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Wii. By Ivy Cheng. What is Wii ?. Nintendo video game console. Wii Console. Wii Remote. Wii Nunchuk. What is Wii ?. To truly understand how Wii revolutionizes gaming, you have to experience it for yourself. Quite simply, Wii is for everyone. Multigenerational family.
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Wii By Ivy Cheng
What is Wii? • Nintendo video game console Wii Console Wii Remote WiiNunchuk
What is Wii? • To truly understand how Wii revolutionizes gaming, you have to experience it for yourself. • Quite simply, Wii is for everyone. • Multigenerational family • Young male and female • Non core gamers
What is Wii? • Wii is not just a gaming console, it's a reason to get together with your friends and family and play today's hottest games. • Create your own Miicharacter to star in Wii games. • Play with friends online over Nintendo Wi-Fi Connection or use the Internet Channel to surf the net from your sofa. • Download classic Nintendo games using the Wii Shop Channel.
Wii Value Proposition • Ease of use • Interactivity • Social gaming machine • Experience
Wii Target Audience • Wii play for all! • Wii target audience: • Non-gamers (largely of female gamers and male gamers of all age types) • Hardcore gamers • Multigenerational family • Lapsed gamers
Consumer Value • Ease of use- save time • want quick fix of fun and gaming kept simple and to a minimum Efficiency • audience as a whole just needs to gain a general understanding of how Wii works. Frequently, the key of efficiency is convenience-in which case, “time” is as a denominator representing the key input of concern. • Time-related value
Consumer Value • Interactivity • interaction between subject (gamer) and object (Wii). Having fun and thereby characterizes the intrinsically motivated side of the familiar distinction made between work and leisure PLAY • motion-sensitive and allows players to replicate movements and actions they would normally act.
Esteem Consumer Value • Social gaming machine • 'Wii Would Like to Play' Reactively appreciate own consumption or lifestyle in a somewhat passive way as a potential extrinsic means to enhancing other-oriented public image. • "It's a social pursuit" • More people, more fun!! • Words of mouth • Fear not having Wii
Customer Experience Management (CEM) • Experience • “The process of strategically managing a customer’s entire experience with a product or a company.” (Bered H. Schmitt, 2003) • CEM has a broad view of how a company and its products can be relevant to a customer’s life. • CEM provides value to customers by delivering information, service and interaction that result in compelling experiences. It thus builds loyalty with customers and adds value to the company. • The five steps of the CEM framework
Customer Experience Management • Experience • relevant to customer’s life An appealing “look and feel” in logos and signage, packaging, and retail spaces. Appropriate experiential messages and imagery in advertising as well as online • valuable by delivering interaction to customer • appealing in designs of look and feel • Appropriate experiential imagery in advertising
Marketing Strategy • Technology from people • Nintendo is trying to bring non core gamers back to gaming. Wii won’t equal video game but Wii aims at meaning fun. • Nintendo focuses on the consumer’s feeling rather than its product. • Nintendo is the human face of gaming. It is gaming for everyone, not just gamers.
Future Strategy • 1. Technology needs to be designed for people, not just for technology. • 2. Engaging in continuous innovation with decreasing the safety problems while playing.