Read the case entitled: Lego’s Market Segmentation Strategy
Answer the following questions:
1: Which of the three personas does the Lego Group spend the most social media marketing time and effort? It is likely that different personas will emerge for the Lego Group over time? Explain.
2: What factors may have influenced the Lego Group’s target marketing decisions?
3: This case study indicates that the Lego Group believes its optimal target audience is young boys. Based on principles from the chapter, who do you think the company’s secondary optimal target audiences might be? What social media marketing efforts might help the company reach those other audiences?
4: How does identifying a target audience with personas help a company select the best social media platforms to focus its social media marketing efforts on?