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Consumers
Analysis of 2 products: Friends Sets and Mindstorms
Demographic Segmentation
Age (Pre-School, Pre-Teens, Adults)
Sex (male & female)
Cohort Effects:
Friends= urban style
Mindstorms=technological era
Psychological Segmentation
PRE-SCHOOL
Visually attracted
Stimulations
PRE-TEENS
Trends
Exploitation of Lerning capacities
ADULTS
Quality
Connection: knowledge + application
Did you know?
● Each year, kids from all around the world spend 5 billion hours playing LEGO.
● On Earth, there is 70 LEGO bricks per habitant.
● If we put together each brick sold each year, we could go all over the world more than 10 times.
● With only six LEGO bricks (regular standard), it is possible to create more than 915 million different combinations.
Industry Analysis
Hybrid Segmentation
Sociocultural + Geographic Segmentation
CAGR of 2.9% over a
period of
3 years (2008-2011)
US Society
Traditional roles
Individual interaction
global economy
CAGR of 2.6%
"perfect life"
LEGO Group´s main activity is the development, production, marketing and sale of play material.
The market for traditional toys according to the Anual Report of 2012, experienced a decline in global value in the last year.
Expectations for 2013: global economic developments are expected to continue to impact the market for traditional toys.
Socio-economic level: set price
Friends=$5.99-$99.99
Mindstorms=$279.99
Psychographical Segmentation
Fashion & Wealthy lifestyle
Competitors
Innovative & creative way of life