Lego! The Lego brand is one of the world's best known brands. It has been referred to as the "Apple" of the toy industry. But, believe it or not, this iconic brand was on the verge of bankruptcy in 2003. Today, it's sales make it the top brand in toys. How Lego re-invented itself in the digital age but still retained its core product of stacking bricks is an interesting story of excellence in vision and strategic planning. Part of the success lies with understanding the marketplace and using effective segmentation to expand its reach while remaining true to its original product, the stacking bricks. Your assignment is to explore the world of Lego by visiting its US website, and its specially designed website for kids.: Using the list of segmentation dimensions found in Exhibit 4-8, choose a behavioral and a demographic dimension that explains the product lines offered by Lego. Explain why your dimension choices fit the product lines. Your explanation must be direct, specific and contain product examples.

personal selling Exhibit 4-8 Possible Segmenting Dimensions and Typical Breakdowns for Consumer Markets Behavioral Needs, benefits sought, thoughts (attitudes), rate of use, purchase relationship, brand familiarity, kind. shopping, type of problem solving, information required, purchase situation, psychographics or lifestyle (see Chapter 5) Geographic Country, region, city, size of city, urban/rural (see Chapter 3) Demographic Income, gender, age, marital status, family size, family life cycle (see Chapter 5), occupation, education ethnicity, social class (see Chapter 3) 98