How an internship at Shell made Ankur a Marketing Strategy wizard -By Ankur Parmar from IIM Kozhikode

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Shell is a Fortune 5 Company in terms of revenue. Shell is touted to be the most diversified international oil company in India's energy sector. It is a big brand to be associated with. On discussing the opportunity of an internship at Shell, I was told that the work culture is great. Considering all aspects of my professional life, an internship at Shell seemed organic. Prior experience in the Auto sector aligned well and showed consistency on my CV. Having a Mechanical Engineering background tipped the scales in favor of an internship at Shell.

What is the selection process for an internship at Shell?

The selection process for an internship at Shell was rigorous and comprised of the following steps:

1. Quantitative Test
2. Psychometric Test
3. Video Interview

The selection process for an internship at Shell starts with a Quantitative test. This is followed by a Psychometric Test. Shortlisted candidates are invited for video interviews. We had to work on a 30 page case-let for the Final Interview. The interview was exhausting and lasting up to 2 hours. For being selected for the internship, the background of the candidate is also considered.

What was your role during the Internship at Shell?

For my internship at Shell, I was given the role of Marketing Strategy for a new product launch. I was able to enhance skills such as Creative Advertising Tactics, Product Launch techniques, Distribution Channel Knowledge, Promotional Plan & Brand Positioning, Defining CVP, Consumer Understanding, Communication, Networking, MS Excel-PPT, etc. Prior to the internship I did not imagine that I would get to touch upon these many attributes of marketing. It was an eye opener and an execution of subject matter acquired in classrooms.

To intern at Shell I had to move to Gurgaon in the NCR region of Delhi. Working out of their Corporate office was a great experience. These were the most memorable two months of my life. During these 2 months, I got an opportunity to interact with Business Leaders, Senior Leadership and forged indispensable bonds. As the office space is designed to be small and open, everyone has access to everyone.

There was a lot of learning and unlearning involved. But then there were also outings with other interns over the weekend! In a true working man fashion, weekends were the highlight of our week!

What did I learn during my internship?

It was very exciting to work on a Project with the Brand Manager directly and getting access to different markets through visits. Mentoring and support by CXO level leaders made the learning more direct. It also made me feel special. Knowing that the CXOs are putting in conscious effort into my professional growth.

During my internship, I learned a valuable lesson. BTL Advertising plays an important role when companies have a smaller market share and cater to niche segments. Focus on insights generation from Target group is important. Premium Brands only promote their elite product for which customers can aspire for. Competition Bench-marking plays a vital role in new product launch.

Travel opportunities during my internship

One such market visit was to Hyderabad. Although the travel was official but the tone of travel was friendly and informal. The Brand Manager was traveling with me and the Regional Manager was guiding us through the Market. We were joined by Distributor Representatives. Lunch at Bavarchi for famous biryani and informal discussions about life, career and other interests. This was an intimate moment with the team that will remain etched in my memory for life. This was followed by shopping at the iconic IKEA store.

What was the work culture at Shell?

My internship at Shell gave me insights into what it will be like working at Shell. Working at Shell was a well-rounded experience and if presented with the opportunity, I would love to take it. Focus on Health and Safety of employees and exposure to the Leadership team were the key factors to consider working with Shell. Also, as I mentioned it's a Big brand to provide global exposure. Another being that it was my dream to work with F1 racing in the future where Shell sponsors Ferrari!

What did I learn during my internship at Shell?

I cannot talk about my internship at Shell without mentioning the 2 day Induction that took place in Bangalore! We went to Shell Technology Center with all safety jackets, glasses and shoes. It was an amazing experience to meet the technology leadership team and see labs equipped with high end technology. Shell focusses on Innovation and to minimize carbon footprint with high focus on safety was one of my best learnings.

During market visits, I had lunch with Sales representatives and the conversations about their life style and the market will stay with me forever. One more interesting incident was when the HR travelled straight from Bangalore to Gurgaon to conduct our Convocation process with a yummy big Cake and pizza party along with the leaders. Also, the late night parties with Co-Interns in Sector 29 and Hauz Khas has given me good friends for life.

The special moment when I spoke to the MD at Shell!

Throughout the Internship I didn’t get time to connect with the MD. But on the last day when I was in the cafeteria which is in the center of the office, me and one of my friends, also an intern, got the chance to meet the MD of Shell India. We had a discussion about our experience at Shell. I am amazed by the interns were respected. And the enthusiasm business leaders' show to listen to our ideas.