Founded by carpenter Ole Kirk Kristiansen, the LEGO Group remains a private, family-owned company based in Billund, Denmark. Open. Lego: How its marketing strategy made it the world's favorite toy Mads Nipper, the former head of marketing and product development, liked to say, Kids will never lie to you about whether somethings fun or not.. Strategies for LEGO.docx - Product:LEGO Architecture It had acquired a debt of some $800 million, a negative cashflow of $160 million, and a year-on-year 30%fall in sales. Lego Group Employee Alignment. Topics. We are making these investments from a sound financial base to capture the opportunities being created by mega-trends, such as digitalisation and global demographic and economic shifts which are reshaping the industry. LEGO's products are based on a strong culture of creativity and have a high-quality brick system. Get practical tips and insights on growing your eCommerce sales. Positioning strategy is an important component to competing in the marketplace for customers. Lego believes it has a role to play in equipping children with the skills they might need in a future job market set to be disrupted by automation. Featuring the same, iconic brick design that hasn't changed in 50 years, LEGO is not a toy brand; it depicts the childhood of a major proportion of the world's children - being constructed, brick by brick. This growth is the result of six key factors in the overall LEGO marketing strategy. Lego may be the building blocks of the toy industry, but it hasn't always had a smooth ride. In this course you will learn how organizations create, capture, and maintain value. LEGO is a good source of inspiration for companies in Latvia that want to create a strong brand story, thereby increasing their visibility through communication via social media. But in general, you position your brand so that your target market views it as: top-tier; . Analysis and examples of Lego's identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content. Their attempt to innovate resulted in the creation of product lines that did not cater to consumer demand, resulting in plunging sales. Lego started producing Lego sets which used to have a specific theme attached to it and the bricks and the figurines designed accordingly. Earn your MBA and SM in engineering with this transformative two-year program. In the 21st century, LEGO remains a thriving, highly adaptable company. 4. In fact, it is difficult to find any construction-related toy which is not, or does not relate to, LEGO. At the same time, the Global Insights division was created, the purpose of which was to research market trends and find out what parents and children wanted to see. Get answers and chat with the team. Through a mixture of old and new, LEGO has cherished the classics while embracing innovation, entrepreneurship, and technological change. (originally published by Booz & Company) Lego art by Sean Kenney. The LEGO Moviefranchise andThe LEGO Batman Movieraised the profiles of its licensed properties while celebrating LEGOs philosophy of play. The LEGO Groups logo was designed in 1973 and has not been changed since. As explained by LEGO, the company does rigorous research to finalize the prices of different pieces in the set and cost of the new unique moulds if they are required and also the cost of licensing new characters from other brands and companies (Help Topics - Customer Service . This focused strategy paid off, as LEGO saw a 4% increase in profits and sales in 2018. It has mastered the art of design, production, and manufacturing of toys. Solved Marketing Strategy : LEGO Objectives, Marketing Mix, 5C, Plan Although, he added that the company would not be aiming . You will learn about the two main generic strategies that businesses can pursue, which can be complemented by broad or narrow scope to yield four key types of strategic positioning. Already thinking about how to grow your brand? Lego had even been able to engage its existing customers to influence new product development and nurture an entirely new consumer base. LEGO's detailed construction plans for their products are the right strategy. With the invention of the interlocking plastic brick, a favorite toy of generations, LEGO was a poster child for business innovation that is, until it wasnt. The study examines how interest towards toys turns into playful and productive activities at adult age, through actual manipulation of three types of contemporary playthings: dolls, soft toys and action figures. Lego Brand Strategy - 2758 Words | Internet Public Library Based on our platforms data, during 2020 weve seen that a benefit-driven exit-intent pop up on the checkout process had a median conversion rate of 1.47%. Rebuilding Lego, Brick by Brick - strategy+business We have to innovate across the whole experience from product to marketing, the whole value chain, she said. Brand Positioning on Social Media and Why It Works part of the brand's wider strategy to help people understand the creative value of play by instilling a "fresh creative culture" in children. The patents have expired, and many companies can do the required plastic molding even to Lego's very strict specifications. Many of these new products included motorized and electronic elements; however, these frequently proved to be more expensive to make than their selling price. ", Explore Bachelors & Masters degrees, Advance your career with graduate-level learning. The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. It will also impact our costs. Module 4: Strategic Positioning and Strategic Renewal. "They believed they needed to disrupt themselves before somebody else did.". In addition to that, there were conventional marketing strategies followed such as Online, TV, and print media. LEGO Architecture series is currently in the growth stage. In 2017, journalist Maia WeinstocksWomen of NASALEGO idea gained the necessary 10,000 votes from supporters, was produced, and became a top-selling product on Amazon. The Chinese authorities have been supportive in helping to uphold the firms intellectual property Lego has won cases against six copy-cat companies. The toymaker recognised the need to expand into markets that were still growing, such as