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Lego´s Segmentation Strategy
Transcript of Lego´s Segmentation Strategy
Analysis of 2 products: Friends Sets and Mindstorms
global toy industry 84 billion U.S. dollars
How little bricks conquer the world!
Importance of segmentation.
Company identifies who takes and influences buying decision
Mattel has a market capitalization of $14.4 billion
284 U.S. dollars spent per child in the
CAGR of 2.9% over a
3 years (2008-2011)
CAGR of 2.6%
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.
Age (Pre-School, Pre-Teens, Adults)
Sex (male & female)
Friends= urban style
Socio-economic level: set price
Fashion & Wealthy lifestyle
Innovative & creative way of life
Exploitation of Lerning capacities
Connection: knowledge + application
Sociocultural + Geographic Segmentation
Hasbro has a market capitalization of $5.4 billion
The LEGO Group had become the world's most valuable toy company with a value at over $14.6 billion
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.