Table of Contents • Brand Research • Mission and History • Library Research • Promotion, Place, Product, Price
• Qualitative Research • Observational Research • Focus Group
• Visual Brand Analysis •
Visual Branding
• Objectives •
The Big Idea
•
Key Objectives
• Creative Execution •
Magazine Ad
•
Billboard Ad
• Target Audience
•
Newspaper Ad
• Consumer Profile
•
Social Media
•
Overpass Ambient
•
Wallscape Design
• CSR • Key Insights
• Quantitative Research • Perceptions of brand and media usage
• Competitive Research
• Media Plan and Budget Allocation
• Main Competition
•
Budget Allocation
• Competitive Matrix
•
Media Flow Chart
• SWOT Analysis
• Appendices •
Bibliography
Brand Research
Mission “Inspire and develop the builders of tomorrow� -The Lego Group
The ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future – experiencing the endless human possibility.
History • • • • • • • • • • • • •
Library Research • • • • • •
Promotion • VIP Rewards • Coupon Codes • Limited time offer (sale items) • Holiday Sales • Online specials
Locations • •
Products Offered LEGO company offers all kind of high quality products and services for customers that included : toy, video games, LEGO games, films and TV, books and magazine, children’s clothing, board game, theme park.
Product Lines • • •
Children’s building sets LEGO architecture LEGO Land
Price Range of Products Lego price varies for different products: • •
LEGO sets are priced around 20$-400$ Bulk LEGO sets are priced around $10-375 (20lbs)
Observational Research
Observational Research
LEGO Store- LA (downtown)
LEGO Store- St. Louis Mall
LEGO’s Store- St. Louis Mall
LEGO Store- St. Louis Mall
LEGO Store- St. Louis
Focus Group- Customers ● ●
7 adults total were interviewed Questions: ○ 1. Have you ever heard of LEGO products designed for adults? ○ 2. Have you ever heard of LEGO Architecture sets? ○ 3. Would you ever buy LEGO sets for adults? ○ 4. Would you ever buy LEGO sets that allow collaboration between kids and adults? Answers: 1- 71% said no 2- 71% said yes 3- 57% said yes 4- 71% said yes
Corporate Social Responsibility Activities ●
The Lego Code of Conduct ○ outlines rules for ethics and responsibility of the company to dedicate itself to sustainable and environmentally friendly business practices and treat employees with respect and proper compensations ○ Under this code of conduct lego seeks to leave a positive impact on the environment ■ lower CO2 emissions by depending on renewable and self sustainable energies ■ use resources responsibly to reduce waste and recycle production materials ○ Caring, Ethical, and transparent ■ “Our conduct builds on integrity and respect for human rights and care for our employees and our suppliers.Conducting business in a responsible and ethical manner is at the core of the LEGO Group culture and has been ever since the company was established more than 80 years ago. We do this to live up to stakeholders’ expectations and not least our own expectation of being a leading responsible business.”
Key Insights Majority of interviewees did not know that there are specific LEGO sets for adults- yet, majority of those people have heard of architecture sets LEGO is still mostly viewed by publics as a ‘kids’ toy company Majority of adults were fascinated by the idea of collaborating with a kid to build
Target Audience ●
●
Demographics ○ Adult Population ■ Ages: 20-40 ■ Urban and rural communities ■ High Education Psychographics ○ Adult Population ■ Aimed towards younger adults and couples who still like to create things in their leisure time ■ adults see LEGOS as miniature frameworks built to heighten creativity and assist in actual building and architecture in the real world ■ Improved designs targeted at adults who still enjoy playing games in leisure time ■ Adult LEGO Meetups Worldwide http://www.meetup.com/topics/afol/
Adult Consumer Profile Christopher Piccirillo, 26 ● ● ● ●
LEGO devotee organizes LEGO groups makes models for the LEGO store made a business by teaching after school LEGO clubs
Susan Harper, 24 ● ● ● ●
single college graduate enjoys dinner nights with friends loves rock climbing
Quantitative Research
Perceptions of Brand ● ● ● ●
High quality Educational toys Nostalgic value Target audience/consumers ○ LEGO has direct contact with consumers through its products like LEGO club, LEGOLAND and the many LEGO Brand stores around the country ○ Experience reaches consumers beyond just using the product. ■ The store is a giant playland ■ The online Lego simulations generate a linked creative community ■ The movie creates a demonstration for play and opens the imagination ■ The video games still touch an older demographic with the same message ● Feel young and be imaginative
Media Usage ●
Focuses a lot on social media ○
●
Build their own social media websites (http://www.lego.com/en-us/club/member) ○
●
Users are encouraged to post what they’ve created using legos, and follow other users based on their content.
There are many websites built around specific product lines ○
●
Outsources content creation to users often
For example: Lego Star Wars, Lego Lord of the Rings, Ninjago, etc.
There is a deeper message behind the content. ○
Never lose imagination
Competitive Research
Main Competition • Wrebbit puzzle: • A puzzle-making company • Best known for its Puzz-3D Puzzles. (Photo taken at Walmart)
Competition • Monopoly • Owns different kinds of broad game (Photo taken at Barnes & Noble Bookseller)
(Photo taken at Wal-Mart)
Competition • Metal Earth- Fascinations • They have all different kinds of architecture sets (Photo taken at Barnes & Noble Bookseller)
Competitive Matrix Brand
Pricing Structure
Positioning
Target Audience
Products
Mission
CSR
Wrebbit puzzle
$20-400$
1.High quality 3D puzzle 2.Higher piece count 3.Tenons and mortises technology 4.Worldwide brand recognition 5.Family time.
