Marketing plays a very important role in business operations. It is an activity by which as organization could be able to communicate through their clients in order to inform them about their goods or services. Marketing also helps a company to deliver and exchange offerings to their customers or clients by making them aware of the new features of the products they sell and the services that they offer as well as making sure that they maintain their customer’s satisfaction and loyalty.
These functions of marketing are indeed essential because it contribute in increasing the profit of the organization and the overall robustness of the business. In relation to this, the marketing strategy applied in the product, Nintendo Wii should be given due attention and importance in order to see its edge as compared with other game consoles. Nintendo Wii has a unique marketing effort as compared with the previous gadgets that the company has introduce in the market. The multimillion-dollar marketing campaign of Nintendo emphasizes that this is the only video game system that every member of the household can participate in and enjoy.
This is due to the fact that this game console does not focus on high-graphics and complicated
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This kind of strategy involves: online social-networking community, sampling events in average individual’s houses, urban gaming hours, retail midnight madness events, a multi-city music tour, and introduction of the product in all malls nationwide. By dong so, the company will be able to reach out to all demographics may it be young or old, men or women, experienced gamer or not will have the opportunity to try the Nintendo Wii, which will paved the way for the creation of a new generation of video gamers.
The Senior Vice-President of Marketing in Nintendo America, George Harrison elaborated on the gains of this kind of marketing campaign by saying “Our plan to market Wii broadly with hands-on experiences continues to pay off . . . Wii introduces new ways to play to expand both the appeal of games and the audience of gamers, and our marketing campaign is central to that” (Lunabean, 2006).
The promotion of Nintendo Wii will concentrate on “hands-on sampling” such as: Wii Ambassador Program, Wii Mall Experience, Nintendo Fusion Tour, Urban Gaming Hours, and the testimonies of famous teen athletes about their experiencing in using this game console. In relation to this, the company will also give due attention to information dissemination and increasing the popularity of Nintendo Wii by means of featuring it in networking sites like myspace, participating in the midnight madness activities of stores like Toys “R” Us and through commercials in televisions.
Moreover, the distribution of this game console especially for the trial period of the customers is done through Nintendo’s partnership with other brands like 7-Eleven that gave away 711 Wii. Pringles Snack Stacks also distributed 100 Nintendo Wii’s to their clients. Television networks like Comedy Central also did the same thing, which substantially contributed to the distribution of this product (Lunabean, 2006). During its release, Nintendo Wii was sold at the price of $249. 99. The short term projection of the company in introducing this game console is to acquire profit and have an edge against their competitors.
This projection has indeed been successful because Nintendo Wii is recognized as the top-selling game console. According to the NPD Group, as of June of last year, Nintendo Wii is the leading video game consoles in the United States that has already reached 10. 9 million worth of sales. Nevertheless, the real success of Nintendo Wii could be attributed to the long-term projections that the company has in mind, which is to include and focus on non-gamers in the development of this product (Miller and Washington, 2009).
References Lunabean. (2006). Wii Marketing Plans Revealed. Retrieved March 25, 2009, from http://www. lunabean. com/news/20061113_wii_marketing_plans. php. Miller, R. , & Washington, K. (2009). “Video Games. ” Entertainment, Media & Advertising Research Handbook. Retrieved March 25, 2009, from http://web. ebscohost. com. ezproxy. stedwards. edu:5000/ehost/pdf? vid=1&hid=120&sid=96677f53-a2c2-4fcc-ac94-7063f8450815%40sessionmgr108.