世界500強(qiáng)CEO訪(fǎng)談 第59期:卡夫食品艾琳羅森菲爾德 渡過(guò)經(jīng)濟(jì)蕭條期(1)

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渡過(guò)經(jīng)濟(jì)蕭條期

Rosenfeld: Glad to be here.

羅森菲爾德：很高興能夠來(lái)到這里。

Reporter: Notwithstanding the fact that people have to eat no matter what the economy, is this a good time to be in the food business?

記者：不論經(jīng)濟(jì)怎樣，人們總得吃，有了這一事實(shí)，您認(rèn)為當(dāng)前對(duì)于食品產(chǎn)業(yè)的發(fā)展是一個(gè)不錯(cuò)的時(shí)期嗎?

Rosenfeld: Oh, I’ll tell you I think it’s a fabulous time to be in the food business. As you say, people have to eat and I think that certainly helps our industry in general but I think it’s a particularly good time to be a Kraft. We make a number of the foods that people love. What we’re seeing in response to the difficult economic environment, we are seeing a lot more people that are eating at home. And when they eat at home, they come home to Kraft. I think that’s been very helpful to our business and I think it will serve us well as we continue into 2009.

羅森菲爾德：我認(rèn)為現(xiàn)在對(duì)于食品產(chǎn)業(yè)來(lái)說(shuō)，正是一個(gè)非常好的時(shí)期。正如你所說(shuō)的，人們必須要吃東西，這一點(diǎn)就促進(jìn)了我們整個(gè)產(chǎn)業(yè)的發(fā)展，但是我想說(shuō)現(xiàn)在對(duì)于卡夫集團(tuán)來(lái)說(shuō)，是一個(gè)非常好的機(jī)遇。我們生產(chǎn)了很多人們喜歡吃的食品。從現(xiàn)在困難的經(jīng)濟(jì)環(huán)境中，我們看到的是越來(lái)越多的人們選擇在家里吃東西，而當(dāng)他們?cè)诩页缘臅r(shí)候，他們就會(huì)選擇卡夫食品。我認(rèn)為這對(duì)我們的產(chǎn)業(yè)發(fā)展是很有幫助的，而且當(dāng)我們跨入2009年的時(shí)候，那也同樣會(huì)給我們帶來(lái)很大的幫助。

Reporter: How do you continue that though when the economy is most likely not getting any better any time soon and people are really going to have to watch what they are spending on?

記者：在經(jīng)濟(jì)很可能不會(huì)很快好轉(zhuǎn)的時(shí)候，人們?cè)谙M(fèi)時(shí)都會(huì)非常地小心謹(jǐn)慎，在這種情況下，您如何繼續(xù)保持產(chǎn)業(yè)的進(jìn)步發(fā)展呢?

Rosenfeld: Well I think we have a variety of offerings that play weir in the current economic environment. We have products like DiGiomo frozen pizza，that are very viable substitutes for some of the foods that they might have bought at quick serve restaurants-and then we have a number of value oriented products like Kraft Macaroni and Cheese, Kool—Aid, Jell—O that offer a great value in the current economic environments. I think that we are well positioned to continue to grow in this very difficult environment

羅森菲爾德：在現(xiàn)在的經(jīng)濟(jì)環(huán)境下，我們給顧客提供了很多產(chǎn)品。我們有DiGiomo冷凍比薩，這些可以作為人們以往在快餐店買(mǎi)東西的替代品。我們也有很多以?xún)r(jià)值為導(dǎo)向的產(chǎn)品，比如卡夫通心粉和奶酪、酷愛(ài)、果凍等，這些在現(xiàn)存的經(jīng)濟(jì)環(huán)境中都給我們帶來(lái)很大的價(jià)值。我想在這個(gè)困難的時(shí)期，我們也會(huì)繼續(xù)地發(fā)展。

Reporter: How do you- not restructure—but how do you reframe this company to make it more attractive when people are really watching their pocketbooks?

記者：當(dāng)人們對(duì)自己的錢(qián)包看得很緊的時(shí)候，您怎樣對(duì)公司進(jìn)行重組，以使其對(duì)消費(fèi)者更具吸引力呢?

Rosenfeld: I think the biggest thing we have done is to ensure that the message about our iconic brands is focused on the value that they offer. So we talk for example in Kool—Aid, we talk about offering more smiles per gallon. The fact that you can get five times as many pitchers of Kool—Aid as you can get with a two liter bottle of soda pop. We talk about the fact that our macaroni and cheese costs 40 cents a serving. Those are very strong value messages- the fact that when you eat some of our cheese and crackers, it’s less than a dollar a serving. And so we are trying hard to help consumers understand the value of the products that we are offering and we’re shifting a lot of spending this year to that kind of messaging.

羅森菲爾德：我想，我們所做的最重要的事情就是確定向顧客們傳達(dá)，我們的領(lǐng)導(dǎo)品牌地位是在與產(chǎn)品的價(jià)值緊密相連的基礎(chǔ)上建立起來(lái)的。所以比如說(shuō)我們會(huì)談?wù)?"酷翠”產(chǎn)品，談?wù)撐覀兡茏屆考觼龆嘁恍┪⑿?。我們?huì)為顧客提供比2升的汽水瓶容量多5倍的產(chǎn)品;我們也會(huì)談?wù)撐覀兊囊蝗朔萃ㄐ姆刍蛘呤悄汤一ㄙM(fèi)的是40美分。這些都是一些有價(jià)值的信息。事實(shí)是，如果你吃我們公司生產(chǎn)的奶酷和薄脆餅干的話(huà)，你一次只需花費(fèi)不到1美元。所以我們盡全力幫助顧客們了解我們產(chǎn)品的價(jià)值，我們也將一些花費(fèi)轉(zhuǎn)移到了這種信息的宣傳上面。

Reporter: Let me ask you about that—that messaging-or marketing is another phrase. Do you find it to be a cost effective thing to get all that advertising out there when there’s first of all, a lot of value messaging out there from other companies, but also consumers really watching what they spend?

記者：讓我來(lái)問(wèn)一下您有關(guān)市場(chǎng)方面的問(wèn)題。您認(rèn)為當(dāng)有很多價(jià)值信息存在并且消費(fèi)者對(duì)錢(qián)包看得很緊的時(shí)候，不用為產(chǎn)品做廣告是否是一件很節(jié)省開(kāi)支的事情呢?

Rosenfeid: Very much so. There’s no question that we have well recognized, beloved brands and to the extent that we can tell those brands’ stories in a way that is relevant to consumers in the current economic environment, I think that we will be successful in the future. So we are actually finding that the value of investing in those kinds of messages today is much more important than ever.

羅森菲爾德：是這樣的。我們現(xiàn)在擁有被廣泛認(rèn)可、為顧客所喜愛(ài)的品牌，對(duì)于每一個(gè)品牌，我們都能夠講出一個(gè)在當(dāng)前經(jīng)濟(jì)環(huán)境下與消費(fèi)者相關(guān)的小故事，我認(rèn)為未來(lái)我們會(huì)取得成功的。所以我們發(fā)現(xiàn)，今天對(duì)于價(jià)值信息的投資是非常重要的，比以往都要重要。