Marketing the Nintendo Wii

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Contents Page

1. Executive Summary
2. Intro
3. Organisation and Product Overview
4a. Maslow Hierarchy of Needs
4b. How it relates to Wii marketing
4c. Conclusions and Recommendations
5a. Emotional Needs
5b. How it relates to Wii marketing
5c. Conclusions and Recommendation
6a. Involvement Theory
6b. How it relates to Wii marketing
6c. Conclusion and Recommendation
7. Contents page
8. Appendix

3. Introduction
Throughout this report we will discuss how Nintendo has marketed the electronic gaming console the Wii. Relating relevant marketing theories to different aspects of Nintendo’s marketing scheme. Discussing how Nintendo are attempting to influence, modify or impact the consumer’s behaviour in particular. 3. Organisation and Product Overview

Nintendo Co Ltd was founded 1889 in Kyoto, Japan; by Fusajiro Yamauchi. This company would eventually go on to develop and release this generations most successful gaming console; the ‘Nintendo Wii’. Originally the company produced and marketed a playing card game called Hanafuda. Becoming quite successful in this area the company eventually enlisted on the Osaka stock exchange in 1962 and continued to push further into the Japanese toy market (developing an assortment of toys over the time period). In the 1970’s Nintendo started introducing electronic technology to the Japanese toy industry; culminating in 1976 with the release of the first home television game (‘Colour TV Game 6’).The Nintendo as we know it today had been born. Nintendo have released many electronic hardware and software over the years; building up a strong relationship with the consumer along the way. With its release of countless gaming consoles and characters that have obtained icon status throughout the world, Nintendo is now a recognised name throughout the world. By observing the company history we can see how through constant successful releases Nintendo has nurtured a strong brand loyalty from its consumers. Introduced in 1985, ‘Nintendo Entertainment System’ was an instant hit; almost single-handedly revitalising the video game industry. Selling over 60 million units, this product introduced consumers to the names Mario and Zelda for the first times. Following the success of the NES, Nintendo released the iconic Game Boy in 1889 (a hand held gaming system). Although the screen was only 4 shades of grey, the device defined portable gaming and was extremely enjoyable. “Game Boy is the most successful video game ever… selling over 150 million copies worldwide” (History-Nintendo, retrieved on 20/5/11 from http://www.nintendo.com.au/index.php?pageID=13). The Game Boy would see itself continually innovated over the years. However Nintendo didn’t ignore its home gaming consoles during this time, endeavouring to release more powerful gaming consoles, starting with the 16 bit ‘Super Nintendo’ (released 1991) and its successor the ‘Nintendo 64’ (released 1997). With the N64 setting new standards in realistic gaming. With the N64’s success leading the way for the Nintendo’s ‘Game Cube’, this was the first Nintendo product to utilise disk technology instead of cartridges. The ‘Game Cube’ was the final step that led to the development of the Wii. With each predecessor (both home and portable consoles) adding tiny bits of consumer information, consumer loyalty/base, technological advancements and company experiences to its development. The Wii was conceived in 2001, around the same time the ‘GameCube’ was first seeing release. Shigeru Miyamoto (co designer) stated in an interview that the concept involved focusing on a new form of player interaction. "The consensus was that power isn't everything for a console. Too many powerful consoles can't coexist. It's like having only ferocious dinosaurs. They might fight and hasten their own extinction." (The Big Ideas Behind Nintendo's Wii, retrieved on 20/5/11 from http://www.businessweek.com/technology/content/nov2006/tc20061116_750580.htm). It was...
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