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Perceptual Marketing Plan

In: Business and Management

Submitted By mmanha
Words 15092
Pages 61
CHAPTER

4

Focusing Marketing Strategy with Segmentation and Positioning

These days Nintendo rides high in the video game world. Its DS handheld game, Wii (pronounced “we”) console, and games with characters like Mario and Zelda sell millions of units. The key to Nintendo’s success comes from meeting the entertainment needs of different groups of customers. Back in the 1980s, Nintendo was a 100-year-old Japanese manufacturer of toys and playing cards. If Nintendo managers had continued to just think about the “toy market,” the firm probably wouldn’t even be around now. Instead, they saw profitable new opportunities in the broader “entertainment seekers market.” In 1985, they released the Nintendo Entertainment System (NES) and interactive video games such as Super Mario Brothers. In those early days, video game consoles and software from different producers were quite similar. Even so, Nintendo’s NES stood out as offering better value. And Nintendo’s profits took off because once a household owned a NES console, it qualified as a prime target for new Nintendo games. As the market evolved, Nintendo developed more new products focusing on the needs of different groups of customers. In the 1990s, its popular handheld system, Game Boy, successfully delivered portable fun to kids. Another group of customers, the “hard-core gamers,” played complex and realistic games requiring consoles with high-speed processors and better graphics, so Nintendo offered them its GameCube console. But in this market Nintendo struggled to keep up with competitors like Sony’s PlayStation and Microsoft’s Xbox, which did a better job of meeting these customers’ needs. So planners at Nintendo looked for other customer groups whose needs were not being addressed; they thought that families, senior citizens, and teenage females might buy gaming systems if something met their needs....

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