The Marketing Strategy of Nintendo Wii
The Wii is a home video game console, launched in the major global markets at the end of 2006. It is released by Nintendo, which is one of the most influential and reputable leading brand in the world’s game industry with age-old history, exclusive brand culture and loyal fans. Over the past few years, three main game companies have been vying for market share and sales in a highly competitive market: one is Nintendo’s Wii, which we will mainly focus on in this essay; the other two are Sony with its PlayStation3 and Microsoft with the Xbox 360, which are both really powerful competitors of Wii. Base on the current worldwide sales data, Wii have won the two others and become as the best-selling home game console. However, to be compared with PS3 and Xbox 360, Wii is neither the earliest nor the most technologically advanced console. The reason why and how Wii leads the generation over the two others in worldwide sales does rise up my interest intensively, therefore I am going to evaluate and present the Nintendo’s successful marketing strategy in the following paragraphs, using ‘marketing mix framework’ (Product, Price, Place, and Promotion).
Brand As I have mentioned above, Nintendo is one of the highest competitive worldwide game companies, created many well-known, household industry icons such as Super Mario, Wii Fit, Wii Sports and The Legend of Zelda, all of which not only improved the brand to be more recognizable and irreplaceable but also enable it to gain customer loyalty. With the strongly helpful background, Wii was born with people’s expectation. It is a fantastic beginning to get marketing success.
Name Name is the face of the product to give the customers a first impression. Wii was formerly known as “Revolution”, which also has a good meaning that emphasizes on the change and innovation. However, a good meaning is not enough for being an impressive name, basically, easy to read and easy to remember are the key cores. Wii sounds like “we”, which indicates that this console is not only for everyone but also for people who want to play together with family or friend. Moreover, no matter where people from and which language they speak, Wii is brief enough and easy to pronounce. In addition, the distinctive "ii" spelling that symbolizes the image of people gathering to play and the unique Wii Remote and Nunchuk.
The Wii remote, controller of the console, is the core-product of Wii system. It is a great revolution that makes gamers personally to go through the situation and directly perceived through the senses as a real world rather than virtual space, which is different from not only the old game pattern but also the other two main competitors. In order to make the most of this unique remote, Nintendo developed a series of games like Wii sports to offer an easier and more accessible way to play games by moving as you naturally world in those sports or with those weapons. Attract by this genius and innovative remote, light users and even those people who would never think about gaming become unable to stand, not to mention those traditional video gamers. Wii’s target customers cover all ages and both genders, and some games require more than two players, so it is quite suitable to play together with friends and family. The wide range of the audience of gamers is the key factor that makes Wii a very successful home video game console. Wii accessories Nintendo has developed a range of accessories to work with the console that help the gamers to better experience its motion-sensitive feature, such as Nunchuk, Wii balance board and so on. For me, who has no interest in home video games, Wii-Fit coupled with Wii Balance board does catch my eyes as well. Wii balance board enables Wii console to catch the motion of players’ feet therefore players can experience more activities like yoga and ski. Actually, as being the third best-selling console...
References: 1. Carless, S. (April 27, 2006). Breaking: Nintendo Announces New Revolution Name - 'Wii '. Retrieved December 01, 2011, from http://www.gamasutra.com/php-bin/news_index.php?story=9075 2. Nintendo Details Wii Marketing Campaign. (November 13, 2006). Retrieved December 01, 2011, from http://www.nintendoworldreport.com/pr/12383 3. Wii shortages frustrating gamers. (8 December 2006). Retrieved December 01, 2011, from http://news.bbc.co.uk/1/hi/technology/6161717.stm
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