The Marketing Strategy of Nintendo Wii

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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).

Product
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

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