communication plan of cocoon products

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<i>Cocoon also creates sympathy for users with "green commitments" that say no tograin quality and has been certificated “Animal test-free & Vegan” by the PETA</i>

With the strength of Cocoon during the past six years, we can say that Cocoon'spresence in cosmetic stores today, alongside international brands, is the positioning forthe beautiful wealth of natural angels. However, as well as the quality of Vietnamesecosmetics, it is not inferior to other countries in the world.

<b>II. TARGETED COMMUNICATION</b>

Why define communication goals: to promote the brand for new products. At thesame time, strengthen customers' confidence in the product. With the desire that the

<i>company's ”green - clean – beautiful” natural products can satisfy customers.</i>

Brand cosmetic cocoon is built the kernel know to the customer about the product, in the brand as well as the radius of row

<b>built-1. Target Building Awareness Branda. Product logos</b>

Cocoon's logo is simple, rustic, but extremely delicate and familiar to daily life.When they want to buy cosmetics, people will immediately think of the brand cocoon.

<b>b. Product features</b>

Cocoon cosmetic lines are extracted from natural ingredients Especially, 100% ofCocoon products are committed to not containing Parabens that can irritate the skin,

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making the skin more susceptible to injury, easily leading to skin cancer or other diseasessuch as breast cancer in women, reproductive failure in men.

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<b>2. Target Construction Branda. Brandname</b>

<i>“The COCOON ORIGINAL VIETNAM” - natural cosmetics brand of Vietnam. The</i>

brand wants to convey, the initial success in building easily identifiable with users. Inaddition, the English name aims to bring out the Vietnamese brand to upgrade theVietnamese brand in the world market.

<b>c. Target sales</b>

Using social networks for marketing, online banners to reduce costs and increaseinteraction with customers. Since then, products consumed in the market have beenimproved and supported. As a result, sales revenue increased significantly.

<b>III. TARGET AUDIENCE OF COCOON</b>

Simply put, your target audience is the group of people for whom you are creatingyour products and services. Other terms used to describe this group are "target market"and "target customer".

Recently, Cocoon cosmetics is a call this is making waves on splendor boards andblogs, making ladies not able to disregard it. Cocoon cosmetics focus particularly headingin the right audiences such as:

 Age: The addiction of the use of cosmetics through age, however Cocoonobjectives over 12 years old. Skincare merchandise is used more frequently. 60%of human beings in this age institution use pores and skincare cosmetics daily. Gender: particularly female, a small part of the goal is male (for zits, facial

cleanser, etc.).

 Region: goal in provinces, towns, or neighboring regions assessed clients ondemand.

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 Hobbies: splendor, inquisitive about splendor merchandise, ladies, style evaluationat the segment.

 Behavior: frequently online throughout lunch breaks, the conduct of looking andthoroughly consulting product information. People who care approximately theenvironment.

 Skin condition: appropriate for all pores and skin types, zits pores and skin, oilypores and skin, oily pores and skin, without problems irritation, inflammation, andskin pellets, inflammations, infections, etc.

 The psychology of the use of Vietnamese goods, merchandise from nature,extracted 100% from nature.

 Low-quit purchasers: Cocoon set goals for middle-profit purchasers. At theidentical time, the rate of the product supplied is appropriate for the wallet ofstudents, workplace workers, nursing mothers, and lots of different purchasers insociety.

Cocoon's product strains are examined for safety, do now no longer reason pores andskin irritation. Therefore, they may be desired by "women" due to effective, benign, andsecure herbal substances for the pores and skin.

<b>IV. MESSAGE MEDIA</b>

What is the media message?

That is the entire core content, the most important focus that a brand has to itscustomers, a way to direct customers to pay attention to the mission of the business.Media messages are created to influence a certain emotion, perception, behavior of therecipient, with the ultimate aim of contributing to building businesses.

Currently, many businesses have participated in the Vietnamese natural cosmeticsmarket. That leads to large challenges for Cocoon. Therefore, Cocoon needs to create anunforgettable impression on customers. Creating a distinctive message is one of the mosteffective ways to position the brand of Cocoon.

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Founder Tata Harper - a famous vegan cosmetic brand in the world - once shared:

<i>"Cosmetics are like food, sharing many ingredients. Something good for digestion isgood enough to use on the skin”. This proves that safe ingredients are the key to creating</i>

quality cosmetics.

Cocoon prioritizes using Vietnamese ingredients: Dak-Lak coffee, Ben Tre coconut oil,Cao Bang rose... to put in beauty recipes that make Cocoon so different on the market.For any product, customers can easily imagine the image of the homeland through thefirst use.

Cocoon wants to contribute to building and developing the Vietnamese brand. Thatalso create value in each product. Moreover, Cocoon are guaranteed to only useingredients extracted from plants and minerals that contain abundant minerals andvitamins. When using natural cosmetics, they will provide nourishing nutrients andincrease resistance for healthy skin day by day.

That message positioned the Cocoon brand in the Vietnamese vegan cosmetics market

<i>- a safe and quality cosmetic brand and bringing "the taste of the homeland" to spread to</i>

customers. That's why we chose this message.

<b>V. MEDIA1. Social media</b>

Currently, social networks (social media) are growing strongly. Along with thedevelopment of the Internet and smart devices, people realize that connecting people withpeople regardless of geographical distance or time has become more necessary than ever.

