cocoon outline assignment

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I. Background

The Beauty & Personal Care market is growing and one of the fastest growing consumer markets, driven in particular by the Cosmetics and Skin Care segments.The main reason for this strong growth is the generational shift young consumers entering the market.

When beauty issues are increasingly needed, people are more careful with what they put on their skin and promote humanitarian factors, vegan cosmetics is a trend that many people choose. In Vietnam, Cocoon is known as one of the pioneering domesticbrands in this field. They launched vegan product lines extracted 100% from nature, safe, benign and committed not to test on animals.

The purpose of this marketing plan is not only to build Cocoon’s brand image in Thailand, but through that, we also want to raise awareness as well as attract the attention of everyone about these vegan beauty care products.

II. CoCoon Brand 2.1: About CoCoon

- Brand meaning

Cocoon means "cocoon", the cocoon is like a "house" to incubate and nurture asmall worm to one day turn into a beautiful and gorgeous butterfly. From that meaning, Cocoon is the "home" to take care of the skin and hair of

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- Mission

Cocoon was created to give you healthy, youthful, and vibrant skin and hair from simple and close ingredients that you eat daily. Cocoon has always kept one mission to apply the benefits of the foods around us combined with scientific understanding to create safe and effective cosmetic products for everyone.

- Commitment

100% ingredients are clearly sourced and safe for the skin. All ingredients in our products have documents proving their origin from domestic and foreign raw material suppliers. Of course, our products are formulated to be free of ingredients such as parabens, formaldehyde,phthalates, hydroquinone, triclosan, and more.

100% vegan: we do not use ingredients derived from animals commonlyfound in cosmetics such as: honey, beeswax, fleece fat, sheep placenta, snail fluid, shark liver oil, silk silkworm,

100% never tested on animals: We do not perform tests on animals suchas rabbits, mice, fertilized egg yolks, ... because of humanity and undying promises to customers and the community.

Cocoon is honored to be honored twice as Asia Inspiring Brands at APEA 2021 and 2022

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2.2: CoCoon products

III. Findings 3.1. Market analysis 3.1.1. Thailand research

Thai Lan la m t qu c gia khu v c Đong Nam A, co kho ng 70 tri u dan (nam ọ ô ơ ư a ẹ2021).

Thai Lan s n sang tr thanh trung tam lam đ p c a ASEAN v i th trẵ ơ ẹ ủ ớ ị ườ ng người dan Thai Lan thi co th th y h s n sang b ra m t kho ng khong nh cho ê â o ẵ o ọ a om ph m. Chinh vi th Thai Lan la m tđy â ê ọ ượ c d bao s đ t gia tr h n 7,3 t USD ư ẽ ạ ị ơ ỷvao nam 2022 th trị ườ ng ti m nang đ Cocoon tham nh p va phat tri n.ê ê ạ ê

3.1.2. Thailand cosmetics analysis

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Người Thai co xu hướng coi tr ng v ngoai va v đ p c a minh, đi u nay đa o e e ẹ ủ êđược ch ng minh b ng k t qu nghien c u cho th y 81% c dan noi r ng h ư ă ê a ư â ư ă os ti p t c chi tieu nhi u h n b ng s ti n h đa chi cho m ph m.ẽ ê u ê ơ ă ô ê o y â

Van hoa Thai Lan ch u nh hị a ương sau s c t cac t tă ư ư ươ ng Ph t giao - ton giaoạchinh th c đư ược cong nh n la qu c giao đ t nạ ô ơ â ướ c. Va cung chinh do ch u ị

nh h ng sau s c t Ph t giao ma ng i dan cung r t coi tr ng vi c s ng

Th trị ường m ph m Thai Lan hi n co kh nang m r ng l n h n thong qua y â ẹ a ơ ọ ớ ơc ng đ ng kinh t ASEAN, n i thuc đ y cac chinh sach thọ ô ê ơ â ươ ng m i t do ạ ưgi a cac nư ướ c thanh vien.

Nguơi ti"u d$ng cu&i c$ng c'a c)c s+n phâm m phâm khng ch- bao g0m nguơi d$ng trong nuơc m cơn cơ c+ kh)ch du l3ch nuơc ngoi .

3.1.3 Assessment of market size and estimated market growth

In 2020, the total market size of beauty and cosmetics

Thailand closed 2020 with a cosmetics market value of $6.8 billion representing almost 25% of the ASEAN countries’ total sales of $27.7 billion, according to international market research firm, Euromonitor International. This is no surprise as one of ASEAN’s largest economies. The market size of

skincare products was highest for facial skincare and was followed by body skincare items.

