In this weeks breakout session the topic was Nintendo and their latest and best gadgets. The group discussed and reflected on the given questions and came to an overall conclusion on each of the three products that where on show and the company as a whole. The organisation Nintendo have been extremely clever in the way in which they have marketed their recent products, as it has enabled them to cover all the market segments. By this we mean that Nintendo have a product for the young to the old, males and females and from the inactive to the active.
The first product we viewed was the Wii you, this is their latest in a range of Wii components that Nintendo have released. We found that it’s mainly aimed at the younger generation and family environment. This is clearly indicated in the way Nintendo have advertised this console. The bright theme and loud dance music will be highly appealing to kids, and throughout the advert it shows how young children will benefit the most from this gadget. However, they have also tried to push for another alternative, lower key couple and family market, by introducing movie capabilities and other mature features. As a group we liked this innovative add on to the older Wii console, but we all agreed that in comparison to other products on the market like the Xbox Kinetic, that it looked dated in terms of the technology used in its creation.
The next Nintendo product was the Wii fit, another extra add on to the Wii console. In this advert it was clear to see that the target market was busy mums, and the fact that no matter how much they had on their plate they still had time to have fun, being active on the Wii fitness board and game. Once again as a group we really liked this product, and many of us owned one ourselves. We thought that changing the target market in the adverts from families and kids to the individual mum was a good tactical move and will benefit the company massively as modern lives are only getting busier.
The final product advert we watched together was the older less demanding Nintendo DS. To complete their market dominance Nintendo have produced another product that appeals to all markets, but in this advert via the use of Terry Wogan they have narrowed this just to the older generation, with the theme of keeping the brain active and in shape from the comfort of your living room. They achieved this look by incorporating aged and mature surrounding in the advert, for example a wood burning fireplace and the position of the dated armchair in a library. The final issue we considered was the use of the actor, as influential and clever person, Terry Wogan would inspire and encourage the sales of the DS.
At our current stage we a slightly behind the given point of progress, but after this weeks session we have arrange to meet up outside of the class hours to catch up. The main reason for this delay in development is because of the struggle we faced with the TOWS matrix. This was because we all got highly confused in how to complete it correctly with the information we had and more importantly didn’t have. This also had other consequence as not finishing the matrix meant we couldn’t move on to the critical success factors.
When we left the class session we were all assigned tasks to go and research and source information on Adidas as a whole company, which would enable us to complete the matrix when we meet up again in the library. Our findings showed that:
Threats
- Counterfeit products may hurt brand image
- Intense competition may hurt brand image
- Foreign markets us susceptible to currency fluctuations
- Reorganization the potential to increase efficiency
- Sponsorship at event enhances company profile
- Growing online presence
- Dependency on third party manufacturing
- Research/ continuous development of new products
- Wide geographical market
- Strong brand portfolio
- Completion of critical success factors (CSF)
- The creation of the actual poster design and layout
- Preparation of continuing blogs
Jordan Gillett
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