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Individual Portfolio1 Individual Portfolio Student’s Name Institution’s Name

Individual Portfolio2 Background Nintendo is widely regarded as the leading company in its field. The company has created some of the most popular and successful video game systems and franchises in gaming history, including Mario and Zelda, Wii, and Switch. Despite this, Nintendo's history predates the video game industry by over 130 years. At the time, "gaming" most likely referred to card games. In Kyoto, Japan, Fusajiro Yamauchi founded Nintendo on September 23, 1889, as a manufacturer of handcrafted playing cards. Nintendo's first product was handcrafted playing cards. Hanafuda Cards is a deck of playing cards that, like standard decks of 52 cards, can be utilised for various card games. Nintendo was the company that invented them. The company is widely regarded as one of the most powerful in the gaming industry, and its $85 billion market share places it third in Japan (Lee & Pulos, 2017). The achievements of an organisation can be directly attributed to the quality of its strategic management. Over time, Nintendo became the most successful card manufacturer in Japan. They were also the first company to sell playing cards made of plastic. In order to increase the playing card market's popularity, Nintendo reached an agreement with Disney to print Disney characters on their cards (Blazeski, 2017). However, Nintendo's new president, Hiroshi Yamauchi (grandson of Fusajiro), recognised the industry's limitations and began exploring new business opportunities with the capital generated by the success of their playing card business. The new businesses were taxis, instant rice, vacuum cleaners, and toys. Nintendo's experience in the toy industry inspired Hiroshi to acquire distribution rights for the Magnavox Odyssey, the first home console, even though these ventures could have been more successful. Nintendo entered the electronic entertainment market with the release of Donkey Kong and other video games (Jones, 2013).

Individual Portfolio3 Communication environment The marketing mix is the method through which companies develop a feasible mixture of components for a strategy to advertise manufactured goods. This method is also known as the marketing strategy. The project's success depends on factors including product, location, price, and advertising (Brohi et al. 2016, p. 2). Nintendo places a high priority on and actively promotes content that is family-friendly and inclusive. This is made abundantly clear by the fact that they maintain a presence on the internet, where they engage in conversation with their followers and announce forthcoming products via social media. In addition, they organize events such as Nintendo Direct, at which new information regarding forthcoming games and consoles is disclosed to the public. Nintendo's corporate social responsibility reports indicate that their current communication strategy can be summed up as "Smiles for Everyone." The goal of the strategy is to garner satisfaction from all relevant parties, including shareholders, key employees, customers, and supply chain members. According to Doug Browser, the current president of Nintendo of America, the company's CSR report, which is published on the company's website, details the various ways the company carries out this mission. "In addition, we made it a priority to offer a wide variety of opportunities for employee engagement and virtual learning in order to encourage employee growth. These included education and courses that could be taken online that were based on the ideas of diversity, equity, and inclusion, with the goal of ensuring that our progress in these areas could be maintained over time. We hosted a number of online forums throughout the course of the year so that participants could discuss and listen to a variety of personal and professional

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Individual Portfolio4 narratives in response to the significant social movements that emerged over the course of the year. The employees were given the opportunity to participate in a wide range of conversations and hear a variety of points of view, both of which assisted them in developing a greater comprehension of and appreciation for a variety of life experiences (Bowser. 2021)" This exemplifies Nintendo's dedication to its communication strategy and sheds light on why the company has been so successful in becoming a household name since the middle of the 1980s. Advertising strategy Consumers must be informed about a product's new features, and promotions are essential. Nintendo introduces new products to the market in various ways, including designated launch days and events dedicated to introducing new products. They give away console cases and T-shirts, invite people to try out their new product, and provide free samples. The launch marketing campaign must be comprehensive and exciting. Nintendo's product launches and marketing strategies are well-known for their high quality. In the United Kingdom, 85 per cent of the population watched the 3D video titled "Believe your eyes" during the launch of the Nintendo 3DS. As a result, Nintendo's marketing strategy has been completed. Competitors of Nintendo Sony Sony is another Japanese multinational company with headquarters in Japan. Sony is a conglomerate that operates multiple businesses in diverse industries, some of which may appear unrelated at first glance. These industries include the music, entertainment, gaming, and

