Coca-Cola Company - Group Coconut.pdf

TRƯỜNG ĐẠI HỌC NGOẠI NGỮ - TIN HỌC
THÀNH PHỒ HỒ CHÍ MINH
 KHOA NGOẠI NGỮ 
BÀI TIỂU LUẬN
KẾT THÚC HỌC PHẦN HỌC KỲ I NĂM HỌC 2021-2022
MÔN THI: TRUYỀN THÔNG DOANH NGHIỆP
CHỦ ĐỀ: A COMMUNICATION PLAN FOR COCA-COLA COMPANY
Giảng viên: Nguyễn Thịnh Khánh Nguyên
Nhóm: Coconut
Sinh viên thực hiện: Đào Khánh Ngân – 19DH710917
Nguyễn Thị Ngọc Hương – 19DH710473
Trương Thị Ngọc Hân – 19DH710192
Nguyễn Tấn Nam Giao – 19DH713409
Nguyễn Thị Nhung – 19DH710483
Nguyễn Thái Bảo – 19DH713361
Thành phố Hồ Chí Minh, ngày tháng 11 năm 2021

HO CHI MINH CITY UNIVERSITY
OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY
DEPARTMENT OF FOREIGN LANGUAGES
A COMMUNICATION PLAN FOR
COMPANY

TABLE OF CONTENT
I. Researching ..........................................................................................1
1. Coca-Cola’s general information.......................................................1
 History.........................................................................................2
 Achievements..............................................................................3
2. Corporate identity ...............................................................................4
 Logo.............................................................................................4
 Product Portfolio........................................................................4
 Corporate Behavior ...................................................................5
 Core Value ..................................................................................6
 S.W.O.T Analysis.......................................................................6
3. Corporate reputation ..........................................................................7
 Reputation (domestic problems in 2019-2021)........................7
 Gap between corporate identity
and corporate reputation ..........................................................8
II. Objectives Settings...............................................................................9
III. Planning................................................................................................9
1. Identify and prioritize target stakeholder groups............................9
2. Identify themed message.....................................................................9
3. Develop a message style.....................................................................10
4. Develop a media strategy ..................................................................10
IV. Execution ............................................................................................11
V. Tool of Measurement & Evaluation ................................................14
VI. Risk Management..............................................................................15
VII. Budget .................................................................................................17

1
I. RESEARCHING
1. Coca-Cola’s general information
Company name in
Vietnamese:
CONG TY TNHH NUOC GIAI KHAT COCA COLA
VIET NAM
Company name in
English:
THE COCA-COLA COMPANY
Representative
Office:
10th Floor, The Metropolitan, 235 Dong Khoi, District
1, Ho Chi Minh City, Vietnam
Telephone: (+84) 28 38961000
Hotline: 1900 5555 84
Fax: (+84) 28 38972831
Website: http://www.cocacolavietnam.com

2
I. RESEARCHING
HISTORY
The coca cola was eshtablished in 29 January 1892 by Asa Griggs
Candler after he recklessly, decisively bought out the recipe and the right to
mix Coca-Cola from its father - pharmacist John Styth Pemberton. The Coca-
Cola Company have headquartered in Atlanta, Georgia, incorporated in
Wilmington, Delaware. Later in 1994, Coca-Cola entered the Vietnam
market. Coca-Cola is one of the best-known international brands in Vietnam.
Coca-Cola Vietnam's factories in Ho Chi Minh, Da Nang and Ha Noi recruit
about 2,500 employees, more than 99% of whom are Vietnamese.
Ho Chi Minh
Ha Noi
Da Nang

3
I. RESEARCHING
ACHIEVEMENTS
In 2019, marketing campaigns brought Coca-Cola 5 important victories
at the MMA Smarties Awards
organized by Vietnam Mobile
Marketing Association. This is
the only award globally to
honor outstanding innovations,
creativity and achievements in
the field of mobile advertising.
Coca-Cola was recognized as
the Best Brand of the Year in
Vietnam, featured in the nominations list of seven categories and won four
major wins, including three gold medals.
List of awards won by Coca Cola at MMA Smarties Awards 2019:
 Brand of the Year: Coca-Cola
 Gold Award for Brand Identity: Fuzetea +
 Gold Award in Promotion category: promotions of Coca-Cola Vietnam
 Gold Award in Cross Media category: Coca-Cola Uplift – Kicking off
the AFF Suzuki Cup season with AR virtual reality technology.
 Bronze Prize in Innovation category: Coca-Cola Uplift – Kicking off
the AFF Suzuki Cup season with AR virtual reality technology.
Also in this year, Coca-Cola Vietnam was recognized as the top 2
sustainable businesses in Vietnam by VCCI and the Top 1 favorite employer
by Career Builder.

