世界500强CEO访谈第60期:卡夫食品艾琳罗森菲尔德渡过经济萧条期(2)-英语课

时间：2018-12-28 作者：英语课 分类：世界500强CEO访谈

英语课

　　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?

　　记者：您刚才说你们的品牌是“为顾客所喜爱的品牌"，有人可能会认为这个说法只是针对于过去而言的。我的意思是，卡夫食品中的奶酪、奥利奥等并不是出售产品中最突出的品牌。您对这个问题是如何看待的呢？
　　Rosenfeid: I feel awfully 1 proud of what our team has accomplished 2 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 3 for example, we’ve taken out the preservatives 4; we’ve added fiber 5 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.
　　罗森菲尔德：我为我们的团队所取得的成绩感到非常地骄傲，他们对那些曾经受顾客喜爱的但是比较古老的品牌产品进行重构使它们在现在的经济环境下逐渐与消费者产生联系。所以如果你去看一下我们很多产品的包装的话，你会发现，我们的产品都给人一种很现代的感觉。如果你去看一下我们对于产品配料所作的调整，比如说色拉味调料等，你就会发现，里面并没有防腐剂；我们向很多的饼干产品中添加了纤维素。我们所有的工作人员都非常努力地工作，以确保我们可以对那些顾客从小喜爱的产品进行升级，并且这些升过级的产品可以满足当代消费者的需求。
　　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 6 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?
　　记者：这一点让我觉得很熟悉。我的孩子就喜欢吃卡夫芝士片，可能是因为我妻子和我的原因，我不知道，但我是吃着卡夫芝士长大的，我的意思是那是我家里的主食，我们的孩子也很喜欢。您是怎样做使你们诸如此类的传统产品更好地打入市场 =呢？作为商人，你们是怎样做的呢？
　　Rosenfeld: What you do is you pick up on the fact that it is the number one cheese used in making grilled 7 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.
　　罗森菲尔德：我们在烤奶酪中所用的是最好的奶酪，那也是美国人民都最喜欢吃的一种食品。所以在现在经济困难时期，我们再次发现，对于消费者来说，没有什么比烤奶酪和一碗汤更让人感到高兴的了。所以从人们希望返回到节检又可口的饮食方式中，我们获得了一些益处。
　　Reporter: I understand marketing 8 but, nothing more exciting than grilled cheese and a bowl of soup?
　　记者：我懂得一些有关市场营销的内容，但是为什么说没有什么比烤奶酪和一碗汤更让人感到高兴了呢？

世界500强CEO访谈 第60期:卡夫食品艾琳罗森菲尔德 渡过经济萧条期(2)

世界500强CEO访谈第60期:卡夫食品艾琳罗森菲尔德渡过经济萧条期(2)