Shirakawa Electric's GAME BOY was finally released at a price of 5,200 yen, and the new product launch certainly could not be done without any publicity.

After the final model was decided, Shirakawa Electric's planning department was in full swing.

With the further development of the club, Shirakawa Electric has established more than a dozen departments.

From the general management and administration department to the manufacturing department, technology department, marketing department, etc., it covers all aspects of the entire business operation.

The planning department is under the marketing department, which is mainly responsible for the promotion and marketing of Shirakawa electrical products.

Because GAME BOY's initial positioning is aimed at young students, the target of marketing is self-evident.

"Since it is a toy developed for children, we put the main publicity position in playgrounds, shopping malls, and around schools."

As the head of the planning department, Nakamura didn't quite understand the handheld toy.

But it is also natural to think of the regional places that should be focused on in publicity.

"In addition to these places, the arcade hall can also cooperate.

For example, it can be sold as a point prize for pachinko or as a consignment item directly in an arcade hall. ”

Colleagues from the planning department actively spoke and gave advice on the marketing work of the handheld.

"It can also be sold with our Walkman to give a certain discount."

Because the price of the handheld is low, it is a low value-added product compared to the Walkman.

Therefore, a colleague suggested that the two should be bundled and sold.

Nakamura thought about it for a moment and shook his head again.

"The newly launched products should not be sold at a discount, and the existing sales channels of Shirakawa Electric should be promoted first.

After one to two weeks, do the channel sinking again.

It can be used as a full discount prize in shopping malls and supermarkets, or in conjunction with other brands.

But now you can move ahead and talk to these entertainment venues.

As for TV commercials, don't fall behind, this is the most direct way for products to enter the public eye. ”

"Hay!" The people in the planning department began to act separately to warm up for the pre-launch publicity of Shirakawa Electric's first-generation handheld.

…

At the end of April and the beginning of May 1980, since Nintendo's pioneering launch of portable game consoles, that is, the first generation of handheld consoles.

This pocket-sized game console, which is only the size of a palm, has gradually attracted people's attention.

It's different from the huge game consoles that can only be played in arcades.

It is also different from a home device that can only use a TV to project pictures at home.

A small piece of the handheld that can be carried in your pocket.

On the road, when resting, anytime, take out entertainment and pastime to pass the time.

Obviously, this small and portable gaming device is naturally more popular than those that can only be played in a fixed location.

Since its launch, it has been less than a month and has already made a name for itself.

Speaking of handheld R&D, he is still Nintendo's hardware genius, and he is also the head of the first R&D department, Gunhei Yokoi.

On the way to the Shinkansen, I was inspired by chance.

In today's age, there is a lack of entertainment, and when people travel long distances, there is little entertainment to pass the time except for sleeping and reading books.

Oh, no. Maybe now you can add the trendy entertainment of listening to music with your Walkman.

In short, when taking the Shinkansen in Arai Gunpei, the passengers around you are either sleeping or reading books.

Others are so bored that they simply take out the LCD calculator they carry with them and click on it to kill time.

And that's where Gunpei Arai came in, and whether he could make a miniature game console that would help people pass the time during their boring journeys?

SO THERE IS NOW NINTENDO'S GAME WATCH, WHICH WAS ORIGINALLY DESIGNED FOR THE ADULT GROUP TO PASS THE TIME AFTER WORK.

That's why the time function is added on the basis of the game, and even Yokoi Junhei's initial positioning of it is a watch with a game function...

As a result, when he went to Nintendo President Yamauchi with the prototype, when asked about the standby time of this watch.

Yokoi Junhei gave an answer that made him feel embarrassed even by three days.

So Yamauchi suggested that he should not sell it as a watch, but simply sell it as a game console with a time function.

And then GAME WATCH was born, but well, this nondescript hybrid positioning, a little embarrassing.

Adults are not very interested in it, but now children are gradually interested in it.

AT THE END OF JUNE, JUST A MONTH AFTER THE LAUNCH OF THE NINTENDO GAME WATCH, IT WAS GRADUALLY GAINING MARKET RECOGNITION.

Neon's second local handheld GAME BOY was born, and it was overwhelmingly marketed and promoted.

On the TV, the "Thunderbolt" fighter plane is moving left and right to engage the enemy at the top of the screen, and the sound of "biubiubiu" shooting is very ear-catching.

As soon as the screen turns, the slow "Snake" eats a fruit, accompanied by cute sound effects, and the body immediately becomes longer and the speed is much faster.

"GAME BOY, MY BEST FRIEND!" Several teenagers dressed as students are holding shiny game consoles to show off to the camera.

