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Table of Contents

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Industry Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Situational Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Consumer Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Competitive Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Identifying the Target Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
The Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Market Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Primary Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Secondary Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Active-Play survey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Target Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Grandparent Type Non-Gamers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Too Busy Type Non-Gamers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Not Allowed Type Non-Gamers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Nintendo Users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Positioning Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Positioning Statement: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Positioning Strategy: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Overall Strategic Plan: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Integrated Marketing Communications Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Core Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Announcement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Events and Tours . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
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Social Media and Mobile Devices: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Web Copy: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Survey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Survey Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Household income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
How many hours do you work per week? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Choose 5 personality traits that best apply to you: . . . . . . . . . . . . . . . . . . . . . . . . 28
I consider myself: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Have you played a video game within the past: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Point System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
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Executive Summary
With the advent of advanced motion-sensory gaming, 3D technology, and increasing
competition between video game companies, staying innovative and ahead of the
curve in the gaming industry is a difficult feat.

In the following six months, Nintendo of America will aim to win the hearts of non-
gamers across America. This report analyzes the current situation of Nintendo in the
United States and details objectives, strategies, and tactics to educate and entertain a
largely untapped market through The Nintendo Sharing Project.
Industry Analysis
Regarding usage, 37% of the American population has not played a video game in the
last 12 months. Tapping into this large, untouched market requires innovation,
diligence, and enthusiasm. 6% of that 37% are lapsed gamers- those who played
video games avidly but no longer do. Recapturing this market is essential to
Nintendos presence and survival amongst its competitors.
Nintendo revolutionized the gaming industry in 1985 as the pioneers of gaming
consoles and again later in the 21st century with motion censored technology. They
became the first successful gaming company for non-gamers with the invention of
the Wii and the hand-held DS.
The Japanese-based company eventually became the hallmark of family
entertainment and casual gaming. In recent years, sales of family entertainment video
games doubled since 2007, making it the fastest growing segment of the video game
market.
Nintendo realized their potential and capitalized on the family entertainment
segment by providing a wide array of games and activities for people of all ages with
each new console it released throughout the decades. However, these releases have
not come without a price- in particular, the dynamic competition of Sony and
Microsoft.

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Situational Analysis
Although it seems Nintendo has hit a plateau and will continue to steadily decline, Wii
was the best-selling gaming console of the holiday season for December 2009 at 3.1
million units (Terdiman, 2010).

Since its arrival in November 2006, the Wii has sold 30 million consoles in the United
States (Snider 2010). As of September 2010, the various models of the Nintendo DS had
sold 135 million units worldwide, making it the second best selling video game
console in history.

Yet at this stage in their product cycle, this is not sufficient for a company who started
the gaming trend decades ago and is now facing increasing competition with
technology they have not yet implemented into their own systems. The Nintendo
Sharing Project aims to remind its loyal fans that Nintendo is prominent as ever,
particularly with the 3DS on the horizon.

Currently, Nintendo is reinventing their personalities by bringing back traditional
characters through games such as Donkey Kong: Country Returns, New Super
Mario Bros, Metroid: Other M, Kirbys Epic Yarn, and PokePark Wii: Pikachus
Adventure. By reinstating these timeless characters, Nintendo is reminding the older
generations that they are still in the market, they are there to stay, and are better than
ever by continually innovating.

Based on the results of our primary and secondary research, many non-gamers do not
play video games because they do not feel that they are relevant to their everyday
activities and they have no interest in them. Through The Nintendo Sharing Project,
our loyal fan base will educate the non-gaming segment by showing them hands-on
how Nintendo can infuse every aspect of their life with joy, health, knowledge, and
youth, therefore sparking interest that will later translate to sales.
Consumer Analysis
Nintendo has always aimed their products at the more casual gamer. The range of
games that are played on a Wii and DS extend from educational to sports to pure
entertainment to large group activities. Those looking for shoot-em-up games tend
to turn more towards those of Sony and Microsoft, although Nintendo does have their
fair share of video games that provide the same adrenaline rush.

While Nintendo secures a large video gaming market share, there is always room for
expansion. One of the main project objectives of decreasing non-gamers negative
perceptions about gaming will translate into turning non-gamers into gamers by
simply sharing the products and educating them on the uses and benefits.

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Competitive Analysis

The combination of 3D technology and extensive graphics has made it difficult for
Nintendo to keep up with its competition. One of the main objectives of The Nintendo
Sharing Project is to increase Nintendos brand awareness even more so amongst the
general U.S. population, as to outweigh the buzz surrounding its main competitors-
Sony and Microsoft.

