The document provides an analysis of Nintendo's Wii U marketing strategy. It includes sections on the company background and positioning, the macro and micro environment analysis, a SWOT analysis, and details of the Wii U marketing mix. The summary is: The document analyzes Nintendo's marketing of the Wii U video game console by providing an overview of the company history and target audience, an analysis of the macro environment including technology trends and the video game industry outlook, and a micro environment analysis of competitors and demand trends. It also includes a SWOT analysis and details of the Wii U product, pricing, placement, and promotional strategy.

1. Audit marketing : Wii U analysis.

2. Table of contents:
1. Company
A. History
B. Positioning
C. Target
D. Marketing strategy
i. Mission
ii. Values
iii. Objectives
iv. Activities
2. Macro-environnement
A. Economical
B. Natural-Ecocological
C. Technological
D. Socio-cultural
E. Legal
F. Demographical

3. Table of contents:
3. Micro-environment
A. Offer
B. Demand
4. SWOT
5. Marketing mix
A. Product
B. Price
C. Place
D. Promotion: communication plan
6. Suggestion
7. Sources
8. Conclusion

4. 1. Company:
A. History
1900 - Started as a playing cards manufacturer
60-70 - Went public.
Start
- Focus on electronic toys and video games.
80-90 - Leader in the video game industry.
- Competitors emerge.
1990 - Sony PlayStation + PC.
2000 - Xbox.
2006 - Developed a new type of console / new gaming experience : the Wii.
Wii

5. 1. Company:
B. Positioning
Interactive
New Fun
For everybody

6. 1. Company:
C. Target
 Selective specialization
 Hardcore / Casual gamers
 Women | Kids | Elder ly but still active
 Gaming | Exercises
 Motion controller

7. 1. Company:
D. Marketing strategy
Mission
Activities
Marketing Values
strategy
Objectives

8. 1. Company:
D. Marketing strategy
i. Mission
 Producing the best products.
 Delivering the best support services.
« Treat every customers with attention, consideration and respect »
Mission
Source: http://www.nintendo.com/corp/mission.jsp

9. 1. Company:
D. Marketing strategy
ii. Values
 Courtesy.
 Dignity.
 Respect.
« For employees, temporary workers, contractors, vendors, customers and visitors »
 Safety.
Values
Source: http://www.nintendo.com/corp/mission.jsp

10. 1. Company:
D. Marketing strategy
iii. Objectives
Wii U : Sales objective
6
5
4 Million units sold
3
2
1
0
November March
Objectives 2012 2013

11. 1. Company:
D. Marketing strategy
iv. Activities
Home c.

12. 2. Macro-environment:
A. Economical
 Most sold.
Millions units sold
100
Wii
50 Xbox 360
PS3
0
 Forecast: 5.5 millions by March 2013

13. 2. Macro-environment:
A. Economical
 Video games turnover: $52 bn (2011) | $86.7 bn (2012)
 By 2015:
- 600 millions games for consoles
- 8 billions new gaming platforms (tablets, smartphones, TV connectected)

14. 2. Macro-environment:
B. Natural-ecological
 Energy consuming
 Same as two brandnew fridges!
 50% don’t turn off their consoles between two gameplays.
 With energy saving, USA would:
- Save 11 billions kWh electricity.
- Decrease CO2 emission with 7 millions tons.
Source: http://www.consoglobe.com/consoles-jeux-gourmandes-energie-2845-cg

15. 2. Macro-environment:
C. Technological
 Miiverse = social network for the Wii U
 Connect & socialize with avatars/characters
 Most user-friendly controller
 Multiplayers & Multiscreens
 Remasterisation of Nintendo’s classic games (Super Mario, Zelda,…)

16. 2. Macro-environment:
D. Socio-cultural
 USA: 211.5 millions people play games consoles
 France:
- 1 out of 2 homes have a games console
- 40% of the gamers are parents
- 38% of them are « gamers »
- 1 player of 2 is a woman
 Mobile = larger segement than the « core gamers »

17. 2. Macro-environment:
E. Legal
 Intellectual property & copyrights
 Partnerships to develop games
F. Demographical
 World’s population increases

18. 2. Micro-environment:
A. Offer
 Unlikely to see many new entrants.
 Barriers, costs,…
 Direct competitors:
Source: NPD

19. 2. Micro-environment:
A. Offer
 Indirect competitors :
- Handheld consoles (i.e Sony PS Vita)
- Computers
- Smartphones
- Tablets
 Competitive advantage :
- First video game console of the 8th generation

20. 2. Micro-environment:
B. Demand

21. 2. Micro-environment:
B. Demand

22. 2. Micro-environment:
B. Demand
 3 types of « gamers » :
- Core gamers (largest part)
- Mobile gamers (Smartphones & tablets)
- Casual gamers (playing from time to time)
 General demand is growing.
-600 millions by 2015
 Profile:
- 40% of the gamers = parents
- 38% are « gamers »
- 1 player of 2 is a woman.
 Wii U: worldwide shipment 5.5 millions by March 2013.

