BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH TP. HỒ CHÍ MINH

STRATEGIC BRAND SOLUTIONS

COCOON VIETNAM

LECTURER: MA. NGUYỄN THỊ BÍCH VÂN

CLASS: B03E – GROUP: 12

1. Huỳnh Thị Mỹ Duyên - 225160125

2. Nguyễn Tiến Trọng Nghĩa - 225113452

3. Trương Hoàng Phúc- 225160564

4. Trần Ngọc Hương Quỳnh - 205012271

5. Nguyễn Hoàng Thanh Tuệ - 200016092

TP. Hồ Chí Minh, 2024

 TABLES OF CONTENT
1. Introduction the brand..................................................................................3

1.1. About Cocoon..........................................................................................3

1.2. Mission.....................................................................................................3

1.3. Vision........................................................................................................3

1.4. Core Values..............................................................................................3

1.5. Objectives.................................................................................................4

1.5.1. Health and beauty care for Vietnamese people:.................................4

1.5.2. Business philosophy:..........................................................................4

1.5.3. Policies...............................................................................................4

1.6. Human resources.....................................................................................5

1.7. Financial resources.................................................................................5

2. Brand product category...............................................................................6

2.1. Cocoon’s product....................................................................................6

2.2. Reviews and comments...........................................................................8

3. Brand positioning.......................................................................................10

3.1. Cocoon’s brand positioning..................................................................10

3.2. Strengths of Cocoon brand positioning...............................................11

3.3. Reviews and comments.........................................................................13

3.4. Improve..................................................................................................14

4. Brand Elements...........................................................................................15

4.1. Brand name...........................................................................................15

4.2. Logos and symbol..................................................................................15

4.3. Slogan.....................................................................................................16

4.4. URL........................................................................................................17
 4.5. Package..................................................................................................18

4.6. Gift System.............................................................................................24

4.7. Criteria for choosing brand elements..................................................25

5. Marketing communication program........................................................27

5.1. Media marketing activities...................................................................27

5.1.1. Advertise:.........................................................................................27

5.1.2. Content Marketing:..........................................................................27

5.1.3. Promotions.......................................................................................28

5.1.4. Experiential activities:......................................................................28

5.2. Campaign...............................................................................................29

5.2.1. Campaign "Join hands to stop elephant riding"...............................29

5.2.2. Campaign "Join hands to protect bears"...........................................30

5.2.3. Program "Recall old batteries to protect the green earth" in 2024...30

5.2.4. Campaign "Join hands to rescue stray dogs and cats"......................31

1. Introduction the brand

1.1. About Cocoon

In recent years, the trend of using vegan cosmetics has been gaining popularity among
many people. In Vietnam, Cocoon, a Vietnamese brand that pioneered this trend, was
founded in 2013 and quickly became a favorite product due to its 100% vegan formula.
Cocoon uses natural ingredients from winter melon, mint, and Dak Lak coffee. Each
product is designed with beautiful and thoughtful packaging and carries a humane
message.

Cocoon has made its presence known in the cosmetics retail industry. Watsons is a
milestone marking the introduction of Vietnamese products to the international market.
Among the domestic brands distributed by Watsons, Cocoon stands out as the "Best-
selling Vietnamese Brand 2021 at Watsons".

1.2. Mission

With the mission: "Cocoon was born to bring people healthy, youthful, and vibrant skin
and hair from the simple, familiar ingredients you eat daily, combined with scientific
knowledge to create safe and effective cosmetics for everyone. The difficult journey to
true beauty is not your mission alone, Cocoon will accompany you on that journey."

1.3. Vision

Cocoon's vision is to create vegan products free from animal derivatives to meet the
needs of Vietnamese people safely and effectively. Familiar ingredients in the daily
lives of Vietnamese people such as Dak Lak coffee, Ben Tre coconut oil, Tien Giang
cocoa butter, Cao Bang rose, etc. are all applied by Cocoon with the most advanced
technology to retain the maximum number of vitamins, and minerals and antioxidants in
the formulation.

