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Thumbnail image for product with reference number 9-504-040
Grafica, Inc: Winning the New Jersey Lottery (A)
Case
-
Reference no. 9-504-040
Subject category: Marketing
Authors: Gail J McGovern (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 9 September 2004
Length: 12 pages
Data source: Field research
Topics: Advertising; Bids; Consumer marketing; Customer relations; Market segmentation; Marketing mixes; Marketing planning; Target markets
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Abstract

Debra Taeschler, CEO of Grafica, is considering how to structure her agency's bid for the New Jersey Lottery account. The Lottery is facing declining sales in all major categories and plans to slash its 1999 marketing budget by 32%. Taeschler is debating whether to take a conservative approach and submit a bid that builds on the Lottery's current product-focused marketing strategy or take a riskier approach and advocate an entirely new umbrella branding campaign.
Location:
New Jersey
Industry:
Advertising & public relations
Size:
50 employees
Other setting(s):
1999
Thumbnail image for product with reference number 5-507-023
Grafica, Inc: Winning the New Jersey Lottery (A), (B) & (C)
Teaching note
-
Reference no. 5-507-023
Subject category: Marketing
Authors: Gail J McGovern (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2006
Version: 22 August 2006
Length: 13 pages
Data source: Field research
View full details
Thumbnail image for product with reference number 9-504-046
Grafica, Inc: Winning the New Jersey Lottery (B)
Supplement
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Reference no. 9-504-046
Subject category: Marketing
Authors: Gail J McGovern (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 9 September 2004
Length: 8 pages
Data source: Field research
Topics: Consumer marketing; Advertising; Market segmentation; Marketing mix; Marketing planning; Customer relationship management; Bids; Target markets
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Thumbnail image for product with reference number 9-504-047
Compact case
Grafica, Inc: Winning the New Jersey Lottery (C)
Supplement
-
Reference no. 9-504-047
Subject category: Marketing
Authors: Gail J McGovern (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 9 September 2004
Length: 3 pages
Data source: Field research
Topics: Advertising; Bids; Consumer marketing; Customer relations; Market segmentation; Marketing mixes; Marketing planning; Target markets
View full details

About

Abstract

Debra Taeschler, CEO of Grafica, is considering how to structure her agency's bid for the New Jersey Lottery account. The Lottery is facing declining sales in all major categories and plans to slash its 1999 marketing budget by 32%. Taeschler is debating whether to take a conservative approach and submit a bid that builds on the Lottery's current product-focused marketing strategy or take a riskier approach and advocate an entirely new umbrella branding campaign.

Settings

Location:
New Jersey
Industry:
Advertising & public relations
Size:
50 employees
Other setting(s):
1999

Related

Thumbnail image for product with reference number 5-507-023
Grafica, Inc: Winning the New Jersey Lottery (A), (B) & (C)
Teaching note
-
Reference no. 5-507-023
Subject category: Marketing
Authors: Gail J McGovern (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2006
Version: 22 August 2006
Length: 13 pages
Data source: Field research
View full details
Thumbnail image for product with reference number 9-504-046
Grafica, Inc: Winning the New Jersey Lottery (B)
Supplement
-
Reference no. 9-504-046
Subject category: Marketing
Authors: Gail J McGovern (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 9 September 2004
Length: 8 pages
Data source: Field research
Topics: Consumer marketing; Advertising; Market segmentation; Marketing mix; Marketing planning; Customer relationship management; Bids; Target markets
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Thumbnail image for product with reference number 9-504-047
Compact case
Grafica, Inc: Winning the New Jersey Lottery (C)
Supplement
-
Reference no. 9-504-047
Subject category: Marketing
Authors: Gail J McGovern (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 9 September 2004
Length: 3 pages
Data source: Field research
Topics: Advertising; Bids; Consumer marketing; Customer relations; Market segmentation; Marketing mixes; Marketing planning; Target markets
View full details