Final Paper - Corporate Communication - The Cocoon

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES INFORMATION TECHNOLOGY
FACULTY OF FOREIGN LANGUAGES



FINAL PAPER

THE COCOON
SUBJECT:

CORPORATE
COMMUNICATION
GROUP NAME: OUR ĐẸT-TI-NI
CLASS: HA1002
LECTURER: HUYNH NGUYEN KIM PHUONG

SUBMISSION DATE: 7 JANUARY, 2023


TABLE OF CONTENTS
I.

RESEARCHING ..............................................................................................1
1.

CORPORATE IDENTITY .........................................................................1

2.

CORPORATE REPUTATION ...................................................................7

3.

GAP

BETWEEN

CORPORATE

IDENTITY

&

CORPORATE

REPUTATION ...........................................................................................................10
II.

OBJECTIVES OF COCOON .......................................................................12

III. PLANNING .....................................................................................................12
1.

IDENTIFY & PRIORITIZE TARGET STAKEHOLDER GROUPS......12

2.

IDENTIFY THEMED MESSAGES .........................................................14

3.

DEVELOP MESSAGE STYLES .............................................................15

4.

DEVELOP A MEDIA STRATEGY .........................................................17

IV. EXECUTION ..................................................................................................18
V.

TOOLS OF MEASUREMENT & EVALUATION ....................................24

VI. RISK MANAGEMENT .................................................................................25
VII. BUDGET .........................................................................................................28
REFERENCES ........................................................................................................30


MEMBER LIST

FULL NAME

STUDENT ID

Huỳnh An Thịnh

20DH711388

Phan Gia Nghi

17DH710604

Hà Tấn Phúc

20DH711617

Nguyễn Thị Thu Thảo

16DH710280

Nguyễn Thị Anh Thư

20DH714145

Đỗ Thị Kiều Trang

20DH712013

Nguyễn Thanh Tùng

20DH710223

Trần Khánh Duyên

20DH713707

Bùi Mỹ Dung

20DH714534


I.

RESEARCHING

1.

CORPORATE IDENTITY

 Corporate Introduction
- Corporate history:
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 September 2020, Cocoon was certified “not tested on
animals and vegan” by the global animal welfare organization PETA. In November
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.
- Brand 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,
1

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.
- Year of establishment:
It was established in 2013 by a Vietnamese Company - Nature Story Cosmetics.
- Product: Cocoon has 4 main categories of their products.
A. Skincare:
● Cleaning oil
● Micellar water
● Cleanser
● Toner
● Face polish
● Serum
● Cream
● Mask

2


B. Body care:
● Hand soap
● Shower gel
● Body polish
● Body lotion

C. Haircare:
● Hair tonic
● Hair serum
● Shampoo
● Hair conditioner

3


D. Lip care:
● Lip balm
● Lip scrub

 Vision:
With the desire to raise the level of Vietnamese cosmetics, and to sell products
widely around the world, in the next 5 years, Cocoon will continue to improve product
quality and become the leader in the cosmetics industry in Vietnam.
 Mission:
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.
 Core values:
Quality - Safe - Natural - Conscientious - Environmental friendliness
 Some successful campaign:
- Social Media Ads combined with Gamification
Cocoon’s marketing strategy uses extremely smart Social Media Ads when
“coordinating” with the Gamification tool.
4

Gamification is the process of applying game components. Typically: techniques,
methods, rules of the game and other factors… Since then, Cocoon applies to
communication activities to create motivation and excitement for users. Gamification
works based on the mechanism of capturing customer psychology, arousing their
‘competition’. Gamification’s purpose is to inspire or reward an action a customer takes.
Specifically, here, Cocoon’s marketing strategy is a form of Minigame.
Accordingly, Cocoon’s Discover Vietnam campaign has been implemented since
August 2020. The company uses Social Media Ads through Minigames on the main
Fanpage with easy playing rules. Aim to introduce customers to new product lines. This
activity is divided into 2 phases: Phase 1 – Cao Bang Organic Roses and Phase 2 – Dak
Lak Coffee.
When participating, players only need to comment, tag friends on Cocoon’s
Minigame post. A link to join will be sent directly via Messenger using Chatbox. The
rewards customers receive are a line of rose vegan products from Cao Bang and coffee
from Dak Lak.
With these easy games, Cocoon Discover Vietnam’s Marketing strategy has
received a lot of attention and participation from everyone. From there, increase
interaction for the company’s Fanpage. Proving that Cocoon’s Marketing Strategy has
brought a strong viral effect.

- Create a different brand image
5


Cocoon’s Discover Vietnam campaign reinforces a strong brand image. With
commitments not to use animal materials; not tested on animals; Cocoon gradually
created an important “hit” in the Vietnamese cosmetics industry.

