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Marketing Is a Battle of Perceptions, Not Tomatoes

​Reaching into a large bin of cans and bottles, Dick Maggiore pulls out Campbell’s soup, Heinz ketchup and Hunts tomato sauce. The CEO of award-winning advertising agency Innis-Maggiore certainly knows how to keep a crowd engaged. And there’s quite a big one—the audience of students, teachers and administration is too large for the room.

Dick Maggiore

Holding up the three tomato-based products, Maggiore explains the power of positioning: the concept that a brand can only stand for one idea in consumers’ minds. He’s an expert at this; in fact, he calls himself the disciple of Jack Trout, the author of the best-selling, industry classic Positioning: The Battle for your Mind.

Campbell’s, Maggiore says, failed when it tried expanding into the ketchup category, because Campbell’s stands for mediocre canned soup. “We said as consumers, ‘no, Campbell’s is soup, Heinz is ketchup and Hunts is sauce,’” he explains. Even though Campbell’s ketchup formula may not have differed much from Heinz’, there was a perception that it was orange and runny—much like the brand’s signature soup.

So must a brand be confined to only one product category? Not necessarily, says the CEO. After the Campbell’s ketchup failure, a new marketing director said that she could produce a pasta sauce that would eventually capture the highest market share in the category. How did she do it?

A student raises her hand and ventures: “She created a new brand name for the sauce?”

Mr. Maggiore smiles. That’s right–Prego. It soon captured the pasta sauce market, and is still there today. Ask an average person who owns Prego and they won’t know, unless they’ve seen the small Campbell’s logo on the back of the jar.

In the end, marketing is a battle of perceptions, not products.

Dick Maggiore is just one of the speakers that marketing students will have the privilege to hear in class this year. What a great opportunity to dovetail theory and practice (and network with some of the best in the field!)

Find out more about Grove City College’s marketing program here.

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Internship Spotlight: Nich Leaman

Nich Internship Experience SmallNich Leaman ‘17 is a Finance and Accounting major from Lancaster, PA. Nich interned with Inca Link in Quito, Ecuador.

  1. Where did you intern this summer and what was your position title?

Last summer I interned with Inca Link in Quito, Ecuador. Inca Link is made up of multiple missions organizations that reach youth in Latin America with Christ’s love through evangelism and discipleship. As a summer intern, I worked on financial projects for Inca Link, lead short term missions teams that came to Quito throughout the summer and was involved with Cumbre Alta, a sports discipleship ministry.

  1. How did you secure your internship?

After going to Ecuador with Grove City’s soccer team in the summer of 2014, I felt called to go back to Ecuador. I contacted the Coach of Cumbre Alta, one of the teams we played, who connected me with the missions organization, Inca Link which supports Cumbre Alta. I worked with Inca Link to create an internship that would encompass both finance and soccer. I was blown away by the support from my family and friends which helped make my summer internship possible.

  1. What are the top three takeaways you learned while interning?
  1. Leadership

I have participated in short term missions in the past, but this internship was my first experience leading people. I enjoyed answering questions and solving problems. I also had the chance to lead soccer practices for a younger soccer team. I learned skills that will help me in whatever career I end up pursuing.

  1. Missions is Hard

I was only in Ecuador for two months, but I learned how much missionaries sacrifice to perform their jobs. While the work was extremely rewarding, it was not easy. Through my internship with Inca Link I got a taste of what missions work would be like if God called me to return to Ecuador or somewhere else in the future.

  1. Learned to Rely on God

I learned quickly that I did not have enough energy for what was required of me every day. I worked on Inca Links’s financials and prepared the house for new missions teams during the day and practiced with Cumbre Alta at night. I often felt inadequate, but I learned to trust in God and lean into Him for my strength. I could not have gotten through every day without trusting God to give me enough energy for the day.

