Transcript Annual Kellogg Marketing Competition 2006

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
Lisa Nagatoshi
David Sweeney
Aaron Williams
“Tide To Go”
“Glad Force Flex”
“Life Savers”
“Tide To Go”
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 STP
2.
3.
What’s
the
objective
?
Promotion period (Hanging up posters,
stuffing mailboxes, commericals, etc)
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!)
Test your marketing prowess 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)
The
Promotional
Campaign
•
Promote your product creatively through posters, mailbox
stuffers, etc. Create awareness of your product’s
positioning.
The Final
Event
•
•
Have fun “selling” your product at a Kellogg TG
You could win a prize!
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:
THE PLAN AND THE BUDGET SYSTEM
The Plan
•
•
•
The
Budget
System
•
•
Brand Strategy: STP
4Ps:
– Product
– Price
– Promotion
– Placement
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
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:
Chas Carol: ccarol2007
Brian Gum: bgum2007
K-Tjen Khong: kkhong2007
Lisa Nagatoshi: lnagatoshi2007
David Sweeney: dsweeney2007
Aaron Williams: awilliams2007
CALENDAR
•
Deadline for Application Submission of Teams
Saturday, October 14, 2006, Midnight, Email: Lisa (lnagatoshi2007)
•
Announcement of Accepted Teams and Product Assignments
Monday, 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 Professors
Monday, October 30, 2006
•
Promotional Materials Due
Monday, November 6, 2006, 5pm
•
Campaign Launch (i.e., hang up promotional materials)
Thursday, November 9, 2006
•
All Promotional Materials Must be Removed
Wednesday, November 15th, 2006, 5 pm
•
Final Event: “Sell” Your Product at Kellogg “Mega Mart” TG
Friday, 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:
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
Email your application and team roster to Lisa Nagatoshi (lnagatoshi2007)
Materials are due on Saturday, Oct. 14th at midnight!
Q&A
Thanks for coming!