(TIỂU LUẬN) MARKETING PLAN MARKETING PLAN FOR THE COCOON VIETNAM’S NEW PRODUCT

THE MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING

----------

MARKETING PLAN
MARKETING PLAN FOR THE COCOON
VIETNAM’S NEW PRODUCT
MAJOR: MARKETING MANAGEMENT

Group 8: Le Vo Bao Ngan
Tran Tu Quyen
Bui Hoang Minh Thu
Le Hoang Thuy Tien
Pham Ngoc Tinh
Lecturers: Dang Huynh Phuong

Ho Chi Minh City - 2021
TABLE OF CONTENT

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1. EXECUTIVE SUMMARY......................................................................................................1
2. SITUATION ANALYSIS..........................................................................................................1
2.1. Market Summary...............................................................................................................2
2.1.1. Market Demographics................................................................................................2
2.1.2. Market Needs..............................................................................................................2
2.1.3. Market Trends.............................................................................................................2

2.1.4. Market Growth...........................................................................................................3
2.2. SWOT Analysis..................................................................................................................3
2.2.1. Strengths......................................................................................................................3
2.2.2. Weaknesses..................................................................................................................3
2.2.3. Opportunities..............................................................................................................3
2.2.4. Threats.........................................................................................................................3
2.3. Competition........................................................................................................................4
2.4. Product Offering................................................................................................................4
2.5. Key to success.....................................................................................................................4
2.6. Critical Issues.....................................................................................................................4
3. MARKETING STRATEGY....................................................................................................5
3.1. Mission................................................................................................................................5
3.2. Market Objectives..............................................................................................................5
3.3. Financial Objectives..........................................................................................................5
3.4. Target Markets...................................................................................................................5
3.5. Positioning..........................................................................................................................6
3.6. Strategies.............................................................................................................................6
3.6.1. Product Strategy.........................................................................................................6
3.6.2. Pricing strategies.........................................................................................................7
3.6.3. Distribution Strategy..................................................................................................7
3.6.4. Promotion Strategy.....................................................................................................7
3.6.5. Customer Service........................................................................................................8
3.7. Marketing Mix...................................................................................................................8
4. FINANCIALS..........................................................................................................................10
4.1. Break-Even Analysis........................................................................................................11
4.2. Sales Forecast...................................................................................................................11
4.3. Expense Forecast (Unit : 1.000.000 VND)......................................................................11
5. CONTROLS............................................................................................................................12
5.1. Implementation................................................................................................................12
5.2. Marketing Organization..................................................................................................12

5.3. Contingency Planning......................................................................................................12
References....................................................................................................................................13
Appendix......................................................................................................................................13

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1. EXECUTIVE SUMMARY
Cocoon is a vegan cosmetics company that was founded in 2013. Cocoon is noted for
being one of the first Vietnamese firms to follow the world's most popular vegan cosmetic
trend in recent years.
Cocoon is a Vietnamese brand for Vietnamese people:



 Cocoon has won Vietnamese clients for many years by releasing goods that include
highly benign and delicate nutrients from Vietnamese nature that are ideal for the
sensitive skin of Vietnamese people.
 Cocoon pays close attention to native ingredients found in Vietnam's rich natural
environment.
Cocoon clearly affirms its position in the hearts of consumers through commitments




Cocoon buys all-natural components directly from local farmers and combines them
with imported active substances, vitamins, and backdrop systems to create 100
percent clear origin ingredients. Cocoon develops 100% vegan cosmetics by

employing elements produced from plants of clear origin rather than materials
derived from animals.



"Green commitment" is always present in their designs, with all packaging made of
environmentally friendly paper, no plastic lamination, and recyclable bottles
carrying contents. It also inspires and distributes good messages about the
environment through a variety of relevant events..

Cocoon's 30-day average income in Vietnam was VND 1.02 billion, greater than 99.73
percent of all shops on the e-commerce site Shopee. Furthermore, compared to other
companies, the number of purchases, average monthly views, and customer comments
are all 90 percent or higher.
Cocoon is doing an excellent job of disseminating human values and instilling the habit of
using vegan cosmetics in people by being available at more than 300 retail locations across
the country and covering all Vietnam beauty forums.
We will begin a project to market a new Cocoon product in the hair care area using this
study report. Hair Gummies will be the name of the new product. With the goal of
maintaining Cocoon's four commitments while also assisting Cocoon in confirming its
position in comparison to competitors and increasing brand awareness among customers. It is
especially beneficial to Cocoon's market share in the Vietnamese market.


