‘TRUONG DAI HOC KINH TE - LUAT —1— ) DAT HQC QUOC GIA THANH PHO HO CHi es cocoon ORIGINAL VIETNAM TIEU LUAN HOP BAO RA MAT SAN PHAM TAY DA CHET BODY COCOON VIET NAM Mon: Marketing c4n ban Giang vién : C6 Ngé Thi Dung Nh6ém thie hién : 15-oneT Mapes gif! Q Thang 12 nam 2021 &DANH SACH THANH VIE! 1 Hoang Thi Mai Thi 204031073 hom trang 2 ‘Nguyén Thj Cam Ly K204031038 3 Truong Ngoc Bich Quyén 204031062 4 ‘Nguyén Thj Hong Ngan K 204031046 s Lé Hé Hang Uyén 204030161 6 Duong Thi Thay Hoa 204031028 1 ‘Trrong Thi Thao Vy 204031089 8 Duong Thi Mai Phat 204031056 9 Duong Thi Ngge Huyén 204031040 10 Phan Thi Thanh Ngdn 204031047 WW ‘Nguyén Thj Héng Mo 204031040 2 (Cao Thi Xuan Lan 204041145 B Trromg Xudn My 204031042 14 Nguyén Thi Thay 204031077THU CAM ON! “Bau tién, Nhom 15 One-T ching em xin giti loi cm on chan thanh dén Truéng Dai hoe Kinh t8 - Luat, BHQG TP.HCM di dua mén hoc Marketing cdn ban vao chuong trinh giang day. Dae biét, ching em xin giri loi cam on sau sac dén giang vign b6 mén - Cé Ngé Thi Dung da day dé, truyén dat nhimg kién thite quy béu cho ching em trong suét théi gian hoc tap vira qua. Trong thai gian tham gia lép hoc Marketing can ban cia c6, 15 one_T ching em da cé thém cho minh nhiéu kién thite bé ich, tinh than hoc tap hiéu qua, nghiém tac. Day chic chan sé 1a nhimg kién the quy bau, 1d hanh trang 8 ching em 6 thé vimg bude sau nay. B6 mén Marketing cin ban 1a mén hoc thi vi, v6 cling bé ich va cé tinh thy té cao, dim bio cung thc, gn lién véi nhu cdu thye tign cia sinh vién, Tuy nhién, do vén kién thite con nhiéu han ché va kha nang tiép thu thye t& con nhiéu bé ngé, mac di ching em da cé ging hét sire nhung chic chin bai khé cé thé tranh khéi nhiing thiéu sét va nhidu ché cdn chua chinh xdc, kinh mong cé xem xét va gop ¥ dé bai tiéu Iuan cia em duge hoan thién hon. Ching em xin chan thanh cam on!” iiMUC LUC PHAN 1: NOI DUNG. 1 I. Téng quan: 1 1. Thuong higu my phim Cocoon Vigt Nam, 1 1.1, Téng quan vé Cocoon: 1 1.2. Y nghia thuong hiéu: 2 1.3. w3 14, 4 15, wa 1.6. Nguyén ligu Cocoon:.. 6 1.7. Thong tin lign hé 6 2. San pham ra mat “Tay da chét Body Cocoon Dak Lak”:.. seed 2.1. Ly do tgo ra san pham:...consonnensnnnensees 7 2.2, Si ménh san pham:.........ccssecseeeseee 8 2.3. Thanh pham:....cccsscssssssssssssseesssesesessseeessnnsseesesinene 24. ng dung: 10 2.5. Déi tugng khach hang:... 10 II, Phan tich doanh nghié 1. Phan tich yéu t6 vi mé Ll. 12. 13. 14. 2. Phan tich SWOT: 2A, 2.2. 3 TI. Chién luge Marketing - Xay dung ké hoach Hop bao ra mit sin pham TA chét Body Coccon Khao sat mtte d6 nhin biét vé thuong higu Coccon cia Kl ‘Nha cung c: ‘Nha phan phiéi:.. Khach han; ‘Déi thi canh tranh:. Bang SWOT ciia Cocoon: Chién luge kinh doanh: 17 ik Lak. 19 1. Myc tigu ké hoach chuong trinh Hop bao: 19 2. Ké hoach hop bao: 202A, joac back up chong trink:.... 20 1.1. Hop bao chinh thite: 41 2.2. Phan eéng nhan sy: 46 2.3. Dy tri kinh phi, 48 2.4, Timeline chuong trinh: 49 PHAN HAI: BANH GIA HIEU QUA CHUONG TRINH HOP BAO. 51 I. Khao sat y khién khach hang. 51 1. Muc dich khao sat:..... Déi tugng khao si Noi dung Khao sét:..... Poe Dénh gid higu qua chuong trinh hop bio... 3.1. Muc tiéu ban dau: 3.2. Danh gid higu qua chuong trinl 3.3. Myc tiéu sp toi I, Truyén thong Fanpage va Bao chi: 1 in Fanpage:.. 4, Tr6m B80 Chit. ccsnsnmtnntnminntesne 55 PHY LUC. ssssnsnnnnninntnnnaniantnninninntnnnainennasase 57 Form Khao sat khéch hing... 37 DANH MUC HiNH ANH Phan Hinh 1.1: My phim Cocoon........ sal Hinh 1.2: Loat my phim thuin chay Cocoon, 2 Hinh 1.3: Nguyén ligu thién nhig 23 Hinh 1.4; Cocoon dat chimg nhan cua Leaping Bunny va Vegan Society. 6 Hinh 1.5: The Cocoon original Viet Nam 7 Hinh 1.6: Tay da chét Body Coccon Dak Lak. 9Hinh 1.7: Tay da chét co thé Cocoon thanh phan thuan thién nhién.. Hinh 2. 1: Cocoon cé mi Hinh 3.1 An pham Fanpage 1 23 Hinh 3.2: An pham Fanpage 2. 25 Hinh 3.3; An pham truyén théng.. 27 Hinh 3.4: Thu mai 1 30 Hinh 3.5: Thu méi 2... Hinh 3.6: Khung anh tri an Shoppe .... Hinh 3.7: Khung anh tri an Hasaki.... Hinh 3.8: Tay t8 bao chét da mat Cocoon.. Hinh 3.9: Hinh anh san pham.. YHinh 2A: Lecsesee, Hinh 2, 2: Preview bai béo 2.. bai bao DANH MUC BANG Ph Bang 2.1: Cocoon Swot.... 116 Bang 2.2: Xay dung chién luge dya vio bing Swot... wT YBang 3.1: Bai ding truyén thong Fanpage. 26 Bang 3.2: Thanh tich ca si Min... 132 Bang 3.3: Kjch bin TVC. 33 Bang 3.4: Cau hoi phong van... Bang 3.5: Phan cng nhan sv... Bang 3.6: Chi phi dy tra, Bang 3.7: ‘imeline chuong trinh... Phan 2Y Bang I. 1: Myc tiéu ban dau ctia budi Hop bao. 52Bang |. 2: anh gia higu qua budi Hop bio...... DANH MUC BIEU DO Ph Biéu dé 1.1: Khao sat dau higu xudt hiGn trén da (body) (91 cau tra 163). wT Bidu dé 1.2:Khio sit cdc téc nhn da (body) thudng gp (101 eau tra lai). 8 YBiéu dé 2.1: Khao sat mic d6 nhan biét Cocoon (101 ngudi) eal Biéu dd 2.2: Khio sit phuong thite biét dén Cocoon ( 89 edu tri Idi)... Phan 2 YBiéu dé 3. 1: Khao sat mt gi 43 long chi tra cho sin phim, viiPHAN 1: NOI DUNG I. Téng quan: 1. Thuong higu my phim Cocoon Vigt Nam 1.1, Téng quan vé Cocoon: Cocoon li thong higu my pham Tryc thuéc céng ty TNHH Mj pham thién nhién NATURE STORY chuyén cung cap cdc sin phim lim dep duge sin xuat, chiét xudt tir 100% tir thién nhién. Cac sin pham Cocoon da duge thir nghigm ching thyc la higu qua va an toan tuyét déi voi ngudi sir dung. Quy trinh san xudt 14 hoan toan thi céng, tuén tha theo céng thite cé truyén, cdc giai doan ché bién ti mi, luén lam sach va khir tring dung cu tiép xde trong qua trinh san xuat Voi triét ly " Thye sy 1A thién nhién", ching t6i ludn hudng t6i mye tiéu phat trién bén vitng cho chinh Céng ty va cho khich hang cia minh. Trai qua hon 7 nim xay dung va truéng thanh, tap thé inh dao, can b6 céng nhan vién Céng ty di nd lye khong ngimg xay dung va phat ign. Hign nay COCOON ¢é cae dong sin pham dip mat na duéng da sach mun, mé ném, tan nhang, duéng méi. tri mun dau den, dic biét san pham tri rung téc. 10 San pham cita céng ty: * Cao bi dao cocoon © Cao khé qua cocoon © Cao v6 budi cocoon © Than hoat tinh = * Cao tinh nghé cocoon Blackhead Scrub© Dudng téc tinh dau busi - © Dau olive. Pomelo © Dau dita. © Son duéng méi - Lip Care © Diu cam gao. NaC Do hcg Do Mc Vl) Hinh 1.2: Logt mj phim thuan chay Cocoon Nhing sin phim Cocoon dugc tao ra bing ca tam huyét va niém dam mé, hay tan huéng san phim hoan todn tir thién nhién nay bing sy tin twang tuyét di, ca tinh yéu va niém vui giéng hét nhw céch ching t6i da tao ra ching! Cac dong sin phdm cia cocoon duge nghién ciru rat k¥ vé qué trinh san xudt, nguyén ligu san xuat, tt dé Cocoon cho ra déi sin pham that hon hao, that chat hrong dé mang dén mét ligu trinh diéu tri an toan va higu qua dé lam dep bing cdch hoa minh vao thién nhién. “COCOON - Mj phém thudn chay - cho nét dep thudn Vigt” 1.2. Y nghia thwong higu: Cocoon nghia la “cai kén”, cai kén nhu 1a “ng6i nha” dé u 4p, nudi duéng con siu nh6 dé dén mét ngay sé héa thanh nang buém xinh dep va lng ly. Tir ¥ nghia nhw thé, Cocoon chinh 18 “ng6i nha” dé chim séc lan da, mai téc cia ngudi Vigt Nam, gitp cho ho tré nén xinh dep, hoan thign hon va téa sing theo cach ciia chinh hg. Cocoon ra di véi mot ly do don gidn 1a lim dep cho nguéi 2Tao hoi ‘Viét tit chinh nhiing nguén nguyén ligu gan gili, quen thude. ‘ing rat wu 4i cho thién nhién Vigt Nam ching ta m6t thé giéi thye vat v6 cing phong phi tr cdy trai dén thio duge. Bén trong ching an chtta nhimg duéng chat quy gid khéng chi an rat ngon ma con rat tot khi dua lén lan da va mai toc, Chinh vi thé, chang cé ly do gi dé chung tdi tir chéi m6t nguén nguyén ligu sin c6 va tuyét voi dén vay. Hinh 1.3: Nguyén ligu thign nhién Mf pham cing giéng nhu thyc pham déu 1a nhimg “mén an bé duéng” mang dén vé dep cho con ngudi. Véi su tién b6 cua x4 hdi, con ngudi cé xu hudng tim kiém cac loai thite an tir thye vat dé bao vé site khée. Song hanh véi tu duy nay, my phim thuan chay cing bat dau tré thinh xu huéng yéu thich cla nhiéu nguéi theo 16i séng xanh. Dé chinh 1a ly do théi thie Cocoon nghién ctu va khéng ngimg cho ra déi nhiing sin phim my pham 100% thuan chay git tron dung chdt cia thye vat Viét Nam, an toan, linh tinh, khéng str dung thinh phan tir dGng vat va néi khOng véi thir nghiém trén dong vat. 13. Triét ly: Ching ti 1a nhimg ngudi yéu thién nhién, luén say dim trong vige kham pha cdc nguyén ligu quen thudc