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UNIVERSITY OF VAASA FACULTY OF BUSINESS STUDIES DEPARTMENT OF MARKETING

CROSS CULTURE MARKETING COMMUNICATION

Han Nguyen Thi Mai u96711 Mi Nguyen u96710

Anh Lam u96706 Lecturer: Saba Khalid

VAASA 2012

1. Advertising goals: Mission: The mission of the advertising campaign is to create awareness in the consumers mind about the event of Vietnamese culture. Promote the Vietnamese cultural image and reputation in Finland Brand position across culture: Uniquely brings insight understanding about Vietnamese art and culture. Ideal place for cultural exchange, communication and interaction between Vietnam and other countries 2. Product information The product for the advertising is one week exhibition that presents both traditional and contemporary items, pictures and photos regarding Vietnamese art, culture, music, lifestyle and clothes. Moreover, there is also a Vietnamese gala night in the end of the exhibition which shows traditional songs, music, dance performance. Furthermore, traditional Vietnamese food is also introduced for the customers 3. Cluster of countries chosen: The countries are selected for advertising campaign as followings: Finland, Sweden, UK, US, China, Japan, Mexico, Poland, Italy, France, Germany and Russia. 4. Cultural dimensions and argumentation When considering about the mission and brand position of products, the three cultural dimensions are selected: individualism/collectivism, masculinity/feminity and uncertainty avoidance. The arguments for these selections are as followings. The nature of product is concerning the cultural, aesthetic and art values. Moreover, it is also the place for cultural exchange and interaction. And those cultural dimensions carry the motivation, demands and behavior which are closely linked with product attributes. When combining the dimension of uncertainty avoidance and feminity, the consumer behavior of these countries are to favour for taste of design, aesthetics and fashion which can lead to the demand of cultural event. As for the

collectivism and individualism dimension, people from collectivism culture tend to entertain and socialize in group, they prefer to meet friend in public places like bar, event, cafes and restaurant. Therefore, those people from these cultures are potential customers to the product in the ways that they can participate in the event to satisfy their needs of socializing with other people. In terms of individualism and masculinity, people from these cultures dont have high habit enjoy the mutual in group however they are more task-oriented. Also, the one from masculinity focus on achievement and success. Thus, they can be potential consumers in the way that they come to the exhibition to gain information about the culture, art, lifestyle, etc and the knowledge can be benefit for their business and trading which at last can contribute to their personal achievement and successAbout the masculinity/feminity, people from feminity culture are more likely people-oriented, emphasizes on quality of life and keen on consensus, coziness. So these people possess potential desire to go to cultural event to experience and enjoy new cultural aspects.

5. Cultural map supplemented with motives and values


100 90 80 70 M A S 60 50 40 30 20 10 0 0 10 20 30 40 50 IDV 60 70 80 90 100

JPN

1
POL GER ITA NET UK USA

CHN

MEX

2
RUS

IND

3
FRA
FIN

4 SWE

Fig 1: Masculinity vs Individualism Group 1.1: Motives: gaining necessary information for themselves to enhance self-knowledge, understanding the Vietnamese culture to run business with Vietnam efficiently Values: Self-confidence, high social status, harmony with fellow human being Group 1.2: Motives: Also gaining new and necessary information, follow friends recommendation, sense of belonging, opportunities to meet friends, pleasure and leisure Value: pleasure with friends and family, groups harmony and enhancement, intellectual, hospitality, dutifulness Group 1.3: Motives: New information, new social relationship and partners, self-enjoyment Value: Intellectual, identity, freedom, ambition, self-esteem, self-confidence Group 1.4:

Motives: Experience new things, enjoyment for me and my family Value: Affiliation, beauty, uniqueness and belonging

100 90 80 70 U A I 60 50 40 30 20 10 0 0 10 20

RUS

1
POL FRA

JPN MEX ITA

2
NET

GER FIN

4
SWE

USA UK CHN

IND

30

40

50 MAS

60

70

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100

Fig 2: Uncertainty avoidance vs Masculinity Group 2.1: Motives: Enjoy and inspired by the aesthetic of cultural event Value: Aesthetic, style Group 2.2: Motives: Critics recommendation, update new information happening in their region Value: Self-esteem, self-confidence, success, being admired Group 2.3: Motives: enhance self-knowledge, critics recommendation Value: self-confidence, high social status, harmony with fellow human being Group 2.4: Motives: Experience new things to avoid cultural conflict Value: conscientiousness, affiliation, safety, love, modesty

