Target Consumer Groups and Unique Sellin Proposition
The paper gives some information about positioning that one of the main elements of Marketing Mix and SWOT analysis of Nintendo Wii and it’s main competitors Sony’ Play Station 3 and Macintosh’s Xbox 360. The paper describes Nintendo Wii’s three main personas, represents them on a positioning map and adds competitors on it. The paper discusses how being the first to launch a radically different console gave the company its competitive advantage which it then translated into its promotional strategy. The paper concludes with a recommendation for next launch for Nintendo.
Harrison, T. states that the positioning of a product is, ‘‘the sum of those attributes normally ascribed ti it by the consumers – its standing, its quality, the type of people who use it, its strenghts, its weaknesses, any other unusual or memorable characteristics it may possess, its price and the value it represents.’’ …(T.Harrison,1987)
Positioning starts with a product – a piece of merchandise, a service, a company, an institution or even a person. Positioning is not what is done to the product – it is what is created in the minds of the target customers; the product is positioned in the minds of these customers and is given an image.(A Ries and J.Trout,1996).
The product must be perceived by the selected target customers to have a distinct image and position vis-a-vis its competitors. Product differentiation is widely viewed as the key to successful marketing; the product must stand out and have a clearly defined positioning.
Positionings are described by variables and within parameters that are important to the customers and are essentially selected by them.
Figure 1: An example to a useful positioning map
Nintendo’s Target Consumer Groups
Nintendo has managed to attract a wider target of consumers as being in a different positioning from the others. Nintendo created the three new target consumer groups of non-gamers, family members and the health and fitness industry with the development of the Wii. Nintendo opined that existing games (Sony and Macintosh’s games) were not only difficult to understand and play, but also found the consoles complex to operate. So the new generation game console that published by them should be not complicated and user-friendly at first. The Sony’s and Macintosh’s games were built more on fantasy and they were targeted towards over 18 year old male population. Until now, video games were aimed at teenagers and young men. The Nintendo DS and Wii have attracted more women and adults to video games, especially to video games software relating to culture or brain training. For example, in 2007 the average age of video games users was 29 years old, which shows that video games are gradually shifting to include a consumer group larger than just children and teenagers.
Nintendo’s marketing strategy was devised with a wider target of customer groups and devised involving all age and gender groups. Nintendo made a conscious attempt to bring the non gamers into the spot light and create a new consumer segment. They decided to concentrate on simplicity and real life game scenarios.
Nintendo designed and marketed “Wii” as family entertainments devise involving all age and gender groups including those who enjoy watching others play. This encouraged not only young members of the family asking parents to buy gaming devises, but the elders started showing interest and started buying Wii. Wii consoles is an interactive remote console that allows people to interact with each other in a social way utilizing a device that is often used for gaming. Typically Wii consoles are associated with gaming devises including those used for Nintendo gaming stations. However, Wii can also help people engage their friends or family members in conversation, and help them tune into each other even when they are far away from...
References: - T.Harrison, A Handbook of Advertising Techniques(London:Kogan Page, 1987), p.7
- Graham Hooley and John Saunders, Competitive Positioning(London:Prentice-Hall,1993)
- Dibb,Simkin,Pride,Ferrell, Marketing Concepts and Strategies, 4th Edition, 2001
- H.Assael, Marketing Principles&Strategies, 1990
- A Ries and J.Trout, Positioning: The battle for your mind (New York:McGraw-Hill,1981); Jack Trout with Steve Rivkin, The New Positioning: The Latest on the World’s Number:1 Business Strategy (New York:McGraw-Hill,1996).
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