Professor: Dr. Shirley Stretch-Stephenson
California State University, Los Angeles
Marketing Management in Global Environment
Marketing Plan For Nintendo Wii
Table of Contents
1. Executive Summary
2. Current Marketing Situation
3. Opportunity and Issue Analysis
4. Target Market
5. Marketing and Financial Goals
6. Marketing Strategy
7. Action Program
8. Marketing Plan Budget
9. Implementation Controls
Nintendo Company, Limited is a multinational corporation founded on September 23rd 1819 in Kyoto, Japan by Fusajiro Yamauchi to produce handmade hanafuda cards. Over the years, after having tried several small niche businesses, it has evolved into a video game company - one of the most powerful in the industry. It is the majority owner of the Seattle Mariners, a Major League Baseball team and partial owner of the Atlanta Hawks, an NBA team. Nintendo has the distinction of being the oldest intact company in the video game console market and of being the most dominant entity in the handheld console business. As of December 1, 2006, Nintendo has sold over 387 million hardware units and nearly 2.2 billion software units worldwide.
Currently, it is selling the Nintendo Wii, which is its seventh generation video game console. The major, distinguishing feature of the Wii is its wireless controller, the Wii remote, which can be used as a handheld pointing device and can detect motion and rotation in three dimensions. The Wii has sold over 3 million systems as of January 10th 2007 thus placing Nintendo among the market leader.
Despite its high volume sales to consumers of all demographics, Nintendo has recognized a steep increase in the number of women gamers and thus wants to gain a share in that market as well. Since the gaming industry as a whole is not catering to the needs of women or taking their preferences into account, it will be monetarily beneficial for Nintendo to attack the market with slightly modified products, accessories and extensive marketing techniques. Nintendo attempts to break free from the myth of video games as being “boy’s toys” and is looking to place Wii and some of its software as having features that will appeal to the female audiences. Given the enormous buying power that women have, this is the perfect opportunity for Nintendo to make another mark in the field - provide “female friendly”, gender neutral games, thus taking this segment of gamers by storm.
While the following marketing plan aims at placing Wii in new markets that have not yet been “exploited”, it also aims at solving what seems to be a matter of grave concern for existing Wii users - safety and usability of the console. Nintendo has had to replace wrist straps of Wii controllers and about 200,000 AC adapters resulting from breakage during use. Consumers are of the view that Wii can be / has been physically harmful to them and to children, and this perception needs to be changed. A positive psychology about the product needs to be induced in the minds of consumers and they need to be shown ways of using the console without having harmful results.
In trying to achieve both of the above mentioned goals, the plan suggests marketing strategies that include extensive advertising, promotions, PR campaigns and press releases. It talks at length of how all the available media can be paralleled to communicate Wii as an innovative, gender neutral, harmless game console that needs to be experienced by all.
Current Marketing Situation
Gaming Industry Growth Trends
The industry and its growth have, in the past, been primarily dependent on the introduction of increasingly spectacular graphics and the development...
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