MKT421-Promo-Price - Promo and Price 1 Promotion and Price...

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Promo and Price Promotion and Price Analysis: Nintendo Wii MKT 421: Marketing 8 December 2006 1
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Promo and Price Promotion and Price Analysis: Nintendo Wii Introduction The Wii was launched on 19 November 2006, as Nintendo’s newest video gaming console. The video gaming market is highly competitive and risky industry. A company must ensure that its marketing efforts are well coordinated and supported by a solid pricing strategy if intends to succeed. This paper will explain how this product was promoted via television, internet and publicity efforts. It will also explain how these efforts attempted to appeal to the products’ target audience. Finally, the paper will identify where the Wii is in its product lifecycle and explain how its position shapes its pricing strategy. Television Marketing Nintendo’s efforts to promote the Wii console via television marketing are substantial. The target audience for this product is global, and considerable efforts have been made to cover as much of it as possible. The company has produced television commercials covering five different continents and nine different languages. In addition, there are multiple different commercials available for each possible combination of nation and language. However, despite the demographic differences, the company’s message remains consistent. In fact, some of the commercials highlight the fact that the Wii can be enjoyed by people of different backgrounds in different locations (Nintendo, 2006). In the North America, television commercials are produced in English, Spanish, and French. There are five English language commercials and five Spanish language television commercials directed toward the United States. The content of the 2
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Promo and Price commercials is the same, and the language is the only difference. The common theme of the campaign is “Wii would like to play”. It highlights people form different backgrounds making initial contact with the new product and enjoying the experience immensely. They are titled as follows: Wii Would like to Play: Big City Wii Would like to Play: Los Angeles Wii Would like to Play: Middle of Nowhere Wii Would like to Play: Naperville Wii Would like to Play: Long Format Video (Nintendo, 2006) Internet Marketing Nintendo’s internet advertising campaign for the new Wii console is also quite extensive. In addition to several corporate websites, the Wii console is advertised on
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MKT421-Promo-Price - Promo and Price 1 Promotion and Price...

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