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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.

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slide1

Platinum

Sponsor:

Overview of Competition Rules & Product Draft

October 7, 2008

agenda
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

slide4

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
calendar immediate actions
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

calendar
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
1 brand manager contact
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
2 stp presentations
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
3 media selections
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
1 promotional period
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
rules
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)
rules1
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!
rules2
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
slide18

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