Group ID :66

Assignment
What are the products that Lego sells and at what price point?
Lego is the world's largest toy company. The company flagship product Lego consist of variously
colored interlocking plastic bricks, an array of gears, figurines called as Minifigures and various
other parts. Basically Lego contains the large variety e.g.:
 Action and Toy Figures
 Baby and Toddler Toy
 Building and Construction Toy
 Learning and Education
 Model Building Kits
 Model Train and Accessories
 Puzzles, Etc.
Price Point:
There are large variety of products available at the online store it has been divided into 3 categories

1.Under 999
2..Under 1499
3.Under 2499
 Who are their Consumers?

Lego segment their customer in 2 groups

 Kids and Adults.
 Kids are the core consumers who utilize the products.
 Age Group= 1.5 years to 18 years
 Adults =We Further segment them into 2 groups ,Parents and people above 18.
 Parents who buy the product for their children
 Adults who have buying capacity and buy for their own entertainment.
 What is the core communication to consumers in ads?

▪ “Reimagine the world "is their core communication messages across all the consumers touch point online and offline.

▪ Lego India First India Campaign was "The Little Red Brick”

▪ The campaign aimed at young children to use Lego brick game to explore the creativity, make new things ,reimagine
the things you can do, break make explore, and build new things.

▪ The campaign intention is to play out how you can reimagine the world by playing Lego brick games.

▪ In Another Adult focus game category communication is clear to pursue your passion with Lego brick games by
making Bikes,Hotels,sneakers etc.

▪ As Lego collaborate with various Brands like Marvels and Disney and make exclusive Brick games on the themes like
,Star Wars, Harry Potter and others, their core communication is clear play and build your favorite character.
 How does the brand acquire consumers currently?

 Enhanced Customer Care Services –

 1. Lego partnered with Medallia to address customer care inquiries.
 2. Used email marketing to communicate the problems in packaging directly with the users.
 Co-creation Partnerships –
 1. Lego has extended its brand by developing multimedia content in collaboration with other well
known brands such as Star Wars and Cartoon Network.
 2. Each Lego toy series has a fictional universe that’s supported by microsites, online games and even
serialized films through its partnership.
 Platforms for Interaction-
 1. My LEGO Network social networking site designed for kids with extensive parental and safety
controls.
 2. LEGO Click allows older hobbyists to display their Lego creations with photos and videos.
Brand Project: PHS
Thank You