the environment, they focus on providing contents and messages on social media that
affect people in a meaningful way. Some of the meaningful campaigns are “Make
every day Earth Day’’, exchange old bottles for new products to reduce the plastic
bottles released to the environment. Although using environmentally friendly paper
bags, no plastic lamination, and recyclable product bottles can increase the production
costs, it demonstrates Cocoon serious investment.

3. Positioning:
Cocoon Vietnam is one of the first cruelty-free Vietnamese cosmetic brand
that committed not to test on animals (Cruelty-Free). This is a significant advantage
that will help Cocoon cement its position in the hearts of consumers. Using cosmetics
that have not been tested on animals is now a popular trend all across the world as it
not only gives customers peace of mind about the product's components, but also
encourages people to live a humane lifestyle and avoid harming little, helpless

animals.
Someone once said that modern woodblock prints in Vietnam are like a bridge
connecting the past to the present while also connecting to the future. Cocoon, in
particular, cleverly incorporated the Vietnamese woodblock prints culture into the
logos of ingredients such as winter melon, coffee, sa-chi, and pomelo...

Woodblock prints in Cocoon ingredients logo (cre cocoonvietnam.com)
Vietnamese cosmetics, were unfortunately mistaken as unqualified and low
quality products (fake cosmetics or self-mixed cream) which can lead to negative
effects to the skin.
However, the Vietnamese cosmetics market saw a dramatic transformation
when Cocoon appears. At Cocoon, we can witness the image of a cosmetic company
that dares to pioneer its brand mark, and dares to have its brand mark recognized by
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important worldwide organizations. The Cruelty Free International Leaping Bunny
program, the internationally recognized gold standard for cruelty-free products, has
validated all of Cocoon cosmetics and personal care items.
Cocoon truly spread the concept of beauty inside to outside by raising
humanitarian and preserving sustainability of natural ecosystem.
The trust that Vietnamese customers place in Cocoon in particular, and
Vietnamese cosmetic companies in general, is the best proof that Vietnamese people
do not abandon Vietnamese products. They're simply waiting for new innovations
from indigenous manufacturers.

IV. MARKETING MIX (4P) STRATEGIES ANALYSIS
1. Definition of marketing mix through Cocoon brand:
The importance of marketing mix can be seen in the various stages of a
business. It is a part of every organization's strategy including Cocoon and can affect

the profitability of a particular operation.
A marketing mix is a concept that consists of various tools and techniques used
by marketers to achieve their goals.
4P in marketing is a basic marketing model that consists of four elements:
-

Product: What will Cocoon sell ?
Price: How much do Cocoon charge for the product ?
Place: Where will the customer buy the Cocoon’s product ?
Promotion: How will customers learn about the Cocoon’s product ?

2. Cocoon’s Product:
A. Understand and meet customer needs:

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To determine what to sell, Cocoon understands the needs of potential
customers for products/services, and then customizes the products that Cocoon will
sell to meet these needs. Therefore, it can be said that Cocoon understands the needs
of customers and satisfies them well. The more it meets customer expectations, the
more opportunities Cocoon has for them to return in the future and recommend their
friends to buy.
→ Understanding and meeting customer needs is the premise of Cocoon's
product development. And Cocoon did it.

(Cre: Cocoon website)
Cosmetics, like food, are "nutritious foods" that bring beauty to people. With
the progress of society, people tend to seek plant foods to protect their health. With
this mentality, vegan cosmetics have also become the favorite of many people who

pursue a green lifestyle. This is the reason why Cocoon has researched and
continuously launched 100% vegan cosmetics. These cosmetics retain all the
nutrients of Vietnamese plants, are safe and benign, do not use animal ingredients,
and refuse animal testing.

B. Cocoon’s product design:
Cocoon products are mass-produced and can be purchased by everyone.
Knowing which category your product fits is very important for determining the
price, where the product is sold, and how to promote it. As for Cocoon, their products
belong to the shopping category: what customers consider when buying and
comparing products of different brands (furniture, clothing, electronic equipment,
cosmetics,….).
Although it is a Vietnamese brand, the design and packaging are carefully
invested by Cocoon. The design is simple but beautiful and elegant. Mostly warm
colors, decorative graphics showing the product name. Product information such as
ingredients, uses, and usage are clearly printed on the product. Logo, brand name,
guarantee stamp, batch number, production date, bar code... are all printed on the
package and box.

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→ Cocoon affirms the clarity and transparency in the modulation stage.
More specifically, helping customers distinguish the real from the fake.Increase
value for Vietnamese goods in general and Cocoon brand in particular.

