MK2002 - Nintendo AVSD - Marketing Communications Plan

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MK2002 Marketing Communications, In-Class Trade Launch Presentation, London Metropolitan University, London, UK (January 2011)

Topic: Presentation of the annual Marketing Communications Plan for the Nintendo AVSD product launch. The Nintendo AVSD is a new product for the hi-fi market in the UK developed by second year students of the London Metropolitan University.

http://uk.linkedin.com/in/marianzinn
http://about.me/marianzinn

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MK2002 - Nintendo AVSD - Marketing Communications Plan

  1. 1. January 2011 – Trade Launch Presentation MK2002N – Marketing Communications – London Metropolitan University By: Marian Zinn, Georgina Barnor, Claudia Padourek, Moonika Kargenberg, Manami Katsu
  2. 2. TRADE LAUNCH OBJECTIVES Introduce Nintendos new product development  UK consumer market launch 1st May 2011 Reasons for selling Nintendos new product  becoming an integral part of our supply chain Nintendo’s communications activities  our support in building consumer demand
  3. 3. PRESENTATION AGENDAThe Hi-Fi & Home Entertainment Market - Trends & Opportunities Product Revealing - Marketing Mix and Attributes USPs & ESPs – Product Differentiation The Target Market - our identified consumer segments Nintendos Marketing & Communications Objectives ATL & BTL Communications Activities
  4. 4. THE HOME AUDIO MARKET Category: brown goods  Consumers view: luxury goods
  5. 5. HOME AUDIO PRODUCTS PORTABLE AUDIO PRODUCTS All-in-one CD Mp3 player players Radio Mini Separate player Disc s
  6. 6. WAY MUSIC IS CONSUMED HAS CHANGED Computer Multimedia Digital s Devices TV Smart Memory phones cards
  7. 7. UK RETAIL SALES – AUDIO EQUIPMENTSource: Mintel 2009Main Competitors: Samsung, Sony, Panasonic and Alba
  8. 8. RELATIVE PERFORMANCE (M)450400350 Home Cinema300250 Hi Fi Systems200 Audio Seperates150100 Other Home Audio & Cinema50 0 2005 2006 2007 2008 2009
  9. 9. TRENDS
  10. 10. IDENTIFIED MARKET OPPORTUNITY Integrated home- Shift of consumer entertainment preferences towards systems 30% of 25-54 UK consumersSource: Keynote 2008 Home Entertainment MarketAssessment
  11. 11. IDENTIFIED MARKET OPPORTUNITY 75.4% of the age 15-19 would buy integrated systems Strong growth opportunity as younger generations grow older = increased spending power Forecasted Integrated Growth market Home Entertainment SystemsSource: Keynote 2008 Home Entertainment MarketAssessment
  12. 12. REVEALING OUR NEW PRODUCT To exploit opportunities Nintendo has developed Integrated Home Media Centre
  13. 13. NINTENDO AVSD Product Capabilities  Dealer price: £499  Retail price: £799  Touch screen  Play music  Audio streaming  Watch movies  View pictures  Rechargeable docking system Nintendo AVSD
  14. 14. POSITION IN THE MARKET High Quality Product Beosound 5 £5,000 AVSD £799Low Price High Price Sony Pure Sensia £249 Low Quality Nintendo AVSD
  15. 15. NINTENDO AVSD DIFFERENCIATION“This is why and how your life will be better if you buy the Nintendo AVSD" Unique Emotional Value Selling Selling Perception Propositio Propositio & Image ns ns
  16. 16. UNIQUE SELLING PROPOSITIONS INTEGRATION Multimedia Hub Wi- CONNECTIVITY & DATA STORAGE Fi, 3G, Bluetooth, U SB & Cloud Storage Wireless, Thin, PortaDESIGN & USABILITY ble & Touch Screen
  17. 17. EMOTIONAL SELLING PROPOSITIONS Power of Feelings Happiness, fun, connectingNintendo AVSD people Music & images stimulate emotional responses Celebrity Endorsements
  18. 18. TARGET AUDIENCE Target right people Nintendo AVSD
  19. 19. TARGET AUDIENCE  Build relationship Loyal customers Trade buyersEmployees Nintendo AVSD
  20. 20. TARGET AUDIENCE  Innovators of technology  Couples and families  Teenagers Nintendo AVSD
  21. 21. OBJECTIVESWithin 12 months 1-5% Market share Nintendo AVSD
  22. 22. OBJECTIVES Awareness Communication objectives Demand Persuasion Nintendo AVSD
  23. 23. ABOVE THE LINE TACTICSMedia flow plan Nintendo AVSD
  24. 24. ABOVE THE LINE TACTICS Televisio Mobile n Online MobileOudoor Nintendo AVSD
  25. 25. BELOW THE LINEMagazines Event s Sales Promotion Direct marketing Nintendo AVSD
  26. 26. BELOW THE LINE 10% off (Oct ‘11, min 2000 units) 5% off (May 12’, min 2000 units) 10% off (Jan/ Feb ’11, min 1500 units) Nintendo AVSD
  27. 27. ?
  28. 28. REFERENCES Smith, P., and Taylor, J. (2004). Marketing Communications: an Integrated Approach, 4th edition. London: Kogan Page Limited Fill, C. (2009). Marketing Communications: Interactivity, Communities and Content, Pearson Education Limited: Essex, UK Adwatch (2009). ‘Marketing (00253650’) [online]. Available at: Business Source Premier [Last accessed 1 November 2010] Mintel (2009a). Market Re-forecasts - Technology - UK - March 2009 [Online]. Available from: http://0- academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=44727 3 [Last accessed 29 October 2010] Mintel (2009a). Market Re-forecasts - Technology - UK - March 2009 [Online]. Available from: http://0- academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=44727 3 [Last accessed 29 October 2010] Mintel (2009e). Technology in the home- UK- April 2009 [Online]. Available from: http://0- academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=39392 5 [Last accessed 2 November 2010] Mintel (2010b). Electrical Retailing - UK - May 2010 [Online]. Available from: http://0- academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=48076 9 [Last accessed 30 October 2010] GMID (2010). Home Audio and Cinema - United Kingdom [Online]. Available from: http://0- www.portal.euromonitor.com.emu.londonmet.ac.uk/Portal/ResultsList.aspx [Last accessed 8 December 2010] Key Note (2008f). Home Entertainment [Online]. Available from: https://www.keynote.co.uk/market- intelligence/view/product/2116/home-entertainment/chapter/6/audio-equipment?highlight=audio [Last accessed 08 November 2010] ONS (2010). General Lifestyle Survey 2008, Office for National Statistics [Online]. Available from: http://www.statistics.gov.uk/downloads/theme_compendia/GLF08/GLFoverview2008.pdf [Last accessed 08 November 2010]

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