trong dai séng hing ngay cia ngudi Viet Nam tir rau cli, trai cay, dé 1am sao dé dita ching vao trong cdc sin phim my phim ma cdc chit dinh dudng cia ching duge git lai mét cach nguyén ven va hoan hao. Nhiing thye pham nay rat gidu vitamin, chat chéng oxy héa va cdc khong chat dé tang cudng site khée ca Lin da. Vay cn gi tuyét voi hon 14 dua ching lén ich tron ven nhat cé thé.Qua qua trinh nghién ctu va thir nghiém, nhing céng thite duge hinh thanh va tr nén hodn hio. Ching da phat huy tic dung va dap img duge mong méi cia ngudi Vigt: an toan va higu qua Déi vi ching tdi, nhimg gi dua Ién da phai an toan, higu qua va khong cé nguon géc tir dng vat. 1.4, Sir mgnh: Ching tdi duge sinh ra dé mang lai cho ban mét lan da, mét mai téc Iuén khée manh, tré trung va tran day ste song tir nhimg ngudn nguyén ligu don gian va gan giii ma ban an hang ngay. Ching tdi luén gitt m6t nhiém vy trong tam tri: ap dung céc Igi ich cia thc phim quanh ta két hop véi su hiéu biét khoa hoc dé tao ra cac sin pham my pham an toan va higu qua cho tat ca moi ngudi. Hanh trinh gian nan tim dén vé dep thét sy khong phai la nhiém vu cua riéng ban, ching tdi sé cing ban di trén hanh trinh 46, Luén luén 1a nhu véy, mai mai a nhu vay. 15. Cam két: 100% nguyén ligu cé nguén géc ré rang va an todn cho lan da: day 1a 1oi bira va cam két tuyét déi ctia ching téi. Tat ca thinh phan nguyén ligu trong cdc sin pham eta ching tdi déu cé chimg tir chimg minh nguén géc xuat xir tir ede nha cung cp nguyén ligu trong va ngoai nuée. TAt ca cde sin phim my phim truée khi duge dua ra thi tung déu duge nghién ctu th 12 dén 24 thang, duge thir nghiém dé vugt qua cdc bai kiém tra vé vi sinh, pH, d6 én dinh theo théi gian, theo nhigt 49, 6 kich ting (theo tigu chun ciia trung tim DRC Nhat Ban 6 chi nhdnh tai Thai Lan) va phai dip img day di cée quy dinh va vige luu thong trén thi truéng theo quy dinh cia BO Y té Viét Nam. Tat nhién, céc sin phim cla chung t6i duge diéu ché sé khéng c6 cdc thinh phan nhuparaben, formaldehyde, phthalates, hydroquinone, triclosan,.... Trén thye té, ching t6i cdm hang trim thanh phan nguy hai va thudng xuyén cp nht danh sdch nay theo tiéu chuan cua b6 y té Viét Nam. Ching t6i lu6n luén lam diéu nay vi ching t6i tn trong lujt phap va lan da cua ban.100% thuiin chay: ching tdi khéng stt dung cae nguyén ligu c6 nguén goc tir <6ng vat thudng thdy trong my phim nhu : mat ong, sép ong, mé long eiru, nhau thai ciru, dich dc sén, dau gan ca mép, to tim,.. Thay vao d6 ching t6i van dung chiét xuat tir thye vat ma khong va phat huy tdi da kha nang cia cac hoat chat an dén sy hé tro cia cdc nguyén ligu cé nguén géc tir dong vat. 100% khong bao gid thir nghigm trén dng vit: céc céng thite my phim cia Cocoon duge nghién ciru va duge thir nghiém bang cac bai kiém tra trong phong thi nghiém (in-Vitro test) hoc trén cdc tinh nguyén vién (in-Vivo test). Bing théi cdc nha cung cp nguyén ligu cing song hanh va cam két rang ho cing kh6ng thir nghiém trén déng vat trong qué trinh nghién ciru va sin xudt ra nguyén ligu dé. Chung t6i khong thye hign céc bai thir nghiém Ién dong vat nhu: thé, chuét, long 46 trimg ga da thy tinh,... vi tinh nhan dao va loi hita bat di bat dich véi khach hang va cOng dong, Cam két luén di déi voi hanh dong COCOON rat vinh dy 1a thuong higu my phim Viét Nam dau tién duge thong qua trong chuong trinh Leaping Bunny cam két khéng thir nghiém trén déng vat cfing nhu khéng cé sy tan dc déi voi déng vat cia té chire Cruelty Free International va duge chimg nhan khéng thir nghiém trén dong vat tr té chire bao vé quyén Igi dng vat PETA. Ching t6i khong thye hign cdc thir nghiém trén dng vat va cling khong yéu cdu cae c6ng ty, 16 chire hogc cd nhn nio khéc thye hign cdc thir nghigm trén dong vit duéi thuong higu cia ching ti, COCOON ty hao khi tham gia vio hai chuong trinh toan clu Leaping Bunny cia Cruelty Free International va Beauty Without Bunnies ciia PETA. Day 1a hai chuong trinh bao vé va cam két khong c6 su tan de déi véi dong vat uy tin nhat trén thé gidi. Trong d6, Leaping Bunny duge xem 1a “tigu chudn va phim my phim, chim cd nhan va gia dung. Tinh dén nay, trén toan thé gidi da cé hon 1.000 thuong higu duge chap thudn trong chuong trinh nay. ‘Tat ca cdc sin pham my pham mang thuong higu COCOON déu duge phé duyét theo chuong trinh Leaping Bunny va PETA va duge gin biéu tugng “con thé” 5Ching t6i tuan thi: cae trén bao bi dé gidp ngudi tiéu ding chinh sich va chi dng gidm sit cdc nha cung cAp dé dim bio ring san phim cua ching 16 tiép tue tuan thi cdc tiéu chi ciia Leaping Bunny va PETA. Ngoai ra, cae sin pham cia COCOON a 100% thuan chay, duge ding ky béi t6 chire The Vegan Society - mét t6 chite tir thign giéo duc lau déi trén thé gidi, cung cdp théng tin va huéng din vé cac khia canh khdc nhau ciia cuéc séng thuan chay. V6i biéu tugng “hoa huéng duong”, The Vegan Society ciing la mot trong nhimg chimg nhan uy tin xéc thyc cho cac sin pham khéng cé thanh phan tir dong vat va khong thir nghiém trén dng vat. ANIMAL TEST-FREE VEGAN Hinh 1.4: Cocoon dat ching nhgn cia Leaping Bunny va Vegan Society 1.6, Nguyén ligu Cocoon: Thién nhién Viét Nam luén wu di "con dan cia minh" bang viée tao ra nhiéu loai thye vat dem lai loi ich tuyét vai khong chi cho lin da, ma edn cho site khée con ngudi. Khi Cocoon tim théy mét thanh phan "dit gia" nao, thi chée chiin ching sé rat tét, mang lai higu qua cao khi sir dung, nhung cing an toan va than thién véi Kin da va méi trudng. 1.7. Thong tin lign hé: Céng ty TNHH mj phim thign nhign Nature Story CSSX: 14D1, P Tan Théi Higp, Quan 12, THHCM VPGD: 80/2A Cong Hoa, P 4, Q Tin Binh, Tp HCM. Email cocoon,com.vn@gmail.comWebsite: www.cocoon.com.vn Hinh 1.5: The Cocoon original Viet Nam 2. San phim ra mit “Tay da chét Body Cocoon Dak Lak”: 2.1. Ly do tao ra san pham: Ching téi da tién hanh khao sat trén 101 ngudi vé tinh trang da cing nhw nhu cu str dung sin pham tay da chét. Két qua khao sat cho thay phan én da nguéi Khao sat xudt hign nhiing tinh trang nu xin mau, khé sam, sin sii. Phin lon ngudi duge khéo sit cho ring ho gp nhimng tae nhén c6 hai cho da nhu thoi gian lam vigc/hge tp khéng én dinh, tiép xtc véi khi bui, tia UV va khong dap img da cée nhu cau vitamin cho co thé. Tir sé. 'n, ching t6i nhan thdy nhu cdu sit dung sin phim tay da chét & mite cao. Chang t6i, ra mat sin phim Tay da chét body Cocoon Dak Lak mong muén mang dén mét sin phim tay da chét thudn thign nhién mang lai cho ngudi tiéu ding lan da khée manh, mjn man.SSSotents ms vnglirg mse, sins ise —— red cong Biéu dé 1.1: Khéo sat dau higu xudt hign trén da (body) (91 cau tra loi) Ban cé nhdn thay co thé (BODY) cla minh thudng xuyén g39 nhing tac nnan dudi day? ig dg chad Biéu dé 1.2:Khéo sdt cdc téc nhan da (body) thuéng gap (101 cau tra loi) Phai dep déu yéu thich mét lin da sang min va theo dudi tinh thin "Lim dep nhan do” . Vi vay ma COCOON muén dap img nhu cau Lim dep eta chj em nén da thy hign nghién ctu va sing tgo ra sin phim cd phé Dik Lak tly da chét co thé, Trai nghiém tir ca phé Dak Lak dén dita Bén ‘Tre, tit bo ca cao Tién Giang dén hoa héng Cao Bing rdi cde nguyén ligu ty nhién khéc nhu budi, sachi, rau ma, bi dao,... trai qua qué trinh san xudt dp tg tiéu chi CGMP cia B6 Y Té, COCOON da cho ra mt sn phim véi gid thinh vira phai va rét durge phai nit wa thich. 