Nintendos Wii - Case Study Example

1. Nintendo’s vision was to target a wider demographic s and its market vision was to stress on the need for player interaction which was uncommon in the gaming field. This significantly helped the company in designing new product process for the Wii gamimg system. Acoording to my iwata , the Wii “could not have been accomplished if we had tried to make a new game console in the conventional manners.” This entails that the vision of the company could not have been achieved if it had backtracked on the innovative strategy in preference for the conventional methods of designing the game. 2. The positioning strategy used by Nintendo in this highly competitive market is based on product attribute.

This strategy is based on product feature, function and benefit. The Wii product stresses on player interaction which features remote access as well as internet access. This strategy has significantly contributed to Nintendo’s increased popularity since it received a lot of positive reviews for being innovative and “thinking differently” from other players in the market. However the drawback of the strategy chosen by Nintendo is related to accuracy of the remote. Overall, Wii has managed to win market dominance as a result of the fact that it is unique and different from other similar products found in the market. 3. A brand name identifies the product and it is used to distinguish one product from the other in the market.

Basically, branding is a very effective strategy in marketing since it helps the customers to identify with the company. Brand names come from different sources and they have different connotations and meaning. In this particular case, it can be seen that the original code name, “Revolution” was actually favored by many people within Nintendo. This is a suggestive name that requires some imagination to link them to the nature of the product. The original brand name speaks volumes about the product since it suggests that it is new and totally unique in the sense that it is unmatched by products already existing in the market.

However, the final selection of Wii was somewhat controversial at the time since the brand name was not as powerful as the original one.