Marketing Strategy: The Position of Legoland in Japan

346 words | 2 page(s)

The positioning of the launch of a new Legoland in Japan in the marketing strategy requires attention to the needs, interpretations and desires of the consumer segment. It can be easy to oversimplify the product and product description as a fun day at a Lego-themed park for the family, but this is not necessarily the best marketing approach to take. Ultimately, Legoland should not be selling tickets to a theme park, they should be selling tickets to an exotic experience which is much like foreign travel, but the destination is one’s own imagination.

Legoland should appeal to those who have expertise in child development and education; testimonials and marketing using such experts would help to position Legoland not as a reward or theme-park, but as a necessary tool which can help one’s child to become interested in sciences, technology, engineering and mathematics (STEM). It should not be sold to children, but rather to the adults which make decisions about where families will spend their recreational time. The truth is that of course it is a fun family experience, and of course the children are going to feel like it is a reward, but parents are more likely to consider it, and to consider it more as a necessity if it is positioned as a matter of education and development.

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This is more likely to appeal to the average Japanese family, as well as private and public schools who are planning field trips (Takahashi, 45). The positioning of Legoland must therefore be as a consumption item through which parents are purchasing the better developed mind of their children. The delight of the children who participate in the activities at Legoland will reinforce the parental desire to consume this product, and further it is likely to increase sales of Lego across Japan by drawing attention to its potential in turning young minds into future innovative engineers. A shared marketing approach with the Lego Group could support the targeted positioning of the products.

  • Takahashi, Mayumi. “Ideological dilemmas: constructing motherhood through caring consumption in Japan.” Young Consumers 15.1 (2014): 84-93.

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