1.4. Core Values

With passion and dedication, Cocoon Vietnam constantly develops to bring customers
high-quality 100% natural products. In addition, their products are always based on core
values from nature, humanity, and science, because what Cocoon cares about most is
community health and environmental protection.

1.5. Objectives

1.5.1. Health and beauty care for Vietnamese people:

 Using natural, safe ingredients: Cocoon prioritizes the use of natural

ingredients, which are clearly sourced and suitable for all skin types. They are
committed to not using toxic chemicals and ensuring transparency about the
origin of raw materials.
 Vegan products: Cocoon is committed to 100% vegan products, using plant-
based ingredients to provide optimal results.
 Inspired by Vietnam: The brand is inspired by Vietnamese natural ingredients
and aims to meet the special skin and hair care needs of Vietnamese people.

1.5.2. Business philosophy:

 Customer-focused: Cocoon positions itself as a companion on your beauty

journey, promoting healthy, radiant skin and hair.
 No Animal Testing: Cocoon is Leaping Bunny certified, which ensures that
their products are not tested on animals.

1.5.3. Policies

Sales Policy:

 Nationwide delivery: Cocoon provides nationwide door-to-door delivery

services for customers to purchase via website, fan page or hotline.
 Product returns: Cocoon supports product returns within 3 days from the date of
receipt provided that the product is intact with the label and has not been used.
 Warranty: Cocoon warrants the product within 14 days of receipt.
 Payment methods: Cocoon supports many diverse forms of payment such as
direct payment, payment via online payment gateway or payment on delivery
(COD).
Privacy Policy

 Confidentiality of customer information: Cocoon is committed to the

confidentiality of customer information in accordance with the provisions of
Vietnamese law.
 No spam: Cocoon only uses customer information to contact advice and
purchase support, not for spam or advertising purposes.

Other Policies

 Environmental Policy: Cocoon is committed to using environmentally friendly

packaging and minimizing plastic waste.
 Product Testing Policy: Cocoon is committed to not testing its products on
animals.

1.6. Human resources:

Cocoon was founded by three young people Nguyen Ngoc Bao, Nguyen Bao Tin
and Pham Minh Dung and was launched in 2013.

1.7. Financial resources:

During the epidemic period, when online business activities became more popular,
Cocoon's products exploded on social networking sites, attracting many customers,
from which the company's revenue also increased. According to Vietdata, in just 2
years from a revenue of nearly VND 13 billion in 2020, Cocoon has raised this
figure to VND 184 billion in 2022. Cocoon's profit after tax accordingly also
increased many times compared to previous years and reached VND 46.6 billion in
2022.

II.
2. Brand product category
2.1. Cocoon’s product

Figure 1: Cocoon's product portfolio

Cocoon's products are made from 4 main ingredients, including:

 Winter melon: Winter melon makeup remover, winter melon moisturizer, to

suit acne and oily skin types, because these lines are the most intensive acne skin
care tasks, helping to clean dirt, remove excess oil, unclog pores, and bring clean
and gentle skin. With the main ingredients such as pennywort, winter melon, tea
tree essential oil...
 Rose: Because our skin is subjected to both external and internal influences, this
causes the skin to become dehydrated and dull. With products in the rose line
with specialized moisturizing effects along with ingredients such as rose, HA,
Vitamins... so it will be suitable for dry, dehydrated skin
 Turmeric: With ingredients containing proteins, minerals, and essential oils and
especially curcumin, an extremely valuable active ingredient is a form of natural
polyphenol that has a very strong antioxidant effect (many times more than
vitamin E), and has antibacterial and anti-inflammatory properties, helping to
 quickly heal skin lesions. In addition, Curcumin also can partially inhibit the
formation of excessive melanin pigment, thereby helping to restore the skin's
natural healthy brightness
 Coffee: When it comes to Cocoon, everyone must mention coffee products,
because this is the most prominent and best-selling product line of Cocoon,
which is a combination of Dak Lak coffee beans and Tien Giang cocoa butter
that will bring the benefits of cleansing dead skin, helps the skin to be bright and
smooth and become even-toned.

