STAKEHOLDERS PLANNING MANANGEMENT CocaCola de Ecuador Classified Confidential

STAKEHOLDERS PLANNING & MANANGEMENT Coca-Cola de Ecuador Classified - Confidential

Why we need to do this: ü Only 34% of Corporate Communication executives are proactively managing reputation. ü Reputation is critical to Corporate Communications because it represents the emotional bond key stakeholders have with a company. ü The Business Roundtable of CEO’s, states that the purpose of a corporation is to serve all of its constituents, putting the interest of employees, customers, suppliers and communities on par with stakeholders. ü The importance of financial performance to key stakeholders has dropped 6. 25% in the past three years. Three strategic pillars to work on: 1 PEOPLE 2 PURPOSE 3 BUDGET Classified - Confidential

PEOPLE Classified - Confidential

Identify our internal and external stakeholders to connect effectively, trace an emotional bond with our brands and vison. Inside the company Outside the company Investors Consumers Customers Government Influencers Media Academia Key Opinion Leaders Associates Competition Bottlers Sales Force Industry Chambers Food & Beverage Association Classified - Confidential Civil Society Organizations Non-Profit Organization Waste pickers

Importance to our organization, reach effectiveness, market importance. Classified - Confidential

Let's do a deep dive into one of the most important external stakeholders: Government. Paulo Proaño Ministry of Enviroment and Water Lenín Moreno President of Ecuador César Litardo President National Assembly María Alejandra Muñoz Vicepresident of Ecuador Juan Carlos Zevallos Ministry of Public Health Iván Ontaneda Ministry of Industries Marisol Andrade Director Servicio de Rentas Internas Classified - Confidential

Its important to work with other government organizations to have a bigger reach and relations. Michael J. Fitzpatrick United States Ambassador in Ecuador Lena Savelli Representative ONU Ecuador Bibiana Aidó Representative ONU Mujeres Diego Zorrilla Representative PNUD Ecuador Classified - Confidential

In 2020 & 2021, Ecuador will face an uncertain political environment. CALENDAR AUTHORITIES TO BE ELECTED NATIONAL ASSEMBLEY Classified - Confidential

So, its important to identify candidates, proposals and start to build a network. VOTING DECISION POTENTIAL PRESIDENTIAL CANDIDATES Source: EUREKNOW JULY Classified - Confidential

PURPOSE Classified - Confidential

OUR PURPOSE: Refresh the world. Make a difference. OUR VISION: https: //youtu. be/w 8 n. KCPOk 6 Y 8 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. Classified - Confidential

Classified - Confidential

OESP Media Model to reach our audience/stakeholders in an effective way. AN EXAMPLE: CORPORATE CAMPAIGN TOUCH POINTS & BUDGET DISTRIBUTION AWARENESS (40%) ENGAGEMENT (60%) Owned Earned Shared Paid TV Gamming Classified - Confidential E-mail Radio OOH SEM

Classified - Confidential

BUDGET Classified - Confidential

2020 Public Affairs and Communications Budget Classified - Confidential