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![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](https://image.slidesharecdn.com/wii-121222080528-phpapp02/85/Wii-28-320.jpg)
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Wii
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.
Wii
- 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 mixWii 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 mixWii 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 mixWii U: C. Place Available in 32 countries.
- 28. 5. Marketing mixWii 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 mixWii U: D. Promotion TV and WebTV Website
- 30. 5. Marketing mixWii U: D. Promotion Facebook Twitter Social Media
- 31. 5. Marketing mixWii U: D. Promotion Mailing E-Newspapers
- 32. 5. Marketing mixWii U: D. Promotion Few posters Lectures
- 33. 5. Marketing mixWii 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.
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