Marketing Plan for Nintendo Wii

Topics: Video game console, Nintendo, Wii Pages: 24 (6811 words) Published: August 24, 2013
Professor: Dr. Shirley Stretch-Stephenson
California State University, Los Angeles
BUS 513
Marketing Management in Global Environment

Marketing Plan For Nintendo Wii


Daniela Voda
Lu Zhou
Namrata Soni
Pornwit Wipanurat

Table of Contents

1. Executive Summary2
2. Current Marketing Situation4
3. Opportunity and Issue Analysis7
4. Target Market11
5. Marketing and Financial Goals13
6. Marketing Strategy 14
7. Action Program19
8. Marketing Plan Budget23
9. Implementation Controls24
10. Bibliography27

Executive summary

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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Divisions of Nintendo. (2006). Retrieved from
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U.S.Census Bureau. (2005). Interim Projections of the Male Population by Selected Age Groups for the United States, Regions, and Divisions.
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