<b>“CocoonHồn quê nơi phố thịThiên đường của vẻ đẹp tự nhiên”</b>

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Social networks with a huge number of users including Facebook, Youtube,Instagram, Twitter,... Social media becomes more common with Millennials with 90.4%of social network users (Emarketer, while only 77.5% of Generation X and 48.2% ofBaby Boomers are active on these platforms). According to GlobalWebIndex, in 2019, upto 54% of users use it to search for products. So if we choose social networks formarketing, it is the most optimal and effective option for Cocoon cosmetics. Moreover,the development of online brand channels helps to reduce costs, increase interaction withcustomers and build brand trust.

Here are 6 steps to social media marketing:

The first step is<b> to establish a goal it hopes to achieve</b> - we can use the SMARTprinciple to set the goal. Specifically, each goal should be specific, measurable,

<i>achievable, realistic, and time-bound. For example: “On Instagram, we will shareimages to convey the company culture. The plan is to post 3 photos per week. The goalfor each photo is 30 likes and 5 comments.</i>

The second is<b> to reassess existing social media accounts.</b> Before building amarketing plan on social networks, the company should objectively check and evaluateits current position on social networks, especially knowing whether customers arealready connected to the product, which channels the main target market isparticipating in, and the product's social media presence relative to competitors. Theevaluation should also include a mission statement. It is best to encapsulate in onesentence and each social network will have a statement, avoiding sharing for allnetworks.

<b>The third is to create or upgrade existing social network accounts. You must</b>

choose the right social network for your product, with Cocoon cosmetics, Facebookcan be a good choice. Each channel will have a different set of customers and need tobe cared for in different ways. Also, optimize images and text for SEO. Profiles alsoneed to be studied carefully.

<b>The fourth is to find out what content is being shared on social media bycompanies in other industries, competitors, and customers. If you're not sure what</b>

type of content and information will drive engagement the most, find out whatcompetitors and customers in other industries are sharing to see what your businesscan differentiate content and how to attract customers.

<b>The fifth is the content planning and content publishing schedule. The Social</b>

Marketing plan should include the Content Marketing plan, content creation, content

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curation, and publishing schedule. Each social network has a different golden hourframe, which needs to be considered when posting.

The sixth is<b> to check, evaluate and adjust the Social Media Marketing plan</b>.Track the number of link clicks received on each platform by shortening URLs andUTM codes. Use Hootsuite's social media analytics to track the success and reach ofyour media campaigns. Track the number of page visits increased by social networksusing Google Analytics.

Finally, it is important for businesses to understand that their social mediamarketing plan is constantly changing. New channels emerge, old goals achieved willbring new higher goals and at the same time, will also come with many newchallenges, especially as the business expands.

<b>2. Display Advertising</b>

Display Advertising can be understood as a type of advertising in which advertisersconvey their message to a target audience through displayed billboards. DisplayAdvertising can appear as a banner on the Website, billboards in supermarkets, ...

Specifically, we design banner ads to promote communication for COCOON.

These banner ads will be placed on websites or apps withhigh traffic, when customers click on the banner ads, it willtake visitors from the hosting website to COCOON'Swebsite. We will choose advertising networks to distributeCOCOON banners or search for companies that have manylarge websites. For example, VCCorp's Admicro with asystem of channels Dan Tri, Channel 14, Cafef, Cafebiz,VnEconomy, Afamily... to buy advertising positions onthose websites.

<b>a. Purpose</b>

The purpose of using online banners is to convey the message, meaning, and contentof COCOON'S products and services to customers.

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<b>b. Reason</b>

The reason that we choose this communication method is because it offers thefollowing benefits:

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<b> Increase brand awareness</b>

By using advertising images to help viewers easily recognize COCOON'S productsand services.

In addition, when surfing on websites, whether they decide to buy or not, banner adswill create an identification effect for those who see it, whenever there is a need forinformation, products, and services we provide, in their memory, they will echo the imageof the banner, of the COCOON brand.

<b> Collect customer information quickly </b>

When posting advertising banners on electronic websites, customers can easily clickon the website and then fill in their personal information to receive a certain benefit fromthe company (be it a promotional voucher, gift, or even purchase). This is the fastest andmost convenient way to get customer data today, helping us to grasp customer needs tohave appropriate development orientation for COCOON.

<b> Increase potential customers</b>

When customers are curious or have an interest in the product, they will click on thebanner, this is considered a potential COCOON customer in the future.

<b> Recalling brand goals</b>

If someone visits COCOON'S website but doesn't register or use COCOON products,we can use it to re-engage them.

<b> Level affirmation </b>

Banner ads on all websites are not the same. Because there are large websites, hugeamounts of traffic, Banners are placed in eye-catching positions, the cost of paying forthat Banner advertising is extremely "expensive" that not all businesses can do that.

<b> Quickly know marketing results</b>

The effectiveness of banner ads can be measured, its main effectiveness metric beingthe click-through rate.

CTR is the number of clicks the ad received divided by the number of times the ad was

<i>shown: clicks ÷ impressions = CTR. For example, if there were 5 clicks and 1000</i>

impressions, the CTR would be 0.5%.

Therefore, the higher the CTR, the higher the effectiveness of the ad, which made iteasy for us to check how many people clicked and see how many people saw it in total by

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measuring impressions. From there, we were able to tailor the campaign to our desiredgoals without having to wait for the campaign to finish.

<b>3. Costs of running Ads</b>

The cost for both of these communication methods will depend on the total revenue ofCOCOON. However, COCOON is a business with products in the beauty industry, inaddition, the profit margin of the industry is relatively high, so we can spend >35% on thecost of running Ads.