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Annual Kellogg Marketing Competition 2006

Annual Kellogg Marketing Competition 2006. The stage is yours…. Platinum Sponsor:. Gold Sponsor:. Introductions. Agenda. Competition Overview Competition Basics Important Points Website Overview Calendar Q&A. ANNUAL KELLOGG MARKETING COMPETITION . What is it?.

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Annual Kellogg Marketing Competition 2006

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  1. Annual Kellogg Marketing Competition2006 The stage is yours… Platinum Sponsor: Gold Sponsor:

  2. Introductions

  3. Agenda • Competition Overview • Competition Basics • Important Points • Website Overview • Calendar • Q&A

  4. 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: Developing STP 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!) What’s the objective? Test your marketing prowess and HAVE FUN!

  5. 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!

  6. WHAT IS IT LIKE?

  7. WHAT IS IT LIKE?

  8. 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.

  9. SPONSOR COMPANIES…

  10. PRODUCTS FROM YEARS PASSED…

  11. COMPETITION BASICS: THE PLAN AND THE BUDGET SYSTEM • Brand Strategy: STP • 4Ps: • Product • Price • Promotion • Placement The Plan 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 The Budget System

  12. COMPETITION BASICS – THE JUDGING SYSTEM • Design • Execution Points possible The Plan 50 50 50 50 50 50 100 100 100 300 The Promotions • Grand Prize • Special Awards • Student Body Feedback • AKMC Committee The “Selling” Event • Revenues • Event Execution TOTAL POSSIBLE:

  13. 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!

  14. 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

  15. CALENDAR • Deadline for Application Submission of TeamsSaturday, October 14, 2006, Midnight, Email: Lisa (lnagatoshi2007) • Announcement of Accepted Teams and Product AssignmentsMonday, 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 ProfessorsMonday, October 30, 2006 • Promotional Materials DueMonday, November 6, 2006, 5pm • Campaign Launch (i.e., hang up promotional materials)Thursday, November 9, 2006 • All Promotional Materials Must be RemovedWednesday, November 15th, 2006, 5 pm • Final Event: “Sell” Your Product at Kellogg “Mega Mart” TGFriday, November 17, 2006, 5:00 - 7:30 pm

  16. Team Name: Sample Team Roster Kelly Clarkson Name Simon Cowell Ryan Seacrest Paula Abdul Randy Jackson pabdul2008 Email scowell2008 rseacrest2008 rjackson2008 kclarkson2008 Phone 847-123-4567 847-123-4568 847-123-4560 847-123-4569 847-123-4561 Team Contact Team Member Team Member Team Member Team Member 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): • Introduce your team to us and help us understand why your team should be selected to participate in AKMC. • What is your favorite brand? In your response, please include an analysis of why it is successful. • Complete the following team roster: • Email your application and team roster to Lisa Nagatoshi (lnagatoshi2007) Materials are due on Saturday, Oct. 14th at midnight!

  17. Q&A Thanks for coming!

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