Linguistic Payoffs in Trade: The Case of Lavazza in China, Taiwan, Hong Kong

Abstract

This thesis focuses on the analysis of the Lavazza’s websites localized for the Mainland China, Taiwan, and Hong Kong, and aims to analyse the marketing campaigns targeted to these three similar, but yet distinct, markets. The study includes an overview of the coffee market in Chinese-speaking regions, and a focus on Lavazza company. The thesis is structured in four chapters. The first one consists of an outline of the theoretical framework concerning the concepts of localization and adaptation in sociolinguistics, and to the marketing strategies correlated with them with specific attention to the strategies for advertising for the Chinese-speaking market. The second chapter begins with a brief explanation of the history of coffee and its introduction to the market of coffee in China, Hong Kong, and Taiwan. To better understand the present state of the coffee industry in Chinese-speaking regions, an analysis is provided of the current situation of the Chinese coffee business, consumer behaviour, and coffee trends. The third chapter focuses on the Lavazza company. Starting from its origins until the current state of its activities, the second part of the chapter introduces the Group’s activities in the three aforementioned markets, with special attention to the Chinese market. Lastly, to better evaluate the operations of Lavazza, there will be also a brief presentation of Starbucks, the main competitor of the Italian company and the pioneer of the Chinese coffee stores market. The fourth and last chapter consists of an analysis of the source texts, focusing on the main differences and similarities of the language used in the Lavazza websites, with close attention to the different payoffs used by the brand, and the different strategies of localization. As the basis of this analysis, a translation of Lavazza China, Taiwan, and Hong Kong website and then a comparison with the international version and the Italian version is planned.