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1. HO CHI MINH UNIVERSITY OF FOREIGN LANGUAGE
INFORMATION TECHNOLOGY
FOREIGN LANGUAGE DEPARTMENT
Ho Chi Minh City, November 24th
, 2021
FIRST SEMESTER 2021 – 2022
Credit: CORPORATE COMMUNICATION
Topic: VINAMILK’S CORPORATE COMMUNICATION PLAN
Group: SPIRIT
Group members:
Đặng Duy Phú 19DH710266
Bùi Hà Tâm Như 19DH710696
Nguyễn Lê Ngọc Yến 19DH711097
Lê Tài 19DH713564
Nguyễn Thái Chúc Vy 19DH712201
Lê Thị Ngọc Trâm 19DH710235
Chế Nguyễn Thiên Ngân 19DH711750
Trà Thị Ngọc Hân 19DH712080
Phạm Nhật Duy 19DH711382

2. 2
CONTENTS
1. HISTORY BACKGROUND VINAMILK ....................................................3
1.1. Introduction Vinamilk:.............................................................................3
1.2. Vinamilk's identity ...................................................................................5
1.3. Reputation.................................................................................................6
1.4. GAP ..........................................................................................................7
2. OBJECTIVES SETTING:..............................................................................8
3. PLANNING....................................................................................................8
3.1. Identification and prioritization target stakeholder groups......................9
3.2. Identify themed message..........................................................................9
3.3. Develop message style ...........................................................................10
3.4. Develop a Media Strategy......................................................................11
4. EXECUTION ...............................................................................................12
5. TOOLS OF MEASUREMENT AND EVALUATION...............................15
6. RISK MANAGEMENT ...............................................................................17
6.1. Identify risk: Crowd management..........................................................17
6.2. Identify risk: Manage communication event on social media ...............17
6.3. Identify risk: Production equipment.......................................................18
7. BUDGET ......................................................................................................19

3. 3
1. HISTORY BACKGROUND VINAMILK
1.1. Introduction Vinamilk:
Vietnam Dairy Products Joint Stock Company (Vinamilk) is the number one
dairy company in Vietnam with more than 250 dairy products, including various
categories such as fresh milk, yogurt, condensed milk, soy milk, and many
related products to another milk. Vinamilk was established in 1976 with the
merger of three dairy brands in Vietnam, namely Dielac, Truong Tho, and
Thong.
By demonstrating consistent and uniform development throughout its history,
Vinamilk has achieved many proud results such as becoming the top 10 high-
quality Vietnamese goods for 8 consecutive years, the top 10 favorite
Vietnamese goods…
Some Vinamilk’s products

4. 4
Brand name Vinamilk
Logo
Full
Vietnamese
name
Công ty cổ phần Sữa Việt Nam
Full English
name
Vietnam Dairy Products Joint Stock Company
Stock trading
code
VNM
Founded year 1976
Director Mai Kiều Liên
Company's
revenue
52.63 trillion VND (2018)
The company's
profit
10, 278 trillion VND (2017)
Sub-brands Vinamilk, Dielac, Susu, Vfresh, Ong Tho, Probi..
Main items
Powdered milk, liquid milk, condensed milk, yogurt,
probiotics, ice cream, soft drinks...

5. 5
1.2. Vinamilk's identity
The building of culture was initially formed through a cultural book named
"Vinamilk Sea". Including 6 corporate culture principles of Vinamilk Dairy
Joint Stock Company.
 Responsibility: When anything happens, the first cause is your fault,
don't blame anyone.
 Creative and proactive: Never say no but always look for at least 2
solutions.
 Cooperation: Adults do not need adult supervision but need people to
cooperate. Let's cooperate equally with each other.
 Integrity: Don't change white for black, you have to be responsible for
all your spoken words.
 Excellent: An expert, in-depth study, in the field of international standard
experts.

