Developed a marketing plan for Nintendo's fading Wii U game console. Our assignment was to develop a plan to re-invigorate the product and return it to growth. The purpose of the project was to take an existing product and change the strategy so it is more relevant, more appealing, more popular, and more profitable than it currently is.

1. JESSICA ANGELES
ESMIR DELJANIN
ANNETTE OKUNGBOWA
RENATA SIRCHE
ASHLEY WEISSMAN
_____________________
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2. • Product Description
• Environmental Analysis
• Competitive Analysis
• SWOT Analysis
• Competitive Sales
• Marketing Objectives
• Target Market
• Positioning Strategy
• Perceptual Map
• Marketing Strategy
• Promotional Campaign #1
• Promotional Campaign #2
• Impact
AGENDA
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3. PRODUCT DESCRIPTION
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● Two parts gaming system
○ Game console
○ LCD touch-screen gamepad controller
● Positioned as a unique second screen gaming experience suitable
for all
● Current target market = Ages 6-66
● Plan is not to change the Wii U, but to capitalize and remarket its
branding image

4. Demographic Environment
● Growing segment millennial → 77 million
○ 24% of total population
Economic Environment
● Financial crisis - consumers cut back video game related expenditures
● Used video games and low-cost mobile games
ENVIRONMENTAL ANALYSIS
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5. Regulatory Environment
● Copyright Act First Sale doctrine
Technological Environment
● 3D games
● Online games
ENVIRONMENTAL ANALYSIS
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6. Strengths
● Global brand recognition
● First party publishing
● Affordable pricing for various economic
segments
● Innovation towards unique products in the
market
● Enables cross-platform gaming
SWOT ANALYSIS
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7. Weaknesses
● Dependent on its own supply chain
● Low margin per unit
● Broad target audience
SWOT ANALYSIS
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8. Opportunities
● Game industry growth over $55 billion by 2015
● Growth of mobile games
● Expanding demographics of customers
SWOT ANALYSIS
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9. Threats
● Competitors
● Changing industry trends
SWOT ANALYSIS
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10. 8TH GENERATION GAME CONSOLE SALES
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11. • Increase sales by approximately 1.5% to 2% by 2016
• Establish a sustainable competitive advantage for the Wii U brand
• Effectively differentiate the Wii U from its competitors
• Enhance product awareness by effectively reconstructing brand
image
• Increase consumer engagement and social impressions on digital
channels
MARKETING OBJECTIVES
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12. TARGET MARKET‘DIGITAL
NATIVES’
• BROAD → NARROW target market
• 6-66 years old vs. 18-34 years old
• Average game player is 31 years old
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13. Current Position:
● Distorted perception of the game console since release
● Nintendo failed to familiarize gamers with their new technology
● Not able to effectively market the Wii U GamePad controller to broad audience
Re-position the Nintendo Wii U towards millennials:
1. Up to date with technological trends
2. Dedicate a good amount of time playing video games
3. Current segment with the most purchasing power
POSITIONING STRATEGY
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14. CASUAL
GAMER
HARDCORE
GAMER
EXPENSIVE
INEXPENSIVE
COMPETITIVE PERCEPTUAL MAP
8th Generation Consoles
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15. MARKETING STRATEGY
Establish a niche strategy targeted towards millennials
● Shift the target market from a broad to narrow segment
● Strengthen position in the game console market
● Attract and establish long-term relationships with
millennials
Marketing Actions Competitively Position the Wii U:
1. Spend more $ on advertising
2. Develop more marketing campaigns
3. Promotions = Lure new customers
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16. PROMOTIONAL CAMPAIGN #1
• Brand collaborative tour van
• live demo interactive gaming
• Limited edition Super Mario Bros.
Share A Coke → social buzz
• #WiiUShareACoke
• Sweepstakes activation
• Thematic bundle packages
• Linking two evocative brands during
the holiday season
• Emotions drive actions
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17. PROMOTIONAL CAMPAIGN #2
• The first ultimate sophisticated in-flight
gaming experience within the industry
• Multi-player capabilities between flight
passengers
• Social and digital engagement
• #WiiUJetSet
• Social influencers
• Sweepstakes activation
• Super Bowl XLIX
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18. • Leverage engagement across all
marketing capabilities
• Increase product sales and
market share for Nintendo
• Potential partnership expansion
• Establish a resonating brand
image between our innovative
product and the millennial
consumer
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IMPACT

19. THANK YOU
QUESTIONS?
THANK YOU