Lego your own brand Case Study Composition

Symbiosis Institute of Mass media and Communication, Pune

Manufacturer Management

Prof. Atul Tandon

Lego Example

Lego – The way the community plays

An Introduction:

PROFANO Lego) is a privately held customer product business engaged in the manufacture and distribution of a wide range of playthings, video games and online games. A strong and instantly recognized global brand is a huge key feature of Lego's success. Seglar has worked hard to establish this brand through a range of routes. The group organizes its business into four main types: the core business of play materials, family destinations, lifestyle goods, and press. In each one of these categories the brand name is clearly and constantly applied. In the middle of Lego's business will be its play materials. Below the Profano brands feature across various offerings. In order to cater for a target age range of 0 to 18 years, the company has split its offerings into seven different item programmes. For instance , Lego Primo and Profano Duplo pieces aimed at 0 to 5-year olds. The 4 to 9-year age ranges can enjoy, and others, Lego Basic and the ZNAP vehicle/monster alteration sets. Old Lego buyers can collect Lego Technic or check out Lego Mindstorms, a revolutionary new microchip structured system. Burning off Its Gloss:

For a lot of today the Lego manufacturer brings back happy childhood remembrances. The success of internationally renowned toy company Lego has always been linked to it is physical qualities such as their simplistic although distinctive basic brick style. Its dedication to fostering creative imagination have been its unique manufacturer positioning. Possibly iconic brands like Lego needs to rejuvenate time and again to be relevant and competent in today's competitive globe. Lego provides seen a paradigm change in its item offerings which is finding hard to continue it is dominance in the toy marketplace. SWOT upon Brand Profano:


2. Strong hang on European marketplace

* Solid brand name

2. Big level business

5. Consistent commitment to advancement

* Quality

* Global retail network


5. Coordinating production with require

* Family Style of Leadership and Administration in 2003

* Poor Distribution Sites


5. Developing market segments

* e-Retailing and Net Buying

* Licensing Deals with Entertainment Houses

* Technology Structured Product Models using Augmented Reality


* Substitutes from Asian Markets like India and China

* Pc and game titles

* Quality Checks (Export Related)- Merchandise recalls

5. Shift in children's style – Category Killers Desire of Games over Physical Toys 2. Dipping Labor and birth Rate in Developed Marketplaces

Question you:

There are a few areas Kjeld Kirk Ksitiansen needs to addresses: * Organization Strategies have to be revisited: Understand the changing business environment from the toys sector and recognize gaps in the existing marketplaces, explore modern markets (developing countries like BRIC) as being a of their primary markets are getting to be less attractive due to maturity or demonstrating lesser demand due to inherent environmental problems like reduced birth charge. Requires an in-depth PESTEL and Situational Analysis. Therefore the company has to reflect on the expansion of its operation based on industry segmentation, ideal marketing blend, new product web design and development, including total quality administration for freelancing new associates. * Understanding Business Disablers: It is important for Lego to identify business disablers. Example -- Children are getting off physical development toys to computer games. * Identifying the proper target audience: The moment young mothers started finding Mega Bloks as a better alternative Lego needs to review its tactics on aimed towards. They are most often neglecting age group of 5 years to 9 years (Boys) whilst they have made attempts to popularise Lego usage among girls. * Competitive Approach:...

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