どうも。
久しぶりにインタビュー行きます。
Interview 1
Lekh Raj Juneja
今月のゲストは亀田製菓株式会社のCEOジュネジャ・レカ・ラジュさんです。インド出身のジュネジャさんは、バイオテクノロジーを研究するため1984年に来日。博士課程修了後複数の日本企業をへて2020年に亀田製菓株式会社代表取締役副社長に就任し、2022年より代表取締役会長CEOを務めています。
おせんべいやあられは、日本の年配の方に人気があるというイメージがありますが、今後より多くの人に楽しんでもらうために、ジュネジャさんの会社ではどのような工夫をしているのでしょうか？
ではインタビューを聞く前に、聞き取りのポイントを確認しましょう。
Listening point
How is the marketing strategy changing to attract the younger generation?
若い世代を惹きつけるためにマーケティング戦略はどのように変わっていますか？
Okay, let's listen to today's interview!
Shibaya: Regarding the domestic market, you've mentioned that the rice cracke market remain stagnent while sales of cookies and chccolates have been growing, anf that your main customer demographic is in ther 50s and 60s. What is your strategy for attracting the younger generation to rice crackers?
Juneja: That's a very good question. You know, I think, you know, most of the companies are struggling with, like, there will be a lot more less younger people. old people of the aging society. You know, so this is a critical issue for us, you know, that how to keep our shares in the market to grow our business, you know.
So, we need to attract younger generation, you know, so we're trying to shift our marketing strategies. We changed, like, you know, commercial ambassadors. CMs, you know, we're doing SNS, we're doing everything and also developing the products which are good for younger generation; that they like it, you know. So, marketing strategy of course are changing, you know. It's more shifting, more to SNS, where, you know, the young people can read and all that you know, but also making, uh, palate, you know, the food taste which is good for younger generation, you know. So, this is a very, very important part of our business; how we can attract younger people, and what we can sell them, what we can bring the market.
And of course, you know, whatever we do, you know, we cannot keep on growing forever, you know. The fantasy is you're going absolutely to take this beautiful food to all over the world, you know, and go every country and spread how good Japanese are, how good Japanese technologies are, how good Japanese food is. Seriously, I'm going everywhere, whenever we can, building our factories, making all the icence partnerships, you know.
WORDS AND PHRASES
stagnant 停滞した
Unchanging, lacking growth or development.Dull and lacking activity.Stagnant is often used for water.If water is not moving, it creates a bad smell and become hazardous to drink. Using the same image, stagnant has a negative connotation. However, something that is steady or stable can be neutral or positive.
demographic 人口動態、人口統計、特定の人口集団、購買層
The details or specifics about a group of people.A demographic is also a part of the population based on a shared characteristic.This could be something like age, income, nationality and so on. For example, "Young voters are a key demographic for his political campaign".
share 割合、シェア
Generally speaking, a share is a portion of something that belongs to someone or an organization.Doctor Juneja mentioned keeping his company's shares in the market, otherwise known as market shares. Market shares refer to the portion of sales a company or product has in a given market. For example, if there are 100 products sold in a certain industry and ten of those products are from my company, then my company would have a 10% share of the market.
palate 味覚
Your palate is the roof of your mouth, but we use palate to refer to our sense of taste and how we perceive flavor. An example would be, "The spicy food had to be adjusted for my child's sensitive palate".
聞き取りのポイントの答え
Listening point
How is the marketing strategy changing to attract the younger generation?
It's shifting more to social media.
ソーシャルメディアへのシフトを強めています。
ENHANCE YOUR VOCABULARY
今日はマーケティング戦略が話題になっていました。関連する語句を見て行きましょう。
taeget audience 対象顧客層
Understanding your target audience is the first step for a successful marketing campaign.
対象顧客層を理解することは、マーケティングを成功させるための第一歩です。
このオーディエンスは、「聴衆」でなく、販売対象となる顧客層のことを指します。
branding ブランディング、ブランド戦略
Consistent branding helps to eatablish a strong brand identity.
一貫したブランディングは、強固なブランドアイデンティティーを確立するのに役立ちます。
ブランドイメージを作っていくことをbrandingといいます。
engage with ～とかかわる
Social media platforms provide an avenue for engaging with the potential customers.
ソーシャルメディアのプラットフォームは、潜在的な顧客関わるための手段を提供します。
関係を構築して行くというニュアンスですね。
incentivize 奨励する
Offering exclusive promotions can incentivize customer loyalty.
限定的なプロモーションを提供することによって、顧客が繰り返し購入することを促進できます。
incentiveの動詞ですから、incentiveを与えるという意味です。
実際に声に出して言うのも大事な練習の一つです。このコーナーで学んだ文を実際にやってみましょう。
YOUR TURN
次の日本語を英語にしてみましょう。
ソーシャルメディアを通じた口コミは、マーケティングにおいて強力な武器となります。
ヒント: 口コミ word of mouth
解答例: Word of mouth through social media is a poweful weapon in marketing.
今日の言葉
今日の言葉です。インタビューの中から印象に残った言葉を紹介します。
This is a very, very important part of our business; how we can attract younger people.
どうやって若い人たちを惹きつけられるか？これは当社の事業にとって非常に重要な側面になります。
若い層を取り込んでいくことは、企業の長期戦略にとって欠かせないですね。
avenueって「手段」という意味があるんですね。
