Nintendo Switch
MKTG 200
Aysha Alkaabi 201804226
Amna Alshebli 201809357
Asma Basuwaid 201804830
Rauda Al Dhaheri 201706512
Noura Aljaberi 201814247
Meera Alneyadi 201802838
Due Date: November 26, 2020
COMPANY
We choose Nintendo's company because their mission is to put smiles on the faces of everyone who touch. They do so by creating new surprises for people across the world to enjoy together. They made their own futures, beginning in 1889 when they were making Hanafuda playing cards in Kyoto, Japan. Today, they are lucky to be able to share their characters, ideas, and worlds through the medium of video games and the enjoyment industry. They are tied by delivering best-in-class products and services to the customers and to investing in the well-being of their employees as part of the universal Nintendo family.
They have been dedicated to their mission for a long time since 1889 Fusajiro Yamauchi began small business industrialization “Hanafuda” playing cards in Kyoto, Japan. In 1980 Announced a wholly owned subsidiary, Nintendo of America Inc. (NOA). They started by selling the Game & Watch product line. In 1981 Developed and began distribution of the coin-operated video game Donkey Kong. This video game speedily became the hottest selling individual coin-operated machine in the business. In 1985 the Nintendo Entertainment System (NES) was launched and became a huge success in America. In the same year, Mario was first introduced in the Super Mario Bros. game. After one year in 1986, The character Link made his first appearance in the Legend of Zelda game for NES. In 1989 they introduced Game Boy, the first portable handheld game system. Primarily stack with the Tetris game, it was an instant phenomenon. After two years in 1991, The 16-bit Super Nintendo Entertainment System (Super NES) has been released in the U.S.
In 1996 the Nintendo 64 system launched in the U.S. on Sept. 29, straight with the critically acclaimed Super Mario 64 game. In the last years from the nineteens in 1998, Nintendo introduced Game Boy Colour. Pokémon, a penetration game concept for Game Boy, was introduced to the world. In 2001 they Launched the Game Boy Advance and the Nintendo GameCube systems. The Nintendo GameCube was the first Nintendo system to use optical discs instead of cartouche for its games. After three years in 2004, they Launched the Nintendo DS, an innovative, dual-screen handheld gaming system. In 2006 Nintendo introduced the Wii system and with it several forward features. The Wii control system has become the best-selling console system due to its many characteristics such as Wireless motion sensitive supervisor. After two-year Wii became the first system purchased by more than 10 million Americans in a single year. In 2011, a 3DS system was launched which allows users to use 3D content without the need to use 3D glasses. One year later, the Wii U system was launched, which enables players to play with each other and provides new ways to play, one of which is off-tv.
This system also come up with support for amiibo accessories. In 2015, Splatoon game was launched, introducing the squid-kids, who were known by the name as Inklings. Two years later, in 2017, the Nintendo Switch system was launched, with the launch of two game Super Mario Odyssey and The Legend of Zelda: Breath of the Wild. And last but not least in 2019 The Nintendo Switch Lite system launched. Dedicated for portable use, it contains an extensive library of games same as the games in Nintendo switch .
PRODUCT/
BRAND
Nintendo is a brand known to sell electronics and video games. Their success actually starts in 1977 when they launched their first video games console Colour TV- Game and it met with great success, especially internationally. Nintendo made this console in cooperation with Mitsubishi Electronics because it was still in its infancy and they did not have enough experience to manufacture this device on their own and this helped to achieve a good relationship between the two companies. The price of this device was not high, and this was a marketing tool because the company is still in its infancy and has many competitors, so the price was low for marketing the product among people and increasing sales.
