Impact the Lego Brand - Demographics - Marketing Assessment Answer
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Marketing Assessment Task
Discuss the various marketing gaps that exist between Lego and the consumer. In your answer, refer to who would be responsible for closing these gaps (i.e. which intermediaries).
Identify and discuss four variables (in total) in the market and macro environments that could impact the Lego brand. In your answer, state whether it is a market or macro environmental factor.
In an essay format (no more than 600 words), discuss the behaviour of toy consumers. Your answer should make reference to the following:
Individual and group factors influencing toy consumer behaviour. Consumer decision-making process of buying Lego.
The article states: “Lego is loved by all types of people”. However, as a marketer, you need to have knowledge of how to segment, target and position your brand in order to have the most successful marketing strategy.
Q.4.1 Explain the following segmentation bases and discuss why they are relevant for a brand such as Lego. Note: Quotes from the case study may be included in your discussion.
Q.4.2 There are three broad approaches to target marketing. Evaluate, using evidence from the case study, the approach to target marketing that has been adopted by Lego.
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