Coca-Cola is planning a communication campaign to promote environmental sustainability and social responsibility. The campaign will involve planting 2 million trees in Ho Chi Minh City by February 2022. Key elements of the campaign planning include identifying stakeholders like employees and the community, developing themed messages around "Together with Coca-Cola green the city", executing a media strategy utilizing press conferences, social media, and influencers, and measuring the results of the tree planting initiative. The goal is to enhance Coca-Cola's corporate reputation by demonstrating good deeds for the community.

1. HO CHI MINH CITY UNIVERSITY OF FOREIGN
LANGUAGES AND INFORMATION
TECHNOLOGY

FACULTY OF FOREIGN LANGUAGES
SUBJECT: CORPORATE COMMUNICATION
TOPIC: A COMMUNICATION PLAN FOR COCA-COLA CORPORATION
STUDENTS PERFORMANCE
Dương Lệ Quân - 19DH711381
Trần Ngọc Như - 19DH711522
Nguyễn Ngọc Hương - 19DH711371
Nguyễn Hoàng Tường Vy - 19DH710621
Nguyễn Thị Phương Uyên - 19DH712671
Ho Chi Minh, 8 January 2022

3. TABLE OF CONTENT
CHAPTER 1: SEARCHING
1.1. Coca-Cola general information.......................................................................................................1
1.1.1. History of establishment................................................................................................................2
1.1.2. Vision – Mission – Core values......................................................................................................3
1.1.3. Achievement………………………………………………………………………………………4
1.2. Coca-Cola introduction…………………………………………………………………………….5
1.2.1. Culture – People………………………………………………………………………………….6
1.2.2. The image of the company……………………………………………………………………….7
1.2.3. Logo of the company……………………………………………………………………………..8
1.2.4. Product portfolio…………………………………………………………………………………9
1.3. S.W.O.T analysis………………………………………………………………………………......10
1.4. Corporate reputation……………………………………………………………………………...11
1.5. Gap between corporate identity and corporate reputation…………………………………......12
CHAPTER 2: OBJECTIVE SETTING (S.M.A.R.T) ………………………………………………..13
CHAPTER 3: PLANNING…………………………………………………………………………….14
3.1. Identity and prioritize target stakeholder groups………………………………………………..14
3.2. Identity themed messages………………………………………………………………………….14
3.3. Develop message styles……………………………………………………………………………..15
3.4. Develop a media strategy…………………………………………………………………………..15
CHAPTER 4: EXECUTION…………………………………………………………………………...16
CHAPTER 5: TOOLS OF MEASUREMENT AND EVALUATION................................................18
CHAPTER 6: RISK MANAGEMENT..................................................................................................20
CHAPTER 7: BUDGET..........................................................................................................................23

4. CHAPTER 1: SEARCHING
1.1. COCA-COLA GENERAL INFORMATION
Company name in Vietnamese: CÔNG TY TNHH NƯỚC GIẢI KHÁT
COCA-COLA VIỆT NAM
Company name in English: COCA-COLA BEVERAGES VIET NAM LTD
Abbreviated name: COCA-COLA
General manager: Mr. SANKET RAY
Head office: 485 Xa lộ Hà Nội - Phường Linh Trung - Quận Thủ
Đức - TP. Hồ Chí Minh
Repressentative office: 10th Floor, Metropolitan Building, 235 Dong Khoi,
District 1, Ho Chi Minh City, Vietnam
Telephone: 028-38961000
Fax: 028-38972831
Email: vu@coca-cola.com
Website: http://www.cocacolavietnam.com
Year of establishment: 01/01/1994
ID No./License Number: 411043000812
Issue date: September 11, 2008
Total investment (USD): 400,298,011
Charter capital (USD): 205,523,611
Investment country: Singapore
Operational objectives: Producing soft drinks Coca-Cola, Fanta, Sprite,...
1

