The Wii

Introduction The first concern one should think of when considering a new product is the target segment. To pick the suitable target segment, one should divide the total market into smaller segments then select the target segment or segments to enter. After that, one should differentiate the market offering to create superior customer value and finally, position the market offering in the minds of target customers. The next step is the marketing mix, one should think of the four P’s that will serve their product. Many other concerns come after such as the type of the consumer product, differentiation strategies, branding elements, product-life-cycle, adopter’s categories and pricing strategies. In this paper, all these points will be covered and applied on Nintendo’s seventh generation console which is the Wii. It is a new direction for the company. Nintendo desired to create an assimilation of a motion-sensitive controller combined with modest technological improvement in processing power and graphics in order to target a broader demographic than that of the other competitors.
Segmentation
Demographically, Wii targets males and females of a vast age-range [ (4 years-10 years) , (11 years-19 years), (20 years- 29 years) , (30 years -39 years), (40 years to 49 years) and (50- 59 years)]. Wii targets social classes A and B as purchasers are highly educated and possess a professional or highly skilled occupations with a salary not less than 15,000 LE per month for every family. Nationality of the purchasers doesn’t matter as it targets all cultures. Wii emphasizes on the idea that it’s a social home- video game by which a whole family can be engaged in one game, therefore it targets large family sizes and marital statuses may someway affect its purchase. Geographically, Wii is purchased in capitals and large cities of Egypt such as Cairo with a population of 18 Million, Alexandria with a population of 4.1 Million and Port said with a population of 603,787