Current brand awareness levels are as follows:

82% of non-owners are aware of Wii compared to 65% for Xbox and 71% for PS3
39% of non-owners are aware of DSi, while 57% are aware of Nintendo DS
compared to 54% for PSP, 14% for PSPgo and 51% for iPodTouch
Identifying the Target Market
The target market is defined as anyone from ages 6 to 74. They are male or female, of
any ethnicity, and are located all over the United States. In other words, anyone is seen
as a potential gamer. Our target market is the untouched segment of Americans that
have not yet been introduced, educated, and entertained by Nintendo products. This
untouched market is broken down into sub-markets of grandparent type non-
gamers, too-busy type non-gamers, not allowed type non-gamers, and outlier
type non-gamers.
The Plan
After hours of quantitative and qualitative research and analysis of the current state of
the market and potential gamers, the following initiatives were formulated in order to
Share Joy. Share Health. Share Knowledge. Share Youth. Share Nintendo:
1. Share
2. Give Back
3. Spread the word

The above reflect the ways potential participants can take part in The Nintendo
Sharing Project. The specifications for each element above will be detailed in the
Integrated Marketing Communications Plan.
Objectives
The goals for The Nintendo Sharing Project are to:
Decrease non-gamers negative perceptions about gaming
Increase awareness of The Nintendo Project
Provide incentives for current Nintendo users to share their consoles with non-
gamers
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Increase opportunities for non-gamers to interact with Nintendo products
Increase sales by offering a positive experience

In order to reach these objectives, Nintendo will have The Nintendo Sharing Project
truck tour different cities across the United States. Additionally, four smaller trucks
will be branded with the words Health, Joy, Share, and Youth, with each truck themed
accordingly. These trucks will function as moving billboards and provide an
opportunity for potential customers to become educated with Nintendos current line
of consoles and games.
At this point, it is crucial for Nintendo and its associates to educate non-gamers to
reduce their negative perceptions. At the same time, Nintendo will announce The
Sharing Project, which will allow participants to share their consoles with non-
gaming friends and family for a chance to earn points towards prizes that every
Nintendo fan will covet.

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SWOT Analysis

Strengths Weaknesses Opportunities Threats
Breakthrough
pioneer in
gaming
technology
Mass Appeal
Strategic
Partnerships
Leader in word
of mouth
advertising
Luxury Item
Excludes largest
target market
Graphically inferior
to other consoles
Reaching maturity
stage of product life
cycle
New and under-
used promotional
avenues
Partnerships with
entertainment
companies
Large
underdeveloped
markets
Increased health in
economy
New entrants
Negative publicity
Rise of 3D technology
Easily accessible
gaming alternatives
Strengths
Breakthrough Leader in Gaming Technol ogy
Nintendo led the gaming industry starting in 1985 with the introduction of the
first home video game console, the Nintendo Entertainment System (NES). In
the decades to follow, Nintendo would revolutionize the gaming industry with
all of its innovative products such as Game Boy, Game Cube, DS, and Wii. To
this day continues to outsell its competitors because of its high brand equity.

Mass Appeal
Nintendo has been positioned as user-friendly, family oriented and suitable for
the casual gamer, covering three aspects at once. The uses and benefits of
Nintendos software range anywhere from educational to fitness to pure
entertainment.

Strategic Partnerships
In addition to the strong partnership Nintendo holds with the American Heart
Association and Starlight Childrens Foundation, Nintendo recently announced
agreements with Warner Bros., Walt Disney Co., and DreamWorks to provide 3D
movies for the upcoming 3DS.

Leader in Word of Mouth Advertising
Significantly ahead of Microsoft and Sony, Nintendo holds the number one
spot in Word of Mouth advertising. For example, while 65% of non-owners are
aware of Xbox and 71% are aware of Playstation 3, Wii captures 82% of non-
owners awareness.
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Weaknesses
Luxury Item
Through our primary research, one of the most common reasons that non-
gamers do not own a video game console is because it is not seen as a
necessity- one that people find requires a lot of time and money. Implementing
The Nintendo Share Project will reposition the brand as a multi-faceted device
that provides numerous benefits to all ages.

Excl udes Largest Target Market
Because there is mass appeal in all of its products and consoles, in catering to
the casual gamer, Nintendo has excluded the hardcore gamer by physically
designing the hardware and software so that users of any age can use it with
ease.

Graphical l y Inferior to Other Consol es
Since Nintendo has tried to keep the costs of their consoles low and preserve
value, they have not made improvements to their graphics. Sony and Microsoft
have both excelled immensely in graphics, but at the (literally) expense of their
consoles.

Reaching Maturity Stage of Product Life Cycl e
Many say Nintendo, as a company, has peaked and is starting its decline in the
gaming industry. Since Wii came out in late 2006, competitors have creating
novel consoles and ways of gaming that challenge the Wii and its products.

Opportunities
New and Under-Used Promotional Avenues
Social media, cause-marketing, and search marketing have not been utilized by
Nintendo to their full potential. The Nintendo Sharing Project strives to
highlight all three avenues on the horizon of marketing communications
moving away from traditional advertising forever.

Partnerships with Entertainment Companies
The Nintendo Sharing Project would like to team up with Blockbuster in order
to strengthen both brands and let consumers reap the rewards both companies
have to offer.

Large Underdevel oped Markets
As stated earlier, one-third of the U.S. population has not played a video game
in the past 12 months. This fact correlates to the same amount of the population
that is not a regular gamer. Sharing the values of joy, education, health, and
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knowledge through Nintendos products will capture a proportionate size of
this market over the next six months.

Increased Heal th in Economy
As of June 2009, the United States economy has been out of its 18-month long
recession (Isidore 2010). With increased spending in retail and entertainment
items, Nintendo consoles are seen as the best form of inexpensive
entertainment.

