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Skip-it

Skip-it. Marketing Communications Professor Wertalik. Table of Contents. Executive Summary pg. 3 Industry Background pg. 4 Company Snapshot pg. 5 Brand Review pg. 6 Competitive Review pg. 7 Buyer Analysis pg. 8 SWOT Analysis pg. 9 Marketing Goals pg. 10

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  1. Skip-it Marketing Communications Professor Wertalik

  2. Table of Contents • Executive Summary pg. 3 • Industry Background pg. 4 • Company Snapshot pg. 5 • Brand Review pg. 6 • Competitive Review pg. 7 • Buyer Analysis pg. 8 • SWOT Analysis pg. 9 • Marketing Goals pg. 10 • Target Market pg. 11 • Promotional Program Situation Analysis pg. 13

  3. Executive Summary • Target Market • Primary: Children ages 8-12 themed and learning video games • Secondary: College age • Launch • October – prior to Christmas • Expand product two years after initial launch • Campaign Objectives • Reintroduce popular product from 80’s and 90’s • Fun way to exercise and compete • Marketing goals • 15% Wii owners market share • Budget Total • $850, 000 total Advertising • $3,000,000 for production, manufacturing, and distribution of product • Media Flowchart • Trial stations located in Best Buy, Walmart, Toys-R-Us • Product integration in Wii commercials • Skip-It for Schools • Blogs • Product placement • Wii Skip-It bundles

  4. Industry Background • SIZE • Video Game Industry was $31.6 Billion and growing in 2007 • GROWTH • Global market annual growth rate of 9.1% • PricewaterHouseCoopersGlobal Entertainment and Media Outlook: 2007-2011 • CURRENT TRENDS • Digital distribution of games and entertainment content • MACROENVIRONMENT • Economic: recession has little impact on sales (up 13% in January 2009) • Technological: advance technology • Social: influence on youth • Demographics: male, ages 18-29, Some college/College grad • This demographic will be included upon future expansion

  5. Company Snapshot • WiiSkip-it Small ring to slip on a child’s foot that is attached to a ball. -object is to swing the attached ball around and jump as it passes underneath the other foot. • Younger age – games will include battle and themed games • Image • Latest/most advanced technology • Wii is currently dominating the gaming market and we want to help Wii remain at the top of that list. • Huge opportunity for market expansion, growth because of the recent growth of the Wii gaming market, as well as the fitness trend • College aged expansion

  6. Brand Review • Skip-it for Wii • Skip it toy interacts with Wii software • Interactive games played with the Skip-It on the Wii Console • Wii has Huge existing Market • Every Wii owner has capability to Skip-It • Potential to motivate new Wii buyers • Existing brand awareness • Opportunity for new positioning with young generation • Male interactive Battle and helicopter games • Female Flying and Fairy Games • Universal Learning games • Secondary Target • Reminiscing College age • Social games for gatherings • Fun way to be active

  7. vsvs • Xbox 360 (Microsoft): 2001 • Second place leader • 8 million unit lead over PlayStation (2008) • Xbox LIVE community more than 17 million active members • NetFlix on Xbox 360 • PlayStation (Sony): 1994 • Third place leader • #1 Lifetime U.S. hardware sales (43.22 million) The 2008 total U.S. hardware sales are as follows: Wii- 10,224,400 Nintendo DS- 9,951,500 Xbox 360- 4,735,200 PSP- 3,829,300 PlayStation 3- 3,685,000 PlayStation 2- 2,106,100*

  8. Buyer Analysis Children College Age (future target audience) • User of the product • Elementary School Age • Can influence parent’s buying decisions • Not much disposable income • Social • Fitness • Remember Skip-it from the 80’s and 90’s • Parents • Buyer of the product • Buying decision can be influenced by children • Disposable income • Advantages of product for their children (fitness)

  9. SWOT Analysis

  10. Marketing Goals • Make Skip-It hardware affordable • $50-$60 • 4-5 Million Units • 200-300 Million Revenue • 20-40 Million Profit • Greater Revenue coming from games sales once customers own the hardware • Top Selling games ranging from $1-5 Million in Sales per Year

  11. Target Market • Primary • Children 8-12 years old • Male and Female • Gender Specific games • Universal games • Current Wii owners • Secondary • Parents of primary market • Product buyer • Strong influence by primary • Future Target Market • College 18-24 • Nastalgic • Social game

  12. Review of Past Programs • http://www.youtube.com/watch?v=Z5eNcFRit8M • Children’s commercial aired on Nickelodeon

  13. Review of Past Programs • Strengths • Strong Trendy Children Market • Catchy Song • “Everybody is doing it” • Weaknesses • Failed to adapt and extend product and advertisement campaign • Only advertised on one network to one target audience

  14. Our objective is to create awareness and knowledge of the new Wii Skip-It • Campaign Objectives • Increase awareness of Wii Skip-It among consumers, ages 8-12, by 50% in a three-month period • Increase trial of Wii Skip-It among consumers, ages 8-12, by 25% over a six-month period • Campaign Strategies • In-store trial stations in key retailers (Best Buy) • Cause promotions (Skip-It for Schools) • Product placement in popular television shows of target audience • Television commercial advertising within current Wii commercials • Placement in other Wii games/ videogame advertising • Wii console bundles

