MARKETING

MANAGEMENT PSDA
By: Vidhi Nodiyal, Vedant Gupta and Tanisha Saigal
THE PRODUCT
 01 03
INTRODUCTORY STAGE GROWTH STAGE
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02 04
FEATURES OF THE TOPIC ABOUT THE TOPIC
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 INTRODUCTION
The Nintendo Wii was introduced in November 19, 2006 in North America and in
December 2006 for the other regions of the world.
INTRODUCTORY
STAGE BLUE OCEAN STRATEGY
Pursued low costs and differentiation to compete with its
To introduce the product fierce competitors Sony and Playstation.
successfully the following
TARGETED BROADER DEMOGRAPHIC
strategies were adopted: Instead on investing on graphics and quality, it targeted a
broader demographic

COSTLY PROMOTION
$200 million spent on promotion in the first year

INTRODUCED MOTION CONTROLLED GAMES

Introduced a wireless motion stick to differentiate itself against market
offering.
 “Wii sounds like ‘We’
which emphasizes that
the console is for
everyone.”

—Nintendo President Satoru Iwata

 GROWTH STAGE
In 2008 Wii was declared a quantified phenomenon. Retailers were unable to keep units in
stores - months after it was released.

The Nintendo Wii represents an innovation which can be found in between the growth and
maturity stage of a product life cycle, strongly maintaining its dominant design status, and
therefore its decline cannot be seen in the foreseeable future.This conclusion can be drawn
from the fact that the Wii is a console of both technical and price uniqueness and was still
achieving increased sales year by year (sales up 73% from 2007-2008).

Within a year of launch, the Wii became the sales-leader against the other
seventh-generation consoles, and by 2013, had surpassed over 100 million units sold. Total
lifetime sales of the Wii had reached over 101 million units
The Wii repositioned Nintendo as a key player in the video game hardware
marketplace. The introduction of motion-controlled games via the Wii
Remote led both Microsoft and Sony to develop their own competing
products—the Kinect and PlayStation Move, respectively.
 MATURITY STAGE
The key behind the success of this console seems to be its affordability
and Nintendo’s concept of “play, not graphics”. The results of these
simple concepts have led to the Wii jumping into the console life cycle
well ahead of where it should be, at the point where mass market
acceptance becomes high and barriers to entry are low.

Nintendo raised its hardware and software sales expectations four times
in 2007 with Wii becoming the highest selling gaming console in the
world with 24. million units hardware (console) sales and 148. 4
million units software sales by 2008 (sales up 73% from 2007-2008).
By December 2009, the number of Nintendo Wii units sold were 67. 5 million. Its
widespread appeal has lead to everyone, from hardcore gamers to middle aged
couples, becoming early adopters of the Wii opposed to Playstation and Xbox whose
target audience comprises mostly of simply hardcore gamers.

In the late 2012, Nintendo released Wii U, a home video game console, as the
successor to the Wii.
 DECLINE STAGE
While Microsoft and Sony were busy touting the high
definition revolution, Satoru Iwata, the CEO of Nintendo
stayed laser focused on widening the gaming audience. Of
course, the company succeeded at that - but ironically, the
lack of high definition graphics later proved to be one of
the turning points that marked the beginning of the end
for the Wii.
THANK YOU