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Market Segmentation: A look at the Nintendo Wii

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Aaron O'Dwyer

on 4 March 2014

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Transcript of Market Segmentation: A look at the Nintendo Wii

Red Ocean
X Box 360
Nintendo Navigates into Uncharted Waters


Segmentation criteria
Conclusion
Market Segmentation:
A look at the Nintendo Wii and DS

Wii Targeting - Behavioral
Wii Targeting - Demographic
Gender
Age
Family Status
Wii Targeting - Psychographic
Lifestyle
Personality
Women, Children and older males
Blue Ocean - first mover advantage
New Market:
Overfished market
Strategic Decision:
Blue Ocean

Strategy
Small Market Share
Top 10 Games of 2013
What is market segmentation?
dividing the market up into different groups of people with
similar characteristics
to optimise the marketing mix chosen
Identify attractive segments
New product opportunities
Effective communication strategies
Allocate resources to prioritised marketing activities
Price
Promotion
Product
Place
Segmentation=
Strategic Targeting
Old 'Gamer'
Towards
a
bluer ocean

New 'Gamers'
Adapt or Die??
Nintendo at the beginning
Segmentation Process
Future Outlook ?
Increase in
competitiveness
Customer retention

Benefits of Segmentation
Increases Focus
Increases profitability
General Market Segmentation Criteria
New more stable customer base
Benefits Sought
Usage Rate
User Status

PS3

Nintendo GameCube
Market expansion
Segmentation Benefits for
Nintendo Wii and DS
Temporary Competitive
Advantage
Build Customer Base
Targeted Marketing
New Opportunities
Group D3:
Colin Kieran, Shanon Fitzgerald, Yuchen Zhu, Manar Almuqbil and Aaron O'Dwyer.

1. Segmental Analysis
2. Target Market Chosen
3. Product Strategy
Full transcript