世界500强CEO访谈 第59期:卡夫食品艾琳罗森菲尔德 渡过经济萧条期(1)

 　　Survive in the depressed 1 economy

　　渡过经济萧条期
　　Rosenfeld: Glad to be here.
　　罗森菲尔德：很高兴能够来到这里。
　　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?
　　记者：不论经济怎样，人们总得吃，有了这一事实，您认为当前对于食品产业的发展是一个不错的时期吗？
　　Rosenfeld: Oh, I’ll tell you I think it’s a fabulous 2 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.
　　罗森菲尔德：我认为现在对于食品产业来说，正是一个非常好的时期。正如你所说的，人们必须要吃东西，这一点就促进了我们整个产业的发展，但是我想说现在对于卡夫集团来说，是一个非常好的机遇。我们生产了很多人们喜欢吃的食品。从现在困难的经济环境中，我们看到的是越来越多的人们选择在家里吃东西，而当他们在家吃的时候，他们就会选择卡夫食品。我认为这对我们的产业发展是很有帮助的，而且当我们跨入2009年的时候，那也同样会给我们带来很大的帮助。
　　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?
　　记者：在经济很可能不会很快好转的时候，人们在消费时都会非常地小心谨慎，在这种情况下，您如何继续保持产业的进步发展呢？
　　Rosenfeld: Well I think we have a variety of offerings that play weir 3 in the current economic environment. We have products like DiGiomo frozen pizza，that are very viable 4 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
　　罗森菲尔德：在现在的经济环境下，我们给顾客提供了很多产品。我们有DiGiomo冷冻比萨，这些可以作为人们以往在快餐店买东西的替代品。我们也有很多以价值为导向的产品，比如卡夫通心粉和奶酪、酷爱、果冻等，这些在现存的经济环境中都给我们带来很大的价值。我想在这个困难的时期，我们也会继续地发展。
　　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?
　　记者：当人们对自己的钱包看得很紧的时候，您怎样对公司进行重组，以使其对消费者更具吸引力呢？
　　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 5 of Kool—Aid as you can get with a two liter bottle of soda 6 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 7, 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.
　　罗森菲尔德：我想，我们所做的最重要的事情就是确定向顾客们传达，我们的领导品牌地位是在与产品的价值紧密相连的基础上建立起来的。所以比如说我们会谈论 "酷翠”产品，谈论我们能让每加仑多一些微笑。我们会为顾客提供比2升的汽水瓶容量多5倍的产品；我们也会谈论我们的一人份通心粉或者是奶酪花费的是40美分。这些都是一些有价值的信息。事实是，如果你吃我们公司生产的奶酷和薄脆饼干的话，你一次只需花费不到1美元。所以我们尽全力帮助顾客们了解我们产品的价值，我们也将一些花费转移到了这种信息的宣传上面。
　　Reporter: Let me ask you about that—that messaging-or marketing 8 is another phrase. Do you find it to be a cost effective thing to get all that advertising 9 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?
　　记者：让我来问一下您有关市场方面的问题。您认为当有很多价值信息存在并且消费者对钱包看得很紧的时候，不用为产品做广告是否是一件很节省开支的事情呢？
　　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.
　　罗森菲尔德：是这样的。我们现在拥有被广泛认可、为顾客所喜爱的品牌，对于每一个品牌，我们都能够讲出一个在当前经济环境下与消费者相关的小故事，我认为未来我们会取得成功的。所以我们发现，今天对于价值信息的投资是非常重要的，比以往都要重要。