emesd module

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02-Dec-13 1 CV AND JOB INTERVIEW guru-emesd-module-6 1 CURRICULUM VITAE guru-emesd-module-6 2 CVs/Resume Brief communication of all relevant and important biographical information in sequence CV and application letter – their relationship CV to be written specifically in terms of job requirements guru-emesd-module-6 3 Categories of Information A CV contains Personal Details Education Knowledge Skill Other abilities Experience References Presentation of information to meet the requirements of the employer guru-emesd-module-6 4 CV Presentation Should work experience come first or qualification Should the information be in chronological order guru-emesd-module-6 5 The Sequence Heading Objective Education Work Experience Awards & Honours Activities References guru-emesd-module-6 6

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Page 1: Emesd Module

02-Dec-13

1

CV AND

JOB INTERVIEW

guru-emesd-module-6 1

CURRICULUM VITAE

guru-emesd-module-6 2

CVs/Resume

• Brief communication of all relevant and important biographical information in sequence

• CV and application letter – their relationship

• CV to be written specifically in terms of job requirements

guru-emesd-module-6 3

Categories of Information • A CV contains

– Personal Details

– Education

• Knowledge

• Skill

• Other abilities

– Experience

– References

• Presentation of information to meet the requirements of the employer

guru-emesd-module-6 4

CV Presentation

• Should work experience come first or qualification

• Should the information be in chronological order

guru-emesd-module-6 5

The Sequence • Heading

• Objective

• Education

• Work Experience

• Awards & Honours

• Activities

• References

guru-emesd-module-6 6

Page 2: Emesd Module

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2

Heading

• Name

• Address

• E mail

• Tele Number/Fax

guru-emesd-module-6 7

Objective • Clear objective – Specific, Achievable and

Realistic

• No vague statement

– I am anxious to join a challenging position in a renowned organisation where I can prove my ability”

• Employer wants to know your practical objective and not your ambitions

guru-emesd-module-6 8

VAGUE OBJECTIVE EFFECTIVE OBJECTIVE

A position that offers both challenge And opportunity for growth

To obtain a junior management level position in a marketing /finance organisation which gainfully uses my training

A challenging career in the field of even management which offers growth and advancement opportunities

A position as an event manager for cultural and social programmes that incorporates my fluency both in English and Hindi

A responsible position that lets me use my education and experience and provides opportunities for increased responsibilities

A Sales position in middle management level in a medium sized marketing company

guru-emesd-module-6 9

Avoid negative statement

• For example your ability can be mentioned under the objective as “willing to travel”

• If you do not want to travel do not mention that you do not want a travelling job unless it is very essential

guru-emesd-module-6 10

Education/Qualifications

• Unless work experience is extensive, fairly high level and directly related to your objective, your education is a stronger qualification than your work experience and should therefore come first.

• Begin with your most recent degree to school leaving certificate.

• List the title of degree, name of school /college/ university, specialization or majors with GPA

guru-emesd-module-6 11

Work Experience

• Chronological with most recent job first and work backwards.

• If you are well experienced in varied field, it can be made functional

• Specially describe those responsibilities which gave you practical experience that is related to career you want to pursue.

• Mention duration and work experience, exact dates are not required

guru-emesd-module-6 12

Page 3: Emesd Module

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3

Remember • Employer is not interested in reading just a record of

your responsibilities

• The employer wants to know how you performed in different positions and academics

• Use Action / achievement oriented words so that description of responsibilities become forceful

• Example: Accomplished, Achieved, Budgeted, controlled, developed, increased, marketed, negotiated, supervised, trained etc

• I worked as Asst Marketing Manger in “Tender Feet”, a baby food company- Not an effective statement As AMM in “Tender Feet”, I increased the market share by 5% in a year in Ludhiana Region - Effective

guru-emesd-module-6 13

Awards and Honours • Mention

– Scholarships received

– Prizes awards won in colleges and Schools (preferably 10th and above)

– Professional Prizes

• Try to establish track record, to show that you are a meritorious student throughout.

guru-emesd-module-6 14

Activities

• Highlight your role or position as president, secretary, coordinator of College cultural committee, sports committee, Mess committee etc and what you have achieved in that.

