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Caso Lego SM Digital

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Este año, como parte de nuestra investigación sobre las tendencias digitales de 2016, en SM Digital, hemos escogido como caso de éxito a LEGO. Esta marca viene demostrando que su estrategia está funcionando; prueba de ello, es el reconocimiento y el amor manifestados por sus usuarios, así como sus buenos números en ventas, que lo llevan a ser el segundo jugador más importante del mercado de juguetes, acercándose a Mattel.

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Caso Lego SM Digital

  1. 1. r——~ CASO DE ESTUDIO: ee UNA MARCA QUE SE ADAPTA A UN CONSUMIDOR CAMBIANTE A TENDENCIAS °'G'TA! .E. :.°; ...
  2. 2. CASO DE ESTUDIO: LEGO TENDENCIAS DIGITALES 2016 , ”SMDlG| T/L
  3. 3. 'I 935 LEGO .94.. i 1961 fi 1943 @ 1973 I/ £60
  4. 4. lwffifimlcfitsi pap LOS BLoeuEs DE PLASTICO Juguetes de Modero QUE CONOCEMOS HOT’
  5. 5. Fl . -_? ?-fl” . .>§‘. l§: f'; E'. ‘ERf £. ,,= l.. '?*: .lL: ._iu“. I_‘i'r‘ l: ;:l ; .L. ‘».1;l: .$: .t , I,! .J. l.: £.~: :,l. -.l. !1El.3l. E,| t'_tm. :. ; 2| l; L. _ ‘ ; {:,1lEieEer >, ‘§£A3:i[315‘j: :1
  6. 6. A — Welromc to Cluofifdnl LE. (v0“‘ Wofld WW, Web (RI I? ‘ A '; L 4% ' 1‘ Q 7 : ti’; E i: «§‘3' v‘ . .“ I Sittm-j; lt1~ huluih E33 @1324 3-he-; « AKQLIV ‘~ 0 I996 The LEGO Gmilp ‘.9 LECO. IJXTOIAND. LIXSO SY. §TILl. Fneflyk. lJAC| 'A and DUPID In Irldaizlrlsoflhc LEGO Group nix lfynu ere one omte tttuiitttu art. -himtut whn love LEGO products And wlnl la Imam all Ibull then mu aboul the euttpetty Ihll mllus Ihnn - you ht! !! (am! In the rum pine. 0nlhhflIlvi‘euIlI| ul. h:ril| l)! fllnIndhIlorIIh! Sonlh. Ilu! Ih. In| K)m| lnyb: Ino| (Ingl'u. In the LEGO ctuttp. -e ulna’: rem on the eitiu Ind Ilhnr her neck mt lnlenus. You ere sitttph our vu. - our tum lmpofhnl p: non. Then{ore. v-e hm llfldl This the pdnurly for you. Ilowcrtf. we eiso wdmm: purutu. n-uuts. u:cmuihutsut. t ma rvuybody the with Inn In haw u-neualtttt mu: the uxzo Gnu; Ind our pndncll - ynu. Ioo. my and bill um uea-octtsemi ittrueuutiatt ill yvu ttp mutt. we will mtittue Ilnvlioflng llils tite. _iutt h we win. 0! eome. upaue and Md (9 II. -heeetee we hm» new. reiemtt hfurnnilnll In mere net: you. Tcjaln the 'l. F.G0 surter cittnaiuet eiiex Iht LEGO nguze -surtu Cluh'. . leather nettemt An me dmrniundsol W| IT[nptn. Snnmlvrr: mt Vldcodlps llnwfuu. ’ n ms. in The hum creep 1i. ..tx lrdevviukunllbelllfllllku-3 i. [see ttpd-tea J-mun 1. im. an Urlzkd J—--r. v ! . um Gum”
  7. 7. fl 3? it-. PRODUCTOS JUEGOS NOTICIAS ~ vl» . ~ UNA ESTRATEGIA EXITOSA QUE INVOLUGRA ~INNOVACI6N LEGOO Star Wars" LEGOG NEXO KNIGHTS CALENDARIO DE DICIEMBRE va llegavon Ins l'IiI6'lD£I sets tzeoch Bur-ca y encuenlm lSe buscan heroes digllalesl LEGOO Creator star wars” ~Er: isoae VII we 51 calendano y time one t-eriuzna nuova cad: dtnl
