mcneil interview tips jan2006.ppt

8/14/2019 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

mcneil interview tips jan2006.ppt

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