Culture Map

7/31/2019 Culture Map

1/9

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


2/9

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


3/9

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.


4/9

5. Cultural map supplemented with motives and values

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:

0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 100

M

A

S

IDV

JPN

CHNMEX

SWE

FIN

UK

USAPOL

ITA

FRA

GER

RUS

NETIND 32

1

4


5/9

Motives: Experience new things, enjoyment for me and my family

Value: Affiliation, beauty, uniqueness and belonging

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

0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 10

U

A

I

MAS

JPN

SWE

FIN

FRARUS POL

MEX

ITA

USANET

INDUK

CHN

GER

1

54

2

3


6/9

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

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

0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 100

I

D

V

UAI

SWE

CHN

IND

UK USA

NETITA

FRA

POL

MEX

JPN

RUS

1

2

43


7/9

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 & Sweden2. 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 oflove 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.


8/9

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.

Fig 4: Value structure map for Sweden

Value

Benefit

Attributes

Vietnamese

Cuisine Music Photos Souvenir

Culture

awareness

Sociable Aesthetic

Knowledge

enhancement

Good

taste

Personal

enjoymentSpecial Unique

New

relationshipDelicacy

Love/care

Relaxation

Love of nature Intellectual Open minded

Sharing good moment

WisdomPleasureAffiliation Beauty

Lively

Peace

Different

Value

Benefit

Attributes

Vietnamese Culture

awareness

Sociable Aesthetic

Knowledge

enhancement

Good

taste

Personal

enjoyment

Special

Unique

Meeting new

people

DelicacyLove/care

Relaxation

Love of nature IntellectuOpen minded

Sharing good moment

WisdomPleasureAffiliation Beauty

Lively

Peace

Different

Cuisine Music Photos Souvenir


9/9

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 onFrenchs 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.

Culture Map

Documents

Transcript of Culture Map