Financial Daily from THE HINDU group of publications
Friday, Aug 15, 2003
Financial Daily from THE HINDU group of publications Friday, Aug 15, 2003 |
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Marketing
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Advertising Fortune realigns brand push; McCann given sole mandate Purvita Chatterjee
Mumbai , Aug. 14 IN a major reshuffle of its creative accounts, Fortune Online lottery, has retained McCann Ericsson as its sole creative agency. Parting ways with RK Swamy BBDO, its creative agency for `Fortune Lotto', which it has run for the past eight months, the company plans to rev up its marketing strategy in preparation for its media launch in strategic markets such as Karnataka and Maharashtra over the coming weeks. Till recently, the creative account was split between the two on the lines of Fortune Lotto (RK Swamy) and Fortune 3 + 3 (McCann Ericsson). "The move is a part of a focused marketing strategy aimed at reinforcing the Fortune brand across our target audience. As opposed to the initial stage, where we focused on positioning our games independently, we plan to now consolidate our creative accounts to help us focus singularly on building the Fortune brand," revealed company sources. The consolidated account is estimated to be worth over Rs 30 crore annually. Fortune plans to launch its service in Karnataka in late August with Maharashtra to follow suit a couple of weeks later. With more than 3,000 Fortune terminals planned across these two States, the company plans to embark on an aggressive marketing strategy to counter new players as well as existing ones. Going forward, Fortune also plans to launch various other games, which will be targeted at various demographic mixes across the country. In Maharashtra, Fortune plans to have a retailer base of more than 2,000 over a period of 12-16 months, which will be spread across various small and medium towns. At present, Fortune has installed over 1,500 terminals in the Kerala and West Bengal and intends to install around 10,000 terminals across the country within the next 10-12 months. Fortune has tied up with Editec-France as technology partners. The central data centre, housed in Mumbai and developed indigenously by Fortune, is completely secure and reliable system. Keeping with its regional focus, the results of the Fortune Draw are already being telecast on Kairali in Kerala and Aakash Bangla in West Bengal. While expanding its reach across to other States, the company also plans to target popular regional television channels in those states to telecast results of its weekly and daily draw, in addition to national and regional print publications in each State. The online lottery market in India today currently has four prominent lottery players - Playwin, Fortune, Dhan Dhana Dhan and Smartwin. While Playwin enjoys a one-and-a-half year headstart with 4,500 terminals, it is followed by Fortune with more than 1,500 terminals and Smartwin with around 1,000 terminals. The latest entrant Dhan Dhana Dhan with nearly 200 terminals makes up the list.
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