Marketing Paddy Power Case. Foundations of Marketing

Case 7: Paddy Power.

You answer the questions as follows:

A. You state the central problem of the case in the introduction

How did Paddy Power build up its network of loyal customers?

B. You mention the methods, models and concepts from the chapters in the book that you considered to use (you do not have to explain them, your tutor understands…)

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C. You explain which method, model or concept you decided to use and why

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D. You answer the questions. Include an argumentation based on the chosen method, model or concept and the information in the case.

1. Analyse the ways in which advances in technology have changed the betting business. What are the implications for betting firms?

Poker became more popular so they decided to come up with an online poker play. They are an entertainment company, at least that’s what they like to be seen as. Internet makes it available to communicate much easier with their clients.

2. How did Paddy Power go about building its service brand?

• They have build different websites for different target groups.

• They would like to be seen as fair, that’s why customers can get their money back in some situations. This makes the risk of betting a bit lower for the people who are involved.

• They support charity organizations, for example with their strip poker contest. They have deals with other companies.

• They don’t only focus on the high value customers, but on every customer.

• They are seen as an entertainment company.

• They have an abstract brand name, it’s not immediately linked to gambling.

• It is globally available, very innovative and creative.

• They have established themselves with a lot of advertising and were/are very well-known in the betting world.

3. Evaluate the services marketing mix used by Paddy Power. What are its strengths and weaknesses?

Strengths:

• Paddy Power is everywhere available.

• The gambling doesn’t have to be expensive. There are bets for every amount of money.

• They are...