From the LEGO official company profile booklet: Based on the iconic LEGO brick, the LEGO Group...

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From the LEGO official company profile booklet: Based on the iconic LEGO brick, the LEGO Group is one of the world's leading manufacturers of play materials with headquarters in Billund, Denmark, and main offices in Enfield (USA), London (UK), Shanghai (China), and Singapore. From https://www.referenceforbusiness.com/history2/97/Lego-A-S.html Lego A/S is the holding company for a global toy manufacturer that is the largest toy maker in Europe and the fifth largest in the world. Lego's core product is a line of plastic, interconnecting building bricks. Legos are aimed for children from birth through roughly age 14, though in some countries a significant proportion of sales are made to adults. The Duplo line of Lego bricks is aimed for preschoolers, and more sophisticated lines, such as Technics and Mindstorms, are geared towards older children. Lego Dacta the company's educational products division, while the Lego Lifestyles division handles licensed lines of children's clothing, watches, and backpacks. The company also operates three theme parks Legoland. Lego is one of the most recognized brand names in Europe. Lego operates 24 subsidiary companies to cover different national markets, and runs ten manufacturing plants. The company is privately held by the family of founder Ole Kirk Christiansen. Principal Subsidiaries: Lego Overseas A/S; Lego AG (Switzerland); Lego S.P.A. (Italy); Lego Systems, Inc. (U.S.A.). Principal Divisions: Lego Dacta; Lego Lifestyles; Lego Software. Principal Competitors: Hasbro, Inc; Walt Disney Company. LEGO 48 LEGO Brand Retail Stores excerpt from the LEGO official company profile booklet Through our more than 130 LEGO Brand Retail Stores in 10 countries, we bring LEGO play to life through an interactive and vibrant shopping experience designed just for children. Upon entering a LEGO Brand Hetail Store, visitors are invited to interact with LEGO play experiences: from building personalised LEGO Minifigures to selecting specific bricks in the Pick & Build wall over to watching a LEGO product come to life through the LEGO Digital Box. Other than offering the biggest assortment of LEGO products in one place, play areas to unlock one's creativity, and expert building tips from store associates, LEGO Brand Hetail Stores also run monthly in-store activities. Learn more: www.LEGO.com/Stores Manufacturing sites Billund, Denmark: Moulding Monterrey, Mexico: Moulding, processing and packing Nyiregyhza, Hungary: Moulding, processing and packing Kladno, Czech Republic: Processing and packing Jiaxing, China: Moulding, processing and packing From. https://www.ikea.com/gb/en/new/play-never-stops-with-the-bygglek-collection- pub1955e4c0 Play never stops with the BYGGLEK collection The IKEA and LEGO brands teamed up to create a range of simple storage solutions for kids and adults. The inspiration? Play, of course! LEGO IKEA The BYGGLEK collection offers play storage solutions and a LEGO brick set unique to IKEA. The boxes easily find harmony with your home so the creations can be put on display, keeping the story alive until the next play time. The BYGGLEK collection is a range of play storage solutions that create more room for play in the everyday. The BYGGLEK boxes double up as play units, so kids can build inside, outside or around them to make them part of a bigger story. The great thing about the BYGGLEK collection is that kids can escape into their own stories and when it's time to clean up, their creative worlds don't have to be taken apart and hidden away. And why stop at one box? Connect multiple boxes together to create a masterpiece. IKEA Products Rooms Q What are you looking for? The BYGGLEK collection Just pick a box and get started! Available to purchase in stores now and online from the 15th October. 247 BYGGLEK 201-piece LEGO brick set $15 (4) BYGGLEK LEGOB box with lid, 35x26x12 cm $15 [ BYGGLEK LEGO box with lid, 26x18x12 cm '12 204 BYGGLEK 201-piece LEGO brick set 15 (4) Questions: 1) What is an icon? What are its qualities? (1 point) 2) Starting from all information available, describe the international model of distribution for the LEGO company. (1 point) 3) Starting from the colour theory, do you think that the retail image of the LEGO stores is coherent or not with both the brand DNA and the chosen target? Why? (1 point) 4) The competitors Hasbro and Walt Disney are the most important licensing brands in the world. How the licensing model works? (1,5 point) 5) What is co-branding? Explain how co-branding works. Do you think the collaboration between LEGO and IKEA could be a good example of co-branding? Why? (1,5 point) 6) Describe all other possible ways for brand leveraging in detail. (1 point) 7) Describe in detail all the different pricing strategies in marketing. Try to readjust the pricing for BYGGLEK LEGO bricks set with a psychological pricing strategy. (1 point) 8) What is the Herfindahl-Hirschman index? Suppose that the HHI in Denmark (for the specific product class of toy bricks) in 2020 was 8.000, and that LEGO was the brand that has achieved the highest market share in the country, what can we say about the brand LEGO? and about its local competitors? Would you recommend another