Essay on Marketing Mix and Promotional Strategy - 1398 Words

Product Description The LEGO Group organization is famous due to its flagship product – colourful plastic bricks that can be interlocked to form a variety of figures, and then disconnected again. These binding bricks originated in a wooden form when the company was first established in Billund, Denmark by Kirk Kristiansen in 1932 (The LEGO Group, 2012), and today’s well known plastic version was introduced in 1958 (Rosenberg). The company’s head office is located in Billund to this day, and The LEGO Group remains privately owned by Kristiansen’s family (The LEGO Group, 2012). They currently sell toys and teaching materials in over 130 countries worldwide. Although the company produces a wide variety of LEGO brick products, including†¦show more content†¦It features four interconnected yellow bricks against a green background, with the shadow of the bricks displaying the outline of a Tyrannosaurus Rex (see appendix A). In this way, the organization has creatively used a rational approach to attract potential buyers; the image ultimately says â€Å"this is what you can do with our product, doesn’t it look fun?† The target group for this particular advertisement seems to be young North American boys aged 4 to 12 with an active imagination. The colours used, along with the subject of the ad (a dinosaur), would be more appealing to young boys than girls in a modern North American culture. Male children have traditionally been encouraged to reject ‘feminine’ colours like pink and purple and instead choose more ‘masculine’ colours like blues and greens (Clark). Young boys are also encouraged to play with toys that reflect more masculine behaviours, with scary and tough dinosaurs being one of many examples. The extreme simplicity of the ad also makes it clear that the intended audience is young, imaginative children. The sole reliance on visuals is sure to capture the interest of a child that may lack the selective attention span needed to read a body of text (BlueSmile, 2009), and the idea that a series of interlocking blocks could represent a dinosaur would be apprecia ted by an imaginative child. The LEGOShow MoreRelatedPromotional Strategies : Marketing Mix1228 Words   |  5 PagesPromotional Strategies Promotion is one of the marketing mix elements among a system of five in a promotional plan, known as the five P’s. These elements are personal selling, advertising, sales promotion, direct marketing and publicity. 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