ฝึกพูดภาษาอังกฤษด้วยเทคนิค Shadowing จากวิดีโอ: Learn Marketing Case Interviews in 8 Minutes

If you're interviewing for a consulting firm or marketing firm, expect to be given a marketing case interview at some point during the interview process.

you'll need to nail this type of case interview in order to land a job offer.

If you have an upcoming marketing case interview, don't worry because we have you covered.

I'm a former Bain manager and interviewer, and in this video,

I'll share with you the only marketing case interview framework you will ever need to know to nail any marketing case interview.

So what is a marketing case interview?

A case interview, also known as a case for short, is a 30 -45 minute exercise in which you

and the interviewer work together to develop a recommendation or answer to a business problem.

For marketing case interviews, you'll be given a business problem that has to do with designing or selling a product.

Examples of the types of marketing case interview questions you could be given include: How would you market iPads to college students?

How would you sell a new health snack?

How would you decide which customer segment to target for a new product?

Let's move on to the only marketing case in your view framework you need to know.

The only framework you will need to know for marketing case interviews is the 5Cs + STP + 4Ps framework.

Although this is the only marketing framework you need to know, we do not recommend that you simply memorize this framework and use it in every single marketing case interview.

Instead, we recommend that you fully understand each of the individual elements in this framework,

such that you can use specific elements here and there to piece together your own unique framework.

At a high level, here's how the 5Cs + STP + 4Ps framework is organized.

The 5 C's helps analyze the business situation before making any marketing decisions.

STP helps identify which customer segment to target.

and the four P's helps develop a strategy to implement marketing decisions.

Let's go through each of these components to understand the specific elements in each.

Starting with the 5 C's.

The goal of the 5 C's framework is to collect and gather

all of the relevant and necessary background information in order to make an informed marketing decision.

5 C stands for company, collaborators, customers, competitors, and context.

Looking at company, what products does the company have?

What competitive advantages does the company have?

What are the company's goals?

And what is the company's brand image?

Looking at collaborators, who are the company's suppliers and distributors?

Who are the company's investors?

Who has the company partnered with?

And what other relationships does the company have with third parties?

Looking at customers, who are the company's customers?

What are their needs and preferences?

And what are their purchasing habits or behaviors?

And finally, what are customer perceptions of the company?

Looking at competitors, who are the company's competitors?

What are their strengths and weaknesses?

What are their strategies and tactics?

And who are the new potential threats?

And finally, looking at the context, what are the laws and regulations in the industry?

What are the economic trends?

What are the new emerging technologies?

And what are social or behavioral trends?

Having knowledge of these five elements will help you with the next part of the framework, STP.

Thank you.

Before we move on to STP, please take a second to give this video a like

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Let's move on to STP.

The goal of STP is to help you identify which customer segment to target or focus on.

There are three steps to STP.

segmentation, targeting and positioning.

Segmentation.

The first step is to understand how the market is segmented Customers have a wide variety of needs and preferences.

Therefore, a broad marketing strategy targeting every customer will not be

as effective as a tailored marketing strategy focused on a specific customer segment.

you will need to decide which type of segmentation makes the most sense for your product.

You can segment customers on needs, use cases, or various demographics such as age, geography, income, lifestyle, and attitudes.

At the end of this step, you should have a list of the different customer segments.

Targeting.

The next step is to evaluate the attractiveness of each segment and choose a target segment to focus on.

There are many different factors to consider when selecting a target segment.

Which segment is the largest?

Which is growing the quickest?

Which segment is the most profitable?

Which segment is the most accessible?

Which segment is the best fit for your product?

Which segment has the potential for the most improvement?

Or which segment is the most influenced by marketing?

Once you have selected a customer segment to focus on, you can move on to the next step.

Developing a positioning statement Positioning.

In this final step, you will determine how to position and communicate the product to potential customers.

Your positioning and communication of the product should be tailored to the specific needs

and preferences of the customer segment you have decided to focus on.

In determining how to position the product, ask yourself the following questions: What makes this customer segment different from others?

What does this customer segment value?

What are the attitudes or beliefs of this customer segment?

Below are a few examples of positioning statements from well -known companies.

Amazon.

For customers who want to purchase a wide variety of products online, Amazon offers a one -stop shopping experience.

Apple.

For technology users who want a seamless experience, Apple leads the industry with the most innovative and easy -to -use products.

Disney.

For consumers looking for unique entertainment, Disney provides magical memories and experiences.

Having a positioning statement will help you decide the best way to market the product.

To do that, you will move on to the next framework, the 4 Ps.

The 4 Ps

The goal of the four P's is to develop an actionable strategy to market the product to the targeted customer segment.

Four Ps stands for Product, Place, Promotion, and Price.

Product.

If there are multiple products or different versions of a product, you will need to decide which product to market.

To do this, you will need to fully understand the benefits and points of differentiation of each product.

Select the product that best fits customer needs and the positioning statement you developed for the segment you are focusing on.

Place.

You will need to decide where the product will be sold to customers.

Different customer segments have different purchasing habits and behaviors.

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Therefore, some distribution channels will be more effective than others.

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Should the product be sold directly to the customer online?

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Should the product be sold in the company's stores?

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or should the product be sold through retail partners instead?

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Promotion.

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You will need to decide how to spread information about the product to customers.

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Different customer segments have different media consumption habits and preferences.

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Therefore, some promotional strategies will be more effective than others.

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Promotional techniques and strategies include advertising, social media marketing, email marketing, search engine marketing, video marketing, and public relations.

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Select the strategies and techniques that will be the most effective.

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And finally, price.

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you will need to decide how to price the product.

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Pricing is important because it determines the profits and the quantity of units sold.

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Pricing can also communicate information on the quality or value of the product.

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If you price the product too high, you may be pricing the product above your customer segment's willingness to pay.

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This would lead to lost sales.

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If you price the product too low, you may be losing potential profit from customers who are willing to pay a higher price.

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You may also be losing profits from customers who perceive the product as low quality due to a low price point.

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In deciding on a price, you can consider the cost to produce the product, the prices of other similar products, and the value that you are providing to customers.

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You now have all the tools you need to solve any marketing case interview.

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If you're looking for a step -by -step shortcut to learn case interviews quickly, check out our comprehensive case interview course and books.

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Links are in the video description below.

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hundreds of hours of prep time and help you land multiple consulting job offers.

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ฝึกพูดภาษาอังกฤษด้วยเทคนิค Shadowing จากวิดีโอ: Learn Marketing Case Interviews in 8 Minutes

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