Brand marketing sales presentation

Confidential & for private circulation only
About Me
¨  P&G, Based out of Singapore handling Gillette Disposables as
ABM across 7 countries
¨  LAVA Mobiles, Brand Manager
¨  Religare Wellness, Merchandising Head (FMCG)
¨  NPCIL, Executive Engineer, based out of Mumbai

Agenda
¨  What to expect in a Marketing role
¨  Some of my experiences
¨  Case Interview preparation frameworks with examples
¨  Industry discussion (FMCG & Retail)
¨  Questions expected in Interview
¨  Skills Expected by Employers

Marketing Role

¨  Marketing requires a lot of application of frameworks
¨  Frameworks required to develop strategic thinking
¨  Interpersonal skills very important
¨  You have to get work done from people who do not
report to you
Marketing Role

Typical Role
¨  Inbound role
¤  Project management
¤  Sales and support training
¤  Define features &
requirements
¤  Channel development
¤  Building roadmaps
¤  Legal Clearances
¤  Logistics of product
¤  Competition Survey
ž  Out bound role
—  Go to Market Plan
—  Competition Survey
—  Positioning and Messaging
—  Brand Management
—  Campaign design and
execution
—  Press Relations
Product+
Marketing
(A combination
of both)
CommunicationsProduct

Why separate Product Manager?
¨  An industry where constantly new products need to be
developed
¨  Actual manufacturing of product may be outsourced but
research by Product Manager
¨  Product manager manages the project

Why overlapping role?
¨  Communication+Product Manager gives
recommendations of product to manufacture
¨  Separate R&D team to develop product

Marketing Activities
Aware
TVC, Ads,
Banners, SEO/
SEM
Social Media
Website
Demo Videos
SMS, Email
Marketing
Connect,
Inform
Viral Property,
Videos
Social Media –
FB, YouTube,
Twitter
Blogger
Engagement
SMS, Email
Marketing
Convert,
Engage
Transactional
Website
Online
Programs –
Offers etc.
Social Media –
FB, YouTube,
Twitter
Online Quiz
Blogger
Engagement
Amplify
Integration with
on-ground
activities
Online PR
Referral
Program
Loyalty
Program
Learn
Customer/
Retail Analytics
Online Surveys

List of Activities
Activity Details
TV FCT
Sponsorship
Print Campaign
Radio FCT Plan
Integration
Online Adv/ Website
Display Campaign
Bloggers Engagement
Applications Facebook Applications
Microsite
Retail
In-shop
Soft POSs
Special Elements
Surprise Gifting
Merchandising Agency
On-Ground Mall Activity
Public Relation Press release
Product Experience
Others Retail Tie-ups

External Agencies
GoCrackIt – Your Career Our Mission

Creative Agency
¨  Creative Agency: TVC, Posters, Paper Adv, Radio. You Input a
brief, they return with the desired output
¨  TVC
¤  You give them a Creative brief
¤  Agency develops Scripts
¤  Options of production houses
¤  Director makes his presentation
¤  Film production
¤  Edits for Finalization

Media Agency
¨  Media Agency
¤  You provide a media brief
¤  They return with a media plan

Duration
20 Sec

ProgramChannel Day Time Rate Spots FCT Cost
Neo Sports
Euro Cup live Mon-Sun 75 1500
Sab TV
Tarak Mehta Ka Ulta
Chashma
Mon to
Fri
20:30-21:
00
20 400
Star World
Masterchef Australia Mon-Fri 21:00-22:
00
40 800

On Ground Activity Agencies
¨  Mall Activities
¨  Van Activity
¨  Cafe Connect
¨  Participation in local festivals
¨  College activities
¨  Retail partnerships
¨  PR Agency
¨  Digital Agency

Examples

Gillette Blades & Razors
BLADES & RAZORS
(3) Systems
(1) Double Edge
(2) Disposables

Disposables in India
¨  Brand strategy is to do all
Brand activity on most
premium (Mach3)
¨  Others to derive from the
brand image created by
leader brand
¨  Marketing for disposables
in India fully focussed on
trade schemes
¨  Time to time Buy 2 Get 1
Free or now Buy 5 Get 1
Free
¨  Challenge to keep sales
team focussed on
Disposables

Disposables in Indonesia
¨  Brand strategy is to do all
Brand activity on most
premium (Mach3)
¨  Challenge was to change
management decision and
start doing brand activity
for Disposables
¨  Main focus was data
analysis and building a
strong data driven case
for Disposables
https://www.youtube.com/watch?v=8DpDC9DZHOg

