Transcript Annual Kellogg Marketing Competition 2006

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 (sdumas2008@kellogg 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!