PR cuối kì

HO CHI MINH CITY UNIVERSITY OF FOREIGN
LANGUAGES AND INFORMATION TECHNOLOGY

Faculty of International Relations
Subject: Exploring public relations

EXTERNAL PR PLAN FOR HIGHLANDS COFFEE IN 2023
Instructor: MSc. Huỳnh Nguyễn Kim Phượng
Students: Bồ Khánh Châu – 22DH703458
Đào Thị Thùy Duyên – 22DH700437
Lê Trần Đăng Khoa – 22DH703469
Lê Nguyễn Bảo Nghi – 22DH701562
Lê Thị Bích Ngọc – 22DH703662
Huỳnh Trúc Nhi – 22DH701781
Huỳnh Ngọc Như Quỳnh – 22DH702196
Nguyễn Như Trâm – 22DH702851
Ho Chi Minh City, May 2023
EXTERNAL PR PLAN FOR HIGHLANDS COFFEE IN 2023 – GROUP 2NE1
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3
TEACHER'S COMMENTS
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Ho Chi Minh City, …/…/2023
Teacher
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EVALUATION TABLE OF GROUP MEMBERS
Ordinal
Full name Student code Grade Note
Numbers
1 Lê Trần Đăng Khoa 22DH703469 100% Leader
2 Bồ Khánh Châu 22DH703458 100%
3 Đào Thị Thùy Duyên 22DH700437 100%
4 Lê Nguyễn Bảo Nghi 22DH701562 100%
5 Lê Thị Bích Ngọc 22DH703662 100%
6 Huỳnh Trúc Nhi 22DH701781 100%
7 Huỳnh Ngọc Như Quỳnh 22DH702196 100%
8 Nguyễn Như Trâm 22DH702851 100%
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TABLE OF CONTENTS
TEACHER'S COMMENTS.....................................................................................................3
EVALUATION TABLE OF GROUP MEMBERS.............................................................4
PART 1: RESEARCH............................................................................................................6
1. The overview of chosen enterprise.................................................................................6
2. Highlighted PR activities of the enterprise (from 2018 – now).....................................8
3. Situation analysis: SWOT analysis..............................................................................12
PART 2: PR PLAN...............................................................................................................15
1. Objectives (follows SMART principles)......................................................................15
2. Target Audiences..........................................................................................................15
3. Target media (key strategic channels)..........................................................................18
4. Key Message................................................................................................................18
5. Big Idea........................................................................................................................18
6. Strategies and Tactics / Execution...............................................................................19
7. Timeline.......................................................................................................................21
8. Budget..........................................................................................................................23
9. Objective measurement and Risk management...............................................................26
PART 3: REFERENCES.....................................................................................................32
GUARANTEE........................................................................................................................34
6
PART 1: RESEARCH
1. The overview of chosen enterprise

• Name of the company: Highlands Coffee
• Field of business: Food and Beverage Service
• Achievements/ Awards (from 2018 – now)
+ Highlands Coffee is ranked 33rd nationwide and 30th in south on the list of “Top 100 best
employers of choice 2016”
+ HIGHLANDS COFFEE becomes TOP 50 most attractive employer brands for Vietnamese
students 2020
• Company’s reputation
Right from the beginning, the target audience of this chain of stores is serving middle-class
consumers, office workers, and young people. With that goal, it was easy to reach a large
number of customers. It doesn't take too long for customers to come and enjoy the modern
but no less typical Vietnamese coffee flavor along with the enthusiastic service from this
brand. For students or office workers who are too familiar with this brand, almost everyone
knows and has tried coffee at the store. Coverage in many walks of life, diverse menu,
always please customers, consider customers as relatives, as valued guests-companions.
Because of these things, Highlands Coffee is always loved and chosen by everyone. For
customers, the store always puts everyone's experience first, creating a feeling of comfort
and care.
7
• Vision and mission

- Vision: Becoming the most favorite coffee and tea brand in Vietnam and at the top of the
overseas coffee service shop system
- Mission: The aspiration is to develop Vietnam's long-standing coffee heritage and spread
the proud spirit that blends tradition and modernity. Hand-picked and refined clean,
quality coffee beans to bring true flavor to the people who enjoy.
• Core values
- Always focus on "proud of Vietnam" with space design that combines modern style with
Vietnamese identity at home and abroad.
- 100% sure that Vietnamese coffee is of high quality and imported from highland areas
specializing in cultivating and producing pure coffee beans. Confidently tell customers
about the quality and enthusiasm of each coffee bean.
- To strengthen and maintain the trust of customers, employees, and suppliers. Highlands
affirms business based on respect, integrity, and transparency.
- Customers are the top priority and want to bring the best, best experiences.
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2. Highlighted PR activities of the enterprise (from 2018 – now)
PR activities Time Detail
10/2/2018 Modernizing Dong Ho paintings with HLC

