Subject:
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Re: Holy Mackerel! LEGO survey...
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Newsgroups:
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lugnet.general, lugnet.lego
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Date:
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Sun, 17 Apr 2005 11:25:36 GMT
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Viewed:
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7009 times
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In lugnet.general, Jake McKee wrote:
> If you're still interested in helping out, my colleague running this data
> collection effort has asked me to post the questions below for feedback. She'll
> manually include this in the results as well. Feel free to answer them in line
> or email them to me.
>
> Thanks so much everyone for showing that the AFOLs are a force to be reckoned
> with!
I agree with Kelly on this - You appear to be having trouble getting the company
to realise how many of us there are and, most importantly, how much we are
trying to get our points/wants across. If you had asked me how many responses
to the questionnaire you would get I would have said '3 to 5 thousand' 500 was
a pretty low target!
Anyway:
>
> * Would you buy LEGO toys for children 0-11? Y/N
Yes, and I do.
> * Why / Why not?
1 - Because I think building with Lego bricks teaches spatial awareness and
creativity.
2 - I think the quality of Lego bricks is much higher than other brands.
3 - Because I know my nieces enjoy playing with Lego bricks.
> * What feature(s) would you add if you were the marketing director of LEGO?
1 - I would find ways to make sets at low price points more 'bricky'. The new
police motorbike is a 'build once' set as it has two very specialised parts.
The old Classic space pocket-money sets were very versatile.
2 - I would redesign the boxes to appeal more to children without appearing 'low
end'. Specifically, I would allow the purchaser to see the parts in the set.
3 - I would make Lego Brand stores more enticing or children. *I* like the
design but I think it might be a bit bland for kids.
> * How would you change existing LEGO products if you wanted to sell them for more money?
Do you really need to sell each set for more money? The only way to do that
will be to put more parts in them which will increase costs. I am certain you
need to bring the prices down just a shade, so they are still distinguishably
more than clone brands, and as a result you will sell more volume. I think the
problem is at the advertising end of marketing, not the product end. Box
design, cheaper Lego for education so it makes its way into school and more TV
advertising will help. However over the last two years most of what the company
has done has gone in the right direction (and I live in the UK where Lego is
stupendously expensive compared to the US, to a degree that makes me think you
are either losing money in the US or are gouging us)
> * What new products would you launch?
More mid-range (price and age) high-recognisability models - I would be very
surprised if the Enzo Ferrari isn't flying off the shelves. More please and
don't limit it to vehicles. What about a Lego London Eye set!
> * What should LEGO be doing that it isn’t now?
(This may not be popular as it appears to act against the interests of AFOLs)
Acting to stop so much Lego ending up at Sale prices. Argos were chucking the
Technic Backhoe out at something like £27.99. Presumably they were still making
some profit at that level. In the long term as people become confident that
sets will end up discounted they will stop buying high-cost sets at release -
this is a vicious circle. You do this not by punishing stores but by setting
the right RRP at the start.
(I hope people can see that the long term benefit of the company staying afloat
and the ability to get all sets at a reasonable price is a good reason to
encourage this)
Hope this helps
Psi
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Message has 1 Reply:
 | | Re: Holy Mackerel! LEGO survey...
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| (...) I actually aggree with this. Over the years I have been buying lego, I have bought many sets on sale. I have actually bought things on sale that I would never have paid full price for. Case in point is the 4479 Tie Bomber. I would like to get (...) (20 years ago, 17-Apr-05, to lugnet.general, lugnet.lego)
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Message is in Reply To:
| | Holy Mackerel! LEGO survey...
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| All, I know that some of you have attempted to fill out the survey announced yesterday on LEGOfan.org, only to be turned away with a message about the survey being complete. After some late night phone calls and early morning emails, I've been to (...) (20 years ago, 16-Apr-05, to lugnet.general, lugnet.lego) !!
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