Nintendo Target Consumer Groups and Unique Selling Proposition
NINTENDO
Target Consumer Groups and Unique Sellin Proposition
Abstract
The paper gives some information about positioning that one of the main elements of Marketing Mix and SWOT analysis of Nintendo Wii and it’s main competitors Sony’ Play Station 3 and Macintosh’s Xbox 360. The paper describes Nintendo Wii’s three main personas, represents them on a positioning map and adds competitors on it. The paper discusses how being the first to launch a radically different console gave the company its competitive advantage which it then translated into its promotional strategy. The paper concludes with a recommendation for next launch for Nintendo.
Positioning
Harrison, T. states that the positioning of a product is, ‘‘the sum of those attributes normally ascribed ti it by the consumers – its standing, its quality, the type of people who use it, its strenghts, its weaknesses, any other unusual or memorable characteristics it may possess, its price and the value it represents.’’ …(T.Harrison,1987)
Positioning starts with a product – a piece of merchandise, a service, a company, an institution or even a person. Positioning is not what is done to the product – it is what is created in the minds of the target customers; the product is positioned in the minds of these customers and is given an image.(A Ries and J.Trout,1996).
The product must be perceived by the selected target customers to have a distinct image and position vis-a-vis its competitors. Product differentiation is widely viewed as the key to successful marketing; the product must stand out and have a clearly defined positioning.
Positionings are described by variables and within parameters that are important to the customers and are essentially selected by them.
Figure 1: An example to a useful positioning map
Nintendo’s Target Consumer Groups
Nintendo has managed to attract a wider target of consumers as being in a different positioning from the others. Nintendo created the three new target
Target Consumer Groups and Unique Sellin Proposition
Abstract
The paper gives some information about positioning that one of the main elements of Marketing Mix and SWOT analysis of Nintendo Wii and it’s main competitors Sony’ Play Station 3 and Macintosh’s Xbox 360. The paper describes Nintendo Wii’s three main personas, represents them on a positioning map and adds competitors on it. The paper discusses how being the first to launch a radically different console gave the company its competitive advantage which it then translated into its promotional strategy. The paper concludes with a recommendation for next launch for Nintendo.
Positioning
Harrison, T. states that the positioning of a product is, ‘‘the sum of those attributes normally ascribed ti it by the consumers – its standing, its quality, the type of people who use it, its strenghts, its weaknesses, any other unusual or memorable characteristics it may possess, its price and the value it represents.’’ …(T.Harrison,1987)
Positioning starts with a product – a piece of merchandise, a service, a company, an institution or even a person. Positioning is not what is done to the product – it is what is created in the minds of the target customers; the product is positioned in the minds of these customers and is given an image.(A Ries and J.Trout,1996).
The product must be perceived by the selected target customers to have a distinct image and position vis-a-vis its competitors. Product differentiation is widely viewed as the key to successful marketing; the product must stand out and have a clearly defined positioning.
Positionings are described by variables and within parameters that are important to the customers and are essentially selected by them.
Figure 1: An example to a useful positioning map
Nintendo’s Target Consumer Groups
Nintendo has managed to attract a wider target of consumers as being in a different positioning from the others. Nintendo created the three new target
References: - T.Harrison, A Handbook of Advertising Techniques(London:Kogan Page, 1987), p.7 - Graham Hooley and John Saunders, Competitive Positioning(London:Prentice-Hall,1993) - Dibb,Simkin,Pride,Ferrell, Marketing Concepts and Strategies, 4th Edition, 2001 - H.Assael, Marketing Principles&Strategies, 1990 - A Ries and J.Trout, Positioning: The battle for your mind (New York:McGraw-Hill,1981); Jack Trout with Steve Rivkin, The New Positioning: The Latest on the World’s Number:1 Business Strategy (New York:McGraw-Hill,1996).