Marco Meireles De Franco
Assignment #3 Lego:
1) Lego segmented its costumers in 4 target groups. The first is “Lead Users”
that are children and adults who are very engaged with the brand. The second
one is “One–to–One Layer”, this group is people who Lego keeps ongoing
dialog with. The third group is “The Community Layer” which contains online
users like online games and communities. The final one is “Active Household
Layer” which is people that bought Legos in the past, they are the bottom of
the pyramid.
1
In regards to Lego’s marketing strategy they used Costumer-First Marketing
with all the information gathered in their CRM program. This means that Luis
Gomes Lego’s Head of Global Search Marketing is letting their customers
drive their global strategy. One example of this is Lego’s Ambassador
Program a networking group composed of fans with the purpose of getting
important insights and help to make valuable business decisions.
2
In addition Lego used its CRM program to create new products, one example
is the Lego Ideas Program. Lego users can create products ideas and if one of
the ideas reach 10.000 votes Lego will review it and if everything is ok they
will put it to production.
3
Lego also did a rebranding based on customers, they started using a lot of new
platforms like blogs, Lego universe, Lego.com, Online games and started to
listen to their customers tips and needs. In conclusion based on customer