ĐƯƠNG ĐẠI HOÁ TRANH ĐÔNG HỒ
CÙNG HIGHLANDS COFFEE
8/12/2017 - 18/1/2018 Advertising series using Dong Ho paintings

HIGHLANDS COFFEE - FREEZE NGON,
Cultural story TRÒN CÂU CHÚC (MỚI) - CHỈ 49K
HIGHLANDS COFFEE - FREEZE TRÀ
XANH
HIGHLANDS COFFEE - CARAMEL PHIN
FREEZE
HIGHLANDS COFFEE - FREEZE CACAO
15/11/2018 - The program “KẾT NỐI VIỆT NAM, VI

31/12/2018 VU BIỂN NGỌC”
Proud Story 19/11/2018 Video clip “HIGHLANDS COFFEE: TỰ

HÀO SINH RA TỪ ĐẤT VIỆT, 1999”
Highlands Coffee - TỰ HÀO SINH RA TỪ
ĐẤT VIỆT, 1999
[new drink] Golden 16/1/2019 HLC opens sale of Golden Lotus Tea with
Lotus Tea the slogan “TẾT SEN VÀNG, XUÂN GIÒN
CHUYỆN”
16/1/2019 - 24/2/2019 The program “Lì xì tết vàng, rộng ràng

chuyện xuân”
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16/1/2020 New Version Golden Lotus Tea -

25/1/2020 Highlands Coffee x Huỳnh Lập x “Tết
27/1/2020 ngưng cà khịa - chuyện thêm bùi tai”
HIGHLANDS COFFEE x HUỲNH LẬP ||
Tết Ngưng Cà Khịa - Chuyện Thêm Bùi Tai
|| Cà khịa cân nặng sau Tết
|| Ế còn bị dính cà khịa
|| Cà khịa cân nặng sau Tết
12/1/2022 “Trà sen vàng - trà đi rồi tính”

HIGHLANDS COFFEE || TRÀ SEN VÀNG
- TRÀ ĐI RỒI TÍNH - TVC 30s
8/10/2022 [improve] Golden lotus tea - cool oolong -

sweet lotus seeds - crispy tapioca jelly (Trà
sen vàng - ô long thanh mát - hạt sen ngọt
bùi - thạch củ năng giòn giã)
Campaign 22/5/2019 Encourage customers to bring their own

“NHỮNG CÁNH reusable cups or bottles when they come to
TAY XANH – the shop to make purchases to receive the
CÙNG CHUNG offer of free upsize for all products
TAY, CÙNG
HÀNH ĐỘNG!”
Happy 300 shops 7/7/2019 - 21/7/2019 Gift vouchers to celebrate 300 shops
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19/7/2019 Share the story: "Welcome 300 shops,

welcome hundreds of rich stories"
1/10/2019 Story “HIGHLANDS COFFEE: 20 NĂM –

GẮN KẾT NIỀM TỰ HÀO ĐẤT VIỆT”
8/10/2019 MV “Highlands Coffee - 20 năm gắn kết

niềm tự hào đất Việt” (60 second) Highlands
Coffee - 20 Năm Gắn Kết Niềm Tự Hào Đất
Việt - 60 giây
Happy 20th birthday 29/11/2019 The journey “Highlands Coffee - 20 năm gắn
of HLC kết niềm tự hào đất Việt”
Highlands Coffee - Hành trình “20 Năm -
Gắn Kết Niềm Tự Hào Đất Việt”
8/11/2019 in Da Nang MUSIC PARTY “HIGHLANDS

City 16/11/2019 in Ha COFFEE 20 NĂM - GẮN KẾT NIỀM TỰ
Noi Capital City HÀO ĐẤT VIỆT”
23/11/2019 in HCMC
[new drink] 7/9/2020 Launch of the HIGHLANDS COFFEE

Highlands Coffee PHINDI 3 set (milk cream; almond; choco)
PhinDi - slogan
8/12/2020 HLC launches new Phindi Red Tea (Phindi
“Cà phê phin thế hệ
hồng trà mới)
mới - nhẹ phin - tròn
vị - thích thì
PhinDi”
Highlands Coffee - 27/3/2020 Audio "Self-isolation" with HLC by Bui

Branding Music Cong Nam
Content
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HIGHLANDS COFFEE - TỰ GIÁC CÁCH

LY
18/10/2021 Opening
App Highlands 10/1/2023 [improve] New functions, daily offers,

redeem points, listen and share stories at
App
Slogan “LÀM GÌ 11/3/2022 HIGHLANDS COFFEE || LÀM GÌ THÌ

