The questions of the task were answered very extensively and subsequently improved during the lectures. The task is a very good preparation for the exam as they are very similar to the open questions.
1. Proposition acquisition process
- Describe how Lego’s consumers go through the different stages of the
proposition acquisition process.
Motive development: The consumers become aware of the fact that
they need to buy Lego, for example when their child’s birthday is
coming up. (P.90/slide 31 chapter 3)
Information gathering: the parents look into all the different sets and
types of Lego. They might visit the Lego store or website to have a
greater look at their options. (P.90/slide 36 chapter 3)
Proposition evaluation: The parents consider which product fits their
needs best. For example when their child is only 6 years old they will
probably not opt for a difficult set to build. They take all the criteria in
consideration such as: cost, price, difficulty, theme, … . (P.90-91/slide
38 chapter 3)
Position selection: The costumers select a variety of options and
choose based on availability for example. (P.91/slide 41 chapter 3)
Acquisition/purchase: in this stage, the parents will go and buy the
actual product that they selected. (P.92-93/slide 42 chapter 3)
Re-evaluation: After buying the product, the costumers will re-
evaluate their purchase and decide if they are happy with it or not.
They might regret their purchase if they overlooked certain information
and opt to return their product. If they are happy with their purchase
they might consider making similar purchases after that or acquiring
other products of the Lego brand like downloading a Lego app or buying
compatible sets for their child. (P.93-94/slide 43 chapter 3)
- Try typing “buy lego” in a search engine. How would you make the
purchase decision?
I would probably opt for the official Lego website first to have a
complete overview of the different categories and products they offer. If
I’m still in doubt, I would look at reviews of the products I’m interested
in. After making the decision of which set I would like to buy, I would
specifically google that set to find out where I can find the best price
value offer. In case I would not really trust the website with the most
interesting price offer because I have never heard of it, I might check
the reliability of the website on review websites such as Trustpilot.
, Michiel Potters Assignment 1 25/10/2023
- What is the role of online and offline channels?
Online channels are more interesting for companies who want to
achieve knowledge of their brand and products. When using online
channels, you can bring much more information compared to print or
AV media for instance. Online marketing also offers the possibility to
approach your customers personally. For example, when people are
part of the Lego’s loyalty program, the brand can send them a birthday
card with special offerings. People who already bought Lego before and
are happy with their purchase are more likely to buy a Lego set in the
future.
Offline media on the other hand are more interesting to create brand
awareness and to convey emotions. Therefore, a mix of both online and
offline marketing will be the most effective. They will enhance each
other. Although online channels have the ability to reach way more
people, they are less effective than offline channels. (Offline & Online
Marketing Channels in Customer Journey | InKIT, 2022)
- Which role do children have in the decision making process?
When we talk about Lego, the children have a big role in the decision
making progress. When we talk about Lego, the child prefers the set
that matches his or hers interests the most. When the child is actively
involved in the purchasing process, the child is the actual costumer.
When the child is not actively involved in the decision making progress
(e.g. birthday surprise) the costumer will still decide bearing the child
and it’s preferences in mind. In case of Lego, which is a toy, we can talk
about kid’s marketing, which is a niche in its own approach.
2. Value proposition
- What is the value proposition of Lego?
Lego tries to win over their costumers by demonstrating their utmost
commitment to environmental sustainability. For example, by using
environmental-friendly packaging, they want to let the costumer know
that they are buying something that won’t affect our climate as much.
Also the fact that they are now using more and more natural products
to produce their bricks instead of plastic shows that they are actively
working on getting carbon neutral.
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