wii
TRANSCRIPT
Audit marketing : Wii U analysis.
Table of contents:1. Company
A. HistoryB. PositioningC. TargetD. Marketing strategy
i. Missionii. Valuesiii. Objectivesiv. Activities
2. Macro-environnementA. EconomicalB. Natural-EcocologicalC. TechnologicalD. Socio-culturalE. LegalF. Demographical
Table of contents:3. Micro-environment
A. OfferB. Demand
4. SWOT
5. Marketing mixA. ProductB. PriceC. PlaceD. Promotion: communication plan
6. Suggestion
7. Sources
8. Conclusion
- Leader in the video game industry.80-90
- Competitors emerge.- Sony PlayStation + PC.1990
- Xbox.2000
- Started as a playing cards manufacturer- Went public.- Focus on electronic toys and video games.
190060-70
2006 - Developed a new type of console / new gaming experience : the Wii.
Wii
Star
t1. Company:
A. History
1. Company:B. Positioning
Interactive
New Fun
For everybody
1. Company:C. Target
Selective specialization
Hardcore / Casual gamers
Women | Kids | Elder ly but still active
Gaming | Exercises
Motion controller
1. Company:D. Marketing strategy
Marketingstrategy
Mission
Values
Objectives
Activities
1. Company:D. Marketing strategy
Mission
Producing the best products.
Delivering the best support services.« Treat every customers with attention, consideration and respect »
i. Mission
Source: http://www.nintendo.com/corp/mission.jsp
1. Company:D. Marketing strategy
ii. Values
Values
Courtesy.
Dignity.
Respect.« For employees, temporary workers, contractors, vendors, customers and visitors »
Safety.
Source: http://www.nintendo.com/corp/mission.jsp
1. Company:D. Marketing strategy
iii. Objectives
Objectives
November
2012March
2013
0
1
2
3
4
5
6
Wii U : Sales objective
Million units sold
1. Company:D. Marketing strategy
iv. Activities
GamesHandheld c.
Hom
e c.
2. Macro-environment:A. Economical
Most sold.
Series10
20406080
100
Millions units sold
WiiXbox 360PS3
Forecast: 5.5 millions by March 2013
2. Macro-environment:A. Economical
Video games turnover: $52 bn (2011) | $86.7 bn (2012)
By 2015: - 600 millions games for consoles- 8 billions new gaming platforms (tablets, smartphones, TV connectected)
2. Macro-environment:B. Natural-ecological
Energy consuming Same as two brandnew fridges!
50% don’t turn off their consoles between two gameplays.
With energy saving, USA would:- Save 11 billions kWh electricity.- Decrease CO2 emission with 7 millions tons.
Source: http://www.consoglobe.com/consoles-jeux-gourmandes-energie-2845-cg
2. Macro-environment:C. Technological
Miiverse = social network for the Wii U
Connect & socialize with avatars/characters
Most user-friendly controller
Multiplayers & Multiscreens
Remasterisation of Nintendo’s classic games (Super Mario, Zelda,…)
2. Macro-environment:D. Socio-cultural
USA: 211.5 millions people play games consoles
France: - 1 out of 2 homes have a games console- 40% of the gamers are parents- 38% of them are « gamers »- 1 player of 2 is a woman
Mobile = larger segement than the « core gamers »
2. Macro-environment:E. Legal
Intellectual property & copyrights
Partnerships to develop games
F. Demographical
World’s population increases
2. Micro-environment:A. Offer
Unlikely to see many new entrants. Barriers, costs,…
Direct competitors:
Source: NPD
2. Micro-environment:A. Offer
Indirect competitors :- Handheld consoles (i.e Sony PS Vita)- Computers- Smartphones- Tablets
Competitive advantage :- First video game console of the 8th generation
2. Micro-environment:B. Demand
2. Micro-environment:B. Demand
2. Micro-environment:B. Demand
3 types of « gamers » :- Core gamers (largest part)- Mobile gamers (Smartphones & tablets)- Casual gamers (playing from time to time)
General demand is growing.- 600 millions by 2015
Profile:- 40% of the gamers = parents- 38% are « gamers »- 1 player of 2 is a woman.
