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SUPER PRIZE UPDATES ON PRINTS
tAlg
fu.d msïula
mkskak 3. PLANNING 3.1. Market Penetration
(Existing Product – Existing Markets)
We believe that a multi-pronged strategy should
isoaO fjkjd be followed in order to reach the desired sales This is the current strategy being followed. It will
figures. This would include increasing sales among
focus on increasing purchases among current users.
current buyers and regions, followed by reaching
Market penetration will include inducing brand
out into non-buying segments such as the Tamil switching among current users of Development
areas and the youth segment. Lottery Board brands, into the NLB fold. The bulk of
the budget will be focused on this segment, as it is
easier to increase sales among existing customers.
The creative message will focus on the:
o High prize money being offered.
o More chances to win prizes
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4. IMPLEMENTATION 4.1. Product
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We have decided to implement our strategy
& creative proposal in terms of the 7Ps of THEMATIC Increasing Sales in current areas
Marketing. Having such a structure will help us Focusing on the Tamil areas and youth
take a holistic view of Mega Power. New ticket desingn
P2. CAMPAIGN 9
P1. Price idudkH
Product
P7.
Ôúf;alska
Promotion
MEGA iqmsß Ôú;hlg 32
POWER Place • Name: The name ‘Mega Power’ has been chosen, as it
P3.
readily conveys the message of largeness, which refers to
the highest super prize in Sri Lanka, which it offers. The 16
P6. word ‘Mega’ easily understood by speakers of Sinhala and hk tl
Physical
Environment Tamil as well
• Payoff: We have chosen ‘Mega Jeevithayata Mega Jayak’.
P4. f,ais jevla
People This message will form the basis of all communications and
will be carried across all media, including the ticket itself
P5. • Prize Money: The lottery has a starting Super Prize of
Processes Rs.50 crores, which can keep growing to dizzying levels, if fkdfjhs
the prize is not won at an early stage
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STORY BOARD 20
SUPER PRIZE UPDATES ON PRINTS
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360 champaign
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360 шампанское
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tAlg 3.3. Allocation of Resources 3.4. Projected Sales
The total advertising and promotion budget will
We believe that sales can be increased up from the
be allocated as follows: current level of 500,000 per day to 800,000 per
fu.d msïula day, within the next year, if proper strategic and
creative plans are implemented. Given below are the
projected sales figures for Mega Power, which we are
mkskak Tamil confident of achieving.
Projected Sales Figures
isoaO fjkjd areas 15%
Core buyers
10%
39 38
75%
Youth
segment
Budget
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