Strategic Marketing Management Of LEGO Group: Overview And Segmentation Analysis

About LEGO Group

Strategic management focuses on the planning, monitoring and assessment of all necessities that an organization needs to accomplish its key goals and objectives. It can be analysed that strategic management is the utilization of available resources so that the management can accomplish its set goals (Tuchman, Nair and Gardete, 2018). Similarly, strategic marketing management is the process of effective implementation business mission through specific and strategic process in order to maximize current marketing plan. Marketing management incorporate following key functions such as: creating awareness among the targeted audiences, developing brand reputation, analysing specific targeting audiences, etc. Products or services of the company are the most important part of the marketing management function of an organization (Fulgoni and Lipsman, 2017). Although, strategic marketing planning is the process which create marketing strategy that outline about marketing objectives and programs which need to be accomplish in the effective way. Moreover, for this report, the selected company is the Lego Group. Apart from this, in this report there will be discussion about two assessments such as: assessment 1 will discuss about introduction to Lego group, segmentation and targeting practice by the organizations. Ways through which these practices contribute to the fulfilment of marketing strategy, etc. Assessment 2 will focus on the theory which focus on the relevant literatures which are linked with the themes identified in the assessment 1.

The company was founded in the year 1932 and the headquarter of the company is situated in Billund, Denmark. As of the year 2020, the company had able to generate revenue of $43.7billion and operating income of $12.9billion. As of the year 2020, the company had able to acquire total assets of $37.2billion (Lego.com, 2020). Parent organization is Kirkbi and the subsidiaries of the company are as follows such as: Bricklink Limited, DACTA Ltd, etc. the business model of the company lies in making Lego-brand toys which consist of interlocking plastic bricks. The company also produces plastic construction toys to fascinate the targeted audiences in the effective way. For example: Lego toys comes in the different shapes, sizes, wheels, building material toys, etc. The company manufactures Lego-brand toys which mostly incorporate plastic bricks. The company also build various amusement parks around the world such as: Legoland. Apart from this, in the year 2016 the company stated that they would take legal action against the Chinese company name as “Guangdong Loongan” because it was manufacturing exact replica of the Lego toys.

Here, it is important to understand that the LEGO foundation operates with a vision of developing builders for tomorrow. The foundation of the work is to develop builders for tomorrow. Although, the company focuses on re-defining play and re-imaging learning in the effective way. For example: from the perspective of re-imaging play it can be analysed that the purpose of re-imagining learning effectively means to help parents and education system for utilizing transformative power to improve learning for millions of children (Lego.com, 2022). Apart from this, KIRKBI A/S is the holding and investment company because it is the parent company of LEGO. Moreover, in the year 2011 a strange incident was happened related to the LEGO toys.  Space shuttle endeavour mission STS-134 brought 13 different LEGO kits in order to check how it will react in the International Space Station in microgravity. Below figure showcase about the Nasa’s Kennedy Space Centre. After this news Lego toys were remained in the news for sometimes and it had enhanced positive reputation of the brand among the targeted audiences in the effective way.

Strategic Marketing Management of LEGO Group

 

Figure 1: Nasa.gov, 2022

Demographic segmentation:

• Age: the company target children who are between 1.5 to 18 years old. The company manufacturer toys for toddlers between 1 to 3 years old which are simple brick toys. For the age group 3 to 10 years old, the company manufacturers complex toys set. Lego group also manufactures large range of games so that they can engage adolescents in the effective way. Apart from this, by reviewing from the official site of the Lego it can be figure out that the company develop diverse products for different age groups children. For example: below figure 2, showcase that the company has different products for the kids who underline in the different age groups. As per the official data available on the company’s website it can be figure out that the company offers fine motor skills improvement toys for the kids who are 1.5+ years old. For the kids who are 4+, Lego make toys which are detailed and foster creativity. For the kids who are 6+ the company make the products which can foster imaginative skills.