6. 6
SWOT analysis:
STRENGTHS (S) WEAKNESSES (W)
 Famous brand with a long history
since 1976.
 Diversified product line not only
invests in dairy products.
 Distribution network stretches
across the country.
 Depends on foreign raw materials.
 The market share of powdered milk
is not high (more and more foreign
milk is imported to Vietnam).
OPPORTUNITIES (O) THREATS (T)
 The source of raw materials is
being supported by the government,
imported materials have a reduced
tax rate.
 The demand for milk for
Vietnamese people increases.
 Competing with other imported
dairy companies (consumers'
foreign psychology)
 The responsiveness of domestic
raw material areas is still poor.
1.3. Reputation
Vinamilk continues to hold the leading position in the
list of 50 leading brand in 2019 announced by Forbes
Vietnam Magazine.
With the right strategic orientation, effective, proactive
and creative corporate governance to overcome
difficult times and find development opportunities,
Vinamilk has regularly recorded its name in the
domestic and foreign reputation rankings such as top
50 largest listed companies and Forbes Asia’s 200.

7. 7
 Scandal:
Vinamilk has been accused of vague ingredients composition in producing so-
call “fresh milk”, causing the country leading diary group entangled in a
devastating rumour on social networks.
1.4. GAP
Gap between corporate identity and corporate reputation:
With more than 43 years of establishment and development, Vinamilk still
retain their mission of delivering the valuable nutrition to community with
respect, love and responsibility. Vinamilk has risen and become an economic
bright spot during Vietnam's integration into the WTO. The gap between
corporate identity and corporate reputation seems to have largely been
minimized. Vinamilk has become one of the leading enterprises in Vietnam in
all aspects, greatly contributing to the development of the country and
Vietnamese people. Vinamilk have to continuously innovate and launch more

8. 8
community programs with their core values to contribute to the development of
community health.
 Strategic intent:
Vinamilk not only focuses on the values it brings, but also plans to organize a
number of activities such as helping the government overcome difficulties,
supporting the frontline against the pandemic, and taking care of Vietnamese
people's health, especially Vietnamese children healthy future generations.
 To enhance nutrition for children, Vinamilk has coordinated with a
number of hospitals to ensure that there are enough products for each
child to drink 2 180ml milk cartons/day.
 Donating milk to doctors, nurses, and employees contributes to creating a
strong motivation for everyone to overcome the epidemic.
2. OBJECTIVES SETTING:
Objective:
“YOU ARE HEALTHY, VIETNAM IS
HEALTHY”
In the first quarter of 2022, Vinamilk will send 70
thousand nutritional care products (dairy products)
to 10.000 children born, 48.000 patients, 4.000
doctors, 6.000 nurses, and 2.000 workers in four
hospitals in Ho Chi Minh City (Tu Du Hospital,
Hung Vuong Hospital, Children’s hospital I, and
Children’s hospital II).
Each gift is worth around 200.000 VND:
Children born: 1 tin of Dielac Alpha 1 formular (900g)

9. 9
Patients:
 Under 2 years old: 12 Optimum Gold ready-made formular packs
(180ml), 8 Vinamilk yogurt sugar packs (100g) and 2 Vinamilk cheese
paper packs 8 portions (128g)
 Over 2 years old: 12 Vinamilk 100% UHT fresh milk sweetened paper
boxes (180ml), 8 packs of Vinamilk yogurt sugar (100g) and 2 Vinamilk
cheese paper packs 8 portions (128g)
Doctors, nurses, worker: 4-pack of Vinamilk UHT fresh milk with bird’s nest
(180ml), 4-pack of Vinamilk Almond Soymilk (180ml), 1 Ong Tho sweetened
condensed milk paper box (380g), 1 Southern Star sweetened condensed
creamer paper box (380g), 4-pack of Vinamilk yogurt sugar (100g) and 1
Vinamilk cheese paper packs 8 portions (128g)
3. PLANNING
3.1. Identification and prioritization target stakeholder groups
In the current situation of the Covid-19 pandemic,
Vinamilk - a manufacturer that always focuses on
community values - Vinamilk's goal is to share
and support people in overcoming difficulties and
caring for others. People's health aids them in
overcoming the perilous pandemic.
2021: Our target stakeholders: the community,
which includes children, adults, and the elderly
(those suffering from Covid-19); doctors and
frontline workers who are fighting the epidemic.
3.2. Identify themed message
“BRING HEALTHY, SHARE DIFFICULTY”
Since the COVID-19 epidemic took place, when the cooperation of businesses
is essential to accompany the fight against the epidemic, Vinamilk also further

