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Presentation de Lego

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Présentation de l'entreprise Lego, sa communication, son marketing et sa stratégie.

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Presentation de Lego

  1. 1. Anaïs BLANC Dominique SILVESTRE Nicolas ODIN Yanis RAHAL Julien MORISSE-CHEVALLIER Communication 360°
  2. 2. • Diagnostic stratégique • Analyse de la stratégie de communication 360° • Copy stratégie & prisme d’identité • Stratégie de moyens • Critique des stratégies Axes d’amélioration stratégique SOMMAIRE
  3. 3. PRESENTATION DE L’ENTREPRISE Groupe danois fondé en 1932 Offre diversifiée Lego, « entreprise la plus puissante au monde » Brand Finance, 02/2015
  4. 4. Interne FORCES + renommée mondiale + engagements sociaux et environnementaux + Investissement dans des licences, nombreuses gammes et digitalisation des produits. + Inter-générationnel + Univers décliné + Sécurité et qualité des produits FAIBLESSES + Produit en plastique + Pollution + perte de brevet de la brique + Image détournée + Achat saisonnier + Dépend des succès des licences Externe OPPORTUNITES + Marché universel + Ouverture au digital + Magasins dédiés MENACES + Playmobil lance son film + Réglementation forte + Pressions des associations
  5. 5. DIAGNOSTIC Notoriété mondiale depuis 40 ans Politique d’acquisition de licences Intergénérationnel Garder une relation durable avec sa communauté
  6. 6. Comment Lego peut rester une marque innovante et audacieuse alors que son produit principal n’est qu’une simple petite brique de plastique depuis plus de 40 ans ?
  7. 7. LA STRATEGIE DE COMMUNICATION
  8. 8. POSITIONNEMENT Un univers où la créativité est intergénérationnelle et sans limites
  9. 9. OBJECTIFS DE COM AFFECTIF : Appel à l’affect, au jeu, à l’enfance et la créativité. COGNITIF : Reconnaissance du produit, de la marque. CONATIF : Inciter les personnes à rentrer dans l’univers Lego
  10. 10. CIBLES De 2 à 90 ans Cœur de cible : Enfants de moins de 12 ans Cible principale : Enfants, parents et AFOL (Adult Fan Of Lego)
  11. 11. LA STRATEGIE CREATIVE
  12. 12. En jouant aux lego les enfants construisent et se construisent Allemagne - 2011
  13. 13. Combien de combinaisons possibles ?
  14. 14. 915 MILLIONS
  15. 15. LE TON Artistique, humoristique, décalé, émotif
  16. 16. LES CONTRAINTES Produits : une brique en plastique & petits bonhommes Charte Graphique
  17. 17. LES BENEFICES +35% des ventes en 2012 Un rapport d’affect fort avec ses clients
  18. 18. PRISME D’IDENTITÉ DE KAPFERER Brique en plastique de plusieurs couleurs Personnage de couleur jaune L’imagination sans limites, amusement, créativité, Bienveillance, qualité Personne créative Communauté Lego Dynamique, Jeune, Innovante, Audacieuse, créative Valeurs positive, jeune, dynamique, inter-générationnel
  19. 19. LA STRATEGIE DE MOYENS
  20. 20. ANALYSE MEDIA Affichage et presse TV Internet
  21. 21. ANALYSE MEDIA Licences : Batman Spiderman Star Wars Indiana Jones
  22. 22. ANALYSE HORS MEDIA Marketing viral Création de points de vente spécialisés Partenariats Street marketing Lieux culturels Relation presse Communauté
  23. 23. CRITIQUES STRATEGIQUES - Jusqu’en 2012 : bouche à oreille - Utilisation des outils numériques - Dépendances du licensing - Mauvais choix dans les partenariats
  24. 24. AXES D’AMELIORATION La stratégie de licencing : quelles limites ? Maîtrise de l’information & communication de crise (Shell) Valoriser l’image de marque : les engagements écologiques et humanitaires (Unicef & WWF) Favoriser l’interactivité entreprise / clients (VR & propositions)

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