Individual Portfolio5 electronic goods industries. Sony is a market leader in producing consumer and professional electronics products and owns the world's most significant music entertainment and video game console businesses. The most recent edition of the Fortune 500 list places Sony at position 116. Sony, like Nintendo, manufactures its video game consoles, but its platform allows third-party developers to create games for its hardware. Sony competes with Nintendo in the video game market. Due to their approach to the video game industry, they significantly increased the number of games in their collection. In addition, Sony collaborates with video game developers by allocating funds or sending a team to work with the developers' partners. One of these two approaches to collaboration could be taken. Nintendo's video games and console approach is highly exclusive and technologically constrained. Even though this market segment has provided Nintendo with a steady stream of profits and sufficient revenue for the company to be considered one of the most successful brands in the video game industry, Nintendo's approach to game consoles and video games is highly exclusive limited to its technology. Nintendo, unlike Sony, places a greater emphasis on product quality and prestige than on production volume. Customers can reach Sony via its website, as well as numerous social media platforms and more conventional advertising channels. In addition, they exhibit their newest games and products at various gaming conventions around the world. Sony's delivery of information is more businesslike. They place a premium on clearly and concisely articulating the features and benefits of the products they sell. They prioritize establishing relationships with clients, conversing with them, and persuading them to purchase their products.

Individual Portfolio6 Microsoft It is possible that Microsoft's success story is better known and recognized. Microsoft Corporation was founded in 1975 by Paul Allen and Bill Gates, making it the youngest of the top three manufacturers of gaming consoles but the oldest overall. Bill Gates was one of the founders of the company. Microsoft's initial objective was to create and manage BASIC interpreters. Midway through the 1980s, Microsoft had risen to the forefront of the market for personal computer operating systems due to the success of the Microsoft Disk Operating System (MS- DOS) and, later, Microsoft Windows. Microsoft developed both of these items. Microsoft had produced tens of thousands of millionaires and three billionaires before its 1986 IPO (Weinberger, 2017). Microsoft is the industry leader in producing office software suites and operating systems compatible with IBM PCs. Microsoft is still the market leader for operating systems compatible with IBM PCs, even though it is no longer the market leader for operating systems overall, having surpassed Android (Keizer, 2014). Due to the company's short history and the subsequent release of Xbox, Microsoft entered the gaming console market late in 2001. Nintendo, in comparison, has been in business for 129 years. Microsoft entered the market in 2001. This was deemed a late submission. Microsoft became the undisputed market leader for online gaming services even though users had to pay a monthly fee to gain access. The Xbox generations that followed the Xbox 360 could not make a significant market impact, particularly in the face of formidable competitors such as the PlayStation 4 and the Nintendo Wii, which belonged to the same generation as the Xbox 360.

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Individual Portfolio7 In addition, Xbox requires assistance to maintain its presence in the Asian market despite its success in the U.S. and European markets. 2016 (Bhagat). Nintendo and Sony dominate the gaming console industry in this region. It is the company's responsibility to inform potential customers about its products and services. Microsoft employs a hybrid strategy to carry out this operation successfully. Marketing communication aims to create a favourable and receptive environment for a particular product, service, or idea by communicating specific information to a target audience according to a predetermined plan. Due to the development of a competitive culture within the organization, as well as the significance and sense of urgency associated with marketing, the method has proven to be effective in selling various products. Xbox Microsoft, the current owner of the Xbox video game franchise, is responsible for its creation. Microsoft is one of the most profitable corporations in the world. Xbox 360 and Xbox One are gaming consoles with exclusive game developers and titles. Between 2005 and 2014, the Xbox 360, the company's second gaming console, was sold 84 million times. (Wc, 2022). As Nintendo did with the NES, Microsoft designs and manufactures its gaming consoles and hardware, which it then sells alongside third-party-developed games. Despite having fewer games than PlayStation, the Xbox franchise generated over $11.4 billion in revenue in 2019. Nintendo has chosen a more innovative approach even though Microsoft's Xbox and Sony Computer Entertainment's PlayStation franchises have sold more units overall. In contrast to its competitors, the Nintendo Switch is a portable gaming console you and your friends can take anywhere. It is also possible to connect the Switch to a television screen for a higher

