2. 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

3. 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)

4. 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.

5. 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

6. SWOT ANALYSIS
Strengths Weaknesses
• Strong and active current market • Little advertising done outside gaming
• Collaborating with consumers to create community
new products • Consumer outside of gaming sphere
• Very active in the gaming community have little interaction with Razer
products
Opportunities Threats
• Expand consumer market by • Larger companies with broader reach
advertising on TV, the internet, direct may enter market
mail and through interactive feeds. • May not be accepted by general
• Sell product in stores such as Best Buy consumer
• Market other features of tablet to be
just as important as the gaming aspect

7. Introducing the Project Fiona
Tablet

8. 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.

9. 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

10. 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.

11. 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

12. 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).

13. 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).

14. 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

15. Market Segmentation
For the Fiona tablet, on 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

16. Positioning Strategy:
The Fiona The iPad
New to Market point-of-entry Market Saturation
Premium Brand Offering/ Premium Price Premium Brand Offering/ Premium Price
Advanced peripheral applications Standard Industry Applications
Versioned for Windows 8 Runs exclusively on Safari browser
Functions as a mobile PC Functions solely as a Tablet platform
Niche Demographic Brand Awareness Entire Tablet Market/ Brand Awareness
Intel Core i7 – Live Gaming Experience Quad Core GPU – Retina Display

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

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

19. 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.

20. 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.

21. Live Streaming Interviews and Game Play
LIVE STREAMING VIDEO CONFERENCES
WITH:
DATE:

22. T.V. Advertisements
PROJECT

23. Event Appearances
• Team Appearances by
Special Guest Line up for June 6th 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.

24. 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