Positioning Strategy of Lego
Let’s be honest. We have all owned a Lego collection as kids. Some of us may have even saved those collections as memories. Legos are awesome toys that help shape young children’s intellects, critical thinking skills, and, why not, even problem-solving skills. Some adults adore Lego toys as well, assembling their collections of characters from movies, games, etc. Lego’s history goes way back to Denmark in the 1930s. Initially, these toys were made of wood. Not long after, the company’s name switched to Lego, and if you translate it to English, it means ‘play well’. Wanna explore Lego from a business perspective? Let’s dive right in.
We are going to start the fun by looking at the target audience of Lego.
This video is advertising an amazing creation for adults that are interested in marine objects and love investigating with Legos in their free time. A Lego set has never been more sophisticated than this.
Everyone knows the story of Titanic. Everybody cried at the end of the movie when there was space on the door, but Jack did not get on it. That is an argument for another time though.
The enormous Titanic is so fascinating with detailed interior and exterior designs. So, now, imagine building it on your own. It is an actual project that you can even complete with your friends. The set comes with 9000 pieces. It has three sections that ultimately come together. It even has lifeboats and a ton of other details that you may not even think about.
If you divide the ship into three sections, you will clearly distinguish all the fun elements of the interior. And the exterior leaves us speechless.
The tendency to be involved in an engaging activity, its in-depth and in-detail elements, and perfectionism leave us with one inference.
The segment that Lego has chosen to target is Actualizers.
Lifestyle and values:
As you might have already guessed, this segment is full of perfectionists. They genuinely desire that the result of whatever they are creating ends up unique. They are all or nothing people. Actualizers set an ultimate goal. And how they contribute to it is by splitting it into small steps.
It is important to work towards arriving at the top of their career. However, Actualizers do not want to pursue a career purely for financial purposes. Of course, money is a vital aspect as well. Still, being fully committed to a job, and enjoying it, comes in the first place.
Actualizers love staying at home, and it is their safe space. They adore being surrounded by their family members. What better place to spend quality time with loved ones than home?
This segment leads a healthy lifestyle. They are among those people that eat healthy, and exercise consistently. This aspect of their life is one they will willingly spend extra money on.
An area that Actualizers do not care about as much is their style. They would rather dress simply but comfortably. Putting together a trendy outfit requires too much time, energy, and money.
Attitude to shopping.
Actualizers are typically pretty clever with the way they spend their money. They do not tend to waste it on items they do not need. That is because this segment understands the value of money perfectly.
Whenever this segment needs to buy something important for them, they will. That item could be something expensive but long-lasting, so it is all a matter of significance.
Actualizers are impatient. If they have been waiting for an item to drop, they are not going to wait for it to lose its hype. It is alright to spend a little extra money in this case.
One last thing worth mentioning about Actualizers is that they are productive human beings. That applies to every aspect of their lives, even shopping. This is why they will plan their shopping way ahead and make sure they are not wasting any of their precious time. For example, they will choose to go to a store that sells all the goods they need.
Marketing Strategy
Lego has kept in mind a few steps to keep its success going. This company has not only started out right but also kept going strong.
Even though Lego’s products are available in over 130 countries, that does not hold the company back from gaining more recognition. For example, when Lego arrived in China, this opened many doors. The company established stores in major cities that offered demand for it.
Analyzing the new market kept Lego back from investing in nonbeneficiary demands.
Lego offers a wide variety of toy sets. However, it also keeps in mind that being present on multiple platforms increases the chances of further promotion.
For example, the Lego Batman Movie became a reason for opening numerous Legoland theme parks.
Of course, Lego has collaborated with Marvel, DC, and Stars Wars. The sets from these collaborations are iconic, and their demand is high. People that are movie lovers and lego lovers are in heaven.
Lego is also incredibly active on social media platforms such as Instagram, YouTube, and Facebook. It would probably not be a surprise for you to hear that Lego is the number one brand channel on YouTube.
Lego regularly interacts with its customers. For example, people share their creations on social networks under a hashtag.
Lego views itself as educational aside from entertaining. That is why it regularly invests in educational products for schools.