In addition to a variety of products, Cocoon also has a variety of prices with different
volumes to meet all the needs of most customers.

Figure 2: The right price for each different volume

Figure 3: The price is suitable for each different volume, besides there are refill
products of the same volume but at a cheaper price
2.2. Reviews and comments:

 Cocoon is a brand that diversifies its product lines from skincare, hair care, body
and lip care. This has shown that Cocoon's products are aimed at all types of
customers and capture the psychology of customers. However, Cocoon has
brought a new breeze to Vietnamese users with products using completely pure
Vietnamese ingredients such as pennywort, winter melon or specialties of each
region such as Dak Lak Coffee, Cao Bang's roses or Ben Tre's coconut oil. ...

 Cocoon uses a product-appropriate cost strategy, mid-range pricing to attract

customers and increase product popularity by pricing mid-range products from
160,000 VND to 260,000 VND to meet the needs of all walks of life. At the
same time, it helps customers have more choices when buying products, suitable
for customer needs such as small capacity to try or large capacity to save money.
Making it easier for customers to make a choice for using a new product and
helping Cocoon maintain its position as a high-quality brand at an affordable
price.

 In addition to selling products at mid-range prices, Cocoon also creates value for
customers not only in retailing products but also provides a variety of services to
support and bring value to customers optimally by creating product combos.
This creates customers who want to experience many diverse products at the
same time without having to worry about prices, helping to save money and time
and be able to experience more products.
 Figure 4: Some product combos of Cocoon

 In general, Cocoon's products have met the vision, mission, and core values that
Cocoon has set, which is 100% vegan products that do not contain animal origin but
raw materials from coffee, roses, turmeric, winter melon, are all applied by Cocoon with
the most advanced technology to retain maximum vitamins, and minerals and
antioxidants in the formula. This further proves that Cocoon really cares about the
health of the community and environmental protection.

In addition, the target customer segment that Cocoon wants to target is men and women
aged 18-35 years old who love nature and freshness, from people who do not have a
stable income to people who already have an income, with the unique prices that
Cocoon brings are completely in line with the target customer segment that Cocoon
wants to target.
3. Brand positioning
3.1. Cocoon’s brand positioning
- Launched in 2013, once known by many consumers for its benign natural
products, in the past 3 years, the name Cocoon has suddenly attracted attention
again in the domestic beauty market, not only because the packaging is very
beautifully renewed, meticulously, but also because the humanistic messages are
portrayed more and more clearly. Cocoon is a pioneering cosmetic brand for
veganism in Vietnam, with a commitment to not using ingredients of animal
origin and not testing on animals.
- Cocoon positions itself as a vegan cosmetics brand "Made in Vietnam".
Vietnamese elements are clearly imprinted in each product of Cocoon. Looking
at the product portfolio of this brand, you will see that it is no different from
looking at a map of the typical products of each region of the country. From Dak
Lak coffee to Ben Tre coconut, from Tien Giang cocoa butter to Cao Bang
roses, grapefruit, Sachi, pennywort, winter melon..., creating closeness and
familiarity for customers.
 Figure 5: Cocoon's product raw materials come from all regions of Vietnam
 As a result, Cocoon's products are effective for users from Vietnamese skin to hair.
This has helped the brand become different from the existing cosmetic products on the
market.

- The cooperation between Cocoon and local gardeners and agricultural

establishments has solved two problems at the same time: not only not wasting
the rich and auspicious plant resources that Vietnam is favored by nature, but
also contributing a hand to support the country's agriculture. improving the lives
of Vietnamese farmers.

