Student ID: 34136169

Word Count: 3909

NINTENDO
Integrated Marketing Communication Portfolio
Table of Contents
Chapter 1 Introduction..........................................................................................................................2
1.1 Background......................................................................................................................................2
Chapter 2 Communication environment...............................................................................................3
2.1 Nintendo Switch Online...................................................................................................................3
2.2 Miiverse...........................................................................................................................................3
2.3 The Nintendo Network....................................................................................................................3
2.4 Nintendo 3DS Friend Codes.............................................................................................................4
2.5 Nintendo Mobile Apps.....................................................................................................................4
2.6 Main competitor..............................................................................................................................4
2.6.1 SONY.............................................................................................................................................4
2.6.2 Microsoft Xbox..............................................................................................................................5
Chapter 3 Market segmentation...........................................................................................................5
3.1 Target market..................................................................................................................................5
3.2 The Impact of Communication Pyramid..........................................................................................5
Chapter 4 Nintendo communication strategy.......................................................................................6
4.1 Leverage beloved intellectual property...........................................................................................6
4.2 Innovative game style and high gameplay.......................................................................................7
4.3 Pricing strategy................................................................................................................................7
4.4 Emphasis on family-friendly gaming................................................................................................8
Chapter 5 IMC plan for Nintendo in 2023..............................................................................................9
5.1 Direct advertising.............................................................................................................................9
5.2 Social media...................................................................................................................................10
5.3 Billboard........................................................................................................................................10
Chapter 6 Ways to improve communication strategy.........................................................................10
Chapter 7 Conclusion...........................................................................................................................11
Appendix.............................................................................................................................................13
Chapter 8 Reflection............................................................................................................................13
Reference............................................................................................................................................14

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Chapter 1 Introduction
This report provides an overview of the international marketing and promotion of integrated
Marketing Communication (IMC) strategies of Nintendo, A Japanese multinational video
game company. This report focus on analysing the marketing strategies Nintendo used to gain
market share and giving the future IMC advice. The information and statistic from competitor
website, online survey is collected to choose appropriate marketing communication channels
for Nintendo.

1.1 Background
Nintendo is a Japanese corporation that is primarily involved in the creation of electronic
game hardware and software. Nintendo is considered to be one of the three giants in the
electronic game industry as well as the firm that founded the contemporary electronic game
industry. On September 23, 1889, Nintendo was established in Japan as a manufacturer of
playing cards. In the late 1970s, it made the transition into the video game industry and in
1983 it released its first home console known as the FC.

Mario, Pokémon, The Legend of Zelda, and a number of other well-known game series have
all been developed and published by Nintendo. The company operates under the fundamental
principle of "creating unique entertainment," and its corporate social responsibility is
"bringing smiles to everyone who comes in contact with Nintendo." In addition to the Game
& Watch, GB, GBA, GBASP, NDS, 3DS, and other handheld game consoles, the following
home consoles and handheld game consoles are supported: FC, SFC, N64, NGC, Wii, WiiU,
and Switch. As of the end of the month of June 2019, Nintendo had sold around 750 million
game systems across the globe. This figure includes sales of 426.7 million consoles and 322.5
million consoles.

The Nintendo Switch, the seventh generation of Nintendo home consoles and the first to
integrate home and handheld gaming, was made available for purchase on March 3, 2017,
marking its official release date. The Nintendo Switch has racked up 92.87 million hardware
sales and 681 million software sales as of the end of September 2021.

During the Electronic Entertainment Expo (E3) in June 2017, IGN presented Super Mario
Odyssey with the Best Game Award, the Best Switch Game Award, the Best Platform Game
Award, and the Player's Favourite Game Award. On the list of the best of what happened at
E3 2017 compiled by GamesIndustry.biz, the prize for best booth design went to Nintendo.

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The video game Super Mario Odyssey was deemed a "triumph for Nintendo" by the BBC,
and it went on to win the award for "Best Game." Game developers also voted it their
favourite game.