Individual Portfolio8 resolution if the television is also connected to the Switch. It is reasonable to assert that the Switch has its market compared to the Xbox and PlayStation. Xbox communicates with its customers via its website, various social media platforms, and more conventional advertising channels. In addition, they exhibit their newest games and products at various gaming conventions around the world. Xbox's communication strategy primarily emphasizes the company's technological and product developments. They employ messaging to highlight their products' features and benefits and demonstrate why they are superior to those of competitors. In order to create a positive environment for their customers, they also use humour and a light-hearted tone when communicating with them. Activision Blizzard In July 2008, Activision and Vivendi Games merged to form the American video game company Activision Blizzard, the first U.S.-based company on this list. Activision Blizzard is the parent company of Blizzard Entertainment, King, Activision Publishing, Activision Blizzard Studios, and Major League Gaming. Additionally, Activision Blizzard publishes video games under the Activision Publishing brand. Blizzard Entertainment, a subsidiary of Activision Blizzard, generated $1.7 billion from selling World of Warcraft and other video games. This American holding company for video games owns several of the most popular triple-A titles in the gaming industry, including Call of Duty. Nintendo is responsible for market expansion and selling exclusive video game merchandise. Blizzard, on the other hand, distributes games to various markets, including the gaming culture of the PlayStation 4 console, the gaming culture of personal computers, and the

Individual Portfolio9 gaming culture of mobile devices. Their communication style reflects their reputation for designing original and inventive games. Activision Blizzard communicates with its customers through multiple channels, such as its website, social media, and traditional advertising. In addition, they exhibit their newest games and products at various gaming conventions around the world. They use humour and originality in their messaging to provide a positive customer experience and differentiate themselves from the competition. Activision Blizzard's communication strategy focuses on showcasing the company's enticing and captivating products in the best possible light. Moreover, rather than solely focusing on promoting their products, they prioritize establishing meaningful connections with their audience and engaging in meaningful conversations with them. Target audience Nintendo's primary focus is on video game players, although the company has ignored this demographic for many years. Women, senior citizens, families, and children are considered casual gamers (Bhasin, 2019). It is intended for customers who have expressed an interest in purchasing the products. Despite this, most viewers are Generation Y members, ranging in age from 25 to 35. According to Nintendo's target demographic, the Switch is aimed at serious gamers between the ages of 12 and 30. Using the millennial generation's sentimentality as a selling point for the Nintendo Switch allows them to reach out to an older demographic. Many games available for the Nintendo Switch are similar to Game Boys. Although Nintendo caters to a larger demographic, this is a good thing. One of the most fundamental benefits of having a large market is that it allows businesses to market their products or services to a more significant number of potential customers. The greater the number of people who become your customers, the more likely you will make significant sales (Kokemuller, 2018).

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Individual Portfolio10 Evaluation of communication strategy A marketing communication strategy is a comprehensive plan that includes sections describing a company's planned marketing communication mix and how it will use those components to achieve its goals. The specifics of actions are tactics, which are the specifics of strategies (Kourdi, 2009, pp. 45-60). Marketing requires communication, and Nintendo is no exception. It is essential that the company's communication strategy effectively reaches its target audiences, as it has always had a strong presence in the gaming industry. In this evaluation, I will examine the primary communication channels, direct messages, content audit, and level of integration of Nintendo's primary campaign. Communication Channel Nintendo utilises a variety of Marketing Vehicles to advertise its new products. Nintendo utilised multiple channels, such as social media, television advertisements, and email. They also promoted their product verbally at panels where they displayed forthcoming products. Mobile marketing is a multi-channel digital marketing strategy that employs websites, email, social media, and mobile applications to reach a target audience on smartphones, tablets, and other mobile devices. As with the majority of businesses, Nintendo makes extensive use of mobile marketing. If you have signed up for Nintendo's email notifications, you will receive promotions, new products, and deals. Following their social media page will undoubtedly expose you to a great deal of positive content. Main Message

