The 2007 Annual Kellogg Marketing Competition!

MARKET

PlatinumSponsor:

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

Test your marketing prowess, get hands-on marketing experience to talk about in interviews, 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 a Marketing Plan2. Promotion period3. Final "selling" event during a Kellogg TG.

(You’ll be at TG anyway, might as well have a chance at winning fame and fortune!)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

• Create awareness and demand for your product through posters, emails, and MANY more creative tactics.

The Product

The Promotion

al Campaign

• Develop Segmentation, Targeting & Positioning (STP) and present it to a panel of professors, students, and marketing professionals

The Marketing

Plan

• Have fun “selling” your product at a Kellogg TG• You could win bragging rights and prizes!

The Final Event

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:

• 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 and other promotion tactics

• 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:

Annie Moon: amoon2008Eric Epstein: eepstein2008

Gita Gidwani: ggidwani2008Jessica Zazworsky: jzazworsky2008

Jimmy Bennett: jbennett2008Steve Dumas: sdumas2008

CALENDAR• Deadline for Application Submission of Teams

Saturday, October 6th, 2007, before Midnight, Email: sdumas2008@kellogg.northwestern.edu

• Announcement of Accepted Teams Sunday, October 7th, 2007, by midnight

• Mandatory Kickoff Meeting and Product AssignmentsTuesday, October 9th, 2007, 12:15 PM

• Deadline for Contacting Product Managers Friday, October 12th, 2007, 5pm

• STP Marketing Plan PresentationsWednesday, October 24th, 2007, 9am

• Promotional Materials DueTuesday, October 30th, 2007, 5pm

• Campaign Launch (i.e., hang up promotional materials)Thursday, November 1st, 2007

• All Promotional Materials Must be RemovedWednesday, November 7th, 2007, 5 pm

• Final Event: “Sell” Your Product at Kellogg “Mega Mart” TGFriday, 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:

• Remember, this is a marketing competition – feel free to get creative!

• Email your application and team roster to Steve Dumas (sdumas2008@kellogg northwestern.edu)• Make sure file is <2MB in order to ensure delivery

Materials are due on Saturday, Oct. 6th before Midnight!

Team Name Name Email Phone

Team Contact Justin Timberlake jtimberlake2009

847-123-4567Team Member Britney Spears bspears2009 847-123-4568Team Member Beyoncé bknowles2009 847-123-4569Team Member Jennifer Lopez jlo2009 847-123-4560Team Member Kevin Federline kfed2009 847-123-4561

Q&A

Thanks for coming!