Sample S-F Presentation - Nintendo Wii

Sample S-F Presentation - Nintendo Wii - MBA 5320 Strategic...

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MBA 5320: Strategic Marketing Management November 26 th , 2015 Apoorv Chawla 5552715 Ankit Nair 7594891 Dorcas Onuh 7951353 Negar Solgi 8017157 Moataz Soliman 5666102 1
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Agenda Background Motivation Core value proposition Paradigm shif PLC Market segmentation Targeting strategy Positioning strategy 4 P’s Success/ Fail Lessons Learnt Conclusion 2
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Background (2006) Nintendo Wii launch: Nov 19, 2006 1 of 3 large video game companies 3 largest markets = Japan, Americas, Europe The industry = consoles + games + accessories (home or handheld) 3
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The Motivation Source: Gruener, TG Daily, 2009 Product Target Market Core Competency PS3 Gamers & Video Buffs Quality Xbox 360 Gamers Multi-player Capability Wii New Users (Young, old, female) Innovation/ Differentiation 4
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The 4 Actions Framework Eliminate Which factors that the industry takes for granted should be eliminated? Reduce Which factors should be reduced well below the industry standard? Raise Which factors should be raised well above the industry standard? Create Which factors should be created that the industry has not seen before? A new value curve for Wii 5
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Core Value Proposition Objective: establish initial adoption with credible lead users Nintendo Pre 2006 Nintendo Post 2006 Deliver realistic gaming experience for hard-core gamer Focus on delivering fun, interactive entertainment for the whole family Practiced penetration pricing (hardware at a loss/ Accessories at premium). Controller responds to button presses. Cheap to build console. Controller able to track body movements. “Fun factor” = hardware performance “Fun factor” =/ hardware performance 6
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What if Nintendo went (head-to-head) with PS3/Xbox360? Further marginalization in the game console industry Mission: “FUN” for all ages/ all members of family Business Objectives: Improve profit/sales ratio over time GAIN MARKET SHARE FIRST . How? Marketing objectives: Gaming industry noncustomers insight? Attract different customers Understand why noncustomers shun video games Simplicity, functionality, interactivity, utility Sound targeting and positioning decisions Pioneer 7
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Radical changes to the strategy Prerequisites: 1) have a thoroughly-tested superior product, with delighted “Beta” users, with superior value in terms of rational and/or emotional benefits, and it works! (this will have arisen from intensive research with customers, high cooperation with Sales and R&D); 2) have enough cash to back the launch 8 1.Game Play 2.New Approach 3.New Consumers
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PLC – Nintendo Wii Console Shipments OUR FOCUS: LAUNCH = 2006 = Wii 9 Hard or Sof? Let’s see!
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Market Segmentation Developed countries – affluent population of developing countries as well Upper/middle/ lower class families Soccer moms Young boys/ girls Generation Y Health conscious working individuals Grandparents Childless couples Nintendo enthusiasts “Teaming with women, pensioners and repentant couch potatoes.” Nintendo clearly chose to differentiate itself from its competitors – How?
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