Journal of Innovations

Vol. 2, Issue 5&6

Evaluating Market Segmentation Effectiveness: A LEGO Case Study

AUTHOR(S)

Bethany Tuchardt and Caeden Carruthers

ABSTRACT

This article examines LEGO's marketing strategies with a focus on its application of market segmentation, customer relationship-building, and product value development within key consumer segments. Specifically, it explores LEGO's approach to understanding and engaging young girls aged 6-10, a demographic historically underrepresented in the construction toy market. The study analyzes the launch and evolution of the LEGO Friends product line, which was crafted with input from young girls, highlighting LEGO's commitment to audience-driven design and adaptive marketing. By examining the success of LEGO Friends, this paper illustrates the effectiveness of LEGO’s market research and data-centric product development. The findings underscore how these strategies contribute to sustained growth and customer satisfaction.

DOI

https://doi.org/10.62470/5e245510 

CITE THIS ARTICLE 

Tuchardt, B. and Carruthers. C. (2024). Evaluating Market Segmentation Effectiveness: A LEGO Case Study. Journal of Innovations, 2(5&6), 53-71. DOI: https://doi.org/10.62470/5e245510