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Introduction
Nintendo is an arcade and console game manufacturer which has launched five successive gaming consoles which fall under the category of Wii. There exist many different gaming consoles which are popular amongst the consumers, like Microsoft’s Xbox 360 and Sony’s play station. However, the target market of the Wii is much more diverse and broad as compared to other gaming consoles as it targets the young as well as the older generation of gamers in the market.
The Target Market
As mentioned earlier the target market for Nintendo Wii is very broad and diverse as compared to the other consoles like Xbox 360 and Play Station which have the target market of 10-35-year-olds. “Aiming to entice a demographic of five to 95-year-olds, the latest console from Nintendo encourages multi-player interaction by bringing features such as a bowling alley, a golf course and a tennis court into the living room. Among its target audience are non-gamers and hardcore gamers.” (Bond, 2007) The Nintendo Company has actively pursued marketing activities to target cruise ship vacationers, mothers as well as grandparents, and families as a whole to promote its product as a console gaming item that can be utilized by the whole family. Adding on a new twist to it the company has also added a virtual gaming option on the console which allows the consumers of Wii to play active sports games like bowling, tennis, golf as well as other sport-based hyper-realistic games These games provide the customers of Wii with an active cardiovascular workout which enables them to shed weight. This is a strategic SPU of the product which is significantly different from the characteristics of other gaming consoles in the market which tend to promote problems about obesity amongst the users as well as high blood cholesterol and fat content due to inactivity.
Nintendo’s Marketing of Wii: Online
Nintendo has been using very diverse online marketing strategies to attract the market and promote Wii to its target market. The company has allotted a substantial portion, which amounts to about $10 million, of its marketing budget to online marketing. The strategies employed by the company for the promotion of Wii include using standard online marketing tools such as advertisements on the net, banners, and drop-down ads in the popular search engine-based mailing systems as well advertising on online communities and forums. The above-mentioned online marketing strategies which were highlighted come into the push marketing strategies. The pull strategies that are being used by the company about investment in a MySpace page for Wii where it encourages Wii fans to submit content online which is published by the company on the MySpace page. Moreover, the page also provides information about Nintendo’s product of Wii while providing teasers about upcoming launches. Aside from this, the company has also established a website for providing its customers with free content and downloads of sample and trail games to promote its console.
Another innovative strategy that is being employed by the company to attract the target market for Wii is divulging new mediums of promotion and communication. The company has invested significantly in an online gaming show which is aired on xleague.com. The how is named ‘The Casual Gamers’ and was launched in August 2007. The show depicts competitions and contests between families on a series of Nintendo Wii console-based games.
Nintendo’s Marketing of Wii: Print
The company simultaneously is marketing Wii though, above the line advertising, word of mouth, PR events, brand building as well as activity-based programs. The print advertising that is being utilized by the company.
The print-based marketing campaign which is launched by Nintendo for includes posters, magazine ads as well as a periodic newsletter for the current customers of Wii. “The hands-on experiences of thousands of consumers, along with tie-ins with brands including 7-Eleven, Pringles and Comedy Central, were complemented by a clever TV and print campaign from Leo Burnett USA, Chicago, that featured two Japanese gentlemen traveling across America in a Smart car, ringing doorbells and politely inviting us all to join them with the signature phrase, “Wii would like to play.” Publicis Groupe sibling Starcom handled media buying.” (Bulik, 2007) Additionally, the company has also invested in a Nintendo Wii Like Magazine which it devotes to the Wii products and provides an avenue for Wii fans, enthusiasts, and gamers to collect information and updates about Wii as well as contribute their knowledge by providing this content insertions and feedback. Information about the different Wii-based games and an upgrade is provided through this magazine to the target market along with news of Nintendo Wii-based events in different localities. This is an interactive strategy based on magazine advertising that helps in retaining current customers for Wii while establishing new ones as well through word-of-mouth association and promotions.
References
(2007), News brief: Nintendo to launch first TV program online, Marketing, p35-35, 1p, Web.
Bulik, B.S., (2007), Nintendo Is Ad Age’s Marketer of The Year, Advertising Age, Vol. 78 Issue 41, p1-48, 4p, Web.
Bond, C., (2007), The Nintendo Wii, Event, p19-19, 1p, Web.
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