Audit marketing : Wii U analysis.

Table of contents:1. Company

A. HistoryB. PositioningC. TargetD. Marketing strategy

i. Missionii. Valuesiii. Objectivesiv. Activities

2. Macro-environnementA. EconomicalB. Natural-EcocologicalC. TechnologicalD. Socio-culturalE. LegalF. Demographical

Table of contents:3. Micro-environment

A. OfferB. Demand

4. SWOT

5. Marketing mixA. ProductB. PriceC. PlaceD. Promotion: communication plan

6. Suggestion

7. Sources

8. Conclusion

- Leader in the video game industry.80-90

- Competitors emerge.- Sony PlayStation + PC.1990

- Xbox.2000

- Started as a playing cards manufacturer- Went public.- Focus on electronic toys and video games.

190060-70

2006 - Developed a new type of console / new gaming experience : the Wii.

Wii

Star

t1. Company:

A. History

1. Company:B. Positioning

Interactive

New Fun

For everybody

1. Company:C. Target

Selective specialization

Hardcore / Casual gamers

Women | Kids | Elder ly but still active

Gaming | Exercises

Motion controller

1. Company:D. Marketing strategy

Marketingstrategy

Mission

Values

Objectives

Activities

1. Company:D. Marketing strategy

Mission

Producing the best products.

Delivering the best support services.« Treat every customers with attention, consideration and respect »

i. Mission

Source: http://www.nintendo.com/corp/mission.jsp

1. Company:D. Marketing strategy

ii. Values

Values

Courtesy.

Dignity.

Respect.« For employees, temporary workers, contractors, vendors, customers and visitors »

Safety.

Source: http://www.nintendo.com/corp/mission.jsp

1. Company:D. Marketing strategy

iii. Objectives

Objectives

November

2012March

2013

0

1

2

3

4

5

6

Wii U : Sales objective

Million units sold

1. Company:D. Marketing strategy

iv. Activities

GamesHandheld c.

Hom

e c.

2. Macro-environment:A. Economical

Most sold.

Series10

20406080

100

Millions units sold

WiiXbox 360PS3

Forecast: 5.5 millions by March 2013

2. Macro-environment:A. Economical

Video games turnover: $52 bn (2011) | $86.7 bn (2012)

By 2015: - 600 millions games for consoles- 8 billions new gaming platforms (tablets, smartphones, TV connectected)

2. Macro-environment:B. Natural-ecological

Energy consuming Same as two brandnew fridges!

50% don’t turn off their consoles between two gameplays.

With energy saving, USA would:- Save 11 billions kWh electricity.- Decrease CO2 emission with 7 millions tons.

Source: http://www.consoglobe.com/consoles-jeux-gourmandes-energie-2845-cg

2. Macro-environment:C. Technological

Miiverse = social network for the Wii U

Connect & socialize with avatars/characters

Most user-friendly controller

Multiplayers & Multiscreens

Remasterisation of Nintendo’s classic games (Super Mario, Zelda,…)

2. Macro-environment:D. Socio-cultural

USA: 211.5 millions people play games consoles

France: - 1 out of 2 homes have a games console- 40% of the gamers are parents- 38% of them are « gamers »- 1 player of 2 is a woman

Mobile = larger segement than the « core gamers »

2. Macro-environment:E. Legal

Intellectual property & copyrights

Partnerships to develop games

F. Demographical

World’s population increases

2. Micro-environment:A. Offer

Unlikely to see many new entrants. Barriers, costs,…

Direct competitors:

Source: NPD

2. Micro-environment:A. Offer

Indirect competitors :- Handheld consoles (i.e Sony PS Vita)- Computers- Smartphones- Tablets

Competitive advantage :- First video game console of the 8th generation

2. Micro-environment:B. Demand

2. Micro-environment:B. Demand

2. Micro-environment:B. Demand

3 types of « gamers » :- Core gamers (largest part)- Mobile gamers (Smartphones & tablets)- Casual gamers (playing from time to time)

General demand is growing.- 600 millions by 2015

Profile:- 40% of the gamers = parents- 38% are « gamers »- 1 player of 2 is a woman.

Wii U: worldwide shipment 5.5 millions by March 2013.