23. 4. SWOT:
Strengths Weaknesses
 Connect & Socialize (Mii Universe).  No extra facilities for multiplayer mode.
 Multiplayer | Multiscreens.  No easy way to create gameplay.
 Most user-friendly controller | Gamepad.  No way to link it to social media.
 Huge fanbase.  Same graphic level as 4 years ago.
 Partnership with EA Games.  Several launches failed, 400 million € loss.
 Remasterisation of Nintendo’s classic games

24. 4. SWOT:
Opportunities Threats
 84% games = console ones.  More and more play on smartphones.
 E-commerce will reach 66% by 2015.  TV games run by operators (i.e Voo).
 Core gamers spend more for games.  PC games’ sales increased by 2,3% last year.
 Worldwide turnover of video games will  Decrease of the traditional market by 21%.
move from 52bn $ (2011) to 87bn $ (2012).  General recession of Japanese electronics.
 In France, 1 out of 2 homes have a console.  Launch of the PS4 scheduled around 2015.

25. 5. Marketing mix Wii U:
A. Product
 8th generation of Nintendo home consoles.
 First to support HD videos.
 Two versions: basic (white) & deluxe (black).
 Controller with embedded touchscreen.
 Backward compatible.

26. 5. Marketing mix Wii U:
B. Price
Wii U Basic 8 Go $ 299,99 269 € - 299 € 26250 Yen
Wii U Deluxe 32 Go $ 349,99 315 € - 349 € 31500 Yen

27. 5. Marketing mix Wii U:
C. Place
 Available in 32 countries.

28. 5. Marketing mix Wii U:
C. Place
 On-line distributors: Nintendo’s website, Ebay, Amazon,…
 Off-line distributors:
- Specialized local retailers.
- General mass distribution [e.g. Carrefour]
- Specialized middle & mass distribution [e.g. Fnac]
Source: http://www.nintendo.com/wiiu

29. 5. Marketing mix Wii U:
D. Promotion
TV and WebTV Website

30. 5. Marketing mix Wii U:
D. Promotion
Facebook Twitter
Social Media

31. 5. Marketing mix Wii U:
D. Promotion
Mailing E-Newspapers

32. 5. Marketing mix Wii U:
D. Promotion
Few posters Lectures

33. 5. Marketing mix Wii U:
D. Promotion
 And before the launch… some trade fair for computers & video games.
E3: Electronic Entertainment Expo Paris Games Week

34. 6. Suggestion:
 Partnership with a Smartphone company (Samsung, Apple,…).
- Reach mobile gamers.
- Opportunity: application market is increasing.
- Allow to develop a huge community easily.

35. 7. Sources:
http://www.lemonde.fr/technologies/article/2012/11/29/la-wii-u-deux-ecrans-pour-reconquerir-le-salon_1797805_651865.html
http://blogs.wsj.com/digits/2012/11/16/behind-nintendos-development-of-the-wii-u/
http://www.mercurynews.com/business/ci_22067584/more-than-400-000-nintendo-wii-u-units
http://www.cnetfrance.fr/news/le-retour-en-grace-du-jeu-local-a-plusieurs-grace-a-la-wii-u-39784831.htm
http://www.cnetfrance.fr/news/deballage-de-la-wii-u-par-le-president-de-nintendo-39784275.htm
http://www.cnetfrance.fr/news/nintendo-wii-u-une-premiere-mise-a-jour-du-firmware-39784610.htm
http://www.eurogamer.net/articles/2012-11-30-will-nintendo-meet-its-wii-u-sales-target
http://www.ign.com/articles/2012/12/05/wii-u-revolutionizes-social-gaming
http://www.gizmag.com/wii-u-should-you-buy/25337/
http://brianmoats.com/Portfolio/Nintendo_Wii_Marketing_Plan.pdf
http://www.gamespot.com/forums/topic/26341935

36. 7. Sources:
http://korben.info/letat-du-jeu-video-en-france-et-dans-le-monde.html
http://www.01net.com/editorial/572093/etats-unis-plus-de-joueurs-sur-smartphones-que-sur-consoles/
http://www.itespresso.fr/wii-u-nintendo-joue-quitte-double-59379.html
http://kotaku.com/5915817/hands+on-with-the-wii-u-nintendos-risky-new-revolution
http://wiiupromo.com/category/wii-u-promo/
…

37. Conclusion

38. Question time