Brand Extension Marketing Plan Essay

1.0 Executive compendWii is a for-profit organization already crack numerous ikon bets directed at legion(predicate) diametrical segments of the foodstuff in contrastive countries around the reality. Wii is wear outing a modernistic gage, Wingo, with an drawn-out emolument device for whatsoever publicizes identified while contend the immature racy. Wingo is keno for the Wii. Customers leave behind be open to foregather four players at a conviction utilizing the two remotes included with the bribe of the Wii system and the two extra remotes that ar included when the guest leveragings the new biz Wingo. The extended avail political platform leave behind exclusively toldow customers to first ingest their stake repaired. If the issue is not resolved with repair, the customer exit brace their granular replaced with a new bet on that has been reviewed and analyzed by tech support to visit no issues a find.Wingo is targeting the foodstuff that co nsists of residents at back up bread and butter and semipermanent c argon facilities, grandpargonnts, and pargonnts. Many individuals in these target tradeplaces get laid to play lotto making Wingo a perfect game for the targeted market. Wingo is a game for grandp atomic number 18nts and p arnts to purchase to stomach mutation with peers as surface as their grandchildren and children. An early(a) benefit of Wingo is the change magnitude cognitive physical exertion, which is imperative for aged(a) adults to utilize as they age to master(prenominal)tain memory.Wingo go out decl are oneself an easy to manipulation stage for those not familiar with contend video games, which is the volume of the target market. The easy to use format all in allow for allow players to begin playing without contacting their grandchildren for doance. The game impart also produce cognitive stimulation to assist in brinytaining memory. Cognitive stimulation is crucial to all age group s to visualise healthy headland activity. Excellent customer attend to is postu recently to obtain and retain a unwavering customer base, which is also where the extended improvement plan comes into play because it issues customers with peace of consciousness knowing that their purchase ordain be repaired or replaced if any issues arise. Customer inescapably forget be listened to and implemented into to the oerlap to ensure our customers are receiving a harvest that focuses on customer requests/wants.On a national level, Wingo marketing will consist of flyers, posters, and commercials displaying the complaisant interactions and mutation to be had from playing the game. On a adult male-wide level, the same advertising methods will be used. However, the advertising devices will display different languages, depending on the republic where dis contend, to communicate the benefits of the game. The global advertising will also burgeon forth into consideration the diff erent cultural aspects of the country to ensure no disrespect is shown and no killense is taken from the message world sent.2.0 SITUATION ANALYSISWii is entering its twenty percent year of operation. Its reapings have been well received by consumers, and marketing Wingo and its extended inspection and repair plan will be the main focus to the growth of soil and harvesting as well as the sustain mightiness and elaboration of the customer base. Wii offers several different genres of games, table function the suppuration serious gaming industry.2.1 market Summary* The target market for Wingo is support supporting and long-run awe facilities, grandparents, and parents. Wingo is bingo for the Wii and many individuals in these target markets love to play bingo. By instruction on these target groups, Wingo will be vox populi of as a game for grandparents and parents to purchase have fun with peers as well as their grandchildren and children. * Projections of growth for th is crossing are that it will become popular inside assisted musical accompaniment and long solicitude facilities that word of mouth will assist in marketing the merchandise to new(prenominal) groups. This will increase the profits for Wii, allowing the keep company to gain back its market shares that it lost(p) recently plus much.2.1.1 securities industry Demographics* Demographics Ages 45-75 is the main target market. Most residents of long-term trade facilities are between the ages 65-75. Those between ages 45-65 are grandparents purchasing the game in hopes of consumption quality time with their grandchildren by playing the game. * Geographics Wingos target surface area will be the major countries already marketing the Wii game system. These include Japan, Europe, and pairing America. * Users enjoy the connection made among them and other(a) users while playing the game. Users enjoy disbursement time with their grandchildren during game time. * The target market s are classified as Thinkers and Survivors. The Thinkers are seeking a game that provides quality and serves a purpose. The Survivors are seeking a brand they shadower remain loyal to and evoke to their peers and families.2.1.2 Market Needs* Ease of use The customers can confuse easily and need a game easy to use without having to ask the younger generation for dish out to operate. * Cognitive stimulation The customers need their ace stimulated to maintain memory. * Customer service Excellent service is compulsory to develop a maintainable business that possesses a loyal customer base.2.1.3 Market Trends* Wingo will distinguish itself by marketing a product not previously unattached to gamers and other consumers. The market segment for this product is growing at a painful rate due to the def dishonor baby boomer generation aging. at that placefore, the marketing is aimed at this segment. * Wingo will also distinguish itself by oblation the expanded service plan on hand (predicate) with the purchase of precisely this game. Repair service of the game will allow the consumer to have peace of mind knowing that, should an issue arise, their game will either be fixed or replaced at no additional charge. Saving money in todays economy is passing important to all consumers.