Figure 2: Lego.com, 2022

• Gender: the company targets both genders. In the year 2021, Senior Vice President. Lean Dixen stated that they will stop segmenting their targeted audiences on the bases of their gender (Wienberg, 2021). As per the CEO’s statement, it can be figure out that the company wants to remove stereotypes mentality from their brand. The decision for removing stereotype mentality come forward when the company analysed their survey results of 7,000 parents and children. In the year 2021, the company conducted a survey which include 7,000 parents and children (Priest, 2021). In this survey, around 71% of the boys expressed their adverse concern that they will be made fun if their friends caught them while playing with those toys which are associated with girls. Around 54% parents also expressed their concern that their child will be bully if their friends will figure out that they are playing with which belong to the cross-gender (Priest, 2021). Overall results of this survey figure out that boys feel more pressure while playing with toys which belongs to the girls. So, in this context, the management of the company want to break the stereotype mentality of the society. Although from the general perspective, it can be evaluated that it is a great decision and it is a highly appreciable decision in the effective way.
• Area: the company do not specifically target kids who belongs from a particular area (such as: urban area or rural area). Their primary focus is on the kids and fascinating them towards their toys. Although, it can be evaluate that majority of the Lego stores are in the urban areas. The company also operates with the digital stores (Jain and Yadav, 2017).
• Income category: in this element, the company focuses on the income category of the parents and guardians. It can be analysed that Lego group targets those parents or guardian which underline in the middle-income group category and above. Parents or guardian who belong from the middle- class category and above can easily made purchase decision.

For kids: kids who love to play with building blocks toys. As per the behavioural segmentation, it can be evaluated that it is a responsibility of the parents to make sure that they should develop interest of their kids in the productive toys. For example: Lego toys are the building toys which enhances motor skills of the toddlers. In this case, it is necessary that parents or guardians should create awareness among the kids about the Lego toys so kids can become interested in playing with them (Yoga, Korry and Yulianti, 2019).

In reality, the company targets not only target the behaviour of kids but the company also targets the behaviour of parents as well.

For parents or guardians: in the behaviour segmentation, Lego group specifically targets the psychology of the parents and guardians because they are the ultimate decision makers who are going to spend their money for purchasing specific toys for the kids. From the perspective, it can be analysed that parents or guardians form two common thoughts process such as:
Thought process of the guardians and parents: they (parents and guardians) think that Lego toys are mainly building blocks and construction toys which will going to improve cognitive and creativity skills of their kids (Olson, et. al., 2018). They think that when their kids will play with Lego toys then they will build creative things out of Lego sets which will enhance creativity of their kids. For example: figure 1 represents a group of children are playing and building creative items. Parents or guardians feel satisfactory when they observe their kids playing with these kinds of toys.

 

Figure 3: Riley, 2017

Thought process of the guardians and parents: by analysing from the perspective of the parents or guardians there are five possible benefits that kids can attain after playing with Lego sets such as: it will be going to improve their fine motor skills, it will improve children’s teamwork with other kids, it will develop creative thinking, it will improve their problem-solving ability and it will improve their resilience and perseverance (Barossa.coop, 2022).

So, the above behavioural segmentation is specifically for the parents or guardians. The company understand that parents or guardians want to gift those toys which eventually improves cognitive ability of the children. In reality, it can be observed that they (parents or guardians) gift Lego toys then parents thinks that they are gifting some good stuff to their kids because of various associated benefits (possible benefits of the Lego toys are discussed in the above paragraph) (Evans and Bond, 2021).

Through the above discussion it can be figure out that the company and parents both understand that Lego toys resultant in improving cognitive, thinking, team building and creativity skills of the kids or children. So, the company design their marketing strategy by showcasing to the parents that when their kids play with Lego toys then it not just only passes their time (time of their children) but it also improves their mental ability. This is the element of the marketing strategy of the company because it fascinates parents or guardian in making their purchasing-decision (Morgan, et. al., 2019). It can be analysed that the marketing management of the Lego group understand common psychology of the parents. The company triggers the common psychology of the parents. For example: parents always make aim to purchase those products for their kids which can benefits their children in different ways. So, Lego group develop toys which delivers various psychological benefits (Kerr, Phaal and Thams, 2019).

