Nintendo's Integrated Marketing Communications Program Case Study by Nicky

Nintendo's Integrated Marketing Communications Program
An in-depth evaluation of the effectiveness of the Integrated Marketing Communications (IMC) campaign for the Nintendo Wii.
# 148453 | 4,157 words | 19 sources | APA | 2011 | US
Published on Oct 26, 2011 in Business (Companies) , Business (Marketing)

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The paper provides an introduction to the Nintendo organization, an assessment of Nintendo's marketing strategy and an assessment of Nintendo's IMC strategies specifically with the Nintendo Wii. The paper looks at the promotional tools the company uses and offers a series of recommendations for future growth of the Wii brand through the use of IMC strategies. The paper highlights how Nintendo took a significant risk when they decided to move the Wii brand away from their corporate identity, however, this risk has shown significant success globally as the Wii has revolutionized the video game industry. This paper also points out that Nintendo has been able to successfully translate features of a product into an experience that is now the essence of their marketing and branding messages. The paper includes color graphs and tables, as well as appendices with tables.

Executive Summary
Introduction to Nintendo
Company Marketing Philosophy
Situation Analysis
Marketing Strategy
Nintendo Wii Marketing Communications
Conclusion and Recommendations

From the Paper:

"Nintendo is a world leader in the development, marketing, promotion of gaming consoles and game software and interactive gaming programs that can also be used over the Internet. The core activity areas of the company are manufacturing and marketing hardware and software for its video game systems, and in addition to producing a line of playing cards, Japanese Karuta games and ancillary products. Headquartered in Kyoto, Japan and has marketing and operations centers in Europe, Japan, and the United States. As of the end of 2008, Nintendo employed approximately 4,059 people worldwide. As of the close of FY 2008 the company had achieved the majority of its revenue out of the United States (36.5%) followed by Japan (34.2%) followed by Europe (27.6%) with the remainder from online global sales and licensing revenue from the 23 partnerships and alliances the company has, according to Nintendo Investor Relations (2009)."

Sample of Sources Used:

  • Aaker, David A. 2009. "Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean." Harvard Business School Press Books :
  • Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42.
  • Binken, Jeroen L.G, and Stefan Stremersch. 2009. "The Effect of Superstar Software on Hardware Sales in System Markets." Journal of Marketing 73, no. 2: 88-104.
  • Scott D Anthony, Clayton M Christensen. 2008. Disruption, One Step at a Time. Forbes, October 27, 97.
  • John Dvorak. 2007. Ode to the Wii; The Wii doesn't produce the elaborate and stunning HDTV look of the Sony PlayStation 3, but thanks to its controller, it proves that what really matters is the game play itself. PC Magazine, March 20, 100.

Cite this Case Study:

APA Format

Nintendo's Integrated Marketing Communications Program (2011, October 26) Retrieved October 04, 2022, from

MLA Format

"Nintendo's Integrated Marketing Communications Program" 26 October 2011. Web. 04 October. 2022. <>