The marketing managers at LEGO have made sound decisions to serve their female customers’ needs effectively. To begin with, LEGO has taken steps to make its products more gender-neutral. By introducing more gender-neutral sets and themes, LEGO is trying to appeal to both boys and girls, and this move has helped the company attract more female customers. Additionally, LEGO has made its product packaging more attractive to female customers by using bold colors and designs. This has helped the company stand out from its competitors and also helped attract more female customers.
Furthermore, LEGO has invested in research and development to create products specifically targeted to female customers. This has included the introduction of female mini-figures, which has been a great success – a particular manifestation of inclusion that is essential for today’s business environment (Andersen, 2022). This has helped the company capture the attention of female customers who may have previously needed to be addressed. LEGO has also created female-centric themes such as Friends and Elves, which have been well-received by female customers (Wieners, 2011). LEGO has also launched a mobile app to make it easier for female customers to access LEGO products from anywhere.
Finally, LEGO has made its products more affordable to female customers. In addition to introducing a variety of discounts and promotions to make its products more accessible to female customers, the company has also increased its marketing efforts targeted toward female audiences. They have launched numerous campaigns to reach out to female customers, create awareness about their products, and highlight the advantages of their offerings. Such an approach helps companies increase their sales, attract a wider demography, and create a more extensive and loyal customer base (Walker & Mullins, 2014). Hence, it seems that LEGO adheres to inclusive standards within the scope of its policy.
In conclusion, LEGO’s marketing managers have taken several steps to serve their female customers’ needs effectively by introducing gender-neutral sets, which feature characters of all genders. LEGO was making its products more accessible through online stores and discounts and offering promotions and discounts to encourage female shoppers. LEGO has beat record female customers and increased their sales dramatically. With these strategies, LEGO has reached out to a broader audience and ensured that its products are enjoyed by both men and women alike.
References
Andersen, J. (2022). The LEGO story: How a little toy sparked the world’s imagination. Mariner Books.
Walker, O., & Mullins, J. (2014). Marketing strategy: A decision-focused approach (8th ed.). McGraw-Hill/Irwin.
Wieners, B. (2011). LEGO is for girls. Bloomberg Businessweek, 4.