Monday 27 August 2012

Competition

Razer's vision from the very beginning was to be the world's greatest gaming brand. In this regard, It faces tough competition from other gaming gear manufacturers:

STEELSERIES: is a Danish manufacturer of gaming peripherals and accessories, including headsets, keyboards, mice, gaming surfaces and software.

Products
Mice – SteelSeries Ikari Laser, SteelSeries Ikari Optical, SteelSeries Xai Laser, SteelSeries Kinzu Optical, SteelSeries World Of Warcraft MMO Mouse, SteelSeries Xai Laser R.U.S.E, SteelSeries Ikari Laser Sudden Attack, SteelSeries Sensei (RAW, Glossy), SteelSeries Kana, SteelSeries Kinzu v2, SteelSeries Kinzu v2 Pro Edition.
Headsets – SteelSeries Siberia V2 (Red, White, Blue, Black, Orange, Pink, Green), SteelSeries 7H (USB), SteelSeries 5Hv2 (USB), SteelSeries 4H, SteelSeries 3H (USB), SteelSeries Neckband, SteelSeries In-Ear, SteelSeries 5XB (Xbox), SteelSeries 4XB (Xbox), SteelSeries 7XB Wireless (Xbox)
Keyboards – SteelSeries 7G, SteelSeries 6GV2, SteelSeries Shift, SteelSeries Merc Stealth, SteelSeries Zboard, SteelSeries Zboard Wrath of the Lich King, Steel Series Zboard StarCraft 2
Surfaces – SteelSeries SX, SteelSeries 5L, SteelSeries 9HD, SteelSeries S&S, SteelSeries SP, SteelSeries 4HD, SteelSeries 3HD, SteelSeries NP+, SteelSeries QcK Heavy, SteelSeries QcK, SteelSeries QcK+, SteelSeries QcK MASS, SteelSeries QcK MINI, SteelSeries 4D, SteelSeries I-1, SteelSeries I-2, SteelSeries QcK SC2 (Marine, Marauder, Kerrigan vs Zeratul, Tycus Findlay), SteelSeries QcK+ Team(SK Gaming, Evil Genius, Fnatic, Natus Vincere, mibr, MYM)



LOGITECH: is a global provider of personal computer accessories. The company develops and markets products like peripheral devices for PCs, including keyboards, mice, microphones, game controllers and webcams. Logitech also makes home and computer speakers, headphones,wireless audio devices, as well as audio devices for MP3 players and mobile phones. It also manufactures special gaming peripherals for entry level PC needs.





MICROSOFT: is an American multinational corporation that develops, manufactures, licenses and supports a wide range of products and services related to computing including specialized gaming gear.


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Family Life Cycle



Family Life Cycle can be conventionally defined as the different stages in life of a customer in which he purchases a particular product. The defined life cycles are :

  1. Unmarried Working
  2. Married with no children
  3. Married with young children 
  4. Married with grown up children
  5. Single Survivor 





1. Unmarried Working Group: Razer products are designed for gaming and hence are generally bought by teenagers and early adult gaming enthusiasts or professional gamers. Since professional gamers usually retire around the age group of 25-27, Razer products will generally not be purchased by people beyond this age group, although in exceptional cases users in other age groups may buy Razer products.

2. Married with no children: Razer products will generally not be purchased at this stage, as the focus will be on married life, although Razer products could be purchased by people at this stage in some rare cases, where Razer products may be used in non-gaming environment, for example - Razer mouse by designers for the precision and Razer headphones by professional DJs for their sound quality.

3. Married with young children: Razer products will generally not be purchased at this stage, as the focus will be on married life, although Razer products could be purchased by people at this stage if it helps them professionally, for example Architects, Designers, Professional DJs etc.

4. Married with grown up children: Razer products may be bought at this stage as a gift or on behalf for their children who may be into professional gaming.

5. Single Survivor: Razer products will not be purchased usually in this stage, except as a gift for their grandchildren who may be into professional gaming.



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Customer Buying Decisions

Behind the visible act of making a purchase lies a decision process that must be investigated.The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. :




1. PROBLEM RECOGNITION: The customer needs highly specialized, ergonomic gaming gear(namely mouse, mouse pad, keyboard, headphones, controllers and/or highly specialized gaming laptop ).

2. INFORMATION SEARCH: The customer will come to know about Razer products while researching gaming products on the Internet, or through word of mouth from fellow gamers. He/she could then research about Razer products through the Razer website http://www.razerzone.com.