On the other hand, the Marketing strategy of Cocoon Discover Vietnam has always
associated product images with many different local regions of the country. Thus,
increasing the pride and prestige of the product. In particular, helping to gain the trust
of Skincare enthusiasts.
Cocoon’s marketing strategy has completely captured everyone’s love when
building a ‘unique’ brand image in the current cosmetic market.
Cocoon’s unique brand image is always aimed at protecting the environment. This
is also the guideline throughout Brand.
* Success in Marketing strategy of Cocoon:
Cocoon's effective Marketing strategy has more than 7,100 participants; >3000
comments in both phases; order closing rate increased by >20%; The number of orders
increased by >300 orders compared to normal.
Cocoon’s marketing strategy develops the message to the right target customers
about using healthy organic products, free of harmful chemicals. Cocoon is a testament
to a Local Brand that uses a skillful and flexible Social Media Ads strategy.

6


2.

CORPORATE REPUTATION

 Positive
In the overall picture of the Vietnamese cosmetic market, Cocoon is known as a
brand that positively inspires users because it always chooses a development path based
on the sustainability of the ecosystem and respect for the lives of all species.

Cocoon actively implements many meaningful programs with messages of
environmental protection and green preservation for the planet such as: “Exchange old

bottles to receive new products”, campaign “plant trees from old plastic jars of Cocoon”.
on Earth Day 2020.

7


Cocoon is the first cosmetic brand in Vietnam to be approved by Cruelty Free
International’s Leaping Bunny program with a commitment to not testing or cruelty to
animals.

This brand also received a certificate of not testing on animals from PETA - an
organization that protects animal rights.

8


What makes Cocoon different from any other cosmetic brand on the market, is that
they have been very successful in creating a “very Vietnamese” Cocoon.

 Negative
Many people believe that the products are not as effective as advertised, even
making the skin worse.
The quality is not outstanding compared to other cosmetics at the same price.

9


Because of the main ingredient list from nature, many people complain that the
effect it brings is quite slow. Requires long-term maintenance to be effective.

Tệ?

3.

GAP BETWEEN CORPORATE IDENTITY & CORPORATE
REPUTATION

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 to expand their product distribution network as well as
provide natural cosmetics to more consumers.
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….so people can find and purchase Cocoon products easier no matter where they
live.
Cocoon creates the same message about the benefits of using vegan products to its
whole audience:
- Cocoon is known as a brand that positively encourages users to live a humane
lifestyle and avoid harming little, helpless animals and ecosystem.

10


- Cocoon actively implements many meaningful programs with messages of
environmental protection and green preservation for the planet.
- Cocoon is the first cosmetic brand in Vietnam to be approved by Cruelty Free
with a commitment to not testing or cruelty to animals.

However, 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. Some comments on Cocoon website also point out that the product
is not effective and make them cause irritation although Cocoon advertises their product
is good for the skin and highly effective.
 Identity Strategic Intent:
+ Solving problems about the cusstomers’misunderstanding on the product
quality.
+ Affirms the clarity and transparency in the modulation stage and helping
customers distinguish the real from the fake.
+ Help users feel secure when using the product and create trust for customers and
honesty for Cocoon.
+ Approach new customers by making commercial advertising about the product.

11


II. OBJECTIVES OF COCOON
Conquering users by the Vietnamese spirit in each product: Positioning products
in the hearts of Vietnamese people.
Raise brand awareness: achieve 40 % of the brand product awareness in 2023.
Establish brand positioning: reach SEO target ( on top 10 of search engines).
To build trust and relationship with the consumer: Increase 30 % of impressions
on social networking sites for the target customers (Female, aged 15-40).

III. PLANNING
1.

IDENTIFY

&

PRIORITIZE

TARGET

STAKEHOLDER

GROUPS
 Supplier:
Buy directly from local farm or farmer in Vietnam (coffee from Dak Lak province,
turmeric from Hung Yen province, persimmon from Cao Bang province, winter melon
and pomelo from farms).
Importing raw materials such as vitamins, active ingredients from France, Japan,
Germany, etc.
Many reputable suppliers have entered into cooperation with Cocoon such as
kewpie, Ajinomoto, Nikkol Group, etc.
12


