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Essay / Research Paper Abstract
This 16 page paper looks at the lottery in the UK run by Camelot, where there are falling sales and there is the need to development a new marketing campaign. The paper starts by outlining a fictitious new campaign, then looks at the structure and roles of the advertising agency staff. The trends in marketing communication are then outlined and consideration is given to the way the internet may impact on the purchasers and the retailers. The final part of the paper looks at a marketing schedule and the weaknesses of the plan. The bibliography cites 11 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TElottery.rtf
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Unformatted sample text from the term paper:
price the placement and the promotion. With this product the product is already sold and s not flexible enough to change, the price is also fixed and would be very
difficult to change as would the placement. Therefore, when looking at declining sales it is the promotion elements that needs to be considered here. To develop a marketing campaign
to increase sales we first have to appreciate why sales may have declined. The product is one that is very well known and as such product recognition is very high,
it is also a product where there is little competition. There is the potential to buy tickets to the Irish lottery and more recently the Euro lottery has also started,
but these are only two weak competitors. Therefore, as it is no real competition, and there are no major changes in the leading indicators we may look at the lifecycle
stage. The way in which the fashions and sales of products, or services, sell can be seen as cyclic, starting low with the introduction increasing to a peak and
then dropping off again. This is known as the product life cycle. The length of a lifecycle will depend on the product, for example film merchandising may have a lifecycle
as short as ninety days, whereas the motor vehicle has a life cycle that is more than a hundred years old and still going strong (Chi and Lui, 2001).
The life cycle of a product has five stages, development, market introduction, market growth, market maturity and market decline. The development of
a product is the time when it is being developed and not available to be purchased. It is at this stage that there is the greatest amount of flexibility.
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