Annual Kellogg Marketing Competition

2006

It’s showtime...are you ready?

Platinum Sponsor:

Gold Sponsor:

                             

 

AGENDA

• Competition Scoring

• Promotional Materials

• TG Resources

• TG Pricing

• Q&A

                             

 

COMPETITION SCORING SYSTEM

The “Selling” Event

The Promotions

The Plan• Design• Execution

• Student Body Feedback

• AKMC Committee

• Revenues• Event Execution

5050

50

50

5050

Points possible

•Grand Prize•Special Awards

100

100

100

300TOTAL POSSIBLE:

                             

 

PROMOTIONAL MATERIALS

•Friendly reminder to create appropriate and tasteful promotional materials

– In years passed, 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

                             

 

CALENDAR

• Deadline to provide one copy of each promotional materialMonday, November 6, 2006, 4pm – 6pm– Schedule one 10-minute session with AKMC

Executive Committee in Room 150– Only one member needs to attend – Sign-up today on scheduling sheet

• Receive approval (or requests for revisions) on promotional materialsMonday, November 6, 2006, Late evening

                             

 

CALENDAR

• Deadline to submit ALL promotional materialsTuesday, November 7, 2006, 4:30pm – 5:30pm– Bring materials to Room 146

• Receive promotional materialsWednesday, November 8, 2006, 5pm– Coordinate with your AKMC co-chair – Materials will have required administration

approvals

• Campaigns launchThursday, November 9, 2006, 7:30am

• Campaigns endWednesday, November 15, 2006, 10:00pm

                             

 

TG RESOURCES

• Each team has 100 TG Bid Points to secure resources

• Process is similar to allocation of Scarce and Non-Scarce Resources for Promotional Campaigns– 1st round: Bid on TG Booth Placement– 2nd round: Purchase remaining TG resources

• TG resources include the following:– In-store circular– Product sampling/ Floorwalking– Liquidation– Pricing change

                             

 

TG BOOTH PLACEMENT

StairwayG03 Classroom

(to be used by AKMC Management)

Hallway

Kafe Kellogg

Hallway w/ ATM &

microwaves

Eating Annex / Table / VIP Area

StudyRooms

KelloggEmporium

P

P

P

PPPP

doorway doorway

doorway

doorway

1

2

3

5 6 7

8

9

FoodFood

P

P

4

Bank

Keg

KegP

13

11

12

10

P

P

                             

 

TG BOOTH PLACEMENT

• Things to consider

– Availability of power: only booths 1-9 have access to electricity

– Availability of walls or pillars to post materials or use as part of booth design

– Amount of space for booth

– Areas with high traffic

• Additional bidding info

– If you win a booth, you are charged the exact amount that you bid for it

                             

 

TG – ADDITIONAL DETAILS

• Each attendee of TG receives the following:

– Bag for their goodies

– In-store circular

– Fake money: $20 of AKMC Mega-Bucks

                             

 

TG PRICING

• Each team will determine the selling price for its product

• Price must be set and submitted to the co-chairs prior to TG (Details TBD)– Price cannot be changed (unless the “price

change” or “liquidation” options have been purchased)

• Prices can only be in whole-dollar increments• Teams can “bundle” to reach a higher price

point– i.e., “2 for $3”

• Teams CANNOT give volume discounts– i.e., “1 for $2 or 2 for $3”

                             

 

TG PRICING – Revenue Scoring

• Teams will be scored based on their profit/loss relative to their “up-front costs”

• Each team’s “up-front cost” will be a fixed cost based on a certain percentage of their product’s retail price x 500. Teams will be informed of their up-front cost prior to price setting

Reminders• Consumers are on a fixed income• 12 other teams will be trying very hard to

maximize their own revenue

                             

 

CALENDAR

• Deadline to submit bids for TG booth placementWednesday, November 8, 2006, 9pm– Submit via email

• Receive results of TG booth biddingThursday, November 9, 2006, 5pm

• Submit purchases of remaining TG resourcesSunday, November 12, 2006, 5pm– Submit via email

                             

 

CALENDAR

• Set-up for TG Mega-Mart Sales ExtravaganzaFriday, November 18, 2006, 3pm

• Sales start!Friday, November 18, 2006, 5pm– Lasts for two hours

                             

 

Q&A