LEGO is a leading plastic toy manufacturer which specializes in construction toys. It is manufactured by The Lego Group, Denmark. It has a flagship product Lego which consists of interlocking plastic blocks and small objects which can be connected to each other and build a structure to your imagination. It can be used to construct buildings, houses, vehicles, human figures. It can be assembled and disperse as many times as one wishes. The legacy started in 1949. It had started off as stackable wooden blocks which then converted to plastic. It became a medium of creative play and enhanced critical learning abilities amongst children.

 

As a brand, LEGO has always expanded and rebuilt its identity. The way it has grown over years keeping their quality intact and same as it was back in 1953. All in all its an Aware company. Wooden blocks - plastic blocks - sustainable plastic blocks, states the growth of the company. It's a company that grows with adapting and therefore it has a powerful community. It became a successful brand also because it was playful in nature and because of its creative components where anyone and everyone can participate. Also they have taken care of someone who is blind. Its approach towards sustainability speaks they have vision not only for their company but the whole wide world and everywhere they go.

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Even if their strength is that it can be played by anyone and everyone, but in monetary terms it is not reachable to everyone. WHY don't schools promote their students to play around with LEGO ? It's more like a luxury product.

 

Company growth : wood - plastic - blocks made from waste plastic bottles. How to add more value to these bricks than them being just playful ? If launching in India, the step towards contributing in sustainability can work here. Can there be a way where LEGO can become more accessible ?

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PURPOSE:

to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future – experiencing the endless human possibility.

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VISION:

a global force for LEARNING-THROUGH-PLAY

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MISSION:

FROM - Inspire and develop the builders of tomorrow

                TO -  Inspire the creators of tomorrow

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VALUES:

FUN, CREATIVITY, IMAGINATION, CARING, LEARNING, QUALITY

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INSIGHT STATEMENT:

Appreciating physical world experience to make it more engaging and interactive but the main audience is still children , the market is large, but once they grow up, the trend is that they lose interest for the product. I wish to reach more audience, LEGO should reinvent and become more appealing for the current and the new audience and should also make some changes in its marketing strategy for kids.

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BRAND OBJECTIVE:

FROM - to build a future in which learning through play empowers children to become creative, engaged, lifelong learners.

TO - to build a future in which learning through play empowers kids as well as adults to become creative, engaged, forever learners.

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BRAND U.S.P.:

FROM - Construction toys for children

TO - socializing and creativity boosting toys for everyone out there with endless possibilities.

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TARGET AUDIENCE:

FROM -  Children (age 3-15, boys and girls) who appreciate hands-on, minds-on activities like creative building and role playing. Adults (Shoppers) in their lives who recognize their role in guiding children in a rapidly changing world.

TO - MILLENNIALS (25-40) and GEN X (41-56) , men and women) who appreciate hands-on, minds-on activities like creative building and role playing, in their daily routine to make it more engaging and interactive with peers.

GEN Z (9-24), boys and girls) who appreciate hands-on, minds-on activities like creative building and role playing.

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BRAND POSITIONING STATEMENT:

For people who appreciate hands-on, minds-on activities like creative building and role playing, LEGO is the socializing and creativity boosting game with endless possibilities that delivers on to build future in which learning through play empowers everyone to become creative, engaged and forever learners because LEGO is the master if reinvention.

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