• Write about your hobbies-playing guitar, tennis, cricket etc

• Unique skills – Knowledge of French, German, classical kathak dancer etc

guru-emesd-module-6 15

References

• Give two or three references

• Name, business address and telephone numbers

• Preferable to mention to them when you give their names as reference

• You can also mention “ References on request”

guru-emesd-module-6 16

Dos and Don’ts in making CVs • Dos

– Indicate specific job objective

– Highlight accomplishments

– Emphasise any education/training/ experience related to your job objective

– Give details of your professional activities supportive of your career objective

guru-emesd-module-6 17

Dos and Don’ts in making CVs • Don’ts

– Do not use uncommon CV format/coloured paper

– Do not mention salary you expect unless called for

– Do not leave any gap in your experience

– Do not give reasons for changing your earlier jobs

– Do not send a hand written resume

– Do not give family details that is not relevant to job

– Do not be too brief or too lengthy

guru-emesd-module-6 18

Page 4: Emesd Module

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4

EXAMPLE OF A RESUME

Sample SriSIIM

guru-emesd-module-6 19

APPLICATION LETTER

guru-emesd-module-6 20

Why Application letter? • It is a cover letter, that covers major points of

your resume

• It is like a sales letter: to gain attention and interest and ask for action

• Shows your communication skills

• It functions as an interview request

• It is of crucial importance and to be written skillfully

• It should be no longer than one page

guru-emesd-module-6 21

Format

• Address and Salutation

– Preferably address to the individual than organisation

• First Paragraph

– References if any

– Mention the position/job you are applying

– State reasons for your interest to work in that particular company

guru-emesd-module-6 22

Format • Second Paragraph

– Explain why you are qualified for that job, do not repeat what you have written in resume

– Mention briefly of your education & experience, extra curricular activities, leadership abilities

– Any important project work achievement

• Third Paragraph

– Suggest you would like to come for an interview at employer’s convenience

guru-emesd-module-6 23

Remember

• Purpose of letter is to make the prospective employer decide to meet you

• You are selling those of your merits that are needed by him

• Important principles of writing

– Coherence, Concreteness, Simplicity, Sincerity, convention

guru-emesd-module-6 24

Page 5: Emesd Module

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5

Don’ts in writing cover letter • Don’t use your present employer’s stationery

• Don’t ask for favour

• Don’t write too many ‘I’, ‘me’, ‘my’

• Don’t sound casual

• Don’t boast about yourself

• Don’t criticize your present employer

• Don’t repeat resume information

• Don’t say qualified for the job, instead give evidence

guru-emesd-module-6 25

EXAMPLE OF AN APPLICATION LETTER

guru-emesd-module-6 26

Example Abhinav Choudhary

6/102, East End Apartments,

Mayur Vihar Phase I,

Delhi – 1100096.

Aug 30, 2007

Shri Lalit Monga

Director, Sales & Marketing

LG Electronics India Pvt Ltd

Surjpur-Kasna Road

Greater Noida (UP)

guru-emesd-module-6 27

Example Dear Shri Lalit Monga,

Please consider me as a candidate for the position of Assistant

Marketing Manager, advertised in ToI, 25 Aug 2007. The position

is specially attractive to me for I know that LG offers a wide

variety of house hold durables for which my education and

work experience have prepared me.

As my resume shows, I received my MBA, with major in Marketing,

from SMU, last year. During my summer term and end term I have

performed various duties in the marketing department of Samsung

including consumer research work for new products.

In May 2006, I joined Samsung as a Management trainee. guru-emesd-module-6 28

Example While at Samsung, I gained a lot of experience in marketing/

Research and product designing under excellent supervision.

I am hard working person who enjoys the challenges of

marketing. I love travelling. Enclosed is my resume for your

consideration. I do hope I shall have an opportunity of an

interview for the position of Assistant Manager Marketing at LG

Electronics India Pvt Ltd.

Yours truly,

Abhinav Choudhary

Enclosure: Resume

guru-emesd-module-6 29

PERSONAL INTERVIEW

guru-emesd-module-6 30

Page 6: Emesd Module

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What is an Interview

• Formal meeting to evaluate a person

• Reveals views, ideas, attitudes and skills of the person being interviewed

• Calls for your skills of oral and non verbal communication

guru-emesd-module-6 31

Types of Interview • Panel Interview

– Body language and eye contact

– Impression of speaking to all members

• Telephone Interview

– Proper modulation of voice

– Keep your voice clear, steady and audible

– Consider it as face to face interview

• Lunch and Dinner Interview

– Body language and manners

– Do not order liquor

guru-emesd-module-6 32

Types of Interview • Academic Interview

– Q & A environment

– Demonstrate skills of attentive listening, eye contact, clarity of ideas and depth of knowledge

