Bringing you healthy, youthful and vibrant skin from simple and close ingredients that you eat every day

- Coverage at more than 300 current retail stores of Cocoon.- When mentioning Cocoon, customers will immediately think of the leading number of vegan cosmetics in Vietnam.. Elements of a

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1 Executive Summary 1

2 Introduction 1

3 Situation analysis 1

3.1 Situation Analysis 1

3.1.1 Analysis of vegan skincare industry in Vietnam 1

3.1.2 Macro Environments 2

3.1.3 Market trends 3

3.2 Competitors 3

3.3 SWOT Analysis 4

4 Segmentation & positioning strategy 5

4.1 Market segmentation 5

4.2 Target Market 6

4.3 Positioning & Estimate market share 6

4.3.1 Positioning Statement 7

4.3.2 Competitive advantage 7

5 Marketing Mix Strategies 8

5.1 Product strategy 8

5.1.1 Five product levels 8

5.1.2 Product’s attributes 8

5.1.3 Value propositions product 9

5.1.4 Packaging product 9

5.1.5 Product support services 9

5.2 Pricing strategies 9

5.2.1 Psychological pricing 9

5.2.2 Penetration pricing 9

5.2.3 Bundle Pricing 10

5.2.4 Promotional Pricing 10

5.3 Distribution strategy 10

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TIEU LUAN MOI download : skknchat123@gmail.com

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5.3.1 Online shopping website & Cocoon Việt Nam official website 10

5.3.2 Cocoon store in shopping centre 10

5.3.3 Agency 10

5.3.4 E-commerce 10

5.4 Marketing communications strategy 10

6 Action plan 10

7 Conclusion 11 References a Appendix b Appendix 1: Porter’s five forces b Appendix 2: Key success factors c Appendix 3: Competitors analysis in Vietnam vegan sheet masks d Appendix 4: Five products level e

8 Financials f 8.1 Break-even analysis f 8.2 Sales Forecast f 8.3 Expense Forecast g

9 Controls: h 9.1 Implementation h 9.2 Marketing Organization h 9.3 Contingency Planning h

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- Coverage at more than 300 current retail stores of Cocoon.

- When mentioning Cocoon, customers will immediately think of the leading number of vegan cosmetics in Vietnam

- Increase 35% brand awareness among target customers

Financial Objectives

- Revenue is expected to reach 6 billion VND in its first year of launch

- Reduce advertising and communication costs each quarter while retaining potential customers

3 SITUATION ANALYSIS

3.1 Market Summary

3.1.1 Analysis of vegan skincare industry in Vietnam

Industry revenue and growth

Vietnam skin care products market size reached $854.3 million in 2019 and isexpected to reach $1,922.4 million by 2027, achieving a CAGR of 11.7% from 2021 to

2027 The skin care products market has an opportunity to increase revenue by

$1,154.25 million between 2020 and 2027 (Kale & Deshmukh, 2020) Risingdisposable income and growing young population are the key factors driving theproduct market Vietnamese skincare products grow In which, the most potentialcustomer segment in the future is Generation Z, accounting for 39.08% of the totalpopulation Overall, these factors have increased the demand for skincare products bydomestic consumers

Industry Attractiveness

Porter’s five forces model is applied to analyze the sheet masks industry’sattractiveness in Vietnam Appendix 1, it shows that the nature of competition in sheetmasks industry contributes to a fast pace movement in Vietnam Hence the sheet masksindustry is considered to be attractive as the industry is expected to continually grow

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3.1.2 Industry trends

First, cosmetic and skincare industry has been growing significantly along withthe rapid improvement in living standards in Vietnam Consumer tastes and preferenceswith growing disposable income raise level of sophistication towards premium skincareproducts Premium brands become more attractive while mass skin care productsdecline Skincare producers have to increase their production volume to serve thedemand (Euromonitor International, 2018) The key success factors (KSF) for facialmasks industry in China is provided in Appendix 2

According to The World Bank (2021), Vietnam's economy in 2020 is less affected

by the Covid-19 pandemic thanks to the Government; The Prime Minister together withthe efforts of the people and business community to implement pandemic prevention.But around mid-2021, the situation of the Covid-19 epidemic became increasinglycomplicated and difficult to control

=> This affects people's disposable income, leading to a decrease in the consumerprice index This is a disadvantage for the skin care industry as well as CocoonVietnam, because when disposable income is reduced, consumers will be lessconcerned with beauty needs

Social Analysis

In general, Vietnamese people have the psychology of buying foreign goods notonly because of the quality and design but also the brand reputation of foreignbusinesses, and at the same time, Vietnamese goods have not yet created trust amongconsumers for many reasons In the minds of young people of the 9x, 10x generation,Vietnamese cosmetics are images of poorly advertised cream mixes, and cosmetics ofunknown origin widely sold on the market This has greatly affected the confidence ofVietnamese consumers

=> This is a concept that adversely affects Cocoon, especially those directly related to skin care products

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Elements of advanced and modern cosmetic production lines will be an importantbasis to help cosmetic manufacturing and processing units get the best quality products,bringing high efficiency to consumers.