Individual Portfolio11 Nintendo's primary message is that they are a gaming powerhouse that offers a distinctive experience and superior games. Nintendo has developed a strong brand identity, and they wish to ensure that its target audience is aware of it. They want to be known as a gaming company that can provide a unique and exciting experience and is dedicated to creating high-quality games. This is a vital message because it allows them to differentiate themselves from competitors and establish a solid brand identity. Content Audit When evaluating the content of Nintendo's primary campaign, it is crucial to consider the message's tone and style. Consistent with the company's brand identity, Nintendo is messaging is lighthearted and playful. In addition, they have been consistent with their messaging, which aids in reinforcing their primary message and establishing a solid brand identity. Nintendo has focused its messaging content on highlighting its games, unique experiences, and product quality. They have also utilised various media to convey their message, from television to digital media. Level of Integration The primary Nintendo campaign is highly integrated. The company effectively reached its target audience through various channels, with consistent messaging across all channels. This assists in reinforcing their primary message and building a solid brand identity. In addition, they have integrated their digital and television campaigns, ensuring that their message reaches the intended audience. Overall, Nintendo's communication strategy is solid and practical. They effectively reached their target audience through various channels, and their message was consistent across all channels.

Individual Portfolio12 In addition, they have integrated their digital and television campaigns, ensuring that their message reaches the intended audience. They have also established a strong brand identity through their messaging, which helps them stand out from the competition. Integrated Communication Plan for 2023 The chosen market segment for this plan is the millennial generation, defined as those born between 1981 and 1996. The Millennials are an interesting and important demographic for Nintendo’s future success, as they are the generation that is currently most active in gaming. There are numerous factors that make this age group an ideal target for Nintendo’s marketing efforts, including their willingness to embrace new technologies, their interest in gaming, and their general familiarity with the brand. Objectives The main objective of this integrated communication plan for Nintendo is to develop a comprehensive strategy to target the Millennial generation in order to increase brand awareness, customer loyalty, and overall sales. Additionally, the plan should aim to cultivate an emotional connection between the brand and the Millennial demographic in order to establish a long-term relationship with this audience. In order to achieve these objectives, the plan must include a variety of tactics and strategies designed to engage the Millennial demographic in meaningful ways. This could include utilizing digital and social media platforms, creating interactive content, and leveraging influencers to reach this audience. Strategies

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Individual Portfolio13 In order to effectively target the Millennial demographic, Nintendo must leverage a variety of strategies to engage this audience. a) Creative Idea The creative idea strategy will be a USP strategy that will attempt to claim Nintendo's uniqueness as the game console that provides additional value, and that can be the game console that gamers love because it provides unique and additional benefits through its integrated entertainment system. This strategy will succeed because this is the only eighth-generation game console that offers this experience. It will consist of developing a marketing campaign for gamers emphasising Nintendo's primary product (games) and the ability to switch between applications. As a result, we plan to portray gamers as students and employees, highlighting their passion for video games. Similarly, we would like to inform them that in addition to using Nintendo for one of their favourite pastimes, they can also use it for other purposes and have an integrated system within their game console. Finally, we will narrow this broad market segment and concentrate our marketing efforts on the French market. b) Creative Idea by Medium Nintendo plans to use outdoor, television, and social media as its primary channels for communicating its strategy to core gamers, as these channels are effective. Outdoor

