Global Marketing Strategy of Nintendo Wii

2674 Words Nov 13th, 2009 11 Pages
GLOBAL MARKETING STRATEGY OF NINTENDO WII
GLOBAL SEGMENTATION, TARGETING AND POSITIONING AND PROMOTIONAL ADAPTATION

Introduction

1. This essay focuses on the global marketing strategy of the Nintendo Wii, in particular the segmentation, targeting and positioning strategies and the communication adaptation adopted for the promotion of Nintendo Wii in the three key markets of Japan, United Kingdom (UK) and United States of America (US).

Background

2. The gaming industry comprises of three key segments: (i) the platform system or infrastructure segment which includes consoles, mobile devices and online media, (ii) the games publishing segment which includes games distribution, retailing and marketing and (iii) the games development and
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[This strategy led to the creation of varied games such as Animal Crossing (a female-focused game with activities such as life-planning and shopping), Big Brain Academy (a puzzle game) and WiiFit.] This form of segmentation is partly influenced by demographics since each type of lifestyle is typically represented by a particular demographic group – the Gen Y youngsters would share fewer activities with their family and more activities with their best buddies and friends while the golden grays will typically spend their time with families and partners. Furthermore, this strategy allowed Nintendo to target the traditionally ignored segments of casual gamers, lapsed gamers and non-gamers.

8. Based on such segmentation, Nintendo adopted a global targeting strategy of differentiated global targeting (or multi-segment targeting) for Wii, i.e. targeting many distinct market segments with multiple marketing mix offerings in order to achieve wider market coverage and hit virtually everybody. Most other companies in other industries, e.g. car industry, achieve this by offering various adaptations of the same product. Nintendo does this by offering different types of complementary products, i.e. various types of motion sensors (e.g. Wii Wheel and Balance Board) and games, for its game console. Such multi-segment targeting is not reflected in the main product (Wii) but is communicated through the advertising campaign and the games launched.

9. The
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