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'LEGO' is an acronym of the two Danish words leg godt which means "play
well". It is the name and also ideal of the company. It was founded in 1932 by Ole
Kirk Kristiansen, in Billund, Denmark. The company has passed from father to son
and is now owned by Kjeld Kirk Kristiansen, a grandchild of the founder.
Besides, the companys main objectives are to lead the industry in creating
value for their customers and sales channels, to refocus on the value they offer to their
consumers and also to increase operational excellence.
Furthermore, it has come a long way over the past almost 80 years from a
small carpenters workshop to a modern, global enterprise that is now one of the
worlds largest manufacturers of toys.
Lastly, the LEGO brick is the most important product for the company. This is
why company is proud to have been named twice Toy of the Century. LEGOs
products have undergone extensive development over the years, but the foundation
remains the traditional LEGO brick. The brick in its present form was launched in
1958. The interlocking principle with its tubes makes it unique, and offers unlimited
building possibilities. It's just a matter of getting the imagination going and letting a
wealth of creative ideas emerge through play.
Example
Video games
Board games
Films
and
television
Books
magazines
Apparel
Theme park
and
Lego Island
Lego Star Wars
Lego Batman
Lego Marvel Super Heroes
Lego Creator
Lego Racers
Big ideas are a creative idea that expresses an original advertising thought.
Besides, big ideas also advertising ideas that connect vividly with target consumers to
create a sustainable competitive advantage for a brand.
Advertising will create awareness for LEGO is to inform the audiences when
and where the convention will be held as well as the benefits the audience can
gain from it. LEGO is target parents with children to purchase LEGOs for their
children in order to nurture creativity and learning. Proof will be in LEGOs Future
of Play research and previous success as a toy company. To tell parents that research
suggests that play which is open, experimental and with little apparent educational
content is one of the very best ways to stimulate learning and creativity.
The message of the LEGO is Joy of building, pride of creation. The design
concept for LEGO is fun, interesting, creativity, learning and quality. LEGO gives
children a creative outlet in their formative years and enriches their learning
experiences while growing up. LEGO as a brand has been around for the past 60
years. Parents have also grown up with the toy. The tones for LEGO are familiar,
warm, nostalgic and retro.
LEGO is a line of toys featuring colorful plastic bricks, gears, mini figures and
other pieces which can be assembled to create models of almost anything imaginable.
Cars, planes, trains, buildings, castles, sculptures, ships, spaceships, and even working
robots are just part of a very short list of the many things that can be built with LEGO
bricks.
What makes LEGO bricks different from the competition?
Emotion:
LEGO has great sentimental value to parents; many kids have boxes of bricks
that have been passed down to them from their parents and their grandparents
and most parents remember playing with LEGO when they were a child.
In a poll carried out by Bounty.com LEGO is the heritage toy most likely to
be passed on to future generations. Two-thirds of adults said they wanted to
pass on their childhood toys to their own offspring and 42% said their children
owned at least one toy that was originally theirs.
Its because Lego isnt just a plastic bricks, but an experience, a tool for
parents and children to spend quality time together building the latest Lego
set.
Functional:
LEGO also has some great functional benefits. LEGO is among some of the
best developmental toys that money can buy. A set of blocks can help children
develop:
o Motor skills and hand-eye coordination
o Spatial skills
o Creative problem-solving skills
o Social skills
o Language skills
o Complex block-play is linked with advanced math skills in later life
Message Strategy
message which is Its essential that even as an adult, you use your
imagination. Adults consumer can also utilize and inspired their imaginations thru
LEGO product.
The example of magazine advertisement of LEGO Creativity Forgives
Everything Parachutes and LEGO Creativity Forgives Everything Computer have
the tagline of Creativity Forgives Everything .(Refer Appendix 1.1 and 1.2) It
demonstrate clearly how children able to come out with their creative imagination
with the LEGO product. It reveals well creativity of child with the LEGO product.
The message delivered is that being creative and thinking out of the box is really fun
and forgiven. For instance, the advertisement with the flying parachutes shows how a
little child can incorporate his creative thinking with the LEGO product .Same goes to
the advertisement of the little girl that is substituting the LEGO product with her
parents laptop keyboard key. These displays well on a child use her creative
imagination to decorate everything with lots of colors.
Furthemore, LEGO also utilize the creative message strategy in their outdoor
advertisement whereby they create the posters that play off of the surrounding
environment. The outdoor advertisement posters are designed with the similar
illustration of the surrounding environment along with an imaginative character on it.
(Refer Appendix 2.1 and 2.2) LEGO logo along with tagline of Imagine placed on
the bottom of the advertisement. It reveals well the message of how the creative
imaginative concept that can be done with LEGO product.
Same goes to another example of vertical billboard advertisement of LEGO.
(Refer Appendix 3.1 and 3.2) The magazine advertisement is just with the simple
picture LEGO bricks with the shadow of dinosaur and airplane respectively. It
displays well the message of the creative imaginative concept without a single word
Conclusion
LEGO have created a 6 years online customize service, LEGO Factory, was closed in
2012. This was a good business line because consumers can create whatever model
they like and buy it through computer online. LEGO should implement more
Research and Development regarding to this business line, so the consumers can
continue create their own model through computer.
Next, LEGO mostly aimed their target customers to children, which mean when the
children grown up, the company may lose loyalty customer continuously throughout
the years. Additionally, in this digital world, most of the children will have their I-pad
in their hand instead of a box of LEGO bricks. Changing human behavior also create
a thought that playing LEGO will be defined as childish. So, LEGO Company should
change their target customer to all ages rather than only children. LEGO Company
can also bring more maturity essence to their products, which make their product did
not have so called childish.
Moreover, to increase their reputation, LEGO is encouraged to do some charity such
as donate some products to poor family, so that the poors also can create their own
creative and imagination in doing things. LEGO also can participate more society
events to increase their brand identification to public.
The price of LEGO original products is not that affordable, for example a box of
LEGO bricks costs RM300. Although the LEGOs products is attractive, but public
dont even afford them. Somehow in market, there are a lot of fake LEGO, which cost
only one-third of the original price. This will affect the LEGOs loyalty customers
purchasing decision and sales. In my opinion, promotion should be available for
public and create awareness to the customers to buy only original.
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