THÌ LÀM - TỚI LÀM - TỚI HIGHLANDS CÀ PHÊ CÁI
HIGHLANDS CÀ ĐÃ!
PHÊ CÁI ĐÃ!”
1/11/2022 The program “Mua 1 tặng 1 - High-lên lên

deal”
Happy 23th birthday 22/11/2022 Story “Highlands Coffee || Là của chúng
of HLC mình”
HIGHLANDS COFFEE® || LÀ CỦA
CHÚNG MÌNH
The Tet’s program: 28/12/2022 Give away a deck of Truth or Dare cards
“Đón Tết này thật with bill from VND 199,000
khác lạ”
4/1/2023 Series of Truth or Dare cards:
HIGHLANDS COFFEE® || GAME ‘’THẬT
HAY THÁCH’’: TỔNG HỢP CHÙM CÂU
HỎI TẾT MÀ AI CŨNG MẮC CỠ
HAY THÁCH’’: TỔNG HỢP CÁC PHA
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CƯỜI LÊN BỜ XUỐNG RUỘNG VỚI

THỬ THÁCH
HAY THÁCH’’: TỔNG HỢP CÁC CÂU
HỎI KHÓ ĐỠ MÀ AI CŨNG NGẠI
The program “Hẹn 10/2/2023 - 28/2/2023 The program: Special offer for couples
yêu tại Highlands”
Slogan “Mạnh mẽ 3/2023 Gratitude to women and special offers for

làm điều mình yêu” sister associations
17/3/2023 HLC launching Summer program “VỊ

COOL SÁNG KHOÁI, TRÀ DƯA HẤU
[new drink] Lychee VẢI”
watermelon tea (Trà
dưa hấu vải) 24/4 - 30/4/2023 Mini game give away TUMBLER pastel
thermos cup - “SELFIE cùng trà dưa hấu
vải”
TUMBLER thermos 10/5/2023 HLC open sale TUMBLER pastel pink

cup HLC thermos cup
11/5/2023 Opening TUBMLER red thermos cup
3. Situation analysis: SWOT analysis

• S - Strength
- Highlands brand is a famous and long-standing brand in Vietnam. In addition, the brand is
founded and created by Vietnamese people, so it is more "favored" by customers, in the
context of the market being flooded with foreign brands. From the early days of its
founding until now, the brand has always created a firm belief for customers.
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- Highlands Coffee is one of the top brands in the Vietnamese coffee industry. The location
of the store is one of the things worth mentioning, the chain stores are all located in prime
locations, the big commercial centers. The space in most stores is spacious, there are
many areas inside and outside for customers to freely choose suitable and comfortable
seats. The stores are designed in the right style and the main color is brand red.
• W - Weaknesses
- The biggest weakness for Highlands is that the product lines are quite expensive
compared to many other classes. Although the brand targets middle-class customers,
there are still many shortcomings in the price of coffee.
- Although there are more than 300 stores nationwide, mainly in big provinces and cities,
they still have not had the opportunity to reach customers farther than in the provinces
and small cities in the Central, North, and South…...
- The biggest weakness of Highlands at the moment is that the way the communication is
not prominent and influential with customers, the way to promote coffee is not clear and
not widely accepted by customers. Highlands has been criticized for not properly
implementing its promotional campaign.
• O - Opportunities
- The biggest weakness for Highlands is that the product lines are quite expensive
compared to many other classes. Although the brand targets middle-class customers, there
are still many shortcomings in the price of coffee.
- Although there are more than 300 stores nationwide, mainly in big provinces and
cities, they still have not had the opportunity to reach customers farther than in the
provinces and small cities in the Central, North, and South…...
- The biggest weakness of Highlands at the moment is that the way the communication
is not prominent and influential with customers, the way to promote coffee is not clear
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and not widely accepted by customers. Highlands has been criticized for not properly
implementing its promotional campaign.
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 T - Threats
- Highlands has to compete fiercely with the top brands selling coffee products, big brands
from home and abroad such as Phuc Long, Starbucks, The Coffee House... Along with
that are foreign brands. has also been realizing that the Vietnamese market is full of
potential for service development, with large investments for foreign brands, this is a
difficulty to face.
- In addition, small businesses on the sidewalk or trolleys and vendors are also formidable
competitors of Highlands.
- There are more and more establishments selling different drinks such as milk tea, soft
drinks, lemon tea... more variety of choices for customers is also a problem in today's
market. Requires Highlands to create more diverse and trendy drinks to give customers
more choices and experiences when coming to Highlands.
- Marketing strategy must have creative points as well as advertising in more media,
running billboards when there is a special campaign to attract customers' attention.
Compete with brands in advertising, create more impressions with new customers and
cooperate with many fast food delivery companies such as baemin, gojek, grab, shopee,...
there are many incentives as well. as a special program for customers on online food
platforms.
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PART 2: PR PLAN
1. Objectives (follows SMART principles)

