Nintendo for SeniorsYi ZhangYibo Yuan

Xuanming ChenAlvin J. Macadangdang

Darrel AdamsMktg 3410

Spring 2011Prof. Yi He

Table of Contents

• Nintendo geared for Seniors• Benefits for Seniors• Project Objectives• IMC Campaign  • References

Nintendo Today

• Main competitors: Microsoft(xbox 360) & Sony(PS3).  

• Market value of $85 billion. 

• Multinational corporation. (American  & Japanese Division)

Senior Citizens • Senior Citizens range from 55

years old and above.• As technology becomes a vital

in during an era of globalization, more seniors are adapting to technology.  

Nintendo for Seniors

• The Nintendo Wii has been a popular gaming console for families.

• Our target market – Senior Citizens.

The increase of usage•The number of gamers over the age of 50 increased by 15% from 1999 to 2007 (Entertainment Software Association).

Positive outcomes:• An increase in sales of

electronic games, suitable for age group.

• Wide variety of games they would like.. ex: "Wii Bowling", "Wii Sports".

• Convenience• Simple

Nintendo : Customer Relationship MGMT,Benefits for seniors

o The goal of Nintendo for Senior Citizens is to not feel intimidated by technology. Enhance firm image towards

seniors through relationship management.o Nintendo can provide benefits such as social bonding, exercise, boosts hand-eye coordination, cures boredom,

etc..  o Nintendo' s Mission Statement. "We believe it is essential not

only to provide products of the highest quality, but to treat every customer with attention, consideration and respect. By listening closely to our customers, we constantly improve our

products and services."

Variety for Fun

• Wii Sports & Wii Sports Resort get senior citizens on their feet and moving

• Promotes healthy lifestyle by exercising

• Improves balance & self-confidence

• The Wii makes it easy for seniors in the following ways:

• Intuitive motion controls

Ex:

IMC: Marketing Objectives Marketing Objectives: Target senior citizens (55 yrs+) with Nintendo Wii. Build customer relationships with senior citizens. 

Promotional pens, fliers, manuals, brochures, newsclips, television ads, promotional news. 

• Position Nintendo Wii as a"healthy" product. Examples: real-time feedback, motivational tools(friendly annoucers), exercise friendly. 

 

"Big idea" Nintendo IMC Campaign

• Sell at local retirement centers. 

• Promote Nintendo through demonstration. 

• Sell seniors to buy more!  • Present a "Senior-friendly

image". • Goal is to put a smile on

people's faces.  • Seniors are interested in

what you have to say.• Down to Earth.• Simple and easy to use

Nintendo products 

"Wii would like to play!!.."Yes Wii would!"

It’s Play time!

• A popular fixture in many senior centers & elder care facilities

Nintendo Wii

Much more than playing…

• Physical Therapy for senior citizens

http://app1.kuhf.org/houston_public_radio-news-display.php?articles_id=23340

“It allows us to look at their cognition, their vision, their physical – whether it’s endurance, strength, balance, coordination – all of those aspects are provided using Wii and it gives you immediate feedback.”- Alicia Lohman(Memorial Hermann Home Health)

Ex: Wii Basketball Free Throw in Wii Sports has you raise both hands in a free-throw motion

Business Situation and Project Objective• Currently Wii is enjoying a great demand for its

consoles. • Wii's success beat all of Nintendo's sales

predictions. • More than 160,000 households pressed red,

boosting propensity to purchase.

• Present friendly reminders and update customers on new information in a timely sequence. 

Business Situation and Project Objective

 • Help build excitement for the launch of the

new Wii and show consumers both its graphics and its revolutionary handset.

  

 • Advertising:TV commercials, media outlets, local radio,

public relation agencies, advertising firms.• Coupons: Give discounts to seniors to entice sales.  • Direct Mail Marketing: Penny Saver, Catalogs, and

personalized mail. 

IMC: Promotions

IMC: Communication Objectives - External Integration: Keep strong business relationships with public advertising firms & public relations firms to deliver an effective IMC plan that will boost sales and decrease costs. - Internal Integration: Keep staff members completely informed of the new IMC plan, send out memos to employees, keep every employee motivated. Value employee's inputs and ideas on how to improve sales. • Develop a new website to

promote our products to a targeted-market (Seniors).

• Have a direct Toll-Free customer service line, 24-hours/7days open. 

Nintendo Power Magazine: A magazine of monthly news and strategy gaming formerly published in-house by Nintendo of America.

Other IMC ExamplesPublic Relations: Sponsorship to senior's organization•    Ex: Retirement communities ,senior's rehabilitation center...

Senior Websites:  www.eldergadget.com &  www.seniorcitizenjournal.com. Online forums.  Sales Promotion: Various activities which aim at improving senior's positivity•           Ex: Senior's Wii Game Tournament

Direct Marketing:          Preferential Price: A lower price for senior citizens to buy Wii and other relevant Nintendo products:•         Senior's Package: a package of games which includes  

senior's favorite,ex: table tennis,golf,fishing,bowling...Personal Selling:        Presentation in senior's centers, introduce Wii to seniors who are not familiar with it.

Erickson Retirement Communities recently hosted a national Wii Bowling Championship at their different locations, handing out a Erickson Sports Trophy to the winner. A trophy that will get moved from winner location to winner location year to year.

Nintendo Wii IMC Budget

Local TV: A 30-second television commercial on a local station in a top 10 market ranges from $4,000, generally during a movie, to $45,000 for time on one of the highest-rated shows.Network TV: A 30-second spot in prime time ranges from $80,000 to $600,000, depending on how high a show is rated and the show's genre. The average is $120,000 to $140,000.

Magazines: Ads in regional editions of national magazines cost an average of about $50 per 1,000 circulation. The average cost of an ad in a local magazine is about $120 per 1,000 circulation.

Nintendo Wii IMC Budget

Billboards: To place several short-term ads for one to three months on those 14x48 signs along the freeway ranges from $5,000 to $25,000 in top 10 markets. Newspapers: A full-page ad in the top 10 markets runs an estimated $120 per 1,000 circulation.

References

• Johnson, Laurie. “Senior Citizens Use Video Games for Therapy”, 17 March 2008. http://app1.kuhforg/houston_public_radio-news-display.php?articles_id=23340

• Leonard, John. “Electronic Games for Senior Citizens”. http://www.ehow.com/list_5950766_electronic-games-senior-citizens.html

• Lorie, Anouk. "Wii-habilitation 'could prevent elderly from falls'." CNN Health (2008): Web. 10 May 2011. http://edition.cnn.com/2009/HEALTH/02/11/wii.fit.elderly/index.html

• Stevens, Tim. “Study Shows Video Games Make Senior Citizens’ Brains Sharper”, 21 November 2007. http://www.switched.com/2007/11/21/study-proves-video-games-help-seniors-brains/

• Crecente, Brain. "Erickson Sports’ Wii Bowling Championship", 4 Oct  2007. http://kotaku.com/307057/erickson-sports-wii-bowling-championship

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