  15. Target audience research • 92% of our sample likes to compete • While only 67% of our sample says their family owns a Nintendo Wii, 97% said they have played Wii before • Popular games include Mario Kart, Guitar Hero, and Wii Fit – this shows that games with Wii accessories are popular • 77% of our sample has previously heard of Skip-it

  16. Positioning • Positioning Strategy • Wii Skip-It is a high energy, fun, social activity to do with friends and peers • Fresh and new in the mind of the consumer • Positioning Statement • To elementary aged children, Skip-It, is the brand of Nintendo Wii video games that facilitates a fun way to compete and be active because Skip-It integrates the skipping motion through interactive gaming methods.

  17. Campaign • Campaign Theme • “Everybody Skip-it” • Song • We decided to keep the previous song and tagline because they were memorable and popular: Andrea: “The commercial (for the model with the counter) featured a catchy jingle and portrayed this toy with an “everyone is doing it and look how much fun they are having” message. Watching the commercial makes me want to buy a Skip-It even now!”

  18. Skip-It Logo: Old vs. New Skip-it

  19. Creative Recommendations • Advertising Objectives • Point-of-Purchase Displays • To create personal experience at the point-of-purchase stations to motivate sale • Cause promotions - Skip-It for Schools • To gain local news coverage and promote the cause • Commercial and product placements • To increase awareness and create consumer desire to experience Wii Skip-It • Skip-It included in Wii console bundle • To get product into homes of consumers and introduces Skip-It to new Wii users • Advertising/Message Strategies • By using Wii Skip-It, you will have fun, be active and social, while improving your body and mind • Implementing social responsibility • Will use general Wii commercials as a piggy-back strategy to create awareness and reinforce product

  20. Marketing Objectives for Advertising Campaign • Children 8-12 years old • Objectives • To achieve a 70% reach and a frequency level of 4 • To create a personal relationship and spread awareness among current and future Wii users • Strategy • At release of product we will place trial stations in retail outlets as well as commercials and product placement within Wii videogames and television mediums • 4 months into campaign- soft launch of Skip-It for Schools

  21. Media Flowchart

  22. Sales Promotion • Consumer • Children 8-12 • Bundle packages with Wii consoles will allow consumers to experience the product at home • Make Wii Skip-It available for consumers to experience at point of purchase • Prompt consumers to try Skip-It to reduce perceived risk of purchasing • Budget: $525,000 • Trade • Best Buy, Walmart, others retailers, and participating schools • To have retailers carry product and allow floor space for in-store trial station. • Beneficial to retailers because of increased store traffic • Contacting potential participating schools to host Skip-It for Schools • Budget: $425,ooo

  23. Internet/Interactive • Wii Ware users; Children 8-12 • Wii Ware • Advertise directly to Wii-Ware users • Promote new games available for download • Blog • Give Wii Skip-It to known and established bloggers • Create awareness and promote from trusted opinion • Budget • Expenses will be absorbed by Wii

  24. Public Relations • Children 8-12; Parents and community • Cause Promotion: Skip-It for Schools • Raise money for local schools • Promote community outreach • Promote Wii Skip-It • Create awareness • Widespread trials by consumers • Build personal involvement in Wii Skip-it games • Budget • Through press releases Wii Skip-It will gain free publicity

  25. Skip-It for Schools • What? • Raising funds towards local schools to promote education and learning programs • Who? • Students: learning competitions • Others: sponsored speed competition • Where? • Hosted outside local schools • Nationwide school systems with afterschool programs struggling from budget cuts • When? • Soft launch • 4 months into campaign • After each event there will be research, assessment, and refinement • Rationale? • Emphasize importance of student education and programs • Local News coverage

  26. Measurement & Evaluation • Trial Station survey/product review • Drop box sweepstakes to win the Wii Skip-It • Blogs • will allow for product evaluation • Sales statistics • Shows volume of Skip-It sales • Skip-It for Schools • Participants receive coupon • Product representatives will evaluate and make improvements as seen fit • Commercial • Call to action through website

  27. Budget Summary • $850,000 – Advertising • $300,000 – brochures to 30,000 schools, equipment, workers • $100,000 – product placements • $250,000 – trial stations and displays • $300,000 – television commercials • $3,000,000 – production, manufacturing, and distribution of product

  28. Conclusion • Brief Review • Advertising outlets are specific to target market • Slogan: creates a “need” perception; social conformity • Strong visibility and brand awareness through various mediums • Needs of client: • Trust/ Accessibility  Trial Stations • Reputation/ Familiarity Wii name • Convenience  downloadable programs • Social  peer competition and “everybody’s doing it” • Active lifestyle  Interactive/movement

  29. The future of Wii Skip-It • Expand to older demographic • College aged consumers, nostalgic audience from prior awareness • Wii “Skip-Fit” • Game development • Online television commercials • Advertisement at game introductions and loading points • Global expansion

  30. References • http://www.theykid.com/skip-it

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