Platinum
Sponsor:
Introductions
Blaire Fraser
Secretary of Transportation
Tonya Fenske
Secretary of Labor
Blake Hamill
Secretary of the Treasury
Alissa Menovich
Secretary of Commerce
Alix Reisinger
Secretary of the Interior
Aviva Tropp
Secretary of Education
Agenda
• Competition Overview
• Competition Basics
• Important Points
• Website Overview
• Calendar
• Q&A
ANNUAL KELLOGG MARKETING COMPETITION
Teams of students market real products to the
Kellogg student body in a creative way.
What is
it?
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
•
•
5 students per team
No former marketing experience necessary
The Product
•
•
13 products from various companies
Product assignment is random
•
Develop Segmentation, Targeting & Positioning (STP)
presentation 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!
The
Marketing
Plan
WHAT IS IT LIKE?
What’s In It For You?
 Gain hands on marketing experience through training and
executing an end-to-end marketing campaign for real
consumer products
 Interact with the brand managers of your product
 Have your work judged by current brand managers and
marketing professionals from top consumer companies
 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 and a quintessential Kellogg experience!
SPONSOR COMPANIES…
PRODUCTS FROM YEARS PAST…
COMPETITION BASICS:
THE PLAN AND THE BUDGET SYSTEM
The Plan
Structural
Overview
•
Brand Strategy: STP
•
4Ps:
• Product
• Price
• Promotion
• Placement
•
Everyone gets a handbook with marketing basics and rules
•
Training sessions about STP and the 4P’s held at the beginning of
the competition
•
Bid for promotional opportunities and TG booth placement
•
Each team gets reimbursed for up to $150 of out of pocket expenses
EXPECTATIONS OF CONDUCT
•
$150 “security” deposit required
•
Must get approval for promotional material before public view – Due for Review
October 28th
•
Be creative! In the spirit of developing your own ideas, please refrain from
asking Second Years for advice
•
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 past, several teams were impacted by administration cracking down
on “inappropriate” campaigning. Remember that there are prospective
students 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 for competition information:
http://www.kellogg.northwestern.edu/akmc
Questions may also be emailed to any of the following people:
Blaire Fraser: bfraser2009@kellogg.northwestern.edu
Tonya Fenske: tfenske2009@kellogg.northwestern.edu
Blake Hamill: bhamill2009@kellogg.northwestern.edu
Alissa Menovich: amenovich2009@kellogg.northwestern.edu
Alix Reisinger: areisinger2009@kellogg.northwestern.edu
Aviva Tropp: atropp2009@kellogg.northwestern.edu
CALENDAR
2008 AKMC Team Application
You know you’re the best – now prove it by applying:
•
•
Answer the following questions (please limit total length to 2 power point slides, 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
Condi Rice
crice2010
847-123-4567
Team Member
Barak Obama
bobama2010
847-123-4568
Team Member
Sara Palin
spalin2010
847-123-4569
ahuffington2010
847-123-4560
gw2010
847-123-4561
Team Member
Team Member
Arianna Huffington
George W
•
Applications will be judged based on creativity, passion for marketing and brand insight
•
Email your application and team roster to Alix Reisinger (areisinger2009@kellogg northwestern.edu)
• Make sure file is <2MB in order to ensure delivery
Materials are due on Saturday, Oct. 4th before Midnight!
Q&A
Thanks for coming!