Detailing
Rate Per Sq.Ft.
S
No
Signage
Type Media Type
Specifications
Machine For
Printing
North
Wes
t
Central
Eas
t
South
1
Non Lit
Signage
Star Flex
Star Flex 13 Ounz Flex, 1" Square pipe,
Weight of pipe should be 1 feet = 220grm
to 250grm. I.e. 18 Gauge, 1” pipe =3kg= 20’
length
Vutek/JetI/HP Excel Jet
(Solvent)
2
Glow Sign
Board
Star Flex
Star Flex (18 Ounz), 1"M.S pipe=18 Gauge,
G.I sheet for back side 26 SWG & Sides 24
SWG (Gauge)
Vutek/JetI/HP Excel Jet
(Solvent)
3 Sunboard LG/Avery (Vinyl) 3 MM Sunboard HP Eco-Solvent
S No Element Expected Life
1 Dangler 30 to 45 days
2 Poster 5 days
3 Non Lit Signage 2 Months
4 Sunboard 1 month
•  Not all about TVC, Radio, Print adv
•  Lot of detailed planning required
•  A full separate responsibility is training of sales team

Sales
Key Success Factors
¤  Understanding the customer
¤  Ability to have a solution mind set – B2B Sales
¤  Perseverance – objection handling – Sales resilience
¤  Solution selling
¤  Listening and presenting skills
¤  Making a game plan
¤  Relationship building and manage the spectrum –
closing the sale
¤  Handle “PRESSURE”

MBA Value Add
¤  Value Selling
¤  Structured approach with a proper strategy
¤  Business understanding – Bigger picture
¤  Market entry strategy

Roles
Ø  Sales – Related to your previous industry experience
or related industry
Ø  Sales management
Ø  B2B/B2C
Ø  KAM/Hunting
Ø  New markets/segments
More likely to move on to General Management and
then to Top Management

Some example roles
Mid- Management Roles – Zonal/Area Sales Manager –
RSM – Business Development Mgr - SM
Ø  4-8 years of experience
Ø  Building a pipeline
Ø  Business Intelligence
Ø  Competitor analysis
Ø  Motivating and managing a team
Ø  Negotiating and persuasion
Top management Roles – VP Sales, SBDD
Ø  8 to 12 Years+ Experience
Ø  Strong analysis
Ø  Strategy and forecasting
Ø  New product/market entry

Interview preparation frameworks
with examples

Synthesise findings
into recommenda-
tions
Conclude
Request
information to
test hypothesis
Analyse
Develop
approach to solve
problem
StructureClarify
Ensure complete
understanding of
business issue
A good approach to case interviews

Falling Profits Case
Ø  This type of case asks you to explore the possible reasons behind a
company’s drop in profits.
Ø  What this type of question is designed to assess: Analytical ability,
drilldown from a high-level statement, understanding of financial
instruments, communication, industry knowledge
Ø  Useful concepts/frameworks: Market assessment, product mix
assessment
Ø  Profits of Bunny popcorn has gone down by 10% this year. How
would you analyse the situation?

New product introduction
Ø  This type of case asks you to recommend a strategy for introducing a
new product
understanding of brand management, supply chain,
communication, industry knowledge
Ø  Useful concepts/frameworks: Four Ps, market analysis, competitor
analysis, product portfolio assessment
Ø  Bunny Popcorn is planning to introduce a new flavour of popcorn in
the market. Take us through the planning steps.

Entering a new category
Ø  This type of case asks you to analyze whether a company should
enter a new market or develop a new line of products or services.
(Usually, the new products or services are somehow related to the
company’s current business). Declining sales/market share is an
indication that either a new market has to be explored of new
product launched
understanding of market dynamics, supply chain dynamics,
communication, industry knowledge
Ø  Useful concepts/frameworks: Market assessment, product portfolio
analysis, Four Ps, BCG Martix
Ø  Kellogg introducing frozen waffles in India

Entering a new geographic market
Ø  In a nutshell: This type of case asks you to analyze whether a
company should expand into a new country or region
Ø  Understanding of global market dynamics, geographic currency
issues, supply chain dynamics, communication, industry knowledge
Ø  Useful concepts/frameworks: Market assessment, supply chain
analysis, competitor analysis, Four Ps
Ø  Launch of Bunny Corn Flakes in Nepal

Competitive response case
Ø  A competitive response case asks you to recommend how your client
should react to a move by its competitor.
supply chain dynamics, communication, industry knowledge,
market dynamics
Ø  Useful concepts/frameworks: Market assessment, supply chain
analysis, competitor analysis, structural analysis, speed of response
¨  You are an MNC in India with multiple brands across categories. A
small competitor in one state is growing very fast, what are the
options you would explore and execute.

Guesstimates

•  Anchoring
Guesstimate
•  Show approach
•  Solve
•  Bring some nuances
•  Check the estimate sanctity in the end and tell them the reason
for it

•  Expectation is to do the numbers
•  Think aloud, do not go into a silent mode of thinking. Let the
recruiter know how you are proceeding at each step.
•  The expectation is to exhibit how you utilize the information you
have to find out something you do not know
Guesstimate

Brand marketing sales presentation

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