Chapter 2 Communication environment

2.1 Nintendo Switch Online

Nintendo Switch Online is a service that is accessible to owners of Nintendo Switch consoles,
however users need a paid subscription in order to use the service's capabilities. It provides
access to online play for a wide variety of well-known Nintendo Switch titles, including
Mario Kart 8 Deluxe and Splatoon 2. Voice chat is another method for players to speak with
one another when playing games on Nintendo Switch Online. Users can access voice chat
through the mobile app for Nintendo Switch Online or by using a headset that is linked to
their console. In addition to the ability to compete against other players online, Nintendo
Switch Online grants users access to an extensive library of classic Nintendo games as well
as exclusive discounts on a number of other games.

2.2 Miiverse
Miiverse: Miiverse was a social networking service that allowed users of the Wii U and
Nintendo 3DS to communicate with one another. It made it possible for gamers to
communicate with other members of their gaming community through the exchange of text,
drawings, and comments on the postings made by other players. The service was
discontinued in 2017, however a significant number of its features have since been
incorporated into other communication platforms developed by Nintendo.

2.3 The Nintendo Network

The Nintendo Network is an online service that enables players to access the online
capabilities of Nintendo games on a variety of different consoles. Players can connect to the
Nintendo Network using their Nintendo Switch console. It may be played on Nintendo
platforms such as the Wii U, Nintendo 3DS, and Nintendo Switch. The network enables users
to access a variety of features, including online gameplay, cloud saves, and digital purchasing
of game add-ons and expansion packs.

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2.4 Nintendo 3DS Friend Codes
Friend Codes for the Nintendo 3DS The Nintendo 3DS is a handheld game console that
allows players to connect with one another through the use of a buddy code system. Gamers
are able to add other players to their friend lists by exchanging friend codes with one another.
Because of this, they are able to interact with one another and participate in games together.

2.5 Nintendo Mobile Apps

Applications for mobile devices made by Nintendo Nintendo has developed a number of apps
for mobile devices that enable users to communicate with one another and access features
that are relevant to the Nintendo games they play. For instance, Miitomo was a social
networking application that let users build their own Mii characters and communicate with
one another through the app. During online play on the Nintendo Switch, players are able to
engage in voice communication thanks to the Nintendo Switch Online app.

To summarise, Nintendo provides a number of different communication venues, allowing

players to connect with one another and access online components of their games. Online
subscription services, social networking services, friend code systems, and mobile application
environments are all included in these types of settings.

2.6 Main competitor

2.6.1 SONY
SONY is a company that uses a globalisation and diverse approach. By achieving global
operation efficiency, multinational operations seek to increase their market share on a
worldwide scale. Since SONY's domestic market has been severely affected and is currently
in a major situation, globalisation is unavoidable and SONY is accelerating it.

SONY also employs effective market growth techniques in other international markets. The
layout and initial development have essentially been finished by Sony, the export market is
still steady, and there are effective expansion plans in place for every market in the world.
Naturally, SONY has also looked for some international strategic relationships based on this.
SONY is dedicated to the integration and growth of localization and globalisation in markets
all over the world, and it operates under the strategy of "globalisation strategy, localization
operation" as its primary objective. As a result, strategic alliances are fully established to

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some degree. In order for SONY to focus on how to improve its worldwide position, a certain
amount of brand awareness and reputation management are essential.

2.6.2 Microsoft Xbox

To build a community around its brand, Xbox interacts with its fans on social media sites
including Twitter, Facebook, Instagram, and YouTube. By replying to comments and
messages, the corporation engages with its audience through various channels while also
disseminating news, updates, and content about its products.

The Xbox Series X and its enhanced features, like quicker load times and better visuals, are
just two examples of how Xbox leverages its communication channels to display its most
recent technologies. The business also emphasises gaming innovation, displaying fresh
features like cross-play and backward compatibility. Xbox establishes itself as a dominant
force in the video game market by placing a strong emphasis on innovation and technology.