2.2, Str ménh sin phim:Ching t6i duge sinh ra dé mang lai cho ban mot lan da , mt mdi téc Iuén khée manh, tré trung va tran day site séng tix nhing nguén nguyén ligu don gian va gin giii ma ban dn hang ngay. Ching ti ludn gitt mot nhigm vy trong tam tri :4p dung cdc Igi ich cua thye phim quanh ta két hop vi sy hiéu biét cua khoa hoe 8 tgo ra cdc sin phim my pham an toan va higu qua cho tat ca moi ngudi, ban, ching vay”. Hinh 1.6: Tay da chét Body Coccon Dak Lak 2.3. Thanh phn: Cfc thanh phan chinh gém: + Caphé Dik ti Ig hoan hao, dm bao lam sach ede té bao chét trén da nhung khéng gay tn : hat ed phé trong san phim duge xay nhuyén va sing loc véi thuong dén lan da.Hat ca phé 06 tae dung cao trong vige chéng oxi héa, dic bigt cafein trong hat ca phé sé gitip lan da tré nén sin chide , du mau, mang Jai lan da mém mai, rang 1% va nhigu nang rong. * Boca cao: duoc khai thac tai ving dat Tién Giang, cacao thé, chua qua tinh ch it gidu chat béo cé Igi, c6 kha nang gitt 4m cao, lim da,va cai thign nhing ving da bj chai san.Hinh 1.7: Tay da chét co thé Cocoon thanh phn thuan thién nhién Thanh phan day di: Aquahwater, Coffea Arabica(Coffee) Seed Powder,Cetearyl Alcohol, Cocamidopropyl Betaine, Carthamus _ Tinctorius (Safflower) Seed Oil, Glyceryl Stearate, C15-19 Alkane, Glycerin, Ceteareth-20, Ceteareth-12, Theobroma Cacao (Cocoa) Seed Butter, Butyrospermum Parkii(Shea) Butter, C10-18 Triglycerides, Olus Oil, Cetyl Palmitate,Glycine Soja (Soybean) Sterols, Phospholipids, Glycolipids, Hydroxypropyl Starch Phosphate, Glycine Soja(Soybean) Oil, Sodium Stearoyl_ Glutamate Acrylates/C10-30 Alkyl Aerylate Crosspolymer, Tocopherol, Xanthan Trisodium Ethylenediamine Disuccinate 2.4, Cong dung: © Tay da chét todn than © Han ché hinh thanh mun dic © Lam sach lép sig cimg dau biét 6 ving lng trén da, cudn tréi bui ban va ba * Lam da min mang, sach khoe nhon gay tie nghén 1 chan ngay sau khi tdy da cl long © Lam déu mau da va dung * Bé sung cdc dudng chit gitip sng min da cling c6 hang rio bio vé da 10+ Gilt da sach sé sing don lam dep tigp theo, nh§n dung chit 6 cic buée 2.5. Déi twong khach hang: 1u day nén sir dung sin phim COCOON Dak Lak Coffee Body Nhiing trudng hop sa Polish dé tiy da chét * Lan da 06 nhiéu byi ban, ba nhén gay bit tac 16 chan léng. da khé sam, san sii va khong déu mau, © Lan da o bung,bap tay, diti cé nguy co bi ran da do mang thai, lén cn hodc gidm can trong théi gian ngan, © Lan da co thé xuat hign cdc vét nhan do lao héa sém. + Lan da nhay cém nén muén chon san pham ti nguyén ligu hiru co, khong chita chat gay kich tng. Lieu ¥: San phdm Khéng ding cho tré em vi cé lan da non nét, déng thei khong diing trén vét thong hé- dé trénh lam tinh trang nding hon, iI. Phan tich doanh nghiép: 1. Phan tich yéu t6 vi mé: Ll. 1.2. Nha cung cp: ‘MGi san pham cia Cocoon [a mét mén qua dén tir thién nhién nude Vist ma cy thé 1a nhiing ving dat nhu: Thanh Héa, Dak Lak, Gia Lai, Tién Giang... ‘Tat ca nhimg nguyén ligu ty nhién déu duge Cocoon thu mua tryc tiép tir nguéi néng dan ngay tai dja phuong, két hyp véi cdc hoat chat, vitamin, hé nén duge nhap khau chinh ngach tir cdc nuée nhu: Phap, Ditc, Nhat Ban...... tong thé tao ra mét san pham my pham hoan chinh. Qué trinh nay duge nghién ctu va thir nghigm vé 4 én dinh va tinh an ton tir 6-12 thang trude khi dwa ra thi trong, Bén canh 46, diém mau chét giip Cocoon tao nén mét san phim my pham an toan va cé 46 én dinh cao 1a nhé vao day chuyén va ky thuat san xuét hign dai, dy trén tigu chuan theo CCMP ciia B6 Y TE Viét Nam. ‘Cac sin pham eta Cocoon duge kiém tra dé kich img bang hinh thite dat nhiéu miéng dan chita mét Iwong nhé san pham lén da cia 50 tinh nguyén vign tai trung tim kiém nghigm DRC — Dermis Research Centre Nhat Ban c6 chi nhanh tai Thai Lan duéi sy gidm sat cia cée chuyén gia da ligu. Nha phan phdi: Thuong higu Cocoon di cé mit tai hon 300 diém ban ta hé théng phan phéi my phim nhu: Watsons, guardian, hasaki, sammi shop, beauty garden, bo shop, skin house,...va nhiéu hé théng khac trén ton quéc. 12cOCODN CO MAT Tal HON 300 wences Quam — Hinh 2.1: Cocoon cé nt nc mat tei hom 300 diém bin + Ngoai ra, bén canh nhimg cita hing truyén théng, Cocoon eiing ban tre tuyén tren 2 website chinh thie 1A myphamthuanchay.com eng véi cdc kénh thuong mai dién tr nhw Shopee va Lazada. 1.3. Khach hang: Kh&ch hang muc tiu cua MY phém Cocoon I& bé phan gidi tré, hoc sinh, sinh vién va dan van phdng cé nhu cdu chim séc da, muén cho lan da tré nén min mang, déu mau hon vdi mét san ph&m gid ca phai ching va nguén nguyén ligu 100% cé nguén géc ré rang va an toan cho lan da. 1.4. Déi tha canh tranh: 1.4.1, Thi trwong noi dia: ‘Thi trong néi dia: * My pham Bare Soul «MY pham Naunau * My pham Giot lanh B- Tai Viét Nam, Cocoon duge biét dén 1a mét trong nhiing thuong higu dén xu huéng my phim thudn chay. Mc di 1d m6t c4i tén rat méi mé trén thi truéng nhung Cocoon lai gay duge nhiéu “tiéng vang” khi nghiém tic dua duge nhimg cam két thuan chay cua minh én tam quéc té va vugt mat cac hang my phim thudn chay ngi dia khi 1A mOt trong nhiing thuong higu my pham ni dia dugc yéu thich nhat tai thi truéng Viét Nam. - V6i mét sé thanh tyu dat duge nhu: coon da chinh thite tro thanh Cocoon cing 14 nhan hang my nhan hang Viét Nam dau tién duge phim Viét Nam dau tién duge chap thuan trong chuong trinh Leaping Bunny cia 6 chite Cruelty Free International — mét trong nhiing chuong trinh dam bao qué trinh san xudt khéng thi. chimg nhan “khéng thir nghigm trén dng vat va thuan chay” béi t5 chite bio vé quyén Igi déng vat toan cau PETA va chimg nhan thuan chay cia Hiép héi thuan nghiém trén déng vat n chay thé gidi (The Vegan Society). nat thé gidi, Bén canh dé, viée chinh phuc nguéi ding bang nhiing sin pham chat Iugng, bao bid nhiéu chuong trinh y nghia huéng dén méi trvdng da tao ra nhiing Igi thé canh tuong cing nhv truyén cam himg va lan téa nhiing théng diép tich cue qua tranh gitip My phdm Cocoon vuot mit cdc thuong higu my phim ndi dia. 1.4.2. Thi trudng ngoai: * The body shop © My phim Sukin © My phim thuan chay Dear Klairs,... - Nhiing hinh anh vé kem tron kém chat Iugng duge quang céo nhan nhan, vé my pham khong 16 nguén géc duge bay ban tran lan trén thi trudng da it nhiéu khién cho niém tin cia ngudi tiéu ding Viét d6i voi my pham Viét Nam bi lung lay. Tir dé nhé vao chat Iugng san pham va hinh thite bat mat, nhimg 14thuong higu my pham tir nude ngoai di nhanh chong chép lay thi co tao dung niém tin méi noi ngudi tigu ding Viét. Tuy nhién Cocoon ra dai da dem dén m9t lin gié méi cho thi trugng My phim ndi dia, khéng chi dimg lai 6 viéc mang dén cdc san pham chat lugng tét, ma dep, thudn tign khi ding ma thuong higu ndy cdn mang dén nhing gid tr sau sic cho ngudi sir dung. Mai sin pham Cocoon tao ra déu mang mét nét rat rigng ciia thién nhién Vigt Nam. Cing véi cdc chién luge marketing higu qua, ita hen Cocoon sé la mét trong nhimg thuong higu my phim nhan duge sy Nam yéu thich tir cdc khach hang trong nude va mang hinh anh my phim yon tim quéc té. D6i tha canh tranh cia sin phim Ca phé Dak Lak va bo Cacao tay da chét toan than: © Tay té bao chét Organic Coffee & Sugar body scrub © Tay té bao chét Huxley secret of sahara scrub mask sweet therapy Tay té bao chét St.lves fresh skin body scrub @ Tay té bao chét Dove Exfoliating body polish © Mudi tim A Bonne Spa Milk Salt © Gel Scrub Coffee & Cinnamon Cloves Tuy nhién, voi nhiing wu diém ni bat nhu: Thiét ké tign Igi va chéie chan, dé dang tim kiém sin phim va mua hang; La san phim thudn chay - thudn Viét tir thién nhién an toan cho lin da. Mui huong cd phé ty nhién d& chju khi ding; Gia thinh san phim hop li va tuong déi ré so véi chat Iugng sin phim mang lai; Mang lai higu qua giip da min mang hon tir thing dau tién str dung... San phdm tay da chét toan than cd phé Dik Lak va Bo cacao Tién Giang cia nha Cocoon lun 1a mét trong nhimg Iya chon duge ede tin a3 skincare wu 4i 1s2, Phan tich SWOT: 24, Bang SWOT ciia Cocoon: 162 VEGAN, DIEM MANH piEM YEU Nhu edu sit dung my phim Canh tranh khéc ligt vé nguén ngudn géc tir thién nhién gia hang, gid ca, chuong trinh tang. . Thj phan my pham néi dja dang. dan vuon Ién vi tri cia minh , truée thi phan my phim quéc té. ‘Nguéi tigu dig di hoi ngay Chink sich cia Nha nude cng khat khe hom, mong dgi khuyén khich “Ngudi Vigt Nam_ nhiéu hon gid tr sin phim. dig hang Vigt Nam”. ‘Tam If chugng hing ngoai ciia Hié sinh thai bén vimg va ton gui Vigt trong si sng cua mu6n loai ‘Thich thite tir nén ting cing truyén cém hing tich exe. inghé trong thoi ky new normal Xu huéng kinh doanh thong hau dai dich, mai dign ti. ¥ He ai Non mLeLes San phim 100% thuin chay: khong sir dung cde nguyén liga tir dng vat mi hodn toan tt thin nin. Gis cd hop ly, 48 chdp nhéa v. ngudi thu nhdp thap ~trung binh Hang Vigt Nam chat long cao, dt tu chun Qui Pha séng hom 1.000 be théng va cée eta hing my phim lon no trén 63 tinh, than phd Ngudn nguyén ligu eye ky “thud Vigt nhu: bi dao, rau ma, ca phé.. 06 sin trong nude, Bang 2.1: Cocoon Swot 172.2. Chién Irge kinh doanh: Vigt Nam di 6 nhiéu nguyén ligu thién nhién tiém ning cé kha ning tao gid tri cao, gid thinh thip. Véi co hdi cd sin tir thi truong ndi dia thi Cocoon chi can day manh nghién ctu thém chat lugng dé dap img nhu cau ngay cang ting va da dang hon. Day manh chién luge marketing thuong higu nhim gay 4n trong t6t trong long ngudi tiéu ding va tao