Annual Kellogg Marketing Competition 2006 It’s showtime... are you ready? Platinum Sponsor: Gold...
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Transcript of Annual Kellogg Marketing Competition 2006 It’s showtime... are you ready? Platinum Sponsor: Gold...
Annual Kellogg Marketing Competition
2006
It’s showtime...are you ready?
Platinum Sponsor:
Gold Sponsor:
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