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Uniqueness of the LEGO Marketing Strategy
Toys are a fun and necessary part of each child’s development. Totally different materials like wood, clay, paper, and plastic are wont to create toys. Several things are designed to function toys, one amongst the foremost well-liked toys is Lego and additionally popular toys of all time and could be a house name everywhere the world. Around 300 million people all over the world play or have played with lego. The name Lego was introduced by putting together the first two letters of the Danish words meaning ‘play well’. (Mair, A., 1988.) That, from the beginning, was the aim of the markers of lego to enable children to ‘play well’. Building wooden toys in Denmark, Ole Kirk Kristiansen realised that plastic would be the ideal material for the purpose (Anon, 2011.) Hearing and doing the word of Jesus means that we will build our lives well.
Lego is a useful innovation because it is not just a toy, helps to develop experiences in the classroom that bring learning concepts to life. Lego mini figures and bricks with other peers gives children the same skills they would learn in dramatic play or from using a dollhouse so Lego users have an extended tradition of innovation and sharing their innovations with each other. In 2005, Lego set created the Ambassador Program to supply a quick and direct approach for the corporate and its fans to induce into contact with each other (Antorini, Y.M., Muñiz, Jr, A.M. & Askildsen, T., 2012.).
LEGO is synonymous with innovation in corporate circles. But innovation is something that has to be rekindled every few years, even at the LEGO company itself. Famous for its plastic, interlocking toy blocks, the corporate was started back in 1932 in Denmark, and has been better-known for its spirit of innovation. Lego has been increasing growing in sales at 24% per year every year for the past five years and growing profits at 40% per year every year for the last five years (Jeo, 2013).
Lego wasn’t simply restricted to toys however it conjointly entered a far broader area within the market. It started as a toy producing company however it had conjointly become a good merchandiser. Following are the product or services in its promoting combine that is obtainable to any or all customers: Video Games by Lego Media International Limited include Lego Island, Star Wars, Batman more recent being a game based on The Lego Movie (Sandwell, I., 2017), Board games such as Lego Games (Minotaurus, Creationary, Ramses Pyramid), Films and Television are the release of the movies led to the shortage of Lego products in the store and there were huge amounts of pre-orders (Anon, 2010). As well as children’s clothing of Lego Wear clothes by Kabuki, a Danish company, under the license from Lego group. It produces clothes for children until the age of twelve.
Lego is headquartered in Denmark and has its major production units within the UK, US, Singapore, and China. Lego is gift in around 132 retail stores around the world, most of that are gift within the U.S. Retail stores aren’t the sole places that carry the choice of Lego toys however you’ll be able to obtain them at flick theaters, amusement parks and common division stores and toy stores. The toys are exported throughout the world so that the toys are made more accessible to the people. The toys can also be bought online from several sites such as Amazon, eBay etc. India also received its first Lego outlet in 2014 at Chennai, Tamil Nadu and it is sold by FunSkool under a license.
Lego was made popular not just through the conventional media but also through unique marketing strategies. Lego, once it started off, consisted of simply plastic bricks little|and little|and tiny} figurines that you may use to form small structures. It went more and connected themes to the Lego set sets (Andrews, J., 2002). The themes were an inspiration from cartoons, comics, movies and video games. In addition to that, there were conventional marketing strategies followed such as Online, TV, and print media. Hence this concludes the Lego marketing mix.
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