- The specific goal of the campaign "Environmentally friendly Highlands" conducted from
July 2023 to December 2023 (6 months) is to increase the brand awareness of Highlands
Coffee among customers with The target age group from 16 - 49 years old has not yet
approached and used Highlands Coffee's products from 67% (according to Q&Me survey)
to 77% (up 10%). In addition, it is also possible to increase sales and brand usage of
Highlands Coffee.
2. Target Audiences
Target Audience that Highlands Coffee will target are "middle-aged, office workers and
young people" from 16 to 49 years old.
- The Central: Da Nang City, Phu Yen Province, Binh Dinh Province
- The South: Ben Tre Province, Long An Province, Tien Giang Province, Can Tho City
- The North: Province Nam Dinh
 Occupation
Highlands targets customers who are businessmen, office workers and the young, dynamic
generation with a hobby of drinking coffee. Because when drinking coffee here will help
them improve their status. With a cozy space and soothing jazz music, Highlands is the right
place for office workers or business people to meet, meet customers as well as to relieve
stress after a tiring working day.
• Age
The potential age of our Brand customers is around 16-49 years old. At each different age,
there will be different physiological and psychological needs, so the need to spend money to
buy coffee shop services will be different, and our customers are divided into 3 different age
levels:
- From 16-35 years old: According to data from surveys 85% this is the age group with
stable income and great demand when using high-quality and convenient food and drink
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products. They are willing to spend a good amount of money to buy a glass of water to
enjoy, and the young and middle-aged age group is the group with the largest consumption.
At this age, they often use applications such as Facebook, Tiktok, Youtube, etc. Most of
them spend 5 to 7 hours surfing Facebook. So they easily update information from
Highlands Coffee(96%).
- From 36-45 years old: According to data from surveys 10% of this is the age above youth
but below the transition to old age. Their bodies appear certain dietary sensitivities, so they
will also limit the use of novel drinks. This age group will have a much smaller number of
customers than the 16-35 age group. And because they are also older, they will rarely use hot
applications like young people, most of them just watch TV, listen to the radio, and read
newspapers.
- From 45 years old and above, only 5% because this is the age above TB, most of them are
elderly people who have retired. They no longer have a stable income like young people.
The applications on their phones are little known, but only reading books and newspapers is
the main thing. So eating in large modern stores only accounts for a small number, they will
not spend a good amount of money to spend on a glass of water.
 Gender
- With a strong personality, male customers will often tend to drink the drink has a strong
taste, rich in energy to help refresh the spirit and keep them alert. On the contrary, for female
customers, they will tend to choose fatty, sweet, and mildly aromatic drinks, and besides,
healthy factors are also considered.
- According to the survey, the female gender accounted for 53.3% and the male gender
accounted for 46.7%. After clarifying the above issues, we will conclude one more thing that
gender does not affect the demand for using products and services at Highlands Coffee.
 Hobbies
Highlands Coffee is a good choice for customers who want to use the space to discuss
business or socialize, for example, business people when doing business, negotiating
contracts with partners, can make an appointment to meet partners at Highlands Coffee. In
combination with enjoying coffee, customers coming to the cafe also have the purpose of
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relaxing and de-stressing after stressful working hours, especially for office workers. For
young people who need a meeting place, For group meetings or dating, Highlands Coffee is
an ideal place for many customers. Many places also have rooms for organizing meetings
and birthdays
• Region of living
The location of the store is one of the things worth mentioning, the chain stores are all
located in prime locations, the big commercial centers. The space in most stores is spacious,
there are many areas inside and outside for customers to choose suitable and comfortable
seats freely. The stores are designed in the right style and the main color is brand red.
• Browsing habits
Currently, there are many applications appearing in our lives to serve the needs of people
such as Facebook, TikTok, Instagram, etc. But the most commonly used application today is
Facebook, one day they have can spend 7 to 8 hours. Highlands Coffee's marketing strategy
has taken advantage of the growth of social works, especially Facebook, the largest social
network in the world, and has done very well with its communication operations on these
platforms. When posted on the brand's official fanpage, articles always get a lot of mer
discussions. Statistics show that the brand has gotten up to 96% of client input and debate on
Facebook. In this app update them with hot and latest information. Besides, the equally
popular application is Tiktok, which many young people use. They regularly post
information about famous places and restaurants. These are probably the two most effective
communication channels.
 Spending habits
In the growing digital age, a wide range of information and trends can be accessed. Today,
people's shopping habits and experience of food services will be easily influenced by trends
and trends. From the reviews of influential bloggers on social networks or from friends and
relatives rather than experiencing it yourself. Due to the era of high technology, people have
gradually changed the means of payment from cash to payment via popular mobile
applications such as Momo, ZaloPay or Smart Banking.
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3. Target media (key strategic channels)

- Customers between the ages of 30-45 are targeted by VnExpress.net, Vtv.vn, and
24h.com. For customers between the ages of 16 and 29, there are also Youth.vn and
Foody.vn.
- Facebook
- Tiktok
- Instagram
- Posters
4. Key Message
The message "Highlands Coffee cùng bạn giảm thải nhựa" is what Highlands Coffee wants
to get through. Highlands Coffee encourages the use of natural products as a way to lessen
the usage of plastic as a result.
5. Big Idea
The persuasive "Reducing plastic products" message from Highlands' "Environmental
friendliness" campaign. The campaign's message is to create environmentally friendly items
to replace plastic ones and alleviate pressure on the environment while promoting
environmental. In addition, Highlands Coffee intends to inspire the general people to join
Highlands in this initiative by taking part in tree-planting events in the Vietnamese
provinces.
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6. Strategies and Tactics / Execution

