Final Project DM - Summary Digital marketing - tài liệu tham khảo | Đại học Hoa Sen

Faculty of Economics and Management
COURSE: INTRO TO DIGITAL MARKETING FINAL REPORT THEME NAME: DIGITAL MARKETING PLAN
FOR THE COCOON ORIGINAL VIETNAM
List of members performing:
1. Lê Nguyễn Trâm Anh – 22105167 2. Abc – 22 3. Abv – 220 4. Abc - 220 06/2023 EXECUTIVE SUMMARY Business Description
Since its founding in 2013, Cocoon has earned a reputation as a "made in Vietnam" cosmetics
company that uses only the purest local natural products, opposes animal experimentation, and
promotes humanitarian causes. The Company's Mission Cocoon's goal is to develop universally
accessible beauty products by fusing the positive effects of food with cutting-edge scientific knowledge. Market Opportunity
Although only a small number of Vietnamese vegan cosmetic brands have yet found success in
the country's competitive cosmetics market, Cocoon has found success among students, office
workers, and businessmen because this group recognizes the importance of protecting Vietnam's
natural resources and is open to trying products that are derived from these materials. As a
result, Cocoon has satisfied the needs of Vietnamese consumers and may someday establish itself as a cosmetics brand. Key Company Features
Additionally, Cocoon offers its staff a vibrant and innovative work atmosphere. Every aspect of
what Cocoon produces, from design to consumer communication, is based on the idea that
everyone can be creative in this new generation. Cocoon, meanwhile, is still a young company
and has not yet attracted many investors. Additionally, they are under pressure from bigger,
more established, and internationally renowned cosmetic brands. Goals of the Business
The strategic goal of Cocoon is to build a cosmetics brand that is proud to be created entirely in Vietnam in the coming years. Content s
1. INTRODUCTION..................................................................................................................................4
Overview Of The Cocoon Original Vietnam Business............................................................................4
2. Situation Analysis...............................................................................................................................7
2.1. Microanalysis...................................................................................................................................7
2.2 Digital Marketing Effectiveness.....................................................................................................11
2.3. Analysis Of Macro Environment....................................................................................................14
2.4. Improve Distribution Channels.......................................................................................................16
3. GOAL SETTING..................................................................................................................................17
3.1 Targeted customer...........................................................................................................................17
3.2. Goal Setting....................................................................................................................................19
3.3. SMART..........................................................................................................................................21
4. DIGITAL MARKETING STRATEGY AND TACTICS AND CHANNELS.......................................................22
4.1. Marketing mix................................................................................................................................22
4.2 The Core Tactic in A Typical Digital Marketing:............................................................................23
5. PERFORMANCE MEASUREMENT.......................................................................................................29
6. INCONCLUSION.................................................................................................................................30
7. REFERENCES.....................................................................................................................................31 1. INTRODUCTION
Cocoon is a famous vegan cosmetic brand in Vietnam, born in 2013, and a subsidiary of Nature
Story Cosmetics Co., Ltd. Cocoon means "cocoon" and the cocoon is like a "house" to incubate
and raise small caterpillars that will one day turn into beautiful and gorgeous butterflies. Word
meaning Thus, Cocoon is the "home" to take care of the skin and hair of Vietnamese people.
Help them become more beautiful, complete, and shining in their own way. Cocoon was born
with a simple reason: to beautify Vietnamese people with familiar ingredients. Nature is also
very fond of Vietnamese nature. We have an extremely rich plant world, from fruit trees to herbs.
Inside, They contain valuable nutrients that are not only delicious to eat but also very good for
skin and hair. Therefore, there is no reason for us to refuse a source. The ingredients are readily available and so great.
Overview Of TheCocoon Original VietnamBusiness 1.1 History
Cocoon is a famous vegan cosmetic brand in Vietnam, born in 2013, under Nature Story
Cosmetics Co., Ltd., and is a completely "Made in Vietnam" product. According to Cocoon
Vietnam, Cocoon means “cocoon”, the cocoon is like a “house” to cherish and nurture the small
worm so that one day it will turn into a beautiful and splendid butterfly. - Product structure - Facial care product line:
+ Makeup remover: Squash makeup remover, rose makeup remover, makeup remover oil rose.
+ Cleanser: Cleansing squash gel, rose cleansing gel, coffee cleansing gel Dak Lak, Hung Yen turmeric cleanser.
+ Exfoliation: Dak Lak coffee cleanses the dead face.
+ Mask: Squash mask, rose mask, Hung Yen turmeric mask.
