preview

Brief Summary Of The Lego Company

Decent Essays

Brief Summary of the Lego Case
The Lego Company, was founded in 1916, by Ole Kirk Christiansen in Billund, Denmark. The company quickly expanded, producing double-digit sales. Then, with the development of social media Lego appeared to hit a brick wall when faced with the challenge of how to market their Lego Bricks on the social web. Jack McKee, a former social media practitioner at Lego, “was able to help change the culture within the organization, so they could use the social web to build relationships with customers, generate new product ideas by sharing propriety information, and better understand their customers.
A strategy was put into place to help understand customer behavior. The social media strategies enabled Lego to create personas to segment their markets. This was accomplished by the use of six distinct personas to categorize customers, according to purchase and usage rate. This was a huge contributor to Lego becoming one of the most successful toy manufactures.
Question #1: Which of the three personas does the Lego Group spend the most social media marketing time and effort? It is likely that different personas will emerge from the Lego Group over time? Explain.
The first three personas spend a great amount of time on social media interaction. However, of the three personas the “Lead Users” of Lego are the most involved with the production. They play a vital role because they help shape product design. Though they have the fewest members they are

Get Access