Threats
New Entrants
As previously mentioned, Microsofts Kinect and Sonys Move have
technologically advanced with motion-sensory gaming and aim to capture a
large chunk of the gaming market share from any Nintendo products.

Negative Publ icity
Through our primary research, several reasons about why non-gamers do not
own a video game console are because they are not relevant to everyday
activities; the negative impact gaming will have on their children; many would
rather be doing other activities besides playing with video games.

Rise of 3D Gaming
Although Nintendo is releasing the 3DS in March 2011, the Wii will still not
support 3D graphics and gaming. This is something Nintendo should capitalize
on in the near future if they want to stay ahead of the competition.

Easil y Accessibl e Gaming Al ternatives
The rise of online and social gaming has been challenging Nintendo, Microsoft,
and Sony in the realm of video gaming. Other platforms, such as those provided
by Apple, can now be used as gaming substitutes.
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Market Research
Objectives
Understand the different segments of non-gamers.

Discover how to reach aforementioned segments.

Determine the most effective methods to spread awareness of the Nintendo
Sharing Project

Research Methods
In order to better understand the situation currently facing Nintendo and how to
approach our IMC, we utilized multiple research methods including both primary and
secondary research. Our primary research, in the form of in-depth interviews, and a
nationwide survey gave us insight into consumers motivations for playing video
games (or more importantly, not playing). For our secondary research, we scoured
numerous business and academic databases in search of articles that would help us
shape our primary research, and also find new potential revenue generating
opportunities. The results of this research were crucial to the development of the
overall strategy of the Nintendo Sharing Project.
Primary Research

In-depth interviews
To begin our research, the team conducted 22 in-depth interviews with
participants across the whole spectrum of our target market. The results of
these interviews helped to guide us in creating our web survey, and focus our
research efforts.

Key Findings
The older respondents indicated that there is a barrier to adopting the use of
Nintendo products in that they do not have experience with, or sufficient
knowledge of video games.

Respondents that are parents tend to group Nintendo products in with video
games at large, and are skeptical of their benefits outside of entertainment.

Across all age groups, limited free time was an issue when considering
using Nintendo products.

Respondents in general are more likely to use a Nintendo product if
recommended by friends or family, or if shared with one of those groups.


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Survey
The team used the results from the in-depth interviews and our secondary
research to develop our survey. The purpose of the survey was to collect the
data necessary to perform an objective analysis of our strategic options.

Survey Methodol ogy
Using the data from our in-depth interviews and our secondary research a
finalized survey was developed. The survey had a sampling frame of 3026
respondents reached through email, social networks, and personal contacts.
7.07% of these individuals answered our survey, resulting in our sample size of
212 respondents. The final survey data was collected and analyzed utilizing
Qualtrics.com.

Key Findings:
61% of respondents older than 45 have never played video games, or have
not played in the last 12 months, compared with only 15% for respondents
younger than 45.

Although many different reasons were given as to why or why not the
respondent owns a Nintendo product, there were some common themes.
Those that do cited family activities, stress relief, and nostalgic experiences.
Those that do not, cited that video games were unnecessary, or that they
were more interested in competitors products.

87% of respondents older than 45 do not currently own a Nintendo product,
compared with only 37% of respondents under 45.

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Secondary Research
Active-Play survey
Oct. 25- Nov. 1, 2010 the American Heart Association conducted a survey including a
total of 2,284 male and female respondents ages 25-55 showing the actual impact that
is realized by engaging in video games that require physical activity and interaction.

Key findings
58 percent of people who play active-play video games have begun a new
real-life fitness activity like walking, tennis or jogging since they started
playing the games.

68 percent of people who play active-play video games say they are more
physically active since they got involved in video games.

82 percent of those who engage in active-play video games now play more
with family and friends, suggesting that these types of video games inspire
social fun.

Given that Nintendo has many product lines focused on fitness, we needed
to validate that the majority of people are actually interested in fitness to
promote such products. This led us to form two questions in our survey
asking about exercise. After we found that the majority of people do exercise
then we decided that it would be important to show a relationship between
Nintendo products and fitness. People may believe that active-play video
games do not exert enough energy to be considered a valid form of exercise,
however this survey shows the indirect effect of promoting active lives. This
became an important focus for our campaign and the basis for having an
entire segment of the campaign dedicated to health and fitness. This is also
the reason why branding the truck with the American Heart Association
logo was important.

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Target Market

The Nintendo Sharing Project targets the non-gaming community, however we found
it necessary to divide this target even further due to the wide variety of people covered
under this definition. The total target market adds up to 100 million non-gamers.
Grandparent Type Non-Gamers
The first, and largest of the non-gaming target groups includes those between the
ages of 46 and 75. This group is highly concentrated with non-gamers who werent
surrounded by video games when they were young. They value family, and are health
conscience.
Too Busy Type Non-Gamers
The second target group is made up mostly of parents between the ages of 25 and 45
who feel that they are too busy to realistically sit down and enjoy a video game for any
extended period of time. This group is very active and tends to view video games as a
waste of time.
Not Allowed Type Non-Gamers
The third group of non-gamers is made up of those who have been barred from
playing video games by some higher power (namely parents). This group falls between
the ages of 5 and 15. This group is special in that they would be willing to play video
games if they were allowed to.

