Agency: Bartle Bogle Hegarty | Authors: Clare Nunneley and Sigrid Jakob |
Number two or die
INTRODUCTION
In March 1995 Camelot launched National Lottery Instants, creating almost overnight a bigger market than that for bread or tea. It rapidly became obvious, however, that for reasons we will outline, there were not rich pickings for all. Instead this was a market with room for only one other major player. The brand that gained number two position to Instants' inevitable number one could grow business volume and profitability significantly - the rest would be fringe contenders struggling to maintain adequate profit levels....