case study

Wii Marketing Strategy

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Wii Marketing Strategy

The Nintendo Wii is a gaming console with a mission different from competitors like Microsoft , Sony , and Xbox 360 . Nintendo has developed a brilliant marketing strategy for the Wii to capture a market that has been forgotten in the gaming world . By producing and marketing a product to attract new gamers , Nintendo will be able to maximize profits in a highly competitive industry . This will examine Nintendo Wii 's marketing strategy as well as recommend a strategy to

help strengthen the company 's effort

Nintendo has designed the Wii to be a low-cost alternative to the high cost and functionality of competitors such as Xbox and PlayStation3 . While serious gamers prefer the Xbox or PlayStation3 because of high-definition graphics , large storage capacity , and fast processing power most average gamers are intimidated by the power and price of these consoles . Nintendo has chosen a strategy for the Wii of less is more . While the Wii does not boast the most powerful memory chips , it does boast cool games and unique features such as a wireless controller . The Wii 's easy to use controller can be moved through the air as a virtual weapon or racket , allowing the gamer a different way to play the games . The goal of Nintendo to market a lower cost , easy to use console is to attract first time gamers such as women and older consumers who have been turned off by other `high tech ' gadgets that are too hard to manipulate and navigate

In 2006 , Nintendo launched the Wii marketing campaign by offering hands-on experiences to attract customers worldwide . Nintendo developed the Wii Ambassador Program , Wii Mall Experience , Nintendo Fusion Tour and Urban Gaming Hours to appeal to multigenerational families , serious gamers , and modern moms and introduce the Wii and its unique features to these target markets (Pallesen . By introducing the Wii to many different market segments , Nintendo is able to center its marketing campaign on a video game system every member in the family can enjoy Gaming for the masses allows Nintendo to reach market segments that other companies have been unable or unwilling to reach

Nintendo 's Wii strategy is brilliant and perfectly timed . With modern moms and dads wanting to engage in video games with their children , the Wii provides an affordable and user friendly alternative With other consoles marketing mainly to serious gamers who enjoy complicated games , many consumers have been turned off by the direction these games have taken over the last few years . Now those that have enjoyed fun video games in the past and are intrigued by the virtual component of the Wii 's wireless controllers have an option with which to reenter the gaming world in an unthreatening manner . While the marketing strategy to capture the recently untapped market of first time gamers is sound , serious gamers should not be completely overlooked by Nintendo . Serious gamers are willing to spend large amounts of money on consoles and...