Individual Portfolio14 Nintendo should design two different billboard and wall cape advertisements. The first concept is to dress a man in a suit as if he were a businessman but have him hold a Nintendo controller. The objective here is to increase recognition and recognition among professional core gamers. This straightforward and uncomplicated image will convey that Nintendo should be their preferred game console, as well as the fact that it offers a variety of features applicable to their professional lives. The second idea is to use an image of two friends playing a game to illustrate their excitement for the product's experience. In addition, by including popcorn and snacks in the scene, we are implying to core gamers that they can use their consoles for other purposes, such as watching movies. c) Televisions Nintendo should create a series of television advertisements depicting the various moments when our gamers transition from one activity to another. The proposed various scenarios are as follows: The game has ended: A gamer will become so anxious and agitated during the final minute of his game that he will lose. Then, we will demonstrate his post-game disposition, including how quickly he switches from video to music and searches for the "Depression playlist," as well as the gamer's expression: "I was the One, I was going to win, what happened?" The champion is: In this one, we will capture the gamer in his moment of triumph after completing a particularly challenging level and immediately switch to Skype so he can tell his gaming buddy what happened. Both users will express their happiness and "I cannot believe it"- like a shock.

Individual Portfolio15 One only: This advertisement will depict a man in a suit coming home from work and immediately turning on his Nintendo to check his e-mail. He will then go to the video game centre and play "just One game" before retiring for the night. A few minutes later, it displays the same guy playing "just One more." Because you know you will always want one more. The young woman: When his girlfriend asks him why he has not watched the movie yet, he is forced to switch back to the film. By utilising this advertisement, our users will feel connected and be reminded of times when they were in comparable circumstances. If we proceed in this manner, they will feel connected to our brand because they will find a connection in between. d) Online When it comes to the online medium, Nintendo should focus on social media for this campaign. We will attempt to communicate with core gamers through the primary social media platforms on which they spend most of their time. In addition to fostering a closer relationship between the brand and its customers, we will use this platform to distribute advertisements, promotions, and additional information. The following are the primary social media activities that will occur: Uploading new game video clips Placing television advertisements Developing contests and sweepstakes Displaying event photographs of the product and its accessories Posting advertisements and soliciting comments

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Individual Portfolio16 Interaction with followers (answering inquiries and complaints) Evaluate other communication opportunities in the market or shifts in channel power As a result of the comprehensive analysis of Nintendo's initial campaign, there are numerous new ways to improve and maximize the brand's reach and success. Nintendo should consider diversifying its traditional marketing strategies and tactics to appeal to a broader audience to effectively evaluate other communication opportunities in the market and shifts in channel power. Nintendo can reach a much larger audience and increase profits and reach by utilizing a multi-pronged, integrated approach. Digital marketing is one of Nintendo's most effective strategies. Digital marketing provides a powerful platform for the company to effectively reach their target audience, build brand awareness, and increase engagement. Nintendo can reach and engage with a much larger audience and build brand loyalty by combining social media platforms, search engine optimization, display advertising, and email marketing. Nintendo can capitalize on the growing trend of "gamification" by leveraging social media to create an engaging, interactive experience for its audience. Nintendo can create two- way communication with its customers by utilizing various platforms such as Facebook, Twitter, Instagram, and YouTube, allowing them to share their experiences, ask questions, and interact with the brand. Furthermore, Nintendo can use social media to target specific audiences, such as gamers, and create campaigns for them. Nintendo should consider implementing a comprehensive search engine optimization (SEO) strategy in addition to social media. SEO is a powerful tool that can assist Nintendo in increasing visibility and driving organic traffic to its website. Nintendo can