2. SITUATION ANALYSIS
Cocoon - a new beauty for the Vietnamese cosmetics industry. The birth of Cocoon is
like a wind for the cosmetic industry where the values and beliefs of Vietnamese people
are gradually recovered. In the overall picture of Vietnamese cosmetics, Cocoon is known
as a brand that positively inspires users, when they always choose a development path
based on the sustainability of the ecosystem, respect all species and associated with

environmental protection activities.
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2.1. Market Summary
2.1.1. Market Demographics


Geographics



People live in urban and big cities



People live in dry-weather areas.



Besides, Cocoon also develops a contribution channel in rural and suburban areas
because Cocoon offers a reasonable price to suit almost everyone's budget.



Demographics







Although Cocoon uses gender segmentation that the consumer market is mainly
women, Cocoon’s products are also proper for men who want to take care of their hair
or are subjected to hair loss.
Location: The majority live in cities, urban and the rest live in rural, suburban as well
as dry-weather areas.
Occupation: Student, housewife, officer, singer, actor, model.
Age : 16 - 35 , 35-55, 55+.
Income: Medium to high income.



Behavior Factors



Prefer taking care of themselves.



 Care about appearance, especially hair.


People who frequently change their hairstyle, dye their hair.



People have weak health conditions and enter middle age.

2.1.2. Market Needs
The demand for gummies hair is increasing because people are often exposed to chemicals,
dust, or psychological problems, which makes their hair weak and easy to fall out. Besides,
gummies hair products of foreign brands on the Vietnamese market have high prices and are
not suitable for most people's budgets. Grasping the unresolved market demand:
● Product: Products are made from natural ingredients, vegan with clear origin, and
good for health. The raw materials undergo the production process to meet the CGMP
criteria of the Ministry of Health.
● Gummies hair is set at a suitable price that is cheaper than similar products on the
market.
● Customer service: Cocoon provides a website and hotline to answer questions for
customers. In addition, Cocoon is committed to protecting customer information to
help customers always have the best shopping experience.

2.1.3. Market Trends
Nowadays, along with the global heat of environmental protection, people are more and
more interested in environmentally friendly products. The majority of individual also support
Green Lifestyle, so they are always looking for vegan and non-animal testing products to
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express their lifestyle. Besides, hair dyeing and bleaching which harmful to hair are extremely
popular as well. But existing products on the market cannot meet all of the above needs.
Understanding the unresolved market needs, Cocoon has launched a line of hair gummies to
satisfy the above needs.

2.1.4. Market Growth
Vietnam skin care products market size reached $854.3 million in 2019 and is expected to
reach $1,922.4 million by 2027, achieving a CAGR of 11.7% from 2021 to 2027. The skin
care products market has an opportunity to increase revenue by $1,154.25 million between
2020 and 2027 (Kale & Deshmukh, 2020). Rising disposable income and growing young
population are the key factors driving the product market. Vietnamese skincare products grow.
In which, the most potential customer segment in the future is Generation Z, accounting for
39.08% of the total population. Overall, these factors have increased the demand for skincare
products by domestic consumer.

2.2. SWOT Analysis
2.2.1. Strengths
- Healthy vegan products, all-natural ingredients are purchased directly from local
farmers.
- Product packaging is beautiful and attractive, combined with humane and close
messages.
- Competitive price, suitable to the income of Vietnamese people.
- Clear and specific strategic goals.
- The process is closed and modern, ensuring the quality of each product.

2.2.2. Weaknesses
- New brand in the market, not yet received much trust.
- Mainly doing business in the domestic market, not really having a foothold in the
foreign market.
- Hair gummies are not yet popular in the Vietnamese market.

2.2.3. Opportunities
- The income, as well as the living standard of Vietnamese consumers, are increasing day
by day, they tend to focus on supplements.
- Young people gradually tend to use high-quality domestic goods instead of higherpriced imported goods. In addition, foreign products will not give optimal results due to
physical differences.
- As a new entrant in the functional food market, we have many opportunities to learn the
experiences that other brands have gone through to create the most complete products.

