McNeil_Kellogg 1st Yr wrkshp 2005

Slide 1: 

How to Ace YourMarketing Interviews A Presentation for Kellogg First-Year MBA Candidates January 6, 2005

Today’s Agenda : 

Who Are We? Why Brand Management? The Interview Process What Do Brand Companies Look For? Tough Questions, Great Answers Interview Do’s & Don’ts Key Dates Today’s Agenda

Slide 3: 

Who is McNeil?

Outstanding companies – leading the OTC market with $2 billion in annual sales : 

Outstanding companies – leading the OTC market with $2 billion in annual sales

The brands you know… because they make a difference : 

The brands you know… because they make a difference

The brands you know… because they make a difference : 

The brands you know… because they make a difference

The brands you know… because they make a difference : 

The brands you know… because they make a difference

Important members of the Johnson & Johnson Family of Companies : 

Important members of the Johnson & Johnson Family of Companies “Best corporate reputation in America” – The Wall Street Journal Three business segments: Consumer Pharmaceutical Medical Devices & Diagnostics Exceptional stability and steady growth Double-digit earnings increases for 19 consecutive years Rated #1 by Chief Executive magazine for leadership development

The culture of empowerment : 

An entrepreneurial atmosphere, with the feel of a small company Teamwork and collaboration In-depth intern training and social program Substantive projects and responsibility with real impact on the bottom line The culture of empowerment small-company environment… …big-company impact Resources and impact of a global business leader World-class leadership development Education/Training opportunities Long-term career opportunities at J&J

Intern Projects : 

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 rationale and strategy for pursuing Caregivers as a new market for McNeil Help Pepcid win in Alternative Channels through identification of upside opportunities and development of pricing, distribution and product strategies to drive distribution and sales in these underdeveloped markets. Intern Projects

Why Brand Management? : 

Run your own business! Early P&L Responsibility Act as General Manager Inherently cross-functional It’s 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?

Why Ace the Interview? : 

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?

The Big Picture : 

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

What Brand Companies Want : 

What Brand Companies Want Results-Driven Performers Strategic Thinking Communication Skills Analytical Abilities 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

Results-Driven Questions : 

Tell me about a time when you were dissatisfied with a team’s 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

Leadership/Teamwork Questions : 

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 failed…and another…what did you learn? Leadership/Teamwork Questions

Strategic Thinking Questions : 

General Strategic Thinking/Intellectual Curiosity In your last position, what did you do differently from your predecessors? Why? What was your most creative contribution in your last job? Strategic Brand Management You have just been named Brand Manager for ABC Product. Market share has been steadily dropping. What should you do? New product Launch You are the Brand Manager on Johnson’s Baby Shampoo, and 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

Analytical Ability Questions : 

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? I’m the VP-Marketing, and I just received incremental budget funds; convince me your established Brand should get the money instead of a new product. Analytical Ability Questions

Marketing Curiosity Questions : 

What is your favorite TV commercial? Why? Tell me about a product you think is well-marketed What’s 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

Creativity Questions – The Wildcards : 

What is your favorite card in the deck and why? If you could design a new vehicle, starting from 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 – The Wildcards

Interview Do’s : 

Have fun, get excited, be yourself! Remember “Well-rounded is good” Weave skill sets, work/non-work examples Sell yourself. Be memorable. Show that great stuff happens when you’re around Remember your STARs, especially RESULTS Interviewers want to know what you’ve made happen and how 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! Interview Do’s

Interview Don’ts : 

Don’t ramble Answer the question. Be succinct. Use STARs. Don’t B.S. if you don’t have an answer. Don’t “oversell” or be untrue to yourself. Don’t lose your cool if something goes “wrong”. Don’t forget about next year. Interview Don’ts

Key Dates : 

Open List Bid Deadline 1/12 Interviews 1st round 2/02 2nd round 2/07 for more info contact Trisha Smith at tsmit13@mccus.jnj.com Key Dates