A Summer of Front-Line
Marketing Consulting Experience
During the summer of 2019, I was excited to start my first internship as a marketing researcher at Mintel. Although I have done several marketing research projects at University, it's my first time getting the chance to work in the real world.
What I Did
L’Oréal Skin Tone Management Case
I worked primarily for a Market Research Case for L’Oréal within a team of 4. Our client wanted to know what new products the world skincare market were introduced in the past few years and what will be the new launching trends. In order to fulfill our clients' demands, I applied both Quantitative and Qualitative Methods to analyze worldwide products by 9 skin-tone functions.
Compiled a 200+ Page Market Report
The Cover Page of L’Oréal <Skin Tone Management> Report
The final project had to be presented as a Deck. I got the chance to create Visualizations of CAGRs, price tiers, and position changes of new product launch in different countries by myself! Through deep learning software like Excel and Tableau, I made some really fun visualizations. Also, I enjoy Generating Separate Case Studies for distinct products across nations to explore unique innovative products in different cities.
Communicated With Colleagues, Clients, and the Manager
The L’Oréal project had a long-time duration and a heavy workload, I was responsible for scheduling timelines and group meetings every week to keep the workflow smooth and effective. Keeping connected with our clients through emails and meetings is also a valuable experience because it leads me to real Business Communication.
What I learned
Define the Problem, then Solve it
By exploring the skincare market, I deeply understand how difficulties of market research. There are so many different aspects and methodologies I could've used throughout the process. However, the key point is to ensure what you want to learn from the research. Once you are clear of that, you can pick your research tools flexibly and solve the issue indicated in the research.
Be Open-Minded and Study
As a global company, Mintel Shanghai's colleagues traveled internationally from different branches to visit weekly. Their colleagues brought new innovations, and marketing trends, and new ideas from all over the world. It was really inspiring to listen to conferences and talk with them. These knowledgeable and intelligent talks encouraged me to keep an open mind and study consistently
Ask, Conclude, and Communicate
The hardest part of my first job was satisfying the needs of both clients and the manager at the same time. The key point is communication. It's so important to be the bridge between them, verify clients' ideas, and paraphrase them accurately with my manager and co-workers.
