"La Française Des Jeux" organizes and operates the lottery in France. It is a public company (société d?economie mixte). The state holds 72% of the capital. "La Française Des Jeux? has a monopoly for the organization and exploitation of lottery and sports bets games in our country. It has to supervise the regularity and transparency of the games, and ensure the right application of the law. 62% of the population has played La Française Des Jeux's games at least once in the 12 last months. French people like to play lottery games, and there are almost 28.5 million players. The average weekly expenditure average is about 5 Euros per player. La Française Des Jeux manages two different activities. The first of these is instantaneous games which represent 53.5% of the total activities. These games include LOTO, KENO, LOTO FOOT, and the last created: the RAPIDO.
[...] Once again, this noise affects the communication made by la Française Des Jeux, and its efficiency. Indeed, the negative opinion that people have obstructs the purchase process of new customers. Somebody who never played in the past would be less tempted to buy games, knowing that a big part of the population condemns that behaviour. For many purchases, the opinion of our family, friends and even of some people that we do not know is very important. We do not want to be out of the norm, and prefer to act as the others. [...]
[...] The advertising The campaign strategy followed for the launch of new products is always the same. Before elaborating the general idea of the new game, the executives of La Française Des Jeux contact several advertising agencies. Each one will propose its idea of campaign, and the firm will choose between those detailed propositions. This way, the Française Des Jeux has worked with many different agencies. The firm just chooses the best project, without taking into account from which agency it comes from. [...]
[...] Added on it, there are the brand and names of games. II- Critical view of this strategy Dealing with the communication strategy of la La Française Des Jeux, we can say that there are positive and negative aspects for nearly all of the four components of its marketing mix: advertising, public relation, direct marketing and sales promotion. Advertising ➢ Mass media We can say that for la La Française Des Jeux, the most important target is the people who watch TV, because it is one of the two most important mass media and they do not have to target specialized types of customers. [...]
[...] Those programs are a means of advertising, in parallel with standard ones. ➢ The Internet: (La Française Des Jeux.com web site: La Française Des Jeux has launched its web site about five years ago. La Française Des Jeux.com site provides the firm a new way of communication, and favours its advertising as well as its publicity. Concerning the advertising, the site is an easy way to promote all the games for a very cheap price. Indeed, the firm uses its site to make its products known. [...]
[...] Conclusion As a conclusion, we can say that the communication strategy of la francaise des jeux on the French market is performing. They are present and they communicate for both scratchcards games and for instantaneous games. They also tried to incorporate fun in their TV's ad during their campaigns in order to change their old fashioned image. But we can not say if it is enough or not, because at the moment they are still in a monopoly situation and do not have to face competition except on the internet market. [...]
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