thé vig trén thi truong. Mang thuong higu thudn Viét chin chu vé ca vé chat lrgng bén trong lan hinh thire bén ngoai. Dap tng mie phin khie binh dan dang duge ngudi titu ding ua chugng. Xu huéng tigu ding my phim ngdy cang ting, die bigt xu huéng tiéu ding céc sin phim c6 ngudn géc thién nhién cia cd thé gidi lan Vigt Nam 1a co hgi rat Ién cho cae sin phdm tay da chét ca phé Daklak Cocoon. Nham dap img nhu cau ngay cang gia ting va ngay cang khit khe tao ra sy khac biét trong chat lugng sin pham so véi cdc d6i thi canh tranh cing phan khiie di trade, Kém theo dé la khdo sét nhu cdu thye cla khich hang boi nhu yéu cdu ngay mét thay d6i Chién luge phat trign thong digp dén ding khach hing mye tigu vé vige sir dung cdc sin phim hitu co lanh tinh, Khéng chita cdc héa chit dc hai. Linh vye my phdm 1a mét trong nhimg linh vue canh tranh cao nhat. Sé hitu chién luge marketing tt va biét cach thich tmg cing nhu cau cia ngudi ding thi sé dat duge higu suat kinh doanh va mé rong thuong hi Dau an manh mé véi nhimg cam két thudn chay cila minh tao nén nét riéng bigt vé thuong higu Cocoon trén thj truéng. Théng qua chién luge cua Cocoon, ngudi ding da c6 thém hy vong vé mét thuong higu thudn Vigt chin chu vé ca vé chat hrong bén trong lan hinh thire bén ngoai. Bang 2.2: Xay dung chién lirgc dyra vao bing Swot 183. Khao sat mire 46 nhdn biét vé thuong higu Coccon ciia khach hang: Cocoon Vigt Nam? 22.77% ROI | Chua m OF ting nghe qua Biéu dé 2.1: Khao sat mitc d6 nhéin biét Cocoon (101 ngwii) BAN BIET DEN COCOON QUA PHUONG THUC NAO? sm Qua mang x hi sm Quo ban be gia thigu 1 Qua fanpage, youtube ci Cocoon a Khéng bit Biéu dé 2.2: Khéo sét phwong thitc biét dén Cocoon ( 89 céu tra loi)Il. Chién lg Marketing - Xay dung ké hoach Hop bao ra mat san pham TAy da chét Body Coccon Dak Lak. 1. Myc tigu ké hoach chwong trinh Hop bao: Ney nay khi ma nhu cau ciia nguéi tiéu ding ngay cing mot da dang déng nghia doi hdi cac céng ty phai nd lye khong nging nghi dé tung ra thi truong nhiéu san phim, dich vy cé gid tri nhim dap tmg nhu cdu ctia khach hang. Tuy nhién, viéc dua ra mét sin phim, dich vu mdi ra thi trvéng véi qué nhidu di tha canh tranh khién céc Doanh nghiép di lic roi vao thé phan van trong qua trinh Jén ké hoach té chite hop béo ra mit san pham méi that 4n tugng va gay tiéng vang. Do vay nhém quyét dinh thuc hién mét chuong trinh Hop béo ra mat sin phim méi duge xy dymg dya trén nhiing li do sau: - Thi nbdt, gidi thigu san phim méi ra mit cia cong ty: c6 khéng it sin phim Ké tir thoi diém thuong higu Coccon Viét Nam ra ddi, duge Iya chon tin yéu béi khich hang. Va lin nay vige gidi thigu sin phim Ty da chét Body Coccon Dak Lak nhu 1a cach dé thé hién su né lye cita thuong higu my pham Coccon trong céng déng. Va su ra doi cia sin pham 1a két qua ma ching téi muén dap tmg nhu cau cua khdch hang. - Thi hai, giai d4p nhirng thac mic cia céng ching vé san phim mdi ra mit va dua ra thong tin chinh xée hwéng dén khach hang: Negay nay, khi ma nhu cau chim séc sac dep ting cao trong dé cé nhu cau ve tay da chét Body. Do vay cé rat nhiéu thong hiéu khac nhau nham dap img nhu cau cua khach hang. Va viéc t6 chirc hop bao 1a céch dé ching t6i c6 thé gidi dap chi tiét, day du vé qua trinh nghién citu, san xuat ra sin pham dong théi néu lén gid tri céng dung, déi trong phi hyp dé sir dung sin pham mdi Tay da chét Body Coccon Dak Lak so véi cdc d4i thi canh tranh khac. - Thi ba, duy tri va cing cé long tin cua khach hang than thiét vA huéng dén khach hang twong lai: 20Mic di déi véi khéch in thiét, duéng nhu Coccon dang chiém mét vj tri ing th dang tin cy tuy nhién khong ddng nghia vj tri dé sé mai mai néu nhu Coccon khéng ngimg né lye phat trign nhiing san phim méi nhim dap img nhu c: kha cach 8 ich hang. Bén canh 46, vige t6 chite Hop bi ching sit dung san pham cua thuong higu Coccon. - Thir tu, thu vé data khdch hang yA tang mire d6 nbn biét thuong higu tir gidi truyén théng va khach hang: Théng qua chuong trinh hop bao, c6 thé gép phan vao vige gia ting d6 nhan dign thuong hiéu vé sin pham Tay da chét Body Coccon Dak Lak made in Viet Nam, Bén canh d6, bang m6t chi phi t6i wu nhdt dé thu vé mét lrgng data khdch. hang t6i da nhat théng qua bang khao sat sau chuong trinh Hop bao. Dong théi, day 1a co hdi dé Céng ty chung tdi huéng dén trién vong lan ta réng rai san phim dén thi truéng ngoai nuée. 2. Kéhoach hop bao: 2.1. Kéhoac back up chuong trinh: 2.1.1. Mang truyén thong: - Bai ding truyén thing Fanpage Khung Noi dung so thai gian bp 1922021 [Vp ma chuong trinh nh vay. Cé nhimng su vige dign ra that su rit t8i te hung ching khéng néi én ban chit con ngudi hay nhiing Iya chon cita ban trong tuong lai. Hay tiép tue bude vé phia truée véi phong thai ciia m6t “nit . Ben trong mdi c6 gai déu dn chita mét nit hoang, vi thé dimg bao gid nghi ngé gid tri va sw ximg dang ciia bin thin” Nicky Khanh Ngoc chia hoan; sé. “YTy hao khi dua ndng san Viét vio nhing 2120/12/2021 phim chim séc da ma 6 d6, dudng chat cia ching duge gitt tron. Nhiing hat ec phé Dak Lak giau caffeine hoa quyén véi bo ca cao Tién Giang tao nén mot sin phim dic biét gidip ban loai bé lop té bao chét gia cdi va xin mau, dénh thite lan da tuoi méi day nang lugng cing cm gidc mugt ma va mém min lan toa. Ding quén cp nhit lign tuc Fanpage dé khong bd 16 bit ky théng tin quan trong nao ciia Budi hop bao ra mit sin phim Ca phé Dik Lak lam sach da chét co thé nhé! Hen gap cc ban tai chuong trinh. COCOON VIETNAM - Budi hop bao ra mit sin pham Tay da chét Body Cocoon » Fanpage: iwww. facebook.cc coon VietnamO fficial » Lign hg: 028 38328228. » Bia chi : 118/15 Tran Quang Digu, P.14, Quin 3, Hé Chi Minh, » Website: hitps://cocoonvietnam.com/Bude 2: Tham gia diy di 2 hoat dng sau: HOAT DONG 1: Dién form “KHAO SAT” => tai day HOAT DONG 2: Comment dui bai viét y dong gép ciia ban vé budi hop bio cHUY a Két qua hoat déng 1 sé dua trén viée Iya chon 2 ngudi choi ximg dang tir 15-OneT ng 2 sé dya trén viée quay sé » Két qua hoat mét lin duy nit va sé ly 3 ngudi choi cé sé thir ty comment tuong img s6 may min sé duge 15-OneT chon ngdu nhién trén nén ting Random.org S Két qua chi duge céng nhan khi ban tham gia ii 2 hoat dong - GIVE AWAY chi dign ra tir 12h30 ngay 23/12/2021 dén 20h cing ngay 9QUA TANG - B6 san phim 1 iy da chét Ca phé Dak Lak Cocoon - Voucher giim gid 30% khi mua don trén 100,000 VND cae san pham ctia Cocoon Vay nén hay tham gia dé nhan lay phan qua that gi trj cua chuong trinh nhé. Biét dau vj thin may man sé goi tén ban thi sao? COCOON VIETNAM - Budi hop bao ra mit sin pham Tay da chét Body Cocoon » Fanpage: https://www.facebook.com/Cocoon VietnamOfficial » Lién hé: 028 38328228.22/2/2021 Dém nguge thai gian hop bao (1 day left) [1 DAY LEFT] BUOI HOP BAO RA MAT SAN PHAM “TAY DA CHET BODY COCOON” (0 [Ban of? Nha 15-OneT cé diéu muén néi] - Chi con chua day 1 ngay cudi cing!!! Vay la chi cdn chua day 1 ngay nifa théi, budi hop, bao ra mat sin phim mdi ctia 15-OneT sé chinh thite duge dign ra. Trong suét budi hop bao sé cé nhiéu diéu hip dn dang ché dén cde ban. Vay con chin ché gi nia ma khéng dit lich dén chi budi hop bio ngay mai théi nao! (00 THONG TIN CHI TIET VE BUOI HOP BAO: ‘Thai gian: Dia diém: COCOON VIETNAM - Budi hop bao ra mat sin pham Tay da chét Body Cocoon » Fanpage: https://www.facebook.com/Cocoon VietnamOfficial » Lién hé: 028 38328228. » Dia chi : 118/15 Tran Quang Digu, P.14, Quan 3, H6 Chi Minh. » Website: https://cocoonvietnam.com/ 24Hinh 3.1: An pham Fanpage 1 2523/12/2021 Hop bao chinh thire [LIVETREAM | HOP RA MAT DONG SAN PHAM “TAY DA CHET BODY COCOON”| da dén lic budi hop bao ctia ching ta chinh thire duge dién ra Nham mue dich gidi thigu dong san pl én véi khdch hang cling nhu dé quang ba thuong higu cho ding san pham méi “TAY DA CHET BODY COCOON” déng thai ciing cé léng tin cho khach hang vé sin phim. Véi mong muén ring sin pham ty nhién xanh-sach-dep ciia nha Cocoon c6 thé chiéu ling ca nhiing khach hang Cocooner oi, cc ban dimg quén tham dy theo 446i budi hop béo ngiy hém nay nhé, ching minh cén cé nhiing minigame véi nhiéu phan qua vé cing hip dn dang ché cdc ban dé! Nhanh tay Ién nao! 00 THONG TIN CHI TIET VE BUOI Hop BAO: Thoi gian: 830 sing ngay 23 thing 12 nim 2021 / dia Liberty Central Saigon Riverside (17 Duong Tén Dite Thang, Ben Nghé, Quan 1, Hé Chi Minh) COCOON VIETNAM - Budi hop bao ra mat san