Outlier Type Non-Gamers
This group is made up of non-gamers who choose not to use video games for reasons
other than those listed above. People in this group vary in age, but generally value
social experiences, and view video games as generally unimportant. For the most part,
their time is occupied by work or other forms of entertainment.


Because of the nature of this campaign, we also found it necessary to look at the target
of current Nintendo users. While we are not trying to sell to current customers directly
with this campaign, we are targeting them with incentives to in order to get them to
help introduce non-gamers to the world of Nintendo.
Nintendo Users
For this campaign to work, we need to reach out to the close to 70 million current
Nintendo customers to act as our brand ambassadors. Nintendo users provide the
brand with strong word of mouth already. They associate closely with Nintendo
characters and have a taste for nostalgia. They share many traits with the Nintendo
brand and are viewed by others as friendly, down to earth and innovative.
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Objectives

The goal of the Nintendo Sharing Project is to promote trial of Nintendo products
among non-gamers by incentivizing current owners of Nintendo products to share
their gaming system with a non-gamer for a weeklong trial. These trial periods will be
tracked through a registration process on the parts of both the gamer and the non-
gamer. After the trial, the non-gamer will be asked to fill out an optional survey about
their experience giving us further insight into the market. We will also be promoting
the product with a fleet of trucks designed to promote the product at venues
frequented by non-gamers such as State Fairs and local events, retirement homes, and
gyms. Through truck visits to state fair, we expect to reach between 10 million people.

With the right incentives (see Points section of Appendix), we expect our share
program to get 10% of Nintendo users (approximately 6.9 million) to take part in the
Sharing Project by allowing non-gaming friend and family members to borrow their
Nintendo product for a weeklong trial. Everybody who partakes in the Sharing Project
(Gamers and Non-Gamers) will register on the Nintendo Sharing Project website. This
will lead to 6.9 million new leads as well as a directory of 10% of Nintendo users who
are likely to spread word of mouth in the future. People who try Nintendo products
will be asked to complete an optional survey detailing their experience.

We expect 5% of these trials to result in the sale of a new Nintendo console to a non-
gamer (345,000 units). When accessories and software is added (1 controller, 2 games)
we expect the campaign to create $75,934,500 in revenue. (Expected Revenue
Equations are located in the Appendix)
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Positioning Strategy

Positioning Statement:
Because of the many benefits that Nintendo products have to offer, its a shame that
anybody would avoid the product simply because of intimidation. By sharing the joys
of Nintendo with non-gamers, current gamers can help to bring these benefits to this
untapped community of potential Nintendo fans.

Positioning Strategy:
In doing our research, we came to the conclusion that one of the main reasons that
non-gamers dont actively seek out console-driven entertainment is due to
intimidation. Non-gamers see controllers such as the Wiimote as complicated, while
games are seen as overly involved, time-consuming, and as something that doesnt fit
into a non-gaming lifestyle. We seek to overcome these feelings giving them
firsthand experience with games such as Wii Fit, Just Dance, Wii Play, and Brain Age
(as well as some of the other features of Nintendo systems), in order to help them to
overcome these feelings.

Overall Strategic Plan:
The overall goal of the Nintendo Sharing Project is to assist current Nintendo users to
spread word of mouth even further into the non-gaming market by starting a
movement of loaning Nintendo systems to non-gamers for a weeklong trial in order
to allow them to try the product for themselves in the privacy of their own home. We
expect the majority of this sharing will occur among friends and family members. For
those unable (or unwilling) to give up their Wii or DS for a week, we will also be
promoting other types of activities such as various methods of giving to charity and
spreading the word, all of which revolve around the idea of sharing.

To incentivize Nintendo owners to share their system, we are creating a points system
that rewards users for there participation in the Sharing Project. (See Appendix)

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Integrated Marketing Communications Plan

Core Marketing Plan
The success of the Nintendo Sharing Project relies heavily on "Nintendo in real world
Word Of Mouth (WOM), significantly ahead of Sony and Microsoft". Although
Nintendo as a corporation will spread awareness of this campaign through events,
advertising, and other promotional avenues, it is current Nintendo gamers who will
serve as the main channel to reach non-gamers by sharing their physical gaming
units and love for Nintendo. Non-gamers will be more receptive to being introduced
to Nintendo and gaming by those who are familiar to them because of the shared
trust, respect, connection, and goodwill associated with friends and family.
Objectives
Change perception among non-gamers
Minimize demonstration costs by allowing current Nintendo owners to share
physical units
Increase opportunities for non-gamers to interact with Nintendo products
Increase sales of Nintendo products by offering a positive experience
Stay true to Nintendos brand asset valuators by being simple, friendly,
visionary, innovative, and down to earth
Announcement
Nintendo will announce the Nintendo Sharing Project on January 1, 2011 during a
large press conference to be held in the United States. "Nintendo's New Year's
resolution is to always share Health, Youth, Knowledge, and Joy." This announcement
will inform current Nintendo gamers and potential recipients about the concept of the
campaign. We plan to reach these targets by advertising to standard media and
specialized gaming media. Because our survey shows that most people use the
Internet as their main source of news, the majority of advertisements will go on sites
such as facebook, twitter, and youtube.
Events and Tours
Nintendo will continue its campaign by putting sharing into action. A big rig branded
truck with the Nintendo Sharing Project will tour the United States with logos and
slogans displayed on the inside and outside of the truck. Four smaller trucks will be
branded with the specific sharing project slogans. These trucks will tour across certain
states to hit specific target markets. Not only will these trucks receive attention as a
moving billboard, but they will include demonstration units and sales brochures
informing people about the benefits and different features associated with Nintendo
products. Due to theft concerns, the trucks will not be stocked with Nintendo
products, but the associates can assist with on-site online ordering and offer free
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shipping. The Four smaller trucks will each focus on one of the concepts named in the
New Year's resolution: Health, Youth, Knowledge, and Joy. The big rig will be a general
Nintendo Sharing Project truck that includes sections with each of the four concepts
to promote the overall campaign.

