1. Annual Kellogg Marketing Competition 2006 The stage is yours… Platinum Sponsor: Gold Sponsor:

2. Introductions Chas Carol “Glad Force Flex” Brian Gum “Life Savers” K-Tjen Khong “Life Savers” Lisa Nagatoshi “Tide To Go” David Sweeney “Glad Force Flex” Aaron Williams “Tide To Go”

3. Agenda Competition Overview Competition Basics Important Points Website Overview Calendar Q&A

4. ANNUAL KELLOGG MARKETING COMPETITION Test your marketing prowess 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 STP 2.Promotion period (Hanging up posters, stuffing mailboxes, commericals, etc) 3.Final "selling" event during a Kellogg TG. (You’ll be at TG anyway, might as well have a chance at winning fame, glory and fabulous prizes!) What’s the objective ?

5. WHAT DOES IT INVOLVE? The Team 4-5 students per team No former marketing experience necessary 13 products from various companies Product assignment is random Promote your product creatively through posters, mailbox stuffers, etc. Create awareness of your product’s positioning. The Product The Promotional Campaign Develop Segmentation, Targeting & Positioning (STP) The Marketing Plan Have fun “selling” your product at a Kellogg TG You could win a prize! The Final Event

6. WHAT IS IT LIKE?

7. WHAT IS IT LIKE?

8. What’s In It For You? It’s a chance to run an end-to-end marketing campaign for a real life product It’s a chance to compete against your fellow classmates It’s something to talk about in your marketing interviews. It’s a lot of fun.

9. SPONSOR COMPANIES…

10. PRODUCTS FROM YEARS PASSED…

11. COMPETITION BASICS: 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 Each Team gets reimbursed for $150 for out of pocket expenses THE PLAN AND THE BUDGET SYSTEM

12. COMPETITION BASICS – The “Selling” Event The Promotions The Plan Design Execution Student Body Feedback AKMC Committee Revenues Event Execution 50 Points possible Grand Prize Special Awards 100 300 TOTAL POSSIBLE: THE JUDGING SYSTEM

13. 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!

14. OVERVIEW OF WEBSITE The source of Competition Information: http://www.kellogg.northwestern.edu/http://www.kellogg.northwestern.edu/akmc Questions may also be emailed to any of the following people: Chas Carol: ccarol2007 Brian Gum: bgum2007 K-Tjen Khong: kkhong2007 Lisa Nagatoshi: lnagatoshi2007 David Sweeney: dsweeney2007 Aaron Williams: awilliams2007

15. CALENDAR Deadline for Application Submission of Teams Saturday, October 14, 2006, Midnight, Email: Lisa (lnagatoshi2007) Announcement of Accepted Teams and Product Assignments Monday, October 16, 2006, 12:15 PM (Mandatory Meeting) Deadline for Contacting Product Managers to Arrange Product Shipping Wednesday, October 18, 2006, 5pm Deadline for Submitting STP Marketing Plan Sunday, October 22, 2006, 5pm STP Marketing Plan Returned with Feedback from Professors Monday, October 30, 2006 Promotional Materials Due Monday, November 6, 2006, 5pm Campaign Launch (i.e., hang up promotional materials) Thursday, November 9, 2006 All Promotional Materials Must be Removed Wednesday, November 15th, 2006, 5 pm Final Event: “Sell” Your Product at Kellogg “Mega Mart” TG Friday, November 17, 2006, 5:00 - 7:30 pm

16. 2006 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): 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: Email your application and team roster to Lisa Nagatoshi (lnagatoshi2007) Materials are due on Saturday, Oct. 14 th at midnight! Team Name: Sample Team Roster NameEmailPhone Team ContactRyan Seacrestrseacrest2008847-123-4567 Team MemberPaula Abdulpabdul2008847-123-4568 Team MemberRandy Jacksonrjackson2008847-123-4569 Team MemberSimon Cowellscowell2008847-123-4560 Team MemberKelly Clarksonkclarkson2008847-123-4561

17. Q&A Thanks for coming!