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Thailand has also outpaced the economic region’s cosmetics market growth rate, ranging between 7.2-7.9% CAGR between 2014-2019, one of the fastest growing areas within the Thai FMCG sector, compared to ASEAN’s 6%. Thailand’s beauty market is also expected to grow an average 2% annually over the next

two-year period. This claim can be backed by a 2020 HKTDC (Hong KongTrade Development Council) survey

3.1.4. Market trends

The survey findings reflect a shift in consumers’ priorities towards a holistic approach to health and the environment. Demand for specialist and natural skin careand cosmetics is on the rise. Brands can command higher prices if they target the premium and speciality sector, offering natural and organic skincare, make-up and hair care.

Why are people becoming ‘So vegan’ in Thailand?

because of the profound influence of Buddhism that people also attach great importance to vegetarianism. Being a vegan includes not only eating plants, but also using plant-based products, preferring plant-based cosmetics and notharming or testing on animals.

There has been an increase in vegan skin care products. Most people believe that vegan beauty products are best for the skin, it is easily absorbed by the skin. Many beauty bloggers post their vegan skin care products and the public is excited about these products.

As Thailand is moving towards an aging society, vegan cosmetic brands will beconsidered options to help nurture and maintain beauty.

Most female respondents have bought cosmetics from new brands on social

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3.2. Competitive analysis 3.2.1. Profiling competitors

- Brisuthi

Brisuthi is known for its minimalist, eye-catching packaging. This brand is loved for its organic ingredients and free of chemicals. True to its name, Brisuthi translates in Thai as "pure".

- Common Ground - Naturally Balanced Skincare

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Common Ground products focus on rejuvenating your natural beauty with plant based ingredients, allowing you to care for your hair, skin, and the environment at the same time.

3.2.2. SWOT analysis

● Strength:

- Nướ ưc a chu ng v lam đ p, ngọ ê ẹ ườ i dan chi tieu đang k ê(v i GPA: ớ7233.4/ ngườ i/ năm) cho m ph m nen đay chinh la th try â ị ườ ng ti m ênang cho Cocoon phat tri n. ê

- Gia thanh so v i cac đ i th c nh tranh cung h p li h n ớ ô ủ ạ ợ ơ (không quá cao cũng nh quá th p), ư ấ đi u nay d n đ n vi c d dang tieu th s n ê ẫ ê ẹ ễ u aph m va ti p c n đâ ê ạ ượ c đ n nhi u v i t p khach hang khac nhau h n.ê ê ớ ẹ ơ- Mang trong minh la x m nh nang niu v đ p ngư ẹ e ẹ ườ i dùng b ng cac ă

s n ph m thu n chay cùng v i kinh nghi m 7 nam lĩnh v c nay, a â ầ ớ ẹ ơ ưCOCOON t tin đư ược đon nh n Thai Lan vi van hoa c a đ t nạ ơ ủ â ướ c chùa vang cung nh th ph n tieu th s n ph m h u c n i đay d n ư ị ầ u a â ư ơơ ơ ẫđ u Asian vao nam 2018 v i 29,3% th ph n v m t gia tr .ầ ớ ị ầ ê ặ ị

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- COCOON is confident that it will be well received in Thailand due to the culture of the golden temple country as well as its market share, bringing in the destiny of cherishing the beauty of users with vegan products and 7 years of experience in this field. Organic product consumption led Asia in 2018 with a 29.3% market share in terms of value.

in the same market.● Opportunity

- N m trong cac nă ước ASEAN, s đẽ ượ c hươ ng cac u đai Cocoon v ư êthu su t cung nh vi c xu t kh u s d dang h n. Do đo, s n ph m ê â ư ẹ â â ẽ ễ ơ a âc a Cocoon s khong b đ n gia len qua cao, v n gi m c trung binh ủ ẽ ị ọ ẫ ươ ưđ d dang tieu th . ê ễ u

- Th trị ường m ph m thu n chay đy â ầ ượ c d bao s m r ng đang k ư ẽ ơ ọ êtrong nh ng nam t i. Cac cu c bi u tinh ch ng l i vi c th nghi m ư ớ ọ ê ô ạ ẹ ử ẹtren đ ng v t đang m đọ ạ ơ ường cho vi c m r ng th trẹ ơ ọ ị ườ ng m ph m y âthu n chay. ầ

