Marketing WiisearchProjectNintendo Wii Team Eleven
TARGET MARKET Behavioral • Kind of shopping Comparison: The Nintendo Wii competes against similar game systems such as the Xbox 360 and the PS3. • Brand Familiarity- Nintendo has produced gaming systems such as the Nintendo, Super Nintendo and the Nintendo Gamecube. They also made the Wii backwards compatible.
Demographic • Wii recently launched a $200 million ad campaign aimed at adults. They are trying to get rid of the perception that Nintendos are for children and teens. • Many of Wii’s ads try to persuade consumers that the Wii is fun for the whole family.
Demographic • Reggie Fils-Aime, President and COO of Nintendo of America stated that: "Our message is that everyone’s a gamer,Whether it’s bringing joy and happiness to mothers and fathers as they experience Wii for the first time playing Wii Bowling or Wii Tennis, or whether it’s bringing a game like Nintendogs to a fifteen or sixteen year old girl who has a puppy that responds only to her voice. That passion is what’s driving us, and that passion to be part of shaping the future is really why we’re here.” http://www.youtube.com/watch?v=p5cPVP_llfo
Geographic • The Nintendo Wii is distributed worldwide. • The Wii is a big hit in Japan and the United States which account for 7.7 million of the 10.57 million Wiis that have been sold worldwide.
PRODUCT STRATEGY PLAN • Nintendo offers the most affordable system between Sony & Microsoft. • Expand gaming beyond the core of young men. • Hopes to make the Wii a living-room center piece by including various media channels meant to appeal to others who are not gamers. (Opera Web Browser, Mii Channels, Weather Channel, Photo Channel, News Channel)
PLACE / DISTRIBUTION STRATEGY Nintendo has distribution centers around the world. Each distributing the regions version of Nintendo’s systems or games. • In the United States there are 2 distribution centers: • Redmond, Washington • Atlanta, Georgia Retailers get their inventory directly from Nintendo. This is because Nintendo advertises the MSRP of $249.99 and sells to businesses at around $241.00. Businesses are gaining approximately $10 per unit sold; however, they make their money through game and accessory sales.
PROMOTION STRATEGY PLAN • Mass Selling • Uses Middlemen (GameStop, Wal-Mart, Best Buy) • Uses both Push / Pull Techniques • Majority Pull • Pushing is used by advertising through commercials, ads, circulars, magazines, and internet. • Pulling is demonstrated by keeping on-hand inventory low leaving customers returning to check availability.
What does Wii mean? Nintendo spells "Wii" with two lower-case "i" characters meant to resemble two people standing side by side, representing players gathering together. “Wii sounds like 'we', which emphasizes that the console is for everyone. Wii can easily be remembered by people around the world, no matter what language they speak. No confusion. No need to abbreviate. Just Wii. ”
The Wii Mall Experience • This is a promotional strategy that gets people out to a nearby mall to show off their skills. This draws attention to the game console and also allows for new comers to play and get involved.
Price Strategy • Nintendo will keep cost at $250.00 • Already the hottest seller • Cheaper than competitors • Microsoft & Sony • Production quantities do not meet demand
Price Strategy • Factors influencing Nintendo Wii price • Desire to keep demand high and supply low • Keeping supply low created a larger demand • initially projected 14 million game consoles this figure has increased to 16.5 million • Able to sell at low price by offering various accessories to generate revenue