The 2007 Annual Kellogg Marketing Competition!

1. Platinum Sponsor: MARKET The 2007 Annual Kellogg Marketing Competition!

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 a Marketing Plan 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!) What’s the objective? • Test your marketing prowess, get hands-on marketing experience to talk about in interviews, 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) 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!

6. WHAT IS IT LIKE?

7. What’s In It For You? • It’s a chance to run an end-to-end marketing campaign for real consumer products • 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

8. SPONSOR COMPANIES…

9. PRODUCTS FROM YEARS PASSED…

10. 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 and other promotion tactics • Each Team gets reimbursed for $150 for out of pocket expenses The Budget System

11. 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:

12. 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!

13. 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: Annie Moon: amoon2008 Eric Epstein: eepstein2008 Gita Gidwani: ggidwani2008 Jessica Zazworsky: jzazworsky2008 Jimmy Bennett: jbennett2008 Steve Dumas: sdumas2008

14. CALENDAR • Deadline for Application Submission of TeamsSaturday, October 6th, 2007, before Midnight, Email: sdumas2008@kellogg.northwestern.edu • Announcement of Accepted Teams Sunday, October 7th, 2007, by midnight • Mandatory Kickoff Meeting and Product AssignmentsTuesday, October 9th, 2007, 12:15 PM • Deadline for Contacting Product Managers Friday, October 12th, 2007, 5pm • STP Marketing Plan Presentations Wednesday, October 24th, 2007, 9am • Promotional Materials DueTuesday, October 30th, 2007, 5pm • Campaign Launch (i.e., hang up promotional materials)Thursday, November 1st, 2007 • All Promotional Materials Must be RemovedWednesday, November 7th, 2007, 5 pm • Final Event: “Sell” Your Product at Kellogg “Mega Mart” TGFriday, November 9th, 2007, 5:00 - 7:30 pm

15. Team Name Justin Timberlake Kevin Federline Name Jennifer Lopez Britney Spears Beyoncé bspears2009 Email jlo2009 jtimberlake2009 bknowles2009 kfed2009 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 2007 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, not including roster page): • 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: • Remember, this is a marketing competition – feel free to get creative! • Email your application and team roster to Steve Dumas (sdumas2008@kellogg northwestern.edu) • Make sure file is <2MB in order to ensure delivery • Materials are due on Saturday, Oct. 6th before Midnight!

16. Q&A Thanks for coming!