5. 1.1.1. HISTORY OF ESTABLISHMENT
In 1960, Coca-Cola was first introduced in Vietnam.
Operating in Vietnam since 1994, Coca-Cola Vietnam Beverage Company Limited was
established in the global development strategy of Coca-Cola group.
Before setting up the official headquarters in Vietnam, Coca-Cola had 3 headquarters in 3
North - Central - South.
In 1998, Coca-Cola merged these 3 headquarters into 1 headquarters located in Thu Duc - Ho
Chi Minh City. Coca-Cola Vietnam plays the role of manufacturing and distributing these
global branded product lines in the Vietnamese market.
Coca-Cola provides a variety of products to Vietnamese consumers with many brands such as
Coca-Cola, Sprite, Fanta, Samurai energy drink, Aquarius sports water, Dasani mineral water...
Over 25 years of entering the Vietnamese market, Coca-Cola is not only an enterprise with
impressive business records, providing job opportunities for 4,000 employees but also making
positive contributions to the economy and supporting the Vietnamese economy development
aid sustainable society. Through business investment activities, supply chain, distribution
network, human resources, and community activities, Coca-Cola has contributed significantly
to Vietnam's economy.
2

6. 1.1.2. VISION – MISSION – CORE VALUES
MISSION
To refresh the world and make a difference.
VISSION
Beverages for Life
Our vision is to craft the brands and choice of drinks that people love, to refresh them in body
and spirit. And done in ways that create a more sustainable business and better-shared future
that makes a difference in people’s lives, communities and our planet.
This has three connected pillars:
We craft meaningful
brands and a choice of
drinks that people love
and that refresh them
in body and spirit.
We use our leadership to
be part of the solution to
achieve positive change
in the world and to build
a more sustainable future
for our planet.
We invest to improve
people’s lives, from
our employees to all
those who touch our
business system, to
our investors, to the
broad communities
we call home.
3

7. CORE VALUE
1.1.3. ACHIEVENMENT
Coca-Cola Vietnam was recognized as the top 2 sustainable enterprises in Vietnam by
VCCI
Top 1 most favorite employers by Career Builder
BRAND OF THE YEAR 2019
Gold Award in 3 categories Brand
Awareness, Cross Media Mobile
Integration, Most Engaging Mobile
Creative
Bronze award in 3 categories of marketing in
the mobile game environment, Innovation and
Best Brand Experience In Mobile Rich Media
Industry Awards - Best in Town.
People are at the center of everything we do, from our employees to those
who touch our business to the communities we call home.
Each one of us can make a big difference for a better shared future.
 We value diversity, equity and inclusion
 We value equality
 We value human and workplace rights
 We commit to supplier diversity
4

8. 5

9. 1.2.1. CULTURE – PEOPLE
Company culture
From the very first day you join Coca - Cola, you will notice a culture where people are truly
dedicated to living the company's values. The Coca-Cola brand represents values: Care,
sharing, connection, integrity, and excellence.
A company - A team - One passion
A company: As a member of Coca - Cola, you get the ideal working environment, freedom to
find convex paths, support, inspiration. Every day, Coca-Cola offers its employees meaningful
learning opportunities, helping them develop the skills and anticipate the resources needed to
meet future needs.
A team: At Coca - Cola Company, work requires the vision, innovation, and passion of each
employee. Every day working at Coca - Cola is every day developing relationships to help you
succeed at work and develop your career.
A passion: From efforts to ensure a fair and inclusive workplace to responsibilities outside of
business, Coca-Cola is dedicated to bringing joy to everyone. The company builds a work
environment that can promote everyone's unique abilities.
People
Mr. SABKET RAY
General Director of Coca-Cola
Vietnam Company
6

10. 1.2.2. THE IMAGE OF THE COMPANY
BRAND IMAGE
Coca-Cola is a brand known for its
beverage products used to enjoy
moments of happiness and joy. Coca-
Cola "original" is considered to have a
unique taste.
Coca-Cola can definitely be called an
emotional brand. Its objective is to sell
an experience rather than a product.
Coca-Cola can be seen as a young
brand because its target consumers
mostly are teenagers.
The joy and happiness, the excitement
of the brand conveys through funny,
active advertising campaigns.
And Coca-Cola is associated with
friendliness because its price is
reasonable for everyone. Everyone can
buy a Coke for themselves.
7

