ADVERTISING AND PROMOTION CASE ANALYSIS OF NEW JERSEY LOTTERY

New Jersey Lottery’s products are various lottery game tickets. Products could be divided into mature one’s and to those that are quite new. They use marketing strategy which is based only upon new products. This means that they promote only the newly introduced to the market products and do not promote the mature products at all. Moreover, the new products also are promoted only on the beginning of their life-cycle, of course there are products of short life-cycle but this may be a cause of lack of promotion as well. Now we would like introduce some of the products in detail.
“Pick-6 Lotto” is New Jersey’s most popular, high-profile and largest jackpot lottery game. The reason for this is clear. Although this is a mature product and it was not promoted during past two years, it has biggest jackpots which grow if not won. So this is the reason why it is so popular: the bigger the jackpot the more attention from media and the more word-of-mouth is spread which attracts new players. As we overlooked their web page the prizes are from 5 to 16 million dollars each month and also various additional bonuses are available. Despite that, from the given charts we can see that the sales of this product are declining since 1992 years. This is a signal that the product should be promoted. Moreover they provide two other similar games “Pick-4” and “Pick-3” which are also mature products and the situation is quite the same. Although they are not as popular as the “Pick-6 Lotto”, but they still have great sales volumes which unfortunately are declining as well and the promotion is needed in this case.
Another category of products are instant games. In some years the New Jersey Lottery had dozens of instant “Scratch-off” tickets on sales...

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