Figure 6: Cocoon cooperates with farmers nationwide

 Cocoon has succeeded in positioning its brand as a natural, vegan, and eco-friendly
cosmetics manufacturer for the Vietnamese market.

3.2. Strengths of Cocoon brand positioning

Product:
 Ingredients: Using natural, vegan, sustainably grown and harvested ingredients.
Providing effective, safe skincare solutions for sensitive skin.
  Packaging: All are designed and manufactured from paper to make it more
environmentally friendly, recyclable, or reusable, conveying the message of
environmental protection to customers. Today's customers prefer recycled
products and Cocoon's bottle products are recyclable, saying no to microplastics.
For example, PE, PP, PET, PS, PVC...
 Most of Cocoon's target audience is young Vietnamese, so researching the right
product for the skin is a necessity. With the hot and humid climate in Vietnam,
Cocoon has launched products with good ventilation and good hydration for the
skin.

Price:
 The price is reasonable, suitable for the pockets of Vietnamese consumers. With
a reasonable price from 115,000 VND / 200ml jar, it is enough for users for
about 2-3 months.
 Regular promotions help the product reach a wider range of customers.

Distribution System

 Cocoon distributes products widely so that customers can easily access them.
Currently, the Cocoon brand has many branches and agents across the country,
in 9 provinces and major cities: Hanoi, Da Nang, Ho Chi Minh, Hue, Binh
Duong, Can Tho, Dong Nai, Ba Ria - Vung Tau, Thai Nguyen and has been
present at more than 300 points of sale at cosmetic distribution systems such as:
Watsons, SammiShop, Hasaki... and many other systems nationwide.
 Figure 7: Cocoon's sales systems

 In addition, besides traditional stores, Cocoon also sells online on 2 official

websites, cocoonvietnam.com and myphamthuanchay.com along with e-
commerce channels such as TikTok Shop, Shopee, Tiki and Lazada.

Figure 8: Cocoon's online stores on Shopee, Lazada, Tiki

3.3. Reviews and comments:

Due to the above strengths, Cocoon has achieved significant success:

 Favorite brand: Cocoon is highly appreciated by Vietnamese consumers for its

product quality, reasonable prices, and commitment to sustainable values.
 Revenue growth: Cocoon's revenue has grown steadily in recent years.
 Market expansion: Cocoon has exported its products to several other countries in
Southeast Asia.
The increasing demand for natural, vegan, and environmentally friendly cosmetics and
the trend of Vietnamese consumers are increasingly interested in and trust domestic
products, especially those with good quality and reasonable prices, also help a lot for
the success of Cocoon.

3.4. Improve

 Raising brand awareness: Cocoon needs to continue to promote marketing

activities to increase brand awareness, especially in regions outside Vietnam.
 Product Development: Cocoon needs to continue to develop new products to
meet the increasingly diverse needs of its customers.

 Overall, Cocoon has had a successful brand positioning strategy. With the
existing strengths and efforts to improve, Cocoon can continue to grow even
stronger in the future.
4. Brand Elements

4.1. Brand name

Figure 9: Cocoon's brand name

Simple, easy to pronounce and spell

 Short & Clear: "Cocoon" is a short, six-letter name, easy to remember, spell, and
pronounce, making it easy to communicate. This creates a positive first
impression and promotes customer remembrance of the brand.

Meaning and familiarity

 Positive association: "Cocoon" evokes a feeling of comfort, safety, and

protection from nature – in line with the brand's values.

=> Potential limitations: For non-English speakers, the meaning may not be noticeable.

4.2. Logos and symbol

 Figure 10: Cocoon's logo

 On the logo is an image of Vietnamese women wearing traditional áo dài

and nón lá. The design captures graceful and delicate lines, exuding a sense of
confidence and freedom. It symbolizes the beginning of a new era for
Vietnamese women, combining tradition with modernity and enhancing the
status of Vietnamese women.