Media
Target
Activity Message channel/ Time Note
audience
Place
An introduction is being
run on Facebook and
Facebook Tiktok to promote the
Tiktok "Environmentally
Friendly with
Highlands" campaign.
- Target
“Xanh
Love customer Press articles titled
sạch đẹp 25/6/2023
green, do (age from "Highlands Coffee
cùng -
green, 16-49) transforms with the
Highlan 24h.vn 27/9/2023
live green - Press message Love green, do
ds” Vnexpress.vn
green, live green" will
appear on July 1 and July
2, 2023.
The
workshop
will be held at
stores nation
“Một Save Target Facebook 1/10/2023 An introduction is being
hạt Trees, Go customer Tiktok – run on Facebook and
giống, green, (age from 30/11/202 Tiktok to promote the
một Love the 16-49) 3 "Một hạt giống vươn
mầm Planet Press mầm sự sống" campaign.
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Press articles titled

"Highlands to plant
24h.vn trees with you" will
Vnexpress.vn appear on July 1 and July
cây - 2, 2023.
Góp
Planting trees
ngay
all across the
thành
country, but
rừng"
primarily
concentrating
on extending
the range of
tree planting
flood-prone
areas.
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7. Timeline
Stage Plan Activities Start End
Launching the campaign

1/7/2023 31/12/2023
"Environmentally friendly Highlands"
Notice of Highlands Coffee's change

within a week. Run social networking 1/7/2023 7/7/2023
platform post advertisements.
Change plastic cups to paper cups. 8/7/2023

"Xanh - Sạch
Notice about discount with vouchers.
1 - Đẹp cùng
When purchasing the store's packaged 15/7/2023 27/7/2023
Highlands"
coffee line, receive 30% off.
Operation "Hạt giống vươn mầm sự

1/8/2023 31/12/2023
sống"
Launch "Rice Milk Coffee" across the
5/8/2023
country.
Run media articles for Highland's new
1/8/2023 31/8/2023
product.
Publishing media to commemorate
2/9/2023
National day on September 2nd.
On September 2, a workshop titled
"Reducing plastic waste" will be held
in honor of National Day. (Picture- 2/9/2023 10/9/2023
making on Highlands Coffee paper
cups.
On the first day of school, 30%
5/9/2023 10/9/2023
discount for Students - Students.
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Giving Voucher to buy 3 get 1 free on

Mid-Autumn Festival. Free moon 12/9/2023 27/9/2023
cake for bill over 200,000 VND
Open the mini game "Chasing pictures
to catch words" and give a 10% 1/10/2023 3/10/2023
discount voucher.
Campaign announcement for
“Một hạt "Highlands cùng bạn góp một mầm 5/10/2023 10/10/2023
giống, một cây - Góp ngay thành rừng".
2 mầm cây - Lauch "Sprout Coffee" nationwide. 12/10/2023

Góp ngay
Run media articles for Highland's new
thành rừng" 12/10/2023 31/10/2023
product.
Print "Vietnamese woman" on
20/10//2023 31/10/2023
Highlands Coffee's pink paper cups.
Announcement about the launch of a
new product - "New vaccuum bottles 1/11/2023 5/11/2023
Limited edition"
Officially launching the new "New
Vaccum Bottle limited edition" of 6/11/2023 31/12/2023
Highlands Coffee.
Run the media for "New Vaccum
Bottle limited edition" of Highlands 6/11/2023 30/11/2023
Coffee.
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Budget
Incurred
N Quanti Total cost
Categories Unit Unit price cost Total price
o. ty (VND)
(10%)
Activity 1: Press Media expenses
Vnexpress.
1 Post 6 ₫5,000,000 ₫3,000,000 ₫30,000,000 ₫33,000,000
net
2 Vtv.vn Post 6 ₫5,000,000 ₫3,000,000 ₫30,000,000 ₫33,000,000
24h.com.v
3 Post 6 ₫3,000,000 ₫1,800,000 ₫18,000,000 ₫19,800,000
n
Activity 2: Celebrity, KOL, KOC
Hà Anh perso ₫50,000,00

1 1 ₫5,000,000 ₫50,000,000 ₫55,000,000
Tuấn n 0
perso ₫50,000,00
2 H 'Hen Niê 1 ₫5,000,000 ₫50,000,000 ₫55,000,000
n 0
Nguyễn
perso ₫50,000,00
3 Thúc Thùy 1 ₫5,000,000 ₫50,000,000 ₫55,000,000
n 0
Tiên
Activity 2: Cost of producing a new product
Paper cups
(coated 1,000,0 ₫250,000,0 ₫2,500,000, 2,750,000,0
1 Cup ₫2,500
with PE 00 00 000 00 VND
paper)
25
₫120,000,0 ₫1,200,000, 1,320,000,0