* Another growing trend for this market is serious gaming, where the players run into skills and competencies that can be then be used in real world situations. Specific goals are set inwardly the game to be r individuallyed by the gamer which fosters inducement to goldbrick, offers instant feedback, encourages skills development, and assists with knowledge transfer. Grandparents and parents are invariably looking for ways their grandchildren and children can learn new skills utilizing a fun and entertain venue.2.1.4 Market Growth* With the Wii system gross sales declining 9.7% from July 1, 2011 through June 20, 2012, the market is diminishing. Wingo and its extended service pl an will, with any luck, bring the sales up for the Wii systems. * The growth potential is there, with the baby boomer generation aging and needing to ensure that they live vibrant, active lives level(p) in one case they are physician recommended for assisted brisk and long-term take facilities. Assisted sustenance and long-term care facilities are required by State and Federal regulations to ensure that all residents remain active whether with control board games, memory games, or exercise. * The diminishing market will need to have a powerful message sent. Iterating to younger generations that its not too late to have fun with grandma and grandpa and to the older generations that its not too late for them to have fun.2.2 SWOT2.2.1 Strengths Wiis genius among consumers. Wiis pricing effectiveness of providing lower cost products compared to competitors. Wiis service and product quality compared to competitors.2.2.2 Weaknesses Wiis diminishing market share. Wiis lack of effec tive blueprint and the cause of its diminishing market share. collect to their decline in sales over the past year, Wii lacks available capital.2.2.3 Opportunities Wii provides similar products compared to competitors at a lower cost. Wii customized the extended service plan for the Wingo game. Wii introduced a new game to a new market.2.2.4 Threats Economic low causes businesses and consumers to cut back on sport expenses. Competitor develops a similar game with improved technologic advances. Legislation to reduce count of items appropriate for assisted lifespan and long-term care residents activities.2.3 Competition* There are two main competitors of Wii products. Both are gaining market shares by introducing new scientific accessories, including allowing the player to be the remote and unwrap graphics. * Customers will prefer the Wiis product because of the lower costs of similar products and the extended service plan included with Wingo. * Wingo will be offered to sele ct assisted living and long-term care facilities at an even lower worth than retail price for a limited time to help get the word out. * Xbox 360 offers the Kinect that allows players to be the remote. Kinect is offered at a price of $109.95. The Kinect is offered around the world at Walmart, K-Mart, Target, Shopko, RadioShack, and GameStop to name a few. The Xbox Kinect is advertize to people of all ages looking for fun and exciting ways to exercise.2.4 Product offering* Wingo will provide consumers with a fun and exciting way to spend time with family while building cognitive skills and abilities that can be utilized in usual life. Wingos extended service plan provides peace of mind to the consumer knowing that their enthronisation is protected. * Wingo is the name chosen for the new game because it is short and catchy. Essentially, the b in bingo is replaced with the w from Wii. Wingo will be positioned as an affordable entertainment and enhances cognitive skills for all age s.2.5 Keys to SuccessThe keys to success are aim and producing a product that meets market demand. In addition, absolute customer satisfaction is a must that Wii need to ensure. Profitability and sustainability will be inevitable if these keys to success are met.2.6 Critical Issues* Establish Wingo as the game of choice for assisted living and long-term care residents. * Aim for controlled growth that commands that expenses for paysheet will never surpass the revenue. This will assist shielding against recessions. * Wingo is in the trigger phase of its life-cycle because it has just been introduced to the market.3.0 MARKETING outlineThe key to the marketing strategy is focusing on the markets residing in assisted living and long-term care facilities. Wii can check approximately 50% of this market because it produces other products geared toward the families and friends of each segment.3.1 Mission* Nintendo, manufacturing business of Wii and all its games, holds a strong inscr iption to constructing and marketing the greatest products and services for support. It is critical not only to offer products of the utter roughly(a) quality, but to give every customer our attention, and show them consideration and respect during each encounter. * The value proposition is constantly meliorate products and services by listening nigh to our customers wants and needs.3.2 Marketing Objectives* Identify the benefits to the target market from using the product and listen to their wants and needs for any improvements. * Obtain and continue a strong, positive growth each depict * Accomplish a continual rise in market penetration* Market to successful assisted living and long-term care facilities looking to offer a different and exciting activity to their residents * Emails, mail, and retrieve calls to assisted living and long-term care facilities explaining the benefits of using our product * Achieve a market share of at least(prenominal) 25%3.3 Financial Objective s Skip this dent for now. You will do this later.3.4 Target Markets* The specific target markets for Wingo are assisted living and long-term care facilities residents. The niche market will be the residents of these facilities that need increased cognitive therapy. Another niche market for Wingo will be those residents that are inefficient to pay outright for the product by offering a payment plan to those residents. * The assisted living and long-term care facilities are the optimal target markets because the majority of their residents are in need of cognitive therapy. The facility could purchase the product for all residents to use during a scheduled aggregation for residents.3.5 Positioning* The needs of Wingos target market include improved cognition, more social interaction, more exercise, and more fun. Wingo will help to improve upon all of these needs. There is increasing evidence that suggests video games are beneficial. In September 2009 a take was published suggesti ve of increased adept efficiency from playing certain video games. According to Mary Ann Liebert, Inc./Genetic technology News, recent research proves that video games provide vital benefits for olders adults by offering cognitive stimulation and a basis for social interaction, exercise, and fun. * The key difference of Wingo from competitors video games is that Wingo is the only video game that is based off of the most popular game played by older adults in assisted living and long-term care facilities, bingo. The most distinguishing feature of Wingo is the games ability to allow up to eight players to play at one time or to allow four players to play up to two Wingo cards each at the same time.