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MARKETING

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by

Elizabeth Kook

on 6 November 2014

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Transcript of MARKETING

Expand the gaming population
Cheap & simple
Attract former gamers
World's largest video game company by revenue
Sold over 659.03 million hardware units and 4.15 billion software units
EXPANSION OF THE GAMING POPULATION
The basic strategy:
Nintendo Operating income remains negative
Last year, first fiscal loss in 30 years
INDUSTRY
COMPETITORS SOFTWARE
DISRUPTION MOBILE PHONES
SWOT AND COMPETITIVE ADVANTAGES
COMPETITORS (CONSOLES)
BRAND
PRICING
CHANNEL
INTEGRATED MARKETING COMMUNICATION
PS VITA (2011)
Xperia Play (2011)
Nvidia Shield (2013)
"passive" entertainment
TV and cd audio
1980s
want to be more
active
!!
nintendo's gameboy 1989
Now
the 8th generation
nintendo's wii u
sony's Playstation 4
microsoft's xbox one
mobile and online games
"free-to-play" models
next generation
microconsole?
Sony Corporation
Microsoft
Activision
PlayStation Mobile App

Rank 3rd in game quality reviews

-Rank 1st in game quality review

-Games available on iOS and Android
Leading worldwide developer of interactive entertainment

Call of Duty
Additional competitors ...
Worldwide successful Angry birds
9 versions available on iOS and Android
Worldwide leader of casual games
The most important mobile app company
low barriers to entry
Apple and Google provide free software development tools to the public
Mobile and social gaming target the same light-hearted players as Nintendo does
disruption by
mobile phones
Target
- Male dominated
- Non-gamer customers
*Females
*Families
*Phone gamers
*Casual gamers
- Ages 5 to 20 & Ages 40's
Increased
popularity of Smartphones
Increased
capabilities of smartphones
MISSION
&
OBJECTIVES
Product and Branding
Strategy
Why "Gameboy 2.0"?
to remind customers of the old Gameboys
2.0
: idea innovation and transition
Product Features
2 "O" buttons, 2 top right/left buttons
1 cross shaped direction buttons
other essential features
Packaging
neat rectangular package
Nintendo label
black or white
battery plug, power light, earphone plug
Brand Development
leverage the reputation of Nintendo and the Gameboy
Price: 69.99 USD
value based pricing
cheaper than any device Nintendo has produced
Games (Apps)
Old nintendo games for $0 ~ $2.99
Simplified and different games between $3.99 ~ $7.99
Demos will be available
Get 1 free from purchasing console
Financial Measures
Create Income
- Aim: Sell 10 million Gameboy 2.0 in 2 years
- 10% of smartphone users
Non-financial Measures

- Create "Mobile-phone gaming console" market
- Become a market leader - over 50% of shares
- Increase reputation as an innovative company within 2 years
- Aim 8 out of 10 from customer satisfaction
- Reach top 50 at Forbes : Currently #84
- Reach top 3 at fastcompany.com : Currently #5
- Ranked by BCG's 50 most innovative company
the first mover advantage
Dominate the market
Reputation: Creative!

unique target customers

Hardware
(multifunctional purposes)

Software

(a high marginal profit, leverage nostalgic aspects)

With cell phone
sustainable profit
Nintendo app. only with the Game Boy 2.0
mobile social network + Nintendo game experience -> further collaboration
Conventional wholesaler channel

Electronic channel
1. Identify target audience
light-hearted gamers
from 6 to 16 years
Parents making the purchase
nostalgic GameBoy
users
Selective distribution
Department stores
emotional element
Selective distribution
almost 200
million
Gameboy sold
Game console and phone retailers
Available online
www.dontyoumissmario.com
Also available in the unique Nintendo store
Funny facts about Nintendo characters
Don't-you-miss-Mario
website and page
Mario flash mobs in different cities on the same day
Don't you miss Mario day
Going dressed up as a Nintendo character in unusual situations
youtube competition
Free GameBoy 2.0 + aired
Nintendo app games
raise interest
online
More standard
advertising
Media alternatives
TV
: classic advertisement plus best video of the competition
Print
: only on technology related magazine and on the Nintendo magazine

outdoor
online
Full transcript