1 / 19

Platinum Sponsor :

Platinum Sponsor :. Overview of Competition Rules & Product Draft October 7, 2008. Congratulations!!!. AGENDA. Calendar & Key Upcoming Dates Next Steps Brand Manager Contact STP Overview Media & Promo Plans 3. The Rules of the Game 4. Q&A 5. The Draft. AKMC CALENDAR.

jaclyn
Download Presentation

Platinum Sponsor :

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Platinum Sponsor: Overview of Competition Rules & Product Draft October 7, 2008

  2. Congratulations!!!

  3. AGENDA • Calendar & Key Upcoming Dates • Next Steps • Brand Manager Contact • STP Overview • Media & Promo Plans 3. The Rules of the Game 4. Q&A 5. The Draft

  4. AKMC CALENDAR • Phase I: STP Plan • Teams prepare and present a STP plan for their product • Plans are judged by a panel of brand managers, faculty and co-chairs • Phase II: Promotion • Teams bid on & develop advertising resources to promote their product • Marketing effectiveness is judged through a student survey • Phase III: Selling at TG • Teams design booths and bid on resources used to sell their product at the TG “Mega Mart” • Teams set their product’s “price,” and are judged on revenues and event execution

  5. CALENDAR – Immediate Actions PHASE I: • STP Crash Course Wednesday, October 8th, 12:15 – 1:15pm • Deadline to contact brand managers Friday, October 10, 5pm • Deadline to submit bids for scarce resources via email to Alix (areisinger2009) Friday, October 17th, 5pm • Receive scarce resources bid results via email Saturday, October 18th, 5pm • Submit STP presentation (completed with non-scarce resources) to co-chair contactSunday, October 19th, before midnight • AKMC co-chairs review STP plan presentations via email Monday, October 20th, before midnight • Present STP plans Wednesday, October 22nd, 9am

  6. CALENDAR PHASE II: • TG Booth Bids Due Monday, October 27th, 5pm • Promotional Materials DueTuesday, October 28th, Noon • Campaign Launch (i.e. hang up promotional materials)Thursday, October 30th, 7:30am • All Promotional Materials Must be RemovedWednesday, November 5th, 5pm • Points will be deducted if materials are still present after that time PHASE III: • Final Event: “Sell” Your Product at Kellogg “Mega Mart” TGFriday, November 7th, 5:00 - 7:30 pm

  7. Phase I

  8. 1. BRAND MANAGER CONTACT • Please contact your brand manager by Friday, October 10that 5PM • Schedule potential meeting to discuss product background • You will receive contact details via email by the end of today • You can only contact your brand manager twice: • Initial meeting • After competition to debrief

  9. 2. STP PRESENTATIONS • Each team will make an STP Presentation on October 22nd • Presented to a panel of brand managers, faculty, co-chairs • 10 minutes in length, 5 minutes of Q&A with the judges • Accounts for 1/3 of your overall team score • A STP Presentation template is available on the AKMC website • Your presentation should include the following: • Brand Strategy • Assess market • Identify brand segmentation, positioning, and intended brand perceptions • Media and Promotional Strategy • Describe rationale for media and promotional plans • Media Selections • Select media space based on allocation of 100 PROMO bid points

  10. 3. MEDIA SELECTIONS • Each team receives 100 PROMO bid points to purchase media resources for use during the Promotional Period • These are just some of the resources at your disposal… • Scarce Resources: • Atrium pillars • Atrium balcony billboard • Table tents • Lunchtime guerrilla marketing • Non-Scarce Resources: • Restroom postings • Mailbox stuffings • Mass email • Wild postings • Website • Bids for scarce resources by Friday, October 17thby 5pm • Media strategy should be included in your STP presentation, so we will get the results back to you in time to include them in your deck

  11. PHASE II & III

  12. 1. PROMOTIONAL PERIOD • Each team has a budget of $100 dollars , which they may use to execute their strategy during the Promotional Period and the TG Mega Mart • All materials must be approved by the AKMC co-chairs on 10/28 • This phase accounts for 1/3 of your overall team score 2. TG MEGA MART • Each team will receive 100 TG bid points to purchase resources for the TG Mega Mart • Resources may include: • Booth Location • Risers • TV Monitors • Price Cut • This phase accounts for 1/3 of your overall team score

  13. The Rules of the Game

  14. RULES • Prohibited from asking 2nd-year students about specific tactics used by any teams in previous AKMCs – honor code!!! • Prohibited from engaging in comparative advertising with products competing in 2008 AKMC • Prohibited from receiving marketing materials (signage, etc.) from your brand manager • Honor Code applies (sabotaging other campaigns, abusing survey results, budget)

  15. RULES • Approvals (avoid any lewd, suggestive material, or alcohol references) • Stamps on all posters • Only one school-wide email (if purchased) • Posting only in pre-approved areas • Booth design – avoid messy stuff – you’ll have to clean up • Download a copy of the handbook from AKMC website (available Wednesday) • Please read – it will save a lot of headaches • If you have any questions about your materials, please ask your appointed AKMC co-chair!

  16. RULES • Deposit checks of $100 are due by Friday to Blake Hamill’s mailbox • Please make checks out to Northwestern University • May spend up to $100 on your campaign • AKMC will reimburse expenses • Please use tax-free form; download from website • May not use unreasonable freebies – creates an unfair advantage (see rules for more clarification) • May not supplement the allotted $100 with your own money

  17. Q & A

  18. Jet-Puffed Mallowbites Kraft Fiji Water Roll International Premium Pasta Sauce Unilever True North Frito Lay Golden Grahams General Mills Greenworks Liquid Dish Soap Clorox Neo-To-Go Johnson & Johnson Crest Whitening Expressions, Wintergreen Ice P&G St. Ives Olive Face Scrub Alberto Culver Bliss Premium Chocolates Hershey’s Eclipse Gum, Germ Kill Formulation Wrigley Hot Tamales Just Born Fruit Chillers Del Monte

  19. Each team will have a co-chair contact,who will email you your brand manager contact info.

More Related