Careers in Marketing, Sales and BD

1. Daksh 2021 - Placement Excellence Program
Career Conversation on Marketing, Sales & BD
By Siddhartha Banerjee
08th Jul 2021
An IIMB NSRCEL & Goldman Sachs Supported Firm

2. About Me
 Marketing Head, EuroSchools and Billabong High International Schools
 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

3. 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
 Career Journeys

4. Marketing Role

5. Marketing & Sales 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

6. Typical Product Manager Roles
Inbound Role
 Project management
 Sales and support
training
 Define features &
requirements
 Channel development
 Building roadmaps
 Legal Clearances
 Logistics of product
 Competition Survey
Outbound Role
 Go to Market Plan
 Competition Survey
 Positioning and
Messaging
 Brand Management
 Campaign design and
execution
 Press Relations
Product+
Marketing
(A combination
of both)
Communic
ations
Product

7. Why Separate Product Manager Role?
 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

8. Why Overlapping Role?
 Communication+Product Manager gives recommendations of product to
manufacture
 Separate R&D team to develop product

9. 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

10. 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

11. External Agencies

12. Creative Agencies
• 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

13. 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

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

15. Examples

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

17. 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

18. 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

20. Detailing
Rate Per Sq.Ft.
S No
Signage
Type Media Type
Specifications Machine For Printing North West Central East 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

21. 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”

22. Real Estate & Service Industry Sales
• Lead Generation
• Call Centre
• Lead Nurturing
• Emails
• SMS/Whatsapp
• One to one counselling for each sale
• Sales point interaction is of utmost importance

23. MBA Value Add
Key Value Add
– Value Selling
– Structured approach with a proper strategy
– Business Understanding – Bigger Picture
– Initiation Strategy

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

25. Sample Role
Top management Roles – VP Sales, SBDD
 8 to 12 Years+ Experience
 Strong analysis
 Strategy and forecasting
 New product/market entry

26. Preparation
• Sales and Marketing – Dynamic – test general awareness
• Situation based cases – market entry
• Problem solving – giving solutions
• Convincing skills
• Ability to achieve targets
• Do projects related to sales
• B2B Sales, product management, branding, mkt research
• Support it with strategy and finance electives