pham Tay da chét Body Cocoon » Fanpage’ hitps://www.f k.com/CocoonVietnamOfficial » Lién hg; 028 38328228, » Dia chi : 118/15 Tran Quang Digu, P.14, Quin 3, H6 Chi Minh, » Website: https://cocoonvietnam.com/23/12/2021 Két qua [CONG BO KET QUA MINIGAME] COCOON - BAN CO BIET !? Nhu di thong bao & bai dang truée, BTC xin phép céng bé 5 ban may mn nhdt nhan duoc nhing phin qua hip din etia GIVE AWAY “COCOON - BAN CO BIET !?” tir 1Sone-T HOAT DONG 1 2 Ten: Link facebook HOAT DONG 2 Micon sé may min: 2Ten: Link facebook #S6 thir tu ban comment ®QUA TANG pham Tay da st Ca phé Dak Lak Cocoon - Voucher giam gid 30% khi mua don trén 300,000 VND cae sin phim cua Cocoon © Cac ban c6 tén trén xin vui long lién hé 15- OneT qua Fanpage dé rinh vé cho minh nhiing phan qua xinh xn nhé!2an22021 TBaitong Ket seein SAN PHAM TAY DA CHET BODY COCOON Ngay hém nay, thang nim 2021, nhém 15- OneT thay m§t céng ty Cocoon Vigt Nam di t6 chite hop bao ra mat ding sén pham méi rit duge mong ché trong théi gian gan day, sin phim tay da chét body Cocoon nam trong bé suu tip Cocoon Body Care, Sy kign thu hat duge sy chi ¥ tham gia cua rat nhiéu guong mat trong gidi truyén thong cling nhu ngudi him m6. Dang sén pham Tay da chét body Cocoon sé chinh thite cé mat trén todn quéc tie thang 11 nam 2021. San phim cé thiét ké nhé gon nén rat tién loi trong vige mang theo. Bén canh dé, sin phim c6 tOng mau chi dao la mau nau dam ca phé gitip ngudi ding hinh dung duge thanh phan chinh cua san phim. Dic biét, xung quanh sin pham chita day di nhing théng tin edn thiét gidp ngudi ding dé higu. Théng thuong, khi nhac dén tay té bao chét dang vat ly c6 nhig hat li ti, moi nguéi thudng rat lo Jang ching sé lim tray xuée, rat da, nbat ld nhimg lan da méng dé bj kich mg. Nhung vi tay té bao chét Cocoon ngudi ding 6 thé an tim tuyét d6i. BGi vi sau qué trinh xir ly cling cdc chat 1am mém 6 ‘mat thi san pham khéng gay rat ma cdn gitip lan da mém mai va min mang hon rat nhiéu. Diém c6ng ciia san phim Cocoon tay da chét 1 truée khi san pham nay dén tay ngwéi tiéu ding, tat 2824/12/2021 | Bai bio sau | TOAN CANH BUOI LE RA MAT SAN PHAM. budi hop bio | TAY TE BAO CHET BODY COCOON CUA TAP DOAN 15-ONET VIET NAM Ngay hém nay, thang nam 2021, nhém 15-OneT thay mat Cong ty CocoonVigt Nam da t6 chite sy kign gidi thigu dong sin phim hoan toan méi_Tay té bao chét Body Cocoon, gitip lan téa bi quyét fam dep tinh 18 ciia thong higu néi tiéng khap ca nude nay. (Hinh anh] Chi trong ving 2 gid déng hé, ching tdi da ghi nhan suc mat cia hon 100 don vi béo dai va gan 200 khdch mdi phéng vién eting nhu thanh vien tr ede nnhém héi yéu lam dep da dén tham dy hop bao ra mat ding san phim mé [Hinh anh] 12:30, budi hop bio chinh thite bat dau vai doi I phat biéu tir ba Nguyén Thi Mai Thi—Téng Gidm Déc Tap doin 15-OneT Vigt Nam. __[Hinh anh] Bang 3.1: Bai dang truyén thong Fanpage - Thiét ké dn phim truyén thong 29; % ‘THE COCOON ORIGINAL VIETNAM Hinh 3.3: An phém truyén thong 30= Giti thong cdo bao chi dén phéng vién [THONG CAO BAO CH] LE RA MAT SAN PHAM TAY DA CHET BODY COCOON CA PHE DAK LAK Thanh phé Hé Chi Minh ngay dd/mm/yyyy, Céng ty TNHH My Phim Thién Nhién Nature Story-Thuong hiéu My Phim Cocoon sé té chtre Lé ra mit sin pham Tay da chét body ca phé Dak Lak - thuong higu Cocoon tai Liberty Centrer Saigon Riverside (17 Dudng Tén Ditc Thing, Bén Nghé, Quan 1, Hd Chi Minh) Sy quan tam ciia khéch hing thye sy li nguén dng lye cho céng ty lign tue thir, cai thién dé tiép thi cac sin pham tét nhat dé lam hai long khach hang. Sau m6t théi gian nghién ctu, khao sét, digu tra,.... Cong ty di hodn thanh viée giéi thigu m6t mau san pham méi dé dap tmg nhu cau ctia khach hang, ‘Thong tin san pham: 1.Tén san phim: Tay da chét body ca phé Dik Lak — thuong higu Cocoon. Mau sac: Nav. 2. Dung tich: 200ml 3. Uu diém: Nét ndi bat cia sin pham dé chinh 1A c6 chita cdc thanh phan cé nguén géc tir thyc vat thién nhién, mang lai dé an toan tuyét déi cho ngwéi sir dung, lanh tinh, phi hop véi moi loai da. * 100% ca phé nguyén chit tir Dak Lak: cdc hat ci phé siéu min gitp tdy sach lép da chét nhe nhang ma khéng lim rat hay kich tmg da, ké ca da nhay cam. Ngoai ra cafein 1a chat chéng oxy héa manh, cé kha ning lam mé thim, duéng sing da ty nhién. * Bo cacao Tién Giang: chita khodng 50-60% cac loai axit béo, Vitamin E va cdc Vitamin nhém B gitip nudi dudng va “vé béo” da, cho da dé min ming, cing béng. Dic biét déi véi lan da tu 25 tudi tro 1én bit dau xuat hién cac dau higu lo héa, da nhin nheo thi nap vao cdc axit béo sé 314, Cong dung: +Lam bé da chét toan than #Mang lai lan da min mang ngay sau khi str dung +Gip da sang min, du mau. 5, Sw khae bi +100% thudn viét (100% vegan) +Kh6ng thir nghiém trén dong vat (not micro on animals) +Kh6ng vi hat nhya (no micro plastic beads) +Khéng chita Parabens 6. Céch thire mua hang: + Khach hang cé thé mua san phdm trye tiép tai cdc dai ly my phim Cocoon phan phéi trén toan quéc. Dia chi: Truy cp web myphamthuanchay.com/54- O/he-thong-phan-phoi.html +Khach hang cing cé thé mua hang truc tuyén. Truy cp web: cocoonvietnam.com Dic biét, khi mua san pham truc tiép tai ctta hang, khach hang cén 6 thé duge tng m6t tai vai than thign v6i méi trudng 7. Gid ban le: 115.000 VND San pham chinh thire c6 mat tai cdc cita hang va cdc kénh ban hang true tuyén cia cOng ty tir ngay 23/12/2021 V6i nhimg né lye mang dén cho ngudi tigu ding san pham an toan, hiéu qua, chung tdi hy vong Tay da chét body Cocoon ca phé Dak Lak sé déng hanh cing cdc ban trong hanh trinh chm séc lan da co thé, gidp cdc ban ty tin hon véi lan da tring sang, min mang. Moi théng tin chi tiét xin vui long lién hé: 1900 3273- email: cocoonvietnam@mypham,com hofe truy ep website: cocoonvietnam.com 322.1.2, Mang hdu edn: - Thiét ké thu moi Air) cocoon Cea Hinh 3.4: The moi 1 Hinh 3.5: Thue moi 2 - Giri Thur mdi cho quy khéch mai theo danh sach Danh séch khach mdi: * Bai dign céng ty TNHH * Bai dign cong ty Cé Shopee Viét Nam (chi phan Tiki Vigt Nam. nhanh TP.HCM). * Dai dign céng ty TNHH Lazada Vigt Nam.* Dai dign céng ty TNHH Hasaki Beauty & SPA. Co quan bao chi tham dy: © Nha bdo dén tir cdc bio © Béo Vietnamnet nhu: + Béo Thanh Nién online * Bao tudi tré Online © Kénh 14 © Béo Dan tri © Béo méi * Bao Vnexpress - Thue dja diém t5 chite sy kign Dia diém: Cocoon tai Liberty Central Saigon Riverside (17 During Ton Bite Thing, Bén Nghé, Quin 1, Hé Chi Minh, Mite gid: 35,000,000 VND. ‘Thai gian di thué: ngdy 15/12/2021. - MaiMC yacasi Ca si khach mai: Min, Thanh tich ca siz Nam Giaithwéng | Hang myc Tac pham Két qua Doat ei 2015 YAN Vpop 20 MV ciia nim YAU oat gist Awards 2015 2017 Zing Music Awards | Bai hit cia nim — | C6 em chr 2017 MV ciia nim Ghen Song ca/Nhém ca Khong 06 duge yéu thich (véi Erik) 34Keeng Young Ca khic phdi hop | Cé em chis Awards We Choice Awards | Top 10 nhan vat 2017 truyén ci himg Gidi thong Am | Video am nhac eta | "Ghen” hac Céng hién lin | ndm thir 13 Nghé siméi cia nam METUB Best Pop Music| "Big yéu niia em WebTVAsia Awards | Video of the Year | mgt réi" Bang 3. 2: Thanh tich ca si Min Tiét mye: Ca khuic Hit vao thé ra Mie gid: 15.000.000 VND - Thué Model lam TVC Model: Duong Thi Ngoc Huyén Mite phi: 50,000,000 VND. Noi dung TVC: KICH BAN TVC N@i dung ‘Chigu nguyén ligu Cacao Bé chi: CHIET XUAT TU BO CA CAO TIEN GIANG. Ghi chitrong | Hinh san phim lén tay Hinh 04: Thoa san pham lén tay Logo Coccon Viét Nam ‘Bang 3.3: Kich bin TVC Ban TVC: Video TVC - Thiét ké phan qua tang cho khach mdi Qua ting hign vat: Khung thu cim on va B6 hoa. Khung thu cam on: 36“cong ty TNHH My Phin ng ty TNHH My Phin CThién Nhién Nature Story CThién Nhién Nature Story TRIAN TRI AN ‘ai dign Shopee i ) 2 ‘Cong ty Hasaki Beauty & Sp) cauininin © ec phim Thy ch body Cocoon ph aka iene cho sn phe Ty dct boy ‘Cocoon ch phe Dak Lak wwe — can, Hinh 3.6: Khung anh tri an Shoppe Hinh 3.7: Khung anh tri én Hasaki - Minigame kém qua tng cho khan gid © Thee: Bude 1: Like Fanpage nhém 15_oneT: htips://bitly.com.vi/nghn4l Bude 2: Tham gia day di 2 hoat dng sau: HOAT DONG 1: Dién form KHAO SAT, tai day: https://bitly.com.vn/zectxw HOAT DONG 2: Like va Comment duéi bai ding “[ MINIGAME] COCOON - BAN CO BIET !?” véi néi dung mang tinh cam nhan cua ban ve budi hop bio. Luu yi Két qua Hoat dong 01 sé dya trén vige lya chon 2 ngudi choi ximg dang duge chon tir nhém 15-OneT. Két qua Hoat dong 