Preview

Lego Essay

Powerful Essays
Open Document
Open Document
2167 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Lego Essay
| |2012 |
| |Australian Catholic University, North Sydney |
| | |
| |Tommy Sugianto S00124626 | |
| | |
| | |

|[LEGO DUPLO MARKETING REPORT] |
|[ |

TABLE OF CONTENT

1. TABLE OF CONTENT .................................................................................. 1

2. EXECUTIVE SUMMARY .............................................................................. 2

3. OVERVIEW…………….....................................................................................3

4. SITUATION ANALYSIS………………………………………………………………………………..4

4.1 SWOT ANALYSIS………………………………………………………………………..……….4

4.2 FIVE FORCE ANALYSIS…………………………………………………………………………4

4.3 PEST ANALYSIS…………………………………………………………………………………..6

4.4 CONSUMER TRENDS…………………………………………………………………………..6

5. STATED MARKETING OBJECTIVES………………………………………………………………7

5.1 SMART OBJECTIVES……………………………………………………………………………..7

6. MARKETING STRATEGY……………………………………………………………………………..9

6.1 FACEBOOK CAMPAIGN…………………………………………………………………………9

6.2


References: | Dahlen, Michael, Lange, Federik & Smith, Terry 2010, Marketing Communication: A brand Narrative Approach, , WILEY, United | |Kingdom. | Belch, George E, Belch, Michael A, Kerr, Gayle & Powell, Irene 2009, Advertising and Promotion, Mc Grawhill, Australia. |Tatiana, 2010, Lego Duplo Facebook pages, viewed 29 April 2012, < https://www.facebook.com/LEGODUPLO?ref=ts#!/LEGODUPLO/info > | |Danimezza, 2011, Lego Duplo Pinterest pages, viewed 29 April 2012, < https:// | |http://pinterest.com/danimezza/lego-duplo-addicts/> | Passport GMID search: Lego Passport GMID search: Lego in australia
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Big Time Toy Essay Example
    • 420 Words
    • 2 Pages

    Big Time Toy Essay Example

    While both parties did have an oral agreement they did not have a contract in place. In the case scenario they also agreed to have Chou memorialize their agreement. In the original negotiating contract it stated that a distribution agreement or contract must be in writing. Although Chou received an email from a BTT manager he assumed that BTT wanted to draft the agreement. Chou waited too long to follow up with BTT and exceeded the 90 day time frame.…

    • 420 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Big Time Toy Maker Essay Example
    • 435 Words
    • 2 Pages

    Big Time Toy Maker Essay Example

    3. Does the fact that the parties were communicating by e-mail have any impact on your analysis in Questions 1 and 2?…

    • 435 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Best Essays

    Established companies, such as Coca Cola and McDonalds do not need to waste profits on advertising as they already have a vast and loyal customer base.
    • 1613 Words
    • 7 Pages

    Established companies, such as Coca Cola and McDonalds do not need to waste profits on advertising as they already have a vast and loyal customer base.

    Smimp, T. A. (2010) Integrated marketing communication in advertising and promotion. South Melbourne, Australia [u.a.], South-Western/Cengage Learning.…

    • 1613 Words
    • 7 Pages
    Best Essays
    Read More
  • Best Essays

    Our Fathers Novel Summary
    • 3907 Words
    • 16 Pages

    Our Fathers Novel Summary

    Broderick, D. P. &. A., 2005. Integrated Marketing Communications. 2nd ed. Edinburgh: Pearson Education Ltd.…

    • 3907 Words
    • 16 Pages
    Best Essays
    Read More
  • Powerful Essays

    Market Based Management: It's Application Today
    • 1581 Words
    • 7 Pages

    Market Based Management: It's Application Today

    Varney, R.J. (2002). Marketing Communication: Principles and Practice. London: Routledge Publisher. Retrieved on 10/08/2011 from http://www.questia.com/PM.qat?a=o&d=108154895…

    • 1581 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Contemporary Brand Management
    • 7424 Words
    • 30 Pages

    Contemporary Brand Management

    Kapferer, J, N. (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, London, Kogan Page…

    • 7424 Words
    • 30 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing & sustainability
    • 1346 Words
    • 5 Pages

