Alumni Report 2015 – Consumer Goods

If you are wondering what top B-schools alums are doing after graduating from b-schools, this annual report from InsideIIM (refer here for last year’s reports) would help you get a peek into the cohort of these alums across various industries.

The purpose of this edition of report is to provide the readers with a top level understanding of what is the concentration of graduates from top B-schools across industries. The numbers presented in the report are a result of the secondary research from the publicly available data on the website LinkedIn and hence, should be interpreted cautiously. The basic motive of this report is to point out a broad trend and we are not obsessing about pin-point accuracy.

Top B-schools in India are divided into two categories based on the years in which they were established. The rationale behind such as a selection criterion is to ensure that the alum base is strong and comparable for the B-schools under comparison. As there was no top B-school established between 1965 and 1973, the cut-off year chosen for dividing the schools is taken to be 1965. This criterion divides the schools in two clusters – Cluster 1 – Pre-1966 and Cluster 2 – Post 1966 – having 8 schools in each cluster.

The table summarizes these clusters with the year of establishment.

cluster

 

Though the absolute number of alums working in various sectors is presented in the report, analyses are presented in percentage terms to cancel out the effect of different alum bases. For example, TISS has only 60 students. It churns out as many students in 10 years what IIMs do in 2. The second of the three reports in this year’s edition focuses on Sales & Marketing.

This is our second report in the 2015 series on Top Consumer Goods companies in India. For the report on Banking and Finance, click here.

 

Analysis of Alumni in Consumer Goods Companies

 

A total of 19 companies were considered for obtaining a holistic picture of alumni of B-schools working in the marketing domain. The list of companies is considered to be a comprehensive representation of the popular recruiters across various top B-schools.

 

Key Takeaways

1) The advantage of being an older school is reduced greatly as FMCG companies tend to visit many campuses and hire from a range of schools unlike in Banking or Consulting. Even lateral movement is easier once you are in the industry. Your business school does not matter as much.

2) Specialization helps. For e.g. NITIE alumni dominate Supply chain roles in most FMCG companies. XLRI dominates HR. MDI and SPJIMR are also making impact with their specializations.

3) Location matters – Gurgaon based FMCG firms do hire more from top schools in NCR and Mumbai-based FMCG firms do have a bias towards top schools in Bombay.

3) It is possible that many consumer goods companies prefer talent from the supposedly lower ranked schools because they are valued more there and hence get the best talent from those schools.

4) FMCG hiring is more process driven and engagement with campuses is strong. It is less likely to be influenced by whims of MDs or VPs of companies which is often the case in many banking and consulting firms.

 

The Pre 1966 Top Business Schools

Given below is the raw data from LinkedIn for the 8 Schools in this cluster of schools established prior to 1966. Please note that –

1) No filtration has been done for job profile. Hence, the figures below represent every role and domain – the numbers below include alumni in Sales & Marketing, Operations, IT, Corporate Finance, HR and other domains.

2) All possible business of a sales and marketing company have been considered. For e.g. – HUL below consists of employees from Hindustan Unilever , Unilever etc. Cadbury includes employees from both Cadbury and Mondelez International.

 

fmcg-alumni-report-2015-insideiim-pre-1966estd-business-schools

 

The analysis done below gives a detailed look into:

1) Company wise slicing of Alumni across Pre-1966 Estd B-Schools

2) Cumulative percentage of alumni working in different companies

 

% of Alumni for each Company in Top Schools from all Alumni working in the Top Schools Considered

alumni-report-2015-insideiim-fmcg-companyslicing-pre1966

 

In the above table, wherever the percentage of total alumni from a B-school in a particular company crosses 20%, it has been marked in Orange.

It is to be noted that most of the marketing companies have more or less equal representation from all the 8 B-schools. Unilever, Procter & Gamble, ITC have the highest number of alumni from this cluster of top B-schools with 39% of the total alumni in the marketing domain working in these coveted companies. Johnson & Johnson seems to have a special preference for IIM Calcutta, JBIMS and NITIE.

XLRI and NITIE as mentioned before have strong alumni bases owing to specializations in HR and Supply Chain respectively. IIFT alumni have a strong presence in companies like Godrej and Britannia.

 

% of Alumni for each School in Top Companies from all Alumni working in the Top Companies Considered

alumni-report-2015-insideiim-fmcg-schoolslicing-pre1966

The above table shows the percentage of alumni from a particular B-school spread across different companies.

