Marcom

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