Nintendo's Wii Fit Plus - Research Paper Example

Download file to see previous pages The game was design to help the exercise needs of people of all ages. The game is fun and very well designed. Current Marketing Situation – Market Description The product can target various consumer population demographics. The product can be marketed as a tool to fight obesity. In the United States over 33% of the children are overweight (Colucci, 2006). The product can also target active teenagers that like interactive games. Another population demographic that should be targeted by Wii Fit Plus is senior citizens that need more exercise. The overall use of exercise video games that have interactive features such as the Wii Fit Plus is on the rise. The firm must capitalize in this market opportunity. Current Marketing Situation - Product Review The exercise video game offers over 60 activities and exercises including strength training, aerobics, and yoga (Wii, 2011). The game allows its users to develop customized exercise routines. The memory of the game can be used to create a log of the exercise routine schedule performed every week. The game is fun and can be played by people of all ages. Needs and Corresponding Features/Benefits Chart Targeted Segment Customer Need Corresponding Feature/ Benefit 1. Exercise enthusiasts 2. Traditional games 1. Need to burn calories 2. Need for interactive features 1. ...
ures Perform strength training, aerobic, and Yoga routines Take classes in Yoga, Martial Arts, Tai Chi Features nine dancing styles including salsa, hip hop, and mambo. (Videogameall, 2011). Distribution Review Nintendo should use exclusive distribution for the Wii Fit Plus. The reason the should use exclusive distribution is because this strategy allows the firm to control the advertising and pricing strategy for the product. The channels the firm should include indirect channels to be better able to penetrate the exercise enthusiasts market. Strengths / Weaknesses An A strength of the company is the quality of its managerial staff. An additional strength of the product is the brand value of Wii Fit which has sold millions of copies. A weakness of the product is that it does not include any dancing routines as part of the exercise options. A second weakness of the game is that Wii-Fit Plus is not available to be sold in other console platforms. A third weakness of the game is that it does include sporting options within the options to perform exercises. Opportunities/Threats Opportunities Threats Achieve growth by targeting non-traditional gamers by focusing on exercise enthusiasts Xbox 360 Kinetic sensor technology Market the Wii-Fit Plus as an exercise simulator Market becoming saturated of exercise video games Increase the Nintendo Wii console sales The current distribution channel strategy might not be able to reach the exercise enthusiasts. First Year Objectives and Issues for Achieving The objective of the Wii Fit Plus was to create an expansion pack that could be sold to a target market of 22 million Wii Fit users (Officialnitendomaganize, 2011). The company also wants to increase its market share to become the best exercise game in the industry. Positioning ...Download file to see next pagesRead More