Assessment 1: Segmentation and Targeting Practices of LEGO Group

On the bases of above evaluation, the marketing managers of the company create awareness among the targeted audiences through below marketing channels. The company effectively focus on the below marketing channels:

Figure 4: By author

In the above section (1.2) it is figured out that the main competitive advantage of the LEGO is that the company produces those toys which resultant in improving the cognitive ability and creative skills. From the marketing perspective, it can be observed that the company’s marketing managers promote their brand in such a way that parents or guardians started thinking that the Lego products can be the best gift for their kids. The marketing management of the company use this approach (to fascinate parents or guardians that Lego toys are the best option for gift to kids or children) in their different marketing tactics. In the below section, example will be provided that which will showcase different real ways which are adopted by the company to fascinate their targeted audience in the effective way (Klepek and Starzyczná, 2018).

 

Figure 5: Rocketreach.co, 2022

The company take use of the email marketing due to various associated benefits such as: it is a low-cost marketing technique which can be used to create awareness among the audiences as compare to other mainstream media sources. For example: in this marketing technique, there are no print or postage cards cost involved which make it a low-cost marketing form. The company can even send emails to large number of people at once. However, there is one drawback associated with the email marketing that many people who do even bother to see promotional emails. Still, Lego and many of its competitors take use of the email marketing technique because of many associated benefits. From the company’s viewpoint it can be analysed that email marketing are the easy to share and targeted audiences can be reached quickly at the global level (Goncharova, Solosichenko and Merzlyakova, 2019).

SEO – Search engine optimization by the Lego

The marketing managers of the Lego also take use of search engine optimization techniques so that they can rank up their website. There are various benefits due to which Lego take use of SEO such as: it has potential to attract more customers through organic search method, it encourages an individual to focus on enhancing user experiences, SEO is trackable and with the help of SEO tool the marketing managers can figure out exact point in which the company is failing to attract its target audiences. For example: after typing only “Lego Toys” in the “Google search” thousands of results arrived and below figure is the screenshot of few top most results.

 

Figure 6: Google.co, 2022

Figure 6 showcase different search results which arrived after typing “Lego Group”. First results are the official website name of the company. In order to keep official website position at the first rank, the marketing department works on the various ranking factors so that they can influence the website’s rank. For example: it can be estimated that Lego take use of SERP based on the content relevant to the search term or to define quality of backlinks (John and De’Villiers, 2020). Content or key words plays a key role in the SEO formation. For example: the company consistently evaluate which kind of common key words or sentences that can be use by the audiences. For example: the marketing department of the Lego analyse which kind of common key words can be utilize by the parents or guardians or kids to find toys – “creative toys”, “skill-based toys”, “building blocks”, “construction toys”, “toys which can improve creative of the kids”, etc. These are common keywords which can be use by the targeted audience of the Lego to find toys. The company always monitor about keywords which can be use by the targeted audiences and it eventually helps in ranking up the website in the effective way.

Assessment 2: Relevant Literature for the Segmentation and Targeting Practices

The company market their brand over the Facebook, YouTube, Instagram to effectively fascinate targeted audiences. Social media marketing is an effective way for the Lego to create awareness among the audiences (Olson, et. al., 2021). For example: below figure is the screenshot of Lego Group’s official Instagram, Facebook and YouTube page.

