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Introduction of LEGO Company

'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.

Lego Company Product


Earlier, leg godt is used for any products name for Lego Company. Then in
1949, it comes out Automatic Building Bricks which are similar products like
Kiddicraft plastic interlocking bricks. It later changed the product name to Lego
Bricks in 1953. Currently, instead of Lego bricks, Lego Company produces variety
of new products in order to meet consumer demand and remain consumer loyalty and
interest to their products. Besides Lego bricks, the company has a diverse collection
of products and services as well as board games, video games, apparel, books, film,
and theme parks.
These are the example of list of Lego products and services:
Type

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

Lego: The Adventures of Clutch Powers


Lego Ninjago
The Lego Movie
Lego City (Television Series)
"The Ultimate Lego Book
The LEGO Book
Lego Star Wars: The Visual Dictionary
Legowear for boys and girls aged from 0 to12 years old

('Ninjago', 'Hero Factory', and new 'Friends' theme)


Legoland Windsor
Legoland California
Legoland Deutschland
Legoland Malaysia

Definition and development of big ideas

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 strategy is an idea about how to creatively and persuasively


communicate a brand message to a target audience. A message has to have an appeal
which is an idea that motivates an audience to respond. Advertising appeal is where
the way a particular appeal is turned into an advertising message that presented to the
consumer. LEGO Company is employing the method of emotional appeals which
focus on the consumers social or psychological needs for purchasing a product or
service. It emphasize what a user able to experience whether an emotional benefit or
outcome from using a product or service.
LEGO is viewed as a strong brand as it been part of the toy market for so long
period of time until grandparents and parents can remember playing with it as a child.
The name LEGO was taken from two Danish words which are LEG and GODT. It
have the meaning of play well. Play is considered as an essential component in the
growth of a child. Play help inspires imagination, stimulate creative expression and
accelerates the development of ideas. LEGO have confidence in that well play help
enriches a childhood life and its following later life as adult.
Therefore, LEGO Group has produced a varied of products where all initiated
on the same basic concept of learning through play. LEGO Company is focus on
creating product based on differentiation because mostly their consumers choose to
buy their products based on quality and not so much on price. Thus, LEGO product
has their unique selling point which is main targeting for a creative imagination
concept that stand out in the market between other toy companies. LEGO are
highlighting on producing toys that help develop and enrich a childs life and
preparing them to be better grown person. Instead of it, LEGO product (LEGO bricks)
wishes to be seen as more than a toy. These help make sure that consumers which are
the child or adult do not discontinue buying because they feel they have grown out
of the product. The development product ranges of targeting markets over age groups
help retain the consumer for longer. These help embolden the consumer to form a
superior bond relationship with the product. Thus, it is promoted as a system of
play, which a strong advertising idea of the experience of the end user is the key
consideration. In sum, LEGO emphasis on promoting their innovative products that
helps to stimulate creativity and fun when playing. It tries to bring out a main message
of LEGO is a toy created for learning process and entertainment.

The company is established on the viewpoint of wellplay. Well play help


enrich childrens life as well as adult. Hence, LEGOs message strategy is centered on
learning through play. The message that aims to be delivered to the target audience
is learning through play. This message will comprise the various attributes of the
LEGO brand specifically creativity, fun, play, innovation and imagination. Therefore,
there is also deeper message behind this concept. The concept is conducted by a
greater

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

of tagline on the advertisement. It clearly successfully delivered the message of


Creative Imagination with LEGO product without saying it on the advertisement.
Moreover, LEGOs another tagline of Builders of Tomorrow was another
good example LEGO message strategy of delivering importance of creative and
imaginative play for the future with the use LEGO product. The newspaper
advertisement with tagline of Builders of Tomorrow is inspiring the parents to
educate their children by using LEGO products.(Refer Appendix 4.1 and 4.2) The
image advertisement used to communicate parents about the benefits of learning thru
playing with the LEGO product. The message of Builder of Tomorrow used as the
website title illustrates the hidden message of LEGO is the best ways to nurture the
child which are the potential builder of tomorrow and promote the view of LEGO as a
well play toy.
Besides, the LEGO movie is another excellent advertising tool use by LEGO.
(Refer Appendix 5.1) The LEGO Movie is funny and at the same time delivers a
message of creative imaginative play that resonates with children as well as adults.
LEGO produce a movie about plastic brick people which mainly for the selling their
products but they turned it into something genuinely special and memorable way for
delivers the message of learning thru play in the movie characters. It emphasis on that
its important to always have an imagination, no matter what age are you.
Lastly, television commercial of promoting LEGO MARVEL Super Hero
product collection also incorporate message of learning thru play in their tagline of
Build Something Super To Save The Day.(Refer Appendix 5.2) It indicate the
message of creating something creative imaginative with LEGO product that help to
save the future. It also shows that they focus on being creative, entertaining and
imaginative. Furthermore, Products like the brick-based LEGO MARVEL Super Hero
theme which result of coupling of the LEGO brand with MARVEL brand also helps
strengthen the popularity of the brand.

