STP and Marketing strategies

Segmentation

Razer segments its market according to its customers.

The way customers are segmented are as follows :-

1) on basis of type of gamer i.e. FPS(First Person Shooter) or RPG(Role Playing Game)

2) on basis of medium of gaming i.e. PC or console

Targeting

Razer set out to become the leading brand in gaming gear and they are doing so by targeting all kinds of gamers. It caters to each individual gamer by creating peripherals with adjustable side buttons, for all kinds of grip (Palm vs Claw), for left handed gamers as well as right, and for console as well as PC gamers.

Brand Positioning

Razer has placed considerable emphasis on enhancing its brand positioning through the general mediums of TV and by sponsoring gaming events and gaming teams to tap into its target base of audience.