02 sé dya trén viée quay sé ngdu nhién mét lin duy nhit tai budi Hop bao va sé léy 3 ngwdi choi cé sé thir ty comment tuong img. MINI GAME chi dién ra tir 12h30 ngay 23/12/2021 dén 20h ciing ngay. * Co cdu giai throng: B6 san phim tay da chét Ca phé Dak Lak Cocoon Voucher giim gid 20% khi mua don trén 100.000 Vnd cée sin phim cia Cocoon Sé lwgng: 5 ban. 371 6 sin phim ding thir thuong higu Cocoon Original Vigt Nam 1 voucher gidm 30% cho don hang tit 100k. - Am thanh va ky thuat 2.1.3, Mang néi dung va déi ngoai: - Giri Form khio sit ¥ kién khach hang: (Dinh kém phy luc) - Xfiy dyng ni dung chuong trinh - Xfy dung kich bin MC - Soan thao hgp dong thué Ca 38CONG HOA XA HOI CHU NGHIA VIET NAM Doe lip - Ty do - Hanh phite HOP DONG CA SI DOC QUYEN Hom nay, ngay 04 thang 12 nam 2021, ching tdi gdm c6: BEN A: Ba Hoang Thj Mai Thi, Bi Nguyén Thj Cam Ly. Dia chi: 38C — 39C, khu phé 1, quéc 16 1A, phudng Tan Théi Hip, Quan 12, Tp.HCM. Chite vu: Giém déc céng ty TNHH My pham Nature Story; Gidém déc Neghién ctu va Phat trién sin phim. sé thoai: 0705916723 Ngudi dai dién: Ba Hoang Thj Mai Thi Chite vu: Giém déc céng ty TNHH Mj phim Nature Story BEN B: Nguyén Minh Hang (ca st Min) Sau khi trao déi, ban bac, xem xét kl g va nhu cau hai bén théng nhat ky hop ding dich vy theo céc diéu khoan sau day: Dieu 1 NOI DUNG HOP DONG Bén B la ca si biéu dién: Nguyén Minh Hang Chuong trinh biéu dién: Hop bao ra mit san phim méi. Bén té chitc: céng ty TNHH My pham Nature Story, thuong Coccon Orginal Vigt Nam igu Dia Liberty Central Saigon Riverside (17 Dung Tén Duc Thing, Bén Nghé, Quin 1, Hé Chi Minh). ‘Thi gian tir: 9h20 — 9h30 ngay 23/12/2021 N6i dung: Bigu din ca nhac (c6 danh séch kém theo) 39Chi phi Bén A tra cho bén B la: 15.000.000 VND bao gém: (Bing chit: mudi lim trigu dong). chi phi di lai chi phi khach san te ngh¢ si khi tham gia chuong trinh Diéu 2: TRACH NHIEM MOI BEN 2.1.2. Trach nhigm bén A - Dam bao tu cach biéu dign phi hop véi quy dinh va gidy phép ciia cdc co quan chite nang quan If ban hanh va cp phép. - Dm bao hé théng 4m thanh, anh sang, sn khéu chuyén nghiép. ~ Cung cdp thong tin chuong trinh truée khai mae chuong trinh 48 gid. - Dam bao an ninh trat ty khu vye to chite. - Thanh toan day di chi phi theo théa thudn. - Cung cp cho bén A danh sach cdc tiét myc tham gia chuong trinh. - Bén B phai ti trudc gid biéu dién lic 8h, tap duyét theo ding ké hoach cua chong trinh, - Biéu dién ding véi ni dung chuong trinh di duge bén A théa thudn va duyét. - Trang diém va trang phuc phi hop voi quy dinh vé van héa hoat déng nghé thuat bigu dign, Didu 3: PHUONG THUC THANH TOAN (Tién n - Bén A thanh toan cho bén B s6 tién sau khi ky hop dong 1a: + Bing sé: 15.000.000 VND. + Bang chit: mudi lim trigu dong. + Bing sé: 15.000.000 VND. 40- Soan thio hgp ding HTKD CONG HOA XA HOI CHU NGHIA VIET NAM Dic lip - Ty do - Hanh phic HOP DONG HOP TAC KINH DOANH So: 01/HDHTKD + Cin cit theo quy dinh cia BG luat din sy nim 2015; + Can cit theo quy dinh cua Luat thyong mai nam 2005; + Can eit vio tinh hinh thye té cua Hai bén; + Dya trén tinh thin trung thy va thign chi hgp tic cla cée Bén; Ching téi gdm cé: CONG TY TNHH MY PHAM NATURE iy goi tit la Bén A) TORY i : 38C - 39C, khu phé 1, quéc 16 1A, phudng Tan Théi Hiép, Quan 12, Tp.HCM, Dai dién_ : Ba Hoang Thi Mai Thi Chic vy: Gidm déc céng ty TNHH My pham Nature Story. Dign thogi: 0705916723 S6 tai khoan: 1523348849 tai: Ngan hang Vietcombank chi nhanh quan 7, Tp. Hé Chi Minh va CONG TY TNHH SHOPEE - CHI NHANH THANH PHO HO CHi MINH (Sau day goi tit la Bén B) Dia chi; Tang 17, Toa nha Saigon Center 2, $6 67 dudng Lé Loi, Phuong Bén Nghé, Quan 1, Thanh phd Hé Chi Minh, Viét Nam Dai dig : Ba Quyén Trrong Chite vy: gidm déc nhan sy cdng ty Shopee Vigt Nam 4lgu 5. Cac nguyén tic 5.1 Hai bén phai dinh cua phap luat Nam; 5.2. Moi khodin thu chi cho hoat dng kinh doanh déu phai duge ghi chép 13 ring, diy di, xde thye. toan cla nuée Cong hoa xa héi chii nghia Viét Dieu 6. Didu khoan chung 6.1. Hop ding nay duge hiéu va chiu sw diéu chinh cia Phép Iuat nude Cong hoa x3 hdi cha nghia Vit Nam; 6.2. Hai bén cam két thyc hién tat cd nhiing didu khodn di cam két trong hgp ding. Bén nao vi pham hop dong gay thiét hai cho bén kia (trit trong truémg hgp bat kha khang) thi phai boi thudng toan bé thiét hai xay ra va chiu phat vi pham hop déng bang 8% phan gid tri hop déng bj vi pham; 6.3. Trong qué trinh thyc hién hop déng néu bén nao_cé khé khan tro. ngai thi phai bao cho bén kia trong véng 1 (mt) thang ké tir ngay c6 khé khan tro ngai. Diéu 7. Higu lye Hop ding 71, Hp. déng cham dit khi hét thoi han hop déng theo quy dinh tai Digu 2 Hop déng nay h trudng hop khéc theo qui dinh ciia phap uit. Khi K¢t thie Hop déng, hai bén sé lam bién ban thanh ly hgp déng. 7.2. Hop déng nay duge lap thanh 02 (hai) ban bang tiéng Viét, mdi Bén gitt 01 (mét) ban cé gid tri phdp ly nhu nhau va ¢é higu yc ké tir ngay ky. Dai dign bén A Thi Hoang Thi Mai Thi Truong Ngoc Bich Quyén 42= Lign hg co quan béo chi tham dy Dai dign cng ty TNHH Shopee Vigt Nam (chi nhanh TPHCM). Dai dign cng ty Cé phan Tiki Vigt Nam Dai dign cng ty TNHH Lazada Vigt Nam Dai dign cong ty TNHH Hasaki Beauty & SPA. n hg quy don vj Doanh nghigp hop tic Nha bao dén tir cdc bao nur: © Béo tudi tré Online * Bao Dan tri * Bao Vnexpress * Bao Vietnamnet © Bao Thanh Nién online © Kénh 14 * Bao moi = Th cam on Dai \di cm on chan thanh t6i Quy don vj da danh thoi gian tham dy Ié ra mat bép an phim méi Tay da chét Body Cocoon Dak Lak cita chiing t6i ngay ing véi nhimg li chic chan tinh ign sy tin yéu sin phim sin phim cia qua Quy don vi [a dng rit lén déi v6i Céng ty ching t6i. Nhiing phan hi tich eye va cao don hing in ra ngay tai budi 1é cing da gép phan thanh céng khéng nhé déi véi su ign, ud trinh t6 chite su kign khéng thé tranh khoi nhiing thiéu sét. Coccon Viet Nam ching ti rit mong that duge sy théng cm va sé chia cia Quy vi. M6t lan nia, Cocoon Original Viét Nam tran trong cém on Quy don vi, chic )uy don vj manh khée, hanh phic va thanh céng! rin trong. TONG GIAM DOC COCOON ORIGINAL VIET NAM 4B1.1. Hop bao chinh thire: 1.1.1. Théi gian, dia diém t6 chive. 8h, ngay 23/12/2021. 1.1.2. Dai biéu—khach moi tham du: - Dai dign cdc sin Thuong mai dign ti: Shope, Lazada, Tiki Vigt Nam - Dai dign Cong ty TNHH Hasaki Beauty & Spa - Dai dign cdc co quan théng tan béo chi trong va ngoai nude dic biét tai TP HCM: Béo thanh nién, Vietnamnet, Tudi tré Online, bao Vnexpress, Kénh 14 va cae dai dign co quan bao chi khéc. -Ca si Khach mai: Min - Model thong hiéu: Duong Thj Ngoc Huyén - Dai dién cdc trung gian phan phdi, diém ban lé tai TP HCM: Watsons, guardian, sammi shop, beauty garden, bo shop, skin house. - Nha cung cép nguyén ligu c4 phé Dak Lak, Ca cao Tién Giang ~ 50 quy khéch hang than thiét véi thong higu Coccon. 1.1.3. N6i dung budi hop bdo: NOI DUNG CHUONG TRINH HOP BAO Bai phat bigu khai mae Chwong trinh. + Dam nhan: ba Hoang Thi Mai Thi Giém déc céng ty TNHH My phim thién nhign Nature Story - thuong higu Coccon Vigt Nam. + Noi dung bai phat bigu: khai mac chuong trinh 2. Bai phat biéu Thong tin vé “San phim méi Tay da chét Coccon Dak Lak”. Ly - truéng phong Nghién cfu va phat + Dam nhn: ba Nguyén Thi trién sin phim, + N@i dung bai phat biéu: gidi thigu sin phim 443. TVC va video vé san phim. + Guong mit dai dign thurong higu: Model Duong Thj Ngoc Huyén. « TVC 4. Biéu dién chwong trinh van nghé + Casi: Min «Bai hat: Hit vao, thé ra. ‘+ Bai chia sé: giao him chuong trinh va ky két hgp tac giira Coccon va cae sin Thuong mai a Céng bd mite dign tir (Shopee, Tiki, Lazada). 5.1. Cong bé mite gia * Gia san pham méi Tay da chét Coccon Dak Lak: Gia thanh: 115.000 VND. Hinh anh: & TAYDA cHET BODY cocoon CAPHE DAKLAK $ Hinh 3.8: Hink anh san pham + Nhan xét: Sau khi khao sat ¥ kién khach hang, nhém 15_oneT thay mat eéng ty Coccon nhan thay mite gid sin ling tra ctia khdch hang cho mét sin phim Tay da 45chét Body Dak Lak dao dng tir 100.000 VND dén 200.000 ding va hop ly v6i mite gid ma Cong ty di dé ra cho sin phim. Mite gid ban sn long chi tra dé mua sn pham tay té bao chét BODY la bao nhigu? 0 © 0 0 0 » wo ° Biéu dé 3. 