Debra Taeschler, Director General of Grafica, is considering how to structure the proposal of the department for a new account Jersey Lottery. Lottery is facing a decline in sales in all major categories and plans to cut 1999 marketing budget by 32%. Taeschler debating whether to take a conservative approach and submit an application, which is based on the current product-oriented marketing strategy lottery or make risky approach and advocate a completely new campaign umbrella branding. "Hide
by Gail McGovern Source: Harvard Business School 12 pages. Publication Date: September 15, 2003. Prod. #: 504040-PDF-ENG
Related Case Solutions & Analyses:
Elite Personal Training
Skisailer: Marketing a Young Investors Dream
Sony Europa (A)
www.springs.com
Rana Plaza: Workplace Safety in Bangladesh
Italian Textiles and China
Boise Automation Canada Ltd.: The Lost Order at Northern Paper (B)
PepsiCo India: Performance with Purpose
TripAdvisor, Video
Barnes & Noble, Inc.: The Yucaipa Proxy Challenge