4
I. RESEARCHING
2. Corporate identity
LOGO
PRODUCT PORTFOLIO
The Company's portfolio in Vietnam includes Coca-Cola, Coca-Cola Light,
Coke Zero, Sprite, Fanta, Minute Maid, Schweppes, Dasani, and Aquarius.
2021

5
I. RESEARCHING
CORPORATE BEHAVIOR
 Business Conduct:
 Acting with integrity around the globe
 Protect what is ours
 Demonstrate accountability
 Deal fairly with others
 Care for our communities
 Vision
Loved brands, done sustainably, for a better-shared
future. Coca-Cola vision is to craft the brands and
choice of drinks that people love, to refresh them in
body & 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.
 Mission
To refresh the world in mind, body, and spirit. To
inspire moments of optimism and happiness
through our brands and actions. To create value for making a difference.
Purpose
REFRESH THE WORLD. MAKE A DIFFERENCE.

6
I. RESEARCHING
CORE VALUE
Leadership Courage to shape a better future
Collaboration Leveraging Collective Genius
Integrity Be realistic
Responsibility If it is so, it is up to me
Passion Committed in Heart and Mind
Diversity Including our brand.
Quality What we do, we do well
S.W.O.T ANALYSIS
Strength Weakness
 Coca cola is a famous brand
 Global market shares and
large product portfolio
 The wide distribution network
 World-class marketing
campaigns
 Too dependent on the
beverage market
 Foreign exchange rate risk
 Problems related to water
resources
Opportunities Threats
 Product diversification
 Focus on healthy drinks,
instead of soft drinks
 Expand the partnership
 Exploit the market in
developing countries
 The competitive threat is very
high
 The new government
regulations on soft drinks
 The demand for health-
friendly products

7
I. RESEARCHING
3. Corporate reputation
REPUTATION (domestic problems in 2019-2021)
According to The Socialist
Republic of Vietnam Online Newspaper
of the Government, the Coca-Cola
Foundation (a global charity of the Coca-
Cola Company) has just announced a
grant “Communication to raise public
awareness and support in vaccination
against COVID-19” with a value of USD
400,000 (equivalent to VND 9 billion) to
implement activities through the coordination of the Vietnam Red Cross
Society. At the same time, Coca-Cola Vietnam has donated more than 37,000
beverage products, thousands of medical and antiseptic products, masks as
well as personal protective equipment to hospitals, isolation areas, and
communities.
Coca-Cola Vietnam conveys the message “Recycle me” (“Tái chế tôi”)
through the product packaging of all Coca-Cola brands. With this campaign to
change the packaging, Coca-Cola encourages consumers to join hands in
activities to support packaging recycling after using the product.

8
I. RESEARCHING
Besides, Coca-Cola also suffered many bad reputations such as:
According to Doi Song & Phap Luat Newspaper, in 2020, Coca-Cola
Vietnam Company was aggressively arrears by the General Department of
Taxation with more than VND 821 billion in tax debt, VND 289 billion in
late payment interest, and a fine of nearly 62 billion.
Coca-Cola has been administratively sanctioned by the Grassroots
Culture Department of the Ministry of Culture, Sports and Tourism for
advertising it lacks aesthetics when it comes to the slogan “Opening a can of
Vietnam” (“Mở lon Việt Nam”).
GAP BETWEEN Corporate Identity & Corporate Reputation
The Coca-Cola company's vision is to expect everyone to love its
products and its business conduct is an act of integrity and corporate
responsibility. But in reality, the Coca-Cola company's reputation is not what
it claims to be. Media often report on customers’ bad experiences with the
company's products. Through the current reputation of The Coca-Cola
Company, it can be seen that the corporate is suffering Image – Vision Gap.
 Strategic Intent: Regain the trust of customers in the corporate.