2.2.4. Threats

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- The competition is fierce and strong with many big foreign brands in the market such as
Nature's Bounty (USA), Ineldea Laboratories (France), Flintstones (Germany), Oki
Pharmaceutical (Japan),...
- A large part of consumers only prefers to use foreign goods.

2.3. Competition
Cocoon is forming its own market for vegan products. Previously, there were several
foreign brands on the market, but hair gummies were not really popular with Vietnamese
consumers. Besides, foreign products into Vietnam are imported via hand-carried, sold
through e-commerce channels, drugstores, etc., so the price is very high and the buying
process is inconvenient. Cocoon will be the pioneer brand of Vietnam to produce vegan
hair gummies. All ingredients in the product are completely natural and purchased directly

from local farmers, so it is highly competitive from quality to price.

2.4. Product Offering
Cocoon Hair Gummies currently offers 3 product flavors:
The first flavor is Strawberry Flavored Hair Gummies. Strawberries will provide you
with vitamin C that helps reduce the formation of free radicals that are harmful to hair
growth. In addition, a deficiency of vitamin C will affect hair growth, causing dry and
split ends because this is a vitamin with antioxidant effects.
The second flavor is Mango Flavored Hair Gummies. Mangoes contain a lot of vitamin
A, which works to help hair grow strong, and creates an oil layer on the scalp, keeping
hair from drying out and breaking.
The third flavor, Grapefruit Flavored Hair Gummies, synthesizes both vitamin A and C.
It helps strengthen the connective tissue in the hair follicles, prevents inflammation and
soothes the scalp, and avoiding dandruff.
We are also improving and releasing a 4th flavor which is mix-flavor, which will be mix
many flavors together in a jar of gummies.

2.5. Key to success
● Products are in line with market taste and also meet market demand.
● The packaging is always renewed beautifully and neatly. Not only that, it is combined
with humane and close messages.
● The quality and practical effectiveness of the products
● Cocoon conquers customers with beautiful stories and strict commitments to the safety
of product ingredients.

2.6. Critical Issues
● Cocoon builds its brand as a leading vegan cosmetics brand in Vietnam.
● Pursue controlled growth that dictates that payroll expenses will never exceed the
revenue base. This will help protect against recessions

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● Constantly monitor customer satisfaction, ensuring that the growth strategy will never
compromise service and satisfaction levels.
● Selecting the appropriate market segment to focus on the needs, wants, and desires of
a particular group and develop steps to attract those buyers as well as make the
marketing effort worthwhile.

3. MARKETING STRATEGY
3.1. Mission
Bringing you the always healthy, youthful, and full of life skin and hair from simple and
close ingredients that you eat every day.

3.2. Market Objectives
After discussing our goals for the hair gummies we have 4 marketing goals to achieve by
December 2022:
Firstly, increasing Product awareness: Increase 30% of impressions on social networking sites
for the target audience (Female, aged 15-30) by the end of the fourth quarter. To achieve 40%
of the brand product awareness in the first year. Secondly, Acquiring New Customers:
Establish a partnership with 2 industry-experienced Influencers early in 1st quarter and
develop discount codes for their followers.
Thirdly. Increasing market share: Gain 10% market share within 1 year since product launch.
Increase sales to existing customers, re-pursue lost customers. Diversify many different
marketing channels to reach target customers. Research penetration into the e-commerce
market.

Fourthly, Become the top-of-mind hair care product of the target audience. Expand marketing
channels, increase the frequency of appearance for target customers such as through TVC
advertising, e-commerce platforms, social networking sites. Organize marketing at the point
of sale.

3.3. Financial Objectives
Increase Company Profits: 10% Off Paid Social Ads and Boost Search Engine Efforts With
3 Weekly Blog Posts.
Increase sales: increase conversion rate by 3% by increasing website traffic with 3 Blog
Posts per week at the beginning of the fourth quarter.

