group project

Group Project Instructions

MKTG 331

Everything You Need to Know About LEGOLAND New York, LEGO's Biggest Theme Park Yet

LEGO fans can go crazy at seven different themed lands, with 50 rides and attractions.

By Marisa Lascala

Feb. 5, 2020

Update, March 30, 2020: Because of the COVID-19 outbreak, the opening of LEGOLAND New

York Resort is delayed until 2021. An exact date has not been announced.

Original, February 5, 2020: Lovers of all things LEGO are going to have one more reason to be

happy this year, when LEGOLAND New York Resort opens. This will be the company's third

LEGO theme park to open in the United States; there are currently locations in California and

Florida. And, when the ribbon is cut, it's going to be the largest LEGOLAND ever built to date.

LEGOLAND New York will open on July 4, 2020, with seven lands and cool rides.

Park developers Merlin Entertainments announced that LEGOLAND New York will be opening

over Fourth of July weekend. At its launch day, 150 of the 500 acres will be ready. They'll be

organized into seven different "lands":

LEGOLAND

You'll enter through the "Factory," and experience the LEGO manufacturing process from the

point of view of a minifig.

Bricktopia is the land where wannabe Master Builders can make creations, and test them up

against a table that simulates an earthquake.

LEGO Ninjago World gives kids a chance to be aspiring ninjas — they can enroll in a ninja

training camp, where they'll "learn to spin, climb, and become a master of the elements."

Knights’ Kingdom will feature a huge LEGO castle, and also a Dragon-themed roller coaster.

LEGO City is home to minifigs who are looking for heroes, and your kids can learn to be fire

fighters or other rescuers.

Pirate Shores lets kids climb around on a pirate ship and play with water.

Miniland, which is a feature of every LEGOLAND, re-creates cities, landmarks, and other

attractions re-built in miniature entirely out of LEGO bricks.

Each of these lands will have its own rides, attractions, shows and activities — there will be 50

in total. One of the main attractions will be the LEGO® Factory Adventure ride, where riders will

be "shrunken down" and journey on a ride, following along as LEGO bricks get made. At one

point, riders will get to see themselves transformed into LEGO minifigs that look just like them!

According to a LEGOLAND press release, this requires "the world's most advanced motion

tracking and facial detection technology." LEGO bricks may look simple, but becoming one takes

a lot of work.

LEGOLAND New York Resort will be appropriate for kids between the ages of 2 and 12.

And their parents, too, of course. The park notes that most of the rides are designed for the family

to enjoy together. But you have to plan it right: While there may be some educational areas that

stay open in winter, and while the hotel will be a year-round destination, the park will only be

open from late spring to early fall.

When the park is open, if you don't care about the rides — if you're in it for the merch and the

merch only — a shopper's pass will be available. You'll be able to go in and make your purchases

for one hour.

But heed your time: You'll need to leave a day's worth of admission at the gate as a deposit, which

will be returned to you once you leave within the hour time limit. (Whether or not that's a money-

saving option depends on how many LEGO sets you walk home with — sadly, you can't use gift

cards at the park.)

You can already buy tickets and annual park passes.

The pricing tickets starts at $63 for a one-day admission, but if you plan on being a repeat visitor,

you might want to look at some of the other pricing tiers. A $110 Premium Pass, for example,

allows you unlimited entrance to the park for 12 months after your first visit and gets you perks

like free parking, so it's the better deal if you plan on going twice. A $200 Gold Pass will also get

you free entrance to other attractions from Merlin Entertainments, like Sea Life aquariums or

Madam Tussaud's wax museums.

If you're looking to make a whole weekend out of the trip, you can also check out the vacation

packages being offered, which include discounts on stays at partner hotels. A LEGOLAND hotel

is in the works — just steps from the park, and obviously LEGO-themed — but it won't be open

until 2021, so these are your best bets.

There are international cities that have LEGOLAND theme parks, too; the first one built was

actually in Billund, Denmark. In addition, you can find them in Günzburg, Germany; Windsor,

England; Nagoya, Japan; Iskandar Puteri, Malaysia; Dubai, UAE. After Goshen, the next parks

are planned to open in Gangwon Province, South Korea and Shanghai, China. Who's adding

"Visit All the Legoland Theme Parks" to their bucket list?

Source:

Lascala, M. (2020, Feb. 5). Everything You Need to Know About LEGOLAND New York,

LEGO's Biggest Theme Park Yet. Good Housekeeping. https://www.goodhousekeeping.

com/life/travel/a28943341/legoland-new-york-goshen/.

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Your group has been hired by LEGOLAND to help drive sales for its New York location which

will open soon. The CEO of LEGOLAND has asked you to write a report that addresses the

following topics. In addition, your group will present key findings from this report to the senior

management team during our last class in week 8.

Your paper should clearly address the following items, in the following order.

Who are the likely consumers of this service (Chapter 1)?

• Market segmentation: identify the potential consumers based on demographics, geography, lifestyle, behavior, etc.

• Is popular culture a factor?

• Then discuss which country would be more attractive to enter looking at each of these three systems and why.

How will this service be perceived (Chapter 3)?

• How do you recommend the company uses sensory marketing? Create at least one example for the company to use and explain how this example may be effective.

How should the company motivate consumers to purchase this service (Chapter 5)?

• Will the need for this service be utilitarian or hedonic? Why?

• Assume that some consumers may have motivational conflicts when deciding whether to purchase this service. Create at least one example of a possible motivational conflict, and

then how the company can structure its message to alleviate this conflict.

• What type(s) of affective responses may consumers experience when considering purchasing this service? How can the company use these (positive and/or negative

affects)?

• What type(s) of consumer involvement do you believe will be most effective in marketing this service? Why?

How should the company consider/leverage consumers’ self-concept in marketing this

service (Chapter 6):

• How can consumers’ self-concept come into play? How may the concepts of the real self, the ideal self, and the avoidance self have and impact on consumer behavior related to this

service?

Discuss how consumers’ personalities and psychographics (including lifestyle) may impact

consumer behavior toward this service (Chapter 7):

• Identify and apply the Big Five Personality Traits to determine the most likely consumers of this service.

• Create a Buyer Persona for the most likely consumer of this service.

Discuss consumers’ likely attitudes toward this service (Chapter 8):

• Which of the three hierarchies of effects will consumers most likely go through in developing an attitude about this service? Why?

• How should the company try to persuade consumers to purchase this service – should the appeal be rational or emotional? Why?

How will consumers decide whether to purchase this service (Chapter 9):

• Identify and apply the steps in the cognitive decision-making process to a typical consumer who may be deciding whether to purchase this service. Be sure to recommend steps the

company can take to influence the consumer at each stage in this process.

How may income and social class play a role in consumers’ deciding whether to purchase

this service (Chapter 12):

• Discuss and apply how the following concepts may impact a consumer’s decision about whether to purchase this service:

o discretionary income, how the company may use income-based marketing, whether social class may come into play, and whether this service may be a status symbol.