1: Khao sét mitc gid sin long chi tra cho san phim 5.2. Hop déng ky két hgp tac kinh doanh. Tham dy: Dai dién phia Cong ty Shopee Viét Nam chi nhénh TP HCM. Dai dign ky két hp tac: Giém déc Céng ty TNHH Mf pham thién nhién Nature Story - thuong higu Coccon Viét Nam va Giam déc nhan sy céng ty Shopee Vigt Nam. . Bai phat biéu dai dign Cong ty Shopee Viét Nam. Dam nh§n: ba Truong Ngoc Bich Quyén Ni dung bai phat biéu: 14i phat biéu cla quy don vj hop tac. /. Tri an qua tang cho quy dai biéu. Phan qua: Bé hoa va Khung ky nigm chuong. . Minigame Thé Bude 1: Like Fanpage nhém 15_oneT: https://bitly.com.vn/nghndl Bude 2: Tham gia day dit 2 hoat dng sau: 46STT HOAT DONG 1: Dien form KHAO SAT, tai day: hitps://bitly.com. vn/zeetxw HOAT DONG 2: Like va Comment duéi bai ding “[ MINIGAME] COCOON - BAN CO BIET !?” véi néi dung mang tinh cam nhan cia ban ve budi hop bio. Luu § Két qua Hoat déng 01 sé dya trén viée Iya chon 2 ngudi choi ximg dang duge chon tir nhém 15-OneT. Két qua Hoat déng 02 sé dya trén viéc quay sé ngau nhién mét lan duy nhat ti budi Hop bao va sé ldy 3 ngudi choi c6 s6 thér ty comment tuong img. MINI GAME chi dign ra tir 12h30 ngay 23/12/2021 dén 20h cing ngay. Cor cdu giai throng: B6 san pham tay da cl phé Dak Lak Cocoon Voucher giim gia 20% khi mua don trén 100.000 Vnd cae sin phim eta Cocoon, Giao lwu Bao chi Co quan Bao chi tham dy: bio Thanh nién, bio Tudi tré online, bao Vnexpress, bao Vietnamnet. Ni dung phong van Bao chi: NOi dung cau héi Dai dign tra loi ‘Nguén cung cho Truong Phong R&D nguyén ligu dau | Sy uy tin, chat hrgng ma Cocoon cam két trude hét vio duge lay tir | duge thé hién qua nguén nguyén ligu dau vao. Tat c& dau va ligu cé dim | nhting nguyén ligu ty nbién déu duge Cocoon thu bao dép tng duge | mua tre tigp tir ngudi néng dan ngay tai cdc dia chat lugng sir dung | phuong, két hgp véi céc hoat chit, cdc loai vitamin, cho sin pham hé nén duge nhap khau chinh ngach tir cdc nuée nhu: Khéng? Phap, Dite, Nhat Ban... tng thé tao ra mt sin pham my pham hoan chinh. Qua trinh nay duge nghién ciru ‘va thir nghiém vé d6 dn dinh va tinh an toan tir 6-12 thing tntéc khi dua ra thj truéng. 472 | Quy trinh a8 7 san pham cia céng ty tir khi khai fl xir ly dén thanh pham duge xir ly va kiém tra, kiém sodt nhu thé nao? Day la 1 dy truyén va ky thuat sin xudt hign dai Céc sin phim ciia Cocoon durge sin xuat tai nh may dap img cde yéu t6 vé vé sinh, khép kin va khong bj nhiém chéo 6 cdc khau san xuat dap img diéu kién khat khe cua BO Y Té Vigt Nam. Chiing tdi khong thé mé ta chi tiét day du vé day chuyén sin xudt ngay tai day, nhung sin sang hgp téc cung cp théng tin vé diéu nay néu nha bao cé yéu cau. 3 | La mot trong nhimg thuong higu dau tién tai Vit ‘Nam chon Iya di theo con dung mg pham thuan chay — my phim nhan dao, Cocoon t6n trong sy song cdc loai dgng vat, 100%khong thir nghiém trén d6ng vat vay san phim sé duge thir nghiém bing phuong phap nao? San phdm cia Cocoon duge nghién ctu va duge thir nghigm bing cdc bai kiém tra trong phong thi nghiém (in-Vitro test) hogc trén cdc tinh nguyén vién (in- Vivo test). Phan tich di ligu sin 6 tir cde nha cung cp nguyén ligu dé chimg minh 6 an toan cia cdc thinh phan (MSDS - Material Safety Data Sheet). Tir co so nay, chung tdi sé phat trién cdc céng thire mi, sau dé sit dung cdc phuong phap kiém tra trong phong thi nghiém vé cam quan, d6 pH, tinh én dinh... nhu: xoay ly tam, kiém tra d6 bén nhiét cia sin phim trong ti Ifo héa. Cudi cing, cdc sin phim sé duge kiém tra d6 kich img bang hinh thie d3t nhiéu migng dan chita lung nho san pham Jén da cia 50 tinh nguyén vién tai trung tim kiém nghiém DRC - Dermis Research Centre Nhat Ban dudi sy gidm sat cia cdc chuyén gia da ligu. 4 | Theo nh t6i duge biét thi Cocoon da 6 kénh ban hing chin thite. Vay ly do tai sao Cocoon quyét dinh phéi hgp véi cic sin thong mai mai dién tir nh Shopee, Lazada, Tiki,... dé phan phdi san phim. Mong muén hay trién vong cia Coceon ve sy hop tac nay la gi? Céch day méi chi hon 2 nam, cé 1é Black Friday méi 1 dip mua sam 16n nhat nim véi mic giam gid sau truéc su mong ché cita nhiéu ngudi. Nhung hign nay, siéu sale mi thang ti ede sin thuong mai dign tir moi chinh la diéu nguéi ta mong ngéng. V6i 73% cdc sin phim dugc mua thude vé nganh hing my pham, céc sin thuong mai dign turn chia mét tiém nang phat trién va site mua sim rat lon 46i véi cdc sin pham chim séc sac dep. Ngoai viée d thay nhit 1a cdc chuong trinh gidm gid cing ma wu dai dé thu hut khach hang, thuong higu hon toan cé thé tn dung khéng gian trén kénh thong mai dién tir ctia minh dé tao ra nhiing két néi tich cue voi ngudi ding théng qua cac sy kign giao luu tryc tuyén. Dieu nay cho phép thong hiéu My pham thuan chay Cocoon tiép cn véi khach hang 6 mét quy mé réng, Jon hon, dong thai két ndi chat ché hon véi ngudi ding, 1a mét c6ng cy v6 cing quan trong nhim thiediy Tong trang than cling nhw phat trign marketing truyén mién; Bang 3.4: Cau hoi phong van 10. Bé mac chwong trinh. 2.2. Phan cng nhan sy: ST Hovatén | MSSV NHIEMVU PHU TRACH GH T NHOM HOP BAO cau 1 [Hoang Thj | K204031073 | Hoan thign ké Gidm déc Cong Mai Thi hogch hop bio | ty TNHH My Viét kich bin MC | phim Form khao sat | thién nhién ‘Natural Story - Téng duyét mdi | thuong higu dung Coccon Viét Nam Hoan thanh tiéu lugn 2 204031038 | Viét bai phat biéu | Trung phong Thj Cam cia Truéng phong | Nghién cfu va ly R&D Phat trién sin Phan tich thi pham trudng vé sin phim Hoan thién mét phan ngi dung slide 3| Truong | K204031062 | Phan tich thi Dai dign cong ty Ngoc Bich trudéng sin phim | Shopee Viét Quyén Hoan thanh tiéu =| Nam: Gidm déc Iwan nhan sy Danh sich khéch | Shopee Vigt Nam méi (chi nhinh TP HCM). 4 K204031046 | Thiet K€ an phim, | Dai dign hop tae background Céng ty TNHH Lam video giéi_ | Hasaki Beauty & thigu thanh vién | SPA nhom Bia + Thu cam on | | ging vién | 5 | LEH6 K204030161 | Phy trach quan ly | Quan ly kénh Héng fanpage Coccon _| fanpage Coccon Uyén Soan ngi dung bai bio Y tuong10 i 2 13 Minigame _ Hoan thanh tiéu juan Truong | K204031089 | Dutrikinh phi | MC Thi Thao Hoan thign kich vy ban MC Soan ngi dung vé San pham méi Duong Thi | K204031028 | Phy trach quan ly | MC Thay Hoa fanpage Coccon Soan ngi dung bai bio Hoan thién kich bin MC Duong Thi | K204031056 | Thiét ké thr moi | Ca sit Mai Phat Thiét ké Voucher Lién hé ca si Phan tich thj truong Duong Thi | K204031032 | Thiét ké TVC Model thong Ngoc Noi dung TVC | higu san pham Huyén Chuan bi tiét myc | Tay da casi Coccon Dak Lak Phan Thi | K204031047 | Tim video san Co quan bio chi Thanh phim Ngan Lén ¥ tuéng cho qua tng cho nha lai tre Danh gid higu qua chuong trinh Hop bio Thiét ké Form Khdo sat sau chuong trinh Hop bio Nguyén | K204031040 | Théng cdo bao chi | Co quan bao chi Thi Hong Mo Dinh gid higu qua churong trinh hop bio Cao Thi | K204041145 | N6i dung cau héi_ | Co quan bao chi Xuan Lan phéng van bio chi | Chup anh truyén Dinh gid mic 4 | thong. higu qua cua chuong trinh Truong | K204031042 | N6i dung cdu hoi_| Co quan bao chiXuin My phong van bao chi | Digu phoi trong anh gid mite 49 | boxchat. higu qua cia chwong trinh Phan tich thj truéng sin phim Bang 3. 5: Phin cong nhan se 2.3. Dy tri kinh phi: DVT Sé _Dongia Thinhtiin Ghichi Iwgng _(VND) (VNB) 1 {Di Dia 1 35,000,000 | 35.000.000 | Liberty Central diém Saigon Reverside -H6p sin pham tay da chet co thé cd phé Dak Lak thyong higu_ COCOON 100m! Thué MC’ Pry 5.000.000 | 10.000.000 517 [Phi quay TVC quing ba sin phim Video 1 50.000.000 | 50.000.000 8 {Chi phi thu mdi, lién lac Toan b6 | 1 10.000.000 | 10,000,000 | Gém thu, thiép méi, lién lac, thy cam on 9 | Truyén théng bio chi +hi hinh Toan b6 | 1 40.000.000 | 40.000.000 10 | Casi Nguéi 1 15,000,000 15.000.000 | Ca si MIN {Phi dy phong 25.000.000 Bang 3.6: Chi phi dye trit 2.4. Timeline chong trinh: KICH BAN CHUONG TRINH HOP BAO RA MAT SAN PHAM MOT Dia diém: Liberty Central Saigon Riverside (17 Duong Tén Ditc Thang, Ben Nghé, Quan 1, Hé Chi Minh) ‘Thai gian dy : Tir 8h30 dén 10h10p, ngay 23 thang 12 nam 2020 Thai gian ‘Noi dung 8h30 — 900 Don tiép khach moi —PG dén tiép khach moi —BTC théng céo bao chi, lay danh sch phéng vién tham dy ip xép phong van truéc chuong trinh —PG, nhan vién céng ty giéi thigu v bao chi, 9h00 - 9hO15 Tuyén bé ly do, gidi thigu dai biéu 915 — 920 Dai dign Ban lanh dgo cong ty phat bigu khai mac 9h20 - 9h30 Trung phong R&D gidi thiéu sp méi ra mat9h40-9h45 ‘Bai dign céng ty Shopee phat biéu 9hS0 - 10hSp ‘H6i dap, trao doi gitta Coccon va cdc don vi Bao chi Bang 3.7: Timeline chwong trinh 53PHAN HAI: DANH GIA HIEU QUA CHUONG TRINH HOP BAO L.