IIM Ahmedabad and NITIE have nearly 1/5th of their marketing alumnus working for Procter & Gamble while the same goes for IIFT and TISS in ITC.

1/3rd of all FMCG alumni in top companies from IIM Ahmedabad, IIM Calcutta, JBIMS and NITIE are either in HUL or P&G.

 

The Post 1966 Top Business Schools

Given below is the raw data from LinkedIn for the 8 Schools in this cluster of schools established prior to 1966. Please note that

1) No filtration has been done for job profile. Hence, the figures below represent every role and domain – the numbers below include alumni in Sales & Marketing, Operations, IT, Corporate Finance, HR and other domains.

2) All possible business of a sales and marketing company have been considered. For e.g. – HUL below consists of employees from Hindustan Unilever , Unilever etc. Cadbury inclues employees from both Cadbury and Mondelez International.

3) NMIMS also has many undergrad degrees. The figures for NMIMS could be influenced heavily because of this as B.Com, BBA, B.Sc. Eco grads are also counted along with the post-grad MBA. Also, we have seen many examples of Narsee Monjee College of Commerce and Economics grad label themselves under NMIMS by mistake on LinkedIn.

 

FMCG-alumni-report-2015-insideiim-post-1966-estd-business-schools

 

The analysis done below gives a detailed look into:

1)Company wise slicing of Alumni across Category 1 B-Schools.

2)Cumulative percentage of alumni working in different companies.

 

% of Alumni for each Company in Top Schools from all Alumni working in the Top Schools Considered

alumni-report-2015-insideiim-fmcg-companyslicing-post1966

In the above table, wherever the percentage of total alumni from a B-school in a particular company crosses 20%, it has been marked in Yellow. The above data highlights the forte of IIM Bangalore and IIM Lucknow when it comes to top companies in FMCG like Hindustan Unilever and Procter & Gamble. We see that nearly 51% and 44% of the alumni are from IIM Bangalore and IIM Lucknow in HUL and P&G respectively from all the schools established after 1966. P&G is also seen to recruit heavily from SPJIMR with 30% of the total alumni from this revered college.

We notice that while ITC has a fairly equitable distribution of alumni from all the above colleges, ISB has a formidable presence in Coke.

It can be noticed that IIM Lucknow has established itself as an ‘go-to campus’ for marketing aspirants with formidable presence in almost all major companies in this domain.

NMIMS has a strong presence in companies like Asian Paints,Castrol,Godrej Consumer,Britannia and GSK.

Hindustan Unilever,Procter & Gamble and ITC emerge as the major recruiters in this domain.

 

% of Alumni for each School in Top Companies from all Alumni working in the Top Companies Considered

 

alumni-report-2015-insideiim-fmcg-schoolslicing-post1966

 

The above table shows the percentage of alumni from a particular B-school spread across different companies. Hindustan Unilever emerges as a major recruiter at IIM B with 32% of IIM B’s FMCG alum base at HUL.

50% of IIM Indore’s alumni are at P&G, Unilever and ITC among these 19 companies.

 

IIM Kozikhode has almost 1/5 th of it’s marketing alumni working in Asian Paints.

We can see the effect of location when it comes to MDI – Pepsi, Reckitt Benckiser and Coca-Cola consist of more MDI alumni than other marquee FMCG names.

It is to be noted that since the strength of alumni considered will be different for B-schools, comparison of percentages across B-schools is unwise.

 

Pre-1966 Established Schools – Location (Numbers vary from raw data of companies as source data sets are different)

It seen that marketing roles are spread across the country rather with 34% of the alumni based in cities other than Delhi, Mumbai, Gurgaon and Bangalore. However, Mumbai still seems to dominate the charts with 37% of the alumni working in Mumbai. JBIMS, TISS, NITIE, FMS, IIFT show a regional influence as a higher percentage of alum in the base city.

 From the two graphs shown above, we see that 20% of alumni from Cluster1 B-schools are working abroad with 29% of them working in Singapore and 14% in U.S. Unlike other domains like consulting and finance, marketing jobs are not limited to U.K, U.S and Singapore with a significant 46% working in other foreign locations like Australia, U.A.E etc. Singapore has consistently high number of marketing alumni from all the 8 top B-schools. If we consider table above, we see that IIM Ahmedabad has the highest percentage of alumni working abroad at a whopping 31% followed by TISS at 27% and IIFT at 24%.XLRI seems to have a relatively higher number of alumni based in U.S as compared to the other B-Schools.