 

Figure 7: Instagram, 2022

 

Figure 8: Facebook.com, 2022

 

Figure 9: Youtube.com, 2022

Above figure 7, 8 and 9 are the official pages of the company on the different social media platforms. In the above section, it is observed that the competitive advantage of the Lego Group is that the company manufacturer those toys which improves creative and thinking skills of the kids. Thus, on the social media the company take use of influencer marketing strategies so that they can fascinate the targeted audience (López García, et. al., 2019). It is technique of promoting a brand or product on the social media by connecting with famous public figures who are popular among the targeted audiences. For example: suppose, in the UK, Lego Group analyse that which are the famous content creator and videos for the kids. After making list of different content creator from the YouTube, Facebook and Instagram. The marketing managers are required to contact them for promoting their brand. In this context, let’s assume that marketing manager selected 4 public figures which makes videos for kids over YouTube. If selected YouTube gets agree to promote the brand, then they can choose to make “unboxing video” of the Lego products. Not only this, it is entirely up-to the influencer that how they help the brand to reach to the large number of audiences in the effective way. Apart from this, there are different benefits for utilizing influencer marketing techniques such as: it is counted among most effective ways which can help an organization or brand to expand the awareness about products or services. Although, from the perspective of the Lego Group it can be analysed that there are various benefits of adopting influencer marketing strategy such as: it can work on the content strategy, it is cost-effective because Lego Group can make agreement with local public figures in the minimal charges, it effectively increases sales, it also boosts search engine optimization (SEO) of the brand, etc.

Lego showcase their advertisement on the television in the children’s show so that they can directly fascinate the kids for telling their parents or guardian to purchase Lego toys. The company also advertise in the children’s magazine. Not only this, the company also post huge banners so that they can brand awareness can be enhanced among the general people.

Figure 10: Raininghotcoupons.com, 2016

Figure 10 represent about the magazine advertisement of the LOGO company. This is the part of the company’s traditional marketing strategy.   

In the above section it is concluded that the Logo Group makes toys as per the different age group and the company manufacturer toys by triggering the psychology of the parents or guardians. For example: Logo groups demonstrate their toys in such a way that Logo toys help kids in improving their motor skills, creativity skills and team working skills. Now, from the perspective of the parents or guardians it can be analysed that they want to gift those toys only to their kids which are beneficial and learning for them. So, eventually after gifting Lego toys parents or guardians feel satisfied because they gifted beneficial toys to their kids. Apart from this, it is also concluded that the company take use of different marketing platforms to create awareness among the audiences such as: digital marketing, social media marketing and traditional marketing.  

Theories or models of marketing which can be utilized by the Lego group 

Demographic Segmentation for LEGO Group

The company can take use of the marketing mix model because it will help the marketing department with planning and executing different market strategies. Marketing department of the company should consistently review their key strategies and different methods related to the products. For example: if the marketing managers of Lego Group decided to take use of the marketing mix, then they have options such as: either they can take use of 4P’s of marketing mix of 7P’s of marketing in the effective way (Bala and Verma, 2018). Apart from this, it is important to understand that the company can take use of the consumer decision making process. Understanding psychology is the most important aspect of the consumer decision making process. Not only this, perception also plays the key role in the model. Perception is the psychological behaviour which is influenced by the marketers to foster their sales (Hunt, 2018). The company manipulates the perception of the parents or guardians. For example: in reality, people believes that toys are specifically for kids so that they can pass their time. However, Lego changes the perception of the people by introducing exclusive range of toys which are not meant only for passing time but it (Lego toys) can improve the fine motor skills and creativity skills of the people as well. In this example, it can be analysed that the company target to the perception of the people and it (perception) is an important element of the consumer decision making. However, consumer decision making process involves the series of chain such as: the consumers to identifying the needs, evaluating and influencing company’s perception (Chou, et. al., 2017).

