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LEGO Brand

BA 492

Lego Group

on 13 March 2013

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Transcript of LEGO Brand

LEGO General Information of Product Life Style Brand- Family, children
Bricks, toys, experiences, and teaching aides geared towards children
Video and online games
Themed LEGO brick sets
LEGO Land and Theme Parks
Retail stores and children’s clothes
Board games
Team work kits for classrooms
Professional development program
Films and TV
Books and magazines Needs -Needs LEGO Fills:
Hedonic (subjective/experiential) and psychogenic needs (status, power, affiliation) (priorities of culture)
Nostalgic Needs
Different for both parents and kids Tactics History Direct Competitors Target Audience Marketing
Strategy Quotes James Cunningham, Hallie Exall, Spencer Haag, Spencer Olson, Austin Olson, & Amy Reede Questions? Connecting with People 1932: Christiansen Family founded LEGO in Billund, Denmark as a carpenter company
LEGO- "Play well" in Danish
1935: First product launched- LEGO Duck
1956: LEGO goes international
1958: LEGO brick launched- leads to creativity and imagination
1961: LEGO established in USA/ Canada
1968: First LEGOLAND opened in Billund
1999: first USA LEGOLAND opened in CA
Now- World's 4th largest Manufacturer in toys, now 10,000 employees in 130 countries
Latest developments: Themed lego sets and games Mega Bloks- Tyco Toys- Coko Bricks- Lego sued the CoCo company
in 2002 for copyright infringement for their
"Coko bricks". Lego wins. Tyco produced similar building
bricks for a period but the production
slowly faded. Legos biggest competitor,
Mega Bloks, provide colorful and durable bricks
for children and more advanced sets for older kids. Age 5 Age 65 "Fun!" "I love them!" "Boring." "They're for boys." "You can make so much." "I have so many." "I'm not creative enough." "Lego's Friends is stupid." "I still use them for fixes." "Great for kids." "No social skills." "Those f***ers are sharp!" "Ever stepped on one?" "So creative." "Best toys I've had." "Some of my best years." "Most creative kids toy." "No comment." "My kids love them." Prior to 2002:
LEGO’s target market was boys aged 7 to 12.
Adult fans were considered weird After:
They invited their most enthusiastic users, adult fans, to share their feedback and ideas LEGO focuses on use of innovative technology without moving away from company's core values.
Strong association with contemporary IT, and design & manufacturing systems
Can be purchased in:
LEGO brand stores
Toy or hobby stores
Prices can range between $5-$500 for normal sets Indirect Competitors Build a Bear - customizable teddy bears and clothing options that also allow the consumer to engage in the building process. Play Doh - Clay-like products that are very “hands-on” for the consumer where they are able to play with it and create their own shapes out of it. Etch A Sketch- A mechanical drawing toy where drawings can be drawn, easily erased and drawn again. Email subscriptions, Direct mail
Facebook, Instagram, Twitter, Google+
Turning relationships into loyalty
paying Attention to what is happening in the environment, online and culturally.
mobility to change awareness
Four main steps with trust in the center
Customize Godfred Kirk Christiansen describes LEGO's product attributes as being:
1. Unlimited play potential 5. Healthy, quiet play
2. For girls and for boys 6. Long hours of play
3. Fun for every age 7. Development, imagination, creativity
4. Year-round play 8. The more LEGO, the greater the value

LEGO has brand stores in Europe and North America. Some of these countries include The UK, Denmark, France and The Unites States.

LEGO education- After school programs and competitions with a common philosophy: well-thought-out, hands-on activities that motivate students and create a fertile environment for learning.

LEGOLand Park- Rides and activities for all ages. -Conditions consumers choose LEGO: Price
Different cultural norms (i.e. what's popular)
Outgrow/get bored
Too young for small pieces
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