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Kraft Heinz Company
Associate Brand Manager was asked...September 13, 2010

Tell me about a well marketed product

2 Answers

Kraft Macaroni and Cheese is the only one that most people think of and has been an icon of this company. Less

Choose a product and speak to the 4Ps. Product positioning and target consumer, pricing, distribution (place) and promotion (how they are getting their message to their consumers and is it aligned with the positioning). Less

Kraft Heinz Company

You are an ABM for Chips Ahoy. You notice that sales/revenue is up 5% compared to last year but your total share of the cookie category has declined 5%. How do you explain this apparent contradiction?

3 Answers

Basically I mentioned that I would want to know what was happening with my existing competitors. Where they experiencing the same thing? In the end, the answer the interviewer was looking for was.....Yes, sales/revenue was increasing for Chips Ahoy, but the cookie category was growing at a faster rate (because of new entrants into the category) than sales/revenue. Less

Is this some sort of joke question seriously ... Category is growing faster than you are that's how you lose share no brainer Less

You rose the price. Ly vs ty. Ly comps vs unit comps.

Unilever

If you could know for sure either the Sales, Costs, or Advertising Costs associated with launching a new product which would you choose?

1 Answers

I chose Costs thinking if you knew the marginal costs going forward you could work around the rest. Asked some classmates their thoughts some agreed others thought Sales would be better to know. Less

GroupM

What's the most creative or proud example you have of an exceptional insight you got from analytics work?

1 Answers

Gave an example of when I worked at a media agency where I solved a question the client had for 20+ years. Less

AppFolio

Tell me what our product does.

1 Answers

AppFolio builds property management software that helps property managers manage their properties. Less

Gap

Give an example of a scheduling challenge you faced, and how you solved it.

1 Answers

I talked about recurring scheduling issues, and how I'd solved them by establish regular meetings with all those involved where I would state the schedule clearly, and then followup with regular emails. Less

Cargill

How do you manage people with different levels of competency (paraphrase).

1 Answers

Each individual is going to have his/her strong and weak points. You have to know your people and what they are good at, what drives them, how they handle feedback. A cohesive team is the overall goal, but you have to realize that teams are made up of individuals. Less

UnitedHealth Group

Pepsi or coke?

32 Answers

Water!

Coke, please. And a bourbon chaser to go with it. Thanks. ;>)

Personally, I can't tell the difference between Coke and Pepsi and I try to limit my consumption of soft drinks because they are unhealthy. If you compare the ingredients in in a can of Coke vs. a can of Pepsi, they are essentially the same, but everybody has their particular brand affiliation. That's really where these beverage producers excel: branding. And I think UnitedHealth could learn a lot from Coke and Pepsi in terms of branding and PR. The insurance industry in general isn't always seen in the best light and I think that's something I could really help with, marketing UnitedHealth's services so that customers have the same positive feelings they do towards Coke and Pepsi. Less

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Accenture

Why do you want to join Accenture?

21 Answers

Becuase it has a lot of sucesses and track records in SAP, indication that it can held grow my SAP experience and make me recognised internationally. It equally has good experts with whom I can work together with them to build good solutions for clients. Less

Because that is international company with great history and it's possible to get to me for high level. Less

Because I will be a part of a global company with a world class brand and reputation. And I will be able to take advantage of variety of opportunities through which I can tailor my career Less

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Google

What is the marginal cost of a gigabyte in gmail?

12 Answers

Here's my guess at what they're looking for. Marginal cost - this is the additional cost for adding a user. It doesn't need to take in to account the software development effort, but it should take out the atomized cost for everything else. You need to price out the the cost of the enterprise HD/GB. We can call it $1 by GB. Then you need to realize that there needs to be redundancy, so at the lest we need to double that number, if they put a super high value on data retention triple it. Then you need to think about server cost and divide that out, server rack space cost and physical rack area...etc. So if it's $1 for the actual HD space it's probably more like $2.50-$3.50 for the total marginal cost. I don't work for google, but my guess is that they're looking at the though process. What will change with a marginal user increase and what will not. If you only think of the cost of the HD then you're not getting a job with google. Less

The marginal cost of adding a gigabyte is either zero or thousands of dollars.. Either the gigabyte is already physically in existence or you would have to build a new server. The marginal cost is not averaged across all gigabytes. There might be a minor increase in energy consumption due to this extra gigabyte, but who will notice that? If your goal is to stand out in an interview, I would suggest going the Thousands of Dollars answer. For those non computer guys out there, let's relate this question to something physical.. What is the marginal cost of adding one more person to an airline flight.. Their are two situations, the plane in not already full so we can essentially neglect the cost of the additional passenger since it is so low.. (The extra energy to move the 200 pounds, when the plane is already moving hundreds of thousands of pounds, and the 25 cents for a soda..) But if the plane is already full, then the marginal cost of one extra passenger is the cost to fly a second plane.. Thousands of dollars... Less

Isn't marginal cost the cost to produce an additional unit? So costs like designing the user interface, maintaining the webpage (which would have to be done no matter the gigabyte capacity) shouldn't be accounted for. Less

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