From the marketing perspective, Lego group can also take use of porter’s five forces. There is medium risk of the competitors which face by Lego Group because the company high level of reputation in the external market by delivering quality products to the customers. However, there are various companies which delivers affordable products for the kids and attracts middle income group customers. Apart from this, the bargaining power of the suppliers is high, Lego Group develop various initiatives for building the agreement with the suppliers by focusing on their needs and requirements. However, sometimes adverse violation in the agreement can reduces the number of partners (Kingsnorth, 2019). Moreover, the bargaining power of the customers is high, the company develop various strategies to build the better relations with the customers. This results in expanding their customer base. However, some customers are highly price sensitive and purchase the toys by focusing on the price and quality of the product (Kim, Kang and Lee, 2021).

The company also take use of the expectancy disconfirmation theory. It is one of the popular model which is used in services marketing for measuring the customer satisfaction. The performance of the product and services is measured by examining the customer expectations. The expectations are the desire of performance, as it is based on the prior knowledge of the product. In this model, the performance become the mediator for increasing the satisfaction and it is measured through the previous experience with the brand and customers. The differences occurred between the expectations and performance the result for the disconfirmation of expectation can be positive or negative.   

Expectations

The customers of the company are the parents which wants to develop their child by increasing the motor skills and brain development. The social factors and technological factors affects the behavior of the customers towards purchasing the particular product. Such as friends, family, feedback and prior consumption experience.

Perceived Performance

After product consumption, the customers are highly satisfied with the toy, for example, the educational toy increase the skills of the kids. Lego group offers various option to the customers and includes multiple themes for creating the better kid experiences which is related with the refreshing adult’s memories.

Disconfirmation

It includes the judgment of the customers towards the products and services, the comparison build the original expectations of the customers. For example, the disconfirmation of the customers is positive because the products and services meets the satisfaction level of the customers. Through the discussion, it is revealed that there is direct relationship between the performance and satisfaction.

Satisfaction

It is the extent to which customers is happy with the product and services, there is positive impact of satisfaction on the performance because the company attract large number of customers and this increase the profits of the company. Furthermore, it moved towards repeat purchase and word of mouth intent.

The product life cycle

The lifecycle of the product is the length of the time it is in the marketplace, the product move from series of steps for getting success and attracting loyal customers. 

The company’s products lies in 1 and 2 stage because company is introducing new product and focuses on increasing the customer satisfaction:-

Market development

Lego Group offer new product to the customers as per the demands of the kids, the company build the awareness and invest more on marketing costs for increasing the loyal customers.

Growth

The product of the company is in the growth stage because the demand of the product is increasing and it helps the company to raise its market share.

Literature review 

Below literature review will be based on the key themes available in the assessment 1 related to the important aspect of marketing and consumer psychology

Targeting and segmentation

According to Brotspies and Weinstein (2019), understanding target audiences is the crucial and foremost steps. An organization should conduct a detailed process to figure out exact audience they need to target in order to foster sales. Segmentation plays a crucial role in the targeting process. An organization can conduct the segmentation on the bases of demographic segmentation, behavioural segmentation and psychological segmentation. For example: in the demographic segmentation an organization targets consumers on the bases of following keys variables such as: age, gender, specific income category in which the target audience lies, education profile, etc (Vieira, et. al., 2019). As, following the process of segmentation allows the company to classify their audiences in the effective way. Apart from this, the process of market segmentation helps the marketing managers to advertise their brand among only the potential customers. For example: when higher-level management identify that customer among the age group of 1 to 10 years are their potential customers. Then marketing department focuses on developing specific marketing strategies so that the company can fascinate potential customers. Moreover, in the boarder view the process of identifying the company’s potential customers not only involves the factor of segmentation and targeting but it also includes another factor which is positioning. As, positioning include where a product or brand stands in the market and in the mind of the consumers (Nizam and Jaafar, 2018). There are different types of positioning such as: positioning by product attributes, by product class, by users, etc.

