Download - McNeil interview tips Jan2006.ppt
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How to Ace YourMarketing Interviews
A Presentation for Kellogg First-Year
MBA CandidatesJanuary 4, 2006
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Who Are We?
Why Brand Management?
What Do Brand Companies Look For?
Sample Questions
Interview Dos & Donts
Key Dates
Todays Agenda
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Who is McNeil?
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Who is McNeil Consumer/ J&J
Merck/ McNeil Nutritionals? Part of Johnson & Johnsons 200+ op. company portfolio
Top Global Consumer Marketing Company
Continual innovator in new products/ new product marketing
Leading Consumer Brands
http://www.lactaid.com/index.jhtml;jsessionid=ZZDM1YU5UK2IGCQPCCECUYYKB2IIWNSChttp://www.stjosephaspirin.com/index.jhtmlhttp://www.imodium.com/page.jhtml;jsessionid=ROBACJKBOMDLICQPCCECUYYKB2IIWNSC?lid=homehttp://www.pepcidac.com/index.jhtmlhttp://splenda.com/index.jhtml;jsessionid=AQFDLEBEZCPBOCQPCCECUYYKB2IIWNSC -
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Rich, business-impacting projects Quantify New Mom opportunity for pediatric analgesics and evaluate
strategies and tactics for reaching this target
Drive growth for the Viactiv brand by 1) developing at least two new
product concepts, including strategies and positioning, and 2) creating an
innovative and actionable private label strategy
Create an integrated program that becomes a growth pillar for Imodium
Develop 2006 business plan for Tylenol OUCH! program
Develop fully baked launch plan for new Tylenol Upper Respiratory product
Help Pepcid win in Alternative Channels through identification of upsideopportunities and development of pricing, distribution and product
strategies to drive distribution and sales in these underdeveloped markets.
McNeil Intern Projects
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Run your own business!
Early P&L Responsibility
Act as General Manager
Inherently cross-functional
Its all the fun stuff! Advertising
Consumer & Trade promotions
Packaging
New product development
Relationship marketing
Public relations
e-marketing
Multicultural marketing
Event sponsorship
Budgeting & Forecasting
Why Brand Management?
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Easy Answer: TO GET A JOB!
Real Answer:
Only One or Two Interview Rounds
Often only one chance to nail it
Shorter interviews than full-time hires (30 min)
Increasingly, internships are the pathway to full time
jobs
Need to be the best of the best -- stand out
Relationship building for 2nd-year closed lists,
invitation-only events, etc.
Why Ace the Interview?
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Brand companies are run by MARKETING!
To succeed in Brand Management you must
be able to market. There is no better way for a recruiter to
gauge your marketing prowess than in
your ability to MARKET YOURSELF!!
The Big Picture
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What Brand Companies Want
Results-Driven Performers
Strategic Thinking
Communication Skills
Judgment & Analytics
Leadership
Teamwork
Marketing Curiosity
A Good Fit
Know your strengths and have several good examples
Know the weaker points of your resume and expect the
interviewer to probe them
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Tell me about a time when you were dissatisfied with a
teams performance. What did you do about it?
In your last position, how did you define doing a good
job? Did you do a good job? How do you know?
Give an example of a successful job or project that
would not have been as successful if not for your
involvement. What did you do?
What are your 3 most important accomplishments?
Results-Driven Questions
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Tell me about a time when you led a group
through a difficult situation.
Describe the qualities of a good leader. Give an
example of how you demonstrate those qualities. Tell me about a time when you had to convince a
team member/peer to change his or her mind
about something. What did you do?
How would a group member describe you?
Tell me about a time you failedand
anotherwhat did you learn?
Leadership/TeamworkQuestions
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General Strategic Thinking/Intellectual Curiosity
In your last position, what did you do differently from yourpredecessors? Why?
What was your most creative contribution in your last job?
Strategic Brand Management
You have just been named Brand Manager for Imodium. Market share
has been steadily dropping. What should you do? What questions do
you ask?
New product Launch
You have been made the Brand Manager on Splendaand you need a
new product to drive the top-line -- where do you go? Risk Management
Identify a product/company that has made a huge strategic error. Why?
How can they fix it?
Strategic Thinking Questions
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Give an example of a time you identified a small problem
before it became a big one. How did you identify and correct
it?
Describe a time when you recommended a plan of action in
response to business/marketplace trends.
Is Super Bowl advertising a good spend?
Im the VP-Marketing and I just received incremental budget
funds; convince me Tylenol should get the money instead ofa new product.
Analytical Ability Questions
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What is your favorite TV commercial? Why? And
another? What about a bad one?
Tell me about a product you think is well-
marketed Whats your favorite new product?
Why do you buy what you buy?
Why are you interested in Brand Management?
Why are you interested in our Company?
Marketing Curiosity Questions
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What is your favorite card in the deck and
why?
If you could design a new vehicle, startingfrom scratch, what would it be like?
Assume you are a brand. Describe your
strengths and how you would position
yourself in the marketplace.
Creativity Questions TheWildcards
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Have fun, get excited, be yourself!
Remember Well-rounded is good Weave skill sets, work/non-work examples
Sell yourself. Be memorable. Take credit AND accountability(I
vs. We)
Show that great stuff happens when youre around and that youre
responsible for it
Remember your STARs, especially RESULTS
Interviewers want to know what youve made happen and how BE SPECIFIC
Do your homework & be prepared.
Know the job, company, & culture
Use Resources -- Co. reports, alumni, Internet, CRC, etc.
Know your key points (Big 3) & examples/drill-downs cold
PRACTICE!! PRACTICE!! PRACTICE!!
Interview Dos
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Dont ramble
Answer the question. Be succinct. Use STARs.
Dont B.S. if you dont have an answer.
Be conversational but not casual. Do not forgetyour audience.
Dont oversell or be untrue to yourself.
Dont lose your cool if something goes wrong. Dont forget about next year.
Interview Donts
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Interviews
1st round 1/262nd round 2/03
for more info contact Trisha Smith at [email protected]
Key Dates