3.4. Target Markets
Our main target customers for hair gummies are women between the ages of 20 and 35,
graduating students, working, financially independent people with average incomes and use
skincare products. They are in a period of paying more attention to appearance.
The second target segment are female people aged 15-18, mainly students, who are in the
development stage, dependent on their family's finances.
The third customer target is women aged 40-60+, with stable income, mainly housewives
and working people. They will have a need to want to use functional foods to protect healthy,
strong hair, accompanied by product safety, clear origin. In addition, we also want to target
the LGBTQ+ community who want to take care of their hair like their role models.
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3.5. Positioning
Hair-care gummies with the outstanding feature of being a 100% vegan product, using

ingredients that are clearly sourced from vegetables and herbs. The best position at this time
will create the impression and trust of customers. This is the ideal space for cocoon's vegan
hair gummies to penetrate the market at a mid-range price. Realized that in the Vietnamese
market, hair care products in pill form, or in candy form, have not developed strongly. Most
are imported from abroad with relatively high prices, accompanied by imported branded
products that will make consumers doubt about the product's origin. As for the products at
mid-range and low prices, almost all shampoos, serums, essential oils, not to mention some
products still use silicones that cause hair loss. This is the ideal space for cocoon's vegan hair
conditioner to penetrate the market at a mid-range price, accompanied by ingredients, clear
origin, made in Vietnam - Product of Vietnamese people, help protect your hair.

3.6. Strategies
3.6.1. Product Strategy
● Value propositions product:
Cocoon designed its hair gummies to be pectin-based, perfect for anyone looking for a
clean, tasty way to add vitamins and minerals to their diet.
● Packaging product
-

The bottle of the product is made of glass, the label design is minimalist, modern,
using images of pure Vietnamese ingredients. Users will easily feel the Vietnamese
soul through the packaging. On the top left of the packaging is the Cocoon logo.

- Color: Gold color represents luxury, creativity, and belief in a bright future of
Vietnamese cosmetics.
-

Labeling: provide complete information about ingredients, instructions for use, expiry
date as well as the place of manufacture.

● Product support services
-

Fresh customers’ service:
Staff will be allocated in Cocoon shop to help them get to know about the product and
to understand how to use the product. When purchasing over 2.000.000 VND (including
old products), customers will become Cocoon’s VIP own special right to get loyal
service.
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-

Loyal customers’ service:
Loyal customers can get a loyal card in order to collect points annually. Cocoon will
provide a free facial treatment course for a certain point with specific staffs. In addition,
Cocoon’s staffs could get their email addresses or mobile phone number to follow up on
customers’ satisfaction after using Cocoon’s vegan hair gummies. Especially, the
company will send the products as gifts on loyal customers’ birthdays.

3.6.2. Pricing strategies
● Psychological pricing
The specific psychological pricing strategy that we like to adopt is a 1-digit
pricing strategy or odd-numbered product pricing. The idea behind psychological pricing is
that customers will read the slightly lower price and treat it lower than the price actually is.
● Penetration pricing

Pricing strategy to penetrate the market is used to produce hair gummies at a cheaper price
than similar products in the market. We will choose going-rate pricing to pricing method. The
firm bases its price largely on competitors’ prices. (competitors’ price is provided in Appendix
1)
Retail price: 375.000 VND/ 60 gummy bottle
455.000 VND/ 90 gummy bottle
This strategy aids Cocoon to find new customer segments as well as identify potential
future customers. If a bigger sales volume results in reduced unit costs and a better long-run
profit, it's a win-win situation.
● Bundle Pricing
Using mixed product-bundle pricing, we combine several products and sell them at a lower
price than if the products were purchased individually. Because Cocoon also has other hair
care products and body care products, we will use this pricing strategy for mixed combos – 3
products combos, Woman’s Day combos.

3.6.3. Distribution Strategy
Cocoon uses push strategies to increase their customer recognition as well as help them
easily find out Cocoon’s products. So Cocoon’s channel strategy is to use selective
distribution. In the first year, we will sign more partners until the new product has coverage
throughout the Vietnamese market.
● Online shopping website & Cocoon Vietnam official website
First of all, some well-known cosmetics websites such as Wastons, Unilever, and Hasaki
are perfect places to send free samples to customers. It also creates a chance to develop a
phenomenon where supply is far away less than demand.
● Agency
Take advantage of Cocoon's distribution system, which is available in more than 100
locations countrywide. We also require collaboration or agreements with agencies such as
beauty shops, spas, and health centers.
● E-commerce
Expand product distribution on e-commerce platforms such as Shopee, Lazada, Tiki to

increase sales during the Covid-19 epidemic.

