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JESSICA ANGELES

ESMIR DELJANIN
ANNETTE OKUNGBOWA
RENATA SIRCHE
ASHLEY WEISSMAN
_____________________
FALL 2014: MKT 5750

AGENDA

Product Description

Environmental Analysis

Competitive Analysis

SWOT Analysis

Competitive Sales

Marketing Objectives

Target Market

Positioning Strategy

Perceptual Map

Marketing Strategy

Promotional Campaign #1

Promotional Campaign #2

Impact

FALL 2014: MKT 5750

PRODUCT DESCRIPTION
Two parts gaming system
Game console
LCD touch-screen gamepad controller
Positioned as a unique second screen gaming experience suitable
for all
Current target market = Ages 6-66
Plan is not to change the Wii U, but to capitalize and remarket its
branding image

FALL 2014: MKT 5750

ENVIRONMENTAL ANALYSIS
Demographic Environment
Growing segment millennial 77 million
24% of total population

Economic Environment
Financial crisis - consumers cut back video game related expenditures
Used video games and low-cost mobile games

FALL 2014: MKT 5750

ENVIRONMENTAL ANALYSIS
Regulatory Environment
Copyright Act First Sale doctrine

Technological Environment
3D games
Online games

FALL 2014: MKT 5750

SWOT ANALYSIS
Strengths
Global brand recognition
First party publishing
Affordable pricing for various economic
segments
Innovation towards unique products in the
market
Enables cross-platform gaming

FALL 2014: MKT 5750

SWOT ANALYSIS
Weaknesses
Dependent on its own supply chain
Low margin per unit
Broad target audience

FALL 2014: MKT 5750

SWOT ANALYSIS
Opportunities
Game industry growth over $55 billion by 2015
Growth of mobile games
Expanding demographics of customers

FALL 2014: MKT 5750

SWOT ANALYSIS
Threats
Competitors
Changing industry trends

FALL 2014: MKT 5750

8TH GENERATION GAME CONSOLE SALES

FALL 2014: MKT 5750

MARKETING OBJECTIVES

Increase sales by approximately 1.5% to 2% by 2016

Establish a sustainable competitive advantage for the Wii U brand

Effectively differentiate the Wii U from its competitors

Enhance product awareness by effectively reconstructing brand


image

Increase consumer engagement and social impressions on digital


channels

FALL 2014: MKT 5750

DIGITAL NATIVES

TARGET MARKET

BROAD NARROW target market


6-66 years old vs. 18-34 years old
Average game player is 31 years old

FALL 2014: MKT 5750

POSITIONING STRATEGY
Current Position:
Distorted perception of the game console since release
Nintendo failed to familiarize gamers with their new technology
Not able to effectively market the Wii U GamePad controller to broad audience
Re-position the Nintendo Wii U towards millennials:
1. Up to date with technological trends
2. Dedicate a good amount of time playing video games
3. Current segment with the most purchasing power

FALL 2014: MKT 5750

COMPETITIVE PERCEPTUAL MAP


8th Generation
Consoles

EXPENSIVE

CASUAL
GAMER

HARDCORE
GAMER

INEXPENSIVE
FALL 2014: MKT 5750

MARKETING STRATEGY
Establish a niche strategy targeted towards millennials
Shift the target market from a broad to narrow segment
Strengthen position in the game console market
Attract and establish long-term relationships with
millennials
Marketing Actions Competitively Position the Wii U:
1. Spend more $ on advertising
2. Develop more marketing campaigns
3. Promotions = Lure new customers

FALL 2014: MKT 5750

PROMOTIONAL CAMPAIGN #1
Brand collaborative tour van
live demo interactive gaming
Limited edition Super Mario Bros.
Share A Coke social buzz
#WiiUShareACoke
Sweepstakes activation
Thematic bundle packages
Linking two evocative brands during
the holiday season
Emotions drive actions
FALL 2014: MKT 5750

PROMOTIONAL CAMPAIGN #2
The first ultimate sophisticated in-flight
gaming experience within the industry
Multi-player capabilities between flight
passengers
Social and digital engagement
#WiiUJetSet
Social influencers
Sweepstakes activation
Super Bowl XLIX

FALL 2014: MKT 5750

IMPACT
Leverage engagement across all
marketing capabilities
Increase product sales and
market share for Nintendo
Potential partnership expansion
Establish a resonating brand
image between our innovative
product and the millennial
consumer

FALL 2014: MKT 5750

THANK YOU

QUESTIONS?