1、從可口可樂學生意經One of my favorite parts of my job at the Gates Foundation is that I get to travel to the developing world, and I do that quite regularly. And when I meet the mothers in so many of these remote places, I'm really struck by the things that we have in common. They want what we want for ou

2、r children and that is for their children to grow up successful, to be healthy, and to have a successful life. But I also see lots of poverty, and it's quite , both in the scale and the scope of it. My first trip in India , I was in a person's home where they had dirt floors, no running wate

3、r, no electricity, and that's really what I see all over the world. So in short, I'm startled by all the things that they don't have. But I am surprised by one thing that they do have: Coca-ColaCoke is everywhere. In fact, when I travel to the developing world, Coke feels ubiquitous.And

4、so when I come back from these trips, and I'm thinking about development, and I'm flying home and I'm thinking, "We're trying to deliver to people or vaccinations ," you know, Coke's success kind of stops and makes you wonder: how is it that they can get Coke to these f

5、ar-flung places If they can do that, why can't governments and NGOs do the same thing And I'm not the first person to ask this question. But I think, as a community, we still have a lot to learn. It's , if you think about Coca-Cola. They sell billion servings every single day. That's

6、 like every man, woman and child on the planet having a serving of Coke every week. So why does this matter Well, if we're going to speed up the progress and go even faster on the set of Development Goals that we're set as a world, we need to learn from the innovators , and those innovators

7、come from every single sector. I feel that, if we can understand what makes something like Coca-Cola ubiquitous, we can apply those lessons then for the public good.Coke's success is relevant, because if we can analyze it, learn from it, then we can save lives. So that's why I took a bit of

8、time to study Coke. And I think there are really three things we can take away from Coca-Cola. They take real-time data and immediately feed it back into the product. They tap into local talent, and they do incredible marketing. So let's start with the data. Now Coke has a very clear bottom line

9、 - they report to a set of shareholders, they have to turn a profit. So they take the data, and they use it to measure progress . They have this very continuous feedback loop. They learn something, they put it back into the product, they put it back into the market. They have a whole team called &qu

10、ot;Knowledge and Insight." It's a lot like other consumer companies. So if you're running Namibia for Coca-Cola, and you have a 107 constituencies, you know where every can versus bottle of Sprite, Fanta or Coke was sold, whether it was a cornerstore, a supermarket or a . So if sales st

11、art to drop, then the person can identify the problem and address the issue.Let's contrast that for a minute to development. In development, the evaluation comes at the very end of the project. I've sat in a lot of those meetings, and by then, it is way too late to use the data. I had somebo

12、dy from an NGO once describe it to me as bowling in the dark. They said, "You roll the ball, you hear some pins go down. It's dark, you can't see which one goes down until the lights come on, and then you an see your impact." Real-time data turns on the lights.So what's the sec

13、ond thing that Coke's good at They're good at tapping into that local entrepreneurial talent . Coke's been in Africa since 1928, but most of the time they couldn't reach the distant markets, because they had a system that was a lot like in the developed world, which was a large truck

14、 rolling down the street. And in Africa, the remote places, it's hard to find a good road. But Coke noticed something - they noticed that local people were taking the product, buying it in bulk and then reselling it in these hard-to-reach places. And so they took a bit of time to learn about tha

15、t. And they decided in 1990 that they wanted to start training the local entrepreneurs, giving them small loans. They set them up as what they called micro-distribution centers, and those local entrepreneurs then hire sales people, who go out with bicycles and pushcarts and wheelbarrows to sell the

16、product. There are now some 3,000 of these centers employing about 15,000 people in Africa. In Tanzania and Uganda, they represent 90 percent of Coke's sales. Let's look at the development side.What is it that governments and NGOs can learn from Coke Governments and NGOs need to tap into tha

17、t local entrepreneurial talent as well , because the locals know how to reach the very hard-to-serve places, their neighbors, and they know what motivates them to make change. I think a great example of this is Ethiopia's new health extension program. The government noticed in Ethiopia that many

18、 of the people were so far away from a health clinic, they were over a day's travel away from a health clinic. So if you're in an emergency situation - or if you're a mom about to deliver a baby - forget it, to get to the health care center. They decided that wasn't good enough, so t

19、hey went to India and studied the Indian state of Kerala that also had a system like this, and they adapted it for Ethiopia. And in 2003, the government of Ethiopia started this new system in their own country. They trained 35,000 health extension workers to deliver care directly to the people. In j

