Secretlab Marketing Plan

Gaming chair strategic marketing plan
Marketing Plan for (Home/Secretlab gaming chair)
Muhammad Rizki permana #60306595
Fahad Qureshi #60307426
Jassim allado #60305264
Safdil Ali #60306148
Muhammad Deyab abdelsalam #60306039
Submitted to.
Tahira Jehan Makda – MRKT1001-17
Due Date: November 30th

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Table of Contents
Executive Summary.......................................................................................................................4
Introduction....................................................................................................................................5
The product................................................................................................................................5
The market.................................................................................................................................6
Mission........................................................................................................................................7
Corporate values...........................................................................................................................7
PESTLE - Environmental Analysis and SWOT Analysis...............................................................7
Competitive Forces:...................................................................................................................8
Technical forces:........................................................................................................................8
legal and regulatory:..................................................................................................................9
Social forces:..............................................................................................................................9
Political forces:.........................................................................................................................10
Competitor Analysis.....................................................................................................................11
Direct competitors....................................................................................................................11
Indirect competitors..................................................................................................................12
Market Analysis...........................................................................................................................13
Marketing Plan.............................................................................................................................15
The product mix.......................................................................................................................15

Product Strategy:..................................................................................................................15
Core Benefits to Consumer:.................................................................................................16
Product Life-Cycle Stage:.....................................................................................................16
Physical Good Specifications:..............................................................................................16
Customer Service and Warranty:.........................................................................................16
Test Ratings and Approvals:................................................................................................17
Image Branding:...................................................................................................................17
Packaging Requirements:....................................................................................................17
The placement mix,..................................................................................................................18
strategic sponsorships..........................................................................................................18
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E-commerce catalog............................................................................................................18
The promotional mix................................................................................................................19
The price structure...................................................................................................................20
Financial Feasibility.....................................................................................................................22
Marketing Implementation...........................................................................................................22
Performance Evaluation..............................................................................................................23
Summary and Recommendations...............................................................................................27
References..................................................................................................................................28
Appendix 1...................................................................................................................................30
Appendix A: Young lim verdict of Secretlab’s gaming chair.....................................................30

Appendix B: A testimonial review response by a leading home entertainment expert, about
Secretlab gaming chairs..........................................................................................................30
Appendix C: questions and responses from Secretlab............................................................31
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Executive Summary
The secretlab gaming chair is a specialized piece of furniture that is designed to enhance
gaming experience for the e-sport industry and for anyone looking forward to spend hours in front of
the computers for a prolonged period of time. They differ from most office chairs as they are engineered
with precision that offers comfort that takes care of your body, allowing you to focus on tasks without
the worry of back pain.
The target market for gaming chairs includes a diverse range of individuals that spend a
hefty amount of time in front of their laptops and monitors, making them a versatile choice for
consumers that meets their specific needs and preference of each group. For example, the rise of people
who work from home and offices is also linked to the rise of strain, fatigue, and health problems due to
extended amount of time they sit in front of their desks, which could be harmful in the long term.
The market for gaming chairs has been on the rise since the pandemic that witness the
global gaming chair industry size to reach US$ 1.2 Billion in 2022 according to IMARC group and is also
expected to rise an additional 6.8% throughout 2023-2028. It could be said that the gaming chair
industry is at their growth stage but not for long, as the market is becoming saturated and competitors
have been flooding the market, leaving not too many rooms for potential innovation by businesses in
the industry. However, by diversifying their products companies have the opportunity to expand to new
markets as they cater to similar needs and preferences.

