Lego Essay

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| |2012 | | |Australian Catholic University, North Sydney | | | | | |Tommy Sugianto S00124626 | | | | | | | |

|[LEGO DUPLO MARKETING REPORT] | |[ |

TABLE OF CONTENT

1. TABLE OF CONTENT .................................................................................. 1

2. EXECUTIVE SUMMARY .............................................................................. 2

3. OVERVIEW…………….....................................................................................3

4. SITUATION ANALYSIS………………………………………………………………………………..4

4.1 SWOT ANALYSIS………………………………………………………………………..……….4

4.2 FIVE FORCE ANALYSIS…………………………………………………………………………4

4.3 PEST ANALYSIS…………………………………………………………………………………..6

4.4 CONSUMER TRENDS…………………………………………………………………………..6

5.STATED MARKETING OBJECTIVES………………………………………………………………7

5.1 SMART OBJECTIVES……………………………………………………………………………..7

6.MARKETING STRATEGY……………………………………………………………………………..9

6.1 FACEBOOK CAMPAIGN…………………………………………………………………………9

6.2 PINTEREST CAMPAIGN…………………………………………………….………………….10

6.3 GOOGLE + & YOUTUBE CAMPAIGN……………………………………………..………11

6.4 TWITTER CAMPAIGN……………………………………………………………………………11

7.MANEGERIAL RECOMMENDATION AND ACTION PLAN ...............................12

8.REFERENCES………………………………………………………………………………………………12

Executive summary

LEGO Australia Ltd is an Australian arm of Europe’s biggest toymaker LEGO Group –a privately held company based in Billund, Denmark. LEGO Group has operations in more than130 countries through its subsidiaries. LEGO Australia is responsible for marketing, sales and distribution of LEGO products in Australia.

LEGO’s products are manufactured mainly in Denmark, Czech Republic, Hungary and Mexico. China and Poland also manufacture a small proportion of LEGO products. Concept development and designs of LEGO products take place at Billund headquarters. Other small designing offices are also located in the UK, Japan, Spain and Germany to especially cater for the needs of those markets. LEGO Australia import products into Australia and warehouse and distribute them via a third party.

LEGO Group’s product line extends from construction bricks, Robotics, licensed themes, video games, board games to theme parks. Star Wars, Batman, SpongeBob SquarePants, Harry Potter, Indiana Jones, Avatar: The Last Airbender, Spiderman, Ben 10, Toy Story, Thomas the Tank Engine, Prince of Persia, and Speed Racer are sold under licence agreement. Despite a strong response from Star Wars and Indiana Jones, the company intends to rely more on its own theme.

In This case, we will focus on LEGO DUPLO, LEGO DUPLO is a play system designed especially for children aged 1½ to 5 years. Based on the big colourful DUPLO bricks, the system allows your child to build anything he/she can imagine and create his/her own play world.

LEGO has been the eighth largest toy manufacturer in Australian market holding 2% of entire toys and games market in 2010. In...
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