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Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. In order to strengthen LEGO?s brand image and reputation, the companystarted its corporate branding strategy in the 90s.
As part of the company?s 3-year global marketing communication campaign,market research must be aligned with the goals and objectives of thecompany.
Internet Market ResearchLEGO, judging from its current marketing strategies, recognizes theimportance of the internet in achieving success. To give you a generic idea how a Social Media Marketing Plan integrates together, we have developed this simplified diagram. Blogs take time to draw a following, but in the mean time, it can be used as content management tool to automatically update the News section of your web site. Content Management System - Automatically summarized on the web site in your News Section with no additional HTML editing by JavaScript code provided by OMG. Social Media Control Panel - write and schedule Tweets, LinkedIn posts, and Facebook posts to coincide with Blog articles. Social Media takes time to draw a following, but in the mean time, they can be used as content management tool to automatically update the News section of your web site.
With minimal cost (about $50 per month for the email broadcast system) and a couple of hours every few weeks, we can build a long term strategy for driving traffic and keep the News content on your web site, blog and social media fresh.
Paid games are also monetized via clickable (tappable) ad sponsorships embedded within the games.
Bill Philips, President, oversees the general management, including game development, of MNG. You must have JavaScript enabled in your browser to utilize the functionality of this website.
It can also be used to strengthen the image of LEGO as a “good play”toy.Relationship MarketingRelationship marketing is a concept that stresses the importance ofdeveloping long-term win-win relationships with prospects and customers. The primary purpose of market research according to Baines andChansarkar (2002) is to gather information which will allow a company of anorganization to make better, more informed decisions.
An interview isconcerned with gaining insights and determining meaning from aninteractional relationship between interviewer and interviewee. It is expected that the useand contribution of internet in marketing will continue to grow. By entering posts into just a few control panels, it populates Twitter, LinkedIn, Facebook, your blog, and email broadcasts. Brief summaries teasing readers to see if they are interested in more info using excperpts from the Blog articles. It can be scheduled weeks in advance so you can focus on your core business, while your social media works on building traffic and ultimately sales. Our team is comprised of two unique individuals who have a solid background in mobile communications and marketing. Prior to forming the company, he was Vice President of Products at a major wireless telecommunications provider for 5 years. It isa marketing communications approach that is aimed at establishing profitablerelationships with loyal customers. Market research isclosely linked to the marketing concept as it implies a customer focus, that thecustomer is central to the activities of the company, and the opinions of thecustomer are highly valued and useful aid in decision-making (p.

In-depthinterview is the communication between an interviewer and the individualparticipants.
It is thenjustifiable that LEGO employ the internet in researching about its consumersand markets.The internet according to Baines and Chansarker (2002) has become aprimary source of information for researchers. Your web site then aggregates all of the posts into one spot, all leading to contact with your company. Together with a team of local and international software development staff, we are able to bring to market a wide array of unique mobile games that provide an experience that other gaming companies do not.
Donna's prior experience includes developing the key marketing plan that launched several mobile versions of games for a large video game producer. Relationship marketing according toDuncan (2002) is marketing seen as relationships, network and interaction. This is applicable forexperiential brands such as LEGO.LEGO was a strong umbrella brand, guiding the company though extensiveinternational growth as well as product innovation. The world wide web providesready access to secondary data on all aspects of business, includingestimates of the number of consumers connected to the internet, analyses ofspecific market sectors, marketing intelligence reports and competitorsprofiles (p. It will also be heavily linked back to your web site and display phone numbers and email addresses to inspire contact. Donna will be assisted by 2 marketing interns hired from local universities as co-op students throughout the year. Itis aimed at establishing long-term relationships with customers.The relationship marketing strategy of LEGO will focus on the different playmaterials that it offers based on the market segments.
However, in the 1980s andthe 1990s, brand extensions and product sub-categories have resulted to afragmented LEGO brand. TheMarket Research Society of the United Kingdom defines market research as“the collection and analysis of data from a sample of individual ororganizations relating to their characteristics, behavior, attitudes, opinions orpossessions. In-depth interviews usually lasts for an hour and the interviewermay ask open-ended questions. These students will handle the more routine aspects of the marketing efforts while Donna focuses on the key strategic relationships. In order to deal with the challenges facing LEGO ofmaintaining the company heritage and at the same time allowing continuousinnovation and expansion, the company employed a corporate brand strategy.The corporate brand strategy of LEGO was made up of 4 cycles.
It includes all forms of marketing and social research such asconsumers and industrial surveys, psychological investigations, observationaland panel studies” (MRS 2000 cited in Baines and Chansarkar 2002).In order to LEGO?s market research to be successful, the company mustbecome more consumer-centric. The objective of the in-depth interview is toprobe the respondent?s answers in order to identify underlying reasons andmotivations. Play materials (0-5) consists of LEGO Primo (sets of toys for children frombirth to 36 months) and LEGO Duplo which targets basic bricks and themedsets at children in the 18 month to six-years old age group.2. The firstcycle focused on stating the foundation for the corporate brand and linking itto corporate vision.
The company must focus its researchinitiatives on the consumers rather than its competitors.
For onething, the internet can be a tool for obtaining primary data in the form of onlinepolls or online surveys. Discussed below aresome of the market research methods that LEGO can use in its 3-year globalmarketing communication strategy.Focus GroupsFocus groups or group discussions is one of the most popular form of marketresearch. The interviewer is free to let the respondent explore a number ofissues related to the central themes of the questions (Baines and Chansarkar2002).Like focus groups, the data that can be gathered in in-depth interviews tend tobe subjective.

