奥利奥饼干在中国强势推销了多年。消费者发现传统的美版卡夫饼干太甜,14块饼干折合73美分,太贵;对中国三口之家来说,包装也太大。在中国这样一个世界上人口最多的市场,卡夫必须像其他全球企业一样,对自己的招牌产品做出改变以获得消费者的接受。卡夫全球总裁Sanjay Khosla可以夸耀自己的成功——截至去年9月,奥利奥在中国饼干市场的占有率达到7.3%,这比2008年高出三分之一。根据AC尼尔森的调查, Oreos biscuits have been selling well in China for years. Consumers found that the traditional US version of the Kraft biscuits too sweet, 14 biscuits 73 cents, too expensive; for China’s three family, the packaging is too large. In a market like China, one of the most populous markets in the world, Kraft must make changes to its signature products like any other global enterprise to gain consumer acceptance. Sanjay Khosla, global president of Kraft, can boast of his success - as of last September, Oreo had a 7.3% stake in the Chinese biscuits market, up from a third in 2008. According to AC Nielsen’s survey,