世界500強(qiáng)CEO訪談 第60期:卡夫食品艾琳羅森菲爾德 渡過經(jīng)濟(jì)蕭條期(2)

Reporter: You say beloved brands, others would say, “oldish”. I mean, Kraft cheese, Oreo’s—I mean they’re not the most sparkling brand new kids on the block. What do you think about this kind of issue?

記者：您剛才說你們的品牌是“為顧客所喜愛的品牌"，有人可能會(huì)認(rèn)為這個(gè)說法只是針對(duì)于過去而言的。我的意思是，卡夫食品中的奶酪、奧利奧等并不是出售產(chǎn)品中最突出的品牌。您對(duì)這個(gè)問題是如何看待的呢?

Rosenfeid: I feel awfully proud of what our team has accomplished as they have reframed these beloved, age old brands to be increasingly relevant to consumers in the current environment. So if you look at the packaging that you see for a number of our products, I think that you see much more of a contemporary feel. I think if you look at what we’ve done to the ingredients salad dressing for example, we’ve taken out the preservatives; we’ve added fiber to a number of our biscuit products— across the board we are working very hard to ensure that we are upgrading these age-old products that consumers grew up with and love that we are upgrading these products to address contemporary consumer needs.

羅森菲爾德：我為我們的團(tuán)隊(duì)所取得的成績(jī)感到非常地驕傲，他們對(duì)那些曾經(jīng)受顧客喜愛的但是比較古老的品牌產(chǎn)品進(jìn)行重構(gòu)使它們?cè)诂F(xiàn)在的經(jīng)濟(jì)環(huán)境下逐漸與消費(fèi)者產(chǎn)生聯(lián)系。所以如果你去看一下我們很多產(chǎn)品的包裝的話，你會(huì)發(fā)現(xiàn)，我們的產(chǎn)品都給人一種很現(xiàn)代的感覺。如果你去看一下我們對(duì)于產(chǎn)品配料所作的調(diào)整，比如說色拉味調(diào)料等，你就會(huì)發(fā)現(xiàn)，里面并沒有防腐劑;我們向很多的餅干產(chǎn)品中添加了纖維素。我們所有的工作人員都非常努力地工作，以確保我們可以對(duì)那些顧客從小喜愛的產(chǎn)品進(jìn)行升級(jí)，并且這些升過級(jí)的產(chǎn)品可以滿足當(dāng)代消費(fèi)者的需求。

Reporter: Let me pick up on that for a second. My kids for some reason, and maybe this is because of my wife and I，I don’t know—but I grew up with Kraft Singles, I mean that was just a staple around my house. But my kids have just sort of discovered them. How do you get something as iconic as Kraft Singles out into the marketplace so more consumers do it? What do you do as a marketer?

記者：這一點(diǎn)讓我覺得很熟悉。我的孩子就喜歡吃卡夫芝士片，可能是因?yàn)槲移拮雍臀业脑?，我不知道，但我是吃著卡夫芝士長(zhǎng)大的，我的意思是那是我家里的主食，我們的孩子也很喜歡。您是怎樣做使你們諸如此類的傳統(tǒng)產(chǎn)品更好地打入市場(chǎng) =呢?作為商人，你們是怎樣做的呢?

Rosenfeld: What you do is you pick up on the fact that it is the number one cheese used in making grilled cheese, which is one of America’s favorite foods. And so we are finding again, in this difficult economic environment, there is nothing more exciting to a consumer than grilled cheese and a bowl of soup. And so we are able to benefit greatly from people’s desire to return to economical, delicious alternatives.

羅森菲爾德：我們?cè)诳灸汤抑兴玫氖亲詈玫哪汤?，那也是美?guó)人民都最喜歡吃的一種食品。所以在現(xiàn)在經(jīng)濟(jì)困難時(shí)期，我們?cè)俅伟l(fā)現(xiàn)，對(duì)于消費(fèi)者來說，沒有什么比烤奶酪和一碗湯更讓人感到高興的了。所以從人們希望返回到節(jié)檢又可口的飲食方式中，我們獲得了一些益處。

Reporter: I understand marketing but, nothing more exciting than grilled cheese and a bowl of soup?

記者：我懂得一些有關(guān)市場(chǎng)營(yíng)銷的內(nèi)容，但是為什么說沒有什么比烤奶酪和一碗湯更讓人感到高興了呢?