MKT465 | Brand Management

Midterm Assignment

Submitted by: Submit to:

Mr. Omar Nasif Abdullah
Umma Salma Kashfia
Lecturer
ID# 1521388630
Department of Marketing and International
Section - 1
Business
North South University
 SECTION: A
Answer to question-1
The success parameter in Singapore’s culture is how a person is academically gifted and how
successful they are professionally. So eventually, every person in Singapore tends to be more
competitive than their peers. For that, the Singaporean parents also tries to infuse this cultural
norm to their children at a very early age. They try to make their kids academically successful at
such an early age that they want their kids’ toys to be something that they can learn from instead
of traditional toys that does not necessarily teach their kids anything.
Due to fast internet service, cheap tablets along with variety of educational apps were becoming
favorite among Singaporean parents. Hence, the sales of traditional toys like Lego decreased by
13% from 2014 until the 1st quarter of 2015. Therefore, Lego had to rebrand itself by changing
the perception of the parents that it can be educational too by giving their children the
opportunity of expanding their creative thoughts and building the Singapore city that the children
want to see in the next 50 year in their campaign called “Rebuild Your Memories”. Through this
campaign, Lego tries not only to increase its sales but also that the customers keep a loyal
relationship with them. The intensity of loyalty can be described in the Brand Resonance Model.

4. Relationship

Resonance

3. Response
Judgment Feeling

2. Meaning
Performance Imaginary

1. Identity
Salience
1. Identity: this is the stage where a brand creates awareness. In other words, this stage
creates the ‘top of mind’ whenever we hear about something.
• Salience : the Singaporean consumers are already aware of Lego but they think
these are irrelevant. The brand tries to communicate what it is about, its category
and how it is relevant to its customers. Although, Lego is the market leader for
plastic building block toys, it is still considered un-educational and irrelevant for
kids in the mindset of Singaporean parents. So in order to change that, Lego’s
Rebuild Your Memories campaign created awareness to break the ice and change
the traditional perception that it can also be very educational by expanding the
creativity of the children and creating the future of their beloved Singapore city.
Now it is also relevant to the competitive culture of Singapore.

2. Meaning: in this stage, customers want to know everything about a particular brand in
terms of its functional and emotional aspects.
• Performance : the performance of a product is capable of telling about the
functionality and quality of a product. They are produced with ABS Plastic that
provides high class building-blocks with connective grips and high gloss. Their
products are tested in a lab with 24/7 customer care service. Its Point-of-
difference (POD) from its customer is it provides customized option with
figurines, it loved by the “bigger” children who are at a learning and creating
stage of their life and it is collaborating with other big companies like Disney and
Warner Bros.
• Imaginary : Lego is associated with family image as most of the parents in
Singapore have at least heard about and even played with Legos themselves when
they were kids. So those parents can relate to themselves and help their children
to create their own imaginations. Moreover, even adutls took part in recreating
what their favorite memories from the last 50 years.

3. Response: in this stage the customers response whether they want to try a product or
not, and based on the trial the customers may have a positive or negative opinion of an
offering. This stage depends on how the communication is done in the previous 2 stages.
• Judgment : Lego is very innovative, like coming up with limited edition
Singaporean icons like Toa Payoh Dragon Playground, cable cars and ice-cream
bikes. The parents may have a judgment the brand that Lego is also very
educational as it increases the creativity of the kids and also showcases that what
the future generation wants Singapore to be. And with those unique building
pieces children can build whatever they want to build.
• Feelings : Lego imitates “fun” image to children and “reminiscence’ to adults.
Children playing with Lego had fun in the campaign and also building what they
want their city to be like. For instance, kids mentioning a kid wants to move her
father’s office so that he gets more time to play with her, also a dog-friendly
 playground where dogs can socialize. Also, adults can build things that they
reminiscence about what they miss about their city from the last 50 years.

4. Relationship: this is the stage where the customers actually builds loyalty about an
offering and provides positive word-of-mouth.
• Resonance : the campaign was so successful that they surpassed their KPI interms
of sales growth, PR value and social reach & engagement. Furthermore, the
campaign was so successful that they got inspired and created first global
campaign in 30 years called “Rebuild the World” in 2019.

