Marketing Mix and Promotional Strategy

1394 Words3 Pages

Product Description

The LEGO Group organization is famous due to its flagship product – colourful plastic bricks that can be interlocked to form a variety of figures, and then disconnected again. These binding bricks originated in a wooden form when the company was first established in Billund, Denmark by Kirk Kristiansen in 1932 (The LEGO Group, 2012), and today’s well known plastic version was introduced in 1958 (Rosenberg). The company’s head office is located in Billund to this day, and The LEGO Group remains privately owned by Kristiansen’s family (The LEGO Group, 2012). They currently sell toys and teaching materials in over 130 countries worldwide.

Although the company produces a wide variety of LEGO brick products, including themed sets and board games, for the purpose of this particular assignment a focus will be placed on the ‘LEGO Basic Bricks Deluxe’ set. This bundle of bricks is intended to fit any building level for customers aged four and up (Customer Reviews for Bricks & More: LEGO Basic Bricks Deluxe, 2011). It includes 650 bricks at various sizes (from 1x1 up to 2x8) in the colours white, yellow, orange, red, blue, brown, black, dark green and light green (The LEGO Group, 2012).

In order to distribute this particular product, The LEGO Group uses a multichannel distribution system. Customers looking to purchase the ‘LEGO Basic Bricks Deluxe’ set can order it directly from the online LEGO store (The LEGO Group, 2012), use the website’s “find a LEGO store” search box to find a company owned shop convenient to their location, or can purchase using retailers such as Amazon.com, Wal-Mart and Toys R Us. The digital LEGO store uses product bundle pricing and prices the set at C$34.99 (price varies between countries),...

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...m Lego: http://reviews.lego.com/1360/6177/bricks-more-lego-basic-bricks-deluxe-6177-reviews/reviews.htm

Gomes, E. (n.d.). Lego: Red Brick. United States of America. Retrieved from http://adsoftheworld.com/media/print/lego_red_brick

Rosenberg, J. (n.d.). 1958 - LEGO Toy Bricks First Introduced. Retrieved from About.com: http://history1900s.about.com/od/1950s/qt/lego.htm

The LEGO Group. (2012). 6177 LEGO® Basic Bricks Deluxe. Retrieved from Lego: http://creative.lego.com/en-us/Products/Basic/6177.aspx

The LEGO Group. (2012). LEGO® Basic Bricks Deluxe. Retrieved from Lego Shop: http://shop.lego.com/en-CA/LEGO-Basic-Bricks-Deluxe-6177?p=6177

The LEGO Group. (2012, January 23). The LEGO Group. Retrieved from Lego: http://aboutus.lego.com/en-US/lego-group/

Wikimedia Foundation Inc. . (2012, March 24). Lego. Retrieved from Wikipedia: http://en.wikipedia.org/wiki/Lego

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