China, but was struggling to do so, said chairman of the group Jrgen Vig Knudstorp, in a press statement. The Pricing of LEGO products are higher than competitors. His strategy was a unique mix of innovation and going back to the basics. The company also plans to open more than 70 Lego brand stores outside of China this year, including its fifth flagship store in Amsterdam, The Netherlands. By continuing to promote the educational value of their toys and market them as a way to nurture a childs interest in STEAM, LEGO ensures its products are parent-approved. This approach incentivizes parents to keep buying, whichs been key to the LEGO marketing strategy from the start. A 12-month program focused on applying the tools of modern data science, optimization and machine learning to solve real-world business problems. Check out 6 ways to break through the barriers to international expansion. . Outside of work, Joyce loves reading, traveling and exploring her new found home in the ancient city of Athens. When Lego was suffering financially, it decided to serve the entire Europe and Asia by opening a distribution centre in Czech Republic, East Europe which was supposed to cut logistics costs by 20 percent. LEGOs claim to fame goes well beyond its famous interlocking plastic bricks. Store expansion should help secure sales growth. Lego, well known for its toys based on interlocking bricks, was founded in 1932 in a carpenter's small workshop in Denmark.. Ole Kirk Kristiansen, founder of Lego, started by making simple wooden toys. Its popularity on social media has encouraged fans to create their own LEGO fan channels, such as Beyond the Brick, a YouTube channel with over 821,000 subscribers who promote additional awareness of LEGOs brand independent of the companys marketing efforts. That creates a lot of hunger in the organisation, she concludes. The company's pricing strategy is targeted at middle-class families with . Browse marketing strategy and 4Ps analysis of more brands similar to Lego. STP marketing: The Segmentation, Targeting, Positioning model Innovation leaders need to lean on a range of different approaches for innovation, since tactics will vary depending on the scenario and business goals. Following from its success in China, Lego is looking to . Some popular movies released are Lego: The Adventure of Clutch Powers, The Lego Movie, The Lego Batman Movie etc. It became a medium of creative play and enhanced critical learning abilities amongst children. This course is part of Gies College of Business suite of online programs, including the iMBA and iMSM. Copyright 2015 - 2019, Map & Fire | Handcrafted in Los Angeles. It started as a toy manufacturing company but it had also become a great marketer. What is current Positioning strategy of LEGO company. Product Become a lumbering beast, and its not easy to change course when you see the landscape changing. An interdisciplinary program that combines engineering, management, and design, leading to a masters degree in engineering and management. How did it manage to turnaround its business and emerge as one of the worlds leading toy companies? It would put money into opening stores, while shipping less product to retailers in the US and Europe. During that same year, it had sales totaling some $5.1 billion. Therefore, the company launched the first sub-brand of LEGO Duplo for young children and after that the more advanced LEGO Technic was introduced to older men. Due to its marketing strategy and its ability to perfectly blend with the local cultural background . Lego is a leading plastic toy manufacturer which specializes in construction toys. Lego technic was a complex form of the Lego toys which included building complex machinery. LEGO consumers spend nearly 5 billion hours per year on LEGO products. The company has also partnered with Disney, Marvel, and DC Comics to create its popular Star Wars and superhero-themed playsetswhich are vital marketing tools since they generate publicity and drive higher sales. Step 1 - Marketing Research & Analysis. Define the appear triggers of your exit intent pop up, Tip: You can create different exit intent pop up for returning or new visitors, 6. Growth slowed in the 1990s for a number of reasons, including a rise in digital play experiences from companies such as Nintendo and Sony, the rise of Toys R Us and other big box stores, the expiration of LEGOs brick patents, and the relocation of production of Mattels and Hasbros products to China, lowering the cost of their competitive toys. With an 88-year history, LEGO has accumulated some veryimpressive statistics, including: The success of the LEGO Group may seem like a phenomenon. LEGO has always promoted its plastic bricks as educational toys that empower children to become imaginative, engaged learners through play. A Childrens clothing called Legowear offers clothes by Kabooki, a Danish company, under the license from Lego group. LEGOs journey from market leader to the brink of bankruptcy and back yields valuable insights for companies seeking to revitalize mature products. You will be able to: According to Forbes, it was ranked as the worlds 91st most valuable company in 2018, with a valuation of nearly $7.8 billion. In this Lego SWOT analysis for 2021, you will see what makes this Danish company one of the biggest toy companies in the world. Pexels Even if LEGO achieved a recovery rate of 1% from the benefit-driven exit intent pop up strategy, this means that its additional turnover would be around 6 million US dollars. As a result, your perceived value among prospects will skyrocket. This mix of time-honored ideals and cutting-edge marketing enables them to adjust to societal changes and grow even through challenging times. Grounded. Pixabay, This case is about the branding strategy that global toy manufacturing company LEGO Group adopted to restore its brand image and expand its outreach among consumers across the world. [4] The goal was to generate customer feedback on a small scale before making substantial investments, illustrating LEGO's . But just 16 years ago, in 2003, LEGO was on the brink of bankruptcy. Equally, when opportunities present themselves, you need to be able to react quickly to take advantage of them.