Grafica Inc. Marketing

MARKETING II |

Grafica Inc: Winning the New Jersey Lottery |

Group – 5, Sec-C |

Submitted By: |

Debayan Ghosh (PGP2011613) Varun Sharma (PGP2011928) Perala Pratheek (PGP2011774) Ankit Garg (PGP2011552) Mane Smita Ratnakar (PGP2011708) Ragavendran K (PGP2011804) Manish Manohar (PGP2011710) |

Introduction

Grafica Inc was an advertising agency located in Chester, New Jersey which was started by Mrs. Debra Taeschler in 1986 with her colleague, John Puglionisi. It was known for its integrated marketing approach to customer relationship management and its expertise in using digital technologies in marketing communications and advertising. It was aiming to win the bid worth $3.5 million which will give them the opportunity to work with the New Jersey State lottery personnel to implement the advertising, public relations, and programs for the dozen of games that were the part of the New Jersey lottery portfolio.

New Jersey state lottery was created by an amendment to the state’s constitution with approval of approximately $1.6 billion. By 1998 the annual sales totaled $1.6 billion however sales of the matured products had begun shrinking, resulting in declines of 14.6% (1997-98). By law minimum of 30% of the total revenues had to be committed to the state programs, despite the beneficial...