Behavioral Analysis
K1- Group 7 Remy Janco Afzaan Hakim Archit Deole Filda Mwenje Breanna Males-Strickland
Introduction to ● Founded: 1889 (Oldest Video Game company) ● Initial markets : Japan, Americas and Europe ● Hit consoles : NES, GameCube, GameBoy ● Franchise : Mario, Legend of Zelda, MegaMan, DonkeyKong, Pokemon!
Marketing Issue � Nintendo is failing to satisfy the modern gamer’s desires
Marketing Issue
Marketing Issue
Consumer Behavior Issues ● Cognitive - Xbox One and PS4 are much better options ● Attitudes - Nintendo is not the company it once was ● Perception - Consumers are constantly exposed to mobile phones
Primary Research Survey ● n=57 ● Online Platform- Survey Monkey Long Interview ● Matthew Lynch MS- Healthcare 2016 ● 1 Hour Two Focus Groups ● MICA Students ● Carey Business School Students ● 6-8 Participants + 1 Moderator
Key Findings Users?
Consoles ?
Key Findings Location?
Deciding Factors?
Key Findings •
Students & Young adults
•
Spend at least some time gaming everyday
•
Prefer Smartphones/Laptops for gaming
•
Convenience factor
•
60% have never owned a Nintendo device
Concepts and Theories ● Blue Ocean Strategy ● Marketing Myopia ● Cialdini- Social Proof ● Self Control Failure
What’s the solution? -
Meet the consumers on their phones
- Apple App Store - Google Play Store
Demographic
17-28yrs
Geographic
Psychographic
Behavioral
Positioning “..to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer..”Kotler (2010)
Nintendo - on the go with you “Putting smiles on the faces of everyone Nintendo touches” Nintendo (2015)
Product
Place
Price Anchoring: - Console $75 - App $5 - Cost per install (CPI) $2.76 - Upgrade feature $0.90
Promotion Advertising: - App stores featured games - Social media Promotion: - 3 in 1 $10 - Ad free $0.50 - Refer a friend
Ad Rationale We want to focus on those who grew up with the Nintendo Gameboy and Gameboy Color because those are the people who feel sentimental toward the brand. With this being said, we can also focus on kids who enjoy the “throwback� gaming experience.
Thank you Questions?