• Personality Interview

– Evaluates response to situations

– How is important than what you answer

• Case Interview

– Focus: Analysis, issue/problem identification, how you address these problems/issues

– Generally adopted by consulting and investment companies

• Job Interview

– Academic + Case + Personality Interviews

guru-emesd-module-6 33

Job Interview

• Employer does not look for a set of ready made answers to volley of questions

• Answers do count

• Remember an Employer wants

– A competent well informed person

– A motivated performer

– A person who respects the value system

– A person with well rounded personality

guru-emesd-module-6 34

What does a Job Interview assesses

• Clarity

– On academic subjects, career objective, career in management, life’s goals, national /global issues, environment

• Depth

– Of Knowledge and understanding across a wide range of subjects and issues

Clarity and depth together indicate your

academic excellence

guru-emesd-module-6 35

What does a Job Interview assesses

• Self awareness

– Sense of personal strengths/weakness

• Personality

– Your self awareness, have you reflected on your reactions

• General awareness

– About current issues on national and international concerns

• Application of concepts to real-life problems

– How far you have on your own moved beyond your class room learning

guru-emesd-module-6 36

Page 7: Emesd Module

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7

Your Success “ Your success in interview depends solely

on you; on how well you have prepared

your self for an interview”

What Organisations look for

• Specific personality traits : motivated,

mature, ambitious, trustworthy

• Competence and realistic job expectations guru-emesd-module-6 37

A practical step to equip yourself

• Know your self

• Improve your competence – K + S + A

• Improve your communication skills

• Know the Industry – Internet & literature

• Know the Company – Internet & literature

• Know your job profile

guru-emesd-module-6 38

Know yourself

• Know your achievements

• Know your strengths

• What do I plan to do five years hence?

• Be clear about your goals

• Be realistic about your self

• Be clear what motivates you

• Make list of your accomplishments

guru-emesd-module-6 39

Can you tell us something about yourself?

• Identify your skills- what you can do well

• Express what you value- things that are important to you and influence your behaviour

• Be clear what motivates you- what you are looking for: status, power, security, rewards, creativity, autonomy

• Describe your personality- your behaviour and mental characteristics

guru-emesd-module-6 40

Improve your competence • Revise relevant subject knowledge

• Understand the application of theory

• Go in to depth; surface level knowledge won’t help

• If you do not know the answer

– Think and answer

– Own it

– Educated guess

guru-emesd-module-6 41

Motivation • Employers wish to evaluate your level of

interest in doing a job

• They want to understand how strongly you feel within yourself to move towards the fulfillment of your goal

• They may deliberately put you in a state of stress

• They will assess you by presenting situations

guru-emesd-module-6 42

Page 8: Emesd Module

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Communication Skills • Improve your Language

– Fluency

– Vocabulary

– Grammar

• Keep practicing with your peers

guru-emesd-module-6 43

Know the Company

• Collect information about company

– Published materials

– Internet

– Alumni working in that company

• Company’s business, CEO, product range, salient product features, product position, competitors, latest news about the company etc

guru-emesd-module-6 44

Know your job profile • Consider the job based on your professional

goals and ambition

• Consider the opportunities for growth and acquiring better experience and brand

• Do not consider just by Salary and designation

guru-emesd-module-6 45

BEFORE THE INTERVIEW

46

Before the Interview: Basics • Do a honest appraisal(worth) of yourself and your expectations

• Get feedback from people who know you well and are frank to share their opinion

• Do your homework

– Research the industry, company and the job #

– Understand the job description

– Find out the kind of interview

– Find out who will interview

• Practice in front of mirror / friends

• Make sure you are well prepared for domain questions

• Choose clothing properly to dress-up in business formal and get them pressed and ready

Placement Coordinator

47

Before the Interview: Research the Company • What to look for?

– Company’s vision, mission, goals, values and culture & your fitness with that

– Current and future trends in that industry

– What appears most important in the web page is the most important to the company

– Company’s history, how long, primary business and units

– Products and Services – Stars and Cash Cows

– Key partners and Customers

– Principal Competitors- their products / services

– How your skills help the company or where do you fit?

• Where to look?