3.6.4. Promotion Strategy

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By integrating all messages in all media, we will reinforce the product name and the
main points of product differentiation. The agency will also coordinate public relations
efforts to build the image of Cocoon's hair gummies product and support the
differentiation message. To generate buzz, we will host contests, games on social media
on special events as well as organize environmental campaigns.

3.6.5. Customer Service
Cocoon will set up and train a team of customer consultants at the point of sale as well
as online retailers. Besides, we’ll also contact our partners to collect feedback from
customers who have purchased and used the product, thereby supporting them if they are
not satisfied with the product.

3.7. Marketing Mix
Hair Gummies from Cocoon will be launched in January. Here are summaries of the
action plan we will use in the first years to achieve our stated objectives.
December (2021): We will generate interest by delivering samples to selected product
reviewers, opinion leaders, influential beauty bloggers, and celebrities as well as work
with sellers at large retail chains to explain Cocoon Hair Gummies features, benefits, and
advantages. Then, we will conduct surveys on customers' attitudes towards products,

monitor customer feedback on product quality and product preference. Besides, we will
take part in major industry trade shows to explain to dealers and generate channel support
as well as preparing to open Cocoon's own delivery channel on its website for the product
launch in January.

-

-

January: In this month, we will start an integrated Internet campaign targeting
professionals and consumers. To increase product awareness, we cooperate with
professional KOLs, expert influencers review on social networking sites. This
multimedia campaign will be supplemented with point-of-sale signage as well as onlineonly promotion and video tours. At the same time, we will start to conduct the new
products at prominent positions in the company's flagship store, implement display
strategies at the point of sale, and distribute and sell the new product on e-commerce
platforms. We will offer discount codes, vouchers to old customers, customers who send
feedback to the company. Besides, our brand also provides discount codes on ecommerce platforms such as Shopee, Lazada. Cocoon will roll in Program for Tet
holiday: (21/01/2022 – 25/01/2022): Give away red envelopes and random gifts on every
new product on our official website as well as our partner retailers.

-

February: In this month, we will create minigames on Cocoon's communication
channels in order to attract the attention of Cocoon customers about the new product. We
will roll in the photo contest. Customers who take photos with Cocoon's Hair Gummies
with the hashtag #bongbenhmaitocViet and tag Cocoon on media channels will be able to
participate in the minigame with many attractive gifts. Beside, the first flagship store of
The Cocoon is expected to be built in the heart of Ho Chi Minh City - District 1.

-

March: In this month, bundle pricing will be implemented for combos such as 3-product
combo, Women's Day combo. Besides, we will add and maintain consumer promotions
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such as creating new trends or catching trends on creative platforms like TikTok, Youtube
through which you can promote products. For example, Cocoon will establish a dancing
contest, writing contest, or a photo contest about loving, cherishing, and taking care of
themself content on Tiktok with a hashtag belonging to Cocoon, showing how they use
Cocoon Hair Gummies in their daily routine. We are still expanding, stabilizing, and
promoting our distribution channels, both offline and online selling points with standees
and advertising on media channels. We expect that our new product will be distribute at
40 retailers in Ho Chi Minh city.
-

April: We will be launching new flavors of Hair Gummies. Focusing on product
packaging design, impressive innovation highlights the 100% safe feature of Cocoon
hair's gummies products, especially not testing on animals. We will start applying the
discount to customers at online retailers on discount festivals such as March 3, April 4,...
We will also launch the Loyalty program for members: a discount program in the form of
"accumulating points" for discounts. For every 100,000 VND, customers will earn 10
points and when reaching 100 points, customers will receive a 5% discount on the next
purchase. We still maintain promotion strategies on both online and offline sales
channels.

