LEGOLAND theme parks literal hubs of play opened in California, Florida, Malaysia, Dubai, the UK, Japan, and Germany. The marketing mix includes four groups of variables including product, place, price and promotion. Marketing identifies unfulfilled needs and desires (Kotler, 2019). The company released Mindstorms in 1998 (Newton, 2020). The company patented its design long back in 1958 and it has experienced faster growth since. Learn on the go with our new app. The growing use of mobile technology also requires the company to focus on mobile advertising and promotions. Lego products are costly and therefore affluent customers are the leading target market for Lego. It allows kids and grown-ups alike to bring their creative ideas alive through play. 
The company promotes its products using a mix of innovative and modern methods with the traditional methods it has relied upon in the past. The pandemic had caused dramatic swings in consumer spending (Brauer, Broady, Edelberg, and ODonnell, 2020). Lego Groups revenue from Asia Pacific has remained lower compared to the other two geographical segments showing a lower penetration of the Asia Pacific market region. The company has achieved strong brand awareness throughout the globe and remains a favorite of kids aged 2 to 14 years old. All Rights Reserved. The products/services portfolio of Lego does not include any dogs. When he rebuilt, he also had to consider new materials, thanks to war-related manufacturing equipment shortages, and he turned to plastic. Available at: 
A firms intellectual property can be one of the most critical sources of competitive advantage for it. As in the case of the UK and Norway, it exports products it creates in its manufacturing facilities to these markets. This offers Lego a significant opportunity since mixing its physical and digital products and partnering with local educational institutions helps it grow its penetration key markets including Europe, the Americas, Middle East and Asia Pacific. Yet there was a growing faction of adults who loved LEGO, even forming meetup groups around them. Moreover, brand image cannot be easily imitated and offers a firm sustainable competitive advantage even if it requires continuous focus and improvement. There are several ethical considerations related to marketing to children and Lego has to remain cautious about these issues (Krajnovi, Hordov and upnek, 2019). The target market of Lego includes children and teenagers in the 2 to 15 years old segment. In the case of Lego, its positioning strategy is the grand strategy which is for Lego to get back to its roots and for its consumers to perceive brand Lego as a strong brand that build legends. The focus of this article would be the global marketing strategies adopted by Lego Systems A/S and how they have supported the companys success in the global market. Its unique value proposition and product portfolio gives it a competitive edge in the global market that is difficult to beat for rivals. This section of the report focuses on analysing the firms resources and capabilities which have helped it generate a sustainable competitive advantage in the global market. The article also highlights the marketing strategies employed by the company and offers marketing related suggestions that can help Lego strengthen its competitive position and overall market share in the global markets over the next five years. Legos leading modes of market entry are explained below. Since other companies are also focusing on developing their human resources to derive the best results, Legos competitive advantage in this area is only partial. EMEA denotes Europe, Middle East & Africa. It also communicated a message to its consumers that brand Lego toy was a high- quality product with an extraordinary service delivery. Lego is well known industry wide for its marketing strategy. He graduated with a Hons. In China, Lego has entered into a partnership with Tencent to create exclusive digital experiences for local customers. 1929: The Great Depression forced Christiansen to switch gears to more inexpensive goods like wooden toys. It provides a detailed overview of Legos global strategies through the help of BCG Matrix, VRIO Analysis, external environment analysis, and a brief marketing mix of the company. The legoland theme parks are also among the companys cash cows where Lego holds a major market share. Hawaii International Conference on System Sciences, [online] 53, pp.5779-5788. Apart from the leading toy brands like Bandai Namco, Barbie, Hasbro and others, there are several more competitors of Lego in the international market (Handley, 2018). Grownups also like to give form to their creative ideas using these bricks. Available at: 
The company sells higher complexity toys for the children 10-15 age group and lower complexity for younger kids (Bartneck and Moltchanova, 2018). In fiscal 2019, the top selling theme sets of Lego included Lego Star Wars, Lego City, Lego Friends, Lego Technic and Lego Creator (Lego, 2019). 