– Company’s /Industry’s Web page

– Newspaper, Magazines 48

Page 9: Emesd Module

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On the day of Interview • Cope with Anxiety

– Be well prepared with company research

– Sleep well on the preceding day

– Reach the place 15 mins early

– Focus your energy on positive thinking

– Empty your bladder just before interview

– If dry mouth have water

– Relax and listen to music

• Dress-up in business formal

• Turn off cell phone

• Do not smoke cigarette before interview

…… contd

49

On the day of Interview • Carry a folder containing resume, photos, white A4 sheets, pen,

call letter if any- carry them on left hand so to free right hand for handshake

• Watch your conduct and behaviour from the moment you enter the company premises

• Be nice to the receptionist – you never know your interviewer may on the lobby or on the elevator when you move around

• Be observant – notice

– Signs on the wall

– Posted articles

– Company information on the coffee table

……. Contd

50

On the day of Interview • First impressions are important- the interviewer will make a

snap judgment about you in the first few seconds – do not slouch

– Greet, stand and wait for interviewer to extend hand first

– Use firm handshake and smile

– Sit when you are offered a seat

– Do not place anything on the interviewer’s seat

– Always maintain I contact while answering

– Sit properly – do not sit on the edge or do not relax more than what is to be – do not cross your legs/ hands

– Slightly lean forward

– Keep a smiling face

– Avoid fidgeting, restless movements, biting nails etc

– Do not play with your hair, pen or anything else

……. Contd 51

On the day of Interview • Listen carefully the question, focus on the question, be specific

and do not beat around the bush

• Do not interrupt the interviewer

• Take a moment if the question is complex, ask clarifications if not understood

• Talk at comfortable speed – do not speak fast

• Be truthful and sincere in your answer

• Watch your language – no slang

• May use hand gestures- but do not overdo

• Do not give long answers – be crisp – Use KISS principle

52

On your way out of Interview • Thank the interviewer for the opportunity and time

• You may ask any clarification questions if need be

• You may ask when you are likely to receive the response/ result

• Greet before leaving the room – hand shake if extended

• Do not rush out of the room

Follow up of Interview • May thank the HR/ Interviewer through mail

• May also request for the results of the interview

53

TWENTY FIVE POPULAR

JOB INTERVIEW QUESTIONS

54

Page 10: Emesd Module

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1. Tell me something about yourself

2. What are your important strengths?

3. What are your weaknesses?

4. Why do you want to join our company?

5. Why should I hire you?

6. What is the one most important thing you learnt during this PGDM programme? 7. Which one you consider as your most important achievement during your PGDM programme?

25 Popular Job Interview Questions

8. Where do you see yourself five years from now?

9. What are your outside interests? 55

10. What do you know about our company? 11. How do you solve problems? 12. How do you take decisions? 13. Looking back what would you differently? 14. Can you narrate about some big mistake you made and what lessons did you learn? 15. Give an instant where you had shown leadership skills, creativity, analytic skills…?

56

1. Tell me something about yourself • Interviewer ask this question for:

– To check your communication skills

– To learn more about you other than what is in the resume

• What points can be covered:

– Well I have a right mix of interpersonal skills and job related functional skills ……….

– I have been living in Delhi and I enjoy visiting places in and around Delhi and it is a learning experience…….

– I enjoy to be with my family and friends ……….

– I am a lover of performing art and attend to music, dance concerts ………

– I am fond of team games, this helps me in working together…..

– I am a person with sense of urgency …….

57

1. Tell me something about yourself • The points you cover cannot be in piecemeal, a

cogent story to be developed and rehearsed

• Make sure that you present with emotions rather than repeating a memorised answer

• Ultimately your story has to have a connection where in some of your abilities are brought out which the company would be looking for the job profile for which you are being interviewed

58

2. What are your important strengths? • This question is related to your key skills

• The answer should bring out that you possess skills that meet the interviewers wants and needs

• Should have some strengths and corresponding examples from your achievements which have been recent

• The answer should be molded depending on the requirements of the job

• You have to prepare well and rehearse, so that you are able to recite when you were asked to wake up in the midnight and asked to answer the question

59

2. What are your important strengths? • A proven track record as an achiever... Intelligence ...

management "savvy."

• Honesty ... integrity ... a decent human being.

• Good fit with corporate culture...someone to feel comfortable with...a team player who meshes well with interviewer's team.

• Likeability ... positive attitude ... sense of humor.

• Good communications skills.

• Dedication ... willingness to walk the extra mile to achieve excellence.

• Definiteness of purpose . clear goals.