 Customers:
Cocoon’s target customers are in the “young adults” segment because the demand
for this segment in Vietnam is very large.
Age: 18 - 30.
Occupation: students, young customers, office workers.
Income: average income of less than 5.000.000 – 10.000.000 VND/month and has
a need to buy mid-range cosmetics.
Hobbies: make up, skincare.
 Dermatologists:
Are the experienced, fully trained and accredited specialists in the skin treatment
area.
Help customer to understand their skin types specifically and understand how it

adapts to some certain circumstances and seasons.
Have a wide knowledge of the related area and have the ability to consult the
customers.
 Tiktoker / Beauty blogger:
Young, influential to today’s young people.
Experienced in makeup, beauty, skincare.
Have an interest in skin care, natural beauty.
Tiktoker: Ha Linh, Trinh Pham, Giang Oi.
 Partners:
Agents and stores sell and distribute all kinds of cosmetics: sales shops, cosmetic
shops, pharmacies, spas,…

13


 To expand the distribution network of natural products closer to everyone.
Special policy for distributors:
+ High discount
+ Support to promote sales
+ Support PR-marketing
+ Convenient exchange of goods
Partners: Long Chau, Pharmacity, Guardian,…
 Competitors:
They are big brands and have been in the market for a long time.
Trusted by many people.
Medium to high cost.
 Reach many high-income customers.
As a famous vegan cosmetic brand in Vietnam.
Brands: Herb n’ Spice (2016), Naunau (2013), Baresoul (2015).

2.

IDENTIFY THEMED MESSAGES

Some customers complain about their skins getting irritated after using Cocoon’s
products or they did not use the products on their skins. Though it may be the reason
that they do not really understand their skin, so they just blindly chose the products that
are not suitable. Also, they do not know how to take care of their skin properly. Our
campaigns will encourage and show them how to do that.
Cocoon’s cosmetics are 100% natural-based, safe products and we guaranteed that
we do not use animal ingredients. The prestige and quality that Cocoon commits to are
firstly shown through the pure Vietnamese raw materials. Cocoon always explores the
familiar ingredients in Vietnamese life from vegetables and fruits and puts them into
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nutritionally complete and perfect cosmetics. These foods are rich in vitamins,
antioxidants, and minerals, they are also environmentally friendly and do not cause
irritations to the skin, even sensitive skin. Therefore, Cocoon’s products require huge
patience and broad knowledge to get the result.
Furthermore, the design and packaging of Cocoon’s products are also carefully
invested in. The design is simple and minimalist but beautiful and elegant. Product
information such as ingredients, instructions, and expiration dates are clearly printed on
the product’s bottle. Logo, brand name, guarantee stamps, batch numbers, production
dates, bar code... are also included.
Cocoon has been well-established in the Vietnam market for 8 years and
successfully conquered Vietnamese consumers with a professional look with
outstanding quality at a stable price.

3.

DEVELOP MESSAGE STYLES

The birth of Cocoon is like a new wind for the Vietnamese cosmetics industry. Not
only is a Vietnamese brand only in terms of form and design, but the product quality is
not inferior to other brands. Although it comes from vegan cosmetics, it is a domestic
product, so it is difficult for Cocoon to compete with many international cosmetic lines.
Cocoon also built a lot of sympathy with users with "green commitments" such as:
saying no to microplastics in bath products; packaging is made of friendly paper, no
plastic lamination; Bottles of products are recyclable. Or environmental programs such
as:
 Emotional Message Style
Campaign to give new life to old bottles – “Make Everyday Earth Day” on Cocoon
Fanpage: Since April 2020, if you have a 100 thousand VND bill, you will get a set
Earthday present from Cocoon. Cocoon want to protect the life of the earth together with
their customers by no using plastic bags and buy Cocoon products which friendly to the
ecosytem.

15


The program to sow more green sprouts for
life: donate succulents, air plants; environmental
month program – “Exchange old bottles, get new
products”. Since February 2022, Cocoon started a
campaign which their customers can exchange the
old bottles of Cocoon to receive new products.

The campaign “Love from the first time” took place
in March 2022, Cocoon uses social media through

attractive Minigames on the main Facebook
Fanpage with easy playing rules, for the purpose of
introducing and reviewing products for new
customers and give gratitude gifts while clearing
the bad rumors about Cocoon to those who have
used them. Players only need to post a public post
about their first impressions when using the product
with a picture of that product. Then, comment and

16


tag your friends on the Minigame post. The reward is 1 shopping voucher along with 1
gift set of Cocoon body care products.

4.

DEVELOP A MEDIA STRATEGY

Activity

Detail

Target
Audience

Time

Channel

“Comprehend
Your Skin”
campaign

Female, aged
The campaign is
15-40
expected to help
500-600 clients to
remove all of their
previous doubts
about our
product’s quality
(Launching the
free skin scanning
event). Then,
creating a survey
to obtain
customer’s
feedback about
Cocoon’s
products.

From April
to August
2023

Cocoon’s official
page on Facebook
& Website

Removing the
misinformation

- Managing a
team to do
website research
and collecting all
the misleading
information.