Chapter 3 Market segmentation

3.1 Target market

The consumers who are Nintendo's focus are easy to understand. Their ideal customers are
young adults between the ages of 15 and 30 who enjoy playing video games both at home
and on the go. Everyone who enjoys playing video games is welcome to join this group,
regardless of gender or family status. Because the Nintendo Switch has a starting price of
$299, it is essential to guarantee that the company is targeting parents and consumers who are
able to purchase the product. Since the 1980s, Nintendo has been a well-known video game
company, and the corporation has a dedicated fan base consisting of people who have most
likely been playing video games like Super Mario Bros. for more than three decades.

3.2 The Impact of Communication Pyramid

We will use the communication effectiveness pyramid to demonstrate the IMC objectives in
order to properly communicate what it is that the Institute for Management and
Communication is trying to accomplish. The communication effect pyramid illustrates many
goals, including awareness, knowledge, likes, preferences, tries, and uses, in the order in
which they are simplest to achieve and most difficult (Belch et al., 2012).

Pyramid believes that the first step that Nintendo should take is to increase brand recognition
and educate prospective buyers about the company's offerings. In order to accomplish this

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goal, a number of other mediums, including social media platforms like Instagram, online
advertising, radio, and others, will be utilised. The generation of target market awareness at a
level of ninety percent is the objective of each of these platforms. The subsequent step is to
ascertain whether or not seventy percent of the target demographic is willing to get additional
information regarding Nintendo items like the Switch and Mario Bros. During this stage of
the campaign, the focus will be placed on the specifics of the extended itinerary, which will
include UE, as well as the product itself. 40% of the target market will be interested in the
product and have positive feelings about it once the first two steps have been done, and then
25% of the target market will enjoy the product more once these steps have been completed.
By maintaining coherence in our messaging throughout the many channels of
communication, we will successfully complete these two stages. After customers have
reached this point, they have begun to comprehend the identity and personality of the brand,
which has led to the formation of their very own picture of the brand. The Nintendo Switch is
significantly more affordable than other competing devices, such as the PlayStation, and it is
able to easily reach its target market of 20% for trial. The final phase is the most significant
and challenging goal to attain because it requires between 5 and 10 percent of potential
customers to buy the console and then buy the games that can be played on it (Luck et al.,
2021).

Chapter 4 Nintendo communication strategy

4.1 Leverage beloved intellectual property.

Super Mario, The Legend of Zelda, and Pokemon are just a few examples of Nintendo's long
history of producing renowned video game brands and characters. The organisation
establishes an emotional connection with its audience through the utilisation of these well-
known intellectual properties. Nintendo's communications initiatives are often enhanced by
the inclusion of the company's well-known characters and franchises in an effort to make
them more engaging and accessible to the company's audience.

For instance, Nintendo will frequently execute marketing campaigns in conjunction with the
release of new games. These efforts will typically centre on the game's characters and
universe in order to generate anticipation and enthusiasm among gamers. In a similar vein,
the social media platforms run by the corporation frequently publish pieces relating to the
popular franchises owned by the company. These postings can take the form of memes, fan
art, or content from behind the scenes. Nintendo develops a deep emotional connection with

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its audience by leveraging its much-loved intellectual property, which in turn drives
engagement and brand loyalty within its target demographic.

4.2 Innovative game style and high gameplay

When other console manufacturers were debating whether or not to enter the market for home
consoles, Nintendo conducted a comprehensive analysis of the market need and was the first
company to enter this arena.

As soon as Nintendo received feedback from customers indicating that there was also a
potential market for adults, the company moved fast to develop a portable gaming device.
Since its introduction in 1996, the Game Boy has racked up more than 40 million sales,
making it the most successful handheld console ever. Because of Nintendo's innovative
ability to understand that "customers need an entertaining game," the company was the first
to recognise the important function that game software plays. Nintendo didn't have the power
on its own to ensure that its software was of the highest quality, so from the very beginning, it
permitted other game developers to produce games that could be played on Nintendo's
machine, and some of those games were quite good. This tactic has evolved into a strategic
partnership between Nintendo and producers of game shows, and there is no question that it
has been essential to Nintendo's current position (Bs marketing strategy, 2022).

