Ch.8: Segmenting and Targeting Markets

Nintendo Co. practices market segmentation by offering their customers a wide variety of electronics, gaming consoles and toys. Their practice helps them create diversity among their customers by offering different products instead of one particular product. Products of Nintendo such as the Nintendo Wii and the Nintendo DS creates a different approach to what the market seeks to have based on segmentation. One of the segmentation bases that the Nintendo DS classifies under is demographic segmentation. The Nintendo DS target market is basically people who are willing and able to buy this product. All age types are considered to be Nintendo's target market but most people that purchase the Nintendo DS are in Generation Y, around the ages of 25-35. Nintendo positioning is different from their competitors, Sony and Microsoft because both Sony and Microsoft creates gaming consoles for those who are considered to be a "hard-core gamer" or casual gamer. On the other hand, Nintendo creates gaming consoles designed for those who are a casual gamer and a non-casual gamer which means that they don't actually play competitively only for fun.