C. Product safety that Cocoon brand brings:

(Cre: Cocoon website)
The prestige and quality that Cocoon commits to is firstly shown through the

pure Vietnamese raw materials that Cocoon has painstakingly searched for and
distilled in lands such as Thanh Hoa, Hoa Binh, Dak Lak, Tien Giang.... Therefore,
users can easily feel and imagine the familiar appearance of Vietnamese features in
each product. Perhaps this is something that not many Vietnamese cosmetic brands
can do like Cocoon.
→ Different from the competition. Make a special mark for the Cocoon
brand.

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Cocoon is a humane cosmetic brand, absolutely committed to not testing on
animals (Cruelty Free). This is an important plus point to help Cocoon increasingly
assert its position in the hearts of consumers. This process is researched and tested
for stability and safety 6-12 months before it is released on the market called the
testing process.
Cocoon is certified by the Pasteur Institute of Ho Chi Minh City. For organic
products to meet food safety and hygiene standards, to meet physical and chemical
standards. Does not contain harmful substances, does not cause skin irritation.
→ Help users feel secure when using the product. Create trust for
customers and honesty for brands

3. Price of Cocoon’s products:
A. How are costs affected?:
The cost Cocoon brand sells will affect the number of products sold:

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- If Cocoon's price is low, customers think the product is of poor quality

or Cocoon will have less profit.
- If Cocoon's price is high, customers can buy less or buy
in smaller
quantity
- To determine product costs, Cocoon looked at:
- Product cost: is the payment for variable factor inputs such as raw
materials, labor, personnel, marketing... Variable costs depend on
the output produced.
➔ Thus, the cost in accordance with the product has been carefully
calculated by Cocoon. Each product needs to have an appropriate price.

B. How much will the customer pay?: (Cre: Cocoon website)
- The company's products are sold in the market, and there are many different
prices depending on the product. The lowest price of a single product is 35k/product
(lip balm). The company's highest price is 710K for a set of 5 products.This price, in
my opinion, is very cheap and suitable for all types of customers.
→ Anyone can use Cocoon's products, even students. In fact, Cocoon's
products are not only affordable, but the quality is also very good, so it attracts
all audiences.
- Customer feedback is the best evidence

C. Compare prices with competitors:
- Product prices of other competitors: Innisfree, Lancome, The Body Shop,
Kiehl's, Vichy,,…. Compared to them, Cocoon prices are suitable for all classes of
customers.
- Although it has not been established for a long time, Cocoon seems to have
left its "elders" in the Vietnamese cosmetics market. What Cocoon can do is not only
to bring high-quality products, exquisite designs, and convenient use, the brand also
brings profound value to users.So the product that Cocoon sells is a product that is
already on the market from previous brands.

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→ Cocoon creates an improved version of an existing product, showing
people that it is better in terms of features or has cheaper than what competitors
are offering.
- In order to create convenience for customers, Cocoon also provides a variety
of different payment methods: Cash payment, bank transfer, electronic wallet
payment, mobile payment.

4. Set location:
A. Where can we buy Cocoon products ? (Cre: Cocoon website)
Cocoon's office is located in District 3 of Ho Chi Minh City, but there are
places where Cocoon genuine products are sold in many places in Vietnam. Choosing
a good business location is very important to sales efficiency, making sales easier and
faster.
Like other brands, Cocoon offers a variety of ways to sell products: social
networks, stores, official distributors, the Internet...
It is the decisive factor for the success or failure of an enterprise.
Currently, Cocoon has 6 stores in Hanoi and 6 stores in Ho Chi Minh City.
However, customers from other provinces can easily purchase Cocoon products
through the official website. In addition, most of Cocoon's product distribution outlets
also have their own websites, which can help customers have a variety of flexible
purchasing methods.
➔ The distribution of Cocoon branches makes it easier for customers to
shop. This creates goodwill for customers and shows that Cocoon always chooses
the best for customers.
Here are some pictures of stores that are officially distributing genuine Cocoon
products, these locations bring together many factors that are beneficial to sales:

-

Suitable parking space
Densely populated area
Harmonious outdoor layout
Potential customers

➔ These locations are convenient for customers to visit and buy. Store
space is one of the factors that make customers trust you

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(Cre: website hasaki, cocoshop, beauty garden)

B. Supply chain management:
- Listen to market signals and plan accordingly
+ Update information in a timely manner, take measures to minimize risks,
reduce inventory, limit inventory shortages and respond to customer needs in
a timely manner.
+ Information sharing between manufacturers and distributors is very
important for making regulatory decisions.
+ Cocoon studies customer needs, develops services for each market
segment, and improves the order processing process from receiving a request
to picking up the goods. Cocoon's product distribution stores are also doing
well in this regard.
- Make products closer to customers
+ The manufacturers of Cocoon have been improving and innovating their
products. However, improvement must focus on customer needs.
+ In addition, pay attention to the production time to avoid customer needs

and changes in raw materials and production processes. Find and manage
consumables efficiently
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