Case Study - LEGO: Reviving Positioning Strategy & Value Proposition môn thống kê ứng dụng| Đại học Kinh tế Thành phố Hồ Chí Minh

13:47, 10/01/2026
Case Study - LEGO: Reviving Positioning Strategy & Value Proposition - Studocu Principles of Marketing Case report
CASE STUDY: “LEGO: SUCCESSFULLY REVIVING THE POSITIONING STRATEGY AND VALUE PROPOSITION
Chapter 10: Understanding and capturing customer value Presenting group: innerakarat
Student details and assigned roles Student details Assigned roles
Nguyễn Trần Tiến Đạt - 31231027217
Leader – Presenter – Researcher
Bùi Lê Minh Phát - 31231023065
Presenter – Powerpoint Designer
Nguyễn Đình Gia Huy - 31231026900 Presenter – Researcher
Dương Bá Thanh Lương - 31231027259
Powerpoint Designer – Researcher
Nguyễn Thành Huy - 31231025985
Powerpoint Designer – Game Developer 1. Case study analysis 2. Group objectives:
Our group’s aim is to highlight key points of the case study provided in textbook that matter
LEGO’s positioning strategies and its value proposition campaign and present them simply. We
also provide the audience with some basic understanding of "Positioning” in marketing and value
proposition to ensure that they can apply these for the presented case and other similar
situations. Lastly, we launch a semi-debate for idea generation, and the intention is to reach a
draw conclusion when neither side is wrong. 3. Presentation details: Date: 09/11/2023 Time: from 7:20am to 8:00am Venue: Room A.114 4. Timeline:
7:20am to 7:35am: Tien Dat introduced group members and presented “Case study introduction” section
7:35 to 7:45: Minh Phat presented “Lego’s Positioning strategy” part
7:45 to 7:50: Gia Huy presented “Lego’s Value Proposition” part
7:50: Tien Dat sumed up presentation’s content and led class discussion 13:47, 10/01/2026
Case Study - LEGO: Reviving Positioning Strategy & Value Proposition - Studocu Principles of Marketing 7:51-8:00: Class discussion 8:01: Conclusion and ending. 5. Organization form Offline presentation •Definition of value •LEGO development proposition process 02. LEGO Positioning •Analysis of LEGO •Highlight on financial Strategy unique value loss due to out of the proposition core brick and the •Definition of •Analysis of LEGO's journey of returning positioning competitors unique the world leader of toy •Positioning power value proposition industry. •Common steps of a positioning strategy 01. Case study •Apply to the case 03. Value Introduction Proposition Discussion form: Semi-Debate
- Giving a contentious statement, which is “Thinking outside the box is good” with relevance to
Lego case study. “Thinking outside the box” here is not necessarily innovation, but rather in
marketing and business practice, the box is business core value derived from specialized products or services. 13:47, 10/01/2026
Case Study - LEGO: Reviving Positioning Strategy & Value Proposition - Studocu Principles of Marketing
• On the one hand, it is typically because of the Lego brick innovation. More specifically,
the first patented Lego bricks were instrumental in company’s huge success, which
rescued the wodden toy store from hardship.
• On the other hand, it deemed to be counter beneficial, since Lego company started to
think outside “the brick” with the innovation series of new products such as children
clothes and accessories, which maked it lose product focus and blur long-cummulated
core value (which is Lego sets claiming promoting children’s creativity and providing educational opportunities).
- Dividing whole class into two teams, one is advocates and the other is critics. The debate
organizer then asks each team to generate as many relavant ideas as possible in 5 minutes to
prove their stance with support from presenting group.
- The debate organizer then invites one representative of each group to present their ideas,
presenting for 2-3 minutes. After that, preseting group gives a draw conclusion and collects the
notes from two teams for report. Dicussion result:
Team advocate: “Thinking outside the box is good” The Hunnies:
• Partnerships with Media Franchises: expanded its appeal by collaborating with popular
media franchises, such as Star Wars and Harry Potter.
• Diversification of Product: LEGO Friends, aimed specifically at girls, and LEGO Life, a
social media platform for children The Trinity: • Reason Lego exists • Marketing strategy: o Digital product
o Collaboration oppose traditional marketing (promote product) o Reposition
Other brands do not think outside or rigid innovation the box may struggle to thrive
E.g: Phuc Long and Highlands coffee
Vinfast was born because of “thinking outside the box” mindset. The Team:
• Educational Initiatives: LEGO Education and LEGO Mindstorms, by thinking outside the
box but still keeping core values of creativity and education. 13:47, 10/01/2026
Case Study - LEGO: Reviving Positioning Strategy & Value Proposition - Studocu Principles of Marketing
Team critic: “Thinking inside the box is good” The Visionaries
• Diversification into Unrelated Product Lines: Diversify products and service such as
clothing, video games, and theme parks -> not much reception leading to outright failure
-> diluted focus on core brick-based products
• Underestimating the Power of Nostalgia: modern and trendy themes with advanced
technology but in fact a large fraction of adult fans and parents love old sets reminiscent of childhoods. The Heirs
• Simple but flexible: instead of new complex sets tailored to specific models, the core
brick has open-ended design allows for endless creativity and imagination.
• Nurturing a Strong Brand Identity: the core brick has always been synonymous with
creativity, imagination, and fun. The Whale-th:
• Listening to current customers through various campaigns that call for ideas from
customers for new LEGO sets, such as LEGO ideas.
• Negative positioning issue: various product lines deviating from LEGO core brick-based
construction sets -> loss of focus and decline in sales. 6. Conclusion
- LEGO's remarkable turnaround from the brink of collapse to becoming the world's leading
toymaker is a testament to the power of strategic adaptation and a deep understanding of its
core values. By refocusing on its core brick system, embracing simplicity and flexibility, prioritizing
quality and durability, nurturing a strong brand identity, and leveraging nostalgia and emotional
connection, LEGO has successfully revived its positioning strategy and value proposition.
- While thinking outside the box is often associated with innovation, LEGO's success story
demonstrates that revisiting and reinforcing core values can also lead to significant growth and
revitalization. LEGO's ability to adapt its marketing and business practices without compromising
its core identity has been instrumental in regaining its position as a leader in the toy industry.
- The company's journey highlights the importance of finding the right balance between
innovation and tradition. While embracing new ideas and trends can expand market reach and
attract new customers, staying true to core values and the brand's essence is crucial for
maintaining long-term success and customer loyalty. LEGO's ability to strike this balance has
allowed it to successfully revive its positioning strategy and value proposition, ensuring its
continued relevance and growth in the ever-changing toy industry. 13:47, 10/01/2026
Case Study - LEGO: Reviving Positioning Strategy & Value Proposition - Studocu