The Health truck will feature the American Heart Association's logo because Nintendo
and the American Heart Association have created a "strategic relationship aimed at
helping people create healthy lifestyles through physically active play". In a recent
American Heart Association survey, nearly 70% of respondents consider active-play
video games such as Wii Fit Plus and Wii Sports Resort as physical activity. This co-
branding will also help change non-gamers' perception of Nintendo being just a
gimmick or fad. The truck will travel to locations such as gyms, Trader Joe's, and
similar places where consumers are generally concerned about health and include
products that promote exercise and health such as Wii Fit, EA Sports Active, Cyberbike,
Wii Dumbbells, and similar products for the Nintendo Wii. The Nintendo DS will
feature games such as My Healthy Cooking Coach and My Fitness Coach.

The Youth truck will travel to locations such as nursing homes, senior centers, and
other locations where elderly people are present. The Youth truck will promote
rehabilitation, basic interaction, and problem solving through products such as Wii
Sports for the Nintendo Wii and Brain Age titles for the Nintendo DS. This truck will
specifically include Nintendo DSi XL because the larger screen will be more
accommodating to those whose eyesight has decreased because of aging, and the
larger stylus will be easier to manage and maneuver.

The Knowledge truck will primarily travel to schools to show the integration of
education and gaming by promoting games such as Big Brain Academy: Wii Degree
for the Nintendo Wii and Art Academy and My Tutor for Nintendo DS. Out hopes for
the Share Knowledge truck will be show children and parents that Nintendo isnt just
another gaming console, but a way to learn and exercise the brain.

The Joy truck will travel to destinations less urbanized than cities in attempts to reach
more people who have not been exposed to gaming. A crew will film the participants
reactions to create a documentary-like promotion uploaded on the website similar to
that of Burger King's Whopper Virgins. The Joy truck can also travel to Disneyland to
promote Disney's latest Nintendo Wii title Epic Mickey. Disneyland is known as "The
Happiest Place On Earth" and there is a large variety and amount of people who
attend.

The general Nintendo Sharing Truck will travel across the U.S. on a six month tour to
state fairs. In doing so, we will potentially reach millions of diverse people and
promote the overall campaign to all target markets. It will also travel to the E3 gaming
convention during June and have a booth specifically setup for the Nintendo Sharing
Project to make a final promotional push before the end of the campaign.

There will be a red carpet events in Los Angeles, New York, and Chicago for the
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Nintendo 3DS launch party around March which is said to be the North American
release date. All five marketing trailer trucks will attend and can then incorporate the
Nintendo 3DS depending on approval from Nintendo so that associates can educate
people on how the product works
Website
The Nintendo Sharing Project will have its own website which will serve as the main
tool for informing the general population about the campaign. It will explain the
different ways in which they can get involved with the project and connect with each
other. The three ways to get involved are to share your product, give back, and spared
the word which will all have different sections in the website.

Sharing Nintendo products is the most important way to get involved and is the basis
for the underlying theme of the entire campaign. Individuals are encouraged to share
their Nintendo Wii or Nintendo DS with someone who is considered a non-gamer
whether it is a friend, parent, or grandparent. Responses to our survey reveal that
many people have negative perceptions about gaming and believe that video games
are especially bad for children. Our hope is to change this negative perception about
gaming into a positive experience with interactivity, educational software, and fitness
gaming. Getting people to share their own Nintendo products with people they know
will cause participants to be more receptive. They will be sharing the positive
experience with a familiar face and initially educating one another on the benefits of
gaming. To provide an incentive for the sharing process, we decided to partner with
Blockbuster to offer a free three-day game rental any time during the six-month
campaign. Because of Blockbuster's current financial situation, we felt that they would
be willing to give up free game rentals to enjoy the benefits of publicity and
registrations. Also, Blockbuster is a brand that would be more recognizable to non-
gamers than a newer company such as Redbox or GameFly. People can register online
from home or at Blockbuster where associates will help facilitate online registrations
with outlets and kiosks. Minors can participate in this process also as long as they can
use their parents' or legal guardians' account. After registration they will receive a
promotional code to use for the free rental and credit card information will be
obtained by Blockbuster to insure any late returns or stolen games.
The second way to get involved is to give back by donating time, products, and/or
money.