-

May: We will continue to conduct extensive surveys to check the awareness of Hair
Gummies products and continue the display campaigns at the point of sale, expand
distribution in large and reputable pharmacies, display where customers are easily
recognizable like in front of the counter. We will start to expand sales points in big cities
nearby Ho Chi Minh city in West and Central such as Can Tho city, Da Nang city. We
also promote sales on e-commerce platforms, social networking sites such as Facebook,
TikTok. We will collaborate with a female artist to release a music video for promotion.
We also maintain the Loyalty member program in this month.

-

June: Because the weather in summer is dry and hot, we will promote ads on social
networking sites with the message “Toc khoe chao he cung Cocoon”. Cocoon will also
carry out a trade marketing campaign in large pharmacies to target the middle-aged
audience. During that, June 5th is World Environment Day, so we plan to roll out a new
environmental campaign this month as well. We will encourage customers to return the
product packaging. When they return the packaging, they will collect stamps to get gifts.
This helps protect the environment, save costs and enhance community value for the
company. This program is expected to run through the end of 2022.

-

July: As the multimedia advertising campaign continues, discount programs will be
limited, instead, we wil gradually expand distribution channels to the North. At the same
time, we launch the mix-flavor Hair Gummies with our new selling points in the North.
We will still keep the policy of accumulating points for loyal customers and giving slight
discounts on e-commerce platforms on big discount holidays. Specifically, opening
somes flagship store in major commercial centers and signing with partners who are

famous cosmetic stores, and taking advantage of existing channels to distribute our new

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products in big cities such as Hanoi and Hai Phong. Besides, we still maintain our
promoting on other selling channels.
-

August: We will continue to expand the distribution channel in the North while
maintaining the promotion plans in the South. During this time, we will be opening some
discounts when buying new product directly at new flagship stores in some North typical
cities such as 30% off for the first 30 customers to buy and use the product Hair
Gummies. At the same time, we will impulse promotion program on media channels,
especially on E-commerce to preparing for sales program in the next month.

-

September: We promote products by covering Facebook, Instagram and Tiktok through
influencers. With messages like "Back to school", "End of summer", we want to create a
need for beauty to young people. This program will be roll in from August 26 to
September 6. Not only through online retailers, we want to spread out messages via
direct sales of point as well. We also encourage customers to buy Hair Gummies by
creating some mini-games such as sweepstakes in stores if customers could prove they
are under 22.

-

October: This month, we're going to create some filters on facebook and instagram and
let influencers promote it on their personal stories with Cocoon Hair Gummies. At the
same time, we also started a campaign and posted content about self-care. Besides, we
also re-uploaded the ingredients of Cocoon Hair Gummies to emphasize its features as
well as its benignity. We still keep our core strategies and focus on preparing for big sales
campaigns in November.

-

November: We're releasing new packaging for our Hair Gummies to match with
Christmas, as well as a limited number of packaging to celebrate the Black Friday big
sale. Besides, during the first haft November (November 1st to November 20th), customers
who purchase items for teachers will be received extra gorgeous gift boxes and thank you
notes on the occasion of Vietnamese Teachers' Day. Furthermore, November 26 (Black
Friday) will be the year's most aggressive sales day, up to 25% by combining sales on ecommerce websites between the golden hours of 0:00, 9:00, 18:00, 21:00. Stores will offer
a sale-off campaign for a short period. The Black Friday sale will last from around
November 10 to the end of November. Besides, we will try to handle all of our programs
by hiring more staff at point of sales.

-

December: To thank customers within a year of new product launch. Cocoon will launch
3 ads youtube videos with 3 different stories from 3 different generations in self-care and
soul-nourishing. These videos will find and touch the empathy of customers in all 3
segments: teenager, adult, and middle-aged women, make them find themselves in it and
stimulate their buying needs through purchase situations. Besides, we will sell our new
product with Christmas combo to celebare Christmas. While the same time, we launch
vouchers on E-commercial as well in our Customer Gratitude program.