The traditional LEGOBasic and LEGO System, which has more than 150 different sets based on arange of themes designed to appeal to boys. A focus group according to Baines and Chansarkar (2002) is aninformal discussion conducted with approximately eight to twelve people whoare assembled by a business or research agency to discuss some aspect ofmarketing. Lastly, the fourth cycle focused on integrating vision, culture andimage (Schultz and Hatch 2003).In the next three years, corporate branding will remain as a strategy tostrengthen the LEGO brand and the reputation of the company.
Play materials (7-16+) pffers a range of LEGO Technic products, based ona technical design and construction system. In the nextthree years the LEGO brand will create a strong image and reputation in theminds of the consumers by the different offerings of the company.
The focus group research method can be used by LEGO in assessingand studying consumer preferences, needs and wants. In-depth interviews are limited in scope asthey only represent a small slice of the consumer population.Desk ResearchAs stated above, the researcher cannot rely solely on the results of interviewsand focus groups. This has recently been joined byLEGO MIndstorms, a new kind of system using a microcomputer which allowschildren and adults to build robots that are capable of moving.Strengthening Lego?s Brand Image and ReputationLEGO group has embarked on a research in order to find out how consumersconnect with the LEGO brand. Thecompany will still focus on the consumer experience with LEGO that servesas communicator of the LEGO brand. Focus groups can beused by LEGO to determine which products and product features must bedeveloped and improved. One useful research method, which can be used to presentsupporting evidences, data and information, is desk research. In conjunction with LEGO?s revision of brandarchitecture, the company did a research, which aimed to study howconsumers see and connect with the LEGO brand.
According to Baines and Chansarkar (2002), focusgroups can be assembled to discuss the following:1.
Desk researchaccording to Baines and Chansarker (2002) is conducted from the office, acomputer, or a library using existing sources of information and can servemarketing managers? needs for information on their markets, environments,competitors, and customers (p. It has been found throughresearch that consumers? images of the LEGO brand differed by marketsegment. Desk research can be used by MarketResearchers at LEGO as a first step in the market research process. The Asian and Latin American consumers, onthe other hand, view LEGO as an innovative and fun brand.In order for the company to dig deeper into the differing opinions ofconsumers and to have more understanding of how parents and childrenconnect with the brand, the Global Branding unit initiated ethnographic studiesof families with children in many locations around the world. Deskresearch can be used in obtaining data and information that may guide theflow of market research the company will conduct. These studiesreveal that in every culture, play is an important aspect of childhooddevelopment and of life.
The studies also reveal that parents and childrenassociate the LEGO brand with bricks, construction, creativity, imagination,and the experiences of authenticity and autonomy. The core values of LEGO that will be communicated tothe employees and will be embedded to the organizational culture are self-expression, endless ideas, playful learning, active fun and trust. Sinceconducting primary research such as focus groups and in-depth interviews indifferent markets around the world, require more time, effort, and resources ofLEGO, a desk research can be used to obtain existing data from reliablesources.

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