1. By : Isaiah Johnson PRD. 4th Market Analysis Paddy Power

2. Marketing Function o A Marketing Function is accounts indicate the function performed through the expenditure of funds. o A marketing function that identifies products and their source and differentiates them from all other products. o Paddy Power believes that through innovative betting products and high standards of customer service

3. Marketing position o The company said highlights of the year included establishing the number one position in the Australian online corporate bookmaker market o a new business-to-business revenue stream, securing PMU in France, the world's second largest betting organization o the first client; the opening of 25 new shops in the UK, and increased market share and turnover in all divisions. o Paddy Power said it increased market share in Irish Retail from 26% to 32%

4. Key Marketing Objectives o The company is a service provider in the betting market. o Its core approach is to make low-stake betting. o (where the gambler places a small amount of money on a bet) o It has become well-known for its introduction of money back gambling.

5. The main market segments the company appears to aim at o SportsLive Betting o PokerCasino o Financial TraderGames o PlayersLotteries o BingoMobile

6. The marketing implications o Paddy Power’s strength in marketing lies in its mixture of people, prowess and priority, making it one hell of a force to be reckoned with.

7. Market Share o pledged to tackle tough trading conditions and grow market share as it reported a 12 percent fall in earnings. o Paddy Power shares rose 3 percent to 23.75 Euros. o These results further illustrate that Paddy Power is one of the strongest players in the sector