Individual Portfolio17 increase its visibility on search engine results pages and reach a wider audience by optimizing its content and ensuring that its website is optimized for mobile devices. Nintendo should also consider investing in display advertising, including banner ads, videos, and sponsored content. Nintendo can use display advertising to reach a large audience and increase its visibility in the digital space. Furthermore, Nintendo can use display advertising to target specific audiences and create campaigns for them. Finally, Nintendo should consider incorporating email marketing into its integrated marketing strategy. Through email marketing, Nintendo can build relationships with its customers and communicate directly with them. Nintendo can use email marketing to send personalized messages, special offers and discounts and keep customers up to date on the latest news and releases. The use of digital marketing is the best suggestion for Nintendo to consider implementing, as it provides the company with a powerful platform to reach a much larger audience, create an engaging and interactive experience, and build brand loyalty. Nintendo can reach a larger audience and maximize profits by combining social media platforms, search engine optimization, display advertising, and email marketing. Nintendo can reach a larger audience and build customer relationships through digital marketing, which is cost-effective and practical. Reflection My learning experience in Integrated Marketing Communication Design has been an incredibly enriching journey for me. As a marketing student, I am constantly looking for ways to develop my understanding of the ever-evolving marketing field and improve my skillset. This course has allowed me to do just that by teaching me the fundamental principles of Integrated

Individual Portfolio18 Marketing Communication (IMC) design and its application in the real world. At the beginning of the course, I was apprehensive because I did not understand IMC design. However, with the help of my professor, I was able to get up to speed on the subject quickly. Through the lectures and assignments, I gained a comprehensive understanding of the various components of IMC design and how they work together to create a compelling and impactful marketing campaign. The lectures were beneficial in this regard, as they gave me an overview of the various concepts and strategies used in IMC design. I learned the importance of targeting an appropriate audience and creating a message that resonates with them. I was also introduced to the various tools available for IMC design, such as advertising, public relations, and digital marketing. The assignments were also an integral part of my learning experience. I tested my knowledge by creating various campaigns and exploring how they could be implemented in the real world. The assignments also allowed me to develop my critical thinking skills, as I had to consider the various factors that could influence the success of a campaign and devise strategies to ensure its success. I have also learned the importance of collaboration and teamwork in IMC design. As part of the course, I worked with my peers to develop campaigns and discuss different approaches and strategies. This enabled me to gain a deeper understanding of the process and to see how different ideas can be used to create an effective campaign. Overall, my learning experience in Integrated Marketing Communication Design has been enriching and has provided me with the necessary knowledge and skills to be successful in the field. I now have the necessary tools to create successful campaigns and effectively communicate with my target audience. I look forward to applying my knowledge in the real world and continuing to develop my understanding of IMC design.

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Individual Portfolio19 References Bhagat, R. (2016) Can Xbox’s New Asia Head win the hearts and minds of Asian gamers? Retrieved from: Can Xbox's New Asia Head Win The Hearts And Minds Of Asian Gamers? (forbes.com) Bhasin, H. (2019). Marketing Strategy of Nintendo – Nintendo Marketing Strategy. Retrieved from : Marketing Strategy of Nintendo - Nintendo Marketing Strategy (marketing91.com) Blazeski, G. (2017, May 16). Nintendo was founded in 1889, nearly a century before the NES. Retrieved from: Nintendo was founded in 1889, nearly a century before the NES (thevintagenews.com) Brohi, H., Prithiani, J., Abbas, Z., Bhutto, A. and Chawla, S., 2016. Strategic Marketing Plan of Nike. Jones, T., 2013. The Surprisingly Long History of Nintendo. Keizer, G. (2014) Microsoft gets real, admits its device share is just 14%. Retrieved from: Microsoft gets real, admits its device share is just 14% | Computerworld Kokemuller, Neil. “The Benefits of a Broad Target Market.” April 18, 2018. Retrieved from: The Benefits of a Broad Target Market (azcentral.com) Kourdi, J., 2009. Business Strategy: A Guide to Effective Decision Making, 2 edn. New York: Economist books Lee, S.A. and Pulos, A. eds., 2017. Transnational contexts of development history, sociality, and society of play: video games in east asia . Springer.

Individual Portfolio20 WCS WCS. Nintendo Competitors In 2022. Retrieved from: Top Competitors in 2022 (whatcompetitors.com)

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