Annual Kellogg Marketing Competition

2006

The stage is yours…

Platinum Sponsor:

Gold Sponsor:

                             

 

Introductions

Chas Carol“Glad Force Flex”

Brian Gum“Life Savers”

K-Tjen Khong“Life Savers”

Lisa Nagatoshi“Tide To Go”

David Sweeney“Glad Force Flex”

Aaron Williams“Tide To Go”

                             

 

Agenda

• Competition Overview

• Competition Basics

• Important Points

• Website Overview

• Calendar

• Q&A

                             

 

ANNUAL KELLOGG MARKETING COMPETITION

Test your marketing prowess and HAVE FUN!

What is it?

Teams of students market real products to the Kellogg student body in a creative way.

The competition involves:

1. Developing STP

2. Promotion period (Hanging up posters, stuffing mailboxes, commericals, etc)

3. Final "selling" event during a Kellogg TG. (You’ll be at TG anyway, might as well have a chance at winning fame, glory and fabulous prizes!)What’s

the objectiv

e?

                             

 

WHAT DOES IT INVOLVE?

The Team• 4-5 students per team• No former marketing experience necessary

• 13 products from various companies• Product assignment is random

• Promote your product creatively through posters, mailbox stuffers, etc. Create awareness of your product’s positioning.

The Product

The Promotion

al Campaign

• Develop Segmentation, Targeting & Positioning (STP)The

Marketing Plan

• Have fun “selling” your product at a Kellogg TG• You could win a prize!

The Final Event

                             

 

WHAT IS IT LIKE?

                             

 

WHAT IS IT LIKE?

                             

 

What’s In It For You?

It’s a chance to run an end-to-end marketing campaign for a real life product

It’s a chance to compete against your fellow classmates

It’s something to talk about in your marketing interviews.

It’s a lot of fun.

                             

 

SPONSOR COMPANIES…

                             

 

PRODUCTS FROM YEARS PASSED…

                             

 

COMPETITION BASICS:

• Brand Strategy: STP• 4Ps:

– Product– Price– Promotion– Placement

The Plan

The Budget System

The Budget System

• Each team gets 100 Bid Points for its Promotions– Relationship marketing– Wild Postings/Guerilla marketing– Interactive marketing

• Each team gets another 100 Bid Points for “selling event” at TG– In-store circulars– Booth placement– Product sampling

• Each Team gets reimbursed for $150 for out of pocket expenses

THE PLAN AND THE BUDGET SYSTEM

                             

 

COMPETITION BASICS –

The “Selling” Event

The Promotions

The Plan• Design• Execution

• Student Body Feedback

• AKMC Committee

• Revenues• Event Execution

5050

50

50

5050

Points possible

•Grand Prize•Special Awards

100

100

100

300TOTAL POSSIBLE:

THE JUDGING SYSTEM

                             

 

EXPECTATIONS OF CONDUCT

• $150 “security” deposit required

• Must get approval for promotional material before public view

• Refrain from using images, language or innuendos which would be inappropriate, distasteful, or adult in nature (keep it PG – kids come to TG too!)– In years passed, several teams were impacted by

administration cracking down on “inappropriate” campaigning. Remember that there are prospectives and companies visiting Kellogg all the time

• Post and promote only what, where, and how you were authorized to post and promote (honor code applies)

• Respect yourself, your classmates, our visitors, and your school

• You are encouraged to share your marketing plans with your sponsors after the competition. Make us proud!

                             

 

OVERVIEW OF WEBSITE

The source of Competition Information:http://www.kellogg.northwestern.edu/akmc

Questions may also be emailed to any of the following people:

Chas Carol: ccarol2007Brian Gum: bgum2007

K-Tjen Khong: kkhong2007Lisa Nagatoshi: lnagatoshi2007David Sweeney: dsweeney2007Aaron Williams: awilliams2007

                             

 

CALENDAR• Deadline for Application Submission of Teams

Saturday, October 14, 2006, Midnight, Email: Lisa (lnagatoshi2007)

• Announcement of Accepted Teams and Product AssignmentsMonday, October 16, 2006, 12:15 PM (Mandatory Meeting)

• Deadline for Contacting Product Managers to Arrange Product Shipping Wednesday, October 18, 2006, 5pm

• Deadline for Submitting STP Marketing Plan Sunday, October 22, 2006, 5pm

• STP Marketing Plan Returned with Feedback from ProfessorsMonday, October 30, 2006

• Promotional Materials DueMonday, November 6, 2006, 5pm

• Campaign Launch (i.e., hang up promotional materials)Thursday, November 9, 2006

• All Promotional Materials Must be RemovedWednesday, November 15th, 2006, 5 pm

• Final Event: “Sell” Your Product at Kellogg “Mega Mart” TGFriday, November 17, 2006, 5:00 - 7:30 pm

                             

 

2006 AKMC Team Application

You know you’re the best – now prove it by applying:• Answer the following questions (please limit total length to two pages):

1) Introduce your team to us and help us understand why your team should be selected to participate in AKMC.

2) What is your favorite brand? In your response, please include an analysis of why it is successful.

• Complete the following team roster:

• Email your application and team roster to Lisa Nagatoshi (lnagatoshi2007)

Materials are due on Saturday, Oct. 14th at midnight!

Team Name: Sample Team Roster

Name Email Phone

Team Contact Ryan Seacrest rseacrest2008 847-123-4567

Team Member Paula Abdul pabdul2008 847-123-4568

Team Member Randy Jackson rjackson2008 847-123-4569

Team Member Simon Cowell scowell2008 847-123-4560

Team Member Kelly Clarkson kclarkson2008 847-123-4561

                             

 

Q&A

Thanks for coming!