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Introduction
Secretlab is a renowned brand in the gaming industry that primarily designs and manufactures
gaming chairs, specializing in cutting edge gaming chairs that primarily focuses on comfort and
ergonomics to enhance customer experience. Secretlab has been a go to choice by gamers, content
creators and many more alike due to their trusted reliability and positive feedbacks from the community
which has gained a positive reputation.
Founded as a startup company by Ian Alexander Ang and Alaric Choo, both of whom were a
former professional e-sport player, started the company from their pockets that was worth USD$66.000
and were directly reinvested into Secretlab to research and development. An article in CNAluxury
describes secretlabs formula for success as follows:
"Here, the best ideas win. Yes, we have our managers, but if the intern has a
better idea, we want to ensure it doesn’t get drowned out” – Ian Ang
The product
Throughout the history of Secretlab, there have been multiple models along the way that they
had developed and sold. However, the chairs that
they currently offer are the TITAN Evo and the
CLASSIC, similar yet different in various ways. The
TITAN Evo comes in three sizes that caters to
consumers of different body sizes to maximize their
comfort during their usage. The more standard one,
Secretlab CLASSIC, offers only a singular size but

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includes a more unique looking seat base that has a snug-fit for the users that prefer a cozier sitting
experience.
Having a low-profile distinction between models allows consumers to choose more freely
without the hassle of having the trouble of choosing between multiple, it also provides an excellent
opportunity for Secretlab to be more efficient in their manufacturing process which could reduce costs
and increase employee productivity. Benefits include a more stable positive comfort overall by users by
narrowing down its ergonomics to the general preference to allow a more diverse customer market and
reach its maximum potential.
The market
The secretlab gaming chairs are mainly used for personal use but also have the potential to be
commercially used as they are becoming more diversly viable. It mainly appeals to video game
enthusiasts as they are going to significantly improve their personal environment and enhance it.
The Secretlab corporate headquarters operates in Singapore, where they perform research and
development for its current and upcoming products but having it mainly produced and manufactured in
China.
During the covid-19 pandemic, the demand for gaming chairs significantly increases as people
started to work from home and the rise of people of various age groups into online gaming. Also, as
people became more conscious of their awareness of health and wellbeing, they start to realize that
these gaming chairs not only offer ergonomic benefits but also a healthy solution to prolonged usage.
Not to mention, the rise in the e-sport industry sparked interest in its growing markets which
encouraged brands to engage in collaborations with organizations and professional teams, these efforts
fueled consumer interest with their unique designs and limited editions releases.
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Mission
Secretlab was established in 2014 by the creative founders, Ian Alexander Ang and Alaric Choo,
with a mission of providing gamers with a top tier quality chair with in-house engineered chairs to
produce the best seating experience combined finest materials.
Corporate values
Secretlab’s corporate values are the reflection of the founding fathers values that are
implemented throughout the company, which are:
 Pushing the boundaries of innovation to maximise its potential
 The importance of trial and error to ensure longevity
 Commitment to research and development that would lead to technological
breakthrough
These beliefs cemented the brand as the leading competitor in the gaming chair industry which
has proven its significant role in the company’s business activities and decision.
PESTLE - Environmental Analysis and SWOT Analysis
When discussing the gaming chair market, environmental analysis involves evaluating the
company's existing standing in relation to the marketing environment. Due to reasons including
technical innovation, improvements, and the growing popularity of ergonomic gaming seats, the gaming
chair industry is expanding significantly. Vendors are using both organic and inorganic expansion
methods to compete in the fragmented market.

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The Secretlab gaming chair has been engineered and put through its paces to accommodate a
variety of demands in the commercial world. Its relationships to technical, social, legal, and regulatory,
political, and competitive dynamics are as follows:
Competitive Forces:
An excellent gaming keyboard, a gaming monitor, a mouse, and most importantly, a chair, are
necessities for any gaming setup. Gaming chairs have replaced regular desk or chair chairs in every
setup. The reason for this is straightforward: if you spend most of your day in front of a computer, you
should be as comfortable as possible. It is also important to have a chair that supports your health, as
sitting for extended periods of time in an improper position can negatively impact your overall health,
but especially your lower back.
From its founding in 2014, the Singaporean company Secretlab has grown to become one of the
largest in its industry; currently valued at an estimated $2 billion, it is widely regarded as one of the
biggest Esports brands globally. Secretlab has become the standard for gaming chairs used around the
world. In recent years, the brand has also garnered several accolades for being the greatest gaming chair
available on the market, including the Editor's Choice Award from Tom's Hardware, which was
recognized by CNET as the best gaming chair. Most gamers choose this chair, as seen by the almost
10,000 five-star reviews it has received.

