Mock Nintendo Wii Marketing Plan

2. BACKGROUND INFORMATION
Wii Background
 Released Nov. 19th, 2006
 Why “Wii”?
 Wii is Nintendo’s 5th game console and the successor of
GameCube
Nintendo 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)

3. 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

4. CURRENT MARKETING SITUATION
YTD Sales Comparison

5. 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

6. 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 consumers
Threats
 Motion controllers are available to anyone
 Competition forces Nintendo to lower prices
 Poor economy

7. SEGMENTATION STRATEGY
 Developed countries
 Affluent population of developing
countries as well
 Upper/Middle Class Families
 Lower Class Families
 Soccer Moms
 Younger Boys
 Younger Girls
 Generation Y
 Health-conscious Working
Individuals
 Grandparents
 Childless Couples
 Nintendo enthusiasts
 Smartphone enthusiasts
 Netflix and Hulu Plus Account
Holders

8. TARGETING STRATEGY
Differentiated
Approach:
 Upper and Middle Class
Families
 Soccer Moms
 Generation Y
 Grandparents
 Smartphone enthusiasts
 Childless Couples

9. POSITIONING STRATEGY
Step 1: Identify possible competitive advantages
 Price
 Exclusive Features
 Gaming Style
 Social Attributes
Step 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 use
Step 3: Communicate and deliver chosen position:
 New slogan…

10. Wii produce the action, YOU produce the fun!

11. PRODUCT STRATEGY
Shopping Product
 Purchases for hardware, games and accessories are bought on a casual yet
infrequent basis
Product Life Cycle
 Maturity Stage
A 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

12. PRODUCT STRATEGY

13. 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

14. 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 retailers
Channel 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

15. DISTRIBUTION STRATEGY
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

16. PROMOTION STRATEGY
P U S H S T R AT E G Y
 Prominent store displays
 Demo kiosks
P U L L S T R AT E G Y
 Massive Advertising and
Sales Promotion
Campaign

17. PROMOTION STRATEGY
Advertising
 Objectives:
1. Inform
2. Persuade
3. Remind
 Message:
 Slice of Life
 Lifestyle

18. 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?