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  • Alternative marketing programs (p.276)
  • http://www.nintendoworldreport.com/pr/12383http://www.wiichat.com/forum/wii-news/4636-wii-marketing-campaign-hit-200-000-000-a.html
  • Clip Discourse analysisWii = We would like to playWii sounds like 'we', which emphasizes that the console is for everyone. Wii can easily be remembered by people around the world, no matter what language they speak. No confusion.Powerful > We = Everyone…togetherness, family-oriented> ii = Innovative, Interactive, IntelligenceNintendo CEO, Satoru Iwata, hassaid that “While some people put their money on the screen, we decided to put ours into thegame experience”, in an attempt to “not just improve the market, but disrupt it.”13Brand Image
  • Customer Engagement– when customer bonded with the brand it will create deep brand association
  • http://www.tgdaily.com/trendwatch-features/43289-nintendo-wii-surrenders-market-share-in-weak-game-console-marketThere was somerecovery in June. Shipments were estimated at 767,000 (down from 1.292 million in June 2008). The Nintendo Wii sold about 361,700 units, theMicrosoft Xbox 360 about 240,600 and the Sony PS3 about 164,700. Nintendo and Sony are well below their year-ago results (Nintendo: 666,700; Sony: 405,500), while Microsoft is actually more consoles than it did a year ago (219,800). Surprisingly, it is Nintendo that is losing market share in these times: It currently holds 47.2%, down from 48.6% in May, down from 51.6% one year ago and down from its all-time high of 65.6% in April 2008.
  • Both Sony and Microsoft have been able to gain ground on Nintendo. Microsoft broke the 30% barrier in June (31.4%) and is up from its 27-28%, which the company held pretty consistently for the past nine months (the exception was December 2008, when the Xbox 360 hit 33.4%). Sony has crossed the 20% mark in May and held it in June (21.5%), a market share level the PS3 has not seen in almost one year, according to the data released by NPD.Lifetime console shipment numbers for the U.S. are 20.7 million for the Wii, 15.5 million for the Xbox 360 and 7.9 million for the PS3. Respective market shares are 47.0%, 35.1% and 17.9%.
  • The new tools that will create value innovation are extremely effective and will help you make four strategic moves that will make an enormous difference in your business. Those four strategic moves are:1. Eliminate those competitive factors your customers really don't care about. They waste your resources and don't get you any more or better business. You are probably just trying to keep up with the competition by providing them.2. Reduce your investment in the competitive factors you need to offer but not at the level you are currently offering them.3. Raise your investment in those factors that the market values but isn't getting enough of4. Create new value the industry has never before seen.Raise· Hardware Accessories· Wireless Controller· Social Gaming· Fitness & Sports· Backward Compatibility· Web Downloads & Online play
  • The Eliminate-Raise-Reduce-Create grid above is the key to breaking the trade-offbetween differentiation and low cost – therefore creating a value curve which will catapultthe product to success. In this case, the most expensive elements (processor and DVD/HD playback components) were eliminated or reduced, thus allowing a lower price and aprofit on the console sale14.The raise strategies mostly point towards the customer buying more peripherals andtherefore increasing overall system revenues. The motion-sense controller makes hardwaremuch more necessary t the Wii platform than any of its competitors; and the accessories(driving wheel, sword, blaster, fishing rod) become the ways to unlock a more participativeplaying experience. This differentiation factor is actually adding revenue potential to the Wii.The Fitness & Sports trend, added to the general Social/Family gaming the Wii hasenjoyed are also revenue generators. The ancillary product is the Wii Sports, bundled withthe basic hardware offering. More than a year after the Wii launch, Wii Fit came out. WiiFit is a balancing board (additional hardware) that comes with a full exercise program,equipped for fun (soccer headers, slalom), Fitness (jogging), Balance activities (Yoga),among others. Some games are specially designed to interact with the board, thus alsodriving game revenue.Finally, the Web Downloads and online play is a central feature to the Wii. Besides thenews and weather forecast the Wi-Fi equipped Wii offers, users can download traditionalgames from the Wii Channel and invite friends to share their customized characters andbe in constant contact.
  • Nintendo has reported a 66% slump in profits after it was hit by a poor performance in its biggest market, the US, and has announced plans to launch a successor to the Wii.The company launched the Wii back in 2006 and in five years Nintendo said it has sold over 86 million units.Nintendo will be hoping that long-term Wii fans will want to upgrade to the new model, along with luring in new customers from its rivals.Nintendo has faced competition from smartphones in the market, along with rise of numerous tablet devices.
  • Nintendo has reported a 66% slump in profits after it was hit by a poor performance in its biggest market, the US, and has announced plans to launch a successor to the Wii.The company launched the Wii back in 2006 and in five years Nintendo said it has sold over 86 million units.Nintendo will be hoping that long-term Wii fans will want to upgrade to the new model, along with luring in new customers from its rivals.Nintendo has faced competition from smartphones in the market, along with rise of numerous tablet devices.
  • When is a games console not a games console?  When it’s an iPhone or iPod touch, of course, and while Apple may only list gaming as a partial purpose of their devices, that hasn’t stopped iPhone OS from picking up a growing chunk of the market.  Software analysts Flurry have stepped up with some new figures that suggest Apple’s iPhone OS has seen its US video game software market share increase five-fold between 2008 and 2009.

