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Question
Scenario1-3In 2006, gaming giant Nintendo launched an innovative motion-sensing gaming console called the Wii. The Wii quickly took over as the leading gaming console because of its unique activity-enabling qualities, and for nearly four years, dominated hardware sales in the gaming industry as any true competition for the product was yet to be introduced. However, this changed in late 2010 as Sony introduced its own motion-detecting gaming system to the market, the Playstation Move. Sony has marketed the product as a superior product to Nintendo's, claiming that it is more precise and flaunts the Playstation's highquality graphics. Sony's Move has been a topic of great debate, but the reception of the product over the long haul is yet to be seen. To dethrone the Wii, Sony will need to find a way to appeal to those that have not yet bought into "motiongaming." And of course, it wouldn"t hurt if Sony somehow found a way to entice Nintendo followers to switch over to its newest addition to the gaming industry.
If Sony uses advertisements that focus on the niche characteristics of Move that Wii does not have, the company is using:
a. external positioning.
b. institutional advertising.
c. brand extension.
d. internal positioning.
Answer
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