The price tag of 5,800 yen on the screen was directly marked with a red cross, and it was replaced by "Amazing price!" 5200 yen! ”

"Really. Two super popular games! "Thunderbolt" VS "Snake"! ”

Just when the audience thought that the advertisement had ended, suddenly a familiar female voice chanted "KI~TA~" came from the background

“KITA？” , The reason why I say familiar, it is because of the advertising bombardment of Shirakawa Electric.

This iconic advertising slogan has long been engraved into the minds of the audience.

I usually can't remember it, but as soon as I heard this advertising slogan, my DNA immediately moved.

"Shirakawa Electric has launched a new product again?"

"I don't know, but it seems interesting."

"It's really interesting to have such a small game console."

It's not just TV commercials, old-fashioned street posters.

As well as Keio Electric Railway and Tokyu Electric Railway, which have been cooperated several times, they have also changed the GAME BOY advertisement in the carriage.

In the process of commuting to and from work and taking the subway by train, isn't it a good choice to pass the time with a GAME BOY?

There are both the tense and exciting "Thunderbolt" and the casual and interesting "Snake".

Both boys and girls can find their own fun.

As for where to buy it?

Well, there are Keio Department Store and Tokyu Department Store near the station, so you don't have to go far.

At the weekend casino, a mother and son who had just come off the merry-go-round were waiting for the ice cream being made by the ice cream truck on the side of the road.

At this time, the stall selling snacks and toys on the side attracted the child's attention again, "Mom, I want that." ”

The young mother turned her head, 'Space battles, thunder and lightning strike!' ’

A banner poster is hanging at the top of an open-air shelf, with planes fighting in space in the background.

"Eh, Kenta. I just bought a toy yesterday. ”

"Mom, but I want it so much."

Kenta, who was only six years old, raised her head with tears in her eyes, pulled her mother's skirt, and kept shaking.

The young mother had no choice, so she took the child to the toy stall and picked it up.

"Madam, this is the latest handheld game console, and it's only 5,200 yen."

The stall director enthusiastically recommended this game handheld called GAME BOY to the mother and son.

"Eh, is it the same over here?" THE YOUNG MOTHER ASKED, POINTING TO ANOTHER GAME CONSOLE THAT WAS SIMILAR TO GAME BOY.

This is Nintendo's GAME WATCH game console, Nintendo's name Mrs. still knows, and the toy I bought for Kenta yesterday was made by Nintendo.

The stall director turned his head and said, "Oh, this." It is slightly more expensive at 5800 yen.

But ma'am, I highly recommend you to choose GAME BOY.

It's a new gaming handheld from Shirakawa Electric, and you know it. ”

Mrs. nodded, the young and handsome president Sang had been on the news, and she was impressed.

Seeing his wife nodding, the stall director was even more energetic. "Shirakawa Electric is a very creative company, and even Aihua copies their products.

So there's no need to worry about the quality and creativity of the console, Raiden and Snake are the most popular games right now.

Both games are much more fun than Nintendo's games. ”

"So Nintendo's handheld is also copying Shirakawa's creativity?" The young lady asked innocently.

"Uhhhh

"This is not important, in short, Shirakawa Electric's games are much more interesting, and the handheld is much more beautiful and cheaper."

That's true, the lady nodded.

And when comparing the two, Nintendo's game console looks like a sense of cheapness, and at first glance it is a shoddy copycat.

So without much thought, my wife took out a few bills from her wallet and bought a GAME BOY from Shirakawa Electric.

In Kenta's cheers, the backs of the mother and son gradually faded away.

The stall director was satisfied with the money and stuffed it into his pocket. He began to greet another guest.

As for why he highly recommends Shirakawa Electric's handheld? It's very simple, Shirakawa Electric gives a high score.

In order to quickly seize the market, Shirakawa Kaede not only lowered the price of the handheld.

Relying on the fact that the cost is much lower than Nintendo's, he has also made certain concessions to the channel provider's share.

What kind of combination is this? It's a price war!

As soon as it came up, it was a fierce price war, in addition to wanting to quickly open the market, but also to erect the banner of Shirakawa Electric.

At present, there is only Nintendo handheld in the market, and it can be said that the current market is basically in a semi-blank state.

Don't make a move now, but when.

If Shirakawa Kaede's prediction is good, soon the other cottage armies will swarm in.

So it's better to strike first.

And about the sales of handhelds, in addition to the traditional sales channels of Shirakawa Electric.

Playgrounds, rooftop gardens in shopping malls, and even snack shops can be equipped with GAME BOY game consoles.

Shirakawa Electric's marketing target is very clear, and GAME BOY must appear on all occasions when children and students go in and out.

Because of its cheap price and trendy products, it quickly caused a boom among students.

It's not that they don't know about Nintendo's handhelds, but the handhelds of Shirakawa Electric, which has more interesting games, more beautiful appearances, and cheaper prices, are obviously a little more popular.

Children are not stupid, and it is clear who is good and who is bad.

(End of chapter)