Brand Extension Marketing Plan
Brand Extension Marketing Plan:
The New Wii Wingo and Extended Service Plan
GB530: Marketing Management
Kerri Bresley
Kaplan University
December 1, 2012
Brand Extension Marketing Plan:
The New Wii Wingo and Extended Service Plan
1.0 Executive Summary
Wii is a for-profit organization already offering numerous video games targeted at many different segments of the market in different countries around the world. Wii is developing a new game, Wingo, with an extended service plan for any issues identified while playing the new game. Wingo is bingo for the Wii. Customers will be able to play four players at a time utilizing the two remotes included with the purchase of the Wii system and the two extra remotes that are included when the customer purchases the new game Wingo. The extended service plan will allow customers to first have their game repaired. If the issue is not resolved with repair, the customer will have their game replaced with a new game that has been reviewed and analyzed by tech support to ensure no issues arise.
Wingo is targeting the market that consists of residents at assisted living and long-term care facilities, grandparents, and parents. Many individuals in these target markets love to play bingo making Wingo a perfect game for the targeted market. Wingo is a game for grandparents and parents to purchase to have fun with peers as well as their grandchildren and children. Another benefit of Wingo is the increased cognitive use, which is imperative for older adults to utilize as they age to maintain memory.
Wingo will provide an easy to use format for those not familiar with playing video games, which is the majority of the target market. The easy to use format will allow players to begin playing without contacting their grandchildren for assistance. The game will also offer cognitive stimulation to assist in maintaining memory. Cognitive stimulation is crucial to all age groups to ensure healthy brain activity. Excellent
The New Wii Wingo and Extended Service Plan
GB530: Marketing Management
Kerri Bresley
Kaplan University
December 1, 2012
Brand Extension Marketing Plan:
The New Wii Wingo and Extended Service Plan
1.0 Executive Summary
Wii is a for-profit organization already offering numerous video games targeted at many different segments of the market in different countries around the world. Wii is developing a new game, Wingo, with an extended service plan for any issues identified while playing the new game. Wingo is bingo for the Wii. Customers will be able to play four players at a time utilizing the two remotes included with the purchase of the Wii system and the two extra remotes that are included when the customer purchases the new game Wingo. The extended service plan will allow customers to first have their game repaired. If the issue is not resolved with repair, the customer will have their game replaced with a new game that has been reviewed and analyzed by tech support to ensure no issues arise.
Wingo is targeting the market that consists of residents at assisted living and long-term care facilities, grandparents, and parents. Many individuals in these target markets love to play bingo making Wingo a perfect game for the targeted market. Wingo is a game for grandparents and parents to purchase to have fun with peers as well as their grandchildren and children. Another benefit of Wingo is the increased cognitive use, which is imperative for older adults to utilize as they age to maintain memory.
Wingo will provide an easy to use format for those not familiar with playing video games, which is the majority of the target market. The easy to use format will allow players to begin playing without contacting their grandchildren for assistance. The game will also offer cognitive stimulation to assist in maintaining memory. Cognitive stimulation is crucial to all age groups to ensure healthy brain activity. Excellent
References: Gaggioli, A. (2011). CyberSightings. Cyberpsychology, Behavior, and Social Networking , 14 (10), 625-626. Hsu, J. K., Thibodeau, R., Wong, S. J., Zukiwsky, D., Cecile, S., & Walton, D. M. (2011). A "Wii" bit of fun: The effects of adding Nintendo Wii Bowling to a standard exercise regimen for residents of long-term care with upper extremity dysfunction. Physiotherapy Theory and Practice , 27 (3), 185-193. Kotler, P., & Keller, K. L. (2012). Marketing management (14 ed.). Upper Saddle River, NJ: Pearson Education, Inc. Mary Ann Liebert, Inc./Genetic Engineering News. (2012, April 23). Can video games promote healthier aging? Retrieved November 18, 2012, from ScienceDaily: http://www.sciencedaily.com/releases/2012/04/120423143126.htm Nintendo. (2012). Nintendo - Corporate Information | Corporate mission and philosphy. Retrieved November 11, 2012, from Nintendo.com: http://www.nintendo.com/corp/mission.jsp O 'Callaghan, T. (2010, January 4). The cognitive benefits of video games. Retrieved November 18, 2012, from TIME.com: http://healthland.time.com/2010/01/04/the-cognitive-benefits-of video-games/ Reed, R. (2012, September 16). Critical success factors. (K. Bresley, Interviewer) Reisinger, D. (2012, July 25). Nintendo on downward spiral as Wii sales fall off a cliff. Retrieved October 30, 2012, from CNET.com: http://news.cnet.com/8301-10797_3-57479524-235/nintendo-on-downward-spiral-as-wii-sales-fall-off-a-cliff/