Ver3 Cocoon Vietnam [PDF]

Zitiervorschau

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 MARKET ANALYSIS

3

S.W.O.T

4

CAMPAIGN OBJECTIVES

5

TARGET MARKET

6

INSIGHT & KEY IDEA

7

TOOLS

8

ACTION PLAN & BUDGET

Pioneering the trend of vegan cosmetics in Vietnam! Cocoon was launched to give you healthy, youthful and vibrant skin and hair from simple and intimate ingredients that you eat everyday.

COCOON VIETNAM

2

#100% Vegan cosmetics - for Vietnamese beauty #Cocoon is proud to be a 100% cosmetic brand made in Vietnam 4

Vietnam is not only about landscapes! #Tea tree

#Tien Giang cocoa butter

#Grapefruit

#Cao Bang rose

#Squash

#Ben Tre coconut oil

#Pennywort

COCOON VIETNAM

#Dak Lak coffee beans

Vietnamese woodcarving culture in logos of products!

The designs are always environmentally oriented 6

Beeswax

Fleece

Corticosteroid Honey

Hydrogen peroxide

Silk

Luminescent substances

Snail fluid

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 Make-up products

Value growth

 7.0%

 9.0% Skincare products

value growth

Source: Worldpanel Division | Household panel | Urban 4 big cities | Beauty care Industry | 2018 vs 2017

COCOON VIETNAM

 5.0%

BEAUTY CARE insdustry

10

Other European and American products

Source: Worldpanel Division | Beauty trends in Asia report

Products from other Asian countries: Thailand, Taiwan, Japanese…

COCOON VIETNAM

Handmade & Domestic products

Korea products

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 CAMPAIGN OBJECTIVES

5

INSIGHT & KEY IDEA

6

TARGET MARKET

7

TOOLS

8

ACTION PLAN & BUDGET

COCOON VIETNAM

4

S.W.O.T ANALYSIS • The product works after a period of use • Short shelf life • When using slightly sticky skin STRENGTHS

• The cosmetic industry has a fast growth rate • Consumers tend to use products from nature • Vietnam has abundant and abundant natural resources

WEAKNESS

• Fake products are increasing • Strict regulations must be followed to label organic products OPPORTUNITIES

THREATS

COCOON VIETNAM

• Compatible with many skin types • Not tested on animals • Pioneering the trend of vegan from nature

1

OVERVIEW

2

MARKET ANALYSIS

3

S.W.O.T

5

TARGET MARKET

6

INSIGHT & KEY IDEA

7

TOOLS

8

ACTION PLAN & BUDGET

COCOON VIETNAM

4 CAMPAIGN OBJECTIVES

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

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

COCOON VIETNAM

1

TARGET MARKET GEOGRAPHIC DEMOGRAPHIC

MOTIVATION

Age

16 - 35

Income

5 - 50 million

Lifestyle

Youthful Energetic Like to try new things Care about the environment

Preference

Influencers, friends, family

COCOON VIETNAM

PSYCHOLOGICAL

Vietnam

Want to try vegan cosmetics. Support Vietnamese products. 21

TARGET AUDIENCE Age

Occupation

Target customers 1

Educators

COCOON VIETNAM

Income

Personality Target customers 2

Distributors/ Retailers/Immediaries 22

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

COCOON VIETNAM

1

Women always have to wear makeup so TRUTH they can feel more confident

TENSION

Desire to become more confident with their original skin

Less confident with their own skin due to being too concerned about other people's comments

COCOON VIETNAM

INSIGHT

MOTIVATION

KEY IDEA “CHÚNG TA KHÔNG CẦN PHẢI HOÀN HẢO! - BE BETTER, BE YOU!”

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

COCOON VIETNAM

Awaken the original beauty of every woman

TVC

26

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

COCOON VIETNAM

1

TOOLS

PUBLIC RELATION

SALES PROMOTION

COCOON VIETNAM

ADVERTISING

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

Coupons

b. Trade-oriented Discount 5% /bill for distributors who running the program “Chúng ta không cần phải hoàn hảo! - Be better, be you! “ with Cocoon

COCOON VIETNAM

Sample

31

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

COCOON VIETNAM

1

BUDGET: 550.000.000VND The CoCoon Vietnam Marketing Communication Activities

Unit: Miliion VND Year 2021

January

February

March

April

May

June

Total cost of each activity

Frame (in cinema)

45

LCD (elevator)

15 140

Advertising 60

67

Bleed Page PR

Community involvement

150

BUDGET: 550.000.000VND The CoCoon Vietnam Marketing Communication Activities Sale promotion Customeroriented

Sale promotion Trade- oriented

Total Cost

Unit: Miliion VND Year 2021

January

February

March

April

May

June

Sample

Total cost of each activity

68,1

Coupons

Promotional allowances

79,721

102

102

54,7

34,7

172,7

545,821

THANKS FOR LISTENING!