2013年02月02日

TED (6): What nonprofits can learn from Coca-Cola by Melinda Gates



「NGOがコカコーラから学べること」メリンダ・ゲイツ(ビル・ゲイツ夫人)
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Melinda Gates “What nonprofits can learn from Coca-Cola”

(1) One of my favorite parts about 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 our 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 jarring, both in the scale and the scope of it.

get to do ~:〜するようになる
remote:離れた、遠い
be struck by ~:〜に感銘を受ける
 cf. strike(打つ)−struck−struck
have 〜 in common:共通点がある
jarring:衝撃的な
poverty:貧困
scale:大きさ
scope:範囲、広さ

(2) My first trip in India, I was in a person's home where they had dirt floors, no running water, 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-Cola.

dirt floor:土間
running water:流水、水道
in short:要するに
be startled by ~:〜に驚く

(3) Coke is everywhere. In fact, when I travel to the developing world, Coke feels ubiquitous. And 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 condoms 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 far-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.

in fact:実際、どころか
ubiquitous:どこにでもある
development:開発
vaccination:ワクチン接種
 cf. vaccine:ワクチン
kind of 動詞:動詞みたいな
 ex. I kind of like it.
far-flung:遠方の
NGO:non-governmental organization

(4) 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 entrepreneurial talent, and they do incredible marketing.

take away:持ち帰る
immediately:すぐに
feed back:返す
tap into ~:〜を利用する
entrepreneurial:起業家の

(5) Now 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. 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.

component:構成要素
ultimately:究極は
depend on ~:〜に頼る
crucial:重大な
entrepreneur:起業家
make a profit:利益を出す
every single ~:あらゆる〜
pushcart:手押し車
wheelbarrow:〃
rely on ~:〜に頼る
in terms of ~:〜の点から
aspirational:向上心のある

(6) It is associated that product 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 America and they realize that happiness there is associated with family life. And in South Africa, they associate happiness with seriti or community respect.

associate A with B:
AをBと関連付ける
even though:たとえ〜でも
take an approach:手法を取る
localize:現地化する

Thank you for listening till the end!

●TED 公式サイト
http://www.ted.com/talks/melinda_french_gates_what_nonprofits_can_learn_from_coca_cola.html
● Digital Cast
http://digitalcast.jp/v/12126/
● English Central
http://ja.englishcentral.com/video/11283/melinda-gates-our-community-can-learn-from-coca-co



【発行元】エクセル英語学院
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