This paper explains that, although the New York State Lotto is a state monopoly, its revenues are decreasing because of
competition from Internet gambling websites and multi-state lotteries such as Power-Ball. The author proposes to build and
market through the New York State Lotto a device to permit the purchase of lottery tickets at home, called EZ-Tix, which will capitalize on the behavior of their busy consumers and yet give them the security of participating in a well-known and respected lottery. The paper relates that the developers of EZ-Tix plan to use a mass-market
strategy utilizing advertising, point-of-sale and promotional programs. Table of Contents Introduction Situational Analysis Situational Environment Neutral Environment Competitor Environment Company Environment Competitive Advantages Target Market Problems, Threats and Opportunities Problems and Threats Opportunities Marketing Objectives and Goals Marketing Strategy Marketing Tactics Product Place Price
promotion Organization, Evaluation, Control and Implementation Time Line Summary