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QUIZ TIME!!!!

QUIZ TIME!!!!. What is Razer USA?. An American NASCAR racing company B. A high-end men’s shaving and shaving accessories company C. A digital gaming product and accessories company. What is Project Fiona?.

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QUIZ TIME!!!!

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  1. QUIZ TIME!!!!

  2. What is Razer USA? An American NASCAR racing company B. A high-end men’s shaving and shaving accessories company C. A digital gaming product and accessories company

  3. What is Project Fiona? A top-secret project featuring the blue prints for a “car of the future” B. A revolutionary new tablet device C. A partnership with Razer USA and Gillette

  4. CORRECT ANSWERS: C. A digital gaming product and accessories company B. A revolutionary new tablet device

  5. DigiTek Jordan Houx Rachel Coburn Cristina Villarreal Ashley Bonner Jordan Mills

  6. 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

  7. 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)

  8. 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.

  9. 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

  10. SWOT ANALYSIS

  11. Introducing the Project Fiona Tablet

  12. 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.

  13. 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

  14. 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.

  15. 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

  16. 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).

  17. 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).

  18. 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

  19. Market Segmentation For the Fiona tablet, one 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

  20. Positioning Strategy:

  21. Fiona Tablet Positioning Map Fiona iPad Kindle Fire Inconspicuous Conspicuous Androids Premium Status Economy Status

  22. Brand Communication: Project Fiona’s New CBBE Model Performance Imagery Salience

  23. 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.

  24. 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.

  25. Live Streaming Interviews and Game Play LIVE STREAMING VIDEO CONFERENCES WITH: DATE: may 15, 2012

  26. T.V. Advertisements PROJECT FIONA TABLET

  27. 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. Special Guest Line up for June 6th TeamRazer Debuting the Project Fiona Tablet! Time: 2 p.m. Where: Grand Hall Special Quest Include: Team Liquid WIN THE “HANGING VIP WITH RAZER” CONTEST!

  28. Brand Awareness: Business Week Time The Wall Street Journal Science Magazine Microsoft.com G4TV.com Techmonitor Forbes Fortune The Harvard Business Review Inc Magazine Fast Company TradePub.com Internet Retailer Trans Tech IT Week worldscientific.com

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