DLP Daren Growth Case Studies(玛氏食品 译稿).docxVIP

JOHN HAUGH AT MARS美国玛氏食品公司 JOHN HAUGH玛氏公司是全球最大的食品生产商之一，是全球巧克力、宠物护理、糖果等行业的领导者，拥有众多世界知名的品牌。在这些品牌中，价值超过十亿美元的品牌就包括德芙、玛氏、MM’S、士力架、UNCLE BEN’S、益达、傲白、宝路、皇家、伟嘉和特趣。How was this for a challenge? You had joined one of the world’s largest and most successful family-owned companies with a long, proud history in the food industry. And your first assignment? Breathe new life into a business named for the founder’s mother. Meet John Haugh, hired from the outside to head Mars/Masterfoods Retail Group, and charged with reinvigorating sales at Ethel M Chocolates, the gourmet chocolate business named after the mother of founder, Forrest Mars.当你加入全球规模最大，最成功，且拥有悠久历史的家族企业之一玛氏食品公司时，你面临着哪些挑战？在你正式加入这家以创始人母亲名字命名的企业后，你被分配到的第一个工作任务是什么？John Haugh 通过外部应聘，加入到了玛氏食品的零售业集团，主要负责提升Ethel M巧克力的市场销售情况（其巧克力品牌也是以创始人母亲名字Forrest Mars命名）。Born in Minnesota, Haugh began his career at General Mills, spending six years there— three in sales and three in marketing. He credits the firm with teaching him a lot: In a blue-chip company like General Mills, you really come to understand how to think from the customer’s perspective. Working there gave me the opportunity to learn how to launch and sustain iconic brands and to see businesses that didn’t work, despite all the smart people and market research that was done ahead of time. At General Mills, when something doesn’t work, you spend time trying to understand why.Haugh出生于明尼苏达州，他的职业生涯起步于美国通用磨坊食品公司，在该公司任职6年，前三年从事销售工作，另外三年从事市场工作。他相信这家公司让他学到了很多：在通用磨坊这样的蓝筹企业工作，你必须知道怎样通过客户的角度思考问题。在那里，我学到了如何开发并长期维持一个标志性的品牌，并明白哪些业务是努力也不见成效的，尽管在我之前很多聪明的同事和市场人员都做过这方面的研究。在通用磨坊食品公司，一旦遇到不见成效的事，我们就必须花时间去找明原因。He watched colleagues at General Mills tinker with new products, sometimes launching them three or four times before finally getting it right: “Sometimes your timing is a bit off, or there’s some new technology or a new customer insight—so you give it another shot.” He learned an important lesson: “You want to be as right as you can, but you never know everything—so you take your best informa