Career Decisions Making the Right Decisions for You

Susan Sotiropoulos – Asia-Pacific Marketing Manager

DuPont Chemical Solutions Enterprise

February 20, 2009

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Discussion Agenda

Overview of My Career

Focus on Marketing• Key elements and how they fit together• Example using a well-known consumer product• How this works in my current job

Decisions Right for Me

Things You Can Consider

Questions

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Engineering• Manufacturing Manager working

rotating shifts

• 70 textile operators

• Maintenance Manager

• 40+ industrial mechanics

• Integrated Operations Manager

• 60 chemical operators

• 15 industrial engineers

• 6 first-line supervisors

• 4 process engineers

Business/Sales/Marketing• Sales Professional

• Sales Manager

• Venture Marketing Manager

• Corporate consultant

• Global Business Manager

• 80 global members

• $60 million company

• Asia Pacific Marketing Manager

• 20 businesses

• $2 billion global portfolio

Career Overview Multiple Roles Across 2 Main Functions

8 ye

ars

10 y

ears

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PromotionPromotion

• What are the elements of the product/service you will offer?• Not just a physical ‘product’• Includes elements of the consumer’s overall experience

Focus on Marketing4 P’s of Marketing

PlacePlace

PricePrice

ProductProduct

• What will you charge for your product/service?• Not just the initial investment• Includes membership and subscription fees

• Where will you sell your product?• Not just transaction with the end customer• Includes distribution across every step from production to store

• What will you use to advertise and promote your product?• Includes advertisements, educational material• This is what most people think of when they think of

“marketing”

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PromotionPromotion

• Determining what elements customers value and are willing to pay for

Focus on Marketing4 P’s of Marketing

PlacePlace

PricePrice

ProductProduct• ‘Delivering’ the elements of the

product to the customer

• Determining how much customers are willing to pay for the product

• Getting the price expected from the entire value chain

• Determining the best way to get the product to your customer

• Getting the product to your customer

• Determining how best to generate interest in your product

• Generating interest in your product through advertising, webmedia, other promotions

Strategy Execution

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PromotionPromotion

• Determining what elements customers value and are willing to pay for

Focus on Marketing4 P’s of Marketing

PlacePlace

PricePrice

ProductProduct• ‘Delivering’ the elements of the

product to the customer

• Determining how much customers are willing to pay for the product

• Getting the price expected from the entire value chain

• Determining the best way to get the product to your customer

• Getting the product to your customer

• Determining how best to generate interest in your product

• Generating interest in your product through advertising, webmedia, other promotions

Strategy Execution

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Product• Identified a new need in gaming – desire for

physical activity• Developed product that met these needs,

determining the level of all aspects of the game, including:

• Ability to customize gaming characters• Low level of graphics (very risky, given trends)• Others?

Price• “Push" strategy, where higher profit margins for retailers are used to encourage stores to promote

a certain product.

Place • Deliberately limited supply so as to maintain the Wii as something to be sought-after and

aspired-to, not to mention keeping it in the news (also risky, as you can anger customers)

Promotion• Stores can push products by displaying them more prominently on shelves and putting up special

demo kiosks and supplementary display materials.

Focus on Strategic MarketingWii games

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How does strategic marketing differ from what we just covered?

• Strategic decisions are the same• However the scope is Business to Business (B2B) vs.

Business to Consumer (B2C)

Why are there differences between B2B and B2C?

• Marketing communication (like advertising) does not have as much impact• Decision-makers are more motivated by economic benefits (this is what they

are paid for!)• Marketing communications can be much more targeted (not as many people) • Needs the products must satisfy are needs of businesses vs. individuals

Focus on Strategic MarketingChemicals (or other products)

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In China, we have identified new B2B needs:

• 20 new potential products• Represents $320 million of new sales• However, we don’t have enough resources to staff these projects

How do you decide which products to work on?

What I am working on right nowStrategic Marketing

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Gather and analyze market information to allow DuPont to make the RIGHT DECISIONs on which projects to invest in….

What I am working on right nowStrategic Marketing

What should be considered?

• How much it will COST• How much TIME it will take• Whether we have the RIGHT SKILLS and CAPABILITIES

• And most importantly, HOW MUCH will we make (profit)

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My Career PathDecisions that have had a big impact on my path

Decision to pursue Engineering• Work that is INTERESTING to me, and I am GOOD at • Field that is CHALLENGING to me• Work that is DIFFICULT for others to do

Decisions to move into Marketing/Business Management• Goals were different and MORE INTERESTING to me• Represented GREATER OPPORTUNITY for career

Decisions to attend Top Business School• Learning from bright students and faculty – ‘Best of the Best’• Work that is DIFFICULT for others to do• Topics and knowledge that was INTERESTING to me

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Identify (and cultivate) What Sets You ApartFocus on how you can ‘market’ your own talents

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Questions?