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Marketing Opportunities involving the consumer
Bringing the LEGO Friends Universe further
Play Well
Imagination Quality
Creativity Caring
Learning Fun
LEGO Friends Events
Tangible merchandise and giveaways
Inspiring and developing the builders of tomorrow
The Role of LEGO Friends
Targeting a specific particle market and segment
Acknowledging the difference between
NEEDS and WANTS
Girls -They wanna have FUN
Online Communities
LEGO creates:
Possibilities
Imaginations
Creative experiences
for boys AND girls
Incorporating the feminine facets of play into the LEGO product line:
Feelings
Options
Colors
Expressions
Details
Emotions
Story lines
Relations
The LEGO portfolio
Introducing LEGO Friends
My opinion:
A natural contribution to the product line acknowledging the difference between children and
boys and girls
Lego.com
Facebook.com
FriendsBricks.com
Market research
Needs and Wants
Segmentation
LEGO Friends
My thoughts on:
- The role of LEGO Friends in the LEGO portfolio
- The most critical strategic considerations for LEGO Friends
- My favorite element and function of the LEGO Friends Universe
Critical Considerations
26.08.2013
Bente Lundstrøm Schmidt
Strategical considerations for LEGO Friends
What girls want
LEGO
Strategy development:
Different perspectives on how to race children
Stereo type formations
Gender discrimination/differentiation
Marketing:
Cultural challenges
Being true to the brand
Competition
LEGO Boys LEGO Girls
Some medias' are criticizing how LEGO is stating the difference between
girls toys and boys toys
Involvement
Co-creation
Authenticity
Uniqueness
Belongingness
Overcoming threats
Using brand equity and authentic marketing opportunities for LEGO Friends
Key strategic Challenges
Value to the customer =
Value to the brand
2 plus customer rule
Focusing on the entire decision making- and buying process
Product Life Cycle
Short-term AND Long-term strategy
Technology and Social Media Impact
Managing reputation and brand
Always keeping up on competition, publicity, goals and expectations
The decision making process
My favorite element
PLC
Product: Olivia's tree top house
Function: The ability to play different roles
Marketing perspective: Meeting the users' want to interact and "be a part" of the LEGO Friends universe
Threats:
Staying true to the brand during the process
Determining short-term (introduction and growth) and long-term (maturity and decline) strategies
Competition and reputation