  8. 8. PRODUCTO iNNovAcioN v EvoLuciéN TE NDE NCIAS D T G T TA‘LS§| I§G| T/l
  9. 9. l INDIANA JONES DISNEY STAR WARS MINDSTORMS
  10. 10. hitecturep The Eiffel Tower Pun. Franco
  11. 11. ~_ Tcdos los iuegus an Imea '99 Action LEGO - Clly Efimpo dc exflloracldn submarlnu v- LEGO’-: MIHIIIQHIFE Dcsario en el Basque Aguas Pcligrvsas ' LEGO» Mtnmqutes ~, , ‘I Eslrcnegio y g Auenlura l_ ‘ Lzacz: Mttttttqtttes t_ Llamas Vlklllgis t L550» Mlfllrlqllrtl Craativiciad "I unekaoramerrcana V— ‘ @ Preescolur . LEGO’-3 DC Comics" Suprr NEPOE1 Team up LEG°I: : Htntrtqtttes Lfmmv de ' -: zenaroorias LEGO ‘: Juraic World" Del-naltnorl nmtmtur
  12. 12. '”- PI 3 » . ..ef. e.. ... i <: jo ' J’ 9' -5.23“ " STA I ', ;I‘I. .5.I§II. I.5,I. i “”““ -I ‘K “nu r 2‘
  13. 13. URIEINIII nnvsuriil-‘Es r?4irr4Ii~; g" DE suns; "E, 77/ares t ' <. Ifgggv
  14. 14. %‘uI‘< [I (ll-, “‘, ' Il'> g . C . l. ‘ «Q11 I N’ tI ’iII) : ;2. I . « , ~ _— or it 4. n . i- '- —i‘ I I . . ‘»_‘. I/ »,~~ i 7 : ——— V? ‘-‘ I ’.4'_l_ { ~ , . 1 Y III: « 4 UK »'F I‘ ‘ at)» Y ' ‘ Ix lritti ‘. ‘r~vr' II I it it t» ‘, t‘. ' I! I A. E l l ‘- ‘ -. .,- - I . ._ . .: ‘. ‘g .3 1 ; ,1 - - . ‘ ' r i it i: '.wtt. .vt. ii i. .‘J‘te5- “ ‘I e . er. ,. _. I t . «V: --5'! I : llIII| ~‘ " ‘ ]' : ' l-, .»': ‘ , .I*‘_ ' _ vi-I-i1._‘_t ‘>2: , ,fi___. ;rt§-IQLITZI ‘cw, I. , 3 '2‘ I t .
  15. 15. mo 6 H60". Jumon H607. City My LEGO STAR IEGOF, Nmmqo [EGO-' legends The LEGO! Movie (leak Ev (misc (fly ' . WARS’ TNT. .. The Tmal lhflic ol (HIM . . Ixpencmc ‘-«nee - -irtee - -‘rm. - mafia H605. Movir IIGOF Ninpoo H607 Slat UGO ' DLWIO‘ (H-0 Balman D( ltG( E DUPU)’-i H00 Navy Mblel RIBOOTID Wells‘ (00 Supt! Nclon Tum POIIHZ YEAH I l Urt-e - V509’: v
  16. 16. PELICULAS Y OTROS 00 I -T I ¢ l TENDENCIAS DIGITALES , :'SMDIG| TAl
  17. 17. Kids Qtego x ‘gt °. ..'An| tuv Inside: Lego We dirmgiiiins e. .. . u. IULUKJ1 . __ ' ‘ . " x r 2- . .- ~ Cw CIIFE" = — < it W I E. »r ”- ~‘ . .~ . L -— ——s~i-/ ‘ ’-« »? =‘#Z‘2‘; “ »“‘* -~ — _, I‘ SUPER L. .-a v-_~, ' ‘ {W ’ a—' "v I' A‘ 7‘. HERIEIEE f , . W fllillll. -I7F—l! lfiHFAv-vi [w-. . I t V «- lfl'A; §5IIUlI'l DV: QI. %lQ _t ‘ , A — 1’, "- tr ""‘ _. - - - . t . E, .. _ IIHSTEIS U SFIILITIIJ MIISTERS IJF SFIPUTTIU Ciaw/ #32 MW }m~r)Aci1 ' ‘*; t’ ' ", T -' two }ItN)Ac ’ r nwncfs“ . *-J « = “ . I , . ' ' -i it . TX’; , ' -. _ “ iitnvuriitthmn I 3 J K s - MY ’ x FR‘ | ' ‘1 I . _‘“ I-II. 1 ‘. — it LEGO BIONICLE: Tiir ifll IDMKTV TO nhjr
  18. 18. IPHONE '3/Q "£9 APPLE TV DISPOSITIVOS ANDROID
  19. 19. IKHQDJ V ~ "ti? "D-Tl’, -'l. ‘.III: »'. :1l. :lH? l.! I1ll! l:~ v ; at ‘ . ' I'll‘ . .°| ”7t"3zr. ./ ‘ ‘] r i’l I . t». : 2 j V ~ ’ - . -’ , . _—~_ _ .1: -1 :1 Subscribe to H1: FREE (lub 3: TOP SECRET Minions a! [TV Video Tour cl TM LEGO I: Became 2 LEGO Club