Creative Implications towards media planning


The creative implication of LEGO company towards the media planning are
they provided their consumers with a rational motivation to make more purchases
from the same range of products by increasing the value of their LEGO collection.
The LEGO Company are innovating and improving their products in order to get their
consumers attentions and try to enhance the interesting of their consumers towards
their LEGOs so that they will feel attractive with the LEGO and purchase for it. For
example, the company draw their consumers attention by making the LEGO more
fascinating and creative so that their consumers able to do more diverse and more
interesting things while playing the LEGO bricks.
Besides, LEGO Company also builds up their online marketing strategy with
respect to the children rights (David, H., 2013). The marketing and advertising as a
vital tool to inform children and their parents about the LEGO products such as the
company use their website, YouTube and also the company club to attract their
consumers to promote or introduce their company products . For examples, the LEGO
YouTube channel receives more than 1 billion viewers in every month, LEGO website
has more than 25 million unique visits every day and also approximately 5 million
children across the world are members of the LEGO Club.
Furthermore, the LEGO Company had also launched a new global business
venture called LEGO Factory. It offered consumers the opportunity to design and buy
their own LEGO creations online through LEGO website (lego.com) and then receive
the bricks to build them physically. A fantastic idea and a whole new business model
for Lego. For example, the expectations were high for LEGO Factory and ambitious
targets had been signed off, so the LEGO factory were attract more consumers to buy
the special LEGO creations which design by themselves through online website.
Moreover, the LEGO Company also establish the LEGOLAND to give
children and their families a first-hand experience of the LEGO values which are
creativity, fun, development, play and learning. For example, the company achieves
1.9 million in attendance and $75 million in revenues. The marketing and product
objective is to build awareness of LEGOLAND among its new market focus in order
to increase consumers loyalty towards LEGO Company.

In addition, the LEGO Company also provided the cross-promotional LEGO


video game series (David, R. W., 2013). The LEGO video game series is financially
successful outselling traditionally produced licensed video games. For example, the
LEGO Group has collaborated with some of the most iconic and popular movie
franchises in recent history to create licensed video games that are successful among
critics and players. Instead of realistic graphics, the LEGO games feature digital
versions of the licensed physical toys sets using a cartoonish graphics style to relay
the well-known franchise material in order to grab their consumers attentions.
Last but not least, the LEGO Company is released the LEGO movie which
stacked with some big Hollywood names such as Chris Pratt, Will Ferrell and so on
(Jordan, T., 2015). The movie received pretty good reviews and raked it in the box
office which is making $69.1 million in its opening weekend. For example, the movie
has received more than 276,000 Twitter mentions in the past 7 days. The LEGO
movie is so clearly and unabashedly an advertisement for LEGO. For example, LEGO
launched some creative marketing campaigns to promote the movie which proving
that the company are not banking the LEGO movies success on just having LEGO
in the title, but they are hoping to sell more LEGOs at the period too.
In conclusion, LEGO Company had the creative implications towards the
media planning by provided their consumers with a rational motivation to make raise
their companys profits. The company also build up their online marketing strategy
with respect to the children rights so that the child audience will grow up and enhance
more. More to the point, the company also launched the LEGO Factory in order to
attract more consumers to buy the special LEGO creations on their website. Lastly,
the company also establish the LEGOLAND so that their consumers can experience
the fun and creativity in the land and also increase awareness and loyalty towards
LEGO Company. They also offer the cross-promotional of the LEGO video game
series in order to grab their consumers attentions on LEGO products. Beyond that,
they released the LEGO movie as well so that they can sell more LEGOs and become
more well-known in the world.

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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