3. • Started in 1889 as a trading card company.
• First to release a video game console in 1972.
• Sells a gaming console and a series of handheld gaming
systems.
• Heavily relies on famous characters such as Mario and
Luigi to attract and keep their users playing
.
7. • Strengths: Market share, handheld gaming systems, Famous
characters, occasional gamers system
• Weaknesses: Lack of innovation and change, not much product
differentiation, looked at as the retro company, Console graphics
and memory components are way behind competitors Sony &
Microsoft
• Opportunities: expand on new and innovative gaming; discover
better hardware features, such as graphics and memory
• Threats: Sony, Microsoft, Apple iPhone and Android phones
8. Over the course of one year, Nintendo should campaign to target primarily
Millennials and their children, as well as aim to increase Wii U sales by 10%
within the next 6 months.
9.
10. • Millennials
• Size of Segment: 76,169,292, total in the U.S. (ACS, 2013)
• Early Childhood
• Size of Segment: 23,925,036, total in the U.S. (ACS, 2013)
• Children
• Size of Segment: 53,616,231, total in the U.S. (ACS, 2013)
• Families
• Size of Segment: 64,594,807, total in the U.S. (ACS, 2013)
• Women
• Size of Segment: 52,579,127, total in the U.S. (ACS, 2013)
11. The ultimate gaming company for any member
of the family, Nintendo systems deliver a one of
a kind gaming experience immediately
recognized as classic and unique. It’s perfect for
the young and young at heart.
12. The ultimate gaming company for any member of the
family, Nintendo systems deliver a one of the kind
gaming experience, which is immediately recognized
as classic and unique. It’s perfect for the young and
young at heart. A key benefit that will be a driving
factor in Wii U sales is the versatility of the console, in
that it is appropriate for the entire family.
13. • The budget will stay the same as it was in 2014, $200 million
divided up amongst the Nintendo Wii U, 3DS, and games.
• The difference being how that money is split up and put to use.
• The Wii U budget will rise as the more popular 3DS’ budget will
drop slightly.
• Also majority of these ads will be shown in Quarter 4 during the
holiday season.
14. Perception
Eye catching ads
Emotional
Create want, desire and excitement for the
Wii U
Cognition
Create an understanding of he Wii U
Association
Form connections
Persuasion
Make consumers believe
15. To promote family time and trigger emotions
and a sense of nostalgia with Millennials;
to make children desire hip, mobile, & fun
games; to make parents realize the educational
learning benefits that Nintendo offers to its little
ones; and to appeal to the busy, working woman
who wants to stay fit.
16.
17. Over the course of one year, Nintendo’s campaign to reach the millennials and
their children will focus on frequency by a primary use of television
advertising. Since Nintendo’s target market is such a large and all-encompassing
one, frequency will be best suited. Families and the women’s segment can be
targeted during daytime and primetime television, when a) housewives are
watching daytime talk shows and b) when families are home together, preparing
or eating dinner in the evening.
18. Scheduling & Timing Plan, Metrics of Audience Delivery, and Media Flow
Chart
TV Show Metrics Calendar
Apr-15 May-15
Show Length Neilson Rating Total GRP m t w th f Sa su m t w th f sa su
The Big Bang Theory 1hr 10.6 1399.2 X X
The Voice 1hr 1hr 8.7 1044 X X
Wheel of Fortune 1/2 hr 7.7 1386 X X X X
60 Minutes 1 hour 6.7 603 X X
SpongeBob Squarepants 1/2 hr X X X X X X
Total ads/month 104 99
Jun-15 Jul-15
m t w th f sa su m t w th f sa su
X X X X
X X X X
X X X X X X X X X X
X X
X X X X X X X X
150 145
Aug-15 Sep-15 Oct-15 Nov-15
m t w th f sa su m t w th f sa su m t w th f sa su m t w th f sa su
X X X X X X X
X X X X X
X X X X X X X X X X X
X X X X
X X X X X X X X X X X X X
98 93 104 145
Dec-15
m t w th f sa su
X X
X X
X X X X X
X
X X X X
150
Jan-16 Feb-16 Mar-16 Apr-16
m t w th f sa su m t w th f sa su m t w th f sa su m t w th f sa su
X X X X X X
X X X X
X X X X X X X X
X X X X
X X X X X X X X X X X X
93 90 88 88
19. Day of Week Cost to air Ad
CBS - Big Bang Theory Mon $327,885.00
Thurs $322,891.00
NBC - The Voice Mon $262,041.00
Tues $254,485.00
CBS - 60 Minutes Sun $97,433.00
ABC - Wheel of
Fortune weekly avg. $121,879.00
Nickelodeon Avg. ad cost $50,000.00
Total Campaign Budget $780,000,000.00
TOTAL TV
ADVERTISING COST
BASED ON MEDIA
FLOW CHART
$236,178,924
20. • Brand character = clasisic and nostalgic with a fresh fun twist on gaming
• Associate with family and young at heart
• Appeal to consumer nostalgia and innovation
• Relative to the seasoned or rust gamer
• Emphasize group play
• Emphasize the competitive advantage of the “family-oriented” gaming
experience
• Emphasize social media; consumer interaction
• Celebrity endorsement
• Celebrity image must fit with the Nintendo brand
21.
