Marcom

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  • Topic: Gamer, Hardcore gamer, Social media
  • Pages : 8 (2508 words )
  • Download(s) : 85
  • Published : April 15, 2013
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Table of Contents

1. Executive Summary …………………………………………………………… 2 2. Background …………………………………………………………… 2 3. Problem Statement and Operational Definitions ……………………………… 3 4. Research Design …..………………………………………………………. 5 Descriptive Research ……………………………………………………. 5 5. Data Collection …………………………………………………………… 6 Primary Data …………………………………………………………… 6 Validity & Reliability..………………………………………………………6 Target Population………………………………………………………….6 Sampling Frame……………………………………………………………6 Descriptive Research..…………………………………………………….7 Secondary Data ……………………………………………………………9 6. Data Analysis …………………………………………………………….10 7. Conclusion and Recommendation ……………………………………………….23 8. Appendix ……………………………………………………………… 25 9. References …………………………………………………………….29

Executive Summary
This report was commissioned to provide a situational analysis on Razer, accompanied by recommendations on our global Integrated Marketing Communications Plan to raise awareness and sales of Razer’s audio gaming devices to casual gamers. Through extensive primary and secondary research via surveys, focus groups and online research, we could identify the key areas in the minds of Razer’s potential customers – namely purchasing habits, behavior, lifestyle, perception and drivers for sales, as well as the competitive and communication environment. The report draws attention to the need gap between the current perception of casual gamers and what Razer perceives in terms of pricing and relevance to needs. It can be inferred that that the value for money perception is weak due to lack of balance of emphasis on pricing with features. In addition, focus group interviews that were conducted have shown that the target audience’s ultimate goal when playing games is to win. Hence, our big idea is “Play To Win”, an interactive all rounded contest campaign that is cost effective and transferrable from print media, to social media, and guerilla marketing, represented by our mascots that would embody the character and theme of the respective audio products to bring these products to life. Instead of feeding consumers with the features of Razer’s audio products, we wanted them to find out by themselves in a fun and engaging way, which would create a more lasting impression and increase their value perception.

Introduction

Background

CEO Min-Liang Tan and President Robert “Raze guy” Krakoff founded razer in 1988. Today, the company has grown to hundreds of employees worldwide with offices in nine cities, including San Francisco, Hamburg, Seoul, Shanghai and Singapore. Razer only one vision since it first started is to be the world’s greatest gaming brand by designing best gaming products that any gamer has ever seen. The company believes that great products are based on technology, designed with extensive human factors and user ergonomic studies. Top professional gamers will provide them with feedbacks before products are launched. Razer is the only gaming hardware company in the world with dedicated gaming user interface research and development labs, and their technology and designs are incubated in three dedicated design centers located in California, Singapore and Shenzhen.

Scope

The scope of this report includes Razer’s marketing analysis for external and internal environments. In addition, a detailed integrated marketing communications (IMC) program indicating the process of development, integration and implementation of creative executions and strategies to achieve the stated objectives will be provided. Monitoring and evaluation controls set in place to measure the effectiveness of the IMC program will ensure the report conclude sufficiently.

Marketing strategy

The marketing analysis will be assessing both the internal and external environment on competitor’s audio gaming devices such as Electra, Kraken, Kraken Pro and Ferox. The internal environment...
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