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2.4. Draw Dates
Current sales of Mega Power stands at 500,000 per week. Sales
2.5. Purchasing Patterns 2. ANALYSIS 2.8. Expanding the Market Minimum Super Prize

MEGA
MEGA
in highest in the Western Province, with Colombo and Gampaha MEGA 1.1. OBJECTIVES OF THE CAMPAIGN
Mahajana
POWER
POWER

ience
2.7. Segmentation
2.3. Customer Perceptions
get Aud 2.8. Expanding the Market
2.5. Purchasing Patterns
2.6. T
ar
2.1. Research Findings
in the lead. While sales in Tamil areas have improved, they still POWER Mahajana Wasana Sampatha
Supiri
Mahajana

Create more awareness about
Current sales of Mega Power stands at Rs. 101010 per
Mahajana
Mahajana

Sampatha
Current sales is mostly limited to the poorer

Dana
lag behind, compared to the rest of the country. The following Govisetha Sampatha Current target audience has been segmented as follows. NEW TICKET DESIGN
Media Max Solutions conducted research with a view
Mega Power, its super prize
Sampatha
• Total lack of awareness lottery buyers about
Nidanaya
Sampatha
week. Sales in highest in the Wesern Province, with
segments of society: who are more likely to
Govisetha
Jathika
Wasana
to finding out sales patterns and motivating factors
Sampatha GEOGRAPHIC
map shows the current sales figures Colombo and Gampaha in the lead. While sales in Tamil Dana Nidanaya DEMOGRAPHIC and winning chances
Dana Nidanaya
Mega Power Sampatha BEHAVIOURAL
Govisetha
Neeroga PSYCHOGRAPHIC
switch brands, rather than purchase more.
Supiri
among lottery buyers. Neeroga Jathika • No one mentioned Mega Power among the
Govisetha
Wasana
areas have improved, they still lag behind, compared to the
Govisetha
Regular
Neeroga Aged 20 – 55
Sampatha
first 5 lotteries that they know of. It does not
3. PLANNING 3.1. Market Penetration Hence our campaign was aimed at current Govisetha Islandwide, but Sevana purchasers of Believe that
buyers, with a special focus on potential buyers.
rest of the country. The following map shows the current mainly urban,
‘Good luck is
Dana

(Existing Product – Existing Markets) 1. INTRODUCTION Nidanaya Neeroga sub-urban come within the consideration set of buyers. MON D A Y WE DN E SD A Y F R I D AY
just around the
lotteries. At least
sales figures.
NLB
We believe that a multi-pronged strategy should 2.2. Important Issues in the Lotteries Industry. 2 tickers per corner’
week

be followed in order to reach the desired sales This is the current strategy being followed. It will • No one is aware of the fact that Mega Power
MON
SUN

TUE
FRI
SAT
figures. This would include increasing sales among focus on increasing purchases among current users. • Too many lotteries in the market – from NLB, THU Mainly Sinhala offers the highest Super Prize of Rs.5 crores,
‘Power Lotto’, introduced by National WED
Mostly males.
Very little savings
Deeply
Lotteries Board,has been re-launched under
Currrent
current buyers and regions, followed by reaching Market penetration will include inducing brand as well as DLB Potential speaking areas as well as 3 winning chances superstitious
SEC – C & D.
or planning for
Buyers
out into non-buying segments such as the Tamil switching among current users of Development DLB Shanida Buyers Lagna Mainly from the future Lagna Create a renewed

• Stiff competition between the Lotteries
the name and style of ‘Mega Power’. This Shanida
Wasanawa poorer segments
Wasanawa
identity and innovative
new lottery is envisaged as Sri Lanka’s lottery
areas and the youth segment. Lottery Board brands, into the NLB fold. The bulk of • Difficult for customers to differentiate and OBJECTIVES Wasanawa
Wasanawa

The research findings also revealed that lottery

communications
with the highest payout, starting at Rs.5
Shanida
Kotipathi
the budget will be focused on this segment, as it is remember the super prizes and other prizes Jayodha Tamil speaking Shanida SEC – C & D Since Mega Power has an obvious advantage over the
Kotipathi
Dasa
Jayodha
campaign
sales were lowest among predominantly Tamil
Do not believe
Wasana Lower income
crores (50 million), with the chance of the lakshapathi
Shanida
Mainly from other lotteries, in terms of offering the highest super
Lagna