11. 1.2.3. LOGO OF THE COMPANY
8

12. 1.2.4. PRODUCT PORTFOLIO
Coca-Cola's beverage portfolio currently includes 10 major brands in Vietnam.
From Coca-Cola to Dasani and FUZETEA+
Juices & Fruit-
Flavored Milk
Sport & Energy Drinks
Water & Tea
Carbonated Soft Drinks
In Vietnam today, the Coca-Cola brand is
providing a number of main products such
as:
Coca Cola glass bottles, cans, plastic bottles
Fanta orange, strawberry, fruit including
glass bottles, cans, and plastic bottles
Sprite glass bottles, cans, and plastic bottles
Diet Coke cans
Schweppes Tonic
Soda Lemon glass bottle, can
Crush Sarsi glass bottles, cans
Aquarius water
Samurai energy drink - glass bottle, can and
powder
Minute Maid Juice, Splash
Dasani mineral water
Nutriboost fruit milk
Fruit drink and bottled tea Fuzetea+
9

13. 1.3. S.W.O.T ANALYSIS
STRENGTHS
 Strong brand identity
 Highest brand equity
 Extended global reach
 Greatest brand association and
customer loyalty
 Largest Brand Valuation
 Dominant Market Share
 Unparalleled distribution system
 Acquisitions
WEAKNESSES
 Aggressive competition with
Pepsi
 Product diversification
 Health concerns
 Lawsuits
 Overdependence on Third-Party
Technology Providers
 Environmentally Destructive
Packaging
OPPORTUNITIES
 Introduce new products and
diversify its segments
 Increase presence in developing
nations
 Bring advanced supply chain
system
 Packaged drinking water
 Expand through Acquisition
THREATS
 Water usage controversy
 Pollution Lawsuit
 Direct and indirect competition
 Economic Uncertainty
 Increasing Health-Consciousness
10

14. 1.4. CORPORATE REPUTATION
Coca-Cola Vietnam has created jobs for 80,076 people in 2016-2018, of which 99% of
employees are Vietnamese. Providing clean water for the community, helping 82,000 indirect
and direct beneficiaries to access tap water and drinking water.
Cooperating with the World Wide Fund for Nature (WWF) and the International Union for
Conservation of Nature (IUCN), respectively, to implement the Tram Chim national park
project and the "Monkey cheek bag" project.
Protecting water sources from nature, 10 billion liters of clean water are preserved through
Tram Chim National Park project.
Always connect the community, bring new culinary experiences, break the mold, create a new
and healthy playground for young people and spread the beauty of regional culture through the
Food Festival. The street takes place every year.
Engaging and supporting the community, Coca-Cola brings people and cultures closer together.
We are constantly supporting the communities where Coca-Cola is present, growing together
and going through arduous journeys.
Coca-Cola constantly develops product quality and launches products that meet the needs of
the community.
Coca-Cola actively works with stakeholders, nonprofit organizations, communities,
governments, and industry businesses to implement recycling and reuse programs.
11

15. Overall, Coca-Cola has succeeded in renewing the world of mind, body, and spirit,
igniting moments of optimism and happiness through their brands and actions, and
creating value, and making a difference distinctive in the task they set.
Coca-Cola has maintained a good impression on the public and Certain functional
agencies about the quality of products are always quality and more and more
events are organized for the community.
Coca- Cola always improves the quality of life of the community design more and
more community programs. Taking a pioneering role with the One World Without
Waste initiative, Coca-Cola aims to make packaging part of the circular economy.
Coca-Cola actively works with stakeholders, nonprofit organizations,
communities, governments, and industry businesses to implement recycling and
reuse programs set ambitious goals around a central idea, making the problem of
global packaging waste a thing of the past.
STRATEGIC INTENT
Continue to promote beautiful actions towards the community.
Coca-Cola's strategies and actions work towards a better and sustainable shared
future that transforms the lives of people, communities, and our planet through
responsible business.
1.5. GAP BETWEEN CORPORATE IDENTITY
AND CORPORATE REPUTATION
12

16. CHAPTER 2: OBJECTIVE SETTING
To continue to promote good deeds for the community, enhance social
responsibility, constantly innovate the world and make a difference. During the
COVID-19 pandemic, Coca-Cola will host an event to help make the city greener.
The event will take place on December 10 and in which 500 trees are planted in
district 6, 500 trees are planted in district 11, 500 trees are planted in district 2, 500
trees are planted in district 4 of Ho Chi Minh City. With the number of participants
watching the event is 400 people. Coca-Cola's plan is to reach 2 million trees by
the end of 28 February 2022.
13