  20. 20. $1 _I . . -"; i‘ at : * 7 ’ T b4‘~"' ~__’ '§gga'¢e]&lShareE l , < l _—: " , v -, ' 5.») t . . , _. -06:‘ L13“ ‘-’‘*»-.4 ; -.~ «7 3' T 1: MLIHLJ J ’ ‘Ir ""»~"X Bits and Bricks LEGO® Club E"*-. —r3:. ~". ':us .531 — ': L‘»" '-—: :|» V: .' "3.-. -as : -— p‘: -- ‘-. ' , :.. ' 'a. :"e LE5: : .- E. .. .. e-. -=; »E: .<. -:
  21. 21. . .1 . .2 . , at J . /WU ,4.. . . A , ... ,,2 , . ; ,;. f. . A . . . .lrtL, . tHitv. It E L . I.I N A / Pthtl . t1AI. .~d . 5 AL! A. _ ms . be. .. _ - 4. 4.. , _ , te. yo _ , .r , ,.. . . _ .5: . . c: :.. r:, ., I , .r. .$r . . , ,rr. :e, , . . O 4.. I __. n UM. 2 .5 WP FT {O Q _
  22. 22. IDEAS? t ve*o‘irmtstt mam - figs Have an idea for a LEGO” set? "4 s, §% ;3) Share Vour Idea Gather Suppon LEGO Review New LEGO Product Ready to get started? LOGIN
  23. 23. ‘I6 P(. ‘l': (,lT&‘ 9:1 GT3 PS / I O , _t omtttum D E] Q 9 5 3 I ‘j ta“ ta. » ‘n_-= - -. _e/ -Aw 1"? -ea-. . . -*3‘ e, . 42.‘. ‘EU
  24. 24. (£60 IDEAS tfi Ideas Producis Explore 0 Products Videos Current products Z1304 D0(tor Who Z1303 WALL-E Z1301 Bit ds Z1109 Exr) Suit Z1108 0h0stbiistei's"‘
  25. 25. 1,I I -- FA 7 M. m FACEBOOK, TWITTER E INSTAGRAM, PERO EL VERDADERO IMPACTO LO GENERA EN " I ' ' | =i= . ‘W 5' > V . _ A—. -- 3. " ‘i’*‘‘‘' ‘‘v. ‘ V 1 T‘. '.": _ ‘ I i 9 "av. c~). _T — A ' ‘ 3'5 ——g 7:’ , ___ T T :1 T‘ - my a_. V ‘ V W V , T , , '_. r_. _1:1.: 'a’H‘ — I". .‘? §. x fvpjg/ T‘ é'<€;
  26. 26. 1 579 461 1 207 408 2156271 4 925 280 4 046 547 69-9 618 2 397 154 083 2 045 730 798 1 631 541 767 1 359 620 311 1 079 505 038 893 333 667 827 678 763
  27. 27. LA GRAN FUERZA DE LEGO EN LAS REDES SOCIALES ES GENERADA DIRECTAMENTE POR LOS USUARIOS TENDENCIAS DIGITALES , "SMD| GlTAl
  28. 28. E You leqo 9»-=1‘ D 1'; E1dc$; :I-nsu up smv WA". Lego sm-oomg POL: CE PAUIGL sou - LEGO cuy Sc! sane UNDERWAIER GaP. 'u AEZUON‘ Tum-—Inpsc. Jnhox'ng, L Rtwc'~ Recomzndnclonzs pt. -rsanallzndas “ su>. ~,n. mu- 5 Supuw may 1 Leno rm-nus 1 sun 1 pnsude T ' u ' "[71 V 1 ' , -;éW‘: :.*§1111 A. ) an Lt-go Fncrms I -:1 101 tHeM1.: ic Grand Hotel 1 30 Ftwow . ' 2013LEGOFHc. '~dsCnyPnL)1 N 4 ' ‘ . . V
  29. 29. BUSQUEDA EN YOUTU BE Red Bulli You‘ red bull sum: Q 0 r 1,3; v Una: -1 450 GOG tr-zu Kudos Gooqle Science Fair I x n ‘w mvtv 11' INSPIRATION IS EVERYWHERE A11’: - v‘. ‘n: :1 W 11 «M -.11‘ ,2‘ v 1, 111.4 mm ~-. h - _~ *~ 11 . aw ~11)»: --H/ v us» 4-.1-v‘:1 v1Rr‘d am! ma 1.‘: rm» y --.1»: «: rm‘ ‘mm -rm 1» . [nu-pmri, qr» H! w- m-r. _n1v~u‘ 1!»: CANAL Suscnbuse -I '. ‘ The Athlme Machine - Red Bull Kluge :1 : ‘ wiuii 131 [1 rn mu)‘ x. w1:; -7 1'-‘N‘1;“1flI 1:-n Tu .1,-C 1: am : 1» mmw: ': w—. «~y: Red am: me; 1.12119, car or-am Tq-'1“wT‘: ’f‘uy1] Imp n 1: L‘: 1-35 Le ' 5 J'€vLzp ,1 .5 damn I nu Red Bull Sky Gate Mounlain Race, China 4 1' 1:’ 14 1.» H mm , ‘1"2:' ‘xmw: hr‘; -1, '1n. mrI! :m-Hr‘ 1 r- P11". : ‘Y, ., . "; v x"' l«v.1rr.
