A presentation I created for my brand management course at the UW Business School in which we were to evaluate a particular brand and provide three recommendations including one new product recommendation.

1. Are One Michael Beebe JandowanBektas Drew Meneilly Michele Parker

2. Brand Inventory Expanded Target Market: Everyone (Family Friendly) "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.” Unconventional Approach 45% of Users are Female Common Use in Retirement Homes

3. Issues to Explore

4. Research Research * Focus Group and In-depth Interviews * Survey via Catalyst WebQ 103 participants 66 females, and 37 males Ages 17-59

5. Associative Network Usage Occasion Games Party Action Social Sports Variety Fun Exercise Quality Unique Active Low Price Attribute Benefit Hardcore

6. Problems with Price Pricing Problems Cheapest price was ranked the most important to the purchase decision 3rd “Too Expensive” 13%

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

8. Favorite Genre for the Wii Favorite Genres

9. Three Recommendations Recommendations

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

12. We gathered data on historical and current demand for the Wii

13. We found Nintendo will benefit from dropping the price of the Wii and they can afford to do so$199.95 MSRP

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

19. Nintendo has capitalized by keeping the price of the Wii high

23. Free Publicity

24. Positive Associations Positive Associations Re-designing the Logo for Baseball promotions

25. Ichiro Suzuki – Japanese Baseball Star Ichiro!

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

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

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

29. Associations Associations

30. Demonstration

32. Colors Colors

33. Wordmark Wordmark

34. Martial Arts... in your own living room! 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. Karate Karate is a martial art developed in Japan. Tae-Kwon Do Tae-Kwon Do is a martial art developed in Korea. Kung Fu Kung Fu is a martial art developed in China.

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

36. Thank You! Any Questions?