17. CHAPTER 3: PLANNING
3.1. Identity and prioritize target stakeholder groups
The important and significant stakeholders in this campaign will be: employees, the community
and the media:
Employees: Workers in the facilities, other personnel in Coca-Cola. They are the face of Coca-
Cola, and through which other stakeholders (the community, the government, etc) asset the
operation of the whole Coca-Cola. As a result, keeping employees satisfied, providing them
with standard work safety procedures, better working conditions, giving support through
certain events are extremely important in the operation of Coca-Cola. When the employees feel
being cared for they will do their best in helping Coca-Cola achieve its goals. Employees
(workers) are the main subject of the upcoming communication plan.
The community: The people in Vietnam, the customers of Coca-Cola’s products. They will
asset Coca-Cola’s operation to see whether Coca-Cola cares about their community and
environment. They play a crucial significant role in the profit and reputation of Coca-Cola.
They ensure Coca-Cola upholds its core operational value, fulfilling its responsibility as a
member of this community. If Coca-Cola succeeds in maintaining its promises, the community
will choose to continue as customers.
The media: Through TV channels, news articles, and reports, they will deliver Coca-Cola’s
messages and actions to millions of people. The media is an important factor to reach and
communicate with the community success of Coca-Cola lies in its reputation in the media.
3.2. Identity themed messages
“TOGETHER WITH COCA-COLA GREEN THE CITY”
14

18. 3.3. Develop message styles
3.4. Develop a media strategy
 A press conference will be held to announce the event which will be reported on the
news and TV.
 Coca-Cola will organize a social media team to communicate with the community on
Facebook, Instagram, and Youtube. Coca-Cola will deliver their messages and the next
event on their Facebook and Instagram pages, and interact with users to help spread the
event far and wide on the internet.
 During the events, Coca-Cola’s Facebook pages will constantly update on the process,
while also interacting with users. Videos will also be uploaded to Coca-Cola’s youtube
channel. And news channel will also be reporting the process of the whole event.
 The Coca-Cola team will reach out to famous online influencers (Facebook, Instagram)
for their participation in the event. With their help, this event will reach more and more
people in a shorter period of time.
Together with
Coca-Cola green the city
15

19. CHAPTER 4: EXECUTION
Date Event
21 November 2021 Contact news reporters (VTV) and
inform them about the event.
22 November 2021 Contact Ho Chi Minh City's local
authority for a tree-planting permit for
the city.
25 November 2021 Press conference to deliver Coca-Cola
message and announce the campaign.
Post about Coca-Cola event on
Facebook page, Instagram and Youtube
channel.
Contact famous the Facebook pages to
post news about company events.
Calling all employees to join and
respond to the event.
Reporters will also be notified to cover
corporate events.
“During the entire event, Coca-Cola's
Facebook and Instagram pages will
continuously update the progress of the
event.”
16

20. 28 November 2021 Run a mini-game on social media to
engage the audience by having them
share posts from the campaign’s fan
page with the hashtag #green the city
with Coca-Cola.
The luckier will get a 3 days tour of the
Coca-Cola factory in Atlanta.
29 November 2021 Transport the tree to the company to
prepare for the event.
Announce the lucky winner of the tour.
1 December 2021 Share pictures of passengers on flights
to tourist attractions.
10 December 2021 Campaign starts
Transport trees to the districts to plant.
Share photos and videos about the
company's tree planting in Ho Chi
Minh City.
28 February 2022 Campaign by the end.
2 March 2022 Announcement of event results.
17

21. CHAPTER 5: TOOLS OF MEASUREMENT AND
EVALUATION
We will use online surveys via the google form website to measure and evaluate
the results of our event's effectiveness. The survey will be held at the end of the
event with the participation of 400 peoples. We will collect the results quickly on
the company computer system. Through the survey, if the number of event
favorites reaches 90% of the total number of participants, it can be concluded that
the event is completely successful and brings benefits to the community.
The reason for using a phone survey is that it offers a number of advantages but
also some disadvantages.
Advantages Disadvantage
 We can get a lot of useful
information and creative ideas
to make the event more
successful.
 The response rate is about
65%.
 Survey costs are not much.
 We can identify market needs
easily.
 Easy statistics of survey
forms, easy information
statistics.
 Reduce the risk of disease
spread
 The customer doesn't do the
survey or some people feel the
survey is unnecessary so the
chances for people just hitting
buttons randomly to finish the
survey are high.
 It is difficult to find the
shortcomings of the event.
18
8