=> Cocoon products are born in a modern, closed line, meeting the standardsaccording to cGMP of the Ministry of Health of Vietnam

Environmental Analysis

Vietnam's climate is hot and humid, with monsoon natural disasters frequentlyoccurring This greatly affects the preservation and transportation of Cocoon's products

On the other hand, air pollution in Vietnam is quite serious and working outdoors

or in front of a computer for a long time, ultraviolet rays and computer radiation arevery harmful to the skin Therefore, it is very important to take care of the skin toprotect the skin

- Decree 98/2020/ND-CP stipulating penalties for administrative violations incommercial activities, production and trading of counterfeit and banned goods andprotection of consumers' interests This is both beneficial for consumers to avoidcounterfeiting and to avoid losses to Cocoon

3.3 Competitors

Appendix 3 details a description of Cocoon's direct competitors Cocoon's indirectcompetitors are mask brands that, although not vegan, still meet the skincare needs ofcustomers 4 brand well-known competitors in the Vietnamese market are Vedette, TheFace Shop, Naruko, and Mediheal

3.4 SWOT Analysis

SWOT analysis is indicating the combination of Market strength, Weakness of thecompany and opportunity, threats of the competitors in the competitive market of theworld

Strengths

- Cocoon is also considerable

competion compared to other

celebrated and long

standing vegan cosmetic brands

in Vietnam market - Cocoon products gain cGMP

standards of the Ministry of

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Health of Vietnam and certified

“Animal test-free & Vegan” by PETA

- Cocoon is the first Vietnamese

cosmetic brand to be approved by

Leaping Bunny - Cruelty Free

International's commitment to not

testing on animals

- Dense distribution network with

up to 300 sales points at Watsons

stores, Guardian, Beauty Garden,

Hasaki, Cocoon website, even

e-commerce platforms

Opportunities

- Cocoon was born in the era of

increasingly advanced technology to

ensure product safety and cost savings

- The 9x and 10x generations in

Vietnam are increasingly leading a

more active and modern lifestyle, easily

accepting new things as well as new

brands like Cocoon

- The environmental situation is

increasingly alarming, so the

eco-friendly lifestyle is on the throne

- Air pollution, ultraviolet rays and

computer radiation motivate people to

put more effort in taking care of their

skin

- Have not advertised the product widely

Threats

- The negative impact of the

Covid-19 pandemic will make somepeople no longer interested inskinning care

- Because of incalculabeappearance of unknown originskin care

products from Vietnamesebusinesses, cocoon will be equatedwith those brands

- Vietnam's climate is hot andhumid, and monsoon disastersoften occur that significantlyaffects the preservation andtransportation of Cocoon'sproducts

4 SEGMENTATION & POSITIONING STRATEGY

4.1 Market segmentation

Segmentation

Age Gender Life-Cycle stage

Income

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Location Population

Lifestyle

Benefit sought

Loyalty

Price sensitivity

Market segmentation could be

geographic, demographic, psychographic and behavioural segmentations

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technology and updating information quickly They can be influencers or people whoare easily influenced by influencers Next, Cocoon vegan sheet masks

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possess natural, humanitarian, easy-going, and refreshing values that will make thecustomers feel comfortable and contribute more radiant skin Besides, vegan cosmeticsnot only help them take care of their skin but also help them get closer to an eco-friendly "green" lifestyle Hence the evidence above illustrates that the target segmentchosen for Cocoon vegan sheet masks will be the best suitable and attractive forfemales and males aged 17 to 24.

4.3 Positioning & Estimate market share

These days, there are several vegan cosmetics brands already existing in theVietnam market such as Klairs, Innisfree, The body shop, Cocoon, Sukin, Round Lab,COSR But only Klairs, Innisfree and The body shop have produced vegan sheet masks,

so they are direct competitors to Cocoon's sheet mask products Appendix 3 showscompetitor’s description in detailed Based on the primary data source (30 samplesonline survey), the position of Cocoon’s vegan sheet mask in the skincare industry will

be discussed by using the perceptual map as shown in Figure 1

Figure 1: Conceptual map for vegan sheetl masks in Vietnam skincare industry

According to Figure 1, we will price Cocoon's sheet masks lower than otherbrands to match our targeting segment Customers will benefit from purchasing highquality Cocoon’s vegan sheet masks that are non-toxic at considerable price, whereasother brands offer customers with quality products but may be higher price Cocoon'svegan sheet mask will be able to compete in the industry by positioning itself as a nichemarket to gain a competitive advantage through its strong belief and value in the

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benefits of natural ingredients that do not contain any ingredients partly from animalsand not tested on animals.

