The target market for Nintendo Wii is very broad and diverse as compared to the other consoles like Xbox 360 and Play Station which have the target market of 10-35 year olds. “Aiming to entice a demographic of five to 95-year-olds, the latest console from Nintendo encourages multi-player interaction by bringing features such as a bowling alley, a golf course and a tennis court into the living room. Among its target audience are non-gamers and hardcore gamers.” (Bond, 2007)
The Nintendo Company has actively pursued marketing activities to target cruise ship vacationers, mothers as well as grandparents and families as a whole to promote its product as a console gamming item which can be utilized by the whole family. Adding on a new twist to it the company has also added virtual gaming option on the console which allows the consumers of Wii to play active sport games like bowling, tennis, golf as well as other sport based hyper realistic games These games provide the customers of Wii with an active cardiovascular workout which enables them to shed weight. This is a strategic SPU of the product which is significantly different from the characteristics of other gaming consoles in the market which tend to promote problems pertaining to obesity in amongst the users as well as high blood cholesterol and fat content due to inactivity.
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