英翻汉,急····ust five one-hundredths of an inch thick,light golden in color and with a perfect “saddle curl,” the Lay’s potato chip seems an unlikely weapon for global domination.But its maker.Frito-Lay.Thinks otherwise.” Potato chips

英翻汉,急····ust five one-hundredths of an inch thick,light golden in color and with a perfect “saddle curl,” the Lay’s potato chip seems an unlikely weapon for global domination.But its maker.Frito-Lay.Thinks otherwise.” Potato chips
英翻汉,急····
ust five one-hundredths of an inch thick,light golden in color and with a perfect “saddle curl,” the Lay’s potato chip seems an unlikely weapon for global domination.But its maker.Frito-Lay.Thinks otherwise.” Potato chips are a snack food for the world,” said Salman Amin,the company’s head of global marketing.Amin believes there is no corner of the world that can resist the charms of a Frito-Lay potato chip.
Frito-Lay is the biggest snack maker in America.owned by PepsiCo.And accounts for over half of the parent company’s $3 billion annual profits.But the U.S.snack food market is largely saturated,and to grow.the company has to look overseas.
Its strategy rests on two beliefs first a global product offers economies of scale with which local brands cannot compete.And second,consumers in the 21st century are drawn to “global” as a concept.”Global” does not mean products that are consciously identified as American,but ones than consumes-especially young people-see as part of a modem,innovative(创新的)world in which people are linked across cultures by shared beliefs and tastes.Potato chips are an American invention,but most Chinese,for instance,do not know than Frito-Lay is an American company.Instead,Riskey,the company’s research and development head,would hope they associate the brand with the new world of global communications and business.
With brand perception a crucial factor,Riskey ordered a redesign of the Frito-Lay logo(标识).The logo,along with the company’s long-held marketing image of the “irresistibility” of its chips.would help facilitate the company’s global expansion.

英翻汉,急····ust five one-hundredths of an inch thick,light golden in color and with a perfect “saddle curl,” the Lay’s potato chip seems an unlikely weapon for global domination.But its maker.Frito-Lay.Thinks otherwise.” Potato chips
5 one-hundredths刊物英寸厚的颜色,金黄色,一个完美的“马鞍的卷发,“乐事土豆片的似乎并不统治全球武器.但它的制造者.菲多利整合而成.其它的想法.“吃洋芋片是为世界的快餐食品萨勒曼说:“公司总部张旭东等译,三联书店的全球销售.·阿明相信他们不角落,可以抵抗魅力的菲力的土豆片.
菲多利是最大的快餐制造商所有这些年百事可乐.超过一半的主导地位,占母公司的年度利润的30亿美元.但是美国休闲食品市场是经济危机的主要饱和,并且增长.公司已将目光投向海外.
其策略依靠二种信念第一个全球性的产品所产生的规模经济地方性品牌无法竞争.第二,消费者在21世纪是吸引到“世界的”看成是一个概念.“世界的”并不意味着产品,被有意识地认定为美国人,但的电话比consumes-especially年轻的一部分people-see调制解调器、创新(创新的世界的人联系,跨文化共同信念和趣味.吃洋芋片是是美国人的发明,但是大部分中国人,比如,不知道比菲多利是美国的公司.相反,Riskey,公司的研究与开发的头,希望他们把品牌全球化的新时代,生意兴隆.
以全新的一个至关重要的因素,Riskey感知的新命令标识标志(菲力),标志,随着公司的长期持有的营销形象的“chips.”自己的妖娆将有助于促进公司的全球扩张.