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Are One<br />Michael<br />Beebe<br />JandowanBektas<br />Drew Meneilly<br />Michele<br />Parker<br />

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Brand Inventory<br />Expanded Target Market: Everyone (Family Friendly)<br />&quot;We in the industry have a choice to make, do we want to appeal to the few or to the masses? Do we want to sell to more people or sell more and more and more to less people? Do we want to be inclusive or do we want to be expansive? At Nintendo we definitely believe in the power of the expanded audience.” <br />Unconventional<br />Approach<br />45% of Users are Female<br />Common Use in Retirement Homes<br />

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Issues to Explore<br />

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Research<br />Research<br />* Focus Group and In-depth Interviews<br />* Survey via Catalyst WebQ<br />103 participants <br />66 females, and 37 males<br />Ages 17-59<br />

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Associative Network<br />Usage Occasion<br />Games<br />Party<br />Action<br />Social<br />Sports<br />Variety<br />Fun<br />Exercise<br />Quality<br />Unique<br />Active<br />Low Price<br />Attribute<br />Benefit<br />Hardcore<br />

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Problems with Price<br />Pricing Problems<br />Cheapest price was ranked the<br />most important to the purchase decision<br />3rd<br />“Too Expensive”<br />13%<br />

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Problems with Games<br />Software Problems<br />Level of Satisfaction with “Traditional” Games Lower<br />Have problems with the software<br />19%<br />“Not complex”<br />“Not a lot of normal games”<br />“A lot of the games are too simple”<br />4.26<br />5.26<br />19% mentioned problems with the games (not complex, not directed at traditional gamers etc.)<br />

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Favorite Genre for the Wii<br />Favorite Genres<br />

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Three Recommendations<br />Recommendations<br />

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Price Reduction<br />Reduce the Price<br /><ul><li> Survey indicates that consumers find the price to be too high

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We researched the price history and production costs of the Wii and competitors

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We gathered data on historical and current demand for the Wii

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We found Nintendo will benefit from dropping the price of the Wii and they can afford to do so</li></ul>$199.95 MSRP<br />

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Survey Results<br />Survey Results<br /><ul><li>On average participants gave price a 5.01 importance rating on a 7 point Likert scale

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13 out of 98 respondents said “Price” was their least favorite thing about the Wii</li></li></ul><li>Price History<br />Price History<br /><ul><li>Both PS3 and X-Box have come down in price several times since their introduction

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Wii’s selling price has not changed since its introduction at $249</li></li></ul><li>Profit Margins<br />Profit Margins<br /><ul><li>Wii is the only console to have made a profit right from it’s introduction

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Typical in this industry to take a loss on the console in order to profit from games and accessories

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Production cost of Xbox and PS3 were higher than the sale price until recently</li></li></ul><li>Demand<br />Demand<br /><ul><li>Changing Supply and Demand will ultimately force the Nintendo to drop the price of the Wii

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Nintendo has capitalized by keeping the price of the Wii high

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Now Wii’s can easily be purchased in stores</li></li></ul><li>Leveraging the ownership of Mariners<br />Leveraging the M’s<br />

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Synergy<br />Cost-Effective Promotion<br /><ul><li>Free licensing

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Both effective brands with families</li></li></ul><li>Target Audience<br />Target audience for baseball (families) is among the target market of Wii<br />

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Free Publicity<br />

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Positive Associations<br />Positive Associations<br />Re-designing the Logo for Baseball promotions<br />

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Ichiro Suzuki – Japanese Baseball Star<br /> Ichiro!<br />

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Traditional Gamers<br />19% mentioned least favorite thing about the Wii was the lack of complex and “traditional” games<br />Wii was rated lower than Xbox 360 on “hardcore” association<br />Satisfaction of “traditional” games was only 4.26<br />We fear that the Wii (and Nintendo) will begin to lose the “traditional gamer” market<br />

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Traditional Gamers<br />Needs to be “Family Friendly”<br />People like to play sports and exercise on the Wii, but exercise games (Wii Fit) are currently targeted toward 20-30 yr old females<br />

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Solution: Wii Martial Arts<br /> Solution<br />Karate, Kung Fu, and Tae-Kwon Do<br />Both training and fighting matches<br />Martial arts still fit with “family friendly” image<br />Discipline, humility, restraint, and respect<br />Use Miis to make it less violent<br />

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Associations<br /> Associations<br />

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Demonstration<br />

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Colors<br /> Colors<br />

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Wordmark<br />Wordmark<br />

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Martial Arts...<br />in your own living room!<br />Train in three different styles of martial arts all from your home. Compete in matches with friends and characters in the game to pass each level and receive your next belt ranking.<br />Karate<br />Karate is a martial art developed in Japan. <br />Tae-Kwon Do<br />Tae-Kwon Do is a martial art developed in Korea.<br />Kung Fu<br />Kung Fu is a martial art developed in China. <br />

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Wii Martial Arts Launch<br /> Launch Details<br />MSRP $49.95<br />Release in November to take advantage of Holiday sales spurt<br />Demonstrations in malls, various kiosks<br />Bundled with WiiMotionPlus<br />

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Thank You!<br />Any Questions?<br />