9
II. OBJECTIVE SETTINGS
Coca-Cola will organize a factory tour of the production line for 10,000
customers and the media as an affirmation to the Vietnamese consumer
community about the quality of the company's products. The event will be
held in February 2022 at all three Coca-Cola factories in Hanoi, Da Nang,
and Ho Chi Minh City. And we hope the event will reach more than 3 million
people by the end of March 2022.
1. Identify and Prioritize Target Stakeholder Groups
 The Community
Viet Nam communities related to Coca-Cola products will be the major
stakeholder group since they play a significant role in the profit and
changing reputation of Coca-Cola company. If the event is successful,
community reviews on the event may change the general opinion toward
our brand to help raise our reputation.
 The Customers
The experience of customers after the event is also important. If we can
wipe out bad rumors about the products by showing the actual state to
regain their trust, people will continue to use our product without a doubt.
 The Media
The media is an important factor in our plant. They help us to spread our
message and actions to reach millions of people that can’t join the event.
Regaining the trust of customers and rebuilding a positive brand is the main
objective of the event and we can’t do it without the media.
2. Identify Themed Message(s)
“Know what we do, decide what you use”
III. PLANNING

III. PLANNING
10
3. Develop Message Styles
4. Develop a Media Strategy
To publicize the event, a press conference will be conducted, which will
be broadcast on news and television channels.
 Coca-Cola will be held on social media in order to facilitate
communication with the community through websites such as
Facebook, TikTok, YouTube and Kenh 14. Coca-Cola will
communicate messages and other events on its website, as well as
readily connect with users and spread extensively throughout websites.
 During events, Coca-Cola pages will be regularly updated with
information about the processes, making it easier to communicate with
people. The videos will be posted on the YouTube Coca-Cola channel.
In addition, the news will be recorded and will always report on the
event's progress.

III. PLANNING
11
 Coca-Cola will contact notable direct influencers (Facebook, TikTok,
YouTube, etc.) directly to invite them to the event. And, with the
support of those direct influencers, the Coca-Cola brand will reach a
greater number of individuals in a shorter period of time.

IV. EXECUTION
12
In order to widely promote the Coca-Cola brand, and confirm the quality
of our products, we will arrange the following time:
08/02/2022
9:00am – 10:00am: Hold press conferences and invite media to write
articles to promote our activities to everyone (Kenh14, Tuoi Tre Press,
VN Express, etc.)
10/02/2022 – 17/02/2022
Organize ticket sales to visit the
factory (Ticket price to visit the
factory is 50,000 VND/ person)
22/02/2022
Invite guests who are shareholders
of Coca-Cola to attend the tour.
24/02/2022 Organize a factory tour in Da Nang
8:00am – 9:00am Check customer's entrance ticket
10:00 am – 11:00am
Start guiding customers to visit the
factory

IV. EXECUTION
13
25/2/2022 Organize a factory tour in Ha Noi
8:00am – 9:00am Check customer's entrance ticket
10:00 am – 11:00am
factory
26/2/2022 Organize a factory tour in TP.HCM
1:00pm – 2:00pm Check customer's entrance ticket
3:00pm – 4:00pm
factory.
After the tour, there will be a lucky draw game, players keep tickets to
check the order number and receive gifts from Coca-Cola. There will be 1
first prize and 10 sub-prizes, the first prize will receive a purchase voucher
of 1 million VND, the sub-prizes will receive a box of Coca-Cola.
15/03/2022 Check the full amount of ticket sales
and deduct 100% from it for SOS
Children's Villages Vietnam and Fund
for Children with Disabilities

V. TOOLS OF MEASUREMENT & EVALUATION
14
To count the number of participants we will scan the QR code printed
on the tickets sold to guests. Thereby, we can control the number of visitors
per day and aim to reach the set target of more than 3 million customers.
We will use the online survey to measure and evaluate the results of the
effectiveness of our first event. Because online surveys help customers
quickly evaluate, as well as comment on what they like or dislike about our
events. Although there are some disadvantages such as maybe 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.
Those things can lead to not very accurate data. However, the convenience
and comfort of customers are a top priority.

V. TOOLS OF MEASUREMENT & EVALUATION
15
The survey will include questions:
1. Did you attend our first event? (yes/ no)
2. Did you find this event interesting? (yes/no)
3. Did you see our message? (yes/no)
4. Do you understand our message? (yes/no)
5. Can you recall our message? (yes/no)
6. Would you support our message by buying our products?
7. What is your opinion about our event?
Through the survey, if the number of event favorites reaches 90% of the
total number of participants, it can be concluded that this event is completely
successful in regaining the trust of customers in the corporate.
 The possible issues may happen in our communication event
1. Organizing a tour for 10,000 people is tough to monitor, and
consumers who participate may become disoriented during the
event.
2. Technical concerns associated with the event equipment. Because
the event contains many electrical objects, fire precautions should be
observed at all times.
3. Children during the event.
Children are frequently mischievous, experimenting with things they
don't understand, which not only destroys event equipment but can
potentially result in a terrible tragedy.
4. Unexpected bad weather
VI. RISK MANAGEMENT

