Industry Chat: CPG - University of Pennsylvania · PDF file Industry Overview. Industry Overview. Consumer Products. Consumer Packaged Goods. Other/ Diversified Products. Personal

Industry Chat: CPG August 2018

Sugirtha Stathis, Career Advisor

Rebecca Krick, Employer Relationship Manager

MBA Career Management

Job Search Competencies

MBA Career management

2

Self-Assessment and Clarifying Goals

Process Management

Industry and Company

Research

Resume Writing

Personal Brand and Pitch

Cover Letter Writing and Email Outreach

Building a Target List

Networking

Interviewing

Offer Management

On-the-Job Success

Master the Competencies to Master Your

Job Search

Job Search Competencies

MBA Career management

Conduct research to understand trends, skills needed to succeed, and career paths in your industry of interest. Collect company intelligence to prepare for networking and interviews.

Master the Competencies to Master Your Job Search

Industry and Company Research

Self-Assessment and Clarifying Goals Process Management  Industry and Company Research  Building a Target List  Resume Writing Personal Brand and Pitch  Cover Letter Writing and Email Outreach  Networking  Interviewing  Offer Management  On-the-Job Success

Agenda

• CPG Careers Team

• CPG Industry ─ Trends

─ Functions, Roles and Internships

─ Company Relationships

• The Job Search ─ Recruiting and Summer Outreach

─ Is the CPG industry for you?

─ Career Pathways

─ Recruiting Strategy and Timeline

• Hiring Data ─ Offers, Compensation and

Sponsorship

• Resources at Wharton ─ Wharton Marketing Club

─ Next Steps

─ Upcoming MBACM Workshops

• Q & A

MBA Career Management CPG Team

Career Advice

• Self-assessment & decision making

• Industry Insight

• Networking

• Resumes, Cover Letter & Interview Prep

Corporate Relationships

• Develop employer outreach strategy with RRM

Programming

• Develop programs for students interested in CPG

SUGIRTHA STATHIS CAREER ADVISOR

Corporate Relationships

• Strategize best recruiting approach for variety of employers

• Co-manage employer relationships with Career Advisor

• Manage recruiting events

Student Support

• Assist students with logistics of on-campus interview process, job board postings, etc.

REBECCA KRICK RELATIONSHIP MANAGER

Collaborate with the Wharton Marketing Club

Industry Overview

Industry Overview Consumer Products

Consumer Packaged

Goods

Other/ Diversified Products

Personal Care

Household Goods

Consumer HealthFood

Beverage (Non-

Alcoholic)

Wine & Spirits

Food & Beverage

Retail

Beauty & Cosmetics

CPG Company Examples

Other / Diversified Products

Food and Beverage

MBA Career Management

Geographic Distribution of CPG Companies

NJ

NY

MN

CA

GA PA

IL

OH

TX

MO

WA

Trends in CPG

End-to-End Digitization

Globalization

Bolder Paths to Innovation

Disruptive Consumer and Competitive Dynamics

Keeping Up with Trends…

• 2018 CPG Industry Trends Reports: Deloitte, McKinsey, ShopKick

• Grocery Manufacturers Association – News and research reports covering food, beverage, and consumer goods manufacturers; TIP: sign up for GMA SmartBrief!

• Beverage Industry – Covers trends and issues in the US beverage industry

• Lippincott Library Business Research Guides – access reports on consumer behavior and demographics, industry performance and outlook, major companies operating in the sector, and key statistics

• Consumer Communication & Brand Marketing:

• AdAgeDaily – A premier source for advertising and marketing news

• AdWeek – Covers media news including print, technology, advertising, branding and television

• Mobile Marketer – News related to mobile marketing, media and commerce

Note: Many sites offer a daily or weekly email newsletter with top industry headlines

MBA Career Management

https://www2.deloitte.com/us/en/pages/consumer-business/articles/consumer-products-industry-outlook.html https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights https://www.shopkick.com/partners/blog/the-cpg-industry-trends-of-2018-that-brands-and-retailers-must-prepare-for/ https://www.gmaonline.org/resources/research-tools/ http://www.bevindustry.com/ http://guides.library.upenn.edu/business http://www.adage.com/ http://www.adweek.com/ http://www.mobilemarketer.com/

Functions in CPG

Product Development

Demand Planning

Manufacturing

Supply Chain

Market & Consumer Research

Consumer Promotions

Package Design

Legal

Sales & Customer Planning

Category Management

Advertising Services

Finance

Media Planning

Public Relations

Brand Team (Marketing)

Brand Management /

Marketing

• General management “mini-CEO” role; typically have P&L responsibility

• Set long-term business strategy; develop/implement brand positioning

• Lead cross-functional teams to build and execute operating plans across the 4P’s (Product, Place, Price, Promotion)

• Set and deliver sales, market share and profit projections; track consumer and market data to identify risks & opportunities

Functions in CPG

Consumer Insights

• Provide functional expertise to ensure business decisions are based on relevant consumer insights

• Design and implement consumer research plans

• Ensure rational/emotional/product needs of consumers are delivered through product and marketing ideas

Corporate Finance

• Work in areas ranging from treasury, to FP&A, to corporate M&A to supporting brand teams or groups like sales, manufacturing or R&D

• Monitor and drive essential P&L and balance sheet levers

• Partner to make recommendations on business strategy and new product development

Corporate Strategy

• Coordinate overall view of the marketplace and key opportunities/issues

• Develop long-term strategic plans, analyze growth opportunities, develop recommendations and help plan implementation

• Serve as internal consulting partner to support business unit or corporate-level initiatives

Functions in CPG

Operations / Supply Chain

• Procurement: Oversee purchasing operations; analyze historical purchasing costs for materials, forecast future costs, find vendors

• Supply Chain: Review existing procedures and examine opportunities to streamline production, purchasing, warehousing, distribution, and financial forecasting to meet company’s needs

General Management /

MBA Leadership Program

• High-profile, “fast-track” MBA programs designed to develop future leaders of the company

• Typically offer accelerated career path, customized training, senior executive mentorship

• May rotate across business units, functions, and/or regions during LDP period, with final placement in area of interest

Marketing / Brand Management

• Evaluated entry into new category, including competitive analysis, consumer research, and financial modeling. Provided launch recommendation with marketing support plan.

Consumer Insights

• Analyzed consumer and market data to identify growth opportunities. Recommended future product enhancements and new consumer targets to increase penetration.

Corporate Finance

• Developed a model to optimize allocation of trade investment and maximize profitability across regions and channels in LatAm market.

Sample Internships

Corporate Strategy

• Conducted research and valuation analysis on $50M-$100M potential acquisition targets.

Operations / Supply Chain

• Developed operations performance dashboard to track production/delivery timelines and identify operational inefficiencies.

General Management / Leadership Program

• Developed strategic framework to launch a direct-to-consumer eCommerce business model for the firm’s 90+ brands.

The Job Search

Two Strategies = Two Skillsets

MATURE – Be ready for when an opportunity is available.

• Structure and process • “Formal” Events • Stand out from the crowd

• On-Campus interviews • Heavy fall/winter recruiting

ENTERPRISE – Be ready if an opportunity becomes available.

• Unstructured • Multiple types of events • Build and leverage your

network

• Pitch solutions and make opportunities

• Year-round recruiting

Things aren’t always black & white within the industry

How Companies Recruit in CPG

Level of Wharton MBA Engagement

High

Company Recruiting App