Summary marketingplan

Summary
Part A - Introduction of company
Cocoon is an organic cosmetics brand that specializes in vegan and natural skincare products. It was
established in 2013 in Vietnam and has become a leading brand in the Vietnamese "green beauty"
industry. The company offers a variety of skincare and hair care products, including masks, moisturizers,
shampoos, and hair serums. Cocoon's mission is to provide high-quality skincare products that are free
from harmful chemicals and animal-derived ingredients. The company is committed to sourcing
ingredients from local farmers and suppliers and minimizing waste to reduce their carbon footprint.
Cocoon has been recognized for its commitment to sustainability and was awarded the Green Brand
Award in 2020. Before being released to the market, all products undergo 1-2 years of research and pass
tests for microbiology, pH, irritation, temperature, and humidity.
Part C – Financial and marketing objectives
The financial objectives for Cocoon include increasing company profits by 10% . The marketing objectives
for Cocoon's Turmaric Collagen product include increasing product awareness by achieving a 30%
increase in impressions on social networking sites for the target audience (male and female, age 20+) by
the end of the fourth quarter, and a 40% brand product awareness within the first year. The company
also plans to acquire new customers by establishing partnerships with 2 industry-experienced influencers
early in Q1 and developing discount codes for their followers. Additionally, Cocoon aims to increase
market share by 10% within 1 year of product launch, diversify marketing channels to reach target
customers, and research penetration into the e-commerce market. The company also aims to become a
functional food that is the top concern of target customers by expanding marketing channels, increasing
frequency of appearance on TV, e-commerce platforms, and social networking sites, and organizing
marketing at the point of sale.
Part D– Marketing strategy (for new product)
In Part D, the marketing strategy for Cocoon's Turmaric Collagen product is discussed. The target
customers are males and females over 20 years old with stable incomes over 10 million VND per month
who are interested in beauty products for skin and hair. Cocoon focuses on providing collagen to combat
aging problems, using fresh turmeric and soybean extract in their products. The company offers highquality vegan products at affordable prices to cater to people of different social statuses and incomes.
Psychographic segmentation reveals that younger generations are more adaptable to new brands and
products, while older generations are loyal to familiar brands, often from foreign markets. Cocoon is
popular with younger people who are environmentally conscious and value the company's safe and ecofriendly products. Cocoon is actively looking for partners and distributors in all cities and provinces in

Vietnam to expand their product distribution network.
Cocoon Vietnam uses differentiated and niche marketing strategies to promote its eco-friendly and
cruelty-free cosmetics. They focus on online marketing through social media platforms and e-commerce
websites to increase their visibility and sales. The brand's positioning is based on its commitment to not
test on animals and incorporating Vietnamese woodblock prints into its product logos. Cocoon targets
the middle segment of the market with affordable prices and aims to appeal to young Vietnamese
customers by addressing common skin problems in the local climate.