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HOME > 提言  > 視点  >積み重ねの先に成功が...

提言 | 視点

積み重ねの先に成功がある | 農業経営者 9月号 |  (2008/09/01)

【亀田製菓(株) 海外業務室長 桑原 忠之】
視点 今年4月、当社は米国進出の拠点として、カリフォルニア州にKAMEDA USA社を設立した。これにより主力商品である柿の種を一大消費国で販売する構想がいよいよ本格的に始動した。

現在、米国ではうす焼きせんべいなど、うるち米で作られた米菓は一部のナチュラルフード系スーパーで流通しているほか、もち米を使用したあられは東南アジアからの輸入品が販売されている。一方、柿の種は商社による輸入品が日系スーパーで販売されるにとどまっていた。

しかし年々健康志向が高まっていることを背景に、オイリーで濃厚な味つけの伝統的スナックとは異なる味覚・低カロリーの米菓は、注目を浴びつつある。縮小する日本国内のマーケットとは反対に、当社が約200億円と推測する米国の米菓市場規模は、ブームに乗って5年後には2倍まで成長すると予測している。

記録よりも定着をめざす


販売するにあたって、いくつかの戦略を定めた。米国人によるブラウンを基調とするパッケージデザインを採用する一方、ピーナッツと柿の種の比率や味は、日本と同じままにしている。成田空港のコンビニエンスストアで、柿の種は独特な食感が外国人に大人気というデータがあるので、まずはどこまで通用するかを試してみたい。

また当社は基幹アイテムで約70種類、全部で約230種類の商品を扱っているが、KAMEDA USAでは柿の種を中心に販売する。販路を一気に拡大することは考えておらず、当面はカリフォルニア州を中心にテストマーケティングを重ねていく計画だ。我われの目的は瞬間最大風速の記録を作ることではなく、柿の種という日本の食文化にある商品を定着させることにある。そのためには、あくまでもお客様と対話しながら、反応いかんで品質を磨いていく作業が重要になってくると思う。

2月から実験的にアジア系のスーパーで販売を始め、現在、販売量は予定の数倍で推移している。ここで堅実な基盤を作った後、より幅広い人種や、最終的なターゲットである世帯所得7万ドル以上の富裕層にも訴求し、販売地域も拡大していきたい。小さな積み重ねの先にしか成功はないのだ。

世界的ブランド力の向上を


当社の成長にとって、海外展開は避けて通れない道である。米菓のような低単価の商品は輸出入しながら採算を取るのが難しいため、将来的には現地での生産も視野に入れている。

今後は柿の種をはじめとする米菓商品のグローバルな展開を図っていくことで、亀田ブランドを世界的に高め、コメ文化を広めていきたい。

(まとめ 鈴木工)
桑原忠之(くわばら ただゆき)
1954年兵庫県生まれ。慶応大学経済学部卒業後、旧東京銀行に入行。国内・海外の営業を担当し、9197年、ロサンゼルスのユニオンバンクに出向。帰国後、丸の内法人新規室長、新潟支社長を務める。今年7月、亀田製菓に入社し現職に。趣味はテニス、水泳、楽器演奏。
Posted by 編集部 11:30

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