__ Khao sat ¥ khién khach hang 1, Mye dich khao sa + Do luéng mite 46 thanh céng ciia chuong trinh hop bio. * Danh gid mie d6 higu higu qua truyén théng trén Fanpage, bao chi ctia chuong trinh hgp bao, «Tang d6 nhan biét cia khdch hang vé dong sin phim mdi va ¥ dinh mua sir dung san phim cia khach hang dang va sé str dung san phim. 2. Déi twang khio sat: Quy khach hang dang xem true tiép budi ra mit sin phim mi tai Liberty Central Saigon Riverside va livestream trye tiép trén Fanpage Cocoon Original Vigt Nam. 3. Noidung khao sit: éu thich vé budi hop bao cia nhém 15_oneT té chite 1: Ban danh gid mite d6 nhu thé nao? (Theo thang diém 5) Cau 2: Mite d6 hai long cla Anh/Chi vé chuong trinh hop bdo ra mit sin pham méi Tay da chét body Cocoon nhu thé nao? Diém dinh gid tir 1 - 5 theo mic d9 hai long (1 - Khéng hai long; 5 - Rat hai long) + Cha dé va ndi dung chuong trinh hop bao + Céch thite t8 chite va trinh bay ciia chuong trinh + Mite d@ hitu ich cua théng tin chuong trinh + Truyén théng san pham sau hop bio + Minigame Cau 3: Nhém 15_oneT rat mong nhan duge ¥ kién déng g6p cua quy khach hang cho budi té chite ra mat sin phim méi cia Coccon lan nay? Cau 4: Sau budi hop bao, ban cé sin long dé sir dung san pham Tay da chét BODY Cocoon hay khéng? (néu "khéng” rét mong nhan duge ly do tir ban) 54Link khdo sat: https://bitly.com. vn/g6qv37, 3. Danh gid higu qua chwong trinh hop bao: 3.1. Mue tigu ban dau: Mue tiéu Chi sd do lwong Dy kién Tang mite dé tiép cfin truyén | S6 lugng bai bio tir cdc. | 25 —30 bai bio Ngay thong e¢ quan bio chi 23/12 - 25/12 (ngay Hop bao Tang nhanh dp nhgn biét cita Khich hang vé san phém Tay da chét Body Coccon Dik Lik Luot tuong tac bai viet tai | 100 > 150 lugt trong bai ding Minigame tac Cling 4 long tin va duy tri sy trung thank cia nguebi tiéu ding, nguoi ban, nhén vién ban hang vé sin phim méi tai buédi Hop bio, Bang 1. 1: Myc tiéu ban dau cia buai Hop bio 3.2. Danh gia higu qua chwong trinh Tiéu chi dénh gid ‘Noi dung Két qua Nhan xét Timeline chong trinh_ | Dién ra ding Khéu t6 chire id Dung nhu ké hoach chwong trinh Hop ara pao | Dict phoi nhan sy 35/50 khach | Han ché do tinh hinh: méitham dy_| dich bénh Covi-19 Thong ké s6 tin bai dat_ | 27/27 bai bao muc tiéu TT dé ra 55Truyén thong Mite d@ nh@n biét cita Khéch hang vé sén pham méi Doanh sé bin hang Lyi nhudn thu Thong ké sO tin bai 0/27 bai b40)))] Online, Kénh 14 khéng dat mue tigu TT é ra Tigp cn hich hang | 1500ngudi | Dat ding chi tigu théng qua TT Bao chi nguygn vong cia ; Cong ty Tiép cn khéchhang —_| Tang hon 200 | Vurgt qua ky vong théng qua TT trén Iuot tong tac | ban dau Fanpage Tip cn trén cde ken | 700 — 800 websites, fanpage chinh | ngudi thire cia thuong higu Coccon Dang nhu ky vong Khach hang than thiét 600 nguéi, chiém 80% dat ra ban dau Khich hing myc tigu | 150-200 ngudi, chiém 20% ‘$6 Iugng san phim ban | 1000sp tir Ding nhu ky vong ra ngay 23/12— | dit ra ban dau hét ngay_ 25/12) Tinh trén s6 wong sin | Loinhudn — | Hon mite ky vong dat duge | phim bin ra tng 90% dén | ra ban dau cudi thing Loi nhugn tichuong |Loinhuan | Dang nhw myc titu trinh khuyén mai trong | tang 45% trén | ban dau dat ra 3 ngay tt ca sin pham Bang 1. 2: Dénh gid higu qua budi Hop bao3.3. Muc tigu sap téi: > Day manh ban hang trén cdc trang ban hang: websites chinh thife, sin thuong mai dign tir va tang cuéng cdc chuong trinh khuyén mai vao cdc dip 18 cudi nam. v Cung cp san phim cho cdc trung gian ban Ié va day manh chién dich Pr, marketing-mix dé dat muc dich Igi nhuan cao hon > Muc tiéu ban hang dat méc 100.000 san pham cho dén cudi nam 2021 va $ trigu toan bé toan bé san pham cho dén nam 2025 57Il. __Truyén thong Fanpage va Bao chi: 1. Trén Fanpage: Link Fanpage: https://www.facebook,com/15-one-T-Tay-da-chét-Cocoon-Dik-Lik- 100817195796639/ 4. Trén bao chi: Bai bio 1: v 3 Vv9pF'T/view? usp=sharing Wenn TINNONG TINTUC 24H CChinh tr) Theis Kinh doanh Gi tri Gio due Bb1séing Phdp lube ThE Thao Céng Nghe 15-oneT hop bao ra mat chinh tht’c san pham Tay da chét Cocoon Dak Lak zanaieon 1600 GMT+7 Ngay hém nay, 23 thang 12 nim 2021, 15-OneT dai dign Céng ty TNHH My phim thién nhién Natural Story a t6 chic hop bao ra mat dong san phim méi rat urge mong ché trong thdi gian gn day, sin phim Ty da chét Cocoon Dak Lak nim trong bé suru tap Cocoon Body Care. Syrkign thu hut durgc sy chi y tham gia ciia rat nhigu gueng mat trong gigi truyén théng cling nhu ngudi ham m6. ‘ng sin phi Ty dace Body Corn SE CNHI INGE CS BEEN ad GUE tng 1 bm 202 ‘Sn phim cé thiét ké nhé gon nén rt tin lol trong vigc mang theo. Bén canh dé, sin phim cé tng mau chi dao la mau ndu dim ca phé gidp ngubi ding hinh dung duge thanh phan chinh cla sn phim. Bac bet, xung quanh sin phim chia dy dt nhomg thong tin cn thiét gidp ngudi dung dé hig. Hinh 2.1: Preview bai bio 1 58Bai bao 2: https://drive. google.com/file/d/IhqRMmO. Co ditel-) LAM OEP _GIOLTINH _ KHOE DEP MOINGAY RE > sUCKHOE > LAMoEP Hop bdo ra mat san pham Tay da chét Cocoon Dak Lak cla 15-oneT Toa, H.Uyén 1600 - 23/12/2021 Ngay hém nay, 23 théng 12 nam 2021, 15-OneT dai dién Céng ty TNHH My phém thign nhién Natural Story da té chic sy kién giéi thigu dong san pham hoan toan mé\_Tay da chét Body Cocoon 88k Lak, gidp lan téa bi quyét lam dep tinh té cua thuong higu néi tiéng khép cd nude nay. Tod céinh bu hop bd ra md sn phém Téy do chet Cocoon B4k Lk a khich son liberty central salgon ‘wersie Hinh 2. 2: Preview bai béo 2 59PHU LUC Form khao sat khach hang I- TRANG 01 C4u_1: Gigi tinh cua ban 1a gi? * Nam ° Na * Khic Cau 2: «udi cia ban hign nay 1 bao nhiéu? + 14-20 * 20-30 © lénhon 30 Céu 3: Ban cé xu huéng str dung my pham bat nguén tir dau? = Vigt Nam © Nude ngoai Cau 4: Thuong higu my phim ma ban di va dang str dung: © L’Oréal (Phap) © Senka (Nhat Ban) * La Roche-Posay(Phap) * Carophy (Han Quéc) * Khac (Cfu 5: Ban da timg biét dén thuong higu Coceon Viét Nam? © Biét rat ro iét nhung khéng r6 Lim * Chua nghe lan nao Cau 6; Ban biét dén thuong higu COCOON théng qua hinh thire nao? 60© Qua ban bé gidi thigu © Qua sy tu vin cia nhig ngudi ed chuyén mén © Qua mang xd di © qua cic kénh fanpage, youtube ciia Cocoon + Myc khae Cau 7: Ban thudng mua san pham COCOON bang hinh thie nao? © Mua tai cde ctta hang tai dja phuong © Dit hang trén website chinh thie ciia Coccon © Dit hing trén cdc sin thong mai dign tir nhu Shope, Lazada, Tiki,.. © Dit mua qua cdc trang mang x3 hi nhu Facebook, Instagram,, TRANG 02 Cau 1: Ban cé dang sir dung sin phim ty é bao chét da ndo khéng? + Cc * Khong 2: Ban danh gid mite dé higu qua vé sp tay té bdo chét da ma ban dang str dung? rat kém higu qua - ... - ... rét higu qua. Tigu chi ma ban quan tim khi chon mua san phim tdy ¢é bdo chét la gi? © Gia thanh cia san phim © Chat luong san phim © Thanh phin cia sin phim © Thuong higu sin phim © Nguén géc cla my pham © Dugce nhidu ngudi sir dung © Quang cdo TVC hap dan, thy té * Cé cdc KOL, celebrities dai dign thyong higu * Khac 61im thay in da Body cia minh cé mét sé nhiing biéu hién sau in sii thiéu d@ min mang 2. xin mau thim chi xut hién mun 6 ving lung 3. xudt hién cdc dau hiéu lao héa. 4, da bj mat strc sing. Cu 5: Ban cé thuéng xuyén gdp nhimg van dé nao dudi day? 1, tigp xtic véi cdc téc nhan bén ngoai nhu khéi byi, tia UV 2. Thi gian lim vige/ hoc tap khong cy thé do sy thay déi cua tinh chat cong vide 3. _Khéng dap ting dit cdc nhu cau vitamin cho co thé. 6: Ban da ting biét dén sin pham tay té bdo chét da mat FACE cia thuong higu Coccon nay chua? Hinh 3.9: Tay té bao chét da mat Cocoon © Roi * Chua Cau 7: Néu an pham tay té bao chét BODY thuong higu Viét Lam tir thién nhién, khéng c6 két hgp cdc loai dng vat, dap tmg cac yéu cau cia ban thi ban c6 sit dyng khong? 62+ Cc * Khong Cau 8: Néu COCOON ra mit san pham méi tay té bao chét da BODY dugc chiét xuat tit nguyén ligu thién nhién thi ban cé s khéng? n lng mua sit dung hay + © + Khong C4u 9: Mite gid ban sin long chi tra dé mua san pham tay té bao chét BODY li bao nhiéu? + 100.000 -200.000 VND = 200.000 -300 + 300-400 + >=400 Cau 10: Néu tham gia budi ra mat sin phim méi Tay da chét BODY cia Coccon, ban mong muén duge tang qua hay voucher gi khi tham gia budi ra mat 6? «Voucher khuyén mai + Méc khéa + San phim miu ding thir cla COCOON + San phdm khac cila Coccon + Khic Cu 11: Dinh kém link khao sat cla ban tai day nhé! 63