CONTENTS
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
5 TARGET MARKET
6 INSIGHT & KEY IDEA
7 TOOLS
8 ACTION PLAN & BUDGET
2
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
Pioneering the trend of
4 CAMPAIGN OBJECTIVES vegan cosmetics in Vietnam!
COCOON VIETNAM
5 TARGET MARKET Cocoon was launched to give you healthy,
youthful and vibrant skin and hair from simple
6 INSIGHT & KEY IDEA and intimate ingredients that you eat
everyday.
7 TOOLS
#100% Vegan cosmetics - for Vietnamese beauty
8
#Cocoon is proud to be a 100% cosmetic brand
ACTION PLAN & BUDGET made in Vietnam
4
Vietnam is not
only about
landscapes!
COCOON VIETNAM
#Dak Lak coffee beans #Tea tree
#Tien Giang cocoa butter #Grapefruit
#Cao Bang rose #Squash
#Ben Tre coconut oil #Pennywort
Vietnamese woodcarving
culture in logos of products!
The designs are always
environmentally oriented
6
Beeswax Fleece
Corticosteroid Hydrogen peroxide
Honey Snail fluid
Silk Luminescent substances
Not tested on animals
Alcohol-Free
No Parabens
100% Vegan
from the plants of Vietnam
Friendly to skin
Effective and Non-toxic
7
PRODUCT LINES
8
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
5 INSIGHT & KEY IDEA
6 TARGET MARKET
7 TOOLS
8 ACTION PLAN & BUDGET
9
FMCG market growth: +2.3%
Value growth
BEAUTY CARE
Make-up products insdustry 9.0%
7.0%
COCOON VIETNAM
Skincare products
5.0% value growth
Value growth
Source: Worldpanel Division | Household panel | Urban 4 big cities | Beauty care Industry | 2018 vs 2017 10
Korea
Handmade &
Domestic
products
COCOON VIETNAM
products
Other Products from
European and other Asian
American countries:
products Thailand, Taiwan,
Japanese…
Source: Worldpanel Division | Beauty trends in Asia report 11
GENERAL TRENDS
❑ The habit of using cosmetics varies with ages (60% of people in
this age group use skin care cosmetics every day).
❑ Lipstick and face wash (including makeup remover) are the two
most used products
❑ The malls and outside the brand's stores are the most popular
places to shop
❑ E-commerce sites become an important channel with 73%
having purchased cosmetics here
12
GENERAL TRENDS
❑ Frequency:
Those over the age of 30
will have the highest
need for daily makeup,
followed by 23 -29 years
old.
❑ The most used items:
Lipstick is the most used
cosmetic, followed by eye
products, cleansing skin
and skin care.
13
COMPETITORS
❑ Started in England in 1976
❑ Opens new £ 1 million beauty
innovation lab
❑ Famous vegetarian beauty
brand in the word
❑ Price: 119.000 – 1.500.000
14
COMPETITORS
❑ Started in Vietnam in 1961
❑ Has exported to Southeast
Asian countries and most
continents over the world
❑ Price: 30.000 – 230.000
15
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 INSIGHT & KEY IDEA
6 TARGET MARKET
7 TOOLS
8 ACTION PLAN & BUDGET
S.W.O.T ANALYSIS
• Compatible with many • The product works after a
skin types period of use
• Not tested on animals • Short shelf life
• Pioneering the trend of • When using slightly sticky
vegan from nature skin
COCOON VIETNAM
STRENGTHS WEAKNESS
• The cosmetic industry
has a fast growth rate • Fake products are increasing
• Consumers tend to use • Strict regulations must be
products from nature followed to label organic
• Vietnam has abundant products
and abundant natural
OPPORTUNITIES THREATS
resources
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 TARGET MARKET
6 INSIGHT & KEY IDEA
7 TOOLS
8 ACTION PLAN & BUDGET
Increased to 60% of target audience known about
the brand in 3 months.
COCOON VIETNAM
Increased 25% of liking in 6 months.
Increased 10% trial in the last three months.
19
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 TARGET MARKET
6 INSIGHT & KEY IDEA
7 TOOLS
8 ACTION PLAN & BUDGET
TARGET MARKET
GEOGRAPHIC Vietnam
Age 16 - 35
DEMOGRAPHIC
Income 5 - 50 million
COCOON VIETNAM
Youthful
Energetic
Lifestyle
PSYCHOLOGICAL Like to try new things
Care about the environment
Preference Influencers, friends, family
Want to try vegan cosmetics.
MOTIVATION
Support Vietnamese products.
21
TARGET AUDIENCE
Age
Income
Educators
COCOON VIETNAM
Target customers 1
Occupation
Personality
Target customers 2 Distributors/ Retailers/Immediaries
22
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 TARGET MARKET
6 INSIGHT & KEY IDEA
7 TOOLS
8 ACTION PLAN & BUDGET
Women always have to wear makeup so
TRUTH they can feel more confident
MOTIVATION
Desire to become more confident
COCOON VIETNAM
INSIGHT
with their original skin
Less confident with their own skin due to being
TENSION too concerned about other people's comments
KEY IDEA
“CHÚNG TA KHÔNG CẦN PHẢI HOÀN HẢO! - BE BETTER, BE YOU!”
Awaken the original beauty of every woman
COCOON VIETNAM
Be confident with your own beauty
The purest, most core things inside me also need to be
cultivated, do not follow chemical cosmetics to beautify
TVC
26
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 TARGET MARKET
6 INSIGHT & KEY IDEA
7 TOOLS
8 ACTION PLAN & BUDGET
TOOLS
COCOON VIETNAM
ADVERTISING PUBLIC RELATION SALES PROMOTION
ADVERTISING
▪ Inform brand’s awareness and knowledge
▪ Persuading to increase customers’ preference
▪ Convey the message to the TA
PRINT Magazine
Post Page
Engagement
Post Page Video
INTERNET
Sponsorship
Skippable ads
SUPPORT O.O.H Frame, LCD
29
#CocoonVietnam #Cocoon #Bebetterbeyou
PUBLIC RELATION
Rise credibility about completely natural,
organic cosmetics with slogan:
“Chúng ta không cần phải hoàn hảo!
Be better, be you!”
COCOON VIETNAM
Community involvement
30
SALES PROMOTION
a. Customer-oriented
To enhance IMC efforts and build brand equity
Sample Coupons
COCOON VIETNAM
b. Trade-oriented
Discount 5% /bill for distributors who
running the program “Chúng ta không cần
phải hoàn hảo! - Be better, be you! “ with 31
Cocoon
1 OVERVIEW
2 MARKET ANALYSIS
3 S.W.O.T
4 CAMPAIGN OBJECTIVES
COCOON VIETNAM
5 TARGET MARKET
6 INSIGHT & KEY IDEA
7 TOOLS
8 ACTION PLAN
& BUDGET
BUDGET: 550.000.000VND Unit: Miliion VND
The CoCoon Vietnam Year 2021
Total cost
Marketing Communication
January February March April May June of each activity
Activities
Frame (in
45
cinema)
LCD (elevator) 15
140
Advertising
60
67
Bleed Page
Community
PR 150
involvement
BUDGET: 550.000.000VND
Unit: Miliion VND
Year 2021
The CoCoon Vietnam Total cost
Marketing Communication of each
January February March April May June activity
Activities
Sale promotion Sample 68,1
Customer-
oriented
Coupons
Sale promotion Promotional
Trade- oriented allowances
Total Cost 79,721 102 102 54,7 34,7 172,7 545,821
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FOR
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