easier to increase sales among existing customers. We have placed greater emphasis on potential areas (North- areas. The research team found that people
that they have
Wasana
on offer
compared to the
Super ball
Development
Lagna Wasana
Niyatha Jaya poorer segments
Galaxy Star the chance to
buyers, in order to avoid cannibalization of
prize, this factor will be used to position in competitively.
The creative message will focus on the: super prize getting much higher, if it is not Sanwardana East, Hill Ada kotipathi Fortune rest of Sri Lanka
Kotipathi
in Tamil areas did not believe that they had a
Wasana Country)
won. • Most people make their purchase decisions on
Ada kotipathi win
Ada kotipathi
NLB’s other offerings.
Shanida
Ada kotipathi
Super ball
the basis of large Super Prizes (eg: Govisetha) Super ball chance of winning a lottery. This could be due
Niyatha Jaya
o High prize money being offered. to the lack lotteries in Tamil areas, during the
2.10. Finding the USP
Ada kotipathi
rather that small Lottery tickets like (Eg: Ada kotipathi
Ada kotipathi
o More chances to win prizes Delakshapathi, etc) war years. 2 Main Reasons to buy the MEGA Power ticket
• By offering the largest ever super prize, MEGA • MEGA Price of the Ticket
Power has a better chance of standing out in
2.9. Positioning
Reach out to new
Most Potent Competitors • Credibility of NLB
the market geographical areas and
Mega Power currently offers the highest prize audience segments
money among Sri Lankan lotteries. Given iqmsß Ôú;hlg
below are the minimum super prizes offered by
different lotteries, as well as the maximum that
NLB DLB
has been paid out to date ljqo wlue;s@
3 4 5 6 7 8
Increasing Sales in current areas 31
Focusing on the Tamil areas and youth
New ticket desingn
9 18
4.2. Price
• ‘Mega Power’ lottery
tickets have been TVC
priced at Rs.20/- each
• While this price places TV Commercials
it on par with other
lotteries, its higher
Super Prize makes it
highly attractive to
lottery buyers
27
4.3. Place 3.2. Market Development 3.2.2. Youth Segment
(Existing Product – New Markets)
Purchasing Patterns Mega Power lottery o Tickets: will have a distinctively youthful
•
tickets will be sold 3.2.1. Sri Lankan Tamil areas look 19
in all parts of the This proposed strategy will focus on the Sri tA;a wudreu SUPER PRIZE UPDATES ON PRINTS
country, using the usual Lankan Tamil areas, where the lottery purchasing o Promotions: A special promotion
channels, such as kiosks habit has not gained sufficient traction. Proposed programme will be held to induce purchase
and itinerant sellers action plan includes: among the youth segment. The mechanics 35
of this programme are as follows:
• 24 Special emphasis o New Ticket – We propose that a new ticket jevl=;a fkdfjhs
will be place on the be developed for exclusive sale in the North-
North-East parts of the East regions. It will be drawn every week. • Since the ticket offers a super prize, we
country This will help create the idea that people will equate this with a Superman image
13 have greater winning chances.
• Youth will be required to send in photos
o Draw in North-East: This ticket should be of themselves wearing a Superman
style cape
SUPER PRIZE UPDATES ON PRINTS drawn at a mega event held in the North- • A weekly prize will be offered to the
East
o Regional Offices: NLB should set up best photo
regional offices in the North-East, which will This will be published in a dedicated
coordinate sales and promotional activities •
website and Facebook page
o ATL, BTL and Activation: A concerted and
continuous effort should be made to convert
current non-buyers in the North-East, into
regular buyers.
10
36
41
21
tA;a wudreu
25
41
3.3. Allocation of Resources 3.4. Projected Sales jevl=;a fkdfjhs
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 4. IMPLEMENTATION 4.1. Product 33
day, within the next year, if proper strategic and
creative plans are implemented. Given below are the We have decided to implement our strategy
projected sales figures for Mega Power, which we are & creative proposal in terms of the 7Ps of
confident of achieving. Marketing. Having such a structure will help us
take a holistic view of Mega Power.
Tamil Projected Sales Figures 34
areas P2.
P1. Price
Product
15%
P7.
Promotion
Core buyers
10%
MEGA
P3.
75% POWER Place • Name: The name ‘Mega Power’ has been chosen, as it
Youth readily conveys the message of largeness, which refers to 17
segment the highest super prize in Sri Lanka, which it offers. The
P6. word ‘Mega’ easily understood by speakers of Sinhala and
Physical
Budget Environment Tamil as well
• Payoff: We have chosen ‘Mega Jeevithayata Mega Jayak’.
P4.
People This message will form the basis of all communications and
will be carried across all media, including the ticket itself
30
11 P5. 21 • Prize Money: The lottery has a starting Super Prize of
Processes Rs.50 crores, which can keep growing to dizzying levels, if
the prize is not won at an early stage
12