Digital Platforms

2014

Agenda

1: Introduction to LEGO 1.1: Introduction to LEGO Digital Platforms 2: Strategy driven Digital Platforms 2.1: Strategic decisions 3: Example 3.1: Beyond COPE

Brand 3 The LEGO Group

LEGO® Products

LEGO® Friends

LEGO DUPLO®

LEGO Chima

LEGO City

LEGO Technic

Brand 4 The LEGO Group

Platform

Products for different ages and genders, ranging from fantasy over

role playing to modelling

Brand 5 The LEGO Group

At a Glance

25,382

turnover 2013 operating margin

employees End 2013

of this year’s

sales are novelties

Sold in more than

countries

9 years of consecutive

growth

million 33%

130

60%

13,869

Danish family owned

More than

Figures per ultimo March 2014.

Brand 6 The LEGO Group

System in play

Many Product Lines One LEGO® Brick One Brand Platform based

History 7 The LEGO Group

Strategy Driven

How a strategy approach can support business goals.

History 8 The LEGO Group

Strategic direction

History 9 The LEGO Group

Strategy

Our actual strategy towards 2016 (Blurred for confidentiality) By using a strategic framework, you can set directions as a one-pager

Brand 10 The LEGO Group

Presenting The LEGO Groups Digital

platform with just 6 bricks

Overview

History 11 The LEGO Group

Digital Platform

History 12 The LEGO Group

Digital Platform

Marketing 13 The LEGO Group

Marketing Integration

Organisation 14 The LEGO Group

Build for the future

Organisation 15 The LEGO Group

Predicting the future based on trends,

insights and user behaviour is great when

creating digital marketing.

When it comes to Digital Platforms,

there’s another way.

Predicting The Future

Organisation 16 The LEGO Group

Organisation 17 The LEGO Group

Beyond COPE

History 18 The LEGO Group

Search based Applications

Create webpage Insert image of a cat Write content Upload HTML Document

Structure, prioritize and categorize content Allow a device to ask: ”Give me relevant content, sized to me, based on user behaviour, profile and other information”

Questions for you

Could this approach work for your organization?

Why/Why not

Do you have another/better setup for your Digital Platform?

What ideas springs to mind when you saw this presentation