An Analysis of Nintendo's Customer Segmentation for the Release of Super Mario Bros: The Nintendo Diehard and The Gamer Essay

Nintendo, a famous gaming company has set a high standard in the video game market. In 1985 Nintendo introduceda new type of game full of wit and humor named Super Mario Bros (Sheriff, 1994). Before the release of Super Mario Bros, most video games were based on killing, fighting, and shooting. Super Mario Bros revolutionized the videogame market by incorporating the famous fun character Mario. The release of Super Mario Bros raised the bar of what was expected from videogames. Since 1985 Nintendo has introduced several consoles including the Nintendo 64, Game Cube, Gameboy Advance, Nintendo 3DS, Wii, Wii U, and the soon to come NX (Nintendo, 2016a). Nintendos large variety of games and consoles targets two main customer segments called The Nintendo Diehard and The Gamer. Primary and Secondary MarketsNintendos longtime history in the videogame market has made the company extremely reputable. Nintendo has a huge consumer base of various ages from all over the world. Nintendo primarily targets two consumer segments called The Nintendo Diehard and The Gamer. As discussed below, these two segments share some characteristics but differ in several ways including brand-loyalty and psychographics.The Nintendo DiehardThe Nintendo Diehard is the primary consumer market. This consumer is continuously loyal to the brand. This type of consumer will consistently purchase Nintendo products because they always have. They will preorder new releases and anticipate upcoming games and consoles. The Nintendo Diehard is unlikely to spend time on other gaming consuls such as Xbox or PlayStation because they trust the Nintendo brand. Demographics. The Nintendo Diehard demographics can be based geographic location and age. The Nintendo Diehard likely lives in the United States because statistics show Americans love using Nintendo products. Statistics prove when the Wii was released in 2006, it sold more units than the Xbox 360 and PlayStation 3. By 2010 Nintendo sold 67 million units making the Wii the best-selling game console during that time (Statista, 2016c) ....

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