    Marketing & sustainability

    Kotler, P, Brown, L, Burton, S, Deans, K & Armstrong, G 2010, Marketing, 8th edn, Pearson Australia, Frenches Forest, NSW.…

    • 1346 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    Brand Identity
    • 1971 Words
    • 8 Pages

    Brand Identity

    Marketing communications play a very big role in creating a strong brand identity. A brand is more than just that, a brand is almost like a person; it holds certain characteristics, values and personality traits. Combining all these aspects allows a brand to communicate with their consumers, which creates a strong relationship between the two parties. Brands have to communicate a certain message to reach their consumers and get them on-board with the brand, they communicate their messages using the following marketing communication tools: advertising, public relations, personal selling, sales promotion and direct marketing.…

    • 1971 Words
    • 8 Pages
    Good Essays
    Read More
  • Powerful Essays

    Services Marketing - Australian Bottled Water Industry
    • 2349 Words
    • 10 Pages

    Services Marketing - Australian Bottled Water Industry

    Langer, J. (1997), "What consumers wish brand managers knew", Journal of Advertising Research, Vol. 37, No. 6, pp. 206-19.…

    • 2349 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Best Essays

    Blackmores Company Analyses
    • 3602 Words
    • 15 Pages

    Blackmores Company Analyses

    Blomback, A., Ramirez-Pasillas, M. (2012). Exploring the logics of corporate brand identity formation. Corporate Communications, 17(1), 7-28. doi:10.1108/13563281211196335…

    • 3602 Words
    • 15 Pages
    Best Essays
    Read More
  • Good Essays

    What are Lego's most valuable resources and capabilities at the turn of the century?
    • 751 Words
    • 3 Pages

    What are Lego's most valuable resources and capabilities at the turn of the century?

    The landscape of the current toy market with the proliferation of electronics toys and games is constantly changing. Children are now growing up in an entertainment economy saturated with play systems which are outcome driven . However, Lego, a traditional toy maker has stick to its core values of creativity, imagination, learning, fun and quality in it products. The threat of substitutes as a result of the many varying products means that children have more options to choose from in the growing toy market . In this paper, we will examine what are Lego's most valuable resources and capabilities at the turn of the century?…

    • 751 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Brand Communication
    • 414 Words
    • 2 Pages

    Brand Communication

    “The brand is separate from the functional product; being grafted on by brand communication, it transforms a functional product to an immortal brand”; Tony Meenaghan, 1995. After the desired brand positioning and brand personality for the retail chain is set, both have to be communicated. The differences between the desired and perceived have to be redirected. Brand Communication should make the positioning and personality visible both inside and outside the store. Communication itself contributes to the total identity of the retail chain. Therefore, it is of utmost importance that the advertising, direct marketing communication, store design, visual merchandising and the employees, all communicate the same constant message.…

    • 414 Words
    • 2 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Marketing Chapter 8
    • 509 Words
    • 3 Pages

    Marketing Chapter 8

    4. What is a brand? How does branding help both buyers and sellers? (AACSB: Communication)…

    • 509 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Consumer Psychology
    • 841 Words
    • 4 Pages

    Consumer Psychology

    The second article discussed consumer behavior and storytelling, and “...how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Such drama enactments enable these storytellers to experience powerful…

    • 841 Words
    • 4 Pages
    Better Essays
    Read More
  • Good Essays

    Ingredient Branding - Related Literature
    • 765 Words
    • 2 Pages

    Ingredient Branding - Related Literature

    Brand communication is identified as the right mix of media vehicles that will maximize the brand’s potential to meet the goals like developing awareness, positioning and reminding the brand, its attributes, unique selling propositions and its benefit to the consumers set forth by the brand manager (Davis, 2002; Gupta et al., 2008). Brand communication creates brand image (Rio et al., 2001) and gives the brand a personality by using a constellation of brand associations (Sjodin and Torn, 2006). The better the brand communication the more the awareness perceived value and the intent of purchase (Gupta et al., 2008), which may lead to purchase and satisfaction thus leading to brand loyalty (Wonglorsaichon and Sathainrapabayut, 2008) and brand equity. Brand equity…

    • 765 Words
    • 2 Pages
    Good Essays
    Read More

Related Topics