DigiTekJordan Houx

Rachel Coburn Cristina Villarreal

Ashley Bonner Jordan Mills

Cultural Context

•Niche Market of tech savvy gamers. •Demand for high quality products.•Well versed in social media and online communities.•Culturally diverse gamers from all over the globe. •Competitive characteristics

Historical Context

•Founded in 1998 in San Diego, California by Min-Liang Tan (CEO) and Robert “Razerguy” Krakoff (President). •They create products in their own labs and test them in pro-level tournaments. Gamers give feedback on the products and Razer refines them per their comments. •“No marketing BS and no hype” (About Razer)

Historical Context

•Team Razer is a group of professional gamers who not only compete on a global scale but strive to create astounding gaming peripherals . •Razer collaborates with gamers to develop, manufacture and market new technologies. •Investing and partnering with gaming tournaments around the world. •Press releases on Razer’s website.

Historical Context

•Razer’s ecommerce site has full product categories from t-shirts to gaming mice. •Little marketing is done •They are actively involved in sponsoring events and tournaments like; Electronic Sports World Cup, Intel Extreme Masters, Dreamhack, The World Cyber Games, the IGN Pro League, the TeamLiquid Star League and many others

Strengths• Strong and active current market• Collaborating with consumers to create

new products• Very active in the gaming community

Weaknesses• Little advertising done outside gaming

community• Consumer outside of gaming sphere

have little interaction with Razer products

Opportunities• Expand consumer market by

advertising on TV, the internet, direct mail and through interactive feeds.

• Sell product in stores such as Best Buy• Market other features of tablet to be

just as important as the gaming aspect

Threats• Larger companies with broader reach

may enter market • May not be accepted by general

consumer

SWOT ANALYSIS

Introducing the Project FionaTablet

Industry Analysis

• Tablets are becoming more main stream allowing for an open door for Razer to introduce this new type of tablet to the general public.

• Although the Fiona Tablet is more inclined for mobile game play, it can also be used as a normal functioning tablet.

• The Fiona allows for a more exhilarating tablet experience.

• This tablet will blow the door open for mobile gaming and create an even larger market for video game companies.

Market Analysis

•Target market advantageous because of how specific it is

•The downfall is that it relates to interests, making it difficult to gain precise demographic data

•Opportunities to broaden market with the release of the new Fiona tablet

Market Analysis

• Mass media left out of current strategy• Sponsorship of gaming tournaments and

the integration of Team Razer• Utilizing multiple social media platforms-

forums, blogs, Facebook, Twitter, YouTube• Heavy presence at trade shows

• The challenge now is to expand this market with the launch of the Fiona tablet in a way that remains consistent with their brand image but reaches greater, more general audiences.

Competitor Analysis

• Apple leading the tablet market

• Over 55 million tablets sold globally as of last quarter

• Launch of the iPad3 saw sales hit 3 million in the first three days

• Apple currently holds 58% of the tablet market

However…• Microsoft has claimed that, though Apple has

stated that many companies are making use of the iPad in their businesses, the device is not exactly suited for this

• CNN has also voiced concerns about the functionality as far as deeply integrating with social networks in the way that some android products have done

• Productivity has come into question, as there “are apps which allow you to edit word documents and create basic presentations, but none provide the same experience a working with a traditional computer” (Dillon, 2011).

 

Some other statistics in relations to the overall current tablet market:

• It has been estimated that the less popular android tablets make up 39% of the tablet market, with Apple’s iPad ahead at 58% (Arthur, 2012).• Additionally, Amazon and Barnes and Noble’s own media tablets generated 7.5 million in sales combined in 2011, accounting for 11% of the tablet market. (Tofel, 2012).• The Kindle Fire has also become the number two best-selling tablet, second to Apple’s iPad who could potentially lose ground in the coming years (Perez, 2011).• Prognosticators at IDC have also estimated that, by 2015, other tablets will dominate the market ahead of the currently unbeatable iPad (Kingsley-Huges, 2012).

Objectives

With these statistics in mind, the objectives of the promotional campaign are:

• To expand our target market to a broader audience and increase brand awareness by 30% a year from the release date for the Fiona tablet

• To see sales of the Fiona tablet reach 2 to 2.5 million units during this time and to quickly gain ground as a top competitor with other tablets, specifically the iPad, currently on the market

Market Segmentation

For the Fiona tablet, on of the best repositioned target markets would be Generation Y.

• 1979 to 1997, diverse from other generations

• Open minded, often self-righteous, tech savvy, and typically have disposable income

• Heavily influenced by social media• A generation that grew up primarily using

Windows, the base platform for the Fiona tablet

Positioning Strategy:

The Fiona The iPad

New to Market point-of-entry Market Saturation

Premium Brand Offering/ Premium Price Premium Brand Offering/ Premium Price

Advanced peripheral applications Standard Industry Applications

Versioned for Windows 8 Runs exclusively on Safari browser

Functions as a mobile PC Functions solely as a Tablet platform

Niche Demographic Brand Awareness Entire Tablet Market/ Brand Awareness

Intel Core i7 – Live Gaming Experience Quad Core GPU – Retina Display

Premium Status

Economy Status

Fiona Tablet Positioning Map

Inconspicuous Conspicuous

Kindle Fire

Fiona

iPad

Androids

Performance Imagery

Salience

Project Fiona’s New CBBE Model

Brand Communication:

Direct Mail

• Sending out interactive CDs that are essentially a mini game with information about the Fiona tablet and its benefits

• Introduction of the company before the story line begins

• Razer needs the user to act as a “spy” in the game and try to gain information to help Razer get secret company information and the blueprints for the Fiona tablet back from malicious imitators. Upon retrieving the lost information the user will then be briefed on the specs and details of the tablet and how it will benefit them.

Sponsorships

• Sponsorship deal with World of Warcraft (WoW) to improve reach

• Utilizing a banner ad at FanCon, a virtual convention hosted by WoW that connects 70,000 different virtual worlds

• Features seminars, classes and discussions

• Benefits could include: a banner on www.wowfancon.com, company name on all FanCon registration emails to users, online exhibit booth, and an opportunity to make a speech to attendees.

LIVE STREAMING VIDEO CONFERENCESWITH:

DATE:

may 15, 2012

Live Streaming Interviews and Game Play

PROJECT FIONA TABLET

T.V. Advertisements

Special Guest Line up for June 6th

Team Razer

Debuting the Project Fiona Tablet!Time: 2 p.m.

Where: Grand Hall

Special Quest Include: Team Liquid

WIN THE “HANGING VIP WITH RAZER” CONTEST!

Event Appearances • Team Appearances

by Pro Razer teams• Could increase fan

base (utilize eWOM and reachability)

• Autograph signings by team members

• Giveaways of Fiona Tablet to “lucky attendees”

• “Hanging VIP with Razer” contests.

Brand Awareness:

Business WeekTimeThe Wall Street JournalScience MagazineMicrosoft.comG4TV.comTechmonitorForbesFortuneThe Harvard Business ReviewInc MagazineFast CompanyTradePub.comInternet RetailerTrans TechIT Weekworldscientific.com