16
VI. RISK MANAGEMENT
 Solution
1. Check the tickets of attendees before allowing them to attend the
event.
In the event of a large-scale dispute beyond our control, we shall
inform the nearest police unit for rapid assistance so that attendance
is not adversely affected.
2. We should strategically put fire extinguishers across the event
grounds.
If a fire or explosion develops, turn off all electrical equipment
immediately and evacuate everyone to the exits. Then, quickly call
the fire department and use a fire extinguisher to extinguish the
flames.
3. Construct a loudspeaker system to aid in the search for missing
children.
 Remind parents to take proper care of their children at all
times.
 Technical equipment and display spaces should be kept out
of reach of children.
 Create a few distinct play places for the children.
4. Check the weather forecast several days before the event.
Make sure that roofs, tents, or other areas for shade from the sun and
rain can be used effectively.

VII.BUDGET
17
The cost of Ho Chi Minh, Da Nang, Ha Noi factory tours
Ha Noi factory tour
Quantity Initial Price Total
PR articles on electronic
newspaper page
25
(the length of
articles is 1000
– 2000 words
each)
8,000,000 200,000,000
Broadcast on HTV
2 (with a
duration of 1
minute 30
seconds)
220,000,000 440,000,000
Broadcast on VTV
2 (with a
duration of 1
minute 30
seconds)
330,000,000 660,000,000
Invite celebrities and KOLs
in Ha Noi cost
15 20,000,000 300,000,000
PR post on famous
Facebook fanpage
15 2,000,000 30,000,000
Run advertising on
Facebook
1 30,000,000 30,000,000
Run advertising on Tik Tok 1 50,000,000 50,000,000
Run advertising on YouTube 1 40,000,000 40,000,000
Coca Cola T-shirt as gift for
attending
10,000 20,000 200,000,000
Free Coca Cola drinks 20,000 3,000 60,000,000
Factory tour guide 5 10,000,000 50,000,000
Banner and decoration 1 20,000,000 20,000,000
Hire famous YouTube
channels to review the event
10 5,000,000 50,000,000
Total cost of
Ha Noi
factory tour
2,130,000,000

VII.BUDGET
18
Da Nang factory tour
Quantity Initial price Total
newspaper page
10
(the length of
articles is 1000
– 2000 words
each)
8,000,000 80,000,000
Broadcast on HTV
2 (with a
duration of 1
minute 30
seconds)
220,000,000 440,000,000
Broadcast on VTV
2 (with a
duration of 1
minute 30
seconds)
330,000,000 660,000,000
in Da Nang cost
5 20,000,000 100,000,000
PR post on famous Facebook
fanpage
10 2,000,000 20,000,000
Run advertising on Facebook 1 30,000,000 30,000,000
Coca Cola T-shirt as present
for attending
10,000 20,000 200,000,000
Hire famous YouTube
10 5,000,000 50,000,000
Total cost of
Da Nang
factory tour
1,800,000,000

VII.BUDGET
19
Ho Chi Minh factory tour
Quantity Initial price Total
newspaper page
20
(the length of
articles is 1000
– 2000 words
each)
8,000,000 160,000,000
Broadcast on HTV
2 (with a
duration of 1
minute 30
seconds)
220,000,000 440,000,000
Broadcast on VTV
2 (with a
duration of 1
minute 30
seconds)
300,000,000 660,000,000
in HCM cost
10 20,000,000 200,000,000
PR post on famous Facebook
fanpage
20 2,000,000 40,000,000
Run advertising on Facebook 1 30,000,000 30,000,000
Coca Cola T-shirt as present
for attending
20,000 20,000 400,000,000
Hire famous YouTube
10 5,000,000 50,000,000
Total cost of
HCM
factory tour
2,200,000,000

VII.BUDGET
20
Total cost for 3 Coca cola factory tour
Ha Noi Coca Cola factory tour 2,130,000,000 VND
Da Nang Coca Cola factory tour 1,800,000,000 VND
Ho Chi Minh Coca Cola factory tour 2,200,000,000 VND
TOTAL 6,130,000,000 VND

Coca-Cola Company - Group Coconut.pdf

Recommended

Recommended

More Related Content

Similar to Coca-Cola Company - Group Coconut.pdf

Similar to Coca-Cola Company - Group Coconut.pdf (20)

More from VThanhTho1

More from VThanhTho1 (12)

Recently uploaded

Recently uploaded (20)

Coca-Cola Company - Group Coconut.pdf