3. A B Mission and Vision Present Situation Vision Marketing plan GAP 3
4. B A Mission and Vision Mission: Make the WII no.1 Game for all ages groups Vision Present Situation
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7. WII Vision at Its Finest WII…The perfect way to bring ALL together..
8. Nintendo Wii Wii is a new videogame console that has become a mega-hit. Since its launch in December 2006, interest has been so great that Nintendo cannot keep up with demand. Wii makes use of a remarkable motion-sensitive controller called the Wiimote™, which resembles a TV remote control. It's designed to be more inviting and comfortable for non-gamers to use, unlike button-heavy controllers. The Wii Remote can be swung like a racket in a tennis game or like a sword in an adventure game. It is designed to be intuitive - players can understand how to play instantly, even if they've never played a video game before.
11. Manufacturer: NintendoA veteran videogames company that got trounced in the last console battle with the outclassed GameCube. Nintendo is currently enjoying a return to form thanks to the phenomenal success of the Nintendo DS handheld and the unbelievable response to its revolutionary Wii console. Price:A very reasonable 2,500 EGP gets you a Wii console, a remote and a bundled title - Wii Sports - that means you can enjoy the Wii experience without having to fork out any more cash! Leading Games:Wii Resorts, Wii Fit, Wii Sports, Wii Play, Mario Kart Wii, Super Smash Bros Brawl, Super Mario Galaxy, Mario Party 8, Legend of Zelda, Link's Crossbow Training, Mario & Sonic at the Olympic Games. Online Service:Nintendo Wi-Fi Connection can support up to 32 players at once and includes features such as worldwide matchmaking, leader boards, tournaments, plus there's downloadable content also available from the Wii Shop Channel.
12. Cont. Tech Specs:Nintendo admits that the Wii is focused on playability and game play rather than cutting edge visuals. A 3Mb graphics card capable of generating 500 million polygons is at the heart of the console. The processor is a surprisingly low 243MHz Claim to fame:It's all about the control - the revolutionary motion sensor design means you feel a lot more part of the action. Then there are the very unique game types that will only come out on Nintendo thanks to it's range of accessories like the Balance Board. Aimed at:People who rate game play higher than graphics, those who like the idea of a more active control system and lovers of family-friendly games. Success Rate:Very high - It's the number one selling console in the UK with over 5 million units shifted since it's 2006 launch - innovation at an affordable price, plus fitness and party gaming in the comfort of your lving room. What's not to like?
13. Xbox 360 Manufacturer: MicrosoftBill Gates and his billions got into games in a big way with the launch of the Xbox. Then, as if out of nowhere he went and launched the Xbox 360 before Sony had enough time to say 'PS3!' Price:You're looking at 3500 EGP for the top-of-the-range 160Gb Elite, including games and wireless controller Leading Games:Halo 3, Gears of War franchise, Grand Theft Auto IV, Call of Duty franchise, Forza Motorsport, Fable II, Assassin's Creed, Marvel: Ultimate Alliance and Guitar Hero franchise. Online Service:Xbox Live is probably the most advanced service with features including Windows Live messenger integration, voice and video chat as well as Xbox Live Marketplace for free and premium content like games, expansion packs, television shows, movies and more. Users can also join the XNA Creators Club to create and sell their own games in the Marketplace for Microsoft points.
14. Xbox 360 - Cont Tech SpecsWith a clock speed of 500 MHz, the Graphics Processing Unit (designed by ATI) is able to support up to 48 different pixel shaders - something which allows developers and artists to use some truly gorgeous rendering and special effects in their games. Claim to fame:A combination of Xbox Live for online play combined with HD playback functionality as long as you've got a shiny HD Ready TV to enjoy them. An HD DVD add-on can also be purchased for movie viewing enhancement. Aimed at:'Real' gamers who want the most from their console and who enjoy online gaming and downloads. Success Rate:The 360 has sold over 3 million units in the UK since it's 2005 launch, placing it at number 2 in the great UK console race.