According to Ford (2019), the primary purpose of the segmentation and targeting is to create awareness among the targeted audiences. It is necessary that before creating awareness among the targeted audiences should first understand their actual target audiences. For example: through the section 1, it can be analysed that Logo Group identified that they do not need to only targets kids but they also need to targets parents or guardians. Logo Group. In order to target parents or guardians, Logo group focuses on influencing the psychology of the parents in the sophisticated way. The company analyse that parent wants to gift productive or useful toys to their children. So, Logo Group come up with an idea of manufacture toys which can deliver positive impact on the children. In this way, the company take advantage of the psychology of parents or guardians. Now, it is important to understand that first the management tried to understand about actual audience that they need to target and after that analysed that they need to target parents also because ultimate decision making is underline in the hands of the parents or guardians only. Apart from this, tailored marketing is also the important aspect of the targeting because (it) tailored marketing help the company to analyse about ideal buyers.

According to Herhausen, et. al. (2020), digital marketing strategies help an organization to effectively market the products or services utilizing digital mediums in the effective way. Since last decade (after the rise of social media) the trend for the digital marketing is enhanced. From the perspective of the marketers, it can be evaluated that they (marketers) are supporting digital marketing tactics because of two primary reasons such as: it is highly cost-effective and digital marketing methods help the marketing managers to cover wide range of audiences (domestic as well as international) in the effective way. Currently, there are following methods of digital marketing which are commonly utilizes by the marketers such as: search engine optimization, email marketing, pay-per-click (PPC) marketing, affiliate marketing, content marketing, etc. These methods are used by the marketing management department of an organization in the effective way. Although, there are various benefits of utilizing digital marketing methods such as: it can increase customer loyalty because of frequent communication sending by the corporation to the targeted audiences. For example: suppose that marketing manager of an organization decided to take use of the email marketing. So, if the company sends frequent personalize email to the customers, then there are higher chances that it will make them feel satisfied. Another, benefit of the digital marketing strategy is that it has better conversion rates. A conversion rate is a percentage of the visitors and it (conversation rates) can also be use as a key performance indicator (KPI) so that the company can track whether their digital marketing strategies are able to create awareness among the targeted audiences or not? For example: higher conversation rates are the indicative for the successful marketing and web design strategies or vice-versa.

According to Yajing (2019), traditional marketing strategy incorporate advertising of a brand, products or services through the use of following methods such as: cold-calling, radio promotion, television advertisement, print ads, billboards, etc. As compare to the digital marketing strategy it can be analysed that traditional marketing strategies incorporate high-cost. Not only this, there is less conversation rate in the traditional marketing strategy as compare to the digital marketing strategy. Here, it is can be analysed that high cost involved in the traditional marketing strategy and less conversation rate these two are the major reason which focuses marketers to push their marketing strategy towards digital marketing rather then only focusing in the traditional marketing tactics. Apart from this, it is suggested that an organization should create strategy so that they can focus on both (traditional marketing as well as digital marketing strategy). The reason behind suggesting to focus on the traditional marketing strategy with digital marketing is that it can help the marketers to establish higher credibility. For example: in reality, advertisements which are presented on the printed media or larger mediums are consider as more trustworthy in the effective way. Thus, it is suggested that an organization should focus on promoting their brand with the help of traditional marketing tactics with digital marketing in order to fascinate targeted audiences.

According to Shareef. et. al. (2019), as per the today’s scenario there are three platforms which incorporate majority of the social media advertising such as: Instagram, Facebook and YouTube. The companies select their targeted audiences and then they create fascinating advertisement or content to fascinate targeted audiences in the effective way. Here, it is important to understand that these three major social media platforms provide many tools to the marketers so that they can target specific audiences. For example: suppose that marketing managers of an organization decides to opt for YouTube to promote their product. In the YouTube platform the marketing team will get access to choose specific age category and regions in which they want to promote their brand. This feature helps the marketers to specifically promote their brand among the audiences which the company decided to promote their brand. Apart from this, marketers can take advantage of various methods that can be access through social media. For example: influencer marketing program allows the marketers to contact with different public figures who have millions of followers. With the help of influencer marketing, the marketers can contact with different influencers for spreading awareness among their followers regarding the “use” and “benefit” of the products. This method (influencer marketing) is identical to the method of traditional marketing in which companies need to appoint any ambassador or celebrity who explain viewers about the benefit of the product. Apart from this, it is suggested that marketing managers should focus on analysing which social media promotional technique can be highly beneficial for them to fascinate targeted audiences towards the brand.

