1. The document discusses Lego's target customer group of children and details how Lego builds emotional bonds with customers from childhood through worldwide brand stores, catalog orders, and toy stores. 2. It describes Lego's "feel good method" of using positive emotions to transform customers by providing more sensory and enriching experiences through Legoland, Lego movies, and collaborations. 3. The document outlines how Lego engages customers through experiences like Lego clubs, community forums, and challenges in order to expand into new product lines, experiences, and business partnerships.

1. ?

2. MARIO NEURURER
LISA-MARIA REDL
FRANZISKA STUETZ

3. FACTS + FIGURES

4. TARGET GROUP

5. CRAZY FACTS

6. HAPPY CUSTOMER STEREOTYPE
Emotional bond since childhood
Always a way to get to Lego
worldwide brand stores
online, offline,
catalogue orders
toy stores
Does not substitute for
a competitors product

7. Experience pleasure
and positive emotion
THE FEEL GOOD METHOD
Use feel good moments
to transform customers

8. More Touchpoints
More Details
Sensory Experience
ENRICHING
Legoland
Lego Movie
Simpson Co-Branding

9. Attend experience
Put customers to work
Let the add mentally
Community Forum
Lego Cup
Lego World Records
Youtube Challenge
Wishlist
Lego Ideas
SAVORY

10. BIG BANG THEORY

11. New Product
Wooden Lego
Lego family
EXPANDING – NEW PRODUCT

12. EXPANDING – NEW EXPERIENCES
New experiences
Lets build together

13. EXPANDING - NEW COOPERATIONS
New Cooperations
Furniture
Lego Gums
Lego Mindstorms
Lego Kindergarden

14. CRITICAL SUCCESS FACTORS
Education
Generations
Long-lasting, durable
Size and format

15. THANK YOU