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Technical forces:
With its many technological features, the Secretlab gaming chair is a well-liked option among
gamers. The chairs have features that may be altered, including tilt mechanisms, integrated adjustable
lumbar support, full-length reclining backrests, and 4D armrests with height, breadth, and angle
adjustments. In addition to being built using premium materials, the seats have a sturdy design. To fit
various body shapes, Secretlab chairs come in three distinct sizes: small, standard, and XL.
The chairs provide comprehensive assembly instructions and specs. Nonetheless, a few
customers have voiced complaints about the chairs' quality and customer support. It is crucial to
consider aspects like back support, adjustability, and material quality while selecting a comfortable
gaming chair
legal and regulatory:
The firm has collaborated with globally renowned authorities to conduct testing and
certification of all their designs. Consequently, their gaming chairs have undergone meticulous
evaluation at every phase to guarantee they surpass the most stringent international requirements.
Additionally, the business has passed fire safety tests, such as TB-117 in the US and BS 5852 in the EU
and UK. To further guarantee safety, their chairs are also subjected to chemical compliance testing such
as REACH SVHC and Prop 65. The business uses specially created tests to put their gaming chairs through
scenarios that are worse than anything they would encounter in their lives. The manufacturer offers a
five-year guarantee covering desk usage, aesthetics, abuse, and normal wear and tear are excluded.
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Social forces:
A multi-award winning gaming chair, the Secretlab Titan Evo 2022 is made for comfort and
ergonomics during extended work or gaming sessions. It is designed by Secretlab, a business founded in
2014 by Ian and Alaric, two former professional gamers, who have assembled a group of top-notch
designers and engineers. The chair is renowned for providing the best ergonomic power, comfort, and
support.
 Ergonomic Design: The chair's features, which include adjustable armrests and lumbar support,
are meant to offer complete ergonomic support.
 Durability: Secretlab chairs offer a high degree of quality and comfort since they are constructed
with high-grade materials and are meant to last.
 Adjustability: Users may personalize the Titan Evo chair to suit their tastes thanks to its
extensive range of adjustments.
 Lumbar Support: The chair has an integrated lumbar support system with height and stiffness
adjustments.
 Roomy Seat: The Titan Evo's seat is roomy, giving customers plenty of space to move about or
recline.
Political forces:
There are no expected political influences or events that could affect the operation or secretlap
gaming chair.
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An external environmental study may be used to assess the Secretlab gaming chair for any
dangers and possibilities. Various elements, including market trends, competition, technological
improvements, and regulatory changes, can be considered throughout the analysis process.
Opportunities:
 Market Growth: As gaming and sports become more popular, the market for gaming chairs is
predicted to expand.
 Technological Advancements: Secretlab may be used as an advantage because it makes R&D
investments and employs innovative manufacturing technology to improve their chairs.
 Trend in Ergonomics: Secretlab may profit from the increasing popularity of ergonomic furniture
in office and gaming environments by emphasizing ergonomic design.
Threats:
 threats from Competition: Secretlab's market share and profitability may be impacted by
competition from other gaming chair producers.
 Regulatory Shifts: Modifications to laws governing the manufacturing industry, safety
requirements, or environmental restrictions may put the business's operations at risk.
 Customer satisfaction: Unfavorable comments about the product's quality and packaging may
affect consumers' faith in the brand.
Competitor Analysis
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Direct competitors
There are multiple companies in the gaming chair industry that rivals secretlab, but each one
differs to their philosophical design language that distinctively differentiates it from each other while
offering it to the same audience, Such as:
-DXracer: started off as a car seats manufacturer for luxury cars, their abundance in high quality
seats sparked an idea in their marketing department and thus the first and original gaming chair was
born in 2006. It offers a wide range of gaming chairs designed for all body sizes and decades of
innovation, a key player in the gaming chair market for a long time.
-Vertagear: not too long in the market, they have cruised through the competition and become
atop competitor amongst the elites that they should be concerned for. Started off in 2015 by a mix of
tech pros, furniture specialists and gamers, they aim to develop gaming chairs catered mainly for the
gaming community by using their utmost expertise with design, comfort, functionality, and quality all in
one package.
-Razer: a gaming peripheral company that always seeks to diversify its product portfolio when
the opportunity arises, recently being the gaming chairs. Released in 2020, it has gotten a handful of
positive feedback from the community, but some may be repelled by its market price which can be a
demotivating factor. But otherwise, it holds up tightly amongst the competition and can be called a
contender.
Indirect competitors
Indirect competitors of secretlab include companies that cater to the same audience that seeks
comfort and support for extended period that offers different features and aesthetics than a traditional
gaming chairs, these chairs could be referred as ergonomic office chairs, home theatre seating, bean bag
chairs and etc.

