BuSiNeSS PlAN - California Lottery

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3.1 Customer Demographicsand Playership TrendsOver the years, the CSL has used various tools to capture customerdemographics including an ongoing player tracking study and variouscommissioned studies. This data helps us identify our customer segments,their purchasing habits, the effectiveness of our marketing, and overallperformance. Most importantly, ongoing demographic research helpsus identify consumer trends, tailor our product development efforts toparallel these trends, evaluate the effectiveness of our distribution channels,and respond to the needs of our customers. The demographic databelow is from a study conducted by professors from the University ofCalifornia, Los Angeles that was commissioned by the CSL. While thisdata is currently in draft form and being reviewed for accuracy, nomaterial changes are anticipated.The majority of California’sadult population is between25 and 54 years of age,while the majority of lotterysales are to players between35 and 64 years of age.AgeFigure 3.1 – Total Sales by Age Group vs.California3.1 TotalPopulationSales by Age Groupbyvs.AgeCaliforniaGroupPopulation by Age Group30%25%% of Adult Population% of Total Annual LotterySales by Age Group20%15%10%5%0%18–24 25–34 35–44 45–54AgePopulation Data Source: 2005 American Community Survey55–64 65–74 75+Figure 3.1 compares total Lottery sales by age group to California’s adultpopulation by age group. The majority of California’s adult population isbetween 25 and 54 years of age, while the majority of lottery sales areto players between 35 and 64 years of age. Our player base continuesto age and shrink every year. This creates a growing imperative to reachnew customer segments.California Lottery 2007–2010 Business Plan – 31 –
EthnicityThe following charts show how lottery sales vary by ethnic classificationand game, with the percentage of the California adult population shownon each chart. Only the four major ethnic classifications are shown.Percentage of Game Sales Attributed to CaucasiansPercentage of Game Sales Attributed to Caucasians60%California AdultCaucasian Population50%40%30%20%10%0%Scratchers SuperLOTTO MEGA Millions Daily 3 Fantasy 5 Hot SPOTPercentage of Game Sales Attributed to HispanicsPercentage of Game Sales Attributed to Hispanics35%California AdultHispanic Population30%25%20%15%10%5%0%Scratchers SuperLOTTO MEGA Millions Daily 3 Fantasy 5 Hot SPOT– 32 –California Lottery 2007–2010 Business Plan
Page 3: CommissionersJOHN MASS, of Los Ange
Page 6 and 7: Introduction
Page 8 and 9: IntroductionIn order to fulfill the
Page 10: focus on huge jackpots and more foc
Page 14 and 15: Figure 1.2 - 2004-05 K-12 Percent o
Page 16 and 17: 1.1% General Operating ExpensesGene
Page 18 and 19: SupermarketsAlthough supermarkets h
Page 20 and 21: handles all Spanish language advert
Page 22 and 23: Fantasy 5Value Proposition: The bet
Page 24 and 25: 1.6 Organizational Structureof the
Page 26 and 27: ITSD consists of four offices and t
Page 30 and 31: Integrity,Security,Honesty,and Fair
Page 32: The CSL not only employsinternal au
Page 35 and 36: Since its inception, the CSL has wo
Page 37 and 38: Last year, the California Problem G
Page 39: Marketanalysis
Page 43 and 44: GenderThe household incomeof past m
Page 45 and 46: 3.2 Consumer ProductSales Compariso
Page 47 and 48: Technology TrendsAll of these techn
Page 49 and 50: are large, to maintain sales in lot
Page 51 and 52: IntroductionIn FY 05/06, the CSL re
Page 53 and 54: Figure 4.2 is a list of some of the
Page 55 and 56: Figure 4.4 - Overall PRIZE PAYOUTS
Page 57 and 58: Figure 4.5 shows that in terms of p
Page 59 and 60: Raffle GamesRaffle-style games are
Page 61 and 62: Pursuant to section 8880.64 of the
Page 63 and 64: Fig. 5.12 CSL Scratchers Game Growt
Page 65 and 66: As shown in Figure 5.13, the lotter
Page 67 and 68: Fig. 5.15 Sales per RetailerFigure
Page 69 and 70: etailers with special “Check-a-Ti
Page 71 and 72: Gaming System ComplexityThe CSL’s
Page 73 and 74: Fig. 5.19 Budgeted Per Capita Adver
Page 75 and 76: There is an opportunity to reverse
Page 77: Public Relations and OutreachOur fr
Page 80 and 81: Ticket Dispenser RestrictionsThe re
Page 82 and 83: IntroductionA careful analysis of o
Page 84 and 85: Unfortunately, increasing jackpot s
Page 86 and 87: Key StrategicInitiatives
Page 88 and 89: Shift the Jackpot ParadigmOur strat
Page 90 and 91:
12. Recruit Non-traditional Retaile
Page 92:
www.calottery.com600 North 10th Str
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