2 Glass cups Cup 40,000 ₫30,000
00 000 00 VND
Stainless Spoo ₫24,000,00 ₫240,000,00 264,000,00

3 30,000 ₫8,000
steel spoon n 0 0 0 VND
Stainless
steel 304
thermal
mug with
the
Highlands 78,100,000
4 Cup 1,000 ₫71,000 ₫7,100,000 ₫71,000,000
Coffee VND
company
logo in
emerald
color
(#50C878).
Ingredients
used to
₫400,000,0 ₫40,000,00 ₫400,000,00 440,000,00
5 make "Rice
00 0 0 0 VND
milk
coffee"
Ingredients
used to
₫450,000,0 ₫45,000,00 ₫450,000,00 495,000,00
6 make
00 0 0 0 VND
"Sprout
coffee"
7 Payment Cup 400,000 ₫3,000 ₫120,000,0 ₫1,200,000, 1,320,000,0
26
required
for the
printing of
images on
paper cups
(20/10),
00 000 00 VND
which is
National
Day and
Vietnames
e Women's
Day.
Activity 3: Electronic Commerce expenses
₫200,000,0 ₫2,000,000, ₫2,200,000,

1 Shoppee Click 4,000 ₫500,000
00 000 000
₫90,000,00 ₫900,000,00 ₫990,000,00

2 Lazada Click 3,000 ₫300,000
0 0 0
Activity 5: Social media expenses
200000 ₫80,000,00 ₫800,000,00 ₫880,000,00

1 Youtube View ₫400
0 0 0 0
2 Facebook Click 9,000 ₫1,000 ₫900,000 ₫9,000,000 ₫9,900,000
₫250,000,0 ₫2,500,000, ₫2,750,000,

3 Tik Tok View 10,000 ₫250,000
00 000 000
TOTAL (VND) 12,498,000,
27
000 VND
13,747,800,
TOTAL WITH INCURRED COST (10% VAT) (VND)
000 VND
9. Objective measurement and Risk management

9.1 Objective measurement
Activities Objective measurement
Launching the campaign Promote media on social networking sites such as

“xanh-sạch-đẹp cùng Facebook, TikTok, Instagram... See how much customers
Highlands” pay attention (average of 1000 customers or more)
Launches new products “Rice Calculate the sales volume of the new product line and
Milk Coffee” receive comments and reviews from customers
Launching the campaign “Một The number of customers participating, responding to

hạt giống, một mầm cây-góp planting trees with Highlands, and accompanying
ngay thành rừng” Highlands for this campaign
Open a workshop to design Count the number of customers participating in the

your paper cups workshop and share it with friends, relatives, or on the
media (at least 500-700 people)
28
9.2 Risk Management
No Risk Solutions
- Stores must be proactive in safely

isolating employees and employees;
between employees and customers.
- There is always alcohol spray
1 The Covid-19 pandemic is coming back
available in the store at the self-
service counter.
- The store always prepares medical
masks in case customers need them.
WORKSHOP Determine the workshop's topic (make it

Dress up relevant to the date of September 2 and
paper cups the theme of Pride in Vietnam). To be
Due to poor effective, choosing the workshop date
communication, an must be done with the target client group
inappropriate workshop in mind and must occur 3–7 days before
time, and a lack of to the holiday. The workshop can be held
2
relevance for the target in 2-4 days (with the same or a
audience, there aren't comparable curriculum in numerous
many people attending the branches throughout the city and
workshop. district). Run communications with the
registration link to manage attendance,
and confirm one day prior to the
workshop.
3 What will you do upon Showcase all items; auction to collect

completion of the design? money for tree planting; first-, second-,
29
and third-place works.
Utilize used paper cups by gathering old

cups from consumers that have been
Using fresh or second- cleaned and dried (notice the product
4
hand paper cups? marking to prevent confusion); Use
smashed and moldy mugs as a resource
when traveling.
Planting When necessary, HLC must have

Many participants lost
activities supplies like drinking water and medical
their stamina, suffered
teams ready. When attending the
5 from heatstroke, and
festival, one is required to follow certain
fainted due to the extreme
rules, such as bringing a water bottle and
heat.
preparing sun and health protection.
When choosing a date, HLC should first

check the weather and have a Plan A, B,
C, and D in place for a variety of
It’s rainy.
6 weather-related scenarios, including light
showers, heavy rain, and cloudy rain.
Make sure the participants' well-being
and activities are effective and fulfilling.
7 Many of you are not The participants should attend a training

proficient in planting trees. session to learn more about trees,
experience planting them, and gain an
understanding of why HLC and you are
running this campaign.
30
It is a good idea to survey the

