LEGO Harry Potter Product Line: Marketing Strategy and Target Market

MKTG1001:
Foundations of
Marketing,
Assessment Item Two
Individual Report

EXECUTIVE SUMMARY
The company which was chosen for this project is the LEGO group with the focus laid on its
Harry Potter product line as when it comes to toy manufacturing, the company is the best in the
world and many important things can be learned from researching its marketing campaigns. It
was found that the best possible customer segment for this product line will be middle aged
parents who want to buy LEGO brick sets of Harry Potter for their children. The main findings
of the report include that LEGO has successfully utilized a multichannel place mix to gain
success in the market and has fulfilled major needs of the customer segment.

Table of Contents
EXECUTIVE SUMMARY...........................................................................................................2
INTRODUCTION..........................................................................................................................4
MAIN BODY..................................................................................................................................4
Brand and company background.......................................................................................4
Market and target market segment....................................................................................5
Needs, wants and demands..................................................................................................7
The marketing strategy (Marketing Mix 4P’s)..................................................................8
CONCLUSION..............................................................................................................................9
REFERENCES.............................................................................................................................10

INTRODUCTION
This report will be executed in the organizational context of LEGO company which is a
Danish multinational toy manufacturer which primarily consists of interlocking plastic bricks,
founded in 1932 by Ole Kirk Kristiansen and has gone on to conduct business in more than 100
countries with extremely varied product line offerings (Tuzovic, 2021). The report will highlight
the marketing process the company undertakes to promote and sell its Harry Potter themed
product line which is based on a bestselling book of the same name by J.K. Rowling.
This report will highlight the complex activities and considerations involved in the processes of
modern day business marketing. There will be key discussions on important marketing functions
such as information about product line offerings of the company, its ways to segment the target
market, choosing the optimum segment for promotion and targeting, identifying the various
desires of the identified market audience along with the way LEGO company uses the different
marketing mix elements to promote its Harry Potter themed product line (McAllister & LaGroue,
2019).
MAIN BODY
Brand and company background
The LEGO group has come a long way from being established in 1932 as it has gained a
strong foothold on the toy industry and its signature toy structure of the LEGO brick has become
a monumental part of the global pop culture. The company focuses on making toys for children
with focus on theming its LEGO brick sets around different popular series and characters for
maximum engagement with the youth. The group has maintained more than 1000 different
LEGO sets for the purpose of sale with themes ranging from Star Wars and Ninjago all the way
to Marvel and DC superheroes which has resulted in the company getting recognized with the
‘Toy of the century’ award twice. The LEGO group’s major focus has been to provide quality
toys which not only help young children collect and immerse themed products of their favourite
characters and franchises but also make them build different structures and toy shapes which
helps foster creativity and problem solving skills from a young age. Out of all the popular themes