Sunday, November 13, 2011
Chapter 11: Developing and Managing Products
Managers have better chance of successfully marketing products if they understand how consumers learn about and adopt products. An innovation is a product perceived as new by a potential adopter. It really does not matter whether the product is "new to the world" or some other category of new product. If it is new to a potential adopter, it is an innovation in this context. Nowadays, Razer and its products have been described as innovative by delivering competitive edge to gamers.
Innovation is the key to new product development and Razer has worked on it. They don't necessarily develop products that did not exist before. Keyboard and Mice are the most important accessories for people who use computer. Razer is not the first company which is producing computer accessories. So what makes them so different from other competitors? What makes them so innovative?
The truly great products are based on technology, designed with extensive human factors and users ergonomic studies and then tested by the top professional gamers. In simpler terms, their own world class scientists and engineers develop cutting edge technology in-house or with partners, design phenomenal products around core technologies- and test them in the field with their pro-gamers before they launch them.
Razer's products are not only known by the attractive appearance but also the functional design. For instance, the new Razer Mamba has upgraded with gaming grade wireless technology and 4G Dual Sensor System which is outfitted with a laser and an optical sensor to accurately calibrate the mouse to any surface for exceptional pinpoint tracking. For many people, Razer's mouses and keyboards are just regular computer accessories, but for gamers, those are their best-friends.
Innovation is the key to new product development and Razer has worked on it. They don't necessarily develop products that did not exist before. Keyboard and Mice are the most important accessories for people who use computer. Razer is not the first company which is producing computer accessories. So what makes them so different from other competitors? What makes them so innovative?
The truly great products are based on technology, designed with extensive human factors and users ergonomic studies and then tested by the top professional gamers. In simpler terms, their own world class scientists and engineers develop cutting edge technology in-house or with partners, design phenomenal products around core technologies- and test them in the field with their pro-gamers before they launch them.
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| Razer Mamba |
Sunday, November 6, 2011
Chapter 16: Integrated Marketing Communications.
The ultimate goal of any promotion is o get someone to buy a good or service or, in the case of non-profit organizations, to take some action. A classic model for reaching promotional; goals is called the AIDA concept. The acronym stands for attention, interest, desire, and action- the stages of consumer involvement with a promotional message.
Attention.
Razer attracts attention from potential buyers by creating attractive main site flashed with the signature black and neon green colors that have been accompanying, with plethora of advertisements in gaming magazines such as PC Gamers, by sponsoring countless gaming tournaments from around the world like e-Sports, and by recruiting a large army of provocative models. Every new product of Razer is always highly anticipated among the gaming community.
Interest.
By sponsoring gaming tournaments, Razor can introduce its new products for gamers to try in the field. These gamers after having tried these products first-hand would then served as voluntary advertisers for Razer during post-tournament interviews.
Desire.
By constantly integrating new technologies into and designing better outlooks for its products, Razer edges its competitors with palm-fitting mouse with mini numpads for better gaming performance, light-in-the-dark keyboard for late-night hardcore players, and superior designs accessories for art lovers.
Action.
Razer is working toward better popularity among the ordinary buyers by reaching out to new markets, better communicate with the public via social networks, provide offers and promotions for loyal customers to bring forth better satisfaction.
Razer is taking concrete and effective steps to prove its worth in the gaming community.
Attention.
Razer attracts attention from potential buyers by creating attractive main site flashed with the signature black and neon green colors that have been accompanying, with plethora of advertisements in gaming magazines such as PC Gamers, by sponsoring countless gaming tournaments from around the world like e-Sports, and by recruiting a large army of provocative models. Every new product of Razer is always highly anticipated among the gaming community.
Interest.
By sponsoring gaming tournaments, Razor can introduce its new products for gamers to try in the field. These gamers after having tried these products first-hand would then served as voluntary advertisers for Razer during post-tournament interviews.
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| Games Convention Asia 2007 |
Desire.
