In the month of December 2011 the Lego Group (TLG) pronounced the launch of Lego Friends, the business 's sixth attempt to promote a commodity to girls. Lego Friends, which was sustained by a $40 million world-wide marketing campaign, was designed to introduce the fun of building with Lego bricks to girls, who represented less than 10 percent of the audience of Lego.
LEGO® Friends Leveraging Competitive Advantage Case Study Solution
The company's poorly executed brand extensions and move from free form building sets to narrative-driven kits had almost cost it its freedom in 2004, so the launching of Lego Friends was strategically significant. Yet, within hours of the item 's appearance it was greatly criticized for reinforcing gender stereotypes and damaging the precious Lego brand. Joergen Vig Knudstorp, CEO since 2004, ushered in an era of sales and had saved TLG increase using a run of strategic initiatives that were successful. Would Lego Friends be another improvement to TLG's graveyard of failed products for girls, or would it prove popular and ultimately empower the organization to double its sales and profits by reaching this section?
PUBLICATION DATE: August 01, 2012 PRODUCT #: KEL736-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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