10. 10
affirms its commitment to a series of practical activities, especially consumer-
oriented. Through this message, the value Vinamilk wants to bring is not only to
bring nutritious milk products to support people's health to overcome the
pandemic, but also to share the burden and support people to overcome
difficulties.
3.3. Develop message style
“VINAMILK NURTURE VIETNAMESE CHILDREN WITH THE
WORLD”
After 45 years of accompanying the development of the country, Vinamilk has
always placed the goal of taking care of children's nutrition first. The company
considers that as the foundation to carry out the mission for a healthy, rising
high future generation. Vinamilk continuously strives to achieve the goal of

11. 11
making dairy products according to international standards, with high quality
but suitable for the health of Vietnamese children. In parallel, there are
community programs on nutrition that Vinamilk has carried out for nearly 20
years, actively contributing to the mission for a healthy, rising high future
generation.
3.4. Develop a Media Strategy
Implement a campaign to support health care for the community: Based on the
platform of communication, announcement, and propaganda to find volunteers
to join Vinamilk in implementing the campaign through the message "You are
healthy, Vietnam is healthy".
With 55 million Internet users nationwide, Vinamilk realized that the company
could reach these highly engaged audiences with online video on Youtube and
Tiktok: this is one of the extremely popular platforms. The company has posted
many new product advertisements and given many meaningful messages in the
company's activities. Besides, to popularize its products, the company is
negotiating with some famous youtubers and tiktoker and some popular shows
like Running man Vietnam to bring promotional videos with meaningful
content.
The Ministry of Health's mouthpiece, Health and Life Newspaper, provides
accurate and reliable health information. As a result, Vinamilk chooses it as a
location to promote products and events with humanistic values, as well as
health care for all.

12. 12
VTV2 is a science and education channel owned by Vietnam Television (VTV).
The channel also has several health programs such as "For the health of the
Vietnamese." As a result, VTV2 is a convincing and trustworthy TV channel for
Vinamilk to deliver the messages and products it wishes to spread to the public.
4. EXECUTION
“You are healthy, Vietnam is
healthy”
Place: Tu Du Hospital, Hung
Vuong Hospital, Children’s
hospital I, Children’s hospital II
Date: 07/12/2021 – 20/12/2021

13. 13
Specific schedule:
Date Time Location Activity Executor
07/12
7:00 -
18:00
Social media
(pages with
Verify Blue
Tick of
Vinamilk)
Open an application
form for 50 volunteers
at each hospital, the
application will be
posted on Vinamilk's
homepage.
Announce the time and
place of the activity.
Vinamilk's call center
staff will call to confirm
the volunteer's
registration.
Applications can be
closed ahead of time if
the number of
volunteers is full
Media team
of Vinamilk
company
08/12
to
11/12
9:00 -
16:00
Hung Vuong
Hospital in Ho
Chi Minh City
Volunteers will receive
15.000 milk packages
from Vinamilk's staffs
and start the activity of
donating milk to
children born,patients,
doctors, nurses, and
workers at Hung Vuong
Hospital. The process
will be recorded by the
cameramen.
Volunteers,
cameramen
and
Vinamilk's
staffs
12/12
to
14/12
9:00 -
16:00
Children’s
hospital I in Ho
Chi Minh City
Volunteers will receive
20.000 milk packages
from Vinamilk's staffs
and start the activity of
donating milk to

14. 14
children born, patients
doctors, nurses, and
workers at Children’s
hospital I. The process
will be recorded by the
cameramen.
15/12
to
17/12
9:00 -
16:00
Tu Du Hospital
in Ho Chi Minh
City
Volunteers will receive
15.000 milk packages
from Vinamilk's staffs
and start the activity of
donating milk to
children born, patients
doctors, nurses, and
workers at Tu Du
Hospital. The process
will be recorded by the
cameramen.
18/12
to
20/12
9:00 –
16:00
Children’s
hospital II in Ho
Chi Minh City
Volunteers will receive
20.000 milk packages
from Vinamilk's staffs
and start the activity of
donating milk to
children born, patients,
doctors, nurses, and
workers at Children’s
hospital II. The process
will be recorded by the
cameramen.
7/12 -
20/12
All time
Facebook,
Youtube,
VTV2, Health
and Life
Newspaper
Popularize the
communication strategy
Media
organization

