Project Documentation (PDF) - Design Management, International

BUSINESS CASE
REFERENCE
PROJECT OWNER
The Lego Group
PROJECT MANAGER
Lionel Hofstetter
PROJECT TEAM
Antonia Matejka
Claudio Vögtli
Lionel Hofstetter
CONTEXT
BUSINESS OBJECTIVE
The LEGO Group’s objective is to come up with a coffee experience,
which is based on their brand values. Creating a fun
and creative way to drink coffee, will extend not only their
product portfolio but also offers the possibility of targeting
adults – not only children.
The aim of the LEGO Group is to generate 15% of their whole
sales in the next ten years with products for adults.1 By introducing
specially designed products for adults and targeting
their needs, the LEGO Brand will gain new customer and find
new ways to expand their brand experience.
OPPORTUNITIES
The project LEGO Coffee Experience, offers huge opportunities
for the LEGO Group. By addressing a new target group,
which was defined through this project and later mentioned
in this document, the company gains new market share and
furthermore can expand their product portfolio with products
for adults. By providing adults a LEGO Coffee Experience, the
company can reconnect people, who stopped using LEGO
Products after their childhood, to the brand.
1 http://www.20min.ch/finance/news/story/17934075
VALUE PROPOSITION
DESIRED BUSINESS OUTCOMES
The desired business outcomes are:
Generate 5% more sales in the next 5 years in the field of adult
products
Implement new communication language in touch points in
order to address the targeted people
Increase brand loyalty
Offer people an entire- life connection to the LEGO Brand
FOCUS
PROBLEM SCOPE
The problem definition of the project was as followed:
The combination of coffee and the LEGO brand does not fit
the current target group’s needs and wants.
Our group decided not to focus on the main target group,
children, for the requested LEGO Coffee Experience. As a
consequence we need to define a new target group for the
LEGO-Coffee experience.
SOLUTION SCOPE
The leading question throughout the research phase was:
What do we need to change/consider/do in order to match
the LEGO Coffee Experience with the new customer’s needs,
wants and expectations?
ASSUMPTIONS
LEGO Products are cult toys, which evoke childhood memories.
Drinking coffee is a lifestyle connected with habits and rituals.
People start drinking coffee with the association of finally being
an adult.
Coffee is a traditional social connector.
PROJECT SCOPE
TARGET
Aim of this project was to find a new target group to address
with a LEGO coffee experience in order to expand the market
share and the product portfolio. Thanks to the intense research,
the project team realised that there are young adults,
which are disconnected from the brand. This group of people
used to play with LEGO Products in their childhood but nowadays
is totally disconnected, as they no longer can identify
themselves with their products and not already have children
who play with it.
TARGET GROUP DEFINITION
Find out what the future brings! The target audience for this
project consists of young adults between 18 and 28 years old,
who are becoming adults but not yet thinking about raising a
family. These people are going through a second education
or gain work experience in order to find out what they want
to do in future. Their driving need is to define themselves in
order to find their place in society and their environment. Exploring
the surroundings, being no longer dependent on their
parents and differentiate themselves are main factors which
result out of this need.
This target group offers great possibility to place the LEGO
Coffee experience, as these people are really brand driven
and can be fascinated with the cult of LEGO. Through a fun
and creative coffee experience, driven by the brand values of
LEGO, we can evoke their childhood memories and reconnect
them to the brand.
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