• Enthusiasm... high level of motivation.

• Confident .... 60

Page 11: Emesd Module

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3. What are your weaknesses? • Disguise strength as a weakness. This is generally

tried by many candidates and a seasoned interviewer can make out

• You may give something genuine, but does not affect in performing the job role- For example- Let's say you're applying for a sales position: "If given a choice, I like to spend as much time as possible in front of prospects selling, as opposed to shuffling paperwork back at the office. Of course, I long ago learned the importance of filing paperwork properly and I do it conscientiously. But what I really love to do is sell."

61

4. Why do you want to join our company? • You have to do a homework about the

company, do some research

• How does that job role offered by the company meets your aspirations and goals

• Think about two or three important things about the job role and develop on how these meet your requirements- these could be functional roles, values, culture oriented, brand of the company

• Do not develop an answer based on salary

62

5. Why should I hire you? • A good answer should revolve around the employer’s

needs and desires.

• Walk through each of the position's requirements as you understand them, and follow each with a reason why you meet that requirement so well

• Answer could be in the form- As I understand, you are in need of a person …….. I have ………give the knowledge, skills and attributes you posses and give evidence to it

• Make sure that the answer is not lengthy

63

6. What is the one most important thing you learnt during this PGDM programme? • The answer should revolve around some skill relevant

to job position

• Do not say such as hard work, discipline, punctuality – understand the difference between traits and skills

• Even if you wish to highlight a trait let it something which has a good bearing in performing the job

• You may say “to do plan” – in managing different tasks such as studies, presentations, assignments, case studies, projects when time was a constraint

• Remember interviewer will have a follow up question- How did you learn this? So explain in details

64

7. Which one you consider as your most important achievement during your PGDM programme? • Interviewer wants to know “what is achievement to

you”, Indirectly wish to know your definition of “Achievements”

• Your answer must bring out how challenging the task was, how aggressively you pursued and that led to results. Realisation of a worthy goal

• It must also bring out the application of managerial skills, bring out the barriers/difficulties you overcame

• It may also bring out your work towards long range goals, Are you goal oriented? Do you feel achievements are moving towards the goal?

• Develop a small cogent story and keep it ready with you

65

8. Where do you see yourself five years from now? • They may try to find out your level of ambition, are you

realistic in your ambition

• Will you making a long term commitment with the company

• Do you have any purpose of life, long term goals

66

Page 12: Emesd Module

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12

9. What are your outside interests? • Do you have a balanced life style, a well-

rounded personality or couch potato or an extreme sports lover or too much of extra curricular load

• Avoid religious and political activities

• Be ready for a follow up question

• If you know the culture of the company, accordingly you may prepare and mould your answer

67

10. What do you know about our company? • Interviewer wants to know how much research about

the company you have done?

• Interviewer also interested to know how you gather information, sift, organise and present cogently

• Able to explain the business model

• What is their USP? Or Strength

• Who are their competitors? Challenges faced by the company

• Range of products and services, may be advertisements

• Company’s place in the market

• Its mission, culture, financial position 68

11. How do you solve problems? • Cover the process (Practice examples)

– Identify the specific problem

– Review the likely causes

– Break the problem down to manageable parts

– Gather information needed to identify problem solving options

– Get input from others if need be

– Choose a solution

– Make an action plan to implement

– Seek the feed about the success of the process

Remember problem solving has two parts. First part is solving

and the Second part is to make sure the problem does not

arise again. Articulate your answer with this remark and

explain the process cogently instead of just stating the points 69

12. How do you take decisions? • Cover the decision making process (Practice examples)

– Defining and clarifying the issue

– Find does it warrant action? If so how

– Is matter urgent , important or both

– Gather all facts

– Think about, brainstorm-options & solutions

– Consider pros and cons of options

– Consult others if need be

– Explain the decision

– Follow-up

Cogently explain, rather than telling point1, 2 ….etc,

Articulate it well

70

13. Looking back what would you differently? • This question is usually asked to uncover any life

influencing mistakes; regrets, disappointments or problems that may continue to affect your personality and performance

• You do not want to give the interviewer anything negative to remember you by

• "It's been a good life, rich in learning and experience, and the best is yet to come. Every experience in life is a lesson in its own way. I wouldn't change most of my things, the way I do, like to be more thorough in what ever I do, for which I am consciously attempting every time”

71

14. Can you narrate about some big mistake you made and what lessons did you learn? • Pause for reflection, as if the question never occurred

to you. Then say, "You know, I really can't think of anything to that extent"

• But I do remember an incident in my life, then narrate an incident which may not bring out a severe criticism on you.

