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Caselet Code : |
CLCB050 |
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Publication date : |
2005 |
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Subject : |
Consumer Behavior |
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Industry : |
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Length :
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6
Pages |
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Price : |
Rs. 100
(Detailed
Pricing Info) |
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To download this short case study (No. CLCB050) click on the link below,
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Consumer Behavior Caselets
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Marketing Case Studies **
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ICMR Case Collection
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Abstract
LEGO Group is the manufacturer of LEGO toys, one of the most popular brands of
toys in the world. Lego Toys - 'The Story of Playful Learning' describes the
success story of the LEGO Group. It also explains the initiatives the company
took to adapt its products to the changes in tastes and preferences of
children over the years. The LEGO Group's brand protection efforts are also
discussed in detail.
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Issues:
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Toys for the development of non-academic skills of children
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Quality maintenance for the success of a brand
» Brand protection efforts
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Key words:
LEGO Group Company, LEGO, LEGO toys, LEGO magazine, LEGOLAND Parks, LEGOLAND,
Mindstorms, Educational toys and Toys.
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Questions for Discussion:
1. Identify the strategies which helped the LEGO Group to remain one of the
prominent toy manufactures in the world even after many decades of its
inception.
2. "The toy market has been declining for some time and is extremely
competitive. To consolidate its position, the LEGO Group chose to sell its
majority holding in the LEGOLAND Parks in order to focus on closer relations
with our customers and consumers, improved marketing, and a greater emphasis
on core products." Do you agree with this statement?
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