Individuals can start their own sharing project similar to the Elder-Wii Project, a
fundraising effort founded by 10-year-old Lorenzo Little aimed at putting Nintendo
Wii gaming systems into as many assisted living and senior centers as possible.
Registration of a sharing project on the website helps to spread awareness of
individual projects and the overall campaign. Everybody can keep track of the amount
of money being raised and Nintendo will donate a free Nintendo gaming system to
every individual sharing project that raises $5,000 or more.
People can also donate directly to the Nintendo Sharing Project's charitable sector
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through the website by using PayPal. Our interview shows that most people have not
heard of the Starlight Children's Foundation, especially their partnership with
Nintendo that brings a mobile gaming unit featuring the Nintendo Wii to hospitals.
Nintendos partnership with Starlight reminds us that together our work brings
happiness to children, as the pleasure of playing video games makes the hospital stay
less frightening" (Starlight.org Citation needed). "Though there are more than 6,000
Fun Centers in hospitals across North America, there are currently hundreds of
hospitals on Starlight's Fun Center wait list" (Nintendo.com citation needed). With
money donations we plan to clear this wait list and improve upon the program.
Nintendo will also encourage current users to donate their old console to charity.
These donated systems will be distributed to hospital throughout the U.S. and placed
in fun centers. In exchange customers will receive a Nintendo product coupon, which
will encourage a system upgrade and relatively increase revenue and sales.

These programs will create a positive image for public relations, receive media
attention, and consequently free publicity for the entire campaign. Stronger presence
in Corporate Social Responsibility will increase sales and goodwill for the company.

The final way for people to get involved is by registering a username and password
with the website to create a profile as if it were a street team or loyalty program.
Members will automatically be entered to win a Nintendo 3DS before the general
release. They will also receive free Nintendo Sharing Project stickers, t-shirts, and
starter points. Profiles will allow for a point system to be created to reward each way
that an individual increases their involvement and enhances their profile. This point
system will encourage providing proof of following the guidelines of the campaign
without being restrictive and imposing contract requirements. Users can trade in
these points for downloadable games, t-shirts, coupon book, and other Nintendo gear.
(For information about the point system please refer to appendix)

There will be a leader board for top point earners and the top 10 points earners receive
a bundle package containing tickets to the 3DS Launch Party points can be redeemed
to attend the Nintendo 3DS launch party. Those who share their Nintendo product can
use points to redeem coupons towards the purchase of Nintendo software. Those with
whom the Nintendo product is being shared can redeem coupons towards the
purchase of a Nintendo gaming system. The amount would be approximately 15% off
so that Nintendo still makes a profit and the promotion would not allow individuals to
combine coupons so that they do not receive a product for free. By default, coupons
will distributed through e-mail in order to save printing and mailing costs, but
standard mail will also be offered for those who do not trust giving away personal
information through the Internet.

At the end of the six months the campaign will be evaluated and the point system will
either continue if the campaign is a success. If Nintendo decides to discontinue the
promotion the points will then be transferred or converted into Nintendo's already
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established system of currency. Club Nintendo, Nintendos loyalty program, is a coin
system used for online downloads, warranty extensions, and other features.
Social Media and Mobile Devices:
A Nintendo Sharing Project Facebook page will be created to help spread awareness
about the campaign and increase interaction. Advertisements will be bought on
Facebook to combat the threat of Facebook games such as Farmville. The reward of
points on the website will encourage video uploads, but the points will be equal no
matter how long or valuable the video is. However, Facebook can hold a contest where
fans can vote through comments for the best video that is uploaded whether it is the
most funny or the most heartwarming and the winner will receive a free Nintendo
product.

A Nintendo Sharing Project Twitter will be created to help inform people of the
campaign's purpose, components, and marketing trailer truck tour dates. Also, Twitter
users can give up their rights for a day and allow Nintendo to access their account.
Nintendo can then post tweets directed towards the account holders non-gaming
followers whom are most likely not following Nintendo.

All of these features can be linked together to inform others of the campaign and show
updates on the reward points they have received. They can be accessed from all
phones and Nintendo will make a free downloadable App available for every carrier.

We feel that the best way to compete, given our lead in the motion gaming hardware
industry, is to continue to sell hardware, which will drive sales for software, which will
ultimately increase the sales revenue. Also, our cause marketing efforts will help to
increase brand equity and awareness of Nintendo, not only among gamers but also
within our broader target market. This increase in brand equity throughout different
consumer segments is more than enough to counteract the potential threats of
competitive products.

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Appendix
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Website





















Web Copy:
About the Nintendo Sharing Project:

We have a vision for the future of gaming; a future where video games are seen
not only a form of entertainment but as a social experience that can be shared
by everybody. With new, innovative games such as Brain Age and Just
Dance popping up every week, were well on our way towards making that
future a reality, but there are still people who are intimidated by the idea of
video games, who fear that they have no chance of joining the gaming
community. We want to show these people how simple and fun video games
can be, but we cant do it alone. Thats where you come in. Were asking
Nintendo users to share their gaming consoles with non-gaming friends or
family members for a week in order to show them that they too can be part of
this new community. For more info on how you can join the Nintendo Sharing
Project, click on one of the buttons below.

