LEGO A/S IN THE PINK
Lego A/S overcame the recent doldrums in the toy market as well as new competition in the building-block segment to continue its market success, increasing revenues and achieving a close tie for the No. 2 slot in the global toy business.
“The Danish toy maker enjoyed sustained success for its popular Lego City and Lego Star Wars sets. Its new Lego Friends theme targeting girls sold twice as well as initial expectations and helped triple sales to girls.”
Questions
Can you think of other companies that have used new colors to extend or grow the market for their products?
Source “Lego Shrugs Off Toy-Market Blues,” The Well Street Journal, February 21, 2013.
Want to see the full answer?
Check out a sample textbook solutionChapter 4 Solutions
Loose-leaf for Operations Management (The Mcgraw-hill Series in Operations and Decision Sciences)
- Question: Think of a product that really reminds you of your childhood-(a particular candy bar, a toy, a television show etc). What is the positioning of that product in your mind? Describe how would you reposition that product to appeal to children now.arrow_forwardWith a focused strategy, you often find the product creates a niche market With infants, it can be baby food, where Gerber has a traditional advantage. It is more expensive but had both brand recognition and customer loyalty – whyarrow_forwardThe product manager of GE is reviewing the penetration of trash compactors in American homes. After more than two decades in existence, this product is in relatively few homes. What problems can account for this poor acceptance? What is the shape of the trash compactor life cycle?arrow_forward
- Q2A study by the University of Arkansas in collaboration with the Manchester Business School in London found that consumers (ages 18-24) take on an active role in developing their identities and appearance based upon celebrities. They are more susceptible to celebrity brand endorsements than other age groups. Research by Nielson conducted in 2015 broke down the level of trust in advertising formats by different generations. It found that celebrity endorsements resonate more strongly with Generation Z (ages 15-20) and Millennial (ages 21-34) audiences. In the light of the above study explain the concept of celebrity endorsement and also explain why according to you the influence of celebrity endorsement varies from generation to generation?arrow_forwardthe brand is Apple Watch series 6 o Page 1: Background information on the brand and the target market?(with sources)arrow_forward1. Why Apple has to differentiate their products from their competitors? What are the advantages Apple gets to create Positioning of their products in customer's minds?arrow_forward
- 2 xyz produce chocolate bars and sell them to supermarkets. its bestselling brand is chocdelight. it is put in expensive packaging and is sold as a luxury product. this bestselling chocolate bar has had high and steady sales for the last five years, but recently sales have started to fall as it has now reached the decline stage of the product life cycle. a) what is meant by a ' brand? b) identify two ways the business could react to the falling sales of the chocolate bars c) identify and explain two characteristics of the packaging of the chocolate bars . d ) identify and explain two possible reasons why xyz's chocolate bars are successful . e ) do you think giving the chocolate bar a brand name was necessary for its success ? justify your answer .arrow_forwardPlease choose one of the following brands below. Consider what the brand essence and pillars for the company might be. 1. Best Buy Weekend Sale 2. iPhone X 12 launch Identify the target market for the company or product. Include at least two demographics, psychographics, needs, wants, or behaviours in the target market description. State the social media objectives and metrics for the campaign. Describe how the social media strategy aligns with the campaign objectives. Identify the social media platforms and tools that are fit with the company.arrow_forward3.2) Explain how to develop effective brand positioning for the Brazilian market.arrow_forward
- To create the strong brand positioning, marketers typically focus on brand benefits in choosing the points-of-parity and points-of-difference that make up their brand positioning. Brand attributes generally play more of a supporting role by providing “reasons to believe” or “proof points” as to why a brand can credibly claim it offers certain benefits. For example, Marketers of Dove soap, will talk about how its attribute of one-quarter cleansing cream uniquely creates the benefit of softer skin. Singapore Airlines can boast about its superior customer service because of its better trained flight attendants and strong service culture. If you are brand manager of CHANGAN ALSVIN, how you compare and communicate the point of differences and point of parity with other players in the Pakistan auto market?arrow_forwardBajaj Auto and Parle Products have also discontinued their advertisements in three television channels. Critique (not criticise) the decision taken by these advertisers in the light of differentiation.arrow_forwardImagine you will be launching a gift shop at your local area. How would you position your brand? Explain using positioning mapping and different strategies of positioning.arrow_forward
- Practical Management ScienceOperations ManagementISBN:9781337406659Author:WINSTON, Wayne L.Publisher:Cengage,Operations ManagementOperations ManagementISBN:9781259667473Author:William J StevensonPublisher:McGraw-Hill EducationOperations and Supply Chain Management (Mcgraw-hi...Operations ManagementISBN:9781259666100Author:F. Robert Jacobs, Richard B ChasePublisher:McGraw-Hill Education
- Purchasing and Supply Chain ManagementOperations ManagementISBN:9781285869681Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. PattersonPublisher:Cengage LearningProduction and Operations Analysis, Seventh Editi...Operations ManagementISBN:9781478623069Author:Steven Nahmias, Tava Lennon OlsenPublisher:Waveland Press, Inc.