Nintendo's Wii Fit Plus - Current Marketing Situation - Research Paper Example

of Product Wii Fit Plus is the 2nd version of the best selling exercise video game series, Wii Fit. The game is a specialty game that allows gamers to interact in the game using an electronic board to perform exercise routines. The video game offers a great value proposition because it combines entertainment with exercise. Wii Fit Plus is a product that belongs to the shopping product category. The Wii Fit Plus is in the maturity stage of its product lifecycle. The firm has reached its maturity stage since the original version of the game came out in 2009. Nintendo is trying to squeeze some more profits out of the brand name of the game. The game was design to help the exercise needs of people of all ages. The game is fun and very well designed. Current Marketing Situation – Market Description The product can target various consumer population demographics. The product can be marketed as a tool to fight obesity. In the United States over 33% of the children are overweight (Colucci, 2006). The product can also target active teenagers that like interactive games. Another population demographic that should be targeted by Wii Fit Plus is senior citizens that need more exercise. The overall use of exercise video games that have interactive features such as the Wii Fit Plus is on the rise. The firm must capitalize in this market opportunity. Current Marketing Situation - Product Review The exercise video game offers over 60 activities and exercises including strength training, aerobics, and yoga (Wii, 2011). The game allows its users to develop customized exercise routines. The memory of the game can be used to create a log of the exercise routine schedule performed every week. The game is fun and can be played by people of all ages. Needs and Corresponding Features/Benefits Chart Targeted Segment Customer Need Corresponding Feature/ Benefit 1. Exercise enthusiasts 2. Traditional games 1. Need to burn calories 2. Need for interactive features 1. Aerobic, Yoga, strength exercises 2. Wii Balance Board (Wiifit, 2011). Competitive Review Table Wii Fit Plus Your Shape: Fitness Evolved Zumba Fitness Console Wii Xbox PlayStation 3 Price $19.99 $59.99 $39.99 Peripheral requirements Wii Balance Board Kinect Sensor PlayStation Move Wand Features Perform strength training, aerobic, and Yoga routines Take classes in Yoga, Martial Arts, Tai Chi Features nine dancing styles including salsa, hip hop, and mambo. (Videogameall, 2011). Distribution Review Nintendo should use exclusive distribution for the Wii Fit Plus. The reason the should use exclusive distribution is because this strategy allows the firm to control the advertising and pricing strategy for the product. The channels the firm should include indirect channels to be better able to penetrate the exercise enthusiasts market. Strengths / Weaknesses An A strength of the company is the quality of its managerial staff. An additional strength of the product is the brand value of Wii Fit which has sold millions of copies. A weakness of the product is that it does not include any dancing routines as part of the exercise options. A second weakness of the game is that Wii-Fit Plus is not available to be sold in other console platforms. A third weakness of the game is that it does include sporting options within the options to perform exercises. Opportunities/Threats Opportunities Threats Achieve growth by targeting non-traditional gamers by focusing on exercise enthusiasts Xbox 360 Kinetic sensor technology Market the Wii-Fit Plus as an exercise simulator Market becoming saturated of exercise video games Increase the Nintendo Wii console sales The current distribution channel strategy might not be able to reach the exercise enthusiasts. First Year Objectives and Issues for Achieving The objective of the Wii Fit Plus was to create an expansion pack that could be sold to a target market of 22 million Wii Fit users (Officialnitendomaganize, 2011). The company also wants to increase its market share to become the best exercise game in the industry. Positioning Strategy The positioning strategy of the firm should be based on placing the game in traditional and alternative places to capture both the game and exercise enthusiasts market. The product should be showcased at gaming conferences and competitions. Product Strategy The firm should categorize the Wii Fit Plus as a private brand. The reason the firm has to use this type of brand strategy because the company benefits from great brand awareness by selling the game under the Nitendo label. Nintendo is one of the most widely recognize brands in the gaming industry. Pricing Strategy The pricing strategy used by Nintendo was to sell the software at a lower price that the competition with at retail price of $19.99. The Wii Fit Plus software with Wii Balance Board could be acquired at a price of $99.99. Distribution Strategy Nintendo cannot think of Wii Fit Plus as just another video game. The company has to expand the distribution channels for the product. Wii Fit Plus should be sold at stores that traditionally do not sell video games such as gyms and sporting good stores. At these stores the Wii Fit Plus units would include a voucher to receive a 20% discount off the retail price of a Wii console when purchasing directly from Nintendo. Marketing Communications Strategy The communication strategy the company should use is a pull. Pull strategies are marketing orientated. It is important to build the brand value of the Wii-Fit Plus to increase the demand for the product. Some of the promotional mix tools that should be used by the company include advertising, sales promotions, and exhibitions. The advertising channels that Nintendo should use include the internet, television, and the written press. References Colucci, M. (2006). Child Obesity. Retrieved August 10, 2011 from http://ezinearticles.com/?Child-Obesity&id=243654 Officialnintendomagazine.com (2011). Reviews: Wii Fit Plus. Retrieved August, 2011 from http://www.officialnintendomagazine.co.uk/12835/reviews/wii-fit-plus-review/ Videogameall.com (2011). Xbox 360 – Your Shape: Fitness Evolve. Retrieved August 13, 2011 from http://www.videogameall.com/xbox360-game-your-shape-fitness-evolved.html Wii.com (2011). Wii Fit Plus. Retrieved August 10, 2011 from http://us.wii.com/soft_wiifitplus.jsp Wiifit.com (2011). Training Features. Retrieved August 12, 2011 from http://www.wiifit.com/training/training-features.html Wiifit.com (2011). Wii fit Plus. Retrieved August 10, 2011 from http://www.wiifit.com/buy-now/?sku=bundle Read More