How you can help
Share
Give Back
Spread The Word
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Survey


1. What is your age group?
o <17
o 18-30
o 31-44
o 45-64
o >65

2. Gender?
o Male
o Female

3. Ethnicity?
o African American
o American Indian
o Caucasian
o Asian American
o Hispanic
o Other:
o Prefer Not to Respond

4. Household income?
o < $50,000
o $50,000-$100,000
o $100,000-$150,000
o $150,000
o Prefer Not to Respond

5. Marital status?
o Married
o In a relationship
o Single
o Divorced
o Widowed

6. Do you have children?
o Yes (List Ages):
o No

7. Are you currently enrolled in school?
o Yes
o No

8. If yes, (please circle one)
o Full-time
o Part-time
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9. What is your highest level of education?
o GED
o High School
o Some college
o Bachelor's Degree
o Master's Degree
o PhD

10. Occupation?

11. How many hours do you work per week?
o <10
o 10-20
o 20-40
o >40
o N/A

12. Circle 5 personality traits that apply to you:
o Enjoys using Technology
o Outgoing
o Homebody
o Adventurous
o Reserved
o Resistant to change
o Adaptive to change
o Family oriented
o Sociable
o Value what others think of me
o Impulsive buyer
o Introverted
o Extroverted
o Cook Regularly

13. I consider myself: (circle all that apply)
o A gamer
o Exercise/Fitness fanatic
o Movie buff
o None of the above

14. Where do you work out? (Please circle one)
Home
o Gym
o Recreational activity
o Outdoors
o Not at all





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15. If you do work out, how many days per week?
o < 3
o 3
o Not at all

16. What is your source of news? (circle all that apply)
o TV
o Newspaper
o Internet
o Social media
o Radio

17. Have you played a video game within the past
o 3 months
o 6 months
o 12 months
o Not at all

18. Are you planning on buying a video game console within the next
o 3 months
o 6 months
o 12 months
o Not at all

19. If so, for whom?
o Myself
o Family member
o Friend
o Other:
o Not at all

20. Are you planning on buying any of these devices? (Circle all that apply).
o DVD/Blu-ray
o Video game (hand held/console)
o Fitness equipment (Ex: Treadmill, Dumbbells, As seen on TV work out gear etc.)
o Educational software
o None of the above

21. Do you own a Nintendo product? (Ex: DS, Wii, etc.)
o Yes, why?:
1.
2.
3.

o No, why not?:
1.
2.
3.
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Survey Results

Household income


How many hours do you work per week?






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Choose 5 personality traits that best apply to you:



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I consider myself:

Have you played a video game within the past:


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Point System
The basis of our campaign is an underlying incentive system that keeps
individuals involved in the Nintendo Sharing Project. This point system is
explained below:

100 points are awarded for registering to share product or to be shared with
10 points are awarded for uploading a picture of the sharing experience
15 points are awarded for uploading a video of the sharing experience
50 points are awarded to the person who shared the product after a survey
about the sharing experience is completed by the other party.
75 points are awarded for establishing a private sharing project
75 points are awarded for turning in functioning Nintendo products
50 points are awarded for turning in non-functioning Nintendo products

!
Followers
100
" days
#
$
%
&
'
( = number of points awarded for allowing Nintendo to access
Twitter

!
Friends
100
" days
#
$
%
&
'
( = number of points awarded for allowing Nintendo to access
Facebook

For example: If a person has 700 followers or friends and allowed Nintendo to
access their Twitter/Facebook for 7 days, then they would receive 49 points.

Ultimately Nintendo will decide what prizes that can be redeemed with earned points
are reasonable and effective in increasing involvement, brand awareness, and sales.

100 points can be used to redeem merchandise such as exclusive Nintendo
Sharing Project branded stickers, clothing, carrying cases, and console skins.
150 points can be used to redeem discount coupons on software and hardware
500 points can be used to redeem peripherals and accessories.
1000 points can be used to redeem free software
5000 points can be used to redeem free gaming console
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Marketing Budget Plan
Confidential Proprietary Page 1
Marketing Budget Plan
Category
Estimated
Cost
Notes
Events fsdds
Start of Promotion $2,000,000.00
3DS Launch Party $2,000,000.00
End of Promotion $2,000,000.00
Celebrity Endorsement $200,000.00
Transportation $100,000.00
Events Cost Total $6,300,000.00
Trucks
Truck lease/rental $250,000.00 One 18 wheeler (six month tour-40states)
Smaller trucks/vans $100,000.00 Four vans (six month tour-40 states)
Initial setup costs $20,000.00 Touring Exhibit
Labor for six months
Five Drivers $35,000.00
Seven "Team Nintendo" members $21,000.00 Three for big-rig. One each for vans.
Project Manager $60,000.00
Truck wraps $25,000.00
Gas $28,000.00 ~60,000 miles @8miles/gallon- $3.50/gallon
Trucks Costs Total $539,000.00
Advertising
Wii/DS Channel etc. $5,000.00 Possibly FREE
Club Nintendo FREE
Online (3 youtube takeovers) $1,200,000.00
Twitter/Facebook Offical site $5,000.00 Possibly FREE
Twitter/Facebook Advertising $2,500,000.00
Mobile Application $15,000.00
Radio $50,000.00 Local stations depending on tour location
Hold contests with radio stations to bring in listeners
Give Aways $100,000.00 Five consoles per radio station per state fair
One console/State Fair-Fill in survey and
automatically be entered to win the daily Wii console.
Billboards $5,218,740.00
Partnerships
Sign up stations $3,500,000.00 Blockbuster~5,000 stores
Promotional partnership with Blockbuster (70/30 split)
Advertising Costs Total $12,593,740.00
ESTIMATED MARKETING GRAND TOTAL $19,432,740.00
Budget