Puzzle fan and family. Kids and adults 10-60 years old.
All different kinds of architecture, airplane and cars.
excitement and pleasure with our puzzles, bringing backWrebbit3D™ puzzles for their enjoyment.
To create local jobs, so the design, development, manufacturing and distribution
Monopoly (owned by
$4-35$
1.Play safe 2.To deliver fun 3.widely available 4. Making the world smile 5 Enjoyment
Kids and adults age between 3-18 +
All kinds of broad game included: just for fun, party, Play together, and team building.
“Bringing “the sparkle of Hope, the joy of Play and the power of Service” into the lives of the children who need us most.”
Protect workers’ right and safety, and ensure materials are ethically sourced. Also, they support children worldwide. through different philanthropic program.
Hasbro)
Competition Cont. Brand
Pricing Structure
Metal Earth-
$5-150$
Fascinations
Positioning
Target Audience
Product
Men & Women who like 3D puzzle. (Age 13+)
They are offer all kinds, United States Architecture, Aviation, International Architecture,Ship,Vehicles, Tanks Miscellaneous, Bugs,Musical, Star Wars, Star Trek, HALO, Mass effect, Transformers, Marvel.
Mission
CRS
SWOT Analysis Strengths
Weaknesses
Strong Brand Image, High Quality, Educational Value, Brand experience, Customization, long historical standing, Innovation growth, Good brand image
Easy to copy, Target adult audience too late, Too many suppliers
Opportunities
Threats
Adult market, Lego Architecture, Varying customer demographics
Ever-changing technological environment, tablets, PCs, Less focus on physical play, educational programming
Visual Brand Analysis
Visual Analysis The Lego has always focused their brand values on imagination, creativity, fun, learning, caring and quality. Therefore, the choice of colors for brand’s are red, yellow, white, black. Red means passion, love and attention grabber.Yellow is the color will let people feel happiness, friendship and imagination. White represents simplicity, good and cleanliness. Black is definitive of power, sophistication and wealth. The red background will easily grab people’s attention. The word Lego uses the white color to imply the good quality of their brand. The black and yellow color are employed around the word lego to remind people that not only does Lego provide quality, but they also provide happiness, imagination and friendship to customers.
Brand Signage Evolution of LEGO brand signage over the years They haven’t changed the logo since 1998
Advertising Materials (simple and imaginative ads)
Store Environment In-store positioning- LEGO use the same colors scheme as its logo. When people walk into the store, the huge portion of the yellow color would make people feel happy and willing to stay in the store to explore their product
LEGO Land • Red,Yellow, Black and White colors are still used consistently for LEGO Land. • They add few other light colors to make LEGO Land seem more fun.
LEGO Official Website • Lego’s official website remains the same color scheme. • They have the logo at the top of the left corner which people’s eye normal look at first
LEGO’s Package •
LEGO’s signage is consistent showing on the top of the left corner on their package
Objectives
The Big Idea •
Key Objectives • • •
Creative Execution
Magazine Ad: The Economist • • •
Billboard Ad • • •
Newspaper Ad • •
• • Sponsored
by
•
Social Media: “Build Chicago” • • •
Overpass Ambient ● ● ●
Wallscape Design • • •
Media Schedule and Budget Allocation
Media Schedule Media Schedule 2017-2018 Jan.
Magazine Billboard Newspaper Social Media Overpass Re-design Wallscape
Feb.
March
April
May
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
Budget Allocation
Bibliography ● ● ● ● ● ● ● ● ●
●
David Eaton, LEGO trivia buff and programmer. 2 August 2013. Why was 2012 LEGO's Most Successful Year in Terms of Revenue? LEGO Architecture Diana Marszalek, Associated Press. 6 June 2010. LEGO is a Way of Life for Some Adults Gadget Review, 10 of the Biggest, Most Challengingly Awesome Lego Sets You Can Kill a Weekend Building (list) Meera Dolasia, DOGO News. Adults That Make A Living 'Playing' With Lego Bricks! Schultz, Majken, and Mary Jo Hatch. "The Cycles Of Corporate Branding: THE CASE OF THE LEGO COMPANY." California Management Review 46.1 (2003): 6-26. Business Source Complete. Web. 18 Feb. 2016. Fonnesbaek, Jeppe, and Morten Melbye Andersen. "Story Selling: How LEGO Told A Story And Sold A Toy." Young Consumers 6.3 (2005): 31-39. Business Source Complete. Web. 18 Feb. 2016. Frigo, Mark L., and Hans Læssøe. "STRATEGIC RISK MANAGEMENT AT THE LEGO GROUP. (Cover Story)." Strategic Finance 93.8 (2012): 27-35. Business Source Elite. Web. 18 Feb. 2016. Andersen, Poul Houman, Hanne Kragh, and Christopher Lettl. "Spanning Organizational Boundaries To Manage Creative Processes: The Case Of The LEGO Group." Industrial Marketing Management 42.1 (2013): 125-134. Business Source Complete. Web. 18 Feb. 2016. Hadida, Allègre L. "Let Your Hands Do The Thinking!Lego Bricks, Strategic Thinking And Ideas Generation Within Organizations." Strategic Direction 29.2 (2013): 3-5. Business Source Complete. Web. 18 Feb. 2016.
Survey Results