a business critical platform
TRANSCRIPT
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