MARKETING MANAGEMENT

Marketing Management

Marketing Management

Describe Nintendo Wii three main target consumer groups.

Nintendo's Wii three main target consumer groups Nintendo discovered that in order to succeed in its business undertakings, it needs to target different groups of consumers that are sure to earn them a substantial profit. It therefore purposed to intensify its promotion strategies to high earning individuals most of whom were young adults and therefore interested in video games. Their target customers comprised of members of the armed forces that were mostly interested in golf, teachers that mostly took wine and other citizens who owned pets (4b_ntendo 2006). After grouping the groups in such segments, they had to consider how much they earned.

Looking at the three groups, they are probably the highest spenders due to the high income that they receive. There are also other companies that are targeting such groups. For instance, the golfers may also be targeted by the sports wear company in an effort to bring them the current sports wears. They are therefore competing with Nintendo for a share in their spending (Derval 2008). Teachers that were also targeted have a passion for wine and they are also likely to spend some of their income on wine. Wine companies will therefore compete with Nintendo for the share in their spending. Citizens were also identified to have a passion for pets; as Nintendo will be trying hard to market their video games, the pets company will also be trying hard to make them buy their pets. This will therefore result into high competition.

The importance of such segmentation is to ensure that Nintendo knows how to strategize so that it can gain the biggest share in the market. Knowing the interests of the group being targeted is important for a company that desires to win such customers in future (Farhoomand 2008). It may not be easy to change people's interests but the kind of products that are manufactured can be done in a way that that will influence their decisions.

What is Wii's unique selling proposition?

Nintendo faced a tight competition from other similar companies which made it to strategize on new means that would ensure that it secures a share in the market. The company therefore decided to target individuals that were not into video game. The strategies were aimed at influencing the individuals to start playing the games and be its potential customers by designing simpler games that were easy and interesting to play. Such games were also to target individuals of all age groups irrespective of their gender or social status (4b_ntendo2006). The games were based on real scenarios of life rather than the common ones that are based on fantasy. The Wii is a game that is preferred by all groups of people including students and patients. Doctors and teachers have encouraged patients and students to play the games as a way of exercising their brains. They are usually used to stimulate their brains and make them alert.

From a strategic perspective, cite the main reasons why ...