+ Balanced water: Skin-balancing squash water, rose water, Hung Yen turmeric water.
+ Essence: Hung Yen turmeric essence x2.2 – 22% vitamin C, squash essence knife, squash
acne dot solution, rose essence, Hung Yen turmeric essence.
+ Cream: Hung Yen turmeric jelly, squash jelly, moisturizing rose jelly. + Sunscreen: Squash sunscreen.
+ Mineral spray: Hung Yen turmeric spray. - Lip care product line:
+ Lip exfoliation: Dak Lak coffee cleanses dead lips.
+ Moisturize lips: Ben Tre coconut oil balm.
- Hair care product line:
+ Shampoo: Grapefruit shampoo is sulfate-free.
+ Conditioner: Grapefruit conditioner.
+ Hair essence: Sa-chi serum restores hair.
+ Nourishing spray: Grapefruit essential oil hair conditioner, sa-chi hair conditioner.
- Body care product line:
+ Body exfoliation: Dak Lak coffee cleanses dead skin from the body, Dak Lak coffee
cleanses dead skin, An Giang palm sugar cleanses dead skin from the body.
+ Shower gel: Squash shower gel, eucalyptus & mint shower gel, hand soap Eucalyptus & Bunny-shaped mint.
+ Body spray: Squash back acne spray, mint eucalyptus hand sanitizer.
+ Body balm: Dak Lak coffee body lotion, silver eucalyptus body lotion river.
1.2. E-commerce platforms Figure 1.1 Lazada Figure 1.2 Shopee Figure 1.3 Tiki 2. Situation Analysis 2.1. Microanalysis
2.1.1 Internal Marketing Review RETAILERS Consumer Website Electronic commerce
Figure 2.1 Cocoon's distribution channel 2.2.2 Business efficiency
Reported revenue of The cocoon on the e-commerce floor reached VND 3.1 billion for
12 months and compared to the latest quarter grew by more than 4.4%. Evaluating The
cocoon market, business shops can sell at popular prices from 100,000 ₫ to 200,000 ₫. The
cocoon brand is distributed and best-selling as Cocoon, Herbario, The cocoon original Vietnam, Senka, etc.
Top 5 products The cocoon sold best in the last 12 months:
1. Exfoliating Body Dak Lak Coffee Extract Palm An Sugar Giang The Cocoon Dak Lak Coffee Polish - 100.000VND
2. The cocoon squash mask 30ml oily skin and hidden acne - 133.400VND
3. Hair conditioner reduces breakage and softens hair Grapefruit essential oil and Sachi The
Cocoon Pomelo Hair Tonic 140ml - 130.000VND
4. Ben Tre The Cocoon Coconut Oil Lip Balm 5g - 28.800VND
5. The Cocoon Body Exfoliator - 130.000VND
The Cocoon Market Report from 1/2/2022 to 31/1/2023 General Statistics Sales: 3.095.322.984VNĐ Quantity Sold: 36.707 The shop has sales:171 Products with sales: 406 Monthly growth Number of items sold Sales (VNĐ) Sales Number of items sold
Figure 2.2 Cocoon Market Report 2022
Figure 2.3 Retail sales of Cocoon at Vietnamese e-commerce platforms
According to the report, sales of The Cocoon in 12 months reached VND 3.1 billion,
especially sales of The Cocoon products in December 2022 reached the highest level with
VND 281.3 million and 0.0 thousand in output. Update market situation The cocoon
has more than 171 houses selling on the e-commerce floor with more than 406 items.
Accordingly, Shopee accounts for 87.8% of total sales and 89.7% of output, Lazada accounts
for 10.5% of total sales and 8.5% of output, Tiki accounts for 1.7% of total sales and 1.8% of output.
The cocoon market size in January 2023 reached 244.9 million sales and grew 13% lower
than December 2022. In the last 6 months, The Cocoon's revenue decreased by -1.5%
compared to the previous 6 months. Price Segment Stats sold Number of items Sales Tiki sales Lazada sales Shopee sales Products sold all of 3 floors
Figure 2.4 The chart shows the price segment of Cocoon's common customers Brand statisics Top brand by sales Top brand by output
Figure 2.5 Chart of cosmetic brand statistics by Sales and Output The Shop Stats Top Shop Statisics Proporion of sales In 12 months by sales
Shopping Mall & Casual Shops Shopping Mall: 32.7% Casual Shops:67.3%
Figure 2.6 Statistical chart of top shops by proportion of revenue on e-commerce floors and
proportion of Cocoon's shop mall to other shops.
Figure 2.7 List of Cocoon's best-selling products