  30. 30. BUSQUEDA EN YOUTU BE . ..1.. -.. cu. ” heineken sub" 0 F‘ was 7 Uno;1370 DUO Ic:4l. Jd:1£ Heineken I UEFA Champions League 2014 um V-11 1+1: 11ur~U‘ A21 m n Heineken" CANAL Suscnbusc 224.. 0DE'ny'DUvwoI1d 1 4417 FA 1)! I14.“T). '>—u1lw'n|1"TT3TH, T1 [H1111-1.-. x NEW Heineken COFIIMEYCIBI - verry1unny Heineken I Moderate Drinkers Wanled M01 R01’! ~. :11.'111;'e: 1111- mm 1‘ 11 ru‘Vh1r: : :1 1:11am has : :1u1!1:-1 1 mi 1111 311 1,1..1 11111 11
  31. 31. EMBAJADORES DE MARCA TENDENCIAS DIGITALES , "SMDlG| T/L
  32. 32. . . — 1 fi‘_, —-““ _ 1 11 _ ' ‘ 5 *2: 2: V ' b . V 1, s. 1 11 1 _4 1.1. ~ . - ~- ~~r«. ~~1~. . 1‘. MlCHAELH| CKOXFi| ms IIIIIDD 1 {W135 (fr? Y7‘f1Y11i1_i£1'1m C1if'1'i 1". 1 M1CHAELHlCI(OXFi1ms Trailer Canales relacionados 871-19’; 11:. 11. = . N. 11:: 1 U3 zacorus ace 1 u : ,_, :MmAwUnEco 111111.111» :1opn1ui1-. .1n L1!“. >S out 111 L560 11111111; and 5111111111 1411,; 1111» 1.111 pieliy iAl ~. e1:.3i :1-amg. io1i1»<i; oi;1.1.1<; as T. ike. icoi1aiou1‘d p1mz- su. 1~11na. wu mos mpziiianliy ». —11.—-1.. n- L221-was su-. cub. ;:c LEGO sun-1511:: Buck Bu iider su-. c-ibuae Jusmunzfio su-A1151:-, e » $1; packailac| <D4082 - -1 sus: i1i: us4- Trlan Pictures susmnim rim and vuiph The Race rim and Ra1ph Mouse Trap rim and Ralph Snow Day rim and Haiph om House nm and Rainh me Time
  33. 33. You Tube 5 Iego song we TOP MUSIC DEALS ® Up next Aii1r_1p1:i1,‘ ‘ -‘:1 Ed Sheeran - Drunk [Official Video] Mix - Ed Sheeran - Lego House [011 Video] Ed Sheeran - The A Team IO1ficia| ‘ Ed Sheeran - Photograph (Official! Video) p »q (9 057111405 Ed Sheeran ~ Thinking Out Loud [01 Video] Ed Sheeran - Lego House [Official Video] Ed Sheeran . 141,516,429 +. , A . 1 I‘ . ,1 Ed Sheeran updated playlist
  34. 34. 3 Moog Music Inc. Happy Mininioog Monday! Love your friends at Moog Iego
  35. 35. ESO 1 ; ‘ Eli-: -rm» m1 115 1.11~~1 2111.», ,11:- men: i',11.: i1.‘1'1gH1.-: « 1+1 11;-_1:u :11 11111151;
  36. 36. ~< uVI>'"‘V ’: .>: Y.‘Jh: ‘E'{I-. ‘»" .5w" . »:; I-: —vdr: .~cn~: .: ), »'('»: » A'. a'J">~: r-'1 um-aw wv }( Pouennom ‘ _ 4
