This final assignment for Marketing Management looks at all of the various marketing strategies and best practices for two companies that I have been studying over the past several weeks. Of the two companies and products that I have studied, Sony’s Playstation 3 and Nintendo’s Wii, I have chosen to complete my final paper in regards to the Wii game console. This paper will focus on one-to-one marketing strategies, customer information file development, information-intensive strategies, and customer personalization based on their best practices.
Business Marketing Plan - Nintendo Wii®
After completing several marketing assignments involving game system consoles from Sony and Nintendo, I have chosen to focus on the Nintendo Wii game console for the final project in this class. I have chosen Nintendo’s Wii because it is a game console that has gone beyond the traditional gaming platforms and segments. Nintendo has created a product that can be marketed to more than just the typical segment of male gamers between the ages of 13 and 35. Along with attracting families with games that the whole family can enjoy together, the Wii has moved into the health and fitness market with the Wii Fit. Nintendo has received awards for its Wii marketing strategy including the Grand Effie Award in 2008.
Successful marketing plans need more than just widely available demographic population data and a hunch that a certain marketing tactic will work in a certain area. Nintendo needs to find out who their customers are, how they live, work, and play, etc. The best way to do this is through a Customer Information File (CIF). The data collected for a CIF will come from more than one source. Information can be collected in many ways including point-of-purchase, product warranty entries, paper and electronic
