Nintendo launch
Decisions facing Peter Macdougall
• Target segments
• Positioning
• Marketing Communications
• Pricing and Products
Targets and Positioning
Macdougall knew the younger the audience he targeted the less likely they were to already own a Game Boy product.
The teen market was more sophisticated in a variety of ways. First, many in this segment already had a black and white Game Boy and a library of five or six games. As a result, they viewed the product as “old technology”. Many teens appeared to have moved past the handheld machines to consoles, which offered greater speed and game complexity. Also, teens tended to purchase machines with their own money. Their purchases occurred year round, in contrast to the purchases related to kids and tweens. Approximately 75 percent of all Game Boy users were male.
If Nintendo Canada targeted teens that had used Game Boy in the past, they might view the Game Boy as a product that was great when they were younger, but not sophisticated enough to meet their current gaming needs.
If he were successful in getting teens to adopt, this might spur sales among kids and particularly tweens, who often aspired to use the same products as teens. On the other hand, if Nintendo targeted teens and was unsuccessful with them because Game Boy was something “I had when I was a kid,” then perhaps kids and tweens would avoid it as well.
If Nintendo targeted kids and tweens and was able to convince kids/tween non users of Game Boy that Game Boy Color was a “cool” product, it could become a “gotta have” for the younger set. Furthermore, if he focused on the kids and tweens, it might turn off the teens because Game Boy Color was “a kid’s toy.” He saw significant risks associated with each option, and he felt it essential that Nintendo have a quick success to ensure retail interest in the product and to gain retail momentum.
Marketing Communications
MacDougall was planning to spend $3million on corporate advertising for Game
• Target segments
• Positioning
• Marketing Communications
• Pricing and Products
Targets and Positioning
Macdougall knew the younger the audience he targeted the less likely they were to already own a Game Boy product.
The teen market was more sophisticated in a variety of ways. First, many in this segment already had a black and white Game Boy and a library of five or six games. As a result, they viewed the product as “old technology”. Many teens appeared to have moved past the handheld machines to consoles, which offered greater speed and game complexity. Also, teens tended to purchase machines with their own money. Their purchases occurred year round, in contrast to the purchases related to kids and tweens. Approximately 75 percent of all Game Boy users were male.
If Nintendo Canada targeted teens that had used Game Boy in the past, they might view the Game Boy as a product that was great when they were younger, but not sophisticated enough to meet their current gaming needs.
If he were successful in getting teens to adopt, this might spur sales among kids and particularly tweens, who often aspired to use the same products as teens. On the other hand, if Nintendo targeted teens and was unsuccessful with them because Game Boy was something “I had when I was a kid,” then perhaps kids and tweens would avoid it as well.
If Nintendo targeted kids and tweens and was able to convince kids/tween non users of Game Boy that Game Boy Color was a “cool” product, it could become a “gotta have” for the younger set. Furthermore, if he focused on the kids and tweens, it might turn off the teens because Game Boy Color was “a kid’s toy.” He saw significant risks associated with each option, and he felt it essential that Nintendo have a quick success to ensure retail interest in the product and to gain retail momentum.
Marketing Communications
MacDougall was planning to spend $3million on corporate advertising for Game