Presentaton On Lego
Presentaton On Lego
Presentaton On Lego
GROUP 1
Nandini
Aggarwal
Ankur
Arora
Prachi
Arya
Vishnu
Bhaskaran
Pravin
Agenda
LEGO History and Evolution
Product, Positioning, Segmentation and
Target market
INTRODUCTION
NICHE MARKET
The niche can be defined in two ways:
Brick based construction toy within the
larger toy industry
Construction toys based learning systems
for education
Development of Lego
1930
s1950
s
1960
s
1970s
1980s
1990s2000s
Introduction of movie based Lego themes Star wars, Lord of the Rings, Pirates of the
Caribbean
Books, magazines and Board games
introduced
Films based on Lego Land
Business Consultancy - Lego Serious Play!!
SEGMENTATION
Demographic Segmentation
Geographic Segmentation
Currently has its major presence in
developed
nations such as Western Europe &
North America
Trying to expand its base in emerging
countries
such as India and China
Psychographic Segmentation
The major target of Lego is
People with following values
Imagination
Creativity
Fun
Learning
Quality
Caring
Strengths
Strong
brand
Image
Quali
ty
Innovatio
n
Single
Catego
ry
Focus
High
Price
Tag
Weakness
Weakne
ss
Opportunities
Phon
e
Apps
Geograp
hic
Expansio
n
Threats
Feminine
Segment
Product
Extensio
n
Competiti
on
Switch to
Virtual
Games
Product
Flagship Product- Construction Toys, Licensed
products
Market share: 80% in US, Western Europe, 50% in
Japan & Korea, 10% in India and China and 57% in
the world
Only the best is the best
LEGO products last for 40 years with good care
Licensed products have reaped the rewards
Toys Market
$157 Bn
Traditional
Traditional Toys
Toys
$80
$80 Bn
Bn
Constructio
Constructio
n
n Toys
Toys
$6.7
$6.7 Bn
Bn
Video
Video
Games
Games
$74
$74 Bn
Bn
Positioning
Continuous Innovation
Cannibalize old with new
Brand Loyalty: Quality, creativity and environment
friendly design
Market share of 3rd largest company rise remarkably
despite of 2008 economic slowdown, whereas it dropped
for its top 2 rivals Mattel and Hasbro
Highest growth in its category during slowdown
Brand
Equity
Brand Logo
Brand Promise
Brand Asset
Valuator
Builders Of
Tomorrow
LEGO Click
LEGO Micro sites
LEGO Club Meetings
LEGOLAND
Brickipedia
Packaging
egoLand
1997
2010
2011
2012
Category
Expansion
Pricing
www.brickset.com
Rs
325
Rs
19000
Rs
47000
Rs
73000
Distribution is outsourced
Collaborating with competitors- Hasbro
distributes Lego brick toys in India.
COMPETITION
RECOMMENDATIONS
Expand presence in India and Latin America
Use LEGO outlets in emerging marketsSuccessful in Eastern Europe and Russia
Obtain video game licenses- Target group
susceptible to age compression
Continue innovating- Construction toys for
girls, event-driven toys
Be flexible on pricing and local sourcing
Thank You