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LEGO Marketing Case

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LEGO Marketing Case
CUSTOMER-DRIVEN MARKETING STRATEGY FOR LEGO (1) Does LEGOs web site (www.lego.com) help consumers through the buyer decision process LEGOs Mission Statement Inspire and develop the builders of tomorrow. The LEGO brand is more than simply a familiar logo. It is the expectations that people have of the company towards its products and services, and the accountability that LEGO feels towards the world around it. The brand acts as a guarantee of quality and originality. Visiting and browsing its website makes you feel that you have been sucked into another placea colorful world filled with imagination, fun, creativity and learning. Parents, adults and kids definitely will have ample amount of conversation, interaction and connections through LEGOs website. They can follow trends and find product reviews and other useful information through Latest News, LEGO Club and Inside Tour. They can also comment on whats hot or new and write reviews about products through their Recommendations Corner and Message Boards. LEGOs website is fully engaged with its audience (both adults children), and inspires them to greater heights of entertainment, artistry, knowledge and to advocate on the companys behalf. Overall, LEGOs online website marketing is about making emotional connections through positive customer experiences, quality products, exceptional service and engaging conversations. Their vision of inventing the future of play is what drives them to inspire and develop children to think creatively and realize human possibility. (2) Who is LEGOs primary and secondary target(s) The companys primary targets are kids between the ages of 6 and 12. Secondary optimal targets are individuals with creative, fun and imaginary personalities individuals with enough money to afford the product and individuals who are interested in challenging endeavors and learning new products. (3) Market Segmentation The company divides the heterogeneous markets into smaller segments that can
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