• After narrating the incident do say I mentally review the day's events and see what I should avoid in future and things that do need more follow-up

• Example: Jumping a red light at a xing

72

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Behavioral Questions • How you behave in a situation ?

• Situations may be to test your

– Adaptability

– Building relationship

– Decision making

– Flexibility

– Initiative

• Example:

– Discuss an important decision you have made regarding a task at SriSIIM. What factors influenced your decision? 73

Behavioral Questions • Answering Technique

Three Steps process

The Situation or Task you were in

Action that you took

Result of that action

Five Step Process

Situation

Hindrances

Actions

Results

Evaluation 74

Behavioral Questions • Example:

– Describe a situation where you have had to deal with a difficult person.

75

Behavioral Questions • Answering Technique

– “I was transferred to a new project at my previous company to replace a beloved member of the team. My new team leader exhibited hostility towards me and I found myself left out of vital communications and meetings. After a few weeks, I was able to talk her into a one on one meeting. When laid out all of the key objectives for the team, the previous employees role in meeting those objectives, and then discussed goals that I could set to make sure I was able to serve as a quality replacement. In our discussion, we also identified a few underlying issues with management that she had been carrying around with her. In uncovering all of these sentiments, she was able to clearly define her situation and achieve an understanding with her supervisors. In the end, the entire team morale improved, I was able to exceed my goals and the company itself became more profitable from our teams increased performance.”

S or T

A

R

76

15. Give an instant where you had shown leadership skills, creativity, analytic skills…? • This question aimed at to understand you on:

– Do you really know what the managerial skill is all about

– Can you cogently describe the incident and bring out the skill in you

• You have to prepare based on incidents, realistic related to activities in the college, institute, social event, may be previous job etc

77

16. Are you willing to relocate yourself or travel? 17. Can you work under pressure and how do you justify your answer? 18. What was the toughest challenge you have ever faced? 19. What are your goals in life? 20. Can you sell this pen .. stapler… pencil …. etc (any object on the table)?

25 Popular Job Interview Questions

21. How do you define achievement or success or failure etc? 22. Tell us how can you contribute to our company? 23. What do you feel you need to improve upon? 24. What kind of job role you are looking for? 25. Which advertisement of our company you remember?

78

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LEARNING FROM KELLER’S MODEL OF BRAND EQUITY

79

Building a Brand • To build a strong brand, you have to build the right

type of experiences around your brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about it.

• When you have strong brand equity, your customers will buy more from you, they'll recommend you to other people, they're more loyal, and you're less likely to lose them to competitors.

80

Keller’s Brand Equity Model

Resonance

Judgments Feelings

Performance Imagery

Salience 1. Identify: Who you are

2. Meaning: What you are

3. Response: What about you

4. Relationships: What about you & me

A Four Steps, Six Blocks Pyramid Model

81

Brand Identity- Who you are? • First step is to create brand awareness- For brand to stand out,

customers need to aware of it

• Brand perceptions need to be correct during the key stages of buying process

• You need to have a thorough understanding of how customers see your brand

• Different segment of customers may have different relationship with your brand

– How they wish to choose yours over the competitors?

– What decision making process they do while choosing yours?

– How they classify/ perceive your product/brand?

– How well your brand stands out when they do above processes? Do customers understand your USP?

• Perceptual gaps? – Yours and theirs- Identify actions for that

82

Brand Meaning- What are you? • Second step is what your brand stands for or what your brand

means? – you have to communicate

• Two building blocks of this step is ‘Performance’ and ‘Imagery’

• "Performance" defines how well your product meets your customers' needs. Performance would include product reliability, durability, and serviceability; service effectiveness, efficiency, and empathy; style and design; and price.

• "Imagery" refers to how well your brand meets your customers' needs on a social and psychological level. Your brand can meet these needs directly, from a customer's own experiences with a product; or indirectly, with targeted marketing, or with word of mouth.

• Eg: Tata, ITC

• To identify needs one may use ‘Kano Model Analysis’

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Brand Response- What customers think or feel about you? • In step 3 the two building blocks are ‘Judgments’ and ‘Feelings’

• What judgments customers make about your brand?

