Subject:
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Re: Target market
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Newsgroups:
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lugnet.lego.direct
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Date:
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Mon, 12 Feb 2001 21:07:57 GMT
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Viewed:
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767 times
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How do they know who's buying what percentage? I mean, when I buy a set at
Walmart or Meijers or K-mart (hooray for BOGO) nobody is tracking who I'm
buying it for (almost always me, but I do get them frequently for Birthday
kids). How do I express to Lego that this store purchase is an AFOL and not
a KABOB purchase? When I call Lego direct, I tell them, but otherwise it's
not happening.
Markus
In lugnet.lego.direct, John Neal writes:
>
>
> Todd Lehman wrote:
>
> > In lugnet.lego.direct, John Neal writes:
> > > lol Richard, Richard, are *YOU* listening? AFOLs are not their market!
> > > [...]
> >
> > John,
> > I snipped a lot of stuff, including where you talked about an AFOL:KABOB
> > ratio, so I get what you're saying, but I want to focus on the above.
> >
> > Richard was making a point about the secondary market and bulk offerings.
> > That's basically AFOL territory that TLC is currently not capitalizing on.
> > It's impossible to know how much money is being lost, but I'd speculate that
> > it's far less than how much is being lost by not capitalizing on ways to sell
> > bulk to kids.
> >
> > Where it can become confusing is things like this...
> >
> > http://www.lego.com/info/pressspecific.asp?PressReleaseId=163&Year=2001
> >
> > ...wherein it's mentioned that "There appears to be no uper age limit for
> > the popularity of LEGO MINDSTORMS. Around half the owners of these sets are
> > adults between the ages of 25 and 45."
> >
> > And things like this...
> >
> > http://news.lugnet.com/general/?n=11596
> >
> > ...wherein it's mentioned that "the LEGO Company asks to open a dialogue with
> > you, our consumers. Whether you are an AFOL, or a parent purchasing a first
> > DUPLO set, or a KABOB (Kid with a Bunch of Bricks - we just made that up),
> > here are some words that should gladden your hearts: We are listening. And
> > more than that, we will endeavor to be very responsive to your needs and
> > desires."
> >
> > From statements like those (and there are other examples), I think it's
> > perfectly reasonable to conclude that AFOLs are indeed part of TLC's market.
> > But just *how big* a part?
>
> Yes, the $64 question.
>
> > How important relative to kids? I don't think
> > TLC has ever really said definitively (as in straight from the horse's mouth,
> > in a press release or annual report, for example), but I think we can still
> > draw conclusions. The conclusion I draw from all available evidence is that
> > TLC still markets primarily to children but wants to very gradually expand
> > that to include teens and adults.
>
> I agree completely. And I think LD's offerings will reflect that. I would love
> to see the stats on who is primary purchaser of the bulk offerings. I would bet
> that an impressive share is AFOLs.
>
> > What we need here is a year-by-year pie chart showing the percentages of
> > product going to various age ranges. Only LEGO knows that info and I doubt
> > they'd share it (for competitive reasons), but I'll bet you that the segments
> > containing age ranges 20+ are on the rise -- gradually -- over the past 10
> > years.
>
> Without a doubt. And I would even argue this: that although we as AFOLs don't
> have the financial impact that 100,000s of KABOBs have, we are organized (LUGs
> and LTCs), and have clout as a major presence on the WWW (thanks to your efforts
> through LUGNet, Todd:-)
>
> -John
>
> > And that's good.
> >
> > --Todd
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Message is in Reply To:
 | | Re: Target market
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| (...) Yes, the $64 question. (...) I agree completely. And I think LD's offerings will reflect that. I would love to see the stats on who is primary purchaser of the bulk offerings. I would bet that an impressive share is AFOLs. (...) Without a (...) (24 years ago, 10-Feb-01, to lugnet.lego.direct)
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