????艾拉廚房（Ella’s Kitchen）vs. 嘉寶嬰兒食品（Gerber）

????挑戰(zhàn)：如何在嬰兒食品品牌泛濫的市場(chǎng)里脫穎而出？

????他們的故事：45歲的尼克兒童頻道（Nickelodeon）總經(jīng)理保羅?林德利和他44歲的妻子艾莉森總想讓他們幼女多吃些蔬菜和水果，時(shí)間一久，他們便萌生了開辦嬰兒食品營(yíng)銷公司“艾拉廚房”的念頭（沒錯(cuò)，他們的女兒就叫艾拉）。他們的思路是：美味可口的有機(jī)食品，外加足以激發(fā)兒童食欲的包裝，比如軟袋包的水果沙冰之類。他們是如何付諸實(shí)踐的？2006年，夫婦二人申請(qǐng)到了30萬美元的次級(jí)貸款，聘請(qǐng)了數(shù)名營(yíng)養(yǎng)師和一名生產(chǎn)專家。他們同意尼克兒童頻道參與銷售收入的分成，以此為條件，拿到了該頻道的廣告時(shí)段，開始了他們的銷售業(yè)務(wù)。成績(jī)?nèi)绾?？去年，他們的銷售額增長(zhǎng)了一倍，達(dá)5,000萬美元。艾拉廚房如今已經(jīng)推出了70款產(chǎn)品，并成功打入了大型零售連鎖店如塔吉特百貨(Target)和全食超市（Whole Foods）等。

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??? Ella's kitchen vs. Gerber

????The challenge: In a world full of baby food brands, how do you separate yourself from the pack?

????What they did: After trying day after day to encourage their baby daughter to eat fruits and veggies, Nickelodeon general manager Paul Lindley, 45, and his wife, Alison, 44, came up with the idea for baby-food marketer Ella's Kitchen. (Yup, Ella is their kid.) The idea: great tasting organic foods in packaging that turns kids on, such as fruit smoothies in squeezable pouches. How'd they pull it off? In 2006 the couple took out a $300,000 second mortgage and hired a posse of nutritionists and a manufacturing expert. They kick-started sales by giving Nickelodeon a share of revenue in exchange for commercial time. The result? Last year sales doubled to $50 million. Ella's Kitchen makes 70 products now and can be found in retailers like Target and Whole Foods.

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