20、ust five years, their ratio went from one worker for every 30,000 people to one worker for every 2,500 people. Now, think about how this can change people's lives. Health extension workers can help with so many things, whether it's family planning, prenatal care, immunizations for the childr

21、en, or advising the woman to get to the facility on time for an on-time delivery. That is having real impact in a country like Ethiopia, and it's why you see their child mortality numbers coming down 25 percent from 2000 to 2008. In Ethiopia, there are hundreds of thousands of children living be

22、cause of this health extension worker program. So what's the next step for Ethiopia Well, they're already starting talk about this. They're starting to talk about, "How do you have the health community workers generate their own ideas How do you them based on the impact that they

23、9;re getting out in those remote villages" That's how you tap into local entrepreneurial talent and you unlock people's potential.The third component of Coke's success is marketing . Ultimately, Coke's success depends on one crucial fact and that is that people want a Coca-Cola.

24、 Now the reason these micro-entrepreneurs can sell or make a profit is they have to sell every single bottle in their pushcart or their wheelbarrow. So, they rely on Coca-Cola in terms of its marketing, and what's the secret to their marketing Well, it's aspirational. It is associated that p

25、roduct with a kind of life that people want to live. So even though it's a global company, they take a very local approach. Coke's global campaign slogan is "Open Happiness." But they localize it. And they don't just guess what makes people happy; they go to places like Latin A

26、merica and they realize that happiness there is associated with family life. And in South Africa, they associate happiness with seriti or community respect. Now, that played itself out in the World Cup campaign. Let's listen to this song that Coke created for it, "Wavin' Flag" by a

27、 Somali hip hop artist.(Video) K'Naan: Oh oh oh oh oh o-oh Oh oh oh oh oh oh oh oh oh oh Oh oh oh oh oh o-oh Oh oh oh oh oh oh oh oh o-oh Give you freedom, give you fire Give you reason, take you higher See the champions take the field now You define us, make us feel proud In the streets our hea

28、ds are lifted As we lose our inhibition Celebration, it's around us Every nation, all around usMelinda French Gates: It feels pretty good, right Well, they didn't stop there - they localized it into 18 different languages. And it went number one on the pop chart in 17 countries. It reminds m

29、e of a song that I remember from my childhood , "I'd Like to Teach the World to Sing," that also went number one on the pop charts. Both songs have something in common: that same appeal of celebration and unity . So how does health and development market Well, it's based on avoidan

30、ce, not aspirations. I'm sure you've heard some of these messages. "Use a condom, don't get AIDS." "Wash you hands, you might not get diarrhea." It doesn't sound anything like "Waving' Flag" to me.And I think we make a fundamental mistake - we make a

31、n assumption, that we think that, if people need something, we don't have to make them want that. And I think that's a mistake. And there's some indications around the world that this is starting to change. One example is . We know that a million and a half children die a year from diarr

32、hea and a lot of it is because of open defecation. But there's a solution: you build a toilet. But what we're finding around the world, over and over again, is, if you build a toilet and you leave it there, it doesn't get used. People reuse it for a slab for their home. They sometimes st

33、ore grain in it. I've even seen it used for a chicken coop. (Laughter) But what does marketing really entail that would make a sanitation solution get a result in diarrhea Well, you work with the community. You start to talk to them about why open defecation is something that shouldn't be do

34、ne in the village, and they agree to that. But then you take the toilet and you position it as a modern, trendy convenience. One state in Northern India has gone so far as to link toilets to courtship. And it works - look at these headlines. (Laughter) I'm not kidding. Women are refusing to marr

35、y men without toilets. No loo, no "I do."(Laughter)Now, it's not just a funny headline - it's innovative. It's an innovative marketing campaign. But more importantly, it saves lives. Take a look at this - this is a room full of young men and my husband, Bill. And can you guess

36、what the young men are waiting for They're waiting to be circumcised. Can you you believe that We know that circumcision reduces HIV infection by 60 percent in men. And when we first heard this result inside the Foundation, I have to admit, Bill and I were scratching our heads a little bit and w

37、e were saying, "But who's going to volunteer for this procedure" But it turns out the men do, because they're hearing from their girlfriends that they prefer it, and the men also believe it improves their sex life. So if we can start to understand what people really want in health

38、and development, we can change communities and we can change whole nations.Well, why is all of this so important So let's talk about what happens when this all comes together, when you tie the three things together . And polio, I think, is one of the most powerfulexamples. We've seen a 99 pe

39、rcent reduction in polio in 20 years. So if you look back to 1988, there are about 350,000 cases of polio on the planet that year. In 2009, we're down to 1,600 cases. Well how did that happen Let's look at a country like India. They have over a billion people in this country, but they have 3