Female, aged
15-40

From April
to August
2023

Cocoon’s official
page on Facebook
& Website, Online
newspaper (Tuoi
Tre online,
Zingnews,..)

Female, aged
15-40

From 3 to 12
April

Cocoon’s Facility,
Tiktok, Youtube

- Making a direct
contact with
people who make
these fake news.
A TVC (Filming
a promoted video
to support for the
campaign)

- Carry out
making a video
about the
manufacturing
process of
Cocoon’s
products.

17


- Booking
influencer, Beauty
blogger – Trinh
Pham.
- Make viral clips.
Talk-show

session

Booking
influencer such
as: Giang Oi, Vo
Ha Linh, Suboi
and PhD Doctor
Tran Ngoc Anh. Also, a Q&A
session will be
included to
stimulate the
interaction
between the
guests and the
audiences.

Female, aged
15-40

From 16
April to 20
May 2023

The live-stream
will be published
on Cocoon’s
Facebook &
Cocoon’s Tiktok’s
account

A mini-give away
game

A mini give away
will be hold
during this talkshow session.

Female, aged
15-40

From 16
April to 20
May 2023

Cocoon’s
Facebook
homepage

IV. EXECUTION
“Comprehend Your Skin” campaign
Time: From April to August 2022
Main purpose: Understanding the customers’ demands and accompanying them
on the journey of fighting against misinformation and unsatisfactory about the products.
 Stage 1: PROMOTION
Activities

Time

Content

Guest

18

Platform /
Place

Purpose


Misinformation From
Elimination

Feb

- Managing a

Cocoon’s

to team to do

Eliminate

official page false

June

web

on

information

2023

researches

Facebook &

on unofficial

and collecting

Website,

websites.

all the

Online

misleading

newspaper

information.

(Tuoi Tre

- Making a

online,

direct contact

Zingnews,..)

with people
who make
these fake
news.
- Confronting
them and
using tortuous
interference if
it’s necessary.
A TVC

From 3

The TVC’s

Beauty

Cocoon’s

To give our

(Filming a

to 12

content will

blogger

facility

customers an

promoted

Feb

include some

– Trinh Pham

video to

2023

essential

how Cocoon’s

support for the

information

products are

campaign)

about the

created. =>

manufacturing

Emphasizing

process of

the safety and

Cocoon’s

transparency

products.

in the

overview of

manufacturing
process to
gain more

19


trust from
customers.
Talk-show

From 16 Organizing a

Influencers

The live-

Providing

session

Feb to

120-minute

and

stream will

online

20

live-stream

dermatologists be

audiences an

March

with helpful

such as: Giang published

opportunity to

2022

information

Oi, Vo Ha

on

hold questions

about skincare Linh, Suboi

Cocoon’s

about

products and

and PhD

Facebook &

product’s

skin treatment

Doctor Tran

Cocoon’s

quality.

experiences.

Ngoc Anh

TikTok’s

Also, a Q&A

account

session will
be included to
stimulate the
interaction
between the

guests and the
audiences.
A mini-give

From 16 A mini give

Cocoon’s

Attract

away game

Feb to

away will be

Facebook

client’s

20

hold during

homepage

attention on

March

this talk-show

the campaign.

2022

session.

Offer the

Prizes: 3

opportunity

Cocoon’s

for customers

cosmetic sets

to try out

(costs by

Cocoon's

2,000,000

products.

VND) and a
year of freely
using the skin
scanning

20


service at
Cocoon’s
facilities.

 Stage 2: EXAMINATION

Activities

Time

Content

Guest

Platform /
Place

Purpose

Product

From

Inviting 3

Cocoon’s

Re-establish the

examination

22

ordinary guests

Facebook

customer’s trust.

March

with varying

homepage,

to 29

skin condition

Cocoon’s

March

to commit and

Instagram

2022

experience

account,

Cocoon’s

Cocoon’s

products within

official

2 months.

website.

During this
testing session,
each of these
attendees will
be carefully
checked &
thoroughly

consulted by a
group of
skincare
experts from
Cocoon. These
experts will
give them a
daily skin
treatment

21


direction and
the
professional
guidance with
Cocoon
products.
Collecting the
results and
publicizing it
on social
platforms when
the
examination
has already
finished.
Launching the

From 1

Giving

The event

Gaining trust

free skin

May to

customers a

will be held

from customers

scanning event

1 June

free skin-

at the

and helping them

2022

scanning

commercial

to understand

services and

centers such

more about

consultation.

as Van Hanh

Cocoon’s

Introducing

Mall, Giga

products.

customers

Mall, Aeon

essential items

Mall.

to improve
their skins.
Allowing
clients to test
the brand's
items to have a
hands-on
Experience
with the
products.

22