Strengths

Connect & Socialize (Mii Universe). Multiplayer | Multiscreens. Most user-friendly controller | Gamepad. Huge fanbase. Partnership with EA Games. Remasterisation of Nintendo’s classic games

Weaknesses

No extra facilities for multiplayer mode. No easy way to create gameplay. No way to link it to social media. Same graphic level as 4 years ago. Several launches failed, 400 million € loss.

4. SWOT:

Opportunities

84% games = console ones. E-commerce will reach 66% by 2015. Core gamers spend more for games. Worldwide turnover of video games will

move from 52bn $ (2011) to 87bn $ (2012). In France, 1 out of 2 homes have a console.

Threats

More and more play on smartphones. TV games run by operators (i.e Voo). PC games’ sales increased by 2,3% last year. Decrease of the traditional market by 21%. General recession of Japanese electronics. Launch of the PS4 scheduled around 2015.

4. SWOT:

5. Marketing mix Wii U:A. Product

8th generation of Nintendo home consoles.

First to support HD videos.

Two versions: basic (white) & deluxe (black).

Controller with embedded touchscreen.

Backward compatible.

5. Marketing mix Wii U:B. Price

Wii U Basic 8 Go $ 299,99 269 € - 299 € 26250 Yen

Wii U Deluxe 32 Go $ 349,99 315 € - 349 € 31500 Yen

5. Marketing mix Wii U:C. Place

Available in 32 countries.

5. Marketing mix Wii U:C. Place

On-line distributors: Nintendo’s website, Ebay, Amazon,…

Off-line distributors: - Specialized local retailers.- General mass distribution [e.g. Carrefour]- Specialized middle & mass distribution [e.g. Fnac]

Source: http://www.nintendo.com/wiiu

D. Promotion

TV and WebTV Website

5. Marketing mix Wii U:

D. Promotion

Facebook Twitter

Social Media

5. Marketing mix Wii U:

D. Promotion

Mailing E-Newspapers

5. Marketing mix Wii U:

D. Promotion

Few posters Lectures

5. Marketing mix Wii U:

D. Promotion

And before the launch… some trade fair for computers & video games.

E3: Electronic Entertainment Expo Paris Games Week

5. Marketing mix Wii U:

6. Suggestion:

Partnership with a Smartphone company (Samsung, Apple,…).

- Reach mobile gamers.

- Opportunity: application market is increasing.

- Allow to develop a huge community easily.

7. Sources:http://www.lemonde.fr/technologies/article/2012/11/29/la-wii-u-deux-ecrans-pour-reconquerir-le-salon_1797805_651865.html

http://blogs.wsj.com/digits/2012/11/16/behind-nintendos-development-of-the-wii-u/

http://www.mercurynews.com/business/ci_22067584/more-than-400-000-nintendo-wii-u-units

http://www.cnetfrance.fr/news/le-retour-en-grace-du-jeu-local-a-plusieurs-grace-a-la-wii-u-39784831.htm

http://www.cnetfrance.fr/news/deballage-de-la-wii-u-par-le-president-de-nintendo-39784275.htm

http://www.cnetfrance.fr/news/nintendo-wii-u-une-premiere-mise-a-jour-du-firmware-39784610.htm

http://www.eurogamer.net/articles/2012-11-30-will-nintendo-meet-its-wii-u-sales-target

http://www.ign.com/articles/2012/12/05/wii-u-revolutionizes-social-gaming

http://www.gizmag.com/wii-u-should-you-buy/25337/

http://brianmoats.com/Portfolio/Nintendo_Wii_Marketing_Plan.pdf

http://www.gamespot.com/forums/topic/26341935

7. Sources:

http://korben.info/letat-du-jeu-video-en-france-et-dans-le-monde.html

http://www.01net.com/editorial/572093/etats-unis-plus-de-joueurs-sur-smartphones-que-sur-consoles/

http://www.itespresso.fr/wii-u-nintendo-joue-quitte-double-59379.html

http://kotaku.com/5915817/hands+on-with-the-wii-u-nintendos-risky-new-revolution

http://wiiupromo.com/category/wii-u-promo/

…

Conclusion

Question time