About the Annual Kellogg Marketing Competition
Annual Kellogg Marketing Competition (AKMC) showcases the abundant
creativity and marketing savvy of the students at the #1 business
school for marketing! Teams of students each take on a real product and
are challenged to market it to the Kellogg student body.
if the product doesn't naturally appeal to this target market? Not a
problem! Kellogg teams through the years have devised clever
alternative uses for these products to help build interest, redefining
the way that Kellogg students look at everything from food-storage
containers to instant mashed potatoes!
a few weeks of planning and a few days of creative on-campus promotion,
the competition concludes with a final event during which each team has
one last opportunity to show off their creativity and promote their
products through demonstrations, games, and other fun activities.
Participants in AKMC from previous years will tell you that it is a
truly unique experience, a great opportunity to apply marketing skills
learned at Kellogg, and a ton of fun!
- Each team is self-selected and comprised of five Kellogg students in the full-time MBA program.
team is assigned to a product for the duration of the competition.
Products in previous competitions included both new (Splenda, Secret
Body Spray) and established items (LifeSavers, Capri Sun).
are three rounds of competition: marketing plan, promotional period,
and sales event. Each team must participate in all three rounds of
team must develop a STP (segment, target, positioning) plan that will
be judged and critiqued by a panel of professors, students, and
goal of the promotional campaign is to drive awareness and build demand
for products by implementing sound marketing practices.
- Tools available for promotion include the following:
- Out-of-home advertising (e.g. posters)
- Direct mail (e.g. mailbox stuffing, email)
- Product demonstrations
- Other guerilla marketing tactics as approved by the Kellogg administration
- Each team will receive a budget to spend against their campaign. Teams use this budget to drive the following decisions:
- Promotional placement
- Promotional timing
- Mailbox stuffings
- Quantity of posters
to the posting of promotional materials, each team will submit copies
of their intended marketing materials for approval by the Kellogg
administration to ensure that the content and quality of these materials are appropriate for the Kellogg environment.
Sales Event: "Friday Night at the TG Mega-Mart"
to the Sales Event, the AKMC executive committee will administer a
survey to the entire Kellogg student body. This survey will measure
awareness levels for each team's campaign and product.
Night at the TG Mega-Mart" will consist of sales booths, which serve as
retail outlets for each team's product. These sales booths also serve
as promotional areas to drive demand with product demonstrations,
sampling, alternative product use demonstrations, clever salesmanship
gimmicks, and other creative promotional ideas.
will receive AKMC Currency to spend at the Mega-Mart and will use this
fixed amount of currency to make purchasing decisions.