Chapter 10: Product Concepts

I have been working on Razer for more than half of the semester and discovering the strategy, advertising, retailing, and products, the way consumers view Razer and its products. Razer has the variety of products that support human beings, specifically, gamers. Therefore, it is really hard to define one specific type of product.

Razer Mouses

An Razer product can be called a shopping product rather than a convenience product because it is more expensive if comparing with other products. But Razer product enjoy the status of specialty products because of its selective. As i have stated before that Razer's target market is gamer, therefore not all of consumers know about Razer. But whenever talking with gamers, they definitely know about Razer. Try it! Rarely does a company sell a single product; more often it sells a variety of things. Razer does not sell only one specific product, but they do sell one type of product but different in appearance and performance. For instance, they sell many kinds of mouse such as Razer Mamba or Razer Naga Epic; it depends on the needs of customer.

Razer Switchblade

The way Razer has been marketed and branded consumers do have this concept of an Razer product being a specialty product. Those that are Razer users are very reluctant to accept substitutes and Razer definitely has an exclusive image. Razer is a brand that is totally different from the other lines. Razer is quality, is essential and exclusive. The direct experience from gamers all over the world can prove that message. Any customer ( including my self) would feel the differences. Although Razer products are more expensive and have this very stylish, elegant but customers still feel it's reachable and accessible. This brand has been successful for a few year; and now they are taking a big step into the technology world by releasing the Razer Swithblade-the true first portable laptop.