LEGO Promotional Marketing Campaign: Analysis of Strategy & Audience

This report provides a comprehensive analysis of a promotional marketing campaign for LEGO, a leading toy production company known for its plastic building bricks and LEGOLAND amusement parks. The report details LEGO's product and brand, service and market segmentation, and the 4Ps of marketing (Product, Price, Place, Promotion). It outlines a campaign concept focused on creating awareness among children, emphasizing limitless creativity and skill enhancement. The analysis includes a target audience profile and a reflection on the author's experience in business management. The report concludes that promotional marketing campaigns play a significant role in connecting with audiences and maximizing sales, referencing various academic sources to support its findings. Desklib provides access to this and other solved assignments for students.

PROMOTIONAL MARKETING
CAMPAIGN FOR LEGO

TABLE OF CONTENTS
• INTRODUCTION
• Product and brand of Lego company
• Service and market segmentation
• 4p’s of marketing for LEGO
• Campaign Concept build
• Aim of the campaign:
• Aim to target audience:
• Message to convey:
• Target audience and profile demonstration for the campaign
• Campaign that connects with the target audience
• Reflection
• CONCLUSION
• REFERENCE

INTRODUCTION
• Promotional marketing is the collection of the activities to share the information about the brand, product and
services of the organisation. Company aims to create awareness of their goods and services by aiming good
range of audience in the market. Lego a toy production company, they manufacture the branded toys and deliver
it to the market for kids. Company also developed the large amusement parks which is commonly known as the
LEGOLAND. Report will discuss the aim and target audience of the company. It also covers the reflection part.

Product and brand of Lego company
• Product for the company are plastic bricks, which can be assembles and connected to develop different objects
such as castle, buildings, vehicles etc. it is found that company have more that 1000 different set of the products
to sell with the good themes of the super heroes and with the robotics themes. Product are interlocking plastic
bricks that are accompanied with the gears array. LEGO plastic building block toy company gained the rose in
the mid of the 20th century. This blocks are originated in Denmark. Lego is the largest and popular toy company
in the world.

Service and market segmentation
• Main business of the company is to manufacture the LEGO toys, organisational products are sold nearly in
130 countries it is also found that approximately 3000 million children prefer to play with the Lego bricks.
Generally, the target audience of the company are children and the market segment for the company is
communal people whose names and information are present in their directory and the people who are ever
been to LEGO stores and to LEGO parks, other are active households as those people who have purchased the
products in last 12 months or the household who have once in a while bought the LEGO product.

4p’s of marketing for LEGO
• Product: It is the umbrella term which helps the
businesses to grow their revenues by providing valuable
products to the customers. Lego company mainly
proposes the 3400 varieties in their toys products. They
design it in a manner which appears as a sophisticated
and unique. By using the building blocks children can
easily make buildings, robots and other items. Thus these
are the strongest point for the company to provide modern
and unique products which is able to attract the attention
of the customer. Thus company’s focus is not only on its
toy products but they also provides the clothes for
children of range 0-12 and keyrings or other accessories.

Contd…
• Price: A cost which is paid by the consumer against their buying. For the LEGO, as for their products the cost
is quite high than average because of the popularity of their products, also they uses the branded and qualitative
raw material for manufacturing process. It costs more to the company itself. However, company also provides
the products which are affordable to the middle class income consumer.
• Place: Lego company uses various distribution channel so that user can easily buys the product. It is because
company have many franchise around the world. Also holds a greater presence in various countries. Other
reason is company always ensures that their customer is satisfied in acquiring the products easily. As customer
can easily buy the product from company’s official site or from the Amazon, eBay.
• Promotion: It is the main process which the organisation do in order to advertise their products and services.
For LEGO company they uses the TV, media and other flyers, magazines to promote their products. Company
not only rely on this they usually make the product according to the kid’s movies which helps in alluring the
kids towards the products.

Campaign Concept build
• Aim of the campaign:
Marketing campaign’s aim is to create the awareness of products among various customers
• Aim to target audience:
Mostly children
• Message to convey:
Lego’s message is to being limitless creativity and children can easily develop the things from the
Lego building blocks, with this child can easily enhance their creativity skills. Company also committed with to
provide the best products which helps in inspiring the children to become builders of tomorrow.

Target audience and profile demonstration for the campaign
For the marketing campaign target audience
are children who are of age group 1-15,
however company also targets the great
range of customer base among the
grownups. Thus the target audience is
children company also follow the rules and
regulations. As prior to the pandemic
company generally begins to do the
shopping mall activations and also worked
with the range of the retail groups to
promote their product and services.

Marketing campaign Instagram and YouTube post of LEGO product

Campaign that connects with the target audience
For the Lego they mainly uses the digital platform to give every
customer segment with great integrated user experiences. Company
also allow the children to share the photos of what they have made
through the Lego building blocks and also to leave the comments on
other people’s creation. Thus company uses the unique strategy as to
post the basic building of the Lego toys on social media platform
that helps in attracting the customer attention. Thus company also
believes in developing the customer persona in order to make their
customer as a potential customer.

Reflection
• As for me my BA pathway is business management, due to my personal interest in business. Also I always concern
that how entrepreneurs starts and runs the business. This course will help me in enhancing my academic knowledge
and skills to grab the global range of career opportunities. Also with this I will be able to understand the business
dynamics and to clear the concept about the finance and human resources. Another reason for pursuing this field as I
always dream to become an successful entrepreneur, thus studying this will help me a lot to develop my career as a
entrepreneur.
• Overall experience for studying in foundation year
For the foundation year overall experience was good, as before starting with this I was very excited and nervous at the
same time. Because I’ve never been to such terms before. Teachers also comes up with their notes which helps them in
their teaching practices. Thus because of their notes making I was able to ask the queries in time which is saved by
notes making. Teacher begins with the description of the business, they explain the every detail of the business as how
it operated and runs. Thus overall experience was good I got to know about the business in details, I also wrote down
the difficult terms so I will search it down for better understanding.

CONCLUSION
• From the above report it is concluded that promotional marketing campaign for the organisation
plays an significant role. It enables them to connect with good range of audiences to maximise
their sales and revenues. Above report illustrated the description about the product and brand of the
organisation, it also discuss the aim and target audience for the firm. It also discussed the
demonstration of the marketing campaign for the company. It lastly concluded with the reflection
part.

REFERENCE
• Ashton, D. and Giddings, S., 2018. At work in the toybox: Bedrooms, playgrounds and ideas of play in creative
cultural work. The International Journal of Entrepreneurship and Innovation, 19(2), pp.81-89.
• Morris, B., 2019. Digital marketing and young consumers: A framework for effective digital marketing
communications.
• Martínez-Navarro, J. and Bigné, E., 2021. Sponsored consumer-generated advertising in the digital era: what
prompts individuals to generate video ads, and what creative strategies do they adopt?. International Journal of
Advertising, pp.1-32.
• Morris, B., 2019. Digital marketing and young consumers: A framework for effective digital marketing
communications.