Brand Extension Marketing Plan

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Brand Extension Marketing Plan:
The New Wii Wingo and Extended Service Plan
GB530: Marketing Management
Kerri Bresley
Kaplan University
December 1, 2012

Brand Extension Marketing Plan:
The New Wii Wingo and Extended Service Plan

1.0 Executive Summary

Wii is a for-profit organization already offering numerous video games targeted at many different segments of the market in different countries around the world. Wii is developing a new game, Wingo, with an extended service plan for any issues identified while playing the new game. Wingo is bingo for the Wii. Customers will be able to play four players at a time utilizing the two remotes included with the purchase of the Wii system and the two extra remotes that are included when the customer purchases the new game Wingo. The extended service plan will allow customers to first have their game repaired. If the issue is not resolved with repair, the customer will have their game replaced with a new game that has been reviewed and analyzed by tech support to ensure no issues arise.

Wingo is targeting the market that consists of residents at assisted living and long-term care facilities, grandparents, and parents. Many individuals in these target markets love to play bingo making Wingo a perfect game for the targeted market. Wingo is a game for grandparents and parents to purchase to have fun with peers as well as their grandchildren and children. Another benefit of Wingo is the increased cognitive use, which is imperative for older adults to utilize as they age to maintain memory.

Wingo will provide an easy to use format for those not familiar with playing video games, which is the majority of the target market. The easy to use format will allow players to begin playing without contacting their grandchildren for assistance. The game will also offer cognitive stimulation to assist in maintaining memory. Cognitive stimulation is crucial to all age groups to ensure healthy brain activity. Excellent customer service is required to obtain and retain a loyal customer base, which is also where the extended service plan comes into play because it provides customers with peace of mind knowing that their purchase will be repaired or replaced if any issues arise. Customer needs will be listened to and implemented into to the product to ensure our customers are receiving a product that focuses on customer needs/wants.

On a national level, Wingo marketing will consist of flyers, posters, and commercials displaying the social interactions and fun to be had from playing the game. On a global level, the same advertising methods will be used. However, the advertising devices will display different languages, depending on the country where displayed, to communicate the benefits of the game. The global advertising will also take into consideration the different cultural aspects of the country to ensure no disrespect is shown and no offense is taken from the message being sent.

2.0 SITUATION ANALYSIS

Wii is entering its fifth year of operation. Its products have been well received by consumers, and marketing Wingo and its extended service plan will be the main focus to the growth of brand and product as well as the sustainability and expansion of the customer base. Wii offers several different genres of games, serving the growing serious gaming industry.

2.1 Market Summary
 
* The target market for Wingo is assisted living and long-term care facilities, grandparents, and parents. Wingo is bingo for the Wii and many individuals in these target markets love to play bingo. By focusing on these target groups, Wingo will be thought of as a game for grandparents and parents to purchase have fun with peers as well as their grandchildren and children. * Projections of growth for this product are that it will become popular within assisted living and long-term care facilities that word of mouth will assist in marketing the product to other groups. This will...
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