Nestle Brand Boot Camp Workshop

Nestlé USA Locations & Divisions

Glendale, CABeverageConfections & SnacksEmerging Markets

Oakland, CANestlé Dreyer’s Ice

Cream

Northbrook, ILPizza

Solon, OHPrepared Foods & Baking

Interview Workshop

What Are Companies Looking For?

1. Strategic Thinking/ Analytical/Problem Solving Skills

2. Communication

3. Consumer Empathy/ Insight

4. Entrepreneurial Mindset

5. Corporate Social Responsibility

6. Ethical Decision Making

BE READY TO DEMONSTRATE THESE TRAITS

THROUGH YOUR EXPERIENCES

7. Marketing Curiosity

8. Self Starter

9. Team Player

10.Impactful

11.Leadership Ability

12.Learning Agility

13.Vision

14.External Marketplace

Interview Basics• Tell a story• Show interest in the company & their brands: do the research• Demonstrate your passion for marketing & consumer goods• Be prepared to field marketing and analytical questions• Demonstrate a logical thought process• Have a “skills inventory” based on your past experiences• Make sure your answers are authentic, not rehearsed• Be confident• An interview lasts from the time you say hello to the time you say good bye

• PRACTICE, PRACTICE, PRACTICE

Three Types of Questions…

Know Yourself Motivations, background, education, Fit1

Behavioral-BasedPast predicts the Future2

Case BasedProblem-solving/thought process3

Use Marketing Frameworks

CAR Method

ChallengeActionResult

Types of Case-Based Questions1. New Product Launch2. Declining Sales3. Pricing4. Defending Against a New Competitor5. Private Label Competition6. Evaluating Creative7. Creativity/Marketing Knowledge

Interviewer is trying to understand…• Approach to problem-solving• Strategic thinking/analytical skills• Do you know the right questions to ask• On-the-spot thinking• General business and marketing knowledge• Consumer insight knowledge• Preparation

Case-Based Marketing Frame-works

Source: Case-Based Question Examples from the “Clorox Guide”

Marketing Frameworks

ConsumerCompetition

CompanyCustomerCategory

SegmentationTargeting

Positioning

PricingPromotion

ProductPlace

*Leverage Career Centers and resources from your Marketing Club

3 or 5 C’s S.T.P. 4 P’s

Wrapping Up The Interview

Have thoughtful, relevant questions

Current events inside/outside the company and the impact of those events

Pay attention to the interviewer and ask questions about their experience, background, etc.

Resources

Marketing blogs: • www.marketingvox.com• www.adrants.com

Harvard Business School Working Knowledge: http://hbswk.hbs.edu/

Brand Research• TV Commercials• Digital/Print Ads• Outdoor Billboards• Retail: Grocery, Convenience,

Drug, Dollar, Club, and Mass

Resources for Company InfoNestlé USA Website www.Nestléusa.com

Nestlé Ads

Talk to Current Employees• Future Nestlé Events

Store VisitsVisit stores and check out products in their “natural habitat:” on shelf!