Marketing mix 
Product, Price, Promotion, Place, distribution 

Product 
-        Lego offer very good quality toys to the public. Ole are very particular the quality of the product 

-        Kids or even adult are enjoy playing with Lego, and there is an emotional attachment with it with encourage to explore and imaging.

-        Lego is a toy with endless possibility, make the customer have the sense of achievement while playing with it. 

Promotion 
-        Ole offer the barter system to allow Lego to be sell to wider to the public. 

 

Distribution
 -        At first Lego didn’t aware by most of the people, and not well on distribution, and Ole is not a good seller that promote the product. Ole are relentless trying to sell the toys to the public to keep the business survive. 

-        Ole Son, has also promoting the product to the shop by he own, and make it product widely available in the shop. 

-        Lego land was form to distribute the brand Lego and attract big crowd to lego land. 

 Place 

-        Lego has build it own airport to allow visitor to visit the factory & modelling department 

-        Overwhelmed demand trigger Lego to come out the idea of lego land, which share the idea & joy with the public 

Branding 

-        Leg Godt has rebrand the name to Lego which is make it easy to memorize by public. 

-        Lego also promoting a playing system with endless possibility and can mix with different theme product together. 

1.Promotion 

-Advertisement 

-LEGO did the publicity through children/kids, which has the element of fun, self – innovations and creativity 

-Direct Selling/Marketing Strategy 

-Promoted the new toy in town directly to the retailers/shop keepers to gain a revenue. 

-B2B and B2C strategy 

 

2. Place 

-Creation of Airport. 

-To create more awareness of the existence of the new  innovation in a larger market. 

-1st phase of its strategy to introduce the Lego system in a wider market range. 

-Legoland 

-A venue that created entirely based on Lego system. 

-Promotes Lego and increases the market sales. 

3.Product 

-Quality 

-Overcome the weakness of the product which is the non interlocking blocks to inter locking blocks which strengthens the entire toy. 

-Designs 

-Creates more attractive toys from wooden toys to coloured plastic moulded toys 

-The blocks were capable to build any designs that customers preferred. 

 

4.Price 

-Non fixed price 

-In early stage, the owners did not place a fix price and willing to exchange the products with other products from the buyers. 

B. Branding
LEGO - Play Well
-Creating uniqueness
-Assign responsibility
-Customer expectation
-Certain level of quality
-loyalty
-impression

C. Change + Innovation (How Lego Evolved)
Stage in the adoption process
-Awareness - Ole inventing high quality wooden toys
-Interest - From wooden toys, it evolved into plastic brick. Plastic is the new technology at the time
-Evaluation -  Lego started making interlocking toy blocks. Soon they faced the sticking problem
-Trial - Lego changed their lego brick design by implementing automatic bindings bricks
-adoption - The lego is born with many types of choice

LEGO evolved from PLAY WELL to BUILDING TOGETHER

- Product: modernisation and transformation appeal
- Place:  creative strategy. Building the warehouse in Lego theme.
- Price: B2B as a Barter System & cash payment 

ii) Son:
-  Product: Enhancement of product quality (lanquer)
- Display sign
- Conversion from wood to plastic with a plastic injection moulding 
- implemented a system in a toy to make children creative
-invented a township for the understanding of kids
-Product: Convert into hole lego bricks. Marketing innovation

2. Branding
Bulls Eye Branding positioning
- Brand Mantra - LEGO "funs, construct and create"
- Points of Parity - fairly price
- Points of Different - toys with have a system, Building Creativity, convenient, attractive colors, 
- Substantiators - Quality of the plastic, chemical free in the painting (harmless), to build  

imagination

- Values/ Personality/ Character - Fun, fullfill children expectation and satisfactory. 

- Executional Properties / Visual Identity - Colour; Red, white, blue, blue,  Consistent in Shape 

- LEg Godt ("play well") - "I put together"
- Motto - "only the best is good enough"
-Colour - Red, Blue, Yellow, White
- build factory with lego theme
- Lego Land - Amusement Park
-Packaging
-New Airport (for those investors who come to visit)

3. Change + Innovation (How Lego Evolved)
- Wooden Bricks
- Wooden toys. e.g. Lego Wooden Duck
- Colour Wooden toys
- Plastic toys
- Township lego system
- Bricks with hole
- Lego Land

Brand element choice criteria, which is part of building brand equity. Help differentiate the brand.

Memorable 

LEGO brand name is short and catchy, easy to remember. 

 

The consumer can easy to relate. The brand name has a meaning related to “leg godt” means “play well”. 

 

Likeable 

The LEGO logo has been evolving. LEGO logo colour scheme - RED is striking and attract attention.

Transferable
Beside the brand name being suitable with toys. Initially brand for toys, the brand transferable and relevant to the amusement park.

Adaptable
The LEGO logo is easy adaptable and updated latest flavour. The logo has seen many changes since 1934.

Protectable
The LEGO brand name is unique (non-generic). Easy to apply IP protection.