3. EVALUATION OF ALTERNATIVES: The customer will compare Razer products with those of other gaming gear manufacturing companies such as Steelseries, Logitech, Microsoft, etc. and compare whether the value he/she percieves in Razer products can be matched by products of these companies.

4. PURCHASING DECISION: The customer, on finding Razer products to be the best and unmatched in quality by other gaming gear, will purchase the products either directly through the Razer website(only in U.S. and U.K.) or through Razer resellers.

5. POSTPURCHASE BEHAVIOR: The customer, upon purchasing the product will try it and use the superior gaming product and evaluate the performance with other products he/she has used before. If in case of a defect, the customer can return to Razer under warranty period for repair/replacement.

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Monday 20 August 2012

Value add to the Customer

Razer's products are generally targeted at gamers. The bulk of Razer's products are PC peripherals including mice, keyboards, mouse mats, audio solutions and game controllers. Razer has also released a laptop (the Razer Blade).

Razer Mouse


Razer mice are highly specialised, highly sensitive(ranging from 1000 DPI, or optical resolution, in Razer Boomslang to 8200 DPI in Razer Taipan ) and highly precise and great quality.











 Razer Keyboard

Razer keyboards, designed ergonomically, with programmable keys, seven button thumb modifier keys, and anti ghosting("Ghosting" is the problem that some keyboard keys don't work when multiple keys are pressed simultaneously. The key presses that don't show up on the computer or seem to have disappeared are said to have been "ghosted"), and other enhanced features designed to enable the gamers to destroy their opponents in any gaming battle.

Razer Mouse Mats



As Batman is half as effective without Robin, so is a good gaming mouse without a good mouse mat. A Razer gaming surface can help your mouse to respond exactly to your every move as its lab-developed coating reflects light efficiently, enhancing mouse sensor responsiveness. Available in two main categories,Speed-type surfaces and Control-type surfaces, for professional gamers to choose their mouse mats according to their genre of gaming.




Razer Audio Solutions

Razer gaming and music audio solutions including headsets, headphones, earphones and speakers, with virtual surround sound are designed to deliver exceptional audio quality and to arm the gamers with the tactical advantage.







Razer Controllers

Razer game controllers are designed with hyperesponse buttons and remappable buttons to give its users an unfair console gaming(X-Box and PS) advantage. Razer has also developed the world’s first gaming-grade motion sensing controller for the PC, capable of one-to-one motion tracking for an entirely new way to experience games.









Needless to say, Razer has made a name for itself in gaming industry as one of the best Gaming Peripheral industry. They exhibit a brand that is dependable and gives you an "imba" (imbalanced edge) in any gaming event. In fact, owning a Razer gear earns you instant respect in the eyes of the gaming community.

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Razer - An Introduction

Razer is a privately held computer peripherals manufacturer specializing in products specifically marketed to gamers. The Razer brand is currently being marketed under Razer USA Ltd. Razer's main slogan is 'FOR GAMERS, BY GAMERS'. Razer was founded in 1998 by a team of engineers and marketers to develop and market a high end computer gaming mouse, called the Boomslang, targeted specifically to computer gamers. It was positioned as the world's first 2000 dpi mouse and purported to give greater control and accuracy to gamers who used it. Its name in Chinese is 雷蛇 (lit. lightning snake), which is the name for the Round Island Burrowing Boa. Most Razer products are named after predatory or poisonous animals, ranging from snakes (mice), insects (mouse mats), arachnids (keyboards) over marine creatures (audio) to felines (console peripherals). The Razer Blade laptop and Razer's Project Fiona tablet, announced at CES 2012, are the only exceptions.



Razer was founded in 1998 in San Diego, California by its CEO Min-Liang Tan and its President Robert "Razerguy" Krakoff in a tiny shared office with a couple other gamers. The company has grown today to hundreds of employees worldwide with offices in nine cities, including San Francisco, Hamburg, Seoul, Shanghai and Singapore.

Razer develops and designs its products in its own labs and then put them to the test with top professional gamers who use them in pro-level tournaments and then provide them with feedback. 

Razer pioneered the eSports movement with the world's first $100K tournament back in 2000 and it have continued to give back to the community by sponsoring top eSports athletes who give back to Razer by beta-testing their products. As of today, Razer remain one of the largest sponsors of eSports community sponsoring top global eSports teams worldwide.

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