Group 2.5: Motives: Gain information to understand and to lead in multicultural team Value: Being admired and respected, leadership & power, righteous behaviors, justice, courage, education

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UK

USA

SWE

1
IND

NET

ITA

FRA POL JPN RUS

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CHN

MEX

90

100

Fig 3: Masculinity vs Individualism Group 3.1: Motivations: Enjoy the event, recommendation from celebrity, lifestyle updated Values: Self-esteem, freedom, self- enjoyment, understanding, better of life, success, modern Group 3.2: Motives: Experts recommendation, knowledge enhancement Values: stability, competence, peace Group 3.3: Motives: Knowledge about Vietnamese natural beauty and people characteristic Value: Harmony with fellow human being, security, nature enjoyment

Group 3.4: Motives: Also gaining new and necessary information, follow friends recommendation, sense of belonging, opportunities to meet friends, pleasure and leisure Value: pleasure with friends and family, groups harmony and enhancement, hospitality 6. Chosen clusters for advertising According to cultural motives and value analysis above, the two clusters are chosen as follow: 1. Finland & Sweden 2. Finland, Germany, Italy & France The rationales for countries choice: Vietnamese population in that country Trade and diplomatic relationship between Vietnam and that country Supporting activities from different stakeholders: sponsors, volunteers and so forth Citizens interest in cultural events

Hence, within this these clusters, Sweden and France are chosen as final countries. 7. Value structure map Value structure map for Sweden: Affiliation For chosen path: Because objectives of this advertising strategy are: providing insight into culture, promoting image and reputation of Vietnam and create a social place for target audience, the folk music, photos, cuisine, souvenirs are used to create a good taste of Vietnamese delicious foods, beautiful nature, and so on. Therefore, the participants can share the good moments with their beloved as a way of love and care. Finally, the affiliation value can be reached. Alternative: With same attributes, the alternative path focuses on cultural awareness that can lead to personal enjoyment due to the fancy and excitement from the event. Hence, participants and their family can enjoy the mutual relaxation and it is a mental method of reducing family tension.

The first path can satisfy both the advertising objectives of the event and the customers benefit, meanwhile, the second path more focuses on customers value than the advertising goals.

Affiliation Value

Pleasure

Wisdom

Beauty

Peace

Love/care

Love of nature

Intellectual

Open minded

Relaxation Benefit
Knowledge enhancement

Sharing good moment

Different

Delicacy

New relationship

Good taste
Culture awareness

Personal enjoyment

Special Unique

Vietnamese Attributes s

Sociable

Aesthetic

Lively

Cuisine

Music

Photos

Souvenir

Fig 4: Value structure map for Sweden

Affiliation Value Love/care


Meeting new people

Pleasure

Beauty

Wisdom

Peace

Love of nature

Delicacy

Open minded

Intellectual

Different

Sharing good moment

Relaxation Good taste Aesthetic Lively

Benefit
Knowledge enhancement Special Unique Culture awareness Personal enjoyment

Vietnamese Attributes s

Sociable

Cuisine

Music

Photos

Souvenir

Fig 5: Value structure map for France

Value structure map for France: Beauty Chosen path: As delicacy is a significant feature that the French strives for, it can lead to the value of beauty. In the mean times, Vietnam is famous with delicate cuisine and handicraft that carry a sense of special uniqueness, results in a different delicacy. Alternative path: This path will focus on the gorgeous and magnificent nature landscape, which generates an aesthetic perspective of the event. In that way, participants can gain their personal enjoyment as well as relaxation when observing photos of blue sea and white sand, sunshine, so on. It will have a nice influence on Frenchs love of nature. Assumedly, delicacy tends to be preferred to love of nature in Frenchs culture, moreover, beauty concept here tends to stress on self-value than surrounding. 8. Conclusion Due to the intangible nature of our product a cultural event, we faced many difficulties in identifying and arguing the culture and value structure map. Finally, we came up with the two countries with two terminal values of affiliation and beauty. Furthermore, it is also insisted that this is not a one-time event but opens further opportunities for Vietnamese trade promotion and tourism.

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