15. Play station 3 Manufacturer: SonyOnce the world's number one console manufacturer, now the third contestant in the race, Sony sure took its time with the PS3. But considering the success of the PS2, they could be perhaps forgiven for being the last to get in the ring. Price:This is the biggest obstacle for the PS3, although their latest price slash has brought their bundles down to the 2700EGP mark, which is also the cost for their new 120Gb Slim model. Not cheap, but add the fact that it doubles as a highly rated Blu-ray player and you have yourself a 2-in-1 bargain in any language. Leading Games:Gran Turismo 5, Motor Storm franchise, Metal Gear Solid franchise, Grand Theft Auto IV, Resistance: Fall of Man, Uncharted: Drakes Fortune, Heavenly Sword, Killzone 2, Ratchet and Clank Future. Online Service:Online multiplayer gaming and digital media delivery service PSN (PlayStation Network) has over 20 million registered users. It allows for community-based interaction plus games and video downloads from the PlayStation Store.
16. PS3 – Cont. Tech Specs:The PS3 is one of the first machines to boast a Blu-ray player - that enables ultra high definition picture quality for both games and movies. Then there's the graphics card - a market leading Nvidia chipset that can display 1920x1080pixel resolution and has built in Wi-Fi. Claim to fame:It's PlayStation! Plus it's the cheapest way to combine a cutting edge console with a state of the art Blu-ray player. Aimed at:Any existing PlayStation fans. But you'll need deep pockets with the current cost of kit. Success Rate:The higher price and delayed launch may well have contributed to the console only reaching third place so far in the console wars, with around 2 million units sold in the UK since it's 2007 launch.
17. WII Survey 50 interested persons in home electronic games were subjected to this survey: Do you have a Video Game??? 70 %, 35 people have e-games: 85 %, 30 do have “Play Station” 15%, 5 have other electronic games. 30 %, 15 don’t have e-games: 50%, 7 thinking of having a game after having children. 33%, 5 don’t have any but interested in having one. 27%, 3 not interested.
18. The targeted segments of our campaign are all the family members including grand fathers and grand mothers: People having e-games and thinking of the upgrade and change.(between 3-25 years old) People thinking of having e-games before/after having children.(New couples, between 26-40 years old) Not interested people. (between 41- …)
20. Business Objectives Volume: Sell 1000 Wii within 2 years Revenue: deliver 2,500,000 EGP Profit: deliver 500 EGP profit per console.
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22. How do we develop our console technology in such a way as to keep consumer pricing more accessible and still make a profit on the console?
23. How do we inspire and enable Game Production companies to create a new stream of games that are relevant and exciting for a whole range of demographic groups and interests? WII Swot Analysis
24. Attention Achieve spontaneous awareness of Nintendo Wii among 30 – 65 yr olds from virtually nil to 50% within 2 years of launching. Convert 50% of 11-16 yr olds who currently have a Play station to Nintendo Wii within 2 years of launching. Encourage impulse or 2nd console in household purchasing, measured by above average scores on ‘ bought as an impulse’ 2 yrs from launching. Interest Recruit consumers (Get promoters) Desire Action Retain current consumers (Increase spend/ promoters) Retention Marketing Objectives
26. Target Segments: All Age Groups Newly married couples Athletic people Segmentation
27. Marketing Activities PRODUCT: Constant stream of new games covering all interests e.g. Brain Teasers, Sports, Cookery, Pets, Life Coaching. PLACE/PROMOTION: New product launches supported by advertising focussing on user benefits. PRICING: Nintendo has used off the shelf parts to make Wii console. They can offer the Wii at a lower entry price compared to its competitors. In US introduced Wii at $250 in the US vs. PS3 at $599 and the Xbox 360 at $399. Wii is affordable as an impulse buy (if you could find one to buy!).
