How would you introduce a new FMCG product, like a new variant of a popular brand, to a sari-sari store owner who is hesitant to try it?
Why This Is Asked
Because no specific interview questions are publicly documented for RFM Corporation, this is framed to assess your ability to handle a common FMCG sales scenario: introducing new products from brands like Selecta or Sunkist. The interviewer wants to see your persuasion skills and understanding of retailer concerns.
General Approach
Outline a structured approach: research the product, identify key benefits, address the retailer's risk by offering a trial or guarantee, and build a relationship that leads to repeat orders.
Sample STAR Answer▾
Situation
I was tasked to promote a new flavored milk drink under a well-known brand to small retailers in my assigned territory.
Task
My goal was to get at least 10 sari-sari stores to place an initial order within two weeks despite their reluctance to stock unfamiliar items.
Action
I first studied the product's unique selling points and prepared a simple sampler and a one-page flyer in the local language. I visited stores during their least busy hours, offered a free taste, and highlighted how the brand's name would attract customers. I also offered a small introductory discount and guaranteed to replace any unsold stock after two weeks if it didn't sell.
Result
Eight out of ten stores agreed to trial the product, and six reordered within the month after customers asked for it.
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- •STAR Structure
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- •Ownership Language
- •PH Workplace Context
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