possible competitor brand from abroad to enter in this market? (2 point) From the LEGO official company profile booklet: Based on the iconic LEGO brick, the LEGO Group is one of the world's leading manufacturers of play materials with headquarters in Billund, Denmark, and main offices in Enfield (USA), London (UK), Shanghai (China), and Singapore. From https://www.referenceforbusiness.com/history2/97/Lego-A-S.html Lego A/S is the holding company for a global toy manufacturer that is the largest toy maker in Europe and the fifth largest in the world. Lego's core product is a line of plastic, interconnecting building bricks. Legos are aimed for children from birth through roughly age 14, though in some countries a significant proportion of sales are made to adults. The Duplo line of Lego bricks is aimed for preschoolers, and more sophisticated lines, such as Technics and Mindstorms, are geared towards older children. Lego Dacta the company's educational products division, while the Lego Lifestyles division handles licensed lines of children's clothing, watches, and backpacks. The company also operates three theme parks Legoland. Lego is one of the most recognized brand names in Europe. Lego operates 24 subsidiary companies to cover different national markets, and runs ten manufacturing plants. The company is privately held by the family of founder Ole Kirk Christiansen. Principal Subsidiaries: Lego Overseas A/S; Lego AG (Switzerland); Lego S.P.A. (Italy); Lego Systems, Inc. (U.S.A.). Principal Divisions: Lego Dacta; Lego Lifestyles; Lego Software. Principal Competitors: Hasbro, Inc; Walt Disney Company. LEGO 48 LEGO Brand Retail Stores excerpt from the LEGO official company profile booklet Through our more than 130 LEGO Brand Retail Stores in 10 countries, we bring LEGO play to life through an interactive and vibrant shopping experience designed just for children. Upon entering a LEGO Brand Hetail Store, visitors are invited to interact with LEGO play experiences: from building personalised LEGO Minifigures to selecting specific bricks in the Pick & Build wall over to watching a LEGO product come to life through the LEGO Digital Box. Other than offering the biggest assortment of LEGO products in one place, play areas to unlock one's creativity, and expert building tips from store associates, LEGO Brand Hetail Stores also run monthly in-store activities. Learn more: www.LEGO.com/Stores Manufacturing sites Billund, Denmark: Moulding Monterrey, Mexico: Moulding, processing and packing Nyiregyhza, Hungary: Moulding, processing and packing Kladno, Czech Republic: Processing and packing Jiaxing, China: Moulding, processing and packing From. https://www.ikea.com/gb/en/new/play-never-stops-with-the-bygglek-collection- pub1955e4c0 Play never stops with the BYGGLEK collection The IKEA and LEGO brands teamed up to create a range of simple storage solutions for kids and adults. The inspiration? Play, of course! LEGO IKEA The BYGGLEK collection offers play storage solutions and a LEGO brick set unique to IKEA. The boxes easily find harmony with your home so the creations can be put on display, keeping the story alive until the next play time. The BYGGLEK collection is a range of play storage solutions that create more room for play in the everyday. The BYGGLEK boxes double up as play units, so kids can build inside, outside or around them to make them part of a bigger story. The great thing about the BYGGLEK collection is that kids can escape into their own stories and when it's time to clean up, their creative worlds don't have to be taken apart and hidden away. And why stop at one box? Connect multiple boxes together to create a masterpiece. IKEA Products Rooms Q What are you looking for? The BYGGLEK collection Just pick a box and get started! Available to purchase in stores now and online from the 15th October. 247 BYGGLEK 201-piece LEGO brick set $15 (4) BYGGLEK LEGOB box with lid, 35x26x12 cm $15 [ BYGGLEK LEGO box with lid, 26x18x12 cm '12 204 BYGGLEK 201-piece LEGO brick set 15 (4) Questions: 1) What is an icon? What are its qualities? (1 point) 2) Starting from all information available, describe the international model of distribution for the LEGO company. (1 point) 3) Starting from the colour theory, do you think that the retail image of the LEGO stores is coherent or not with both the brand DNA and the chosen target? Why? (1 point) 4) The competitors Hasbro and Walt Disney are the most important licensing brands in the world. How the licensing model works? (1,5 point) 5) What is co-branding? Explain how co-branding works. Do you think the collaboration between LEGO and IKEA could be a good example of co-branding? Why? (1,5 point) 6) Describe all other possible ways for brand leveraging in detail. (1 point) 7) Describe in detail all the different pricing strategies in marketing. Try to readjust the pricing for BYGGLEK LEGO bricks set with a psychological pricing strategy. (1 point) 8) What is the Herfindahl-Hirschman index? Suppose that the HHI in Denmark (for the specific product class of toy bricks) in 2020 was 8.000, and that LEGO was the brand that has achieved the highest market share in the country, what can we say about the brand LEGO? and about its local competitors? Would you recommend another possible competitor brand from abroad to enter in this market? (2 point)