The
Marketing
Insight of
LEGO stays in touch with their customers to always directly and also indirectly without personal
inform and remind them of new releases, promotions. contact.
By these interactions, they try to persuade and It collaborates with celebreties, movies, series,
influence customers’s attitudes and buying behaviors. games and even other brands that they know
customers are interested in. This way, tempted to
The brand can communicate with their customers buy the creative builds.
Physical Evidence
The 7Ps of Marketing Has samples of some sets on display in store and are available to check out
on their website.
PLACE PEOPLE
Located in more than 130 countries and can be sold When going to stores, people are there to help you make your choice and
online or in stores. answer your questions, when ordering online, people in customer service
are there to help you sort an issue or answer your questions as well
PRICE PROMOTION
Sells at a higher price than other in the market Promote their product in different ways, by advertising on different social
because of its quality and features. Sometimes low media platforms, by having ads on television and radio
prices are set for bundles.
PRODUCT PROCESS
Products are made with high quality and are There is an online delivery process which lets customers express their
different from one another to please everyone’s feedback so that the store can understand more thoroughly what customers
interest. need. Retail stores always try to be in stock to provide for customers.
(Slideshare, 2019) | (Lilit Khachatryan, 2023) | (MBA Skool Team, 2021)
Segmentation, Targeting Positioning
Psychographic: Demographic: Behavioral:
1. Adults who have a Parents who have less children, 1. People who actively engage with on product LEGO is known as everyone’s favorite
connection with the brand millennials and teenage adults design via customer involved programs.
who want to relax and enjoy
toy brand for plastic bricks. It delivers
and are willing to spend
2. People they have private information's
money on Lego sets. their free time and about. amusement, fun, creativity,
2. Parents spending time preschoolers and young kids. imagination and it is also educational.
3. Someone that got LEGO, went to their store
with their kids. and or parks. LEGO can be purchased and used by
3. Kids who enjoy their time 4. Person who got LEGO in 12 months.
playing with Lego while anyone from any age.
Geographic: 5. Person who got LEGO once Person that have
being fun, creative, caring, LEGO has stores all over the never got LEGO.
imaginative. world as well as theme parks. (Slideshare,2019) (2023 ,Thinkbastien)
SWOT Analysis LEGO is a toy company that changed the
world of toys. It became one of the most
Strengthts Weaknesses
respected brands in the world.
• Global presence • Pricing
• Innovation • Imitation It was mainly targetting children between
• Variety of themes • Intense competition the age of 1 to 15. However with time,
• Educational • Video games LEGO grew and got people from all ages
• Good quality
interested.
• Creative expression
When it comes to LEGO, age doesn’t
(2019,Slideshare)
Opportunities Threats matter as long as you are having fun,
• Collaborating with other brands • Digitalization creating, learning and broadening your
• Environental issues imagination.
It’s unique selling point is the fact that it has a
LEGO Unique system of play where it stands out from other
Selling Point toys such as cars, dolls, video games. Also how
anything can be build and created with lego
(USP)
bricks. Your imagination is the limit.
(MBA Skool Team, 2017)
Wakalet work Marketing
The
Insight of
Week 1
I realized how much ads increased after the coronavirus.
Week 2
Today we learned about the Ps of marketing and that there are several ones. The important 7 that we are focusing
on in this unit are people, price, place, promotion, physical evidence, product and process.
Week 3
We introduced what SWOT analysis in marketing is and what does it mean. It’s explained in four points which are
the, strenght, weaknesses, opportunities and threats of a brand. We saw this through lululemon and how they
changed thir business strategy to incorporat new products.
Week 4
For this week, I was really interested at the topic at hand, a bit more than the rest sinc we talked about consumer
proposition, perceptions and selective exposure and about identity . We got to see how consumers react, differently
when seeing a product, depending on what it is. We also got to see how someone can form and have a brand
identify them.
Week 5
We were introduced to what STP process means stand for , this process helps you to identify your targeted audience
so that marketers can focus on them and what products they want and need.
Week 6
Today we learned about the different type of shoppers and how someone’s emotion can affect someone’s behavior
when shopping. We also talked about the e-commerce, the benefits and inconveniences.
Week 7
Today we talked about experience, what’s an experience, who can live an experience and the four realms of
experience.
Week 8
We talked about what market communications are and the different way to communicate with consumers and
customers. It can be directly indirectly. When spreading a message, it is thought through clearly, like what will be
said, how it will be said, when will it be said, where it will be said, who will say it and to who.
Week 9
This week we were introduce to the communication mix in marketing. Several modes of communication are
included in promotional mix such as advertising, sales promotion, personal selling, direct marketing, PR, interactive
marketing and word of mouth marketing. Each of these modes were introduced during this session, their
importance and how they make a great promotional mix.
Week 10
This week we started talking about brand packaging and how it’s a part of the brand’s image. If a brand decides to
change its packaging the brand’s image and consumers perception of the brand will change and decide to not buy
such product if the new packaging minimized the quality of the brand. We also talked about labelling and how a
label can be eye catching and speaks volume of the brand as well as aethetic values in term of design. Brand equity I
te most important part of marketing, everything else comes next.
Week 11
Today we talked about global brand development and about moslow’s hierarchy of neeeds, there are 5 stages:
self-actualization, external and internal esteem, social, safety and physiological. This is why local products go
beyond being local. However, brands aren’t accepted and percieved the same way everywhere and sometimes don’t
provide the same We talked about the 3 parts of strategic alternative in global marketing.
Bibliography Marketing
The
Insight of
Follow, U. (2023) Marketing strategy of LEGO company. At:
https://www.slideshare.net/UmurMutlu/marketing-strategy-of-lego-company-159374932 (Accessed 2023/01/10).
Frediani, B. (2020) Decoding the brand strategy of the most successful companies. At:
https://thinkbastien.com/brand-strategy-blog/decoding-the-brand-strategy-of-the-most-successful-companies
(Accessed 2023/01/10)
Khachatryan, L. (2021) Market segmentation of Lego. At:
https://thesocialgrabber.com/market-segmentation-of-Lego/ (Accessed 2022/12/06)
Lego Marketing Strategy & marketing mix (4Ps) (2017) At:
https://www.mbaskool.com/marketing-mix/products/17385-lego.html (Accessed 2022/12/06)
Lego SWOT analysis, competitors & USP (2013) At:
https://www.mbaskool.com/brandguide/media-and-entertainment/5962-lego.html (Accessed 2022/12/06)
Marketing mix Lego (2019) At:
https://www.essay48.com/term-paper/13884-Lego-Marketing-Mix (Accessed 2022/12/06)
Pratap, A. (2019) Marketing strategy of Lego. At: https://www.notesmatic.com/marketing-strategy-of-Lego/
(Accessed 2022/12/06)
Shapira, I. (2017) Lego’s plastic bricks transformed childhood. Are they sturdy enough to survive screens? At:
https://www.washingtonpost.com/news/retropolis/wp/15/09/2017/legos-plastic-bricks-transformed-childhood-are
-they-sturdy-enough-to-survive-screens/ (Accessed 2022/12/06)
Sudhakaran, A. (2020) Lego SWOT analysis 2021: Building blocks of success. At:
https://pestleanalysis.com/Lego-swot-analysis/ (Accessed 2022/12/06).