 Simple and easy-to-read typeface: The Cocoon logo uses a clear and easy-to-
read typeface. This simplicity is in line with the overall aesthetic of the brand,
emphasizing purity and natural ingredients.

 Color: The main colors of Cocoon cosmetic logo are brown and black
- Brown: Symbolizes naturalness, simplicity, and connection with nature,
in line with Cocoon's use of natural ingredients.
- Black: Black brings sophistication, elegance, and sophistication to the
logo.

=> This combination creates a balanced, visually appealing, and memorable logo. It
reflects Cocoon's commitment to providing natural, safe, and high-quality cosmetic
products.

 In addition to brown and black as the main colors, Cocoon also uses white -
Symbolizes purity, grace, and lightness, bringing simplicity and cleanliness.
This additional color creates variety and highlights specific products in the
Cocoon brand.

4.3. Slogan
 Figure 11: Cocoon’s slogan

 Design Slogan - Product-related message: "Mỹ phẩm thuần chay - cho nét
đẹp thuần Việt"
 This slogan is still used by Cocoon since 2019 and has become part of the brand
identity.

This slogan expresses Cocoon's commitment to:

 Use natural ingredients and do not test on animals.

 Protect and honor the natural beauty of Vietnamese women.

 This slogan is highly appreciated for its brevity, easy to remember and convey
the message clearly. It has helped Cocoon attract a lot of attention from
Vietnamese consumers

4.4. URL:

- Hiện tại COCOON chỉ có một trang web chính thống đó là: cocoonvietnam.com/
 Figure 12: Cocoon’s website

 Consumers can recognize the brand's genuine website through the vietnam.com
ending, but there is also a limitation that it will be confused with 1 or 2 "o"
letters when typing, and Vietnamese people using the Telex keyboard will easily
press "ô".

4.5. Package

Cocoon's packaging always emphasizes simplicity but still retains beauty and elegance.
Use images of natural ingredients on product packaging. Information about the product
such as ingredients, uses, and usage are clearly printed on the product. The Cocoon logo
is placed in a prominent, recognizable position, brand name, guarantee stamp, batch
number, production date, barcode... are printed on the packaging and the box.

 Most of them will be made of plastic with tones such as brown, dark blue,
compact, not taking up much space, convenient to carry.

 Outer packaging: the container is made of paper with a very eye-catching

design.

 Shipping packaging: designed with carton to preserve and transport products,

avoid damage and sea substances during transportation.

 All packaging is made of friendly paper, no plastic curtain lamination,

recyclable product bottles.

 Cocoon also cleverly puts the culture of Vietnamese wood carvings into the
logos of materials such as winter melon, coffee, Sachi, grapefruit...
 Figure 13: Cocoon’s package

The meaning of the "sunflower" symbol on the packaging of cocoon products.

Cocoon's products all have the "sunflower" symbol on the packaging. This symbol is
licensed for use by The Vegan Society - a long-established educational charity in the
world that provides information and guidance on various aspects of vegan life. The
Vegan Society is also one of the organizations with authentic certification for vegan
products, based on 2 mandatory criteria:

 Completely free of animal-derived ingredients

 No Animal Testing

Each new product of Cocoon complies with regulations and complies with vegan testing
criteria from The Vegan Society before officially launching to consumers - lovers of
Cocoon vegan cosmetics.
 Figure 14: Cocoon product packaging with the "sunflower" symbol

Packaging of Cocoon products

 Winter melon serum: With a simple round cylinder design, earthy brown color
to focus attention on product information.

Figure 15: Design of the winter melon serum

 Dak Lak coffee face polish: With a typical coffee-colored packaging design,
customers can easily feel the ingredients and flavors of the product even when
not in use
 Figure 16: Design of Dak Lak coffee face polish

 Rose cleansing oil: COCOON chooses clear plastic bottles so that customers can

easily see the ingredients and quality of the product.