Lego is a market-leading toy brand with a unique brand image. The foundation of the Lego Group was laid almost 88 years ago by Ole Kirk Kristiansen. Graduate. In the digital era, the company has introduced several new tools and features with the potential to drive customer engagement and customer loyalty higher. The way a brand is positioned in the market ought to be the way a consumer can understand and interpret what the brand is. He owned a small carpenters workshop. They didnt sell well at first and he slid into bankruptcy. Lego has also released many educational and interesting games and apps to engage kids. Imagine a company that sells 600,000 items a day, is used for five billion hours a year, and was named toy of the century. These interlocking bricks are the companys unique product offering and can be used to build toys of larger shapes and sizes. In the case of Lego, internationalization has driven faster business growth (Tormer & Henningsson, 2020). Its R&D expenses were DKK 768 million in 2019 compared to DKK 689 million in 2018 (Lego, 2019). Lego Marketing Mix. The company grew eight-fold in just 15 years. The chart below shows how the revenue of the company has grown historically over the past 17 years. Over the past several years, the global economy experienced higher activity resulting in growth in sales and revenue for Lego. It has released Lego brick toys and theme sets for kids, adolescents and teenagers. The strategic importance of China has grown as it has evolved to be one of the most lucrative markets for Lego products. This will further help Lego strengthen its brand awareness globally. The main emphasis of this article is to identify and critically evaluate the global marketing strategies utilized by Lego that became the foundation of its global success cutting across markets and cultures. Legos product mix has expanded a lot over the past five or six decades. In order to manage the negative impact of political factors, Lego must consider entering into local partnerships and tie ups in key markets like China and India. For a resource or capability to offer a sustainable competitive advantage, it must meet all of the four important criteria that are Value, rarity, imitability and organization (Sharif & Khattouti, 2020). This digitalization broadcast or multimedia message was to communicate to its consumers that the brand was unique and delivers better value for its consumers. The competitive environment of Lego is being shaped by several changes including faster technological evolution, growing digitalization as well as changing market dynamics and consumer preferences. Harlow [i pozostae]: Pearson UK. While these bricks are safe for use for people of all ages, their popularity arises from their uniqueness and their use. Since its inception, LEGO intentionally focused on creating toys for children. With some more focus and investment, the company could turn Legoland discovery into a cash cow. He further adds that marketing is not just a means to dispose off the products a company manufactures. The complexity level of its toy sets grows with the targeted age group. Lego.com. Available at: 
According to Kotler, market selection is key to faster growth and market expansion. Available at: 
Their skills and knowledge are the most fundamental drivers of a companys success in the market. How digital remix and fan culture helped the Lego comeback. 
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As their EVP of marketing, Mads Nipper said, Play trends changed, and we failed to change.. Lego must focus on digital stores and customer experience to achieve superior growth in the post-pandemic era. They as well, divided the marketing team into different department for the road show like sales, advertising, event management, PR, in-store merchandising and finance using tools like targeted, laser guns, mobile tours e.g. It can also partner with other entertainment brands like Netflix that create original content to grow brand awareness and create new channels of growth. 9 Ways to Repurpose Content for Social Media, Why Creators Should Narrow Down Instead of Expanding | Vibely. Legos sales could have dropped significantly if the company was not investing strategically in digitalization which helped it beat the effects of the pandemic. Apart from special themes like Toy Story and Star Wars, it has brought products in the following categories animals, Cars, Boats, aircrafts, STEM, Coding and Robots. Peoples income levels in the key market, level of employment and GDP growth rate are some of the economic factors that can impact Lego sales and revenue directly. Big retailers were critical to LEGO sales, but they often placed the toymakers kits alongside cheaper copycat brands, causing LEGOs to get lost in the shuffle. Are our tactics also bringing to life the essence of our product? Einwchter, S. and Simon, F., 2017. In 2007, LEGO paired up with Chicago-based architect Adam Reed Tucker, who had been constructing iconic buildings out of LEGO bricks. You dont repeat as toy of the century by just tossing out concepts and hoping they work. The Hamilton Project, [online] pp.1-19. The following section includes the two Ps Products and Promotion of Lego Group. in English literature from BRABU and an MBA from the Asia-Pacific Institute of Management, New Delhi.
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