 

 

 

 

From the above 3 figures, we can conclude that-

1)HUL and P&G have significantly high number of alumni from these Top B-schools.

2)P&G has the maximum number of alumni posted abroad followed by Coca-Cola, Reckitt Bencikser and Kellogg; all of them having 30% or more of their alumni posted abroad.

3)Singapore has maximum alumni working for marketing companies with 54% of the alumni working in Procter & Gamble and 20% working in Hindustan Unilever/Unilever.

4)Hindustan Unilever/Unilever has the largest proportion of alumni (41%) working in U.K followed by GSK (17%).

5)Johnson & Johnson, Pepsi and P&G have the highest number of alumni working in U.S.

6)Mumbai has the highest number of domestic employees in the marketing sector for these top B-schools with 710 employees and almost 1/5th of these employees work in Hindustan Unilever.

7)Hindustan Unilever Limited and ITC have the highest proportion of employees in Gurgaon while Nestle and Pepsi dominate the scence in Bangalore.

 

Post 1966 Estd Schools – Locations (Numbers vary from raw data of companies as source data sets are different)

 

 

It is seen that marketing roles are spread across the country rather with 27% of the alumni based in cities other than Delhi, Mumbai, Gurgaon and Bangalore. However, Mumbai still seems to dominate the charts with 43% of the alumni working in Mumbai. NMIMS and SPJIMR show a regional influence as a higher percentage of alum are working in the base city.

 

 

 

From the above 2 figures, we see that 29% of alumni from Cluster 2 B-schools are working abroad with 16% of them working in Singapore and 14% in U.S and U.K combined. Unlike other domains like consulting and finance, marketing jobs are not limited to U.K, U.S and Singapore with a significant 70% working in other foreign locations like Australia, U.A.E, etc. An interesting observation is that alumni from category 1 B-schools are more concentrated in U.K,U.S, Singapore (=54%) than alumni from category 2 B-Schools (=30%). Singapore has consistently high number of marketing alumni from all the 8 top B-schools. MDI has a significantly high number of alumni working in U.K while IIM K, IIM I and IIM B have relatively higher number of alumni working in U.S. If we consider Fig 8, we see that NMIMS has the highest percentage of alumni working abroad at a whopping 53% followed by IIM B  at 28% and ISB at 26%.

 

From the above 3 figures, we conclude that,

1)HUL and P&G have significantly high number of alumni from these Top B-schools.

2)Loreal has the maximum percentage of alumni posted abroad followed by Perfetti Van Melle and GSK; all of them having 35% or more of their alumni posted abroad.

In terms of absolute number of alumni posted abroad, P&G leads that table followed by Hindustan Unilever and GSK.

3)Singapore has maximum alumni working for marketing companies with 60% of the alumni working in Procter & Gamble and 19% working in Hindustan Unilever/Unilever.

4)GlaxoSmithKline has the largest proportion of alumni (30%) working in U.K followed by Hindustan Unilever/Unilever (25%) and Reckitt Benckiser (23%).

5)Johnson & Johnson, HUL and P&G have the highest number of alumni working in U.S.

6)Mumbai has the highest number of domestic employees in the marketing sector for these top B-schools with 635 employees and more than 1/5th of these employees work in Hindustan Unilever.

7)Pepsi and Coca-Cola have the highest proportion of employees working in Gurgaon while HUL has almost 35% of the total employees working in marketing vertical from these B-schools in Bangalore.

 

For previous year’s reports, please click here. To read other reports from 2015 edition, click here.

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This report has been created by Student Team InsideIIM members – Manvi, Shubham, Srihari, Aditya and the Sector Lead for this report – Saikat Roy with inputs from Ankit Doshi. Please leave your queries for the team below.

Comments

2 comments

Retro

Have you heard of conditional formatting? Why is MDI’s 23% in Pepsi not yellow?
“We can see the effect of location when it comes to MDI – Pepsi, Reckitt Benckiser and Coca-Cola consist of more MDI alumni than other marquee FMCG names.”- These are the BEST names in Marketing!
You may be right- That explains why numbers for IIM I and IIM K for Coke, Pepse, Rekkit Benkiser, ColPal are in single digits! Don’t argue MDI was established in 1973 and bla bla.. MDI’s PGP programme started in 1995.