- COCOON đa được bay ban 1 trong nh ng đ i lý ban l l n va co ten ơ ư ạ e ớtu i la Watson t i VN, v y nen đi u nay cung th giup COCOON khi ổ ạ ạ ê êti n vao th trê ị ườ ng Thai ph n nao d dang h n khi co th thong qua ầ ễ ơ êđ i lý ban l nay đ xu t hi n cac Đ i sieu th .ạ e ê â ẹ ơ ạ ị

- Cocoon co h p tac v i Watson, m t trong nh ng kenh phan ph i s n ợ ớ ọ ư ô aph m cham soc da hang đ u c nâ ầ a ướ c. Đay chinh la m t c h i cho m ọ ơ ọ ơr ng sa Cocoon ng th trọ ị ườ ng Thai Lan.

- According to findings, Thailand consumer co hanh vi mu n th s n ô ử aph m m i n u s n ph m đo đâ ớ ê a â ượ c review tich c c. V i s phat tri n ư ớ ư êc a social media, m i ngủ o ườ ẽ êi s bi t đ n cong d ng c a s n ph m ê u ủ a âCOCOON nhi u h n n u đê ơ ê ượ c đanh gia t t b i influencers, kocs and ô ơkols.

- Because it is in ASEAN countries, it will benefit from Cocoon incentivessuch as lower tax rates and easier exporting. As a result, Cocoon's products will not be overpriced, but rather kept at a reasonable level for

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easy consumption.

- The vegan cosmetics market is forecast to expand significantly in the coming years. Protests against animal testing are paving the way for theexpansion of the vegan cosmetics market.

● Threat:

- Co nhi u thê ương hi u đ i th c nh tranh l n noi chung va cac hang ẹ ô ủ ạ ớm ph m thu n chay n i va ngo i đ a noi rieng t i Thai Lan. Since y â ầ ọ ạ ị ạthere are also many vegan brands in Thailand, it is possible that consumers in Thailand will have higher requirements for vegetarian cosmetics from abroad.

- Thai Lan la nước xu t kh u m ph m l n trong kh i Asian v i â â y â ớ ô ớMonthly sales volume of skin care in Thailand 7.5k tons in 2021 (MPG, 2021) v y nen cung r t kho đ COCOON co th t o ra nhi u l i nhu nạ â ê ê ạ ê ợ ạt i qu c gia nay. ạ ô

- There are many major competitor brands in general and domestic and foreign vegan cosmetic brands in particular in Thailand. Since there arealso many vegan brands in Thailand, it is possible that consumers in Thailand will have higher requirements for vegetarian cosmetics from abroad.

IV. Marketing Strategies for CoCoon 4.1. Product Strategy

Cocoon has 4 main categories of their productsA. Skincare:

• Cleansing oil• Micellar water• Cleanser• Toner• Face polish• Serum• Cream• Mask

B. Body care:

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• Hand soap• Shower gel• Body polish• Body lotionC. Haircare:• Hair tonic• Hair serumD. Lip care:• Lip balm• Lip scrub

Mặt3 tẩy trang3 rửa mặt 1 da chết 3 mặt nạ 3 nước cân bằng 5 tin chất 3kem dương 1 chống nắng1 xịt khống Tóc: 5 sản phẩmBody 5 spMoi 2sp

4.2. Distribution channel strategy 4.2.1. Online

- Social media

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In order to help clients understand the brand's background, Cocoon should also concentrate on developing a social networking site with material centered around its values, such as posting articles outlining the mission, informing them of the business's activities. In addition, Cocoon can publish chat posts on various possible platforms to interact with customers by organizing events where attendees are askedto share their photographs and tales with hashtags connected to the brand's ideals, which combine local beauty with global inspiration. This participation advances the story and fortifies ties with the target audience, raising customer interest, sympathy, and brand recognition.

- E-com (Line, Shoppe, Lzd)

Reason for choosing:

According to the Thai Ministry of Digital Economy and Society: E-commerce marketplaces appear to bethe preferred shopping channel for Thai consumers. In addition, Accelerated by the pandemic, Thais of all ages and incomes are becoming more comfortable shopping online, with e-commerce channels – from social commerce to deliveryapps – the preferred sales channel.