  37. 37. w ‘wrwI’v‘ wt‘ ‘ ietiliv--l= ~‘%v' 1'- "*: .;: .< -. u»w. >f -.3 EL PODER DE LOS SOCIAL MEDIA 1: SM ' Iwl mm-'4 " USUARIOSY DEL CONTENIDO : u- w : 1:Jmm L‘ 1:. 1|: -. r:I: :1 I. YOUTUBE :4»: “:4 uzmli : :gm| :i>‘Il: LA MARCA MAS ES VERDADERAMENTE EXITOSA AMADA . ml‘’Iw. ‘‘l| :- ' 1:; -usvl 1| ; - ‘W-. ,1w‘II: - ll? !-t-2 my-:51 . ‘~'»' xf‘. lim. ‘-8. . : . L‘1yw; ~‘dl >: ‘ vl-‘'. a7 ml Ivl lm 777.. ., A ,9.‘ I"5@3_E . J. ‘ . ~ a, a:; :,£? ;_~°’, ?~¢*. ca . .g . _, _,‘, ,__, ,,_ J ’ I; L ‘ *"V‘ . , e 1:: ‘ml "" T b A 0 I ll 8 w I >33: 4
  38. 38. 'y——! xE. .E. !.'E? .‘<E’. ‘,: °; TENDENCIAS DIGITALSQM!
  39. 39. 1 'L'lIl'1I3Iiv' 33 «PLAVON LEGDCOH . ‘ ; ~ . r_-T , ' CATALOG * GIN CARDS 4 DRDERSIAWS ' EUSYOHERSER. ‘l| It YA5‘JO-335-4356 - " EMA‘ ‘EREQIC-N - I: -5. ‘Nu I I EVERY DAY on orders over $75" Lu". new , §’; f:; shop FREE SHIPPING il- THEMES CATEGORIES AGE RANGE EXCLUSIVES WHAT'S NEW SALLS AND DEALS. 7: THE OFFICIAL LEGO. ’ SHOP GUARANTEE V Largest LEGOGD Selecuan Anywhere V Free Shrvpmg Every Day 4— .3, “If; "H -|1IIfiI'—<'4;. (-Ilgy-as; ‘-1- I I-u'nHrmlL1 V Earn VIP Rewards CED V Demented LEGO EXDEr($ A . n. .r. Iiixurr, r1.m. ' L‘ ’ V Order Mrssrng Preces . rs . . 4”“ ‘ , SHOP TOD/1 V'5 TOP FEATURES *1 OFFERS 55'-I-ER5 . ; ‘ié§. ‘»f¥
  40. 40. TIENDAS FISICAS
  41. 41. HI, ‘ _F _ l. - _E. _ null, -llL| l.. o.. /. , I L L KL 7
  42. 42. .IA‘k_"‘4l
  43. 43. Lcr mcrrccr ejemplifica las 4 lendencicrs 5. ms mamas ‘ ‘L de lo genfe La genemcién ----------- “z” yo es’r<’:1 crqul’ Personalizacién mclsivo
  44. 44. RESU mnos TENDENCIAS DIGITALES . :'sMmGmL
  45. 45. " 14 12 . / I‘ 10 / } , 1* ' 8 733V ° fl [. ®S tr fl, rm’; 1932 1979 1993 1998 2W3 E07 2012 _ / _ l www roberlsonunnovauon. com/ bnck-by-brick . , r.
  46. 46. RENGHT INDEX BSI BRAND ST.
  47. 47. 250 20.0 1510 1010 5.0 0.0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Danish Krona Billions data from Financial Reports The LEGO case study from DIllleIlS| OllS of Strategy john Ashcroft and Company 20|4
  48. 48. LIDERAZGO 70 Ru. -vciiiics $ Billioii 6.0 {’ '5 5.0 Lego takes 2nd slot 4.0 2.0 l. O 00 2004 2005 2006 2007 2008 2009 20|O 20|l ZOIZ 2013 The LEGO case smdy from Dimensions of Strategy zjohn Ashcroft and Company 20I4
  49. 49. ANDRES SIERRA E7 @sierrcJv / Q<: ifsierrcJ@smdigi’rcJ| .com. co F: I 1''. cl l : ”1ii‘i‘ Cll . . .:: :~ m x:

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