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Wa|| 5capes
New York 150,000.00 $ 75,000.00 $ 225,000.00 $
San Diego 200,000.00 $ 100,000.00 $ 300,000.00 $
Los Angeles 150,000.00 $ 75,000.00 $ 225,000.00 $
Florida 150,000.00 $ 75,000.00 $ 225,000.00 $
San Jose 150,000.00 $ 75,000.00 $ 225,000.00 $
Las Vegas 250,000.00 $ 125,000.00 $ 375,000.00 $
1,050,000.00 $ 1,575,000.00 $
8|||boards cost per board weeks up number of boards Area
NY 1,468.00 $ 12 15 1 264,240.00 $
LA/OC 750.00 $ 12 15 2 135,000.00 $
Chicago 775.00 $ 12 15 1 139,500.00 $
Houston 765.00 $ 12 15 2 137,700.00 $
Phoenix 6,000.00 $ 12 15 1 1,080,000.00 $
Philadelphia 925.00 $ 12 15 2 166,500.00 $
San Antonio 600.00 $ 12 15 1 108,000.00 $
San Diego 750.00 $ 12 15 2 135,000.00 $
San Jose 800.00 $ 12 15 1 144,000.00 $
Dallas 800.00 $ 12 15 2 144,000.00 $
Wichita 575.00 $ 12 15 1 103,500.00 $
San Francisco 1,500.00 $ 12 15 2 270,000.00 $
Jacksonville 900.00 $ 12 15 1 162,000.00 $
Indianapolis 1,000.00 $ 12 15 2 180,000.00 $
Portland 1,800.00 $ 12 15 1 324,000.00 $
Columbus 965.00 $ 12 15 2 173,700.00 $
Fort Worth 810.00 $ 12 15 1 145,800.00 $
Baltimore 925.00 $ 12 15 2 166,500.00 $
Memphis 895.00 $ 12 15 1 161,100.00 $
Boston 950.00 $ 12 15 2 171,000.00 $
Miami 1,200.00 $ 12 15 1 216,000.00 $
El Paso 685.00 $ 12 15 2 123,300.00 $
Seatle 1,150.00 $ 12 15 1 207,000.00 $
Atlanta 530.00 $ 12 15 2 95,400.00 $
Cleveland 800.00 $ 12 15 1 144,000.00 $
Las Vegas 675.00 $ 12 15 2 121,500.00 $
Total 5,218,740.00 $

Out of Home Breakdown
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Current Nintendo Console Owners (Wii and DS) 69 million
Nintendo Owners participating in Sharing Project 6.9 million
Nintendo Owners helping "Spread the Word" 13.8 million
Overall value of Word of Mouth $345,000,000
Assumptions
50% of Nintendo console owners who participate in the Nintendo Sharing
project will also help "Spread the Word" 3.45 million
10% of Nintendo console owners, who are not participating in the Nintendo
Sharing Project will help "Spread the Word" 6.9 million
The value of each consumer who is helping to "Spread the Word" = $25
Word of Mouth Cal cul ati ons
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20,609,634
19,973,564
21,537,837
21,539,559
21,677,719
19,888,603
20,538,351
20,991,605
22,831,092
21,761,391
18,975,026 307,006,550 113592423.5
15,811,923 42029196.7
11,784,320
9,007,747
266,928,371 98763497.3
4938174.86
Total population 6-74 266,928,371
(x 37%) 98763497.3
Unit Revenue
(w/$15 disc) Weighted Avg
DS users 40 million 57% $115 $65.55
Wii users 29 million 43% $185 $79.55
Total Current 69 million 100% $145.10 per unit
Controller $50 .5 each $25
Software $25 2 each $50
$75 per customer
Share Component
69mil x 10% 6.9 million
6.9mil x 5% 345,000 units sold
Hardware Revenue $50,059,500.00
Software Revenue $25,875,000
Total Revenue $75,934,500.00
Expected Revenue Report
AMA 2010-2011 COLLEGIATE CASE COMPETITION:
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Sharing (product share) Component
Give Back (cause marketing) Component
Spread the Word (brand ambassador)
Component
Press Conference and Launch Party
3DS Launch Party
Sharing Project Wrap Party
National Truck Tour (Main)
National Truck Tour (secondary)
Premier Panels (Billboards) Area 1
Premier Panels (Billboards) Area 2
Radio Promotions
Youtube Takeover
Facebook/Twitter Advertising
Sharing (product share) Component
Give Back (cause marketing) Component
Spread the Word (brand ambassador)
Component
Press Conference and Launch Party
3DS Launch Party
Sharing Project Wrap Party
National Truck Tour (Main)
National Truck Tour (secondary)
Premier Panels (Billboards) Area 1
Premier Panels (Billboards) Area 2
Radio Promotions
Youtube Takeover
Facebook/Twitter Advertising
January February March
April May June
Schedul e
AMA 2010-2011 COLLEGIATE CASE COMPETITION:
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