Plants are neither suited to topography, the seeding area, and the
8 the soil, nor are they suited plant variety selection. Get ready with a
to the climate. complete set of planting tools and
additional space.
Resilience strategies:
- Celeb is early or late for a flight: if not,
Celebrity issues such a express regret for the unanticipated
9 delayed flight, poor health, mishap and go on.
etc. - Absence unstable health condition: take
an explanation video or video call
- Organize the "Green with HLC"

HLC runs campaigns to protect the festival
environment, but too many customers do not - Organize green living challenges
10 dispose of HLC's waste in particular and - Organize environmental contests such
waste in general in the right place, affecting as recycling,...
HLC's image and the campaign's reputation. - Instructing staff to clean up around
HLC's store area
11 The video shot at the store is considered - Place a camera in the water-making
"unhygienic" in the water-making area and area and show it on TV in the store so
also outside the shop that customers can be assured of the
quality of hygiene.
- Determine the authenticity of the
video
+ If the store is wrong, admit it and
apologize
31
+ If the video is fake, quickly correct

the information
Resolve work in the spirit of peace =>

Customer A spills water from a paper cup on HLC must have policies and terms for
12
Customer B's property customer A and also customer B so that
customers feel respect and appreciation
- HLC must have a clear purchase

contract with the manufacturer of
paper cups, straws, etc. The place of
production must be a reputable place,
Customers/competitors create fake videos that proves the quality of the source
saying that the origin of paper cups, and the safety of the customers.
12 straws, ... is not clean, saying that HLC is - Store managers must be honest, and
greedy for profit, so it uses poor quality inspect goods with proper papers
products,... before they can be used for business
- When there is a problem, HLC
quickly issues a press release
confirming the source of safe and
quality goods
Train employees from the beginning on

working attitude and attitude to
communicating with customers. It is
The staff has an unfriendly attitude towards
necessary to put in place deterrent and
13 customers when customers ask to use plastic
screening measures so that employees
cups and do not want to use paper cups
have a progressive attitude, are willing to
learn, and take care of customers in the
best way.
32
- Customers using their own glasses will

receive a 10% discount (applicable to
both drinks at CH and takeout)
- TH buys take-out but doesn't bring
their own cup, customers have to pay
the extra service fee
- Customers who drink at the store will
be able to use the shop's glasses
Risks of preserving paper cups, and grass
14 - In transporting large quantities of
straws in transportation, high cost
cups, the carrier is required to pack
carefully, lined with millet paper to
prevent breakage and distortion.
- Stores must proactively arrange
warehouses to always be dry and cool,
clean and sanitize regularly, and
prevent the warehouses from getting
moldy and animals proliferating.
33
PART 3: REFERENCES
N
Title Author Time Link
o
https://
Chiến lược Marketing của
Võ Tuấn quangcaosieutoc.com/
1 Highlands Coffee CHI TIẾT 11/4/2023
Hải chien-luoc-marketing-
A-Z
cua-highlands-coffee/
Chiến lược marketing của https://oriagency.vn/
2 highlands coffee: giá trị việt Ori Agency 27/5/2022 chien-luoc-marketing-
trong ly cà phê cua-highlands-coffee
Trung Nguyên và Highlands https://cafef.vn/trung-
Coffee: Thương hiệu nào có nguyen-va-highlands-
độ nhận diện cao nhất, được coffee-thuong-hieu-nao-
3 Cafef.vn 21/12/2022
người Việt sử dụng nhiều co-do-nhan-dien-cao-
nhất? nhat-duoc-nguoi-viet-su-
dung-nhieu-nhat
Phân tích mô hình SWOT của https://brademar.com/
4 Highlands Coffee Brade Mar phan-tich-mo-hinh-swot-
cua-highlands-coffee-2/
Phân tích chiến lược https://amis.misa.vn/
Marketing của Highlands MISA 30641/chien-luoc-
5
Coffee – Thương hiệu cà phê AMIS marketing-cua-
nổi tiếng highlands-coffee/
Điểm mạnh điểm yếu của https://www.cooked.vn/
COOKED
6 Highland Coffee: Phân tích 6/9/2022 post/diem-manh-va-yeu-
F&B School
chi tiết cua-highland-coffe
7 Lịch sử thương hiệu Hà Thu 14/8/2021 https://sidoni.net/lich-su-
Highlands Coffee - Câu thuong-hieu-highlands-
34
coffee-cau-chuyen-
chuyện truyền cảm hứng, tự truyen-cam-hung-tu-hao-
hào sinh ra từ đất Việt sinh-ra-tu-dat-viet-
s11582.html
https://zingnews.vn/su-
Sự mở rộng của các chuỗi cà mo-rong-cua-cac-chuoi-
8 Minh Khánh 19/2/2023
phê ở Việt Nam ca-phe-o-viet-nam-
post1402960.html
https://cafebiz.vn/cuc-
dien-chuoi-tra-ca-phe-
Thị trường đồ uống trà & cà
2022-phuc-long-cung-
phê 2022: Phúc Long cùng
highlands-coffee-but-
9 Highlands Coffee bứt tốc, The Cafebiz.vn 3/8/2022
toc-the-coffee-house-va-
Coffee House và Trung
trung-nguyen-legend-
Nguyên Legend chững lại
chung-lai-
20220803130413448.chn
https://cafebiz.vn/chuoi-
Chuỗi cà phê lớn nhất Việt
1 ca-phe-lon-nhat-viet-
Nam Highlands Coffee đang Cafebiz.vn 29/11/2021
0 nam-highlands-coffee-
kinh doanh ra sao?
dang-kinh-doanh-ra-sao
https://
1 www.youtube.com/
Youtube Highlands Coffee
1 @highlandscoffeevietna
m5504/
https://
1 Chuyên mục Tin tức trên
www.highlandscoffee.co
2 website Highlands Coffee
m.vn/vn/tin-tuc.html
35
GUARANTEE
Due to limited information, there are still a lot of gaps in the PR strategy for Highlands
Coffee in 2023, but the contents of this report serve as a testament to our successes. under
Master Nguyen Thi Kim Phuong's direction.
We hereby state: No portions of the essay report on the topic of External Public Relations
have been taken verbatim from any other essays. We would wish to accept full responsibility
before the Examination Board if it is untrue.
The representative of group 2NE1,
Leader
Le Tran Dang Khoa
36
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HO CHI MINH CITY UNIVERSITY OF FOREIGN

