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The Interview Process
Sales Fundamentals Screen
Testing your understanding of the different channels: On-Trade (bars/restaurants) vs. Off-Trade (supermarkets/liquor stores).
Joint Business Plan (JBP) Role-Play
You negotiate a massive volume and pricing deal with a tough buyer. You must defend Diageo's premium pricing model against demands for deep discounts.
Cross-Functional Panel
Assessing your ability to execute deals that Finance will actually approve and Supply Chain can actually fulfill.
Real Diageo Interview Questions
Practice these exact questions faced by previous Commercial Manager / Sales (On-Trade & Off-Trade) candidates.
1(On-Trade vs. Off-Trade) You are launching a new premium tequila (like Don Julio 1942). Walk me through the differing strategies for seeding this in high-end nightclubs (On-Trade) versus securing shelf placement in premium grocery retailers (Off-Trade). (Channel Strategy)
2A major supermarket chain buyer demands a 15% promotional discount on Baileys during the critical Christmas trading period, threatening to delist the brand if you refuse. You cannot afford the margin hit. Walk me through your negotiation strategy. (Objection Handling / B2B Negotiation)
3Diageo utilizes complex 'Route to Market' (RTM) strategies involving massive distributor networks. Tell me about a time you had to incentivize a third-party distributor to prioritize your brand over their other, highly profitable non-Diageo portfolios. (Influence without Authority / Channel Management)
4(Joint Value Creation) How do you utilize consumer data (e.g., shopping basket analytics) to prove to a convenience store owner that stocking a more expensive bottle of Tanqueray actually increases their total basket size compared to stocking a cheap, generic gin? (Data-Driven Sales)
5Tell me about a time you walked away from a massive sales deal because the terms would have damaged the long-term brand equity or profitability. (Integrity / Commercial Courage)
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