Answer to question-2
The target customers of Lego includes not only kids but also their parents who will eventually
buy them the Legos and also the adults who are collectors and fans of Star Wars and Batman
(collaborators of Lego) who wants to buy their merchandise.
The “Rebuild Your Memory” campaign targeted towards mainly to the parents who thinks Legos
are un-educative toys. Singaporean culture is infused with the thought that since they have a very
competitive culture of academic excellence and a successful profession. This competitive nature
should start from the very beginning that is childhood. So, the Singaporean parents want their
kids to have things like variety of educational apps and cheap tablets that will help them learn
about things like math and science. Creative quality is not that popular among Singaporean
parents in their competitive culture. Lego want to change this perception into being educative
toys as creativity of the kids will help with their brain development and it will help them to
express what they want in the future and building a better tomorrow. Moreover, this campaign
also wants to promote the builders of the iconic buildings in Singapore because the SG50 event
was only celebrating the building, not acknowledging the fact that the iconic buildings are only
possible for the hard work, dedication and the creativity of their human builders. This campaign
comprises of three stages: social media, content and on-ground activation.
First, the campaign created a contest that was hosted on Facebook where kids and adults could
recreate and submit their favorite memories from the past 50 years using Legos. Next, they
invited the winners of the contest at Lego SG50 event where they drew attention by designing
limited edition Legos like their iconic Toa Payoh Dragon Playground, HDB flats, cable car and
ice cream bikes. They also invited their PR personnel, press and radio spots to drive attention in
the SG50 event. Finally they created a social experiment in the shape of a film where kids were
asked to build what they want Singapore to look like in SG100. The film delivers the emotional
touch-points by showing that they want parks where they can socialize their pets to other animals
and also moving offices near their homes so that their parents can come home as soon as possible
to spend time with their children.
Their initial motive was to increase sales at the event. But, one of their substantial target
customers, the parents of the kids, think Legos are not useful for their kids as they would not
learn anything by playing with them for sustaining in their very competitive culture. So at first,
Lego has to change the perception of the parents by portraying Legos as one of the toys that will
help their kids to expand their creativity, as opposed to variety of learning apps, fast internet
connection and cheap tablets. Through their “Rebuild Your Memories” campaign, Lego made it
possible for the parents to think that expanding creativity is as important as logical learning like
math and science. This shows that their choice of channel is relevant to their target customers as
Lego has expanded this campaign as the first global campaign of 30 years called “Rebuild the
World” that aims children’s skills to succeed in the future world.

SECTION: B
Answer to question-5

The new package name is “Nobin” that is targeted towards the youth generation (Generation -Y)
of all around Bangladesh. Teletalk may use customer engagement for marketing their package is
this may make the potential customers feel a sense of belongingness and also bring up the
opportunity of two way communications, since marketing only through TVCs, billboards and
leaflets are not enough to attract new customers. This is because, lately, people are flooded with
so many information everywhere that they, especially the younger generation, have a very short
span of attention (around 8 seconds) for an advertisement in social media or other TVCs.

Nobin Time Tariff

Call type 24 hour Teletalk to Teletalk Teletalk to other
3 super FNF 7.7 paisa/10 seconds
10 FNF 9 paisa/10 seconds 11 paisa/10 seconds
Voice call 25 paisa/10 seconds 27 paisa/10 seconds
SMS 40 paisa / SMS

I, as a Marketing and Brand consultant of Teletalk’s “Nobin” package, consider value based
pricing approach while designing the package, targeting the generation Y by conducting the
“Nobin Campaign” in various university students all over Bangladesh. This is because if I
consider Grameen Phone’s “Bondhu” package as my direct competitor then I have to consider
the network coverage and the pricing of Grameen Phone. As the network coverage for Grameen
Phone is the strongest among all the 5 telecom operators of Bangladesh, it would not be feasible
for Teletalk to compete with Grameen Phone by having the least number of market share. In
addition, it will take years for Teletalk to attain the strong network coverage quality like
Grameen Phone as it is the best in terms of network coverage. On the other hand, Grameen
Phone charges the most among all of the 5 telecom operators, so it is easy for Teletalk to
compete with them in terms of pricing. As the market leaders of telecom operators attains
economies of scale, Teletalk as producing the less units cannot attain economies of scale so the
cost for producing per unit is high. So they should focus on achieving lower unit cost by
producing more, but at first it need to gain more market share, and for that they should attain
customers by lowering the costs especially if the “Nobin” package targets the youth generation.
So for this, value based pricing that is how much are ready to pay, since following the cost based
pricing can lead to expensive call rates to end customers. Value based pricing considers how
much customers are ready to pay. Teletalk has less number of units produced so cost per unit is
high so cost based pricing will be more for the end customers of Teletalk. In addition, since
Teletalk does not have loyal customer base like Grameen Phone it should attain more customers
by cutting the price for them as consumers may not have a high value for Teletalk initially hence
paying lower than its competitor Grameen Phone, and gradually increasing the market share for
Teletalk. This strategy might incur loss at the beginning for Teletalk but price cutting is possible
for them as it is the only telecom operator in Bangladesh which is owned and supported by the
Bangladesh government. Once it gains some market share, it can minimize its costs by shifting to
cost based strategy later.

References
Dodge, A. (2020). How Lego Keeps Winning Fans Wherever It Goes. Retrieved from Referralcandy Blog:
https://www.referralcandy.com/blog/lego-marketing-strategy/

Hammeett, E. (2019, September 2019). Lego’s CMO ‘fires up’ creativity in first global campaign in 30
years. Retrieved from Oyesterscatchers: https://www.marketingweek.com/lego-rebuild-
creativity-global-campaign/

Konop, C. (2018, January 31). Lego Final Audit Book. Retrieved from Slide Share:
https://image.slidesharecdn.com/legofinalauditbook-180131040627/95/lego-final-audit-book-
23-638.jpg?cb=1517372043

Singh, D. (2017, April 13). The Differences Between Value-Based Pricing & Cost-Based Pricing. Retrieved
from Clipped Code: https://medium.com/clippedcode/the-differences-between-value-based-
pricing-cost-based-pricing-
9806f40e2a22#:~:text=When%20a%20company%20uses%20cost%2Dbased%20pricing%2C%20i
t%20prices%20between,customers%20are%20willing%20to%20pay.