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While these products may not be a gaming chairs in a traditional sense, they still compete for
the same audience by offering alternative solutions for comfort and ergonomic support that may attract
the average consumer that is looking for a chair suitable for extended use.
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Market Analysis
With the growth in popularity of eSports, the gaming chair market has drastically increased
recently. The market size is estimated at USD 1.34 billion in 2023 and is expected to reach USD 1.98
billion by 2028. Another report projects the market size to reach USD 221.52 million by 2030, with a
CAGR of 6.25% during the forecast period. Key trends and segments in the gaming chair market include:
 Type: Gaming chairs come in various types, such as PC Gaming Chair, Hybrid Gaming Chair,
Platform Gaming Chair, and others.
 End-User: The market caters to residential and commercial users, with gaming chairs being used
in homes, offices, and public spaces.
 Distribution Channel: Gaming chairs are available through various distribution channels,
including home centers, specialty stores, online platforms, and others.
 Geography: The market is segmented by geography, with major players operating in North
America, Europe, Asia-Pacific, South America, Middle East, and Africa.
Companies such as Corsair, DXRacer, and others are focusing on technological innovations and
product improvements to enhance the gaming experience and attract more customers. The chief
contributor to the gaming market growth is the rising number of gamers and upsurge in popularity of
gaming accessories, such as gaming chairs. Because they include items, mainly gaming chairs, in their
content, online streamers have also taken part in a major role in promoting gaming chairs.
The gaming chair market satisfies specific markets by offering ergonomic chairs that provide full-
size lumbar support, which encourages professional gamers to purchase them. These chairs enable
gamers to improve their posture, which allows them to play games for a longer period. The increasing
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number of game cafes is resulting in a growing demand for gaming chairs. The major trend in the gaming
chair market is the development and manufacturing of ergonomic chairs as the use of conventional
gaming chairs can cause pain in back muscles and hands. The gaming chair market is segmented by type,
end-user, distribution channel, and geography. The major players in the gaming chair market include
Corsair, DXRacer, GT Omega Racing Ltd, Secretlab, and Vertagear. The high cost of these gaming chairs is
hampering the growth of the market. Increasing concerns of people regarding health and fitness are
encouraging them to move to outdoor games, which is likely to hamper the growth of the gaming chair
market during the forecast period.
Gamers are the primary target market of the gaming chair market. The gaming chair market is
segmented by type, end-user, distribution channel, and geography. The major types of gaming chairs
include PC gaming chairs, hybrid gaming chairs, platform gaming chairs, and other chair types. The end-
users of gaming chairs are residential and commercial, while the distribution channels include home
centers, specialty stores, online, and other distribution channels. The gaming chair market is expected to
grow significantly in the coming years due to technological advancements and product innovations.
The secondary target market of the gaming chair market includes commercial users such as
offices, esports arenas, and gaming cafes, in addition to residential users. According to a report by
Mordor Intelligence, the gaming chair market is segmented by end-user into residential and commercial
users. The commercial segment includes various establishments where gaming chairs are used for
professional gaming, office work, or other commercial purposes. This is supported by the fact that office
furniture companies like Herman Miller and big-box retailers like Walmart are specifically targeting
gamers with chairs and PC peripherals. As the gaming industry continues to grow and reach a massive
customer base, the demand for gaming chairs in commercial settings is also expected to increase.
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Marketing Plan
The following market plan has been drawn up to increase its reach beyond the European region.
It is expected to break its way into Asia. The outcome of that will determine if it opens other pathways
for further expansion.
The market positioning statement
Secretlab is a gaming chair company that excels in providing a wide variety of customizable
chairs. The primary focus of Secretlab’s position strategy is the gamers as they need to sit for an
extended period of time, being comfortable while doing so.
Marketing Objectives
Secretlab is one of those companies that just took off, the company is still in the growth stage as
the expansion is still at a rapid pace. The company has been successful in capturing what the audience
wants and delivering on it. Some of the objectives that the company has taken to continue to grow are:
1. To invest more in the research and development department, keeping up with the customers'
tailored needs.
2. To increase the number of personnel resulting in being highly productive and helps to maintain
the excellent quality of work.
The product mix
Product Strategy:
Providing premium, ergonomic seating options for gamers is the main focus of
Secretlab's product approach. These chairs combine luxury materials, cutting-edge technologies,
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and innovative design to improve the performance of the company and the gaming experience
for users.
Core Benefits to Consumer:
Secretlab's gaming chairs provide unmatched comfort for extended gaming sessions,
which greatly enhances the consumer's life. Improved posture and decreased discomfort are
facilitated by the ergonomic design and adjustable features. Purchasing Secretlab chairs can
improve employee wellbeing for businesses, which will raise output and satisfaction.
Product Life-Cycle Stage:
In the product life cycle, Secretlab's gaming seats are in the growth stage. This
necessitates ongoing investment in the creation of new products, with an emphasis on market
trends, consumer input, and innovation. Ensuring product safety, adhering to rules, and
upholding social responsibility are prioritised during the manufacturing and disposal processes.
Physical Good Specifications:
Secretlab chairs come with lumbar support, adjustable armrests, and high-quality
materials like real leather. The brand's dedication to comfort and durability is reflected in the
exceptional quality of the product.
Customer Service and Warranty:
Secretlab offers thorough customer service, including help with assembly and inquiries,
to support its clients. The warranty is backed by committed customer service and covers
manufacturing flaws. The purpose of providing disposal information is to encourage ecologically
friendly behaviour.
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Test Ratings and Approvals:
In order to satisfy industry requirements, Secretlab chairs are put through a rigorous
testing process, and all relevant regulatory regulations are meticulously followed. Consumers
might feel more confident about a product's quality and safety when it has test ratings and
approvals.
Image Branding:
The foundation of Secretlab's brand image includes qualities like comfort, style, and
innovation. The chairs support an organization's values of encouraging a productive and healthy
work environment in addition to enhancing the user's gaming experience. The brand appeals to
a wide range of users by projecting a contemporary and vibrant personality.
Packaging Requirements:
Secretlab chair packaging is made with consideration for both cultural sensitivity and
functionality. It reflects the image of the brand and guarantees the product's safe
transportation. When possible, environmentally friendly packaging techniques are used.
Secretlab is positioned as a global leader in gaming chairs thanks to this all-
encompassing product approach that combines comfort, innovation, and ethical business
practises.
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The placement mix,
For secretlab, having a robust placement strategy is important due to the considerable growth
of the gaming chair industry in the past few years. Having cost-efficient operations and distributions
management would substantially benefit the company as it would satisfy both the consumer and
business side, improving customer satisfaction of the products availability and shipping convenience.
There are multiple ways of placement mix that secretlab would use that would be in their favour which
would enhance brand presence and drive revenue.
strategic sponsorships
Having the secretlab gaming chair as the leading peripherals for a tournament would
significantly boost brand awareness to the thousands of spectators watching from the venue
and also the ones watching via an online streaming service.
E-commerce catalog
Providing the consumers an immersive website experience that hooks the digital-savvy
nature of the gaming community through the secretlab official website, this encourages
potential customers to explore the product range and investigate its informative specifications
with industry standards which would radically guide them through the buying decision process.
A mix of online and direct distribution channel that secretlab uses to maximize customer to
business interaction. This way, they could run website analytics to record the website traffic between
time segments and record peak seasons.

