1. Product/Company Description:
Company/Product Name: Nintendo Switch - OLED Model (Nintendo)
Product Overview: Wide 7 inch screen, vibrant colors and high quality, adjustable stand and viewing angle, built-in LAN (Local Area Network) port, 64 gb (considered large) storage, enhanced audio, can transform from home console to portable system, multiplayer and online gaming options, can capture screenshots, extremely suitable for family (parental controls), exclusive franchises such as The Legend of Zelda and Mario Kart.
2. Target Audience Demographics:
Age: 13 - 80
Gender: Both genders, female and male.
Income Level: Middle class to upper class.
Education: Both little to no education background and formal education.
Occupation: Students and retirees.
Geographical Location: Indonesia
3. Target Audience Psychographics:
Interests: Nintendo games, franchises such as Mario Kart, gaming.
Lifestyle Choices: Gaming enthusiasts, people with busy schedule, people who value versatility, people who enjoy social interactions, tech enthusiasts, users who value high-quality and well-designed products, families with young children.
Values and Attitudes:
- Innovation and creativity: The audience appreciates innovation in gaming technology and seeks out products that push the boundaries of creativity. They are attracted to unique gameplay mechanics, novel concepts, and the ability to explore new worlds and experiences.
- Community and Social Interaction: Connecting with others through gamins is important to this audience. They enjoy multiplayer experiences, co-op gameplay, and the ability to share their gaming adventures with friends, family, and online communities.
- Adventure and Exploration: The audience is drawn to games that offer rich and immersive worlds to explore. They have a sense of adventure and are excited by the prospect of discovering new environments, characters, and stories within games.
- Nostalgia: Many in the audience have a history with Nintendo and its iconic characters. They appreciate the nostalgia associated with the classic franchises and value the opportunity to relive fond memories through modern gaming experiences.
- Inclusivity and Accessibility: The audience appreciates games and devices that are inclusive and accessible to a wide range of players. They value games that are easy to pick up and play, regardless of skill level, age, or experience.
- Positive Escapism: The audience views gaming as a positive form of escapism, allowing them to step into new worlds and experiences that provide a break from the stresses of everyday life.
Opinions:
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[Note any specific opinions or beliefs that may affect their purchasing decisions]
4. Understanding Consumer Behavior:
Needs:
- The product caters to the need for gaming on the go and the desire for a flexible gaming experience. The ability to seamlessly switch between handheld and TV modes allows users to play games wherever and however they prefer.
- The desire for a high-quality gaming experience is fulfilled through the enhanced display technology of the OLED screen. This satisfies the audience's need for visually appealing graphics and immersive gameplay.
- The product addresses the desire to play exclusive Nintendo franchises and titles. The availability of iconic games like Mario, Zelda, and Pokemon provides a unique gaming experience that can only be found on Nintendo consoles.
- The Nintendo Switch OLED fulfills the need for social interaction and shared gaming experiences. With local multiplayer option and the detachable Joy-Con controllers. users can easily engage with friends and gamily in cooperative or competitive gameplay.
Motivations:
- Nintendo has a rich history of creating iconic and exclusive game franchises. Gamers who have a strong affinity for these titles are motivated to invest in the Nintendo Switch OLED to access and experience the latest installments in their favorite series.
- The prospect of playing games with friends, family, or even strangers in local multiplayer or online modes motivates individuals who seek social interactions through gaming. The Nintendo Switch OLED's focus on shared experiences and multiplayer gameplay aligns with this desire.
- People who grew up playing classic Nintendo titles have a strong sense of nostalgia for the brand's characters and franchises. The Nintendo Switch OLED's library of classic and modern games motivates them to relive cherished memories and create new ones.
Pain Points:
- Families seeking interactive and inclusive entertainment might struggle to find suitable options for all members. The Nintendo Switch OLED offers a range of family-friendly games and local multiplayer experiences that cater to diverse age groups.
- People seeking positive forms of stress relief may benefit from the Nintendo Switch OLED's ability to provide an immersive and enjoyable gaming experience. It offers a way to unwind and relax through engaging gameplay.
- People who fondly remember classic Nintendo games might feel disconnected from those experiences. The Nintendo Switch OLED's library of classic and modern games can help bridge the gap between nostalgia and the present.
- People who feel excluded due to skill level or accessibility concerns might find solace in the Nintendo Switch OLED's range of games that cater to different skill levels, as well as its user-friendly design.
5. Competitor Analysis:
Competitor Name:
- Sony Playstation Portable (PSP) and PlayStation Vita: Sony's handheld gaming consoles offer portable gaming experiences with a focus on high-quality graphics and a diverse game library.
- Microsoft xCloud and Xbox Cloud Gaming: While not a traditional handheld console, Microsoft cloud's gaming services enable users to play Xbox games on a variety of devices, including smartphones and tablets.
- Mobile Gaming Platforms (iOS and Android): Mobile devices offer a wide range of gaming options through app stores, including casual and more complex games that cater to different audiences.
Competitor's Target Audience:
- Sony's handheld consoles traditionally target gamers who value high-quality graphics, immersive gameplay, and access to a diverse range of gaming genres. They often attract dedicated gamers looking for a portable extension of the PlayStation.
- Microsoft's cloud gaming services aim to reach a broad audience, including existing Xbox gamers who want to extend their gaming experience to other devices. They also target users who prefer a subscription-based model for access to a library of games.
- Mobile gaming platforms cater to a wide and diverse audience, including casual gamers, on-the-go players, and users who prefer free of low-cost games. The target audience can range from children and teenagers to adults.
6. Target Audience Persona:
Persona Name: Bob
Age: 70
Gender: Male
Occupation: Retired
Interests: Gaming enthusiast, Nintendo fan, family focused, tech enthusiast.
Lifestyle: Family gatherings, quality time, middle to upper class.
Values and Attitudes: Passion for gaming, positive social connections, accessibility.
Needs and Motivations: Entertainment, enjoyment, easy access, versatility, family bonding.
Pain Points: Limited gaming time, cost of games, physical health.
7. Aligning Advertisement with Target Audience:
Message: "Rediscover the Joy of Gaming!"
Visuals:
- Highlight classic Nintendo titles that appeal to a nostalgic audience, such as the timeless Super Mario series or The Legend of Zelda franchise.
- Feature scenes of the persona enjoying tranquil, story-driven games in a cozy setting, surrounded by family (grandchildren).
- Intergenerational gaming moments with family.
- Emphasize the user-friendly aspects of the console, showcasing easy-to-use controls and a straightforward setup process.
Tone:
- The tone should be warm, inviting, and reminiscent. It should evoke feelings of nostalgia, relaxation and a sense of family bonding. The advertisement should convey the idea that the Nintendo Switch OLED offers a simple, enjoyable way to relive cherished gaming memories from the past while creating new ones with loved ones. It should encourage "Bob" to embrace the joy of gaming in a modern, accessible way.
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