Working languages: Japanese to English
English to Japanese
Spanish to Japanese
| waterlilyR
Root Of All
England, United Kingdom Local time: 09:20 GMT (GMT+0)
Native in: Japanese  | |
| Freelancer | | Translation, Editing/proofreading, Subtitling, Post-editing, Transcription | | Also works in: | | Art, Arts & Crafts, Painting | Cooking / Culinary | | Cosmetics, Beauty | Food & Dairy | | Forestry / Wood / Timber | Linguistics | | Music | Psychology | | Social Science, Sociology, Ethics, etc. |
| Sample translations submitted: 1 English to Japanese: Brand power
General field: Social Sciences
Detailed field: Surveying | Source text - English
The famous name of the leading brands command significant premiums over the actual cost of the products they sell. Companies spend millions each year to build their brand images in the UK, for example, advertising expenditure on instant coffee brands was $65m in 1999, mainly on Nescafe, Kenco, and Douwe Egberts, according to Key Note research. With distinct brands, roasters can distinguish their products through image and taste, so avoiding competing with each other on price alone.
Brand power also gives roasters serious negotiating clout with the retailers who stock their products. Just how much clout is the stuff of long, hard and secretive negotiations between rosters and retailers. The major retailers - the leading supermarkets - are very powerful themselves and have picked up on the profit potential of coffee by launching their own-brand labels.
In some markets, such as Germany and France, industry figures say that retailers are putting pressure on roasters to keep prices very low. But there is a limit to how much pressure the retailers can exert on the big four or five rosters: they know that shoppers expect to find classic brands on their shelf.
| Translation - Japanese
主要メーカーの名の知れた商品は、意のままに実価以上のかなりの高値で売られている。コーヒー業者は毎年そのプランドイメージを構築するために何万ポンドもそれに費やしている。キー・ノートの調査によると、たとえばイギリスでは、主にネスカフェ、ケンコー、ドーウヴァ、エグバーツなどのインスタントコーヒーメーカーの広告費は1999年には6万5千ドルにも及ぶ。
特徴のあるメーカーのコーヒーにおいては、コーヒーの焙煎業者達はそのイメージや味で商品を識別することができる。これにより、価格のみでお互いに争うことを回避できる。プランド力はまた、焙煎業者達に小売業者達とのとの相当な交渉力の必要性を叩きつけている。
主要小売業者、つまり大手スーパーマーケットは力があり、自社プランドを立ち上げることにより、コーヒー販売の潜在的利益に目をつけ始めている。業界の統計によればドイツやフランスなどの一部の市場では小売業者は価格を抑えるために焙煎業者に多大な圧力をかけているということだ。しかしながら４，５社の焙煎業者にかけられる小売業者の圧力には制限がある。なぜなら、小売業者は顧客が棚に典型的なブランドが並んでいる事を期待しているのを知っているからである
|
More Less | | Years of translation experience: 1. Registered at ProZ.com: Apr 2009. | | N/A | | N/A | | N/A | | Microsoft Excel, Microsoft Word | | About me I have living in the UK for three years so far. I am planning to go to Universitiy to be a very profesional translator. I am very keen on gaining experience as a translator. This is why I can negotiate the rate when I can work for you. I am very trustworthy and work very heard.
Additionally, I love coffee and music! What is more, I like challenging myself!! |
|
Keywords: japanese, food, fashion, turism, socialism, culture, music, food science, global issue
Profile last updated
Jul 9, 2009 |
The translation workplace 
Portfolio