• It may be on actual/ perceived quality, may judge the credibility- using criteria such as expertise, innovation, trustworthiness and likability, may judge how it meets their unique needs, may judge how superior over other brands

• Next is how your brand / product make the customers feel about themselves – emotional response

• It may include any positive feelings such as – warmth, fun, excitement, security, social approval, and self-respect.

• So What you do?

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Brand Response- What customers think or feel about you? • Consider the following questions carefully in relation to these:

– What can you do to improve the actual and perceived quality of your product or brand?

– How can you enhance your brand's credibility?

– How well does your marketing strategy communicate your brand's relevancy to people's needs?

– How does your product or brand compare with those of your competitors?

• Next, think carefully about the brand feelings: Which, if any, of these feelings does your current marketing strategy focus on? What can you do to enhance these feelings for your customers?

• Identify actions that you need to take as a result of asking these questions.

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Brand Resonance – How much of a connection would a customer like to have with you? • Step 4 is at the top of the pyramid – Difficult but desirable level to

achieve

• Brand resonance is achieved when customers feel a deep, psychological bond with your brand.

• Resonance may be categorised as:

– Behavioral loyalty: Regular & repeated purchases

– Attitudinal attachment: Love for the brand – purchase other products

– Sense of community: Association with other consumers

– Active engagement: Customers are actively engaged with your brand, even when they are not purchasing it or consuming it. Could include joining a club related to the brand; participating in online chats, following your brand on social media; or taking part in other, outside activities.

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RE-VISITING THE MODEL TO DISCUSS

YOU AS A PRODUCT AND FOR CREATING YOUR BRAND

IN ORGANISATIONS

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Keller’s Brand Equity Model

Resonance

Judgments Feelings

Performance Imagery

Salience 1. Identify: Who you are

2. Meaning: What you are

3. Response: What about you

4. Relationships: What about you & me

A Four Steps, Six Blocks Pyramid Model

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CTC and MEP

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Cost To the Company (CTC) • Basic Pay

• Special Pay

• HRA

• Conveyance

• Telephone Expenses

• Meals/Meals Coupon

• LTA/LTC

• Uniform

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• Med Insurance/ reimbursement

• Annual Gifts

• Annual Bonus

• Individual performance linked bonus

• PF

• Gratuity

Check Carry home pay (MEP) besides CTC per annum

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Maximum Earning Potential(MEP)

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Indian Placement Reporting Standards (IPRS) • The Need

• Initiative by IIMA- Introduced in 2011

• Audited by CRISIL

• Similar to system already vogue in US

• IPRS ver 2.0 document is available

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What is your part to succeed in Job Interview • Every one of us has Ambition or Aspiration

• What is “Ambition” or “Aspiration”

• No “Cherished Desire” can get fulfilled without plans, acts and implementation

• Desire can take you towards Goal provided

– You possess capability

– You perform well

– Work to achieve

– You have motivation & inner drive towards goal

• Time to time do SWOT Analysis and Upgrade

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Arrive on time or few minutes earlier Walk in the room confidently and greet the interviewer Wait till you are offered a seat Be polite, sit straight on the seat, look alert and interested at all times Maintain an eye contact with the interviewer Keep a copy of your CV in front of you so that you can explain the projects you have undertaken and you are right at all times Before interview always get the full detail about the company, products, services and the position you have applied for Listen to the questions carefully and try to answer to the point.

What is your part to succeed in Job Interview

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If you are unable to understand the question, ask the interviewer to repeat it and request for related information. answer the questions truthfully. Switch off your mobile / pager Don't put your folder on the interviewers table, keep it on your table Don't lie under any circumstances and don't give wrong impression Don't interrupt the interviewer Don't give long answers, stories to go off the topic you are discussing Never show or express unwillingness to be interviewed

What is your part to succeed in Job Interview

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After completing the interview process if the interviewer asks if you have any questions? Clarify any issues related to company's background, place of work if hired starting date and timings. Always be positive

What is your part to succeed in Job Interview

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The Final Advice • Carry out a SWOT analysis of yourself before

you offer yourself in the job market

• Reduce your weaknesses and increase your strengths

• Automatically your opportunities will increase and threats will reduce

For Success there is a

simple three steps formula

DO YOU WANT ME TO GIVE THIS MAGIC FORMULA? guru-emesd-module-6 97

Three Steps Formula

PREPARE

PREPARE

PREPARE

There is no other alternative to this guru-emesd-module-6 98

CONCLUSION

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Thank You for

Your patience listening

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