Plum position: how Mutti turned tinned tomatoes into a status symbol
Pratonton Audio Lengkap
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#1
How Italian Brand Mutti Turned Tinned Tomatoes Into a Status Symbol in the UK
義大利品牌穆蒂如何將罐裝番茄變成英國的一種地位象徵
#2
Mutti, an Italian brand of tinned tomatoes, is close to becoming the top non-supermarket tomato brand in the UK.
穆蒂，一家義大利罐裝番茄品牌，即將成為英國頂尖的非超市自有品牌番茄品牌。
#3
The company has been growing its UK sales quickly since it arrived in the country in 2020.
自從該公司於 2020 年抵達該國以來，其在英國的銷售額一直快速增長。
#4
In the twelve weeks from February, Mutti reached the number one position for the first time, with a market share of nearly eleven percent.
從二月開始的十二週內，穆蒂首次登上了第一名的位置，市場份額接近百分之十一。
#5
Supermarket own-label products still control more than sixty percent of the market.
超市自有品牌產品仍然控制著超過百分之六十的市場。
#6
Mutti's tinned tomatoes cost about one pound sixty, which is much more than supermarket brands that sell for around fifty pence.
穆蒂的罐裝番茄售價約為一英鎊六十便士，這比售價約為五十便士的超市品牌要貴得多。
#7
Despite the higher price, many customers have chosen Mutti because of its focus on quality and taste.
儘管價格較高，許多顧客仍因為穆蒂對品質與口味的專注而選擇了它。
#8
The brand increased its UK and Ireland sales by nineteen percent last year, reaching about twenty-two million pounds.
該品牌去年的英國與愛爾蘭銷售額增長了百分之十九，達到約兩千兩百萬英鎊。
#9
A six-million-pound marketing campaign, which includes television adverts, is helping with brand positioning in the UK.
一項耗資六百萬英鎊的行銷活動，其中包括電視廣告，正有助於穆蒂在英國的品牌定位。
#10
Mutti was founded in 1899 and is based in the province of Parma, Italy.
穆蒂創立於 1899 年，總部位於義大利的帕爾馬省。
#11
It is a family-owned company that processed a record seven hundred and twenty-five thousand tonnes of tomatoes last year.
這是一家家族經營的公司，去年加工了創紀錄的七十二萬五千公噸番茄。
#12
The brand now sells tinned tomatoes, passata, paste, ready-made sauces, and ketchup.
該品牌現在銷售罐裝番茄、番茄糊、番茄泥、即食醬料和番茄醬。
#13
A company van is currently touring UK cities, including Manchester, Liverpool, Edinburgh, and Cardiff, to promote its products to new customers.
一輛公司貨車目前正在巡迴英國城市，包括曼徹斯特、利物浦、愛丁堡和卡地夫，向新客戶推廣其產品。
#14
Francesco Mutti, the great-grandson of one of the founders, explained why the brand is becoming more popular.
弗朗切斯科·穆蒂是創始人之一的曾孫，他解釋了為什麼該品牌正變得越來越受歡迎。
#15
He said that taste is the main reason customers choose Mutti over cheaper alternatives.
他說味道是顧客選擇穆蒂而非更便宜替代品的主要原因。
#16
He believes that the Italian brand can play a significant role in kitchens across the UK.
他相信這個義大利品牌可以在全英國的廚房中發揮重要作用。
#17
The company is expected to hold its number one market position for the rest of the year.
該公司預計將在今年剩餘時間內保持其市場第一的地位。