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Overview of Competition Rules & Product DraftOctober 7, 2008

CONGRATULATIONS!!!

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

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

Sun Mon Tues Wed Thurs Fri Sat

5 6 7Product Draft

8STP Crash Course

9 10Deadline to

Contact Brand Mgr

11

12 13 14 15 16 17Scarce Bids

Due

18Bid Winners Announced

19Submit STP

Presentation to Co-Chair

20 21 22STP

PRESENT--ATIONS

23 24 25

26 27TG Bids Due

28Promo

Materials Due for

Approval

29 30PROMO PERIOD BEGINS

31Additional

TG Bids Due

1

2 3 4 5 PROMO

PERIOD ENDS

6 7TG MEGA

MART

CALENDAR – Immediate Actions

PHASE I:• STP Crash Course

Wednesday, October 8th, 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 17th, 5pm

• Receive scarce resources bid results via emailSaturday, October 18th, 5pm

• Submit STP presentation (completed with non-scarce resources) to co-chair contactSunday, October 19th, before midnight

• AKMC co-chairs review STP plan presentations via email Monday, October 20th, before midnight

• Present STP plansWednesday, October 22nd, 9am

CALENDAR PHASE II:• TG Booth Bids Due

Monday, October 27th, 5pm

• Promotional Materials DueTuesday, October 28th, Noon

• Campaign Launch (i.e. hang up promotional materials)Thursday, October 30th, 7:30am

• All Promotional Materials Must be RemovedWednesday, 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 7th, 5:00 - 7:30 pm

PHASE I

1. BRAND MANAGER CONTACT

• Please contact your brand manager by Friday, October 10th 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

2. STP PRESENTATIONS

• Each team will make an STP Presentation on October 22nd

– 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

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 17th 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

PHASE II & III

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

THE RULES OF THE GAME

RULES

• Prohibited from asking 2nd-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)

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!

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

Q & A

St. Ives Olive Face ScrubAlberto Culver

Jet-Puffed Mallowbites

Kraft

Premium Pasta Sauce

Unilever

Crest Whitening Expressions, Wintergreen Ice

P&G

True NorthFrito LayGolden Grahams

General Mills

Hot Tamales Just Born

Fiji WaterRoll International

Greenworks Liquid Dish Soap

CloroxNeo-To-GoJohnson &

Johnson

Eclipse Gum, Germ Kill Formulation

Wrigley

Bliss Premium ChocolatesHershey’s

Fruit ChillersDel Monte

Each team will have a co-chair contact,who will email you your brand manager contact info.

AKMC Team Brand Co-Chair Contact Email

O-Tang Clan Premium Pasta Sauce Alissa amenovich2009

I’m Sold Neo-To-Go Alissa amenovich2009

The Multi-Grain Mafia Fruit Chillers Alissa amenovich2009

Godiva Confessionals Hot Tamales Alix areisinger2009

The Lego People Olive Face Scrub Alix areisinger2009

Team Mind the Gap Fiji Water Alix areisinger2009

Supreme Team Passion Bliss Premium Chocolates Aviva atropp2009

The Brand-its True North Aviva atropp2009

Team Formula One Golden Grahams Blaire bfraser2009

The Chill Peppers Greenworks Liquid Dish Soap Blake bhamill2009

The Lemonheads Eclipse Gum Blake bhamill2009

Wii Will Rock You Crest Whitening Expressions Tonya tfenske2009

Yes Logo Jet-Puffed Mallowbites Tonya tfenske2009