22. SURVEYS/ QUESTIONNAIRE
We design a questionnaire with 10 questions to ask the stakeholders who
came to join our communication events.
1. Do you know about our company? Yes/ No
2. Did you like this event? If not, then please state the reason.
3. What do you like most about this event?
4. What did you dislike most about this event?
5. What would you most like to change about the event?
6. Is the program content appropriate?
7. Where do you know this program?
8. What is our message? Can you recall it?
9. What do you think about our company images?
10. How do you feel about our message?
19

23. CHAPTER 6: RISK MANAGEMENT
1
Living environment of trees
 Risk analysis
- The skyscrapers in the city are built rapidly the cause of the
affected development of trees.
- In practice, a large minority of trees become gradually die
because of the fault in the process of growing trees.
- Trees are grown in conditions that do not appropriate with its
characteristic.
- Carelessness in transportation and supervision.
 Solution
- Consideration the place where have full of conditions for the
development of trees.
- Determination of the specific results of growing trees,
avoiding doing to trend, and running for achievement. Make
"action" become true, and have an effect in the real life.
- The unification of choosing the appropriate trees about the
conditions.
- Have the supervisor team while growing trees.
20

24. 2
Limited human resources
 Background
- The Covid-19 epidemic is also the main reason why human
resources are limited when implementing the tree planting
campaign.
- Many workers are still not qualified to receive 2 full doses of
vaccines.
- Planting trees is considered a rather laborious and time-
consuming campaign.
- Employees must run enough KPIs for each region before the
campaign ends 5 days (December 10 - February 28).
- The campaign takes place throughout Lunar New Year =>
workers have to work through Lunar New Year.
 Solution
- Funding for vaccines for workers who have not yet met the
conditions for 2 doses.
- Support for food and travel expenses.
- Employees are allowed to rotate their working hours freely.
- Laborers in the provinces and regions are entitled to 3 days of
Lunar New Year.
- Lunar New Year bonus x3 for employees who meet working
conditions throughout Lunar New Year.
- Sponsor Lunar New Year gifts and expenses for workers in
difficult circumstances.
21

25. 3
Spread the disease
 Background
With the situation of Covid-19 epidemic increasing day by day.
Organizing events with 400 participants is a worry for the
company. The event may infect participants, increasing the
number of infected people.
 Solution
Before entering the event, the company will organize a check of
the participants' health certificates. By the way the participant
will submit the proof to the company's official page. After the
test is completed, the company's staff will check that the
participants are not infected and make a guest list. The invitation
will be sent to the Gmail that you have sent a proof to the
company. When going to the event, there will be a guard serving
hand sanitizer spray for participants.
22

26. CHAPTER 7: BUDGET
No. Content Quantity
Initial price
(VND)
Total (VND)
1 The cost of renting a meeting room
package (Sofitel Plaza)
1 150,000,000 150,000,000
2 Cost of hiring VTV reporters 5 15,000,000 75,000,000
3 Billboards affixed to plants
transporting crops
12 10,000,000 120,000,000
4 The Tree 2000000 10,000 20,000,000,000
5 Editor 4 10,000,000 40,000,000
6 Cameraman (Filming the event and the
4 districts while planting trees until the
end of the event)
10 15,000,000 150,000,000
7 Drinking water (for event participants) 700 10,000 7,000,000
8 Hire workers to plant trees 1000 7,000,000 7,000,000,000
9 Travel expenses for winners:
- Flight ticket (two round-trip tickets)
- Food service, two-room in the
Westin Peachtree Plaza hotel (3 days)
1 450,000,000 450,000,000
23

27. 10 Vehicles to transport plants to the
company (29 November 2021)
12 Trucks 10,000,000 120,000,000
11 Vehicles to transport trees to the
districts (10 December 2021)
12 Trucks 15,000,000 180,000,000
12 Watering service for 6 months 1 100,000,000 100,000,000
Total (VND) 28,392,000,000