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After that, their career in the world of video games began to grow over the years and they always focused on creating new types that were more sophisticated for example we will mention the some popular and well-known products that Nintendo made, first is Wii they launch it in 2006 and it hit 101.63 million units sold which is a big number. in 2012, Nintendo launched Wii U which is the first device manufactured by Nintendo that supports HD Graphic technology and is considered an improved version of the Wii, as they studied the challenges and problems found in the Wii device and created a new device that can compete with the PlayStation 3 and other devices from competing companies .After that they launched Nintendo switch in 2017 ,It achieved great sales as it hit 52,48 units sold only in US, surpassing Sony's PlayStation 4. Also the Shares rose 66%, which is a big increase that testifies to the success of Nintendo Switch it’s the best consoles Nintendo ever made and this is the most successful move Nintendo followed.
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In 2019 they launch Nintendo switch lite Which is characterized by its small size and easy to carry as well as its varied colours that attracted the interest of Nintendo fans. This version was not very different from Nintendo Switch in terms of the variety of games, but it is similar to it to some extent and this was the goal of the company as they wanted to provide a device similar to Nintendo Switch, but easy to carry as it is It comes in a smaller size and is affordable for everyone as it is cheap compared to the Nintendo Switch and this is calculated as a positive point for the company as it not only thinks about profits but also thinks about customers and how to provide them with products at reasonable prices where everyone can buy them without exception
Nintendo is one of the successful gaming companies that has provided its customers with various types of products at various prices and provided them with a wide variety of video games that customers want and has always focused on quality and how to attract customers as it has, during the past years, introduced Wi-Fi service in its games and it became easy to buy games online and Play with your friends around the world.However Nintendo games is suitable for different ages, and this is one of the reasons for Nintendo's popularity as it does not target a specific age group, so you see their fans of different ages, from young to old The extent of their popularity and the diversity of their content.
TARGET MARKET
Target market process can be cut up to segmentation, Targeting and Positioning. The requests and needs are different for every customer. Hence, we need to have a clear cut on customers demand to accomplish planned goals and eventually aim for an increase in sales and brand loyalty. Nintendo’s target market is pretty simple and straight forward. It proposes a number of gaming consoles, toys and many other electronics. Which assisted in creating a diverse channel among their users (Bhasin,2019). After launching the Nintendo Switch which is one of the popular gaming consoles, The company Nintendo targets individuals whom interested in video games whether in home or on the go (Steves,2019). Studies reveal that the Nintendo Switch has sold over 63 million consoles over the world (Gough,2020). Variety of competitors are ongoing in the battle. Such as, PlayStation, Xbox and many others. But few have survived while others are considered Dogs according to the BCG Matrix.
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STEP 1: in the target marketing process is segmentation, where market segments can be identified and described. Segmentation is the activity of splitting a huge market into a narrow one. Depending on, significant and common characteristics. Nintendo has implemented a segmentation strategy that offers a huge range of products that amuses their customers. For example, launching Nintendo Ds and Switch. Segmenting based on consumer markets. Including, demographics, psychographics and behavior aspects. Demographic segmentation focuses on people ranging from 15 up to 35 of age. To add, behavioral segmentation targets gamers excluding hardcore gamers. While psychographic dimension is interested in the different types of users. (Kathryn V., Alice F., Kathy H., 2017).
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STEP 2: is Targeting, it can be done by, evaluating the segments. Nintendo has evaluated the segments successfully through focusing on the main target market. Whom are interested in gaming. Focusing on generation Y whom ages are from 25 up to 35 years (Bhasin, 2019).
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STEP 3: is positioning. Which refers to what image of the brand the company wants to create in the mind of consumers. Nintendo has implemented a distinct strategy than what Microsoft and Sony has used. They built consoles for hard-core gamers and whom are more in depth in gaming. To add, Nintendo has made gaming casual and allowed access to mobile software. Such as, Mario Kart 8, Shyrim and Dark Souls.(Bhasin,2019). This will add value to the company and make it stand among rivals.
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MARKETING MIX
The Marketing Mix of Nintendo covers the 4P’s which includes Product, Price, Place and Promotions. Which has helped the company to grow and have a distinct footprint in the market. Several marketing strategies were used as of 2020. It includes product/service innovation, marketing investment, customer experience and many others (MBA Skool Team,2020).
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