15. 15
5. TOOLS OF MEASUREMENT AND EVALUATION
To measure and evaluate the results of effectiveness of our event, we use the
following tools: paper survey. Volunteers will transmit the survey sheets right at
the time they give milk packages (around 70.000 sheets). Then, in each hospital,
they will collect them at the last day.
The reason for using paper survey is that it brings some advantages, but there
are some disadvantages as well.
Advantages Disadvantages
 We can access to large survey
resources.
 The response rate is about 90%.
 We only need to spend a low cost.
(only to print survey sheets; human
resources to transmit and receive
survey forms are volunteers of the
plan)
 We can indentify the market
demand.
 Using survey sheets consumes a
large amount of paper and affects
the environmemt.
 It is difficult to make statistics of
survey sheets by hands in a large
number of survey sheets.
 The quality of survey does not
completely match the issues we
need to survey. (Vietnamese people
tend to do quickly and check at the
good boxes of the whole pages)
 It’s hard to find out the
shortcomings of event, company, and
products.

16. 16
Questionnaire:
i. Have you receive our gifts? (yes/no)
ii. Are you doctor / nurse / worker / children born’s parents?
iii. Have you used our products? (yes/no)
iv. What do you think about Vinamilk’s current product packagings?
v. How do you feel about the quality of milk?
vi. Have you heard about “You are healthy, Vietnam is healthy”
event? (yes/no)
vii. How do you feel about this event?
viii. Do you want “You are healthy, Vietnam is healthy” to take place
again? (yes/no)
ix. Do you understand “bring healthy, share difficulty” message?
(yes/no)
x. Can you recall our message? (yes/no)
xi. In the future, if Vinamilk launches new products, are you willing to
buy it? (yes/no)
xii. Are you willing to recommend Vinamilk to your friends? (yes/no)

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6. RISK MANAGEMENT
6.1. Identify risk: Crowd management
 Analyzing risk: Because the event is community-oriented and will be held at
four major hospitals in Ho Chi Minh City, the number of participants will be
very large, posing some risks such as riots, jostling, and the spread of
infection disease at this time, and a lack of gifts.
 Solution:
- Contact the hospital management to obtain an exact count of participants
(patients, doctors, nurses, workers, etc.) so that you can plan of time and
prepare enough gifts.
- Gifts will be given to representatives from each department in the
hospital, who will then distribute them to patients, as well as doctors,
nurses, and workers on the previously sent list.
This will make the event less chaotic and crowded, prevent the spread of
disease, and send a message and a complete product to the community.
Everyone receives health care, and no one is left out.
6.2. Identify risk: Manage communication event on social media
 Analyzing risk: Because of the COVID 19 pandemic, organizing
communication event on social media like Facebook, Youtube, etc. plays a
very important role. However, this also has many disavantages such as the
interet is unstable, the message or content of event is not clear, viewers feels
difficult to inquire more information about products.

18. 18
 Solution:
- Check up the platform for the online event: Media team makes it easy to
market communication event, distribute content, and communicate with
attendees.
- Prepare questions carefully before an event takes place: To create live
chats, group discussions, live Q&A or online practice sessions, use a
livestream to make sure audience questions are addressed in real time.
Use the live chat box to moderate audience's questions before allowing
them to join the conversation.
- Pre-record high quality video: Content pre-recording to upload and
schedule delivery of that content at specific times. This is much easier as
an event organizer and ensures attendees have a high-quality video and
image experience. This helps commnication event work well with pre-
recorded content.
6.3. Identify risk: Production equipment
 Analyzing risk: Unforeseen risks of too many children. Because children are
often very active and curious about new things, their fidgeting can become a
hazard that not only affects event equipment but also sometimes causes
problems, tragic accident.
 Solution
- Build a loudspeaker system to find lost children
- Always remind parents to take care of their children
- Powered areas must be locked and supervised
- Technical equipment and display areas should be placed out of reach of
children
- Build a few play areas for the kids

19. 19
7. BUDGET
Content Quantity
Initial price
(VND)
Total
(VND)
Broadcast on VTV 1 100.000.000 100.000.000
Gift
71.000
milk packages
200.000 14.200.000.000
Editor 3 13.000.000 39.000.000
Cameraman 5 15.000.000 75.000.000
Survey sheet 72.000 70 5.040.000
Broadcast on Health
and Life Newspaper
4 10.000.000 40.000.000
Total
(VND)
14.459.040.000