Market Sizing: Case Interviews
DRAFT
MARKETING CASE INTERVIEWS
1. Frameworks 2. Market –sizing 3. New Product Launch 4. Competitive Defense 5. Key Measures 6. Advertising 7. Interview Questions
CaseQuestions.com
CQInteractive.com
Frameworks
Case questions have been popping up in marketing interviews for years. While there are many similarities between a consulting case interview and a case given in a marketing interview there are differences as well.
I always tell the consulting students to stay away from “cookie-cutter” frameworks like the 5Ps and 5Cs, but in marketing interviews you are encouraged to employ them.
To truly standout from your peers, it is best to incorporate the 5Ps into the overall structure and then to fill in your answer with concepts from the Ivy Case Method™ found in Case in Point. You’ll find that out of the 12 Ivy Case scenarios you’ll most often use (i) entering a new market, (ii) developing a new product, (iii) pricing, and (iv) growth strategies.
In marketing interviews as in consulting interviews the 5Ps are: Price, Product, Promotion, Placement and Packaging. The 5Cs, however; differ. In a consulting interview the 5 Cs are Cost, Competition, Channels, Company and Client while in marketing interviews the 5 Cs are Category, Company, Competitor, Consumer and Customer.
On the following pages I have laid out some working structures for you to review. Keep in mind that these might vary depending on if the case is about a product or a service and what industry it belongs.
MARKET-SIZING QUESTIONS
Your answer should be based on logic and assumptions.
Structure o Listen to the question, and then determine the type of case; population-based, household, individual or preposterous. o Ask clarifying questions, only if you don’t understand the question or terminology. o
MARKETING CASE INTERVIEWS
1. Frameworks 2. Market –sizing 3. New Product Launch 4. Competitive Defense 5. Key Measures 6. Advertising 7. Interview Questions
CaseQuestions.com
CQInteractive.com
Frameworks
Case questions have been popping up in marketing interviews for years. While there are many similarities between a consulting case interview and a case given in a marketing interview there are differences as well.
I always tell the consulting students to stay away from “cookie-cutter” frameworks like the 5Ps and 5Cs, but in marketing interviews you are encouraged to employ them.
To truly standout from your peers, it is best to incorporate the 5Ps into the overall structure and then to fill in your answer with concepts from the Ivy Case Method™ found in Case in Point. You’ll find that out of the 12 Ivy Case scenarios you’ll most often use (i) entering a new market, (ii) developing a new product, (iii) pricing, and (iv) growth strategies.
In marketing interviews as in consulting interviews the 5Ps are: Price, Product, Promotion, Placement and Packaging. The 5Cs, however; differ. In a consulting interview the 5 Cs are Cost, Competition, Channels, Company and Client while in marketing interviews the 5 Cs are Category, Company, Competitor, Consumer and Customer.
On the following pages I have laid out some working structures for you to review. Keep in mind that these might vary depending on if the case is about a product or a service and what industry it belongs.
MARKET-SIZING QUESTIONS
Your answer should be based on logic and assumptions.
Structure o Listen to the question, and then determine the type of case; population-based, household, individual or preposterous. o Ask clarifying questions, only if you don’t understand the question or terminology. o