Nestle Brand Boot Camp Workshop
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Transcript of Nestle Brand Boot Camp Workshop
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!