NINTE
NDO
WII
T AN
NE
R G
UI L
D,
MO
NI C
A K
EM
PS
KI ,
MA
T T
SI M
ON
I DE
S
BACKGROUND INFORMATION
Wii Background Released Nov. 19th, 2006 Why “Wii”? Wii is Nintendo’s 5th game console and the successor
of GameCubeNintendo Background Located in Kyoto, Japan Founded by Fusajiro Yamauchi on September 23rd,
1889 Sold playing cards at first
Developed into most influential video game company Third most valuable corporation in Japan ($85
billion) Releases include GameBoy, GameCube, Nintendo DS
and NES (Nintendo Entertainment System)
CURRENT MARKETING SITUATION
Major Competitors and Products Microsoft’s Xbox 360 Sony’s PS3
Competitive Position Market leader
Estimated Growth Rate Game and game hardware sales are all down
Retailer GameStop has seen January 2012 sales fall 34% and February 2012 sales fall 20%
Trends and Changes in the Market iPad’s emergence is a threat
Playstation Vita and Wii U
CURRENT MARKETING SITUATION
YTD Sales Comparison
SWOT ANALYSIS
Strengths Motion Control Price Variety of game titles Wii Channels
Netflix, Hulu Plus, News, Forecast, and Photo
Accessories Nintendo brand Simplified and social gameplay
Weaknesses Poor online gaming Lacks some major titles such as Call of
Duty and Halo Graphics Menu navigation can be frustrating
SWOT ANALYSIS
Opportunities Customers are expecting more capabilities with their devices
because of iPhones and iPads Room for better relationships with third party game producers
Getting games from outside the company Health-conscious consumersThreats Motion controllers are available to anyone
Competition forces Nintendo to lower prices Poor economy
SEGMENTATION STRATEGYDeveloped countries
Affluent population of developing countries as well
Upper/Middle Class FamiliesLower Class FamiliesSoccer MomsYounger BoysYounger GirlsGeneration YHealth-conscious Working IndividualsGrandparentsChildless CouplesNintendo enthusiastsSmartphone enthusiastsNetflix and Hulu Plus Account Holders
Differentiated Approach:
Upper and Middle Class
Families
Soccer Moms
Generation Y
Grandparents
Smartphone enthusiasts
Childless Couples
TARGETING STRATEGY
POSITIONING STRATEGY
Step 1: Identify possible competitive advantages Price Exclusive Features Gaming Style Social AttributesStep 2: Select the right competitive advantage… FAMILY Relate all possible competitive advantages to the family Emphasize the Wii as a family product that is inexpensive, has more
family-oriented games and is easy for anyone to useStep 3: Communicate and deliver chosen position: New slogan…
Wii produce the action, YOU produce the fun!
PRODUCT STRATEGY
Shopping Product Purchases for hardware, games and accessories are bought on a
casual yet infrequent basisProduct Life Cycle Maturity StageA New Direction: Have more apps available on the Wii Build co-branding relationship with…
Facebook, Twitter, YouTube, Tumblr, Flickr, Skype, Pandora, etc. Use social media capabilities to market games
Re-Design Update product design Include stickers of app logos
PRODUCT STRATEGY
PRICING STRATEGY
Competition-Based Pricing Price lower than Xbox 360 and PS3 Keep it affordable for families
Their variety of tastes will encourage the purchases of the many accessories Wii offers
Bundle Product Pricing Family Bundle
Includes hardware, 4 controllers, the latest Mario Party game and Wii Sports
Fitness Bundle Includes hardware, 2 controllers, Wii Fit, Wii Fit Balance Board and
Wii Sports Party Pack
Includes hardware, 2 controllers, Mario Kart, Mario Party and Dance Dance Revolution
DISTRIBUTION STRATEGY
The Distribution Process Parts are bought from various suppliers and constructed at the Nintendo
factories in Japan The product is distributed to branches in the United States and Europe
Inspected and correct packaging applied Distributed to retailersChannel Intensity and Levels Three Channel Levels
Manufacturer Wholesaler Retailer Consumer Wholesalers:
Mega Goods, Super UFO, Ingram Entertainment, Light in the Box and BRE Software
Retailers: Wal-Mart, Target, Best Buy, Game Stop, Toys-R-Us
Type of Marketing System
Conventional Parts received from
outside Intermediaries will either
operate independently or within an arrangement
Horizontal Will be sold in stores as
well as online
DISTRIBUTION STRATEGY
PROMOTION STRATEGY
P U S H S T R A T E G Y
Prominent store displays
Demo kiosks
P U L L S T R A T E G Y
Massive Advertising and Sales Promotion Campaign
PROMOTION STRATEGY
Advertising Objectives:
1. Inform
2. Persuade
3. Remind
Message: Slice of Life Lifestyle
PROMOTION STRATEGY
Sales Promotions Competitions and Prize Drawings
Public Relations Media Relations Special Events
Direct Marketing Kiosks Wii-Mobile
Internet Marketing
Why Not Personal Selling?
Top Related