4.3.1 Positioning Statement

"From familiar natural ingredients that are carefully cultivated and harvested bythe hands of Vietnamese farmers, Cocoon creates and develops 100% vegan skin careproducts."

4.3.2 Competitive advantage

Valuable: the product not only meets the needs of customers' skin care, but also

gives customers the feeling that they are contributing to the protection of theenvironment and the ecosystem

Superiority: serving many different audiences: both men and women can use it.

At the same time meet different needs for each individual skin type

Distinctiveness: this paper mask product has built-in convenience in use Until

now, Cocoon has never released this product

Profitability: taking advantage of input materials, technology, and characteristics

of mask jars The cost is also reasonable Therefore, ensuring revenue and profit of theunit will increase rapidly in a short time

Brand mask: Help users form a humane lifestyle, not for themselves but to

harm small, innocent animals

5 MARKETING MIX STRATEGIES

Cocoon aims to focus on both women and mens’ beauty and improvement of theirskin In the marketing strategies, Cocoon’s vegan sheet mask that will enter veganskincare market in Vietnam will be analysed

5.1 Product strategy

5.1.1 Five product levels

Five products level (provided in Appendix 4) will be identified to satisfycustomer’s needs The core benefit of Natio’s mask is improving human beings’ quality

of skin and more beauty and its basic product is its natural ingredient with 100% veganskincare products With the mission: “Bringing you a healthy, youthful and vibrant skinfrom simple and close ingredients that you eat every day.”

5.1.2. Product’s attributes

Product quality

Using natural cellulose masks as raw masks: is a line of masks made fromcellulose material With the orientation to create environmentally friendly products, thecellulose material that Cocoon uses this time creates a line of Cocoon vegan sheetmasks that are biodegradable when buried in the soil The product does not use

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parabens and "addictive" corticosteroids, does not use mineral oil, hydrogen peroxide,triclosan, phthalate, luminescent substances 100% of products before being put on themarket have to go through a process of 12-24 months of testing by tests in thelaboratory (in-Vitro test) or on volunteers (in-Vivo test).

Product Features The difference from UNIQUE DESIGN: strong mask structure, 3 layers of

ultra-thin, close to the face This is also an innovative design that can hold moresolution than a regular paper mask

The difference from extremely good AFFECT: 80-100nm diameter biocell fiber

should be easy to apply to the skin without much manipulation, comfortable movementduring use

The difference from SUPPLYING SUPPLY: natural bio-nano structure should

be able to retain 10 times more nutrients than conventional fiber/paper

5.1.3 Value propositions product

5.1.4 Packaging product

Packaging: The outer packaging of the Cocoon paper mask has a minimalist

design, using images of pure Vietnamese ingredients such as green squash, rose petals,and turmeric Users will easily feel the Vietnamese soul through the packaging On thetop left of the packaging is the Cocoon logo

Color: Gold color represents luxury, creativity and belief in a bright future of

Vietnamese cosmetics

Labeling: provide complete information about ingredients, instructions for use,

expiry date as well as the place of manufacture

Figure 2: Packing of Cocoon’s vegan sheet mask

5.1.5 Product support services

Fresh customers’s service

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Staff will be allocated in Cocoon shop to help them get to know about the productand to understand how to use the product When purchasing over 3000000 VND orUS$160.42, customers will become Cocoon’s VIP own special right to get loyalservice.

Loyal customers’s service

Loyal customers can get a loyal card in order to collect points annually Cocoonwill provide a free facial treatment course for a certain point with specific staffs Inaddition, if got customers’ permission, Cocoon’s staffs could get their email addresses

or mobile phone number Then they can follow up on customers’ satisfaction after usingCocoon’s vegan sheet mask Especially, the company will send the products as gifts onloyal customers’ birthday

Retail price: 31 000 VND/ mask

This strategy helps Cocoon find new customer segments and identify potentialfuture customers If a higher sales volume will lead to lower unit costs and higher long-run profit Besides, a low price will discourage actual and potential competition After along time, the market accepts and gets used to the new product, Cocoon will start toraise the price to increase its position and profit, but still at a mid-range price to confirmthe image orientation of Cocoon with target audiences - brand dedicated to providingthe best quality vegan products at a mid-range price point

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