Nintendo

:The Release Brand Analysis of Nintendo Before

2006 Market Introduction of Wii During R&D stage (2003-2005)

As Presented By:

Nicole Arena Jann Rey Pontillas Kelsey Wells

COMPANY OVERVIEW

Brief Company History

• Japanese-based company founded by Fusajiro Yamauchi in 1889. • Globally operates in Japan, America, and Europewith a large portion of operations in Japan. • Develops and manufactures interactive entertainment products: Home video game entertainment products in addition to playing cards.

COMPANY OVERVIEW

Evolution of Product Line

Year

1985 1989 1991

Product

Nintendo Entertainment System Game Boy Super Nintendo ES

Developments

1st ever home console gaming system, Mario, Zelda Portable Gaming More processing power = more entertaining games

1996

1996 1998 2001

Nintendo 64

Game Boy Pocket Game Boy Color Game Boy Advance

3D gaming First 64 –bit system

Smaller portable gaming

Larger screen Better graphics

2001

2003 2004 2006 2006

Nintendo GameCube

Game Boy Advance SP Nintendo DS Nintendo DS Lite Revolution (Wii) *

Optical disc games (vs. cartridges)

Smallest design 2 screens, touch-screen, wi-fi Smaller-lighter Wireless , Interactive play

COMPANY OVERVIEW

Events Leading Up to 2006 Wii Console Release

• Nintendo was losing market share to competing video game entertainment systems

• Nintendo was market leader up until 1994 when Sony issued its PlayStation, and eventually PlayStation 2 and PlayStation 3. In addition, Microsoft came out with Xbox 360 in 2001.  2005: Sony #1, Microsoft #2, Nintendo #3

• The environment for video game entertainment systems had become increasingly competitive

• Focus on graphics and resolution • Decreasing PLC • High Switching Cost

• Nintendo was the leader in hand-held portable gaming

• Sony's launch of the PSP in 2005 was anticipated to pose a threat to the Nintendo DS.

COMPANY OVERVIEW

Events Leading Up to 2006 Wii Console Release

• Sales for GameCube were low...