New York State Lotto: The EZ-Tix Machine

Paper Summary:

This paper explains that, although the New York State Lotto is a state monopoly, its revenues are decreasing because of competition from Internet gambling websites and multi-state lotteries such as Power-Ball. The author proposes to build and market through the New York State Lotto a device to permit the purchase of lottery tickets at home, called EZ-Tix, which will capitalize on the behavior of their busy consumers and yet give them the security of participating in a well-known and respected lottery. The paper relates that the developers of EZ-Tix plan to use a mass-market strategy utilizing advertising, point-of-sale and promotional programs.

Table of Contents
Introduction
Situational Analysis
Situational Environment
Neutral Environment
Competitor Environment
Company Environment
Competitive Advantages
Target Market
Problems, Threats and Opportunities
Problems and Threats
Opportunities
Marketing Objectives and Goals
Marketing Strategy
Marketing Tactics
Product
Place
Price
Promotion
Organization, Evaluation, Control and Implementation
Time Line
Summary

From the Paper:

"There are two market program components related to a mass-market penetration strategy. The first is to increase the customers' awareness and willingness to buy the product. This will be accomplished by our heavy advertising in mass media. We will also have point-of-purchase displays and other signage where customers currently purchase their lottery tickets. We will also have displays of the terminal in selective high frequency locations so the customers can actually view and have a more hands on feel to the product. Being that this product will result in the loss of sales for the storeowners who have the existing machines, they will be reluctant to participate in the promotions. To deal with this problem we plan on having a two-part solution. The first part is that any dealer who is reluctant to participate in the promotions with proper signage and other materials will have the right to sell the lottery striped and not be able to sell it anymore. The second part of the solution is the owners will receive a commission for each of the terminals that they are able to distribute to customers. We have also decided to add an additional commission for the vendor's that sells additional debit cards to customers. By making this incentive The New York Lotto, not really having any salespeople for the public, create an artificial sales force that can create awareness and push the product on the customer."

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