Grafica Inc.: Winning the New Jersey Lottery (A) Harvard Case Solution & Analysis

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

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