How has Lego valued and managed its brand equity?

Read
the information provided about the Lego Case in the three documents provided at
these links.
http://www.managing-innovation.com/case_studies/Lego.pdf
http://hbswk.hbs.edu/item/7170.html
http://pedroantaoalves.files.wordpress.com/2013/04/strategicmanageme
nt_lego_10dec12.pdf

Format
This assignment is to be submitted as an individual
assignment in report format.
The
task
Your task is to read and consider the information
provided in the case documents. Based on your studies so far in the course you
are required to audit the actions and strategies of Lego from a marketing
perspective and provide specific advice and commentary to Lego for their future
direction in the areas noted below.
1. Building Strong Brands:
a. How has Lego valued and managed its brand equity?
b. Conduct a brief competitive analysis for Lego,
what can this tell you about their brand positioning and what advice would you
offer to improve or strengthen where you currently seem the positioned?
2. Shaping the Market Offerings:
a. What are your thoughts about Legos current
pricing strategy and what price adaptations should they consider in their
marketing strategies moving forward and what would you advise their primary
pricing objective to be? Explain and defend your reasoning.
3. Delivering Value:
a. How would you advise Lego in relation to their
distribution strategy for their
products and what market-logistics issues should
Lego consider and what
would you advise in relation to their channel levels
and intermediaries
Communicating Value:
a. How could Lego use and capitalise on
word-of-mouth communications, customer driven and viral marketing techniques;
b. How might Lego use concepts such as co-creation
to increase its market share and relevance to its customers?
c. What forms of interactive marketing would be most
appropriate for Lego given its objectives and channel decisions?
d. How can Lego drive customer-focused marketing and
strategic innovation throughout their organisation?
5. Creating Successful long-term growth:
a. What role should social responsibility play, if
at all, in Legos marketing strategy moving forward?
b. How should Lego evaluate its marketing efforts to
date and for the future?
Suggest several specific steps they should take and
defend these suggestions with appropriate theory

Marking Guide Assignment 3:

Question
1

Building
Strong Brands

Commentary on how Lego has valued and managed its brand equity.

Provision of a brief competitive analysis for Lego.

Commentary and advice on brand positioning for Lego including advice on how
to improve or strengthen their current position.

Use of appropriate and relevant theory to support and justify recommendations
and discussion.

20
Marks

Question
2

Shaping
the Market Offerings:

Commentary about Legos current pricing strategy

Advice about any price adaptations that should be considered

Advice regarding the primary pricing objective to be for Lego for the future.

Use of appropriate and relevant theory to support and to justify
recommendations and discussion.

20
Marks

Question
3-
Delivering
Value

Advice provided in relation an appropriate distribution
strategy for Lego

Advice provided about channel levels and
intermediaries

Consideration given as to market-logistics issues
that Lego needs to consider in adopting this strategy.

Use of appropriate and relevant theory to support
and to justify recommendations and discussion

15
Marks

Question
4

Communicating
Value:

Advice provided about how Lego could
use
and capitalise on word-of-mouth
communications,
customer driven and viral
marketing
techniques.

Advice provided about how Lego could
use
concepts such as co-creation to
increase
its market share and relevance to
its
customers.

Commentary about the various forms of
interactive
marketing that would be most
appropriate
for Lego given its objectives
and
channel decisions.

Recommendations about how Lego can
drive
customer-focused marketing and
strategic
innovation throughout their
organisation

Use of appropriate and relevant theory to
support
and to justify recommendations.

20
Marks

Question
5

Creating
Successful long-term growth:

Advice provided about the role of
corporate
social responsibility in Legos
marketing
strategy moving forward.

Specific recommendations provided about
how
Lego can evaluate its marketing
efforts
to date and for the future that
includes
an implementation plan.

Use of appropriate and relevant theory to
support
and to justify recommendations
and
discussion

15
Marks

Format
and creativity

Presentation showed creativity, originality
and
an understanding of the theoretical
elements
of marketing strategy.

Submission was technically correct in that
the
grammar, English expression,
language,
style and all components were
present
and appropriate for the audience.