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The promotional mix
The promotional mix for gaming chairs typically includes a combination of advertising, sales
promotions, public relations, and direct marketing. Given the range of prices for gaming chairs, the
proposed budget for the promotional mix can vary widely. For budget gaming chairs under $100, the
promotional mix may focus on cost-effectiveness and affordability, targeting budget-conscious
consumers. On the other hand, for high-end gaming chairs that can cost between $500 and $800, the
promotional mix may emphasize quality, durability, and comfort, targeting serious gamers and
enthusiasts.
The promotional mix for gaming chairs can include online advertising on gaming-related
websites, social media platforms, and gaming forums to reach the target audience. Sales promotions
such as discounts, bundle deals, or limited-time offers can also be part of the mix to attract potential
buyers. Public relations efforts may involve collaborating with gaming influencers, sponsoring gaming
events, or obtaining product reviews from reputable sources to build brand credibility. Direct marketing
through email campaigns, newsletters, and targeted online ads can also be used to engage potential
customers.
The proposed budget for the promotional mix will depend on the specific marketing goals,
target audience, and the competitive landscape. For budget gaming chairs, the budget may be more
focused on cost-effective digital marketing strategies, while for high-end gaming chairs, a larger budget
may be allocated for a comprehensive marketing campaign that includes influencer partnerships, event
sponsorships, and premium advertising placements.
In summary, the promotional mix for gaming chairs encompasses advertising, sales promotions,
public relations, and direct marketing, with the proposed budget varying based on the price range of the
chairs and the marketing objectives.