According to Landau, Zhong and Swanson (2018), understanding consumer psychology is the primary essence for making the products or services successful. As, consumer psychology refers to the process which is used by the consumers or clients to make a purchase decision before buying a product. As, there are four type of consumer behaviour such as: complex, habitual, variety-seeking behaviour and dissonance-reducing behaviour. Each consumer made a purchase decision as per his/her common behaviour attributes. It is suggested that every brand should invest their time in analysing about common traits and behaviour of their consumers in the effective way. Apart from this, decision making process incorporate following key stages such as: recognized, search process, comparison, product or service and evaluation decision. Each consumer goes through these stages before making a final purchase decision. If an organization develops strategy to influence consumer buying decision then it can resultant in various advantages such as: it can foster sales, it can create higher consumer satisfaction, etc. In the digital age, there are various options for the company to influence or fascinate consumer decision making. For example: when an individual consumer adds some items in his/her shopping cart then the e-commerce company consistently send them frequent notifications in order to influence them for making final purchase decision. In order to influence consumers, the companies take use of emotional tactics to attract them.

Leadership style (assignment 1 discussed specifically about marketing so in the below literature review analysis will be conducted regarding appropriate leadership style in the marketing department)

According to Al Khajeh (2018), leadership style is the crucial aspect which helps the departments to accomplish their specific goals or objectives. From the viewpoint of the marketing department, it is suggested that an organization should always govern their marketing department from the democratic leadership style. The reason behind suggesting democratic leadership style is that it will help the marketing department to take independent decision and leaders of the marketing department can include their team members in the decision-making process if they will democratic leadership style. Apart from this, marketing operations requires lot of creativity from the employees. However, this leadership style (democratic leadership style) is known for enhancing creativity and it forms better team relations. Including team members in the decision-making process is also an element which can resultant in effectively governing the marketing department. Moreover, to govern the marketing department the company can also take use of situational leadership style. As per the application of this leadership style, it allows the team members to change his/her leadership trait as per the situation rather than being rigid to a specific leadership style. There are various benefits of utilizing situational leadership style such as: it creates a comfortable environment for workers, it increases the awareness of the leaders, it helps team members to work in the positive manner, it also boosts the training routine, etc. Although, while governing the marketing department an organization should always make sure that they are giving an appropriate environment to the workforce so that employees can showcase their true potential and creativity to bring innovative ideas for fascinating target audiences.

Conclusion 

It is concluded that consumer psychology plays an important role in influencing the decision-making process of the consumers. Marketers take use of different promotion methods to create awareness among the targeted audience such as: traditional marketing methods, digital marketing methods and social media marketing. It can be analysed that digital marketing and social media marketing methods are highly cost-effective as compare to the traditional marketing methods. Expenses on the marketing project is the major factor which forces marketers to shift their focus on the digital marketing tactic. Apart from this, it is concluded in that Lego group can take use of the following marketing theories or models such as: the expectancy disconfirmation theory, marketing mix model, consumer decision making model, product life cycle model, etc. Moreover, it is also analysed in this section that leadership plays a crucial role in accomplishing goals of the marketing department. It is suggested in this report that the company can allow their marketing department to take use of democratic leadership style as well as situational leadership style. Apart from this, it is also concluded that consumer psychology is the major aspect in the marketing. For example: Lego Group targeted parents or guardians because the company understand that the decision making (whether to pay for Lego toys or not) is in the hands of parents. So, the company market their product (toys) in such a way that it can help their kids in improving fine motor skills as well as creativity.

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