4. FINANCIALS

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4.1. Break-Even Analysis
Break-Even Analysis
Break-Even Analysis:
Monthly Units Break-Even
Monthly Sales Break-Even
Assumptions:
Average Per-Unit Revenue
Average Per-Unit Variable Cost
Estimated Monthly Fixed Cost

1.054
437.410.000 VND

415.000VND
5.000 VND
431.875.000 VND

4.2. Sales Forecast
Sales

2022

Functional food

7,573,750,000 VND

Direct Cost of Sales
Functional food

2022
4,562,500,000 VND

4.3. Expense Forecast (Unit : 1.000.000 VND)
Table 4.3

MILESTONES
Plan

Milestones

Start date

End date

Budget

Manager

Department

Research #1

20/12/21

20/01/22

15.000.000VND

Ngan

Marketing

KOLs,
Influencers

01/01/22

30/12/22

75.000.000VND

Ngan

Marketing

Discounts on
holiday, black
friday, opening
new flagship
stores,…

01/01/22

30/12/22

80.000.000VND

Ngan

Marketings

"Accumulating
points" for
discounts

01/04/22

30/12/22

50.000.000VND

Ngan

Marketing

Minigame
(create new
trends)

15/02/22

23/02/22

10.000.000VND

Ngan

Marketing

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Research #2
(extensive
survey)

01/05/22

10/05/22

25.000.000VND

Ngan

Marketing

Environment
campaign

01/06/22

30/12/22

6.000.000VND

Ngan

Marketing

Public relations 01/01/22
(trade fair, sale
point,
banner,
standee, ...)

30/12/22

44.000.000VND

Ngan

Marketing

Customer service 01/01/22

30/12/22

45.000.000VND

Ngan

Marketing

Advertising on 01/01/22
E-commerce
flatforms

30/12/22

240.000.000VND

Ngan

Marketing

SEO

30/12/22

30.000.000VND

Agency

Marketing

01/01/22

620.000.000VND

Totals

5. CONTROLS
The purpose of Cocoon Hair Gummies‘s marketing plan is to serve as a guide for the
organization. The following areas will be monitored to gauge performance:
● Revenue: monthly and annual
● Expenses: monthly and annual
● Customer satisfaction
● New-product development

5.1. Implementation
Below is a summary of the Marketing strategy - mix quarterly 4Ps of The Cocoon
Vietnam’s Hair Gummies brand that our team has built. Full explanation of each activity is
provided in Appendix 2.

5.2. Marketing Organization
The marketing activities will be the responsibility of the Brand Manager.

5.3. Contingency Planning
● Difficulties and Risks
-

Training for management employees should be done on a regular basis.

-

Customer demand is consistently stimulated.

-

Managing frequent product and technology improvement successfully
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● Worst-Case Risks
-

Many discounts have an impact on the brand.

-

The worst case is probably many discounts have an impact on the brand. To
limit this risk from happening, we will set business goals and know the
different approaches we can use to achieve them. More importantly, we will
need to estimate the exact metrics to ensure that we can achieve our goals.

References
- Philip Kolter, Kevin Lane Keller (1967) Marketing Management, publishing as Prentice
Hall, One Lake Street, Upper Saddle River, New Jersey 07458.

Appendix
Appendix 1
Nature’s Bounty

Hairburst

Sugar Bear

520.000 VND

600.000 VND

800.000 VND

Appendix 2
1st quarter

2nd quarter

3th quarter

4th quarter

Product

- Promote Hair gummies
product line.
- Create a diversity as
well as a difference in
the line of hair care
products.

- Promote new

flavor product

- Promote new
flavor product

Price

- Offer discount to old
customers.
- Bundle pricing

- Offer discount
on E-commerce

Place

- Distribute at online
retailers and Ecommerce platform
- Display at flagship
store and retailers.
- Tiktok challenge.
- Mini game on social
media channels

- expand sale
points in West
and Central

- Offer discount to - discount on Enew customers and commerce
student under 22

- discount on Ecommerce
- expand point of
sales to the North

Promotio
n

- Loyalty program
- Sales promotion
on special events
- Release music
video

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- Loyalty program
- Sales promotion
on special events
- Impulse promote
on media channels

- Promote product.

- Loyalty program
- Sales promotion on
special events

- Impulse promote on
media channels
- Release TVC


Word count: 4465 words
STT FULL NAME

STUDENT CODE

1

Lê Võ Bảo Ngân

2021008487

2

Trâần Tú Quyên

2021008532

3

Bùi Hoàng Minh Thư

2021008560

4

Lê Hoàng Thủy Tiên

2021008565

5

Phạm Ngọc Tịnh

2021008567

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8

0