Figure 17: Design of Rose cleansing oil

Figure 18: Design of Hung Yen turmeric toner

Figure 20: Design of Pomelo hair tonic

 Figure 21: Design of Inca Inchi hair tonic

Figure 22: Design of sunscreen

Figure 22: Design of coconut and coffee lip balm

 Figure 23: Design of mask and gel cream

4.6. Gift System

Cocoon launched the tote bag with the desire to bring customers useful gifts in daily life
and accompany them in activities to reduce plastic waste. This is a gift when customers
buy Cocoon products.

Figure 24: Cocoon’s tote bag

COCOON X SUBOI - “LOVE YOUR NATURE”

In this campaign, in addition to the main product, which is a limited-edition squash

makeup remover, there are also other products such as T-shirts, cloth bags, and makeup
remover cotton. Cocoon was inspired by the 7-color flag of the LGBTQ+ community
and the message "LOVE YOUR NATURE" to design a limited edition of the product.
With the hope that this product will continue to spread the power and depth of love and
respect for the LGBTQ+ community, as well as honor the deep good values in each
person.
 Figure 25: "LOVE YOUR NATURE" Campaign Gift

4.7. Criteria for choosing brand elements

 Memorability

With a clear and unique logo design, slogan, and a separate slogan - "COCOON -
Vegan cosmetics - for pure Vietnamese beauty" helps the brand stand out and make a
strong impression on customers.

 Meaningfulness

The brand name "Cocoon" reflects the core values and benefits that Cocoon provides to
customers. The meaning of Cocoon is that the cocoon is like a "house" to cherish and
nurture small worms so that one day it will turn into a beautiful and splendid butterfly,
and a "home" to take care of the skin and hair of Vietnamese people.

 Cocoon's marketing message clearly and compellingly describes the

product/service, making customers feel that Cocoon is the right solution for their
needs.

 Likability

The overall design aesthetic of Cocoon, from the logo and packaging to the marketing
content, is visually appealing, dynamic, and aesthetically pleasing.

Elements such as colors, images, and language create a positive, memorable emotional
impression of the brand in the minds of customers.

 Adaptability

Cocoon's brand design is flexible and allows for easy updates and changes to elements
such as logos, slogans, colors, and more as needed.

For example, this month is "Pride Month", so Cocoon's logo has been changed to a
rainbow color representing the LGBTQ+ community in response to "Pride Month"
COCOON logo at normal COCOON logo on Pride Month

=> This will help Cocoon adjust its brand to keep up with changing market conditions
and customer trends.

 Protectability

Cocoon has registered intellectual property rights to prevent copying and comply with
decrees and laws for its brand elements.

At the same time, brand elements are also unique and highly competitive, making it
difficult for competitors to copy.

v.
5. Marketing communication program
5.1. Media marketing activities
5.1.1. Advertise:
 Cocoon has used online advertising channels such as Facebook, Instagram, and
Youtube to promote new products and campaigns.
 They also have offline advertising campaigns such as roadshows, displaying at
large shopping malls.
 On the Facebook channel, Cocoon regularly posts advertising videos introducing
new products, sharing skin care secrets. These videos reach hundreds of
thousands of views and interactions.
 On Youtube, Cocoon has its own channel with hundreds of tutorial videos,
product reviews, attracting more than 150,000 subscribers.
 Cocoon has also cooperated with large online shops such as Shopee and Lazada
to place ads and increase brand coverage.

5.1.2. Content Marketing:

 Cocoon focuses on creating useful, quality skincare and beauty content on blogs
and social media channels.
 They also regularly collaborate with KOLs and beauty bloggers to increase
brand coverage and credibility.
 Cocoon's blog page is regularly updated with articles on beauty trends, skin and
hair care, attracting thousands of visits every month.
 On Instagram, Cocoon shares beautiful images of its products, lifestyle, and
skincare, which have more than 300,000 followers.
 Cocoon also regularly collaborates with famous KOLs and beauty bloggers to
increase their credibility and reach new customers.