  1. Do you have any advice for students who are looking for internships?

My advice would be to start early and use your connections. I knew I loved Ecuador after my trip with the soccer team, but didn’t know all the opportunities existed with Inca Link. Grove City’s soccer team’s relationship with Cumbre Alta eventually lead to my internship. I loved my internship with Inca Link and it was much more than just a summer internship. I hope more Grove City students take the opportunity to serve in Ecuador in the future.

  1. What was your favorite part of the internship?

My favorite part of my experience was definitely the relationships! I built great friendships with other Inca Link interns. We spent the first week all together in Quito before traveling to our different locations. I also built great relationships with the people who worked for Inca Link. Our house parents were strong Christians and we had many great conversations. But the best part of my internship was the friendships I made with Cumbre Alta players. Although my Spanish improved by the end of my time in Ecuador, I did not speak the language very well so often times it was challenging to communicate with the players. But I was surprised by how easy it was to connect over soccer. It was great to see how a passion for soccer could unite completely different people. I am really thankful for my time in Ecuador and all the relationships I was able to build.

  1. How will your internship experience serve you in your career search?

My experience with Inca Link and Cumbre Alta opened my heart to missions and to Ecuador. I love soccer and finance and this internship allowed me to put my two passions together. I am not sure where God will call me after graduation, but I know my internship with Inca Link taught me leadership skills and to rely on God for my strength.

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Internship Spotlight: Andrea Howe

Bayer Andrea InternAndrea Howe, December ‘15, is a Marketing Management major from Rochester, NY. Andrea interned at Bayer Material Sciences.

  1. Where did you intern last summer and what was your position title?

I interned at Bayer Material Sciences in Pittsburgh, PA, as a Supply Chain Intern. There are seven departments within supply chain and I was specifically assigned to the Center of Experts. My department consisted of veteran supply chain employees who focus on strategy, data analysis and process improvement for the whole supply chain center and different business units.

  1. How did you secure your internship?

I started looking for an internship last fall semester and applied to as many companies as I could. I ultimately found my internship by working with Grove City’s Career Services Office. My advisor recommended an internship with Bayer Material Sciences. I went to the information session that Bayer hosted on campus and arrived early to introduce myself to the recruiters. A few weeks later after an interview, I received an internship offer.

  1. What are some of the top things you learned while interning?

It is hard to condense everything I learned last summer into a few takeaways, but here are two of the main things that I learned.

  1. I learned how large corporations operate and specifically how the supply chain supports the company as a whole.

Before my internship, I did not have much exposure to supply chains. Bayer Material Sciences is a large corporation with many different business units. While most business units are looking to create more profit for the company, the supply chain unit wants to cut costs and make the whole company more efficient. Grove City has taught me to think strategically and with my internship, I began to apply what I have learned in the classroom.

  1. Public speaking and communications skills are really important.

During my internship, I had weekly presentations in front of a leadership team where I was required to work with PowerPoint and Excel. I began to appreciate how well Grove City College has prepared me for the business world. In my business classes I learned how to communicate effectively, sharpening my oral and written communication skills. Grove City has given me plenty of opportunities to practice working within a team both in class projects and a business plan competition. Without these experiences in class and in outside projects, I would not have been as successful in my summer internship.

  1. Do you have any advice for students who are looking for internships?

I would offer two pieces of advice that helped me obtain my internship. First know yourself! Take the time to figure out your strengths and weaknesses and be able to articulate them. Know how to express your accomplishments in your different activities and leadership roles. Second, take advantage of all the opportunities Grove City College offers within the Career Services Office. Participate in mock interviews, the career fair and information sessions.

  1. What was your favorite part of your internship?

I really appreciated Bayer’s well-developed internship program. I was given meaningful projects that impacted the success of the company. My favorite part of my internships was the people that I worked with. I formed great relationships with my manager, co-workers and also other supply chain interns.

  1. How will your internship experience serve you in your career search?

After an extensive interview process towards the end of my internship, I was offered a full time job after graduation. My internship at Bayer Material Sciences allowed me to apply all the communication and business skills I have learned at Grove City and I feel more prepared for entering the marketplace after graduation.