And, of course, because Lego is mainly targeted at children, it makes sure to be parent-approved. After all, it is the parents that invest in these products. And they have to like it even to consider buying it for their children.
Problem Removal
Although it is the 21st century, gender stereotypes are still pretty much a part of our reality. There are lots of big organizations that take it upon themselves to spread the word about these issues.
Ever since a young age, stereotypes have been implanted in kids’ brains. Statements similar to “boy’s don’t cry”, “girls should wear pink”, and so on.
After conducting an international survey, Lego came up with a few conclusions regarding gender stigmas. One of those is that future career paths for kids are still not equivalent. One gender earns more money than the other. Similarly, lots of workforces prefer one gender to the other.
Girls have gained the confidence to take upon some activities that are not “specific” to them. We can not say the same about boys, however. For example, if boys play with dolls, they are afraid of what the kids around them will think. The same goes for their parents. They are worried about how the society surrounding their kids will perceive them.
The wider variety, or, in other words, society, needs to become more accepting. That will also take away so much off of parents’ shoulders because they will become more welcoming as well.
Legos help incorporate necessary skills in children starting from a young age. Thus, both girls and boys should be encouraged to play with Legos.
The biggest problem that Lego is aiming to remove is gender bias.
Companies should advertise their toys in a smart manner. They should keep in mind that even though parents are the ones that get toys, kids are the ones that ask for them. The ads on TV should not exclude them. Kids should never feel weird for playing with “the wrong toy”.
Lego has taken a fantastic step to remove the gender category from its website. Instead, the company added a “passion points” category.
If more companies follow Lego’s footsteps and take action, the issue of gender stereotyping among children will eventually be solved.
Social Acceptance
One of Lego’s most valuable goals is to achieve full-on sustainability towards the end of 2025.
The most important responsibility of the company at the moment is to complete that goal. That is because being surrounded by more environmentally friendly products is a crucial aspect for the world.
If beforehand, Lego used to utilize single-use plastic bags. Now, it has replaced those with recyclable paper bags.
Lego’s target audience is children, and it is not going to change anytime soon. So, the company needs to consider everything to make the world a better place for the coming generations. And because Lego is educational, it strives to encourage kids to contribute to that huge goal.
Kids are so bright that they have vocalized their thoughts about the urgency of climate change. Thousands of kids have made efforts to work towards solving that issue. They have sent tons of messages to the company to replace their plastic packaging. That is one of the reasons why Lego has been so eager to alternate that.
After the company’s tremendous efforts and coming up with the solution of paper packaging, children seem to be happy about it.
Lego also invests a great amount of money in making its products educational, so children learn while being entertained. The company actively collaborates with organizations like UNICEF to turn its goals into reality.
Lego does not ignore children that can not afford its products. It continuously donates to kids in need.
To add up, Lego wants its products to be carbon neutral by the time 2022 arrives. That is going to become a reality with the installation of supplementary solar panels.
The world is encountering lots of problems. No organization can fight against it alone. So, one this that Lego inspires everybody to do is to join a sustainable mindset. That is so the children, the creators of tomorrow, grow up in a better and healthier environment.
Message Strategy
What we see above is an Instagram post of Lego’s. The latter has over 7.6 million followers on Instagram. The post is advertising a new Lego set to celebrate the company’s 15th anniversary. The collection looks like an incredibly sophisticated and creative set. The building has lots of rooms with its furniture. And then, we also see the little Lego humans that are the residents of the luxurious location.
We do not really need much to understand that the archetype that Lego belongs to is the Creator.
This archetype is all about having a different visualization and turning it into reality. Lego is not limiting its consumers to assemble its products in a specific way. It encourages people to use their brains and bring the unknown to light. Lego does not solve all the issues for customers. Instead, it lets those people do their own thing.
To sum up, the Legos that we all loved and played with as kids have a fascinating and complex history. This company is very successful, and it is not purely for being in the spotlight. Lego has earned its recognition with the awesome marketing strategies it has incorporated into its business over the years. Lego is doing just fine with a specific targeted segment, problem removal, social acceptance, and an archetype. To read more blogs like this about tons of other companies, make sure to check out our main website. And, we, in turn, will make sure to come up with more blogs consistently.
