How to Ace Your Marketing Interviews

A Presentation for Kellogg First-Year

MBA Candidates
January 4, 2006

Todays Agenda
Who Why

Are We? Brand Management? Do Brand Companies Look For?

What

Sample

Questions
Dos & Donts

Interview Key

Dates

Who is McNeil?

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

McNeil 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 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 upside opportunities and development of pricing, distribution and product strategies to drive distribution and sales in these underdeveloped markets.

Why Brand Management?

Run your own business!

Early P&L Responsibility Act as General Manager

Inherently cross-functional
Its all the fun stuff!
Advertising Public relations

Consumer & Trade promotions

Packaging New product development Relationship marketing

e-marketing
Multicultural marketing Event sponsorship Budgeting & Forecasting

Why Ace the Interview?

Easy Real

Answer: TO GET A JOB! 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.

7

The Big Picture

Brand

companies are run by MARKETING!

To

succeed in Brand Management you must be able to market.

is no better way for a recruiter to gauge your marketing prowess than in your ability to MARKET YOURSELF!!

There

What Brand Companies Want

Results-Driven Performers

Leadership

Strategic Thinking
Communication Skills

Teamwork
Marketing Curiosity

Judgment & Analytics

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
9

Results-Driven Questions

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?

10

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 failedand anotherwhat did you learn?
11

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 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 Splenda 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?

12

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? Im the VP-Marketing and I just received incremental budget funds; convince me Tylenol should get the money instead of a new product.

13

Marketing Curiosity Questions

What is your favorite TV commercial? Why? And another? What about a bad one? Tell me about a product you think is wellmarketed 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?

14

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.

15

Interview Dos

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!!

16

Interview Donts

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 forget your audience. Dont oversell or be untrue to yourself. Dont lose your cool if something goes wrong. Dont forget about next year.

17

Key Dates
Interviews
1st

round round

1/26 2/03

2nd

for more info contact Trisha Smith at tsmit13@mccus.jnj.com

18