Overview

Course project

Research paper

Role

Research

Copywriting

Process

• Researched, analyzed, and reported on the gaming industry market focusing on revenue and competitors

• Conducted a SWOT analysis on Nintendo and created a plan of action to address problem areas

• Presented the data and research with team of 4 and made branding recommendations for marketing promotions

Recommendations for Nintendo & Closing Remarks

• One recommendation for Nintendo’s brand manager is to hire more women to work for the company. Currently, the Nintendo of America has over 1,200 employees but only 36.5% are women. In Asia, there are over 2,400 employees and only 19.5% are women. In order to be consistent with its brand message that women belong in the gaming industry, Nintendo needs to hire women to make games for women.

• Nintendo should consider growing their share in the Virtual Reality (VR) market as they only have the Labo Toy-Con 04 VR Kit made of cardboard. There are other VR systems that are compatible with the Switch, but it is inconvenient for customers to get accustomed to two consoles from different brands. Currently Samsung Gear VR holds 30% of the market share, Google Cardboard at 17%, Sony Playstation VR at 9%, HTC vive at 3%, Oculus Rift at 3%, and Google Daydream at 1.5%. Nintendo needs to create a more technologically advanced VR product that meets the quality standards that its competitors are meeting .

• One takeaway from this exercise is that we learned how brands must target different markets as society changes. Nintendo used to be focused on marketing to male gamers, but with the increased awareness for gender equality today the brand strives to be more inclusive.

• Nintendo’s marketing mix is consistent with their positioning. They use retail stores as intermediaries to make their products accessible to their target market of women who value savings and convenience. They have also been including more women in their advertisements to destigmatize female gamers. Overall, Nintendo’s new and enlightened mission will drive them to a prosperous future.

Perceptual Map of Nintendo vs Competitors