To mark this new year, Orchimedia has set goals with the aim of better listening to client needs in order to help them face new challenges.
Orchimedia’s mission is to enable Canadian companies to position themselves within the Asian community using our expertise in branding, communications, marketing, the Internet and Asian social networks.Read More
With the positive feedbacks from MBA students of HEC (November 23, 2009), Chia-Yi is invited to animate two classes in March 2010 at HEC: ” Analyse sectorielle et occasions d’affaires” by Jean-François Lalonde; and “Stratégies d’affaires et marchés émergents” by Jean-Paul Thiéblot.Read More
The cultural gap that separates the East and the West is profound. As consumer behaviour is strongly influenced by culture, international advertisers face big challenges when developing their communication strategy. Some researchers have studied the difference between American and Taiwanese consumers towards advertising. For example, as elsewhere in Asia, Taiwanese society has been strongly influenced by Confucianism, it is thus always dominated by men on the whole. This variable has an impact on the way that advertisers can promote their product. For instance, Tao (2003) explains in his thesis how an advertisement that promotes a cosmetic product focusing on the importance of having young-looking skin to please one’s spouse has a lot more chances of success in Taiwan than in North America. Another of his findings is that the Taiwanese tend to boycott a product mentioned during a TV show that they don’t like, or because they don’t like the advertisement. This is why it is important to be particularly prudent when engaging in media planning.
Sources : CHU, K-M et CHANG, H-C (2008). “Cross-cultural Consumer Behavior of General Merchandise for Taiwan, Hong Kong, and Shanghai, Taiwan”, The Business Review, Cambridge , Vol. 11 , No. 1
TAO, S-P (2003). “Life Style and Consumers in Taiwan and the United States; A cross cultural comparison of Activities, Interests and Opinions (AIOs)”, Thesis, University of Minnesota.
Considered to be very poor in the 1950s, Taiwan is now a symbol of prosperity in Asia. The speed of its growth has lead to it being nicknamed “the economic miracle of Taiwan”.
SMEs are the pillars of its economy as one in seven Taiwanese owns a company. Indeed, they represent 97.6% of all companies and generate 77.12% of all employment.
In the last 40 years, Taiwan’s economic growth has been largely driven by foreign trade. Its exports are mostly (98%) industrial products, while initially it was principally agricultural products. For that matter, this sector now only generates 1.7% of GDP, while service industries contribute more than 73%.
Taiwan is recognized as a world leader in the ICT sector: 99% of server motherboards, 93% of cable modems, 87% of notebooks, 77% of LCD monitors and 70% of personal digital assistants (PDA) are made there (New Zealand Trade and Enterprise). Although most companies work on behalf of big international banners, they are promoting their own brand names more and more. Acer, ASUS, BenQ, Mitac and HTC are some of the most internationally recognized brands.Read More
This small island covered in enchanting scenery, which has earned the name “Ilha Formosa” (the beautiful island), has about 23.1 million inhabitants. Two-thirds of the surface area is mountainous – the largely urban population is spread out over the habitable surface area, thus making it one of the world most densely populated countries. Mandarin is the official language, but unlike mainland China, it is still the traditional writing system that prevails. Well educated, Taiwanese people have a predilection for engineering. Incidentally, the Republic of China is one of the top five countries producing PhD’s engineers (Engineering Trends). Taiwanese people are very fond of high-technology: the capital Taipei has been well-known to possess the largest Wi-Fi network in the world (Taipei Times), and their prime minister is working hard so that the entire island will be recognized for it in the near future.
“Taipei 101″, was the tallest building in the world until it was surpassed in height by the Burj Khalifa in 2007.
It is understandable that a company whose brand or brands have a huge notoriety would prefer to change as little as possible when trying to penetrate foreign markets. But it could be disastrous to transplant a product from any cultural context to another without carrying out certain adjustments. This is particularly true in India. Kellogg’s learned this when it wanted to launch its product Corn Flakes a few years ago in a country where it is common to eat a bowl of warm vegetables for breakfast, and where the minority who do eat cereal for breakfast prefer to eat them with warm milk. The flakes could not stand up to the heat, became soggy and much less appetising. Paired with a very high price, the product did not experience the success that was expected.
He who wants to win, wants the ball…
Who could have believed that McDonald’s, whose main product is a hamburger, would succeed in a market where the vast majority of people don’t eat beef and a quarter of the population eat no meat at all? Yet, there are currently 160 branches across the country! This is because McDonald’s adapted its products to match local taste in a distinct menu, with no beef or pork but lots of vegetarian options. In fact, more than 70% of the menu is indianized (compared to a general average of 33% in Asia). Besides, they were able to keep their branding and link it to an image of quality, impeccable services, cleanliness and world-wide values.Read More