Maine State Library Maine State Documents Alcoholic Beverages and Lottery Operations Administrative and Financial Services Documents 9-2014 Maine Lottery Segmentation Study, 6 Segment Solutions – Segment Overviews Simon Jaworski Leger Lance Henik Leger Follow this and additional works at: http://digitalmaine.com/bablo_docs Recommended Citation Jaworski, Simon and Henik, Lance, "Maine Lottery Segmentation Study, 6 Segment Solutions – Segment Overviews" (2014). Alcoholic Beverages and Lottery Operations Documents. Paper 4. http://digitalmaine.com/bablo_docs/4 This Text is brought to you for free and open access by the Administrative and Financial Services at Maine State Documents. It has been accepted for inclusion in Alcoholic Beverages and Lottery Operations Documents by an authorized administrator of Maine State Documents. For more information, please contact
[email protected]. Maine Lottery Segmentation Study 6 Segment Solutions – Segment Overviews Prepared by: Prepared for: Simon Jaworski Sr. Vice President, Leger Maine Lottery Lance Henik Scientific Games Sr. Account Manager Background and Objectives As with any market research endeavors, actionability is the key to any segmentation approach! To be successfully actionable, a segmentation study must address the following three key criteria: Who They Are? What Lottery Players Do? Why They Do It? To this end, Leger’s objectives for the Maine Lottery Segmentation Study were to: 1. Allow the Lottery to use information attained in the segmentation study for strategic planning, product development, product enhancements, pricing, market positioning and communications. It is anticipated that this data will help the Lottery maximize revenue potential and minimize risk associated with new product introductions and product enhancements. 2. Learn the values, attitudes, motivations and lottery buying behavior of Maine adults which results in a division of the public into categories known as segments.