世界500強(qiáng)CEO訪談 第61期:卡夫食品艾琳羅森菲爾德 渡過(guò)經(jīng)濟(jì)蕭條期(3)

Rosenfeld: What are you going to have for lunch? If I told you I could serve you grilled cheese and a bowl of soup，wouldn’t you be happy?

羅森菲爾德：你午飯準(zhǔn)備吃什么呢?如果我告訴你，我可以為你提供烤奶酪和一碗湯，難道你不會(huì)感到很高興嗎?

Reporter: I love a good grilled cheese sandwich and a bowl of soup but if I’m packing lunch for the kids in the morning, it’s really tough to pack a grilled cheese sandwich for lunch for kids seven hours later.

記者：我喜歡烤奶酪三明治和湯，但是如果我要在早上為孩子們打包準(zhǔn)備午飯的話，我想給他們準(zhǔn)備一個(gè)烤奶酪三明治作為7個(gè)小時(shí)以后的午餐會(huì)很困難吧!

Rosenfeld: No, it works just fine. You stick it right in the microwave and it tastes just delicious.

羅森菲爾德：不會(huì)的，到時(shí)你把它放在微波爐里熱一下，仍然會(huì)美味可口。

Reporter: Tell me about Chinese Oreo’s.

記者：請(qǐng)跟我們說(shuō)一下中國(guó)的奧利奧。

Rosenfeld: Oreo’s in China, you mean.

羅森菲爾德：你的意思是指，我們?cè)谥袊?guó)的奧利奧產(chǎn)品嗎?

Reporter: Oreo’s in China, right and that’s sort of the root of the question, I mean you guys have this iconic brand. Oreo’s—and amazing success story in this country, a billion dollar brand for you. You try to grow it internationally, you take it overseas and it doesn’t really work out. So you reinvent them into something that, in this country anyway wouldn’t be recognizable as an Oreo cookie. Tell us the story of how you went to China and said, “listen，we’ve got to get 1.3 billion Chinese eating Oreo’s”.

記者：是的，在中國(guó)的奧利奧產(chǎn)品，就是要問(wèn)這個(gè)。我的意思是你們的這個(gè)傳統(tǒng)品牌，奧利奧在中國(guó)取得了很大的成功，你們從中賺取了10億美元。所以你們想要這個(gè)產(chǎn)品國(guó)際化，把它引進(jìn)到其他的一些海外國(guó)家中，但是它并沒(méi)有獲得成功。然后你們對(duì)它進(jìn)行重新改造，使得在其他國(guó)家，消費(fèi)者并不把它當(dāng)作是一種奧利奧曲奇餅干。請(qǐng)跟我們說(shuō)一下您是怎樣打入中國(guó)市場(chǎng)的，并且說(shuō)“我們要讓中國(guó)的13億人口都吃?shī)W利奧產(chǎn)品”的。

Rosenfeld: Well it starts with the fact that we began by giving the responsibility of making some of those decisions back to our local managers. In the past, we would have mandated what an Oreo looked like around the world from Northfield, Illinois. And that wasn’t necessarily consistent with what consumers in the local markets were eating. So what we found was sandwich cookies as a format is just not appealing to Chinese consumers but wafer formats are what they are eating. We know we have to make a shift. And so all we did was take the flavoring and the strong cocoa taste of our Oreo together with some of the fabulous marketing that we’ve done around the world and brought it to the Chinese consumer. And we are pleased to see that it is the fastest growing biscuit in China right now.

羅森菲爾德：這開(kāi)始于我們開(kāi)始將作決定的責(zé)任分配給當(dāng)?shù)氐慕?jīng)理人這一事實(shí)。在過(guò)去，我們將決定奧利奧品牌在世界上如何發(fā)展的權(quán)利都給了伊利諾伊州北地市，但是那有時(shí)候與當(dāng)?shù)仡櫩土?xí)慣吃的食品有很大出入。所以后來(lái)我們發(fā)現(xiàn)，三明治曲奇對(duì)中國(guó)消費(fèi)者并沒(méi)有吸引力，他們喜歡吃的是薄脆餅。因而我們知道我們必須要進(jìn)行一些調(diào)整。所以我們就將調(diào)味料和奧利奧濃郁的可可粉味道結(jié)合到一起，并將產(chǎn)品以我們?cè)谑澜缟喜捎眠^(guò)的優(yōu)秀市場(chǎng)營(yíng)銷方式帶給中國(guó)的消費(fèi)者。我們很高興看到，我們的產(chǎn)品是中國(guó)餅干發(fā)展最快的一個(gè)品牌。

Reporter: You stopped planting flags so you are not looking to expand into other countries, you’re going to grow where you are.

記者：你們現(xiàn)在并沒(méi)有將業(yè)務(wù)繼續(xù)打入其他的國(guó)家了，你們是要在已有的業(yè)務(wù)基礎(chǔ)上繼續(xù)不斷發(fā)展嗎?

Rosenfeld: Well, we’re in 150 countries so it’s less a question of going to new countries but we have chosen to focus our resources on those ten countries that we think are most important to our future. Of the ten countries, half of them are developing markets where we’ve continued to have significant double digit growth, and I think we will continue to see strong growth into the future. The other half are solid markets like what we see in Western Europe that have been strong markets for our brands.

羅森菲爾德：我們的企業(yè)在150個(gè)國(guó)家都有分支，所以對(duì)于我們來(lái)說(shuō)繼續(xù)將業(yè)務(wù)拓展到一些新的國(guó)家并不是什么問(wèn)題。但是我們最終選擇將我們的重心放在有利于我們未來(lái)發(fā)展的那10個(gè)國(guó)家，其中一半是發(fā)展中國(guó)家，在那里我們的業(yè)務(wù)將會(huì)有兩位數(shù)的增長(zhǎng)，那會(huì)使我們有更好的未來(lái)發(fā)展。剩下的一半是穩(wěn)定的市場(chǎng)，比如說(shuō)我們?cè)谖鳉W的市場(chǎng)，我們的品牌在那里有廣闊的市場(chǎng)。