40、5,000 local doctors who report paralysis, and clinicians, a huge reporting system in chemists. They have two and a half million vaccinators. But let me make the story a little bit more concrete for you. Let me tell you the story of Shriram, an 18 month boy in Bihar, a northern state in India. This y

41、ear on August 8th, he felt paralysis and on the 13th, his parents took him to the doctor. On August 14th and 15th, they took a stool sample, and by the 25th of August, it was confirmed he had Type 1 polio. By August 30th, a genetic test was done, and we knew what strain of polio Shriram had.Now it c

42、ould have come from one of two places. It could have come from Nepal, just to the north, across the border, or from Jharkhand, a state just to the south. Luckily, the genetic testing proved that, in fact, this strand came north, because, had it come from the south, it would have had a much wider imp

43、act in terms of transmission. So many more people would have been affected. So what's the endgame Well on September 4th, there was a huge mop-up campaign, which is what you do in polio. They went out and where Shriram lives, they vaccinated two million people. So in less than a month, we went fr

44、om one case of paralysis to a targeted vaccination program. And I'm happy to say only one other person in that area got polio. That's how you keep a huge outbreak from spreading, and it shows what can happen when local people have the data in their hands ; they can save lives.Now one of the

45、challenges in polio, still, is marketing, but it might not be what you think. It's not the marketing on the ground. It's not telling the parents, "If you see paralysis, take your child to the doctor or get your child vaccinated." We have a problem with marketing in the donor commun

46、ity. The G8 nations have been incredibly generous on polio over the last 20 years, but we're starting to have something called polio fatigue and that is that the donor nations aren't willing to fund polio any longer. So by next summer, we're sighted to run out of money on polio. So we ar

47、e 99 percent of the way there on this goal and we're about to run short of money. And I think that if the marketing were more aspirational, if we could focus as a community on how far we've come and how amazing it would be to eradicate this disease, we could put polio fatigue and polio behin

48、d us. And if we could do that, we could stop vaccinating everybody, worldwide, in all of our countries for polio. And it would only be the second disease ever wiped off the face of the planet. And we are so close. And this victory is so possible.So if Coke's marketers came to me and asked me to

49、define happiness, I'd say my vision of happiness is a mother holding healthy baby in her arms . To me, that is deep happiness. And so if we can learn lessons from the innovators in every sector, then in the future we make together, that happiness can be just as ubiquitous as Coca-Cola.Thank you.

50、譯文我最喜歡的一個部分在蓋茨基金會是我的工作，我前往發展中國家，經常和我這樣 做。當我滿足這些遠程的母親在很多地方，我真的很震驚的事情我們有共同之處。他們想要什么是我們想要我們的孩子，為孩子成長成功，健康,成功的人生。但我也 看到很多貧困很刺耳，在它的規模和范圍。我第一次在印度，我在一個人的家，他們 有泥土地板，沒有自來水，沒有電，這真的是我所看到的世界各地。所以簡而言之 ， 我嚇的他們沒有的東西。但我感到驚訝，他們做的一件事：可口可樂。可口可樂無處不在。事實上，當我前往發展中國家，可口可樂的感覺無處不在。從 這些旅行,所以當我回來，我想發展，和我飛回家，我在想，“我們試圖給人們提供避 孕套或

51、接種疫苗，”你知道,可口可樂成功的停止，讓你疑惑：為什么他們可以讓可口 可樂這遙遠的地方如果他們能做到這一點，政府和非政府組織為什么不能做同樣 的事情嗎我不是第一個問這個問題的人。但我認為，作為一個社區，我們還有很多 東西要學。這是驚人的，如果你覺得可口可樂。他們每一天賣出15億份。這就像 每一個男人、女人和兒童在這個星球上每星期吃一份可口可樂的。那么為什么這件事呢好吧，如果我們要加快進度，更快的千禧年發展目標，我們設置為一個世界 我們需要學習的創新者，這些創新者來自每一個部門。我覺得，如果我們能理解是 什么讓類似可口可樂無處不在，我們可以運用這些經驗教訓然后為公益。可口可樂的成功是相關的，因