22.
23. Close up of boy playing with the Wii Wide side shot of little brother coming into
play
Shot of boys beginning to fight
over the controller
Dad comes in with Wii U, and
shows that now everyone can play
They all start playing together, laughing, and
having a good times. Shots of the family
hugging flash intermittently.
The screen fades to blackness
with the faint sound of the happy
family, as the closing title appears
“Wii U—Bringing families
together”
“Wii Bring Families Together”
Nintendo competes in two different markets within the same industry. Nintendo competes not only as a contender as in the video game console market, but also as a video game software publisher. Nintendo’s primary key competitors as a video game software publisher are Rockstar Games and Ubisoft (Dietz, Metacritic.com). Microsoft Corporation, Activision Blizzard, Electronic Arts, and Sony Corporation are also considered competition for Nintendo in publishing. As a console producer, Nintendo’s key competitors are Microsoft and PlayStation
Microsoft Corporation is an American multinational corporation founded in 1975 and based out of Washington (Microsoft.com). While it publishes games, Microsoft is primarily a threat to Nintendo in the console market. Microsoft, however, is the exclusive publisher of the popular Halo games (Xbox.com).
Founded in 1946, Sony is a Japanese multinational corporation mainly operating within electronics, entertainment, and financial services (Sony.com). With its industry leading graphics and memory, the Sony PlayStation is a strong console competitor for Nintendo. PlayStation was created by Sony and has been around since 1994 in Japan.
Nintendo is an industry leader in the handheld gaming industry
declining in home console game sales.
Nintendo is still the second most popular brand for home entertainment consoles behind Microsoft and ahead of Sony.
Luckily for Nintendo, they have a very loyal user base, history, and some very famous characters to keep them alive in the console world.
With the introduction of the Kinect and PlayStation Move, Nintendo has been one-upped with better motion detection technology
this poses a weakness where they have the opportunity to be innovative with the next best video gaming thing, whatever that may be.
mobile smartphones pose a threat to game consoles and handheld games, due to the accessibility and popularity of mobile games.
Begins April 1st, 2015
Pulsing Schedule
30 second TV Ads
Creative Direction
The brand character should be classic and nostalgic with a fresh, fun take on gaming.
Nintendo should be associated with the family and young at heart, as well as really show them why it is time to come back to their modern day nostalgic console.
As for emotions we want to appeal to the consumer’s nostalgia and innovation.
These ads need to be relative to the target market while showing how much fun the modern age of gaming can bring to a seasoned or rusty gamer, yet also to the group style of play.
The Nintendo Wii U is different from PlayStation and Microsoft because we are more about the nostalgia and the family gaming experience and atmosphere.
Nintendo wants to be social with its community and potential consumers with an emphasis on social media and getting the fans to interact and ask their questions.
A celebrity endorsement would go over well if the celebrity is all about Nintendo’s core values and is associated in the world the same way as Nintendo. Getting a big time sports athlete would help show the world that the Wii U also has sports games.
Nintendo wants to instill good faith with our endorsements by making sure whoever or whatever is hired is a good solid fit with the Nintendo brand.
