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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.
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 industry-experienced influencers early in Q1 and developing discount codes for their followers Additionally, Cocoon aims to increase market share by 10% within 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