Lego: teknologi, marketing og kundedeltagelse

Everybody knows LEGO and had played with LEGO once when they were young. Many kids play with LEGO bricks in early age. They build different things of the LEGO bricks and get use to it in early age. To keep the kids interest when they get older, LEGO developed another tool called Lego Digital Designer. It is free software, which you can download from the Lego web site. With this tool kids can create their own 3D models. LEGO uses the technology to keep the kids interest when they grow up from playing with Lego bricks. They give kids the opportunity to create something themselves on the computer. And kids can also order parts of the designs they have built, which makes it very exciting for kids to have that opportunity. When Lego uses technology to invent new things, it brings them more in touch with their costumers, because they cover their needs. They make the internet a part of the Lego experience like the LegoLand parks. Otherwise Lego uses the technology to bring people together to share ideas to develop new products. They want the costumers to get more involved in creating new products.

Even though Lego invents new tools and uses the technology, the still hold on to their roots, which is the Lego brick. Lego is one of the oldest toy companies in the world and is beloved by many children, because of that it is important to hold on to what they are known for. Lego´s marketing strategy is to have good relations to their customers. Lego´s user segment is children who like to build and develop things and like to use their imagination. Almost every kid can play with Lego, because it has different themes and it suits almost all the kids. Lego´s strategy is to let the children visit the Lego Factory and be apart of the production of Lego new Lego tools. They want kids to be more involved in designing and developing new products. Children can give new ideas and share their own designs to the upcoming products. This will make kids more interested in Lego, because kids like more to build things then just playing with them. So when they get involved in the whole process of product development, there is a big chance that they will buy it too.