LEGO- Niche MArketing
•Transferir como PPTX, PDF•
38 gostaram•61,835 visualizações
Niche Marketing analysis - LEGO
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Destaque
Semelhante a LEGO- Niche MArketing
Semelhante a LEGO- Niche MArketing (20)
Mais de Pravin Bokil
Último
Último (20)
LEGO- Niche MArketing
- 1. Presented by : GROUP 1 Nandini Aggarwal Ankur Arora Prachi Arya Vishnu Bhaskaran Pravin Bokil Hrinya Bose
- 2. Agenda • LEGO History and Evolution • Product, Positioning, Segmentation and Target market • Branding and Advertising Strategy • Brand Extension & Pricing • Distribution and Retailing • Competitor analysis and Future strategies
- 3. INTRODUCTION • Lego is the world renowned line of construction toys - interlocking plastic bricks • Transitioned from a carpenter's workshop to a global enterprise • Products have undergone extensive development but the foundation remains the same - the Lego brick which has been named the "toy of the century" twice • Infact The name 'LEGO' is an abbreviation of the two Danish words "leg godt", meaning "play well".
- 4. NICHE MARKET… The niche can be defined in two ways: • Brick based construction toy within the larger toy industry • Construction toys based learning systems for education
- 5. Development of Lego 1930s1950s • Ole Kristiansen starts making wooden toys • Company is named "Lego" in 1934 • Plastic bricks manufactured first in 1949 and then with improved design in 1958 1960s • Introduction of themes and wheels • Use of a new non-toxic material : ABS • First Lego-based train system introduced • Lego Land- theme park with elaborate models of miniature towns built entirely with Lego bricks • DUPLO- larger brick system for very small children
- 6. 1970s •Focus shifted to young girls - introduction of doll houses! •Mini-figures introduced •launch of the Expert Series 1980s •Technic series - robot based systems •Educational Products Department was launched •Lego World Cup held in 1988 1990s-2 000s •Introduction of movie based Lego themes - Star wars, Lord of the Rings, Pirates of the Caribbean •Books, magazines and Board games introduced •Films based on Lego Land •Business Consultancy - Lego Serious Play!!
- 7. SEGMENTATION Demographic Segmentation • Targets both the genders • Caters to different age groups with the primary focus on 5-12 years of age group Geographic Segmentation • Currently has its major presence in developed nations such as Western Europe & North America • Trying to expand its base in emerging countries such as India and China
- 8. Psychographic Segmentation The major target of Lego is People with following values • • • • • • Imagination Creativity Fun Learning Quality Caring
- 12. Product • Flagship Product- Construction Toys, Licensed products • Market share: 80% in US, Western Europe, 50% in Japan & Korea, 10% in India and China and 57% in the world • ‘Only the best is the best’ • LEGO products last for 40 years with good care • Licensed products have reaped the rewards Toys Market $157 Bn Video Games $74 Bn Traditional Toys $80 Bn Construction Toys $6.7 Bn
- 13. Positioning • • • • • Continuous Innovation Cannibalize old with new Brand Loyalty: Quality, creativity and environment friendly design Market share of 3rd largest company rise remarkably despite of 2008 economic slowdown, whereas it dropped for its top 2 rivals Mattel and Hasbro Highest growth in its category during slowdown
- 15. Brand Equity Brand Logo Consumer Based Brand Equity The LEGO brand is synonymous with imagination, creativity and innovation. Brand Promise High quality products made of ABS plastics
- 16. Advertising & Promotions • “Just Imagine” to “Play On” • Simple and imaginative ads. Mostly print advertisings.
- 19. Current Brand Strategy Builders Of Tomorrow
- 20. Brand Content Empire • • • • • • LEGO Click LEGO Micro sites LEGO Club Meetings LEGOLAND Brickipedia Packaging
- 21. Brand Extension….Continuous Innovation Lego is expanding to numerous lines of products without loosing identity How many LEGO toys a family can buy? • Accessories • Minifigures (pocket money price –a huge success) • LEGO Friends • Games and Puzzles • Thematic/licensed niches Lego Duplo Lego Technic NinjaGo Harry Potter etc. • LegoLand
- 22. LEGO in Video Games • Presence since 1997 – released over 40 video games. 1997 2010 2011 2012
- 23. LEGO Eyes Girls with LEGO Friends… • Category Expansion
- 24. More Product Lines… • Localized and event driven toys • Minifigures toys • Collectible trends
- 25. • LEGO-Theme based theme parks • Operated by Merlin Entertainments • LEGO-themed Rides for younger Children • Educational Elements such as hydraulophone , Mindstorm etc.
- 26. Pricing • Lego’s Company culture – say no to sacrifice quality for profits. • Charges premium for it’s product. • www.brickset.com Rs 325 Rs 19000 Rs 47000 Rs 73000
- 27. RETAILING AND DISTRIBUTION • LEGO Brand Store Direct Retailing • Modern retail • Online retail • Distribution is outsourced • Collaborating with competitors- Hasbro distributes Lego brick toys in India.
- 28. COMPETITION • • • • Chinese and Korean Lego clones- eg CoCo, Bandai Namco Unbranded brick toys at fraction of the price Hasbro has stronger presence in the key India through Funskool. Video games
- 29. RECOMMENDATIONS • Expand presence in India and Latin America • Use LEGO outlets in emerging markets-Successful in Eastern Europe and Russia • Obtain video game licenses- Target group susceptible to age compression • Continue innovating- Construction toys for girls, eventdriven toys • Be flexible on pricing and local sourcing
- 30. Thank You