Transcript

  • 1. Blue Ocean Strategy(Source: Founded by W. Chan Kim & Renee Mauborgne) Definition  Metaphor of Red Ocean  Difference  Superiority
  • 2. Red Ocean vs. Blue Ocean Red ocean strategy Blue ocean strategy Head-to-head competition Creation of new marketsCompete in existing market space Create uncontested market spaceBeat the competition Make the competition irrelevantExploit existing demand Create and capture new demandMake the value-cost trade-off Break the value-cost trade-off Align the whole system of a firm’s Align the whole system of a activities with its strategic choice firm’s activities in pursuit of of differentiation OR low cost differentiation AND low costSource: (W. Chan Kim, 2010)
  • 3. Put into A Simple WayThe market that’s not being pursued!
  • 4. Nintendo’s HistoryNES Cube Wii Wii U NDS 3DS N64 Game Boy
  • 5. Nintendo’s BottleneckDILEMMA in 2004 Dropped sales Competitors pressure Technology threshold
  • 6. Implementation of BOSLaunched Nintendo Wii in 2006  Reposition/ Alternative market  Brand association  Sales growth  Industrial revolutionSource: (Gruener, TG Daily, 2009)
  • 7. “While some people put their money on the screen,we decided to put ours into the game experience”, in an attempt to“not just improve the market, but disrupt it.” Nintendo CEO, Satoru Iwata
  • 8. $200 million campaign AIDA MODEL• Brand partnerships Catch• As seen on TV attention Cognitive stage Stimulate• Hands-on sampling interests Affective stage• Feeding the buzz Create desires Behavioral stage
  • 9. We, everyone Innovative, InteractiveCorporate ImageBranding Wii Commercial 2006
  • 10. Make your Mii and play it on Wii CONTACT POINT
  • 11. Wii CompetitorsMain competitors
  • 12. Wii CompetitorsSource: (Gruener, TG Daily, 2009)
  • 13. Wii CompetitorsSource: (Gruener, TG Daily, 2009)
  • 14. Why Wii successful?Source: (W. Chan Kim, 2010)
  • 15. Why Wii successful?Source: (O’Gorman1, 2008)
  • 16. Why Wii successful?Source: (Layton, 2009)
  • 17. Product Life Cycle 2008 20112006
  • 18. Wii in 2011
  • 19. New Competitor
  • 20. SWOTAnalysis Nintendo 2011Strengths 1. Innovative and simple game-play. 2. Target Market = people ages 3-112 !! 3. Affordable, Wii = $250 (PS3 = $599)
  • 21. SWOTAnalysis Nintendo 2011Weaknesses1. Limitation of game on Wii Violence 3 party companies = Unhappy 90% of Wii games are developed by the 3rd party companies.2. Nintendo GameCube and Nintendo 64 were not successful. Hard to predict on Wii’s direction Too few Wiis3. Wii VS PS3 Hardcore gamers complain on graphic. Cut cost is a double-edged sword.
  • 22. SWOTAnalysis Nintendo 2011 Opportunities1. PS3 = Sale decreases Wii = Sale increases2. Wii VS PS3 - On the same shelves to compete - Same promotion period
  • 23. SWOTAnalysis Nintendo 2011Opportunities3. Partnership4. Higher rate cost of living Growth in Total Health Expenditure Per Capita, U.S. and Selected Countries, 1970-20085. Health concern Source: (Organisation for Economic Co-operation and Development , 2011)
  • 24. SWOTAnalysis Nintendo 2011Threats 1. Unbalance economy - Oil price rise = Higher Logistic cost 2. IT companies Apple - iPad iPhone BB - Playbook Samsung - Galaxy Tab HTC - Window 7 (Xbox) Source: (Nintendo Co., Ltd., 2011)
  • 25. RecommendationsPartnership with other IT companiesImprove in Customer Relationship Management (CRM) - NinClub60+ - Free Wii to almshouse/nursing home
  • 26. ConclusionThink as a Marketer Don’t play no game that I can’t win Gabor George Burt
  • 27. References• Bold, B. (2011, June 8). Marketing Magazine. Retrieved from http://www.marketingmagazine.co.uk/news/1073885/Nintendo-deploy-Wii-U-fight-gaming- share/• Davies, C. (2010, March 24). Slash Gear. Retrieved from http://www.slashgear.com/iphone- os-grabs-us-game-market-share-from-psp-ds-2478947/• Gruener, W. (2009, July 17). TG Daily. Retrieved from http://www.tgdaily.com/trendwatch- features/43289-nintendo-wii-surrenders-market-share-in-weak-game-console-market• Gruener, W. (2009, July 17). TG Daily. Retrieved from http://www.tgdaily.com/trendwatch- features/43289-nintendo-wii-surrenders-market-share-in-weak-game-console-market• Layton, D. S. (2009, July 6). /blueoceanstrategicplanning. Retrieved from http://blueoceanstrategicplanning.blogspot.com/2009/07/after-you-define-three-tiers-of- non.html
  • 28. References• Moats, B. (2008). Nintendo Wii. Marketing Plan for Marketing Management, 4-12.• Nintendo Co., Ltd. (2006). Annual Report 2006. Tokyo: Nintendo Co., Ltd.• Nintendo Co., Ltd. (2011). Annual Report 2011. Tokyo: Nintendo Co., Ltd.• O’Gorman1, P. (2008). Parmelo Business Review 2008. Wii: Creating a Blue Ocean, The Nintendo Way, 97-107.• Organisation for Economic Co-operation and Development. (April 2011). Growth in Total Health Expenditure Per Capita, U.S. and Selected Countries, Kaiser Family Foundation: http://facts.kff.org/chart.aspx?ch=1964• Pethkar, M. (2011, April 13). Strategy Development. Retrieved from http://strategyatheinz.blogspot.com/2011/04/nintendos-wii-swimming-in-blue-ocean.html• W. Chan Kim, R. M. (2010). Blue Ocean Strategy. Retrieved from http://www.blueoceanstrategy.com/abo/4_action.html