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Log InImagine you are an Assistant Brand Manager for a mid-tier P&G shampoo brand in the Philippines. Volume has been declining for three consecutive quarters. Walk me through how you would diagnose the root cause and develop a plan to reverse the trend.
Why This Is Asked
P&G uses case questions to test analytical thinking, brand instincts, and the ability to translate data into a commercially sound brand plan under pressure, which is core to the Assistant Brand Manager role.
General Approach
Use a structured three-step logic: diagnose (split the data), identify the root cause, and propose a specific, actionable brand response. Show that you can think in terms of the Philippine market context like sari-sari stores and regional media.
Sample STAR Answer▾
Situation
In a case interview, I was presented with a scenario for a shampoo brand losing share in the VisMin region: data showed overall category growth but our brand was down 12 percent in volume year-on-year.
Task
I needed to identify whether the decline was driven by distribution loss, pricing issues, or brand relevance, and then propose a concrete marketing action plan to restore growth within the next fiscal year.
Action
I first segmented the data by channel and region and found that the decline was concentrated in sachet packs sold through sari-sari stores, not in supermarkets. I then conducted a quick competitor audit and saw that a local brand had launched a 'sachet with free conditioner' offer. I recommended a three-part plan: re-launch the sachet with a trial-size conditioner bundle, run a localized sari-sari store promotion with a wholesaler trade deal, and adjust the media mix to include more Visayan radio endorsements using a local celebrity.
Result
The simulation model showed potential volume recovery of 8 percent in the next quarter with a 15 percent increase in sari-sari store distribution. The plan was approved for a test market in Cebu.
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