MARKETING

WHY DID THE NINTENDO SWITCH

BECOME POPULAR DURING COVID-19?
BRAND ANALYSIS

DURING THE CORONAVIRUS PANDEMIC AND RESULTING STAY-AT- HISTORICAL BACKGROUND

HOME RESTRICTIONS, UNSURPRISINGLY, MILLIONS OF PEOPLE ARE NINTENDO, HAVING BEEN FOUNDED
LOCKED DOWN IN THEIR HOMES FOR LONG PERIODS AND IN 1889, IS THE OLDEST VIDEO-GAME
DESPERATE FOR NEW WAYS TO PASS THE TIME. THE RESULT IS COMPANY IN THE WORLD.
MANY VIDEO GAMES COMPANIES HAVE A RECORD SALES SURGE. THEY ORIGINALLY WERE A COMPANY
NINTENDO HAS BEEN ONE OF THE COMPANIES TO SEE A SURGE THAT MADE PLAYING CARDS. THEN IT
IN DEMAND DURING THE CORONAVIRUS PANDEMIC; IT RAISED ITS WENT ON TO MAKING TOYS, BUT IN
FORECAST FOR SWITCH SALES IN MARCH 2021, WHICH EXPECTED THE 1960S, THEY STARTED DOING
TO SELL 24 MILLION CONSOLES UP 26% FROM A PREVIOUS OTHER THINGS, SUCH AS OWNING
FORECAST OF 19 MILLION. AS A RESULT, THE NINTENDO SWITCH HOTELS. THEY BEGAN MAKING VIDEO
HAS BECOME THE ULTIMATE COVID-19 LOCKDOWN ACCESSORY. GAMES ONLY IN THE 1970S.
IT BEATS BOREDOM AND LONELINESS BY WAY OF CULT CLASSIC
GAMES LIKE ANIMAL CROSSING: NEW HORIZONS.

STRENGTH
Affordable gaming for every
ages
Focus heavily on customer
satisfaction
Partner with other company
to use the characters
Innovative gameplay
including both aiming and
motion sensitivity
Multiple distribution: Ebay,
retailers, Amazon
WEAKNESS
Short supplies for high
demands during COVID-19
Lockdown
Not appealing to older or
more “serious gamers”
Spend large percentage on
promotion
Product launches are
expensive and not cost
effective

OPPORTUNITIES THREATS
Expand digital business with The growing trend of
downloadable and add=on mobile and online
content games
Get exclusive rights to Competitors: Microsoft
COMPETITORS
Disney content (Xbox) and Sony
SONY, MICROSOFT,
Develop more sophisticated (Playstation) ELECTRONICARTS, PIONEER, AND LG.
games/graphics to draw in Short customer life- TARGET MARKET
customers cycles due to changing URBAN KIDS AND FAMILIES FROM THE
UPPER MIDDLE CLASS.
Target growing countries preferences
that are just getting access
to broadband Internet
THE SURVEY RESPONSES FROM 63 THAI PEOPLE BRAND FOCUS
FROM AGE BELOW 18-40 YEARS OLD SHOW IDENTITY IS AN IMPORTANT PART OF THE
THAT: NINTENDO MARKETING PLAN.NINTENDO
DURING THE COVID-19 QUARANTINE MOST OF POSITIONED THEMSELVES AS SOCIAL AND
THE PARTICIPANTS SPENT THEIR TIME TO ACTIVE ENTERTAINMENT THAT BRINGS THE
WATCH MOVIE (74.6%) AND PLAY GAMES WHOLE FAMILY TOGETHER AND SUPPORTS
(65.1%) MOVEMENT AND EXERCISE. WITH ITS
33.3% OF THE PARTICIPANTS PREFER TO USE INNOVATION AND WIDE ACCESSIBILITY THAT
NINTENDO SWITCH AS THEIR DAILY GAMING PANDERS TO ALL AGE GROUPS, NINTENDO HAS
ACTIVITIES AND 34.9% PREFER TO USE THEIR BECOME A GLOBALLY KNOWN BRAND;
PHONE. THEREFORE, IT UNDERSTAND THE POWER OF A
92.1% OF THE PARTICIPANTS HAVE HEARD OF NAME. ALL NINTENDO PRODUCTS, GAMES,
NINTENDO SWITCH BEFORE; MOSTLY FROM CONSOLES AND ACCESSORIES ARE STAMPED
YOUTUBE, FAMILY, AND FRIENDS. WITH THE LOGO OF THE COMPANY, ALLOWING
MOST OF THE PARTICIPANTS KNOW NINTENDO FOR NEW GAMERS TO EASILY DISTINGUISH
SWITCH GAMES: ANIMAL CROSSING (1ST NINTENDO APART FROM THE REST, AND
PLACE) AND MARIO FRANCHISE GAME. GUARANTEES THE QUALITY NINTENDO BRINGS.
64.3% OF THE PARTICIPANTS CHOOSE MOREOVER, NINTENDO IS A COMPANY THAT
NINTENDO SWITCH INSTEAD OF OTHER PROSPERS AND THRIVES ON THE SATISFACTION
BRANDS BECAUSE OF PORTABILITY, 54.8% OF ITS CUSTOMERS, AND DOES EVERYTHING IT
BECAUSE NINTENDO’S GAMES, 35.7% BECAUSE CAN TO CREATE NEW AND EXCITING WAYS TO
OF THE DESIGN. EXPERIENCE VIDEO GAME ENTERTAINMENT.

CONCLUSION
THE STORY OF NINTENDO’S ASTOUNDING BRAND SUCCESS IS DOCUMENTED BY BRANDJAPAN, AN
ANNUAL SURVEY, NOW IN ITS TENTH YEAR, MEASURING THE STRENGTH OF OVER 1,000 BRANDS IN
THE JAPANESE MARKET. NINTENDO WAS BLESSED WITH A TALENTED GROUP THAT WAS
EXTREMELY GOOD AT CREATING GAMES AND HAD A TRACK RECORD OF DOING SO OVER THREE
DECADES. THE NEW STRATEGY LIBERATED THIS GROUP TO BE CREATIVE AND FULFILL ITS
POTENTIAL.

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