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
ANNUAL KELLOGG MARKETING COMPETITION Test your marketing prowess, get hands-on marketing experience to talk about in interviews, and HAVE FUN! 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.Promotion period 3.Final "selling" event during a Kellogg TG. (You’ll be at TG anyway, might as well have a chance at winning fame and fortune!) What’s the objective?
WHAT DOES IT INVOLVE? The Team 5 students per team No former marketing experience necessary 13 products from various companies Product assignment is random Create awareness and demand for your product through posters, emails, and MANY more creative tactics. The Product The Promotional Campaign Develop Segmentation, Targeting & Positioning (STP) presentation and present it to a panel of professors, students, and marketing professionals The Marketing Plan Have fun “selling” your product at a Kellogg TG You could win bragging rights and prizes! The Final Event
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!
COMPETITION BASICS: Brand Strategy: STP 4Ps: Product Price Promotion Placement The Plan Structural Overview 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 THE PLAN AND THE BUDGET SYSTEM
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/http://www.kellogg.northwestern.edu/akmc Questions may also be emailed to any of the following people: Blaire Fraser: firstname.lastname@example.org@kellogg.northwestern.edu Tonya Fenske: email@example.com@kellogg.northwestern.edu Blake Hamill: firstname.lastname@example.org@kellogg.northwestern.edu Alissa Menovich: email@example.com@kellogg.northwestern.edu Alix Reisinger: firstname.lastname@example.org@kellogg.northwestern.edu Aviva Tropp: email@example.com@kellogg.northwestern.edu
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: 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. 4 th before Midnight! Team Name NameEmailPhone Team ContactCondi Ricecrice2010847-123-4567 Team MemberBarak Obamabobama2010847-123-4568 Team MemberSara Palinspalin2010847-123-4569 Team MemberArianna Huffingtonahuffington2010847-123-4560 Team MemberGeorge Wgw2010847-123-4561