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

2. CONGRATULATIONS!!!

3. AGENDA 1.Calendar & Key Upcoming Dates 2.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 SunMonTuesWedThursFriSat 567 Product Draft 8 STP Crash Course 910 Deadline to Contact Brand Mgr 11 121314151617 Scarce Bids Due 18 Bid Winners Announced 19 Submit STP Presentation to Co-Chair 202122 STP PRESENT- -ATIONS 232425 2627 TG Bids Due 28 Promo Materials Due for Approval 2930 PROMO PERIOD BEGINS 31 Additional TG Bids Due 1 2345 PROMO PERIOD ENDS 67 TG MEGA MART

5. CALENDAR – Immediate Actions PHASE I: STP Crash Course Wednesday, October 8 th, 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 17 th, 5pm Receive scarce resources bid results via email Saturday, October 18 th, 5pm Submit STP presentation (completed with non-scarce resources) to co-chair contact Sunday, October 19 th, before midnight AKMC co-chairs review STP plan presentations via email Monday, October 20 th, before midnight Present STP plans Wednesday, October 22 nd, 9am

6. CALENDAR PHASE II: TG Booth Bids Due Monday, October 27 th, 5pm Promotional Materials Due Tuesday, October 28 th, Noon Campaign Launch (i.e. hang up promotional materials) Thursday, October 30 th, 7:30am All Promotional Materials Must be Removed Wednesday, 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” TG Friday, November 7 th, 5:00 - 7:30 pm

7. PHASE I

8. 1. BRAND MANAGER CONTACT Please contact your brand manager by Friday, October 10 th at 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 22 nd – 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 17 th by 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 2 nd -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. St. Ives Olive Face Scrub Alberto Culver Jet-Puffed Mallowbites Kraft Premium Pasta Sauce Unilever Crest Whitening Expressions, Wintergreen Ice P&G True North Frito Lay Golden Grahams General Mills Hot Tamales Just Born Fiji Water Roll International Greenworks Liquid Dish Soap Clorox Neo-To-Go Johnson & Johnson Eclipse Gum, Germ Kill Formulation Wrigley Bliss Premium Chocolates Hershey’s Fruit Chillers Del Monte

19. Each team will have a co-chair contact, who will email you your brand manager contact info. AKMC TeamBrandCo-ChairContact Email O-Tang ClanPremium Pasta SauceAlissaamenovich2009 I’m SoldNeo-To-GoAlissaamenovich2009 The Multi-Grain MafiaFruit ChillersAlissaamenovich2009 Godiva ConfessionalsHot TamalesAlixareisinger2009 The Lego PeopleOlive Face ScrubAlixareisinger2009 Team Mind the GapFiji WaterAlixareisinger2009 Supreme Team PassionBliss Premium ChocolatesAvivaatropp2009 The Brand-itsTrue NorthAvivaatropp2009 Team Formula OneGolden GrahamsBlairebfraser2009 The Chill PeppersGreenworks Liquid Dish SoapBlakebhamill2009 The LemonheadsEclipse GumBlakebhamill2009 Wii Will Rock YouCrest Whitening ExpressionsTonyatfenske2009 Yes LogoJet-Puffed MallowbitesTonyatfenske2009