Platinum Sponsor: Introductions Annie Moon “Zizzlinger” Eric Epstein “Pop Tarts” Gita Gidwani “Clorox Anywhere” Jessica Zazworsky “Quaker Oatmeal to Go” Jimmy Bennett “Mandarin Oranges” Steve Dumas “Pop Tarts” Agenda • Competition Overview • Competition Basics • Important Points • Website Overview • Calendar • Q&A ANNUAL KELLOGG MARKETING COMPETITION What is it? Teams of students market real products to the Kellogg student body in a creative way. The competition involves: 1. Developing a Marketing Plan 2. 3. What’s the objective? Promotion period Final "selling" event during a Kellogg TG. (You’ll be at TG anyway, might as well have a chance at winning fame and fortune!) Test your marketing prowess, get hands-on marketing experience to talk about in interviews, and HAVE FUN! WHAT DOES IT INVOLVE? The Team • • 4-5 students per team No former marketing experience necessary The Product • • 13 products from various companies Product assignment is random The Marketing Plan • Develop Segmentation, Targeting & Positioning (STP) and present it to a panel of professors, students, and marketing professionals The Promotional Campaign • Create awareness and demand for your product through posters, emails, and MANY more creative tactics. The Final Event • • Have fun “selling” your product at a Kellogg TG You could win bragging rights and prizes! WHAT IS IT LIKE? What’s In It For You? It’s a chance to run an end-to-end marketing campaign for real consumer products Go head to head against your fellow classmates for prizes and bragging rights It’s something to talk about in your marketing interviews It’s a LOT of fun SPONSOR COMPANIES… PRODUCTS FROM YEARS PASSED… COMPETITION BASICS: THE PLAN AND THE BUDGET SYSTEM The Plan The Budget System • • Brand Strategy: STP 4Ps: – Product – Price – Promotion The Budget System – Placement • 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 and other promotion tactics Each Team gets reimbursed for $150 for out of pocket expenses • • COMPETITION BASICS – THE JUDGING SYSTEM • • The Plan Points possible Design Execution 50 50 100 The Promotions • • Student Body Feedback AKMC Committee The “Selling” Event • • Revenues Event Execution TOTAL POSSIBLE: 50 50 100 50 50 100 300 •Grand Prize •Special Awards 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: Annie Moon: amoon2008 Eric Epstein: eepstein2008 Gita Gidwani: ggidwani2008 Jessica Zazworsky: jzazworsky2008 Jimmy Bennett: jbennett2008 Steve Dumas: sdumas2008 CALENDAR • Deadline for Application Submission of Teams Saturday, October 6th, 2007, before Midnight, Email: [email protected] • Announcement of Accepted Teams Sunday, October 7th, 2007, by midnight • Mandatory Kickoff Meeting and Product Assignments Tuesday, October 9th, 2007, 12:15 PM • Deadline for Contacting Product Managers Friday, October 12th, 2007, 5pm • STP Marketing Plan Presentations Wednesday, October 24th, 2007, 9am • Promotional Materials Due Tuesday, October 30th, 2007, 5pm • Campaign Launch (i.e., hang up promotional materials) Thursday, November 1st, 2007 • All Promotional Materials Must be Removed Wednesday, November 7th, 2007, 5 pm • Final Event: “Sell” Your Product at Kellogg “Mega Mart” TG Friday, November 9th, 2007, 5:00 - 7:30 pm 2007 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, not including roster page): 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: Team Name Name Email Phone Team Contact Justin Timberlake jtimberlake2009 847-123-4567 Team Member Britney Spears bspears2009 847-123-4568 Team Member Beyoncé bknowles2009 847-123-4569 Team Member Jennifer Lopez jlo2009 847-123-4560 Team Member Kevin Federline kfed2009 847-123-4561 • Remember, this is a marketing competition – feel free to get creative! • Email your application and team roster to Steve Dumas ([email protected] northwestern.edu) • Make sure file is <2MB in order to ensure delivery Materials are due on Saturday, Oct. 6th before Midnight! Q&A Thanks for coming!