Nintendo games are always appropriate for both children and adults, are always funny, are
always bearers of joy, and always bring everyone a joyful mood and a wonderful time. The
fantastical world of fairy tales, which is Nintendo's main focus and a great consumer
experience, has always been able to be brought into the world of other platforms' actual
games thanks to Nintendo's unique ability to transport players there.

4.3 Pricing strategy

Being one of the three industry titans, Nintendo has built a solid brand and offers its players a
satisfying gaming experience, both of which draw a sizable audience to its merchandise. As a
result, in this instance, the price of the Switch can be more heavily based on the value of the
customer's experience rather than just being set based on production costs, as in the case of
Animal Moriyoshi, a game that has gained enormous popularity and set a lower price for
consumers due to the high demand in the global market, though it is also so popular that the
console products that go along with it are in short supply in some regions, which in turn
raises concerns about supply. Products for consoles are now more expensive in this area. The

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Switch faces stiff competition from Microsoft's Xbox One and Sony's PS4. The Switch has to
lower its prices to acquire a competitive advantage over these rivals. Contrary to common
belief, the Switch is more affordable and more widely used than the PS4 and Xbox One.
Also, Nintendo continuously modifies its price approach at various points in the product's
lifecycle. A new Nintendo product's initial release pricing is usually set rather high. Nintendo
will start reducing the price after this device has been on the market for a while in order to be
more competitive. The product's price increases once more when it nears the end of its useful
life because it becomes a nostalgic item or perhaps a collectible "antique" in the future.
According to Warren (2021), the Switch's price may decrease this year in 2021 or the
following. In conclusion, Switch's pricing strategy is founded on the value of the customer
and will be modified in response to the prices of competitors and the various stages of the
product's lifespan. This pricing plan is an excellent method to prevent the pushback from
gamers who are frustrated by the high cost of a system. As a result of its success in achieving
high sales of Nintendo game consoles, taking the lead in occupying the market, and being
able to transfer greater earnings to game creators, it has been able to successfully accomplish
the strategic goal of recruiting game developers (Ivy, 2021).

4.4 Emphasis on family-friendly gaming

Nintendo has a long history of producing family-friendly entertainment. The company
promotes equality and accessibility while highlighting the benefits of gaming, such as how it
can bring people together in families and friendships.

The firm frequently posts pictures and videos of families playing Nintendo games together on
its social media platforms, highlighting the family-friendly character of its goods. Nintendo
also frequently holds events that are meant to be accessible and fun for all gamers, regardless
of experience or skill level. Nintendo has developed a good and hospitable brand image by
emphasising inclusive gaming and family-friendly content.

Nintendo released the Wii physical console in 2006 with a focus on the family entertainment
market. The console's owners discovered that their youngsters, who had previously been
rebellious and reluctant to interact with their families, were now happy to leave their rooms
and play games in their living rooms with friends and guests. The introduction of the Wii has
removed barriers between teens and their elders for a country like Japan, which has an ageing
population and a particularly strong sense of isolation, and created a joyful environment for
many families with three generations present.

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The Wii has a fantastic word-of-mouth reputation among parents because groups of women
who have experienced its advantages have taken it upon themselves to share the console with
other parents in their own local circles. This further encouraged many parents to open up to
Nintendo. As a result, the Wii has sold 45 million devices in less than five years.

Chapter 5 IMC plan for Nintendo in 2023

To gamers, Nintendo is a god, but only gamers worship Nintendo. It is not difficult for
Nintendo to convince players to purchase its many products. It can be challenging to sell
video games to folks who don't engage in the hobby very often or at all. Marketing is
essential in order to raise awareness within that demographic regarding Nintendo's system.
Nintendo has done a superb job of publicising and promoting its products in the Japanese
market. Products manufactured by Nintendo can be found on every commercial street and in
every electronic metropolis. Yet, Nintendo is only able to distribute its products at large
electronic retail outlets outside of the United States. Consumers are more familiar with
Microsoft, the most well-known producer of computer software, and SONY, a company that
sells a variety of electronic goods and whose advertisements can be seen on television. In
comparison, Nintendo is less well-known. Nintendo is only in the video game sector, and the
company has not made significant investments in advertising in international countries. As a
result, the promotion that Nintendo does in other countries' markets is woefully inadequate.
In addition to Nintendo's standard marketing approaches, the company is planning to
implement a brand-new advertising approach in the year 2023.