LANGUAGES AND INFORMATION TECHNOLOGY

Subject: Exploring public relations

Ho Chi Minh City, …/…/2023

EVALUATION TABLE OF GROUP MEMBERS

1 Lê Trần Đăng Khoa 22DH703469 100% Leader

2 Bồ Khánh Châu 22DH703458 100%

3 Đào Thị Thùy Duyên 22DH700437 100%

4 Lê Nguyễn Bảo Nghi 22DH701562 100%

5 Lê Thị Bích Ngọc 22DH703662 100%

6 Huỳnh Trúc Nhi 22DH701781 100%

7 Huỳnh Ngọc Như Quỳnh 22DH702196 100%

8 Nguyễn Như Trâm 22DH702851 100%

1. The overview of chosen enterprise

• Vision and mission

2. Highlighted PR activities of the enterprise (from 2018 – now)

PR activities Time Detail

10/2/2018 Modernizing Dong Ho paintings with HLC

8/12/2017 - 18/1/2018 Advertising series using Dong Ho paintings

15/11/2018 - The program “KẾT NỐI VIỆT NAM, VI

Proud Story 19/11/2018 Video clip “HIGHLANDS COFFEE: TỰ

16/1/2019 - 24/2/2019 The program “Lì xì tết vàng, rộng ràng

16/1/2020 New Version Golden Lotus Tea -

12/1/2022 “Trà sen vàng - trà đi rồi tính”

8/10/2022 [improve] Golden lotus tea - cool oolong -

Campaign 22/5/2019 Encourage customers to bring their own

19/7/2019 Share the story: "Welcome 300 shops,

1/10/2019 Story “HIGHLANDS COFFEE: 20 NĂM –

8/10/2019 MV “Highlands Coffee - 20 năm gắn kết

8/11/2019 in Da Nang MUSIC PARTY “HIGHLANDS

[new drink] 7/9/2020 Launch of the HIGHLANDS COFFEE

Highlands Coffee - 27/3/2020 Audio "Self-isolation" with HLC by Bui

HIGHLANDS COFFEE - TỰ GIÁC CÁCH

App Highlands 10/1/2023 [improve] New functions, daily offers,

Slogan “LÀM GÌ 11/3/2022 HIGHLANDS COFFEE || LÀM GÌ THÌ

1/11/2022 The program “Mua 1 tặng 1 - High-lên lên

Happy 23th birthday 22/11/2022 Story “Highlands Coffee || Là của chúng

CƯỜI LÊN BỜ XUỐNG RUỘNG VỚI

Slogan “Mạnh mẽ 3/2023 Gratitude to women and special offers for

17/3/2023 HLC launching Summer program “VỊ

TUMBLER thermos 10/5/2023 HLC open sale TUMBLER pastel pink

11/5/2023 Opening TUBMLER red thermos cup

3. Situation analysis: SWOT analysis

1. Objectives (follows SMART principles)

3. Target media (key strategic channels)

6. Strategies and Tactics / Execution

Press articles titled

Stage Plan Activities Start End

Launching the campaign

Notice of Highlands Coffee's change

Change plastic cups to paper cups. 8/7/2023

Operation "Hạt giống vươn mầm sự

Giving Voucher to buy 3 get 1 free on

Campaign announcement for

2 mầm cây - Lauch "Sprout Coffee" nationwide. 12/10/2023

Activity 1: Press Media expenses

2 Vtv.vn Post 6 ₫5,000,000 ₫3,000,000 ₫30,000,000 ₫33,000,000

Activity 2: Celebrity, KOL, KOC