Grafica Inc Case Essay examples

1696 Words Dec 16th, 2011 7 Pages
Grafica Inc.: Winning the New Jersey Lottery
Designing and Managing Integrated Marketing Communications

14/12/2011
Marketing

Submitted By
Group-4,

EXECUTIVE SUMMARY
Grafica Inc. was an advertising firm started my Ms Debra Taeschler in 1986 with her colleague, working in Landmark Associates and her husband John Taeschler. By 1998 Grafica had grown in full-service advertising agency. It was located in Chester New Jersey and it was particularly well-known for its expertise in integrated marketing approach to customer relationship management and its expertise in using digital technologies in marketing communications and advertising.
In 1999 the Grafica was presented with an opportunity to bid for the New Jersey Lottery account.
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Hence this account will help Grafica Inc. to increase it stature in the market and bring more clients in the future.
Strategy for Marketing Communication

Out of the two options that Taeschler felt Grafica team had we suggest to develop a new “umbrella” campaign for the entire Lottery Portfolio despite the constrained budget. Without criticizing the New Jersey Lottery, Grafica could suggest that there was a strong correlation between increasing ticket sales for the instant games and increasing marketing focus on them. By using an umbrella programme the other games would be marketed along with the new games which would arrest the falling sales of the traditional games like Pick-6 Lotto, Pick-4 etc. The marketing communication mix for the same is presented in the next section. We primarily suggest this because:

1. The New Jersey Lottery was suffering from wrong image perception in public and it needed a complete image makeover which is possible only by having a umbrella campaign focusing not only on product mix but as well as brand equity to be built through campaign. 2. It was necessary to communicate the mission statement through the marketing communication to develop a strong brand image as the message conveyed by the product communication would focus on the product rather than the brand image of the product. 3. Economies of scale on advertising

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