5.1 Direct advertising

Nintendo may use direct marketing strategies to develop connections with consumers
directly, as well as to manage media relations, establish a good perception of the company
brand, and interact with customers. Moreover, it enables the recording of consumer
comments and reactions as well as corporate communications over the phone, in person, and
online. It's precise, quick, and less well known. But, it might be beneficial to completely
engage target audiences, make sure that the appropriate messages and information are sent to
the appropriate consumers, and develop long-lasting connections. It is more concentrated on
one-to-one connections, which may not often be viable when addressing the masses owing to
the higher time consumption and larger effort necessary, claim Butkouskaya et al. (2020).

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5.2 Social media
The promotion of ideas and information via chosen sponsors and mass distribution are two
ways that Nintendo's services are advertised. As many individuals live far away, it might be
difficult to reach every audience at once due to geographic dispersion. Because of this,
adverts here may motivate customers while also increasing the validity of advertisements,
raising brand recognition and establishing a favourable reputation for themselves. The
benefit, according to Schultz (2020), is the cheap cost of mass marketing. The drawbacks
may include the expensive expense of integrating advertising across several media (such as
television, newspapers, web sites, etc.) and the possibility that it is not effective as a
salesman.

5.3 Billboard
We think hoarding advertising will be one of the finest options for our marketing approach
because of the dense population and well-developed transportation in the world's main cities.
The Nintendo commercial hoarding will be erected in areas close to tourist hotspots and retail
malls, such as Times Square, where it will be more visible to the intended audience. The
design's content, colour, and picture will be appealing and aimed to convey the brand's
personality. The billboard's main draw is advertising language, which encourages audience
word-of-mouth. Also, we have included a QR code that, when scanned, will take you straight
to Nintendo's official website in order to save time and avoid interfering with your shopping
and travel plans. As Nintendo caters to a worldwide audience, the hoarding design will
combine regional culture in addition to Nintendo-specific characteristics to draw in more
prospective consumers and raise brand recognition.

Chapter 6 Ways to improve communication strategy

The original campaign that Nintendo ran for the Switch might be improved in a number of
ways. One of these ways is to investigate the use of influencer marketing as a means of
connecting with a younger audience and increasing engagement with the Switch. The use of
influencers in marketing has grown increasingly common as a means of communicating with
a younger generation that is becoming more sceptical of conventional techniques of
advertising.

Through collaboration with well-known influencers in the gaming world, Nintendo is able to
access the engaged and enthusiastic audience of these individuals, as well as use the
legitimacy and authenticity of these individuals in order to promote the Switch. Influencers

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have the opportunity to highlight the one-of-a-kind characteristics of the Switch, demonstrate
how it complements their way of life, and share their individual experiences with the device.

In addition, Nintendo may be able to overcome some of the problems that are involved with
traditional advertising with the help of influencer marketing. For instance, younger audiences
are more likely to make use of ad blocking software and are also less likely to trust traditional
advertising. Influencer marketing is an opportunity for Nintendo to sidestep these obstacles
and connect with younger people in a manner that is more genuine and interesting.

In order for Nintendo to put this plan into action, the company should first locate gaming
community influencers who are congruent with the company's brand values and have a
sizable fan base. The next step for Nintendo is to construct a plan that details the objectives of
the marketing initiative, the kinds of material that will be developed, and the metrics that will
be used to evaluate the campaign's level of success.