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Figure: WARC(How the pandemic has changed the Thai consumer: What toexpect in 2022 | WARC)

Based on the data in the figure, we can see that the shopping trend of Thai people on platforms such as Shopee, LZD and Facebook is very high. So we can distribute products on those e-commerce platforms.

- Landing page

A key component of Cocoon's online marketing plan to sell products in Thailand is their landing page. Through digital advertising, customers will be directed to landing page that promote a particular good, service or offer and encourage them to act. This

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is our chance to increase conversions and expand our clientele.

Cocoon developed a landing page and successfully launched products in Vietnam. Therefore, we must develop a comparable landing page in Thai in order to effectively introduce Cocoon's products and offer promotions to Thai people.

Figure xx: Cocoon landing page (Source: Cocoon Vietnam)

4.2.2. Offline

Retail store Siam-shopping mall

Watson(nh m đ n s bao ph va ti n l i)ăêưủẹ ợ

Lí do chọn

-co c a hang đ u tien vao nam 1996, thử ầ ương hi u lau đ i co dẹ ờ ượ c ni m tin v ng ê ưm nh c a ngạ ủ ườ i tieu dùng.

V i s lớ ô ượ ng store co m t t i Thai Lan tren 500 store s giup s n ph m c a cocoon ặ ạ ẽ a â ủti p c n đê ạ ượ ô ược s l ng l n khach hang va tang đ ph thớ ọ ủ ươ ng hi u cho brand, va ẹnh m đ n s ti n l i cho khach hang khi mua s m- đau cung co, đi đau cung th y. ă ê ư ẹ ợ ă ơ â(v i l n đ u tien ra m t, brand s t p trung ch y u th trớ ầ ầ ă ẽ ạ ủ ê ơ ị ườ ng bangkok, n u êthu n l i s nhan r ng ra cac c a hang khac m t cach d dang do m ng lạ ợ ẽ ọ ử ọ ễ ạ ướ ủi c a watson la vo cùng l n) ớ

- Cocoon has a partnership with Watson, one of the leading skin care product distribution channels in the country. This is an opportunity for Cocoon to expand into the Thai market

COCOON đa được bay ban 1 trong nh ng đ i lý ban l l n va co ten tu i la Watsonơ ư ạ e ớ ổt i VN, v y nen đi u nay cung th giup COCOON khi ti n vao th trạ ạ ê ê ê ị ườ ng Thai ph n ầnao d dang h n.ễ ơ

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-Having the first store in 1996, the long-standing brand has a solid trust of users. With more than 500 stores in Thailand, cocoon's products will reach a large number of customers and increase brand coverage for the brand, and aim to be convenient for customers when buying. You can shop anywhere, you can see it everywhere. (With the first launch, the brand will focus mainly on the bangkok market, if it is convenient, it will easily expand to other stores, making watson's network extremely large)

COCOON has been sold at one of the big and well-known retailers called Watson in Vietnam, so this can also help COCOON when entering the Thai market somewhat easier.

Eveandboy(nh m đ n xay d ng hinh nh, cac khach hang co ni m ăêưaêđam me va ki n th c v cosmetic)êư ê

La retail store được người tieu dùng lui t i nhi u nh t th trớ ê â ơ ị ườ ng Thailand (18 store) thu hut c nga ươ i tieu dùng đ a phị ươ ng va du khach. H u nh cac tin đ đam ầ ư ôme m ph m khi đ n bangkok Thailand đ u ph i ghé qua.y â ê ê a

Thi t k đ p, sang tr ng va đa ph n n m cac v tri t t ph n l n n m bangkok ê ê ẹ o ầ ă ơ ị ô ầ ớ ă ơva cac n i thu hut khach du l ch-changmai,pataya,.. ơ ị

Phan khuc s n ph m r t r ng bao g m c cac b n h c sinh đ n nh ng nga â â ọ ô a ạ o ê ư ườ i đi lamva co thu nh p n đ nh, ai ai cung co th ti p c n. ạ ổ ị ê ê ạ

Eveandboy (aimed at building image, customers with passion and knowledge about cosmetics)

The retail store most frequented by consumers in Thailand (18 stores) attracts both local consumers and tourists. Almost every cosmetic fanatic when coming to bangkokThailand must visit.

Nice design, luxury and mostly located in good locations mostly located in bangkok and tourist attractions-changmai,pataya,..

The product segment is very wide, from students to people who work and have a stable income, accessible to everyone.

4.3. Pricing Strategy

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