Wii U: worldwide shipment 5.5 millions by March 2013.
Strengths
Connect & Socialize (Mii Universe). Multiplayer | Multiscreens. Most user-friendly controller | Gamepad. Huge fanbase. Partnership with EA Games. Remasterisation of Nintendo’s classic games
Weaknesses
No extra facilities for multiplayer mode. No easy way to create gameplay. No way to link it to social media. Same graphic level as 4 years ago. Several launches failed, 400 million € loss.
4. SWOT:
Opportunities
84% games = console ones. E-commerce will reach 66% by 2015. Core gamers spend more for games. Worldwide turnover of video games will
move from 52bn $ (2011) to 87bn $ (2012). In France, 1 out of 2 homes have a console.
Threats
More and more play on smartphones. TV games run by operators (i.e Voo). PC games’ sales increased by 2,3% last year. Decrease of the traditional market by 21%. General recession of Japanese electronics. Launch of the PS4 scheduled around 2015.
4. SWOT:
5. Marketing mix Wii U:A. Product
8th generation of Nintendo home consoles.
First to support HD videos.
Two versions: basic (white) & deluxe (black).
Controller with embedded touchscreen.
Backward compatible.
5. Marketing mix Wii U:B. Price
Wii U Basic 8 Go $ 299,99 269 € - 299 € 26250 Yen
Wii U Deluxe 32 Go $ 349,99 315 € - 349 € 31500 Yen
5. Marketing mix Wii U:C. Place
Available in 32 countries.
5. Marketing mix Wii U:C. Place
On-line distributors: Nintendo’s website, Ebay, Amazon,…
Off-line distributors: - Specialized local retailers.- General mass distribution [e.g. Carrefour]- Specialized middle & mass distribution [e.g. Fnac]
Source: http://www.nintendo.com/wiiu
D. Promotion
TV and WebTV Website
5. Marketing mix Wii U:
D. Promotion
Facebook Twitter
Social Media
5. Marketing mix Wii U:
D. Promotion
Mailing E-Newspapers
5. Marketing mix Wii U:
D. Promotion
Few posters Lectures
5. Marketing mix Wii U:
D. Promotion
And before the launch… some trade fair for computers & video games.
E3: Electronic Entertainment Expo Paris Games Week
5. Marketing mix Wii U:
6. Suggestion:
Partnership with a Smartphone company (Samsung, Apple,…).
- Reach mobile gamers.
- Opportunity: application market is increasing.
- Allow to develop a huge community easily.
7. Sources:http://www.lemonde.fr/technologies/article/2012/11/29/la-wii-u-deux-ecrans-pour-reconquerir-le-salon_1797805_651865.html
http://blogs.wsj.com/digits/2012/11/16/behind-nintendos-development-of-the-wii-u/
http://www.mercurynews.com/business/ci_22067584/more-than-400-000-nintendo-wii-u-units
http://www.cnetfrance.fr/news/le-retour-en-grace-du-jeu-local-a-plusieurs-grace-a-la-wii-u-39784831.htm
http://www.cnetfrance.fr/news/deballage-de-la-wii-u-par-le-president-de-nintendo-39784275.htm
http://www.cnetfrance.fr/news/nintendo-wii-u-une-premiere-mise-a-jour-du-firmware-39784610.htm
http://www.eurogamer.net/articles/2012-11-30-will-nintendo-meet-its-wii-u-sales-target
http://www.ign.com/articles/2012/12/05/wii-u-revolutionizes-social-gaming
http://www.gizmag.com/wii-u-should-you-buy/25337/
http://brianmoats.com/Portfolio/Nintendo_Wii_Marketing_Plan.pdf
http://www.gamespot.com/forums/topic/26341935
7. Sources:
http://korben.info/letat-du-jeu-video-en-france-et-dans-le-monde.html
http://www.01net.com/editorial/572093/etats-unis-plus-de-joueurs-sur-smartphones-que-sur-consoles/
http://www.itespresso.fr/wii-u-nintendo-joue-quitte-double-59379.html
http://kotaku.com/5915817/hands+on-with-the-wii-u-nintendos-risky-new-revolution
http://wiiupromo.com/category/wii-u-promo/
…
Conclusion
Question time