52、為如果我們可以分析它，學習它，然后我們可以拯救 生命。所以這就是為什么我花了一些時間來研究可口可樂。我認為有三件事我們可以從可口可樂帶走。他們立即采取實時數據和充入的產品。 他們利用當地的創 業人才，做難以置信的營銷。所以讓我們從數據開始。現在可口可樂公司有一個 很清晰的底線一一他們報告一組股東，他們必須盈利。所以他們的數據，他們用它 來衡量進展。這一持續的反饋回路。他們學習一些東西，他們把它回產品，他們把它回市場。他們有整個團隊稱為“知識和洞察力。“這是一個很多像其他消費品公司。所以如果你運行納米比亞可口可樂，你有107個選區，你知道每一個可以與一 瓶雪碧，芬達，可口可樂被出售，是否一個角落

53、商店，超市或手推車。所以如果銷售開 始下降，那么人可以識別問題和解決這個問題。讓我們對比一下發展。在發展中，評價是在項目的最后階段。我坐在了很多的會 議,到那時，來不及使用數據的方式。我已經有人從一個非政府組織曾經對我描述 它在黑暗中打保齡球。他們說，“你滾球，你聽到一些針下去。黑暗，你看不見哪一 個下降直到燈都亮了，然后你看你的影響。“實時數據打開燈。所以可口可樂的擅長的第二件事是什么嗎他們擅長利用當地的創業人才。可口可樂1928年在非洲，但大多數時候他們不能到達遙遠的市場，因為他們有一個系統，很像在發達國家，這是一輛大卡車奔馳在大街上。在非洲，遙遠的地方，很難找到一 個好的道路。但是可口可

54、樂發現了一些一一他們發現當地人們采取產品，批量購買它，然后轉售它在這些更難以達到的地區。于是他們花了一些時間去了解。在 1990年,他們決定他們想要開始訓練當地的企業家，提供小額貸款。他們設立所謂 micro-distribution中心,和那些當地的企業家雇傭銷售人員，和自行車、手推車和手 推車賣出去的產品。現在有大約3000名在非洲這些中心雇傭大約15000人。在坦 桑尼亞和烏干達，他們代表可口可樂的銷量的90%。讓我們看看發展的一面。這是什么，政府和非政府組織可以從可口可樂嗎政府和非政府組織需要利用當地 創業人才，因為當地人知道如何達到hard-to-serve的地方他們的鄰居，他們知道

55、是 什么激勵著他們改變。我認為一個偉大的例子是埃塞俄比亞的新健康擴展計劃。在埃塞俄比亞政府注意到，許多人因此遠離健康診所，他們在一天的旅行從一個健 康診所。所以如果你在緊急情況下，或者如果你是一個媽媽接生，忘記它，去醫療中 心。他們認為不夠好，所以他們去了印度，研究了印度喀拉拉邦的，也有一個這樣的 系統，他們搬到埃塞俄比亞。2003年,埃塞俄比亞政府在自己的國家開始這個新的 系統。他們培訓了 35000名健康推廣人員提供直接護理的人。在短短五年內，他們 的比例從每30000人一名工人為每2500人一名工人。現在，思考如何改變人們的生活。健康推廣人員可以幫助解決很多事情，無論是計劃生育、產前保健

56、、兒童免疫接種，或建議女人去工廠準時準時交貨。在埃塞俄 比亞這樣的國家產生真正的影響，這就是為什么你看到他們的兒童死亡率從 2000 年到2000年數字下降25%。在埃塞俄比亞，有成千上萬的兒童健康生活因為這個擴 展工計劃。那么埃塞俄比亞的下一步是什么呢嗯，他們已經開始談論這個。他們開始談論，“你有健康社區工作者產生自己的想法你如何激勵他們基于影響在那 些偏遠村莊里走出來“這是你如何利用當地創業人才和你解開人們的潛力。可口可樂的成功營銷的第三個組成部分。最終 ，可口可樂的成功取決于一個關鍵 事實，那就是，人們想要一個可口可樂。現在，這些企業家們可以出售或盈利的原因是他們必須在他們的手推車和手推車銷售每一個瓶子。所以，他們依靠可口可樂的營銷，和他們的營銷的秘訣是什么嗯，這是夢寐以求的。是相關聯的產品，人們想 要一種生活。所以即使它是一家全球性公司 ，他們非常局部的方法。可口可樂的 全球運動的口號是“開放的幸福。“但他們本地化。，他們不只是想讓人們高興， 他們去拉丁美洲等地，他們意識到，幸福與家庭生活。在南非，他們將幸福與seriti 或社區的尊重。現在，在世界杯。讓我們聽這首歌，可口可樂創建“Wavin國旗” 索馬里嘻哈歌手。梅林達法國蓋茨：感覺很好，對嗎嗯,他們沒有停止，他們本地化成18種不同的語言。 它就在17個國家流行的圖表