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The price structure
Secretlab's gaming chairs are expected to incur costs associated with premium materials,
cutting-edge ergonomic design, and meticulous manufacturing procedures. The choice of high-quality
leather or cloth, strong metal frames, and meticulous attention to detail will all affect production costs.
Potential effects of sporadic discounts on profit margins, handling and insurance costs for safe product
delivery, transportation costs controlled by effective logistics, and changes to list pricing based on
consumer incentives and geographic terms are all examples of strategic considerations.
The pricing structure for Secretlab's gaming chairs will be established after taking into account a
number of variables, including as production costs, discounts, handling and insurance expenses,
shipment costs, demand, list price modifications, and privacy policies.
The cost of goods produced for Secretlab's gaming chairs will include charges for premium
components, cutting-edge production techniques, and ergonomic design. The brand's dedication to
quality is reflected in the increased production costs that come with premium materials and precision
manufacturing.
Secretlab occasionally runs sales campaigns or discounts, particularly around holidays or new
product announcements. These price reductions will be used carefully to draw clients and boost
competition.
The general pricing strategy will take into account the transportation costs associated with
delivering Secretlab gaming chairs to customers. To effectively control transportation costs,
relationships with reputable shipping companies and efficient logistics will be crucial.
In order to guarantee the safe and secure delivery of gaming chairs to consumers, handling and
insurance charges will be taken into account in the pricing structure. Enough insurance coverage will be
in place to safeguard goods while they are being transported.

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Within the gaming chair market, Secretlab will examine the nature of demand while taking price
sensitivity and elasticity into account. The price strategy will be informed by this study, which will help
to achieve a balance between competitive pricing and upholding a premium brand image.
The list price may be modified considering various variables, including allowances, customer
discounts, and geographic location. To accommodate a variety of markets, pricing alterations may be
influenced by regional variances, seasonal specials, and customer loyalty programs.
Customers will receive a clear explanation of Secretlab's privacy policy, which outlines how their
data will be handled. The confidentiality and security of client data will be emphasized throughout the
purchasing process, and strict adherence to data protection standards will be upheld. We shall prioritize
customer trust and privacy in accