CASE STUDY OF COCA

COLA IN VIETNAM
BY: AHMED JAN DAHRI
ROLL # (15-MBA-003)
CASE DESCRIPTION

How Coca-Cola Company protects its multi-billion dollar brand image

through community-based water projects.
Coca-Colas main challenge in Vietnam is finding the best way to localize
its global corporate social responsibility programming, while ensuring it
protects its brand image.
HISTORY OF COCA COLA COMPANY

Coca Cola started business in 8th May 1886 about 130 years ago.
The drinks name refers to two of its original ingredients, which were
Kola nuts (a source of caffeine) and coca leaves.
John Pemberton the original inventor of coca cola
INTRODUCTION TO COCA COLA COMPANY

The Coca-Cola Company is the worlds leading beverage company and

perhaps the most recognized brand name in the world.
Operating in 200 counties with a diverse product range consisting of an
astounding 500 brands and 3,300+ beverages.
the company considers the Coca-Cola name itself worth billions of
dollars.
Coca-Cola has been in business 130 years and has returned increasing
dividends to its stock holders for the past 54 years.
COCA COLA IN VIETNAM

Coca-Cola left the Vietnam at the last phase of war and back to the
Vietnam in 1994 and invested about US $400 million through bottling
plant.
It was the time where Vietnam was being consider under developing
countries thats why Coca-Cola returned and recover the same position
in the market
Coca-Cola introduces its products like Coca-Cola, sprite, Fanta, Diet
coke, Schweppes and Maid Splash juice.
RISK TO COCA-COLAS REPUTATION

Coca-Cola is committed sustainable practices as per their vision.

Coca-Cola is a beverage company thats why it needs water to
manufacture the product through processes for cleaning and cooling.
Coca-Cola using about 2.43 liter of water to make 1 liter of its product
in such country or area and runoff waste water in the environment (in
other words destroying crops, livelihood, and damaging the
environment by manufacturing process).
There was the risk for Coca-Cola about loose of brand image due to the
heavily consumption of water thats why Coca-Cola choose to work on
water projects.
COCA-COLA COMMUNITY BASED WATER
PROJECTS
Coca-Cola recognized that its brand image is in danger by damaging
environment and creating lack of water then immediately Coca-Cola
took an action for saving water and water replenishment projects.
Coca-Cola water program was based on 3 Rs:
Reduce: Reducing the consumption of water for producing product.
Recycle: Ensuring to recover water 100% to the environment which was
being wasted and making the environment polluted.
Replenishment: With local stakeholders: communities, government and
NGOs
GLOBALLY WATER PROJECTS

By implementing the vision, Coca-Cola has 250 water projects in more

than 70 countries.
Replenishment report of 2009 that Coca-Cola replenished 638 million
liters for communities and 28.8 billion liters to nature and
approximately 22% water used in the consumption of water for
producing the finished beverages.
COCA-COLAS STAKEHOLDERS IN
VIETNAM AND COMMUNITYS
ENGAGEMENT
Coca Cola CSR policies and decisions has directed from the
headquarter, Decisions Such as, What to focus on (Education, Health
and Water), Who to work with (Local NGOs and Local government),
Where to focus (Critical watershed areas, local community and factory
sites).
Sustainability (As Coca-Cola is for profit company with many
stakeholders thats why it cannot support few communities for life time
so Coca-Cola form the partnership with local health officials and train
them how to operate and maintain and measure the safety of water
system).
CONTINUED.

Community Engagement (Engage the communities by their

representative with the help of different department at district level for
water system) Monitoring and Evaluation (Coca-Cola has established
the partnership with USAID, WWF and UDNP).
COCA-COLAS EFFORTS FOR
SUSTAINABLE PROGRAM
Coca-Cola succeeded for sustainability of water system program by
providing training to the local communities, local government and local
NGOs and Students and teachers as well that after Coca-Cola left the
project who will make it sustain and successful.
HIGHLIGHTED ISSUES

Heavily Consumption of water 2.43 liter producing one liter of product

through manufacturing process.
Runoff wasted water into the environment which was creating problems
for the community.
Heavily consumption of water creating deficiency of water to the crops
and others.
It was tough to make projects sustainable.
PROJECT RESULTS

About 56,611 people of communities based programmed accessed to

clean water and 35,274 community members and 21,337 students and
teachers.
The overall water based program create the good brand image of Coca-
Cola.
Coca-Cola said that we have provided clean water for drinking and
cooking which is purified, clean and smell good.
One press event on the launch of water system generate the about 13
articles in local newspapers with positive image.
CONTINUED.

Coca-Cola invested huge amount on water system to make

environment good that creates the good brand image in the Vietnam.
Coca-Cola Used their water system based on 3 Rs which make it better
for communities as well as for nature.
THANK YOU