The communication strategy of la Française Des Jeux

Résumé du document

?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.

Extraits

[...] The sales promotions Christmas pockets Concerning the sales promotion, La Française Des Jeux uses them for some specific products. For the moment, the French lottery just lunched some special pockets for Christmas. With them, customers can buy different games at once, for a special price. The pockets are less expensive than the added prices of all the games held in. Through those special pockets the firm can target a very large audience. Indeed, usual customers can buy it because it offers the opportunity to have many games at once. [...]

[...] So now we can say that they have to do change its communication strategy if it wants to survive. Developing the firm on the internet market is the best way to develop the company, and attract new customers. With an affiliation program, used to get more customers, it can create more links with its websites and gain more markets shares. For this, La Française Des Jeux can buy keywords like “jeux d'argent” on sites like Google or Yahoo. The English competitor William Hill has done it and it works well. [...]

[...] Due to this, it is impossible to say if the communication strategy of la francaise des jeux is strong enough, in a market on which they will loose one day their monopoly situation. Nowadays, we can say that la francaise des jeux is leaving an important period of its life. In fact, the company has a lot of important and strategically decisions choices to make, due to their sudden lost of monopoly and the increase of the competition on the internet market. [...]

[...] In fact, he bought some key words, like for example in French resorts like GOOGLE, to make a link with his sites. And this is really much more powerful compared to the affiliation program of la Française Des Jeux. Sources: Jipo interactive; ABC netmarketing Public relations ( The sponsoring The real media impact engendered by the cycle team takes place during Le Tour de France which is the third world sports event. This event is covered by all the national and international Media. [...]

[...] The choice of period for those “reminding” campaigns is very important. For example the game profits by regular campaigns during the year, for Friday the 13th for example. Concerning the we need to point out its special situation. Indeed, this game, the “Millionnaire” and the O Tac also get advantage of their TV programs. Those two games are actually present on the French channel TF1. 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. [...]