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Marketing Bootcamp For International
Studentswhat you need to know about U.S.
marketingto be prepared for interviews

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• Prepared by
• Saowarat Opasayanont (Noi), Alex Liu and Bálint
  Gergely
• Updated by
• Tad Kettridge, Sharad Bhargava

October 19, 2005
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• Agenda
• The marketing career in the United States - 5 min
• Not just advertising!
• Top marketing industries
• Day in the life of a typical US marketer
• American marketing culture the must-know basics
  - 30 min
• Famous marketing cases
• Pop culture and marketing
• Everyday marketing 20 min
• Basic marketing strategies by major category
• Next steps

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NO!
What does a US marketer really do? Fuzzy
marketing?Creative braindump?No numbers?
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• The toolkit of an MBA marketer
• Analytical skills
• Leadership/cross-functional management
• Communication skills
• Strategic thinking
• Project management
• Understanding of basic marketing concepts
• Marketing savvy

Disadvantage for international students
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• Day in the life of a US marketer
• 800-900 Check email, answer voicemail
• 900-1000 Meet with VP to finalize next years
  marketing budget
• 1000-1100 Teleconference with supplier
• 1100-1200 Analyze last months sales data to
  forecast demand for upcoming quarter
• 1200-1230 Lunch in cube, answer emails
• 1230-300 Meet with advertising agency on
  repositioning brand
• 300-400 Review pricing plan from field sales
  manager
• 400-600 Prepare strategic plan for new dollar
  store channel
• 700-930 Observe consumer focus group

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To be prepared for a marketing interview
know the products!
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• Your brand knowledge repository
• Be familiar with the must-know brands and
  marketing cases
• Be sure to know your interviewing companys
  brands!
• Brand name
• Positioning
• Pricing
• Competitors
• Distribution
• Advertising
• Personal product experience

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• Sample industries with marketing opportunities
• CPG (consumer packaged goods)
• Financial services
• Pharmaceuticals
• Healthcare/biotech
• High technology
• Transportation
• Consulting
• Diversified manufacturing
• Luxury
• Others

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Some must-know marketing cases
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• Differentiation through branding the Cola Wars
• The Pepsi Challenge
• New Coke
• Today

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• Authenticity
• Always Coca-Cola
• American, traditional imagery
• Struggling to rearticulate their voice to youth

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• Youth
• Past Taglines
• The Choice of a New Generation
• Be Young. Have Fun. Drink Pepsi.
• Generation Next
• Its the cola
• Direct link with pop culture through celebrities
  and buzz-generating ads

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Breaking out of commoditization through brand
icons
The Energizer Bunny The Michelin Man The MMs
Characters
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• Check out the brands nostalgia factor
• Ask American students what they remember

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Build upon trends- Healthy Living- increased
consumer awareness of healthy eatingand
childhood obesity - rise of products with focus
on nutrition - Atkins - C2, Pepsi One
- Subway well-positioned for trend in fast food
category
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• McDonalds
• Known for kid-pleasing and value, not health
• Under attack from popular culture
• Moving towards salads and healthy options

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• Key Trend TV advertising is getting less
  effective to reach consumers
• TIVO
• Internet, iPods, etc.
• Its EXPENSIVE
• Advertainment
• Product Placement in movies and TV shows (FedEx
  in Castaway)
• Branded Entertainment (Dove on The Apprentice)
• Guerrilla Marketing
• Events, promotions and PR stunts to get your
  attention
• Ethical issues about buzz marketing (Sony
  Ericson)

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• Brands and ads that people buzz about

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• How to analyze an ad
• 1. Who is the Target?
• 2. Does it hit the ABCs?
• Attention
• Does it get and hold the targets attention?
• Branding
• Could it only be from this brand?
• Communication
• Does it have a persuasive message for the
  target?

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• How to get good at advertising in the US
• Know whats hot in the following
• Music (Take off your ipod ad turn on the radio)
• Movies (Holiday and summer films)
• TV (New shows in the fall, cliffhangers in the
  spring)
• Sports (Football, Basketball, Baseball, NASCAR,
  Golf, etc. )
• Fashion (Read the fashion mags)
• Know key celebrities
• Pepsi Britney Spears, P. Diddy
• American Express Tiger Wood
• Guess Paris Hilton
• Nike Michael Jordan
• Watch the Big Events
• Super Bowl (February)
• Oscars, Emmys, Grammys (Spring)
• MTV Music Awards (Summer)

Read adage.com and adweek.com Look at ads on the
companys website Watch TV, listen to the radio
and flip through magazines
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What channels do CPG manufacturers sell
through? What tools do marketers use to sell to
consumers? What are other concepts important in
CPG marketing?
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CPG SALES CHANNELS
Customer
Pricing Strategy
Description
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MARKETERS TOOLKIT
Brand Building
Price Discounting
Category
Objective
Inspire consumer loyalty and repeat purchases
Drive consideration and trial a product

• Advertising
• Promotions
• Brand Specific
• Tie-in Partner
• Licensed Product
• Other

• Price Reductions
• Coupons
• FSI Free Standing Insert
• Checkout Coupon
• Rebates
• Other

Tool
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PROMOTIONS
Brand Specific
Partner Tie-In
Licensed Product
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TEMPORARY PRICE REDUCTION
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COUPONS
FSI (Sunday Paper)
Checkout Coupon
Mail-in Rebate
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SEASONAL ITEMS

• Products focused on holidays or special
  occasions
• Drive incremental volume beyond parent brand

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PRIVATE LABEL

• Closely resemble branded
• Product quality increasing
• Often manufactured by branded players
• (Quaker oatmeal)
• Becoming stratified
• (e.g. Safeway select)

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LOYALTY / PREFERRED CARD PROGRAMS

• Consumers receive additional discounts
• Reward for shopper loyalty
• Some retailers sell personal shopping data.

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• Next steps
• Go to malls, stores
• Watch TV
• Form groups to prepare for interviews with
• Next international student event
• Marketing Job Search Strategies for
  International Students
• November 9th, 11am-12pm.