Jet work: marketing

Marketing[edit]

Nintendo of America has engaged in several high-profile marketing campaigns to define and position its brand. One of its earliest and most enduring slogans was "Now you're playing with power!", used first to promote its Nintendo Entertainment System. It modified the slogan to include "SUPER power" for the Super Nintendo Entertainment System, and "PORTABLE power" for the Game Boy. Its 1994 "Play It Loud!" campaign played upon teenage rebellion and fostered an edgy reputation. During the Nintendo 64 era, the slogan was "Get N or get out." During the GameCube era, the "Who Are You?" suggested a link between the games we play and the people we are. The company promoted its Nintendo DS handheld with the tagline "Touching is Good." For the Wii, they used the "Wii would like to play" slogan to promote the console with the people who tried the games including Super Mario Galaxy and Super Paper Mario. Its successor, the Wii U, uses the slogan "How U will play next."

Key executives[edit]

Nintendo's president since 2002, Satoru Iwata.

Satoru Iwata, Global President, Representative Director, and CEO of Nintendo of America.^[38]
Shigeru Miyamoto, Senior Managing Director and Representative Director^[39]
Yoshihiro Mori, Senior Managing Director, General Manager of Corporate Analysis & Administration Division, and Representative Director
Shinji Hatano, Senior Managing Director, General Manager of Licensing Division, and Representative Director
Masaharu Matsumoto, Managing Director
Tatsumi Kimishima, Managing Director
Reggie Fils-Aime, President and COO of Nintendo of America (NoA)
Satoru Shibata, President of Nintendo of Europe (NoE)

Divisions[edit]

Main article: List of divisions of Nintendo

Nintendo Co., Ltd. (NCL) oversees the company's global operations and manages Japanese operations specifically. The company's two major subsidiaries, Nintendo of America and Nintendo of Europe, manage operations in North America and Europe respectively. Nintendo Co., Ltd.^[40] was originally based in Kyoto.^[a] It then moved to a new office in Higashiyama-ku, Kyoto, which is now its research and development building.^[b] Since 2000, the company has been based in Minami-ku, Kyoto.^[c]^[41]

Nintendo of America, Inc. (NoA), its U.S. division, is based in Redmond, Washington. Originally the NOA headquarters handled sales, marketing, and advertising. However, the office in Redwood City, California now directs those functions. The company maintains distribution centers in Atlanta, Georgia (Nintendo Atlanta) and North Bend, Washington (Nintendo North Bend). The 380,000-square-foot (35,000 m²) Nintendo North Bend facility processes more than 20,000 orders a day to Nintendo customers, which include retail stores that sell Nintendo products and consumers who order their video games and associated components online.^[42] Nintendo of America's Canadian branch,^[43] Nintendo of Canada, Ltd. (NOCL), is based in Vancouver, BC, with its distribution center in Toronto, Ontario.

Nintendo of Europe (NoE) was established in June 1990.^[44] The company handles operations in Europe and South Africa.^[44] The subsidiary is based in Großostheim,^[45] close to Frankfurt, Germany. Nintendo of Europe's United Kingdom branch^[46] handles operations in that country and in Ireland from its headquarters in Windsor, Berkshire.

Nintendo Australia Pty. Ltd. (NAL) is based in Melbourne, Victoria. It handles the publishing, distribution, sales and marketing of Nintendo products in Australia, New Zealand, and Oceania (Cook Islands, Fiji, New Caledonia, Papua New Guinea, Samoa, and Vanuatu). It also manufactures some Wii games locally. Nintendo Australia is also a third-party distributor of some titles from Rising Star Games, Namco Bandai Games Europe, Atlus, The Tetris Company, Sega, Tecmo Koei Games Europe and Capcom Europe.

iQue, Ltd., a Chinese joint venture between its founder, Wei Yen, and Nintendo, manufactures and distributes official Nintendo consoles and games for the mainland Chinese market, under the iQue brand. The product lineup for the Chinese market is considerably different from that for other markets. For example, Nintendo's only console in China is the iQue Player, a modified version of the Nintendo 64. The company has not released its more modern GameCube or Wii to the market, although a version of the Nintendo 3DS XL was released in 2012.

Nintendo established Nintendo of Korea (NoK) on July 7, 2006.^[47]