By constantly integrating new technologies into and designing better outlooks for its products, Razer edges its competitors with palm-fitting mouse with mini numpads for better gaming performance, light-in-the-dark keyboard for late-night hardcore players, and superior designs accessories for art lovers.
Action.
Razer is working toward better popularity among the ordinary buyers by reaching out to new markets, better communicate with the public via social networks, provide offers and promotions for loyal customers to bring forth better satisfaction.
Razer is taking concrete and effective steps to prove its worth in the gaming community.
Sunday, October 30, 2011
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.
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.
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.
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| Razer Mouses |
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| 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.
Sunday, October 23, 2011
Chapter 18: Sales Promotion and Personal Selling
In addition to using advertising, public relations, and personal selling, marketing managers can use sales promotion to increase the effectiveness of their promotional efforts. Razer actually gives consumer many promotion. They do not have aggressive campaign like other companies such as Dell or Asus, but they do give the consumer what they expect from the promotion.
Many companies are using the method of giving customers chances to have free shipping. And Razer is doing that way too, at the moment they are offering the deal of free shipping for order above $50. There was one promotion that whenever we order anything from gosugamers.net, we will get a Free Razer beanie. One of their most popular promotion campaigns had been Free Razer Attitude T-shirt+ Free Shipping for order above $150. They also offer many exclusive promotions fro royal customers.
While most of Razer's products are selling online and retailers, they do not really have personal selling. But they do have customer services that help customers to be able to choose the right products.
Many companies are using the method of giving customers chances to have free shipping. And Razer is doing that way too, at the moment they are offering the deal of free shipping for order above $50. There was one promotion that whenever we order anything from gosugamers.net, we will get a Free Razer beanie. One of their most popular promotion campaigns had been Free Razer Attitude T-shirt+ Free Shipping for order above $150. They also offer many exclusive promotions fro royal customers.
While most of Razer's products are selling online and retailers, they do not really have personal selling. But they do have customer services that help customers to be able to choose the right products.
Sunday, October 16, 2011
Chapter 17: Advertising and Public Relations
For many people, they don't really know about Razer because their target market is specifically gamer( amateur, advance, professional). People think that is because they don't advertise to every person. Razer has many great products, of course, they can not sell themselves, no matter how good they are. Razer is a company that doesn't advertise aggressively, doesn't have big campaigns like Apple, but they put a lot of thought, effort, and time to figure out the most effective advertisement for a group of people.
In many computer convention, specifically, gaming conventions, you can easily find the ad of Razer. At Consumer Electronics Show 2011( CES 2011) in Las Vegas, Razer had showed off their newest product- Razer Switchblade. This is the technology era, it is developing non-stop. Every computer company tries to best to reach the edge, specifically, gaming computer company. Razer is the one who leads the new era of gaming laptop and delivers a whole new ultimate experience to gamers all around the world.
In many computer convention, specifically, gaming conventions, you can easily find the ad of Razer. At Consumer Electronics Show 2011( CES 2011) in Las Vegas, Razer had showed off their newest product- Razer Switchblade. This is the technology era, it is developing non-stop. Every computer company tries to best to reach the edge, specifically, gaming computer company. Razer is the one who leads the new era of gaming laptop and delivers a whole new ultimate experience to gamers all around the world.
Friday, October 7, 2011
Chapter 15: Retailing
In the retail store such as J&R near Brooklyn Bridge, you can easily find Razer products because, they are placed in a separate section; including most of Razer Gaming Mice( Razer Mamba, Razer Naga Epic, Naga Imperator, etc.), Razer Gaming Keyboard( TRON® Gaming Keyboard Designed by Razer, StarCraft® II Razer Marauder, etc.), headphone, and complementary products such as speaker or mousepads. Not only at J&R, BestBuy is also one of the popular Electronic company in NYC; it is really easy to find one. However, most of Razer's products have sold by Razer Online Store. By that way, they do not need to spend time to find the retail store; instead,they just need to go online to find the product that they want. In the gaming world, Razer is the most popular brand so at any computer convention, consumer can find it too.
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| BestBuy NYC 5th Avenue |
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