Campbell to launch soups in Russia and China
9 July 2007 By Leah Vyse
摘要：全球最大的汤品提供商：金宝汤公司(Campbell Soup Co.)宣布，其旗舰产品即将进入中国和俄罗斯市场，以满足这两个世界最大汤品消费国不断增长的富有和时间紧张型消费者的需要。
金宝汤的首席执行官道格拉斯-柯南特(Douglas Conant)在一份声明中写道：“中国和俄罗斯汤品市场对金宝汤来说是一个极好的发展机遇。”
该公司指出，已经在上述两个市场采访了超过1万名消费者，同时进行了数千次家庭测试以求更好地理解当地消费者的消费习惯。
中国市场方面，金宝汤将推出Swanson品牌下的两个汤品。Swanson的产品在中国香港市场已拥有20多年的销售历史。可口可乐在中国最大的装瓶合作伙伴Swire Beverages将负责这些产品在中国市场的销售。
俄罗斯方面，金宝汤将首先在莫斯科地区推出包含鸡肉、牛肉、蘑菇和蔬菜的浓缩汤品。Bridgetown Foods负责产品的销售。
总部位于新泽西州Camden的金宝汤(CPB)在一份声明中指出，一系列适合当地口味和烹调方式的用于做汤和其他食品的产品将于今年十月份在中、俄两国市场上市。金宝汤还公布了包括印刷品、广播和网络广告方式在内的市场营销计划。今天该公司未透露将为打入这两个市场投入多少资金。
金宝汤称，每年中国市场消费约3200亿道汤菜，俄罗斯市场约为320亿道，都明显高于美国市场的约140亿。
该公司还称，这两个国家人民的收入正在不断增长，而当地消费者在时间方面的紧张度持续增长，他们都希望更便捷地进行烹调。
金宝汤表示，本次扩张符合公司将顶级品牌寓于简单食品和焙烤快餐及打入新兴市场的发展战略。除汤类产品外，金宝汤还生产V8蔬菜汁和Pepperidge Farm甜饼。
Campbell Soup Company, the world's largest soup manufacturer, has revealed plans launch products in Russia and China, in a bid to benefit from the countries' huge growth potential.
Douglas Conant, Campbell's president and CEO, said: "The soup markets of China and Russia represent an extraordinary opportunity for Campbell."
The US-based company plans to introduce a variety of broths designed to serve as a base for the soups and other meals which Russian and Chinese consumers prepare at home. Campbell said the broths are customized for the tastes, trends, and eating habits of consumers in each country."During our immersion in the Russian and Chinese markets, we recognized that in order to convert homemade behavīor, we would have to offer products that enabled the preparer to use them as foundations for their favorite recipes," said Larry McWilliams, president, Campbell International.
In Russia Campbell will introduce three varieties of Campbell's Domashnaya Klassika (Campbell's Home Classics): chicken, beef, and mushroom. The broths will initially be rolled out in the Moscow region, home to around 17 million, and are expected to be available in stores in October 2007. Bridgetown Foods, a baked snacks manufacturer with a national distribution network and a presence in more than 66 cities across Russia, will distribute the products.
Over in China, Campbell will launch two varieties of broth under the Campbell's Swanson brand: a clear chicken broth, known as Gao Tang in China, made up of a combination of chicken, Hainan ham, and pork. Both broths are designed for use in a range of Chinese cooking, including soup preparation, hot pot, braising vegetables, and preparing noodle dishes, among others.
Campbell said it has been successfully selling Swanson broth in Hong Kong for more than 20 years. The company plans to introduce these broths in early October in five cities in the Guandong Province, with a total population of approximately 32 million: Guangzhou, Shenzen, Donguan, Zhongshan, and Foshan. Swire Beverages, Coca-Cola's largest bottling partner in China, will distribute the products.
The soup giant is preparing to launch marketing plans in each country to support these new broths. These will include broadcast, print, and Internet advertising, as well as in-store promotions and sampling programs. Campbell also plans to deliver 1.7 million samples and recipe booklets in the Moscow region and approximately 10 million samples and recipe booklets in China, in a bid to educate consumers about how to use the broths in meal preparation.