5.1.3. Promotions
 Cocoon regularly has promotions and gifts when customers buy products.
 They also organize contests and giveaways on social media to increase
engagement and attract new customers.
  Cocoon implements many promotions such as discounts and gifts when buying
products, especially on holidays and major events.
 They also organize contests and giveaways on Facebook, Instagram with
attractive prizes such as full-size product sets, purchase vouchers, etc.

5.1.4. Experiential activities:

 Cocoon has stores displaying and selling goods in large shopping centers,
helping customers experience products directly.
 They also organize skincare events and product introductions at the store.

Thanks to these diverse marketing activities, Cocoon has achieved positive results
such as:
 Annual sales growth of over 30%
 The number of followers on social media reaches more than 500,000
 Many "best-seller" products and received high praise from customers

Cocoon opens stores to display products in large shopping centers, helping customers
experience products directly.

They regularly organize skin care events, workshops to guide beauty secrets at the store,
attracting many customers.

=> These are Cocoon's continuous efforts in building and developing Vietnamese
cosmetic brands.

These diverse marketing activities have contributed to helping Cocoon build a reputable
Vietnamese cosmetics brand, loved, and trusted by customers.

Cocoon, a Vietnamese natural cosmetics brand, has implemented many marketing

campaigns and programs to raise public awareness and protect the environment. Here
are the details of Cocoon's outstanding campaigns:
 5.2. Campaign

5.2.1. Campaign "Join hands to stop elephant riding"

Marketing activities:

 Social media: Use platforms like Facebook, Instagram, and YouTube to spread
the message through articles, videos, and images.
 Collaborate with celebrities: Invite KOLs and influencers to join to share the
message and encourage the community to stop participating in elephant rides.
 Events and workshops: Organize events and workshops on animal protection
and sustainable tourism to increase public awareness.
 Online advertising: Use Google Ads, Facebook Ads to reach a wider audience.

Campaign results:

 Increased awareness of the issue of elephant riding and encouraged thousands of

people to stop participating in this activity.
 Creating a strong wave of support from the community and animal protection
organizations.

5.2.2. Campaign "Join hands to protect bears"

Marketing activities:
  Multimedia campaigns: Use videos, images, and articles on social media
platforms.
 Community and collaboration: Work with animal protection organizations to
protect bears and other wildlife.
 Donations and Fundraisers: Organize donation and fundraising events to
support bear protection activities.

Campaign results:

 Successfully raised funds and contributed to the protection and care of dozens of
bears in rescue centers.
 Raise public awareness about the issue of protecting bears.

5.2.3. Program "Recall old batteries to protect the green earth" in 2024

Marketing activities:

 Battery Recycling Campaign: Organize battery collection points at Cocoon

stores and points of sale.
 Promote online: Use social media platforms and email marketing to inform and
encourage customers to participate.
 Collaborate with schools and businesses: Place battery recovery boxes at
schools and offices to increase engagement.

Program Results:

Thousands of old batteries have been recovered, reducing environmental pollution.

Creating awareness about recycling and environmental protection in the community.
 5.2.4. Campaign "Join hands to rescue stray dogs and cats"

Marketing activities:

 Social media campaigns: Use inspiring videos and articles about cat and dog
rescue stories.
 Donation and Adoption Events: Host events to encourage people to donate and
adopt stray animals.
 Partnering with animal rescues: Work with nonprofits to support relief
activities.
Campaign results:

 Hundreds of dogs and cats have been rescued and found new homes.
 Create a large movement in the community about the protection and care of
stray dogs and cats.

Cocoon's campaigns and programs not only focus on the goal of protecting animals and
the environment, but also create a great positive impact in the community. Cocoon has
succeeded in combining marketing activities with social goals, creating a responsible
and environmentally friendly brand image.