Referencing style was correct and theory
was
appropriately and correctly cited

10
Marks

Read
the information provided about the Lego Case in the three documents provided at
these links. http://www.managing-innovation.com/case_studies/Lego.pdfhttp://hbswk.hbs.edu/item/7170.htmlhttp://pedroantaoalves.files.wordpress.com/2013/04/strategicmanagement_lego_10dec12.pdf
FormatThis assignment is to be submitted as an individual
assignment in report format.The
taskYour task is to read and consider the information
provided in the case documents. Based on your studies so far in the course you
are required to audit the actions and strategies of Lego from a marketing
perspective and provide specific advice and commentary to Lego for their future
direction in the areas noted below. 1. Building Strong Brands:a. How has Lego valued and managed its brand equity?b. Conduct a brief competitive analysis for Lego,
what can this tell you about their brand positioning and what advice would you
offer to improve or strengthen where you currently seem the positioned?2. Shaping the Market Offerings:a. What are your thoughts about Legos current
pricing strategy and what price adaptations should they consider in their
marketing strategies moving forward and what would you advise their primary
pricing objective to be? Explain and defend your reasoning.3. Delivering Value:a. How would you advise Lego in relation to their
distribution strategy for their products and what market-logistics issues should
Lego consider and what would you advise in relation to their channel levels
and intermediariesCommunicating Value:a. How could Lego use and capitalise on
word-of-mouth communications, customer driven and viral marketing techniques;b. How might Lego use concepts such as co-creation
to increase its market share and relevance to its customers?c. What forms of interactive marketing would be most
appropriate for Lego given its objectives and channel decisions?d. How can Lego drive customer-focused marketing and
strategic innovation throughout their organisation?5. Creating Successful long-term growth:a. What role should social responsibility play, if
at all, in Legos marketing strategy moving forward?b. How should Lego evaluate its marketing efforts to
date and for the future? Suggest several specific steps they should take and
defend these suggestions with appropriate theoryMarking Guide Assignment 3:Question
1 Building
Strong Brands
Commentary on how Lego has valued and managed its brand equity.
Provision of a brief competitive analysis for Lego.
Commentary and advice on brand positioning for Lego including advice on how
to improve or strengthen their current position.
Use of appropriate and relevant theory to support and justify recommendations
and discussion.20
MarksQuestion
2 Shaping
the Market Offerings:
Commentary about Legos current pricing strategy
Advice about any price adaptations that should be considered
Advice regarding the primary pricing objective to be for Lego for the future.
Use of appropriate and relevant theory to support and to justify
recommendations and discussion.20
MarksQuestion
3-Delivering
Value
Advice provided in relation an appropriate distribution
strategy for Lego
Advice provided about channel levels and
intermediaries
Consideration given as to market-logistics issues
that Lego needs to consider in adopting this strategy.
Use of appropriate and relevant theory to support
and to justify recommendations and discussion15
MarksQuestion
4 Communicating
Value:
Advice provided about how Lego could use
and capitalise on word-of-mouth communications,
customer driven and viral marketing
techniques.
Advice provided about how Lego coulduse
concepts such as co-creation to increase
its market share and relevance to its
customers.
Commentary about the various forms of interactive
marketing that would be most appropriate
for Lego given its objectives and
channel decisions.
Recommendations about how Lego can drive
customer-focused marketing and strategic
innovation throughout their organisation
Use of appropriate and relevant theory to support
and to justify recommendations.20
MarksQuestion
5 Creating
Successful long-term growth:
Advice provided about the role of corporate
social responsibility in Legos marketing
strategy moving forward.
Specific recommendations provided about how
Lego can evaluate its marketing efforts
to date and for the future that includes
an implementation plan.
Use of appropriate and relevant theory to support
and to justify recommendations and
discussion15
MarksFormat
and creativity
Presentation showed creativity, originality and
an understanding of the theoretical elements
of marketing strategy.
Submission was technically correct in that the
grammar, English expression, language,
style and all components were present
and appropriate for the audience.
Referencing style was correct and theory was
appropriately and correctly cited10
Marks


 

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