1.

Group the cultural values into 2 group: US-UK, Vietnam

Cultural Values US-UK Asia

Other-oriented Individualist Collectivist

Youth Age
Limited family Extended family
Feminine Masculine
Competitive Cooperative
Diversity Uniformity

Environment-oriented High level of cleanliness Low level of cleanliness

Performance Status
Change Tradition
Risk taking security
Problem Solving Fatalistic

Self-oriented Active Passive

Sensual Gratification
Instrumental materialism
Leisure
Secular
Immediate Gratification
Sensual Abstinence
Terminal materialism
Hardworking
Religious
Postponed Gratification

2. GIVE Example of marketing strategies/CAMPAIGN/ACTIVITY FOR EACH CULTURE

VALUE in Vietnam.
Environment- Tet culture (Coca-Cola)
oriented CocaCola Tet 2020 campaign: CocaCola has gathered over 2000
people in Ho Chi Minh city, while in Ha Noi, more than 1000
participants have joined in an impressive 520 meters dining table
length. A dining table in HCMc has made it become Asia's
Longest New Year Table.

Mid-Autumn culture (Starbucks)

Starbucks Vietnam recently released a collection of tumblers and
cups with patterns of the moon, rabbits, etc. to celebrate the Mid-
Autumn Festival. The collection attracted a lot of attention not only
from Starbucks’ existing customers but also new customers.
 Food culture (McDonald)
McDonalds introduced a new type of burger which is called the
Burger Phở. The Burger Phở is basically just a burger, but instead
of lettuce they put in the herbs which is used to eat with phở and the
sauce for the meat is similar to the soup of phở.

Self - oriented Sensual Abstinence

Durex has been popular for years with its Content Marketing. As
Asian people are not open to such sexual content, Durex
successfully issues information (in form of text and images) which
requires customers themselves to connect in ideas, but still ensures
that the messages are conveyed supposedly.

Other-oriented Extended family (Đại Gia Đình Instant Noodles)

In 2015, Đại Gia Đình Instant Noodles released many flavours of
instant noodles to attract “big” families in Vietnam. Even the name of
the product tells us its targeted customers since “Đại Gia Đình”
 means “big family”. In Vietnam, a family usually includes 3 to 4
generations living together. Therefore, Đại Gia Đình Instant Noodles
creates a variety of flavours so that it can suit the taste of each
family member.
Advertisement: https://youtu.be/-jZYd-Vv7qw

3. Consumer Insight 7-2

Questions Answers

1. How do online - Online social media allows marketers to directly join and
social media communicate with individuals and groups
change marketers - They can create posts, polls,...; get instant feedback/inquiries
from controlling and reply/answer those feedbacks/inquiries
communications to - It allows marketers to create buzz and observe the
participating in and consumers’ reaction
observing it? - It allows them to discuss/research on the consumers’ needs,
wants, demands… and then make decisions

2. Beyond age, - Creators are dynamic, not afraid of revealing their identities
what do you think and thinking critically. They create their own contents and are
are typical willing to share their experiences with viewers.
characteristics of - Critics sometimes are anonymous. They give their own
creators and opinion. They usually leave their comments or reviews on
critics? posts of other people (maybe posts of creators). Moreover,
they would express their concern without anger.
- A creator’s content often refers to a more subjective view
while a critic's opinion is usually objective as it is from his/her
own experience.
- Compared to creators, critics are somewhat less creative.
They focus mainly on the content (rating, review), so their
blog appearance may look simple with little decoration

3. What strategies - Since creators and critics are the opinion leaders of the social
might marketers media conversations, marketers should exploit this
use to work in advantage. These days, using creators and critics is a
partnership with common strategy which is called influencer marketing
creators and strategy. Many brands have found out this strategy is
critics? What targeting ideal audiences better than usual and normal ads
pitfalls do you see? since the content created is much more useful and attractive
for customers.
+ With creators: give them a task or challenge to post an
innovative video that reflects and explores the benefits of
the products/services. Usually, a brand sends their new
products to creators to try and create content reviewing
these products. With new services, brands would invite
creators to experience and review it. However, the brand
needs to select creators whose audiences are in the same
segmentation with them in order to make the highest
productivity.
 + With critics: have them give feedback/reaction regarding
the product/service in a positive way to increase its brand
reputation and image
- Pitfalls:
+ For creators: they may create misleading
content/information or off-topic videos… Sometimes,
creators would deny receiving sponsorship to build their
image with their viewers/subscribers/...
+ For critics: they may give negative feedback about the
product/service (critics may not thoroughly experience the
product/service) which may ruin the reputation of the brand