Nintendo should also set clear criteria for working with influencers, including how they will
disclose sponsored content and how they will guarantee that the content corresponds with
their brand values. These guidelines should be implemented before Nintendo begins to
collaborate with influencers. As an additional means of enticing influencers to take part,
Nintendo may provide them with special access to upcoming games, products, and events in
the company's portfolio.

Ultimately, the use of influencer marketing by Nintendo is a potential strategy for the
company to connect with a younger audience and increase engagement with the Switch. By
forming strategic alliances with prominent figures in the gaming community, Nintendo is
able to tap into the engaged and enthusiastic audience of these influential gamers while also
capitalising on their legitimacy and authenticity to market the Switch.

Chapter 7 Conclusion
Nintendo's success stems from its customer-focused marketing strategy. Nintendo understood
gamers' needs first. Nintendo's strategy may be more naturally worldwide. Due to the gaming
boom, the corporation was likely to globalise. It kept innovating and collaborating to bring its
products to market. Today's Nintendo is focused on products and customer experience, but its
globalisation process revealed a major market awareness gap. This article analyses Nintendo's
gaming console marketing strategy to find issues and provide solutions. This should help
Nintendo improve its console marketing approach and help other console firms identify and
fix their marketing issues.

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Appendix

Chapter 8 Reflection
As a student in this module, I have learnt how to apply theories to practice, it is a pleasant
journey with Monica to discover how IMC works in real life. Though I have learnt IMC in
my undergraduate courses, still it is a challenge for me to write this report, as in the
undergraduate, things are more theoretic, things become complex when it comes to the real
world.

Writing had always been my weak point, especially academic writing, it is a challenging to
take that initial step past the undergraduate study, theoretic essays from that constricted my
ideas for so long. However, through this form, my mind has been greatly broadened. My
thinking is now able to be more complex because I have learned how to maintain a logical
argument within an organized structure. My research techniques become more and more
concise. To be honest, due to the word count, there are still missing part in this report. I think
this is a weakness of myself, I am not capable enough to balance the information and the
word count. In the future, I will learn how to put as much as possible information without
exceeding the word count.

Moreover, from Marketing Communication Domain and Trends to content marketing, this
course leads me to a brand new field of marketing communication. As the fast growing of the
internet, the media especially online social medias have become the major advertising and
marketing battle field. Only I learned how to use these medias, I can then become a qualified
marketer in the future. Only the combination of the practice in the real life and theory, that
can make a good marketer.

Again I want to thank this course to help me to get one step closer of a good marketer.

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Reference
Belch et al., G. E., Belch et al., M. A., Kerr, G., & Powell, I. (2012). Advertising - An
Integrated Marketing Communication Perspective (2nd ed.). North Ryde NSW: McGraw Hill
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Bs marketing strategy (2022) Nintendo marketing strategy, Business Marketing Strategy.

Available at: https://bsmarketingstrategy.com/nintendo-marketing-strategy/.

Butkouskaya, V., Llonch-Andreu, J., & Alarcón-del-Amo, M. D. C. (2020). Inter-Country

Customer-Perspective Analysis of Strategic Antecedents and Consequences for Post-
Purchase Behaviour in Integrated Marketing Communications (IMC). Journal of
International Consumer Marketing, 1-16.
[https://www.tandfonline.com/doi/abs/10.1080/08961530.2020.1731901]

Ivy Panda (2021) Nintendo Wii: Integrated Marketing Communications - 1675 words: Essay
example, Free Essays. Available at: https://ivypanda.com/essays/nintendo-wii-
integrated-marketing-communications/.

Luck, E. et al. (2021) Integrated Marketing Communications. South Melbourne, Victoria,

Australia, Austrilia: Cengage.

Schultz, D. E. (2020). From Advertising to Integrated Marketing Communications. In A

Reader in Marketing Communications (pp. 10-40). Routledge. [ISBN
9781138695443]

Warren, T. (2021) Nintendo lowers switch price across Europe ahead of OLED model, The
Verge. The Verge. Available at:
https://www.theverge.com/2021/9/13/22671208/nintendo-switch-pricing-lowered-
europe-uk.

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