Opportunities at consumer product companies cover a wide range of functions

Opportunities at consumer product companies cover a

This preview shows page 39 - 41 out of 112 pages.

Opportunities at consumer product companies cover a wide range of functions, from research to customer service to IT to operations to sales. But one of the key roles is in marketing, in what’s called brand management . Brand managers craft elegant business
Image of page 39
32 WETFEET INSIDER GUIDE NETWORKING THE COMPANIES INDUSTRY RANKINGS OVERVIEW AT A GLANCE 25 Top Global Leaders plans and submit them to senior management. Then, when the price of the key ingredient in their product goes through the roof because of locust plagues, they rewrite the business plan from scratch with many more contingencies. They focus on the minutiae of a daily sales-volume report, and they dream big dreams when it’s time to update the vision for the brand. They approach upper-level management for capital to fund a new product launch or a line extension in much the same way that small business owners go to venture capitalists or banks to fund expansion. Experience in brand management has been the launching ground for many CEOs, due to the training and hands-on experience they gain in their role. Careers at consumer product companies can be exciting no matter what you’re doing, with the opportunity to work on selling a product everybody’s heard of (not to mention the samples, which are often free). They generally provide excellent benefit packages, with sane work-life balance; at some companies, you’ll only work a half day on Fridays throughout the summer. They are also fairly resilient companies, thanks to the large markets for their well-known brands. INSIDER SCOOP “At every interview I ask the prospective employee, ‘What is a brand?’ I am amazed at how often people answer incorrectly. A brand is not a logo. I can’t hire someone who doesn’t get that.” COMPANY OVERVIEW Atlanta pharmacist John Styth Pemberton could not have imagined what a sensation he was creating when he concocted a syrupy elixir from coca leaves and kola nuts in his backyard in 1886. Today, Coca-Cola—the fizzy brew based on his original recipe—is the world’s leading soft drink. The Coca-Cola Company dominates half of the global beverage market, and has some 400 brands in approximately 200 markets worldwide. Coke owns four of the five leading soft-drink brands: Coca-Cola, Diet Coke, Sprite, and Fanta. Coke’s namesake soft drink is its most recognizable, but not only, product. In the midst of a 2004 corporate makeover led by veteran executive Neville Isdell, the company aggressively expanded its product offerings in response to declining demand for soft drinks by increasingly health-conscious consumers. In spring 2005, it launched Minute Maid Light juice drinks and announced Splenda-sweetened Diet Coke, Coke Zero, and Diet Nestea. The next year, Coca- Cola brought a number of new beverages and flavors to the market, from Dasani and Powerade to Enviga and Vault. The company also introduced its Far Coast brand in Toronto, and announced the launch of coffee lines with both Caribou Coffee and Illy Espresso.
Image of page 40
Image of page 41

You've reached the end of your free preview.

Want to read all 112 pages?

  • Fall '14
  • FenasiKerim
  • global leaders, Mittal Steel Company, global leader, Top Global Leaders

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes