benefits or differentiations have been broadly adopted. It was until the latest commercials that Doritos’ brought topics exalting irreverence but still in a very indirect way.
RQ 2: How are Doritos’ product design and packaging localized in Taiwan?
During the current research, the whole standard product line of Doritos in both Mexican and Taiwanese markets were subject of analysis, in general terms, localization in Taiwan has being strongly noted in reference with flavorings and spiciness level, but even though Doritos’ manufacturing sites are respectively fixed in each country, other elements, like packaging, product size presentations, chips’ coloring, shape and texture were find to be consistent in both markets. Flavors in Taiwan tend to be milder and even sweet in contrast with the counterpart flavors marketed in Mexico.
5.2 Limitations and Recommendations for Future Research
The limitations of this thesis are addressed as implicit recommendations for future research in the field of intercultural marketing.
First and foremost, this research is limited in scope. The data set utilized for the purposes of this study was constrained and dramatically reduced by the availability of video-based advertisements publicly available on social media channels of Doritos in each market.
Generally, it was found that as part of their marketing strategy, Doritos removes adverts from previous campaigns. Moreover, samples from previous campaigns were obtained directly from portfolios of marketing agencies in charge of producing them, and the selection was not done randomly.
Second, the analysis might be biased due to subjective impressions from the author who selected the samples (Collier & Mahoney, 1996). Assessing elements like implicit values, for example, is difficult for readers who lack an understanding of how those values can be established through images, audio, or video.
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Nonetheless, more studies like the present thesis can help scholars identify some common values, paradoxes exploited across different countries and the role that cultural background plays in the design of communicative strategies, in this analysis some differences of Taiwanese and Mexican markets for a particular product were identified, they can be used as a springboard for further assessments.
Additionally, some assumptions in this study require a more in-depth analysis of the marketing appeals and values. For example, an appropriate method should be considered to help reducing possible author bias.
Another important consideration for further research in this field is embrace more elements of a branding campaign. For example: assess online interactions like social media, websites as well as other offline features like magazine prints and radio advertisements.
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This thesis uses a particular brand and product line to analyze the role of culture in communicative strategies brought to a global scene. Additionally, this study examines the implication of cultural values and value paradoxes as key modifiers in marketing strategies.
The purpose of this thesis is to achieve an understanding the variation of communicative strategies adopted by the same brand in different environments and the localization of its products.
A summary of conclusions is presented:
1) Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market.
2) The values used in Taiwanese advertisements, recurrently represent the values of an individualistic society even though Taiwan has been rated as a collectivistic one, making an effect of value paradox, in harmony with Doritos’ brand values.
3) One of the most remarkable value paradoxes adopted in branding campaigns directed to young adults and teenagers is irreverence because it creates conversations and engagement that usually takes place on social media, extending the reach of campaigns, and brand memorability.
4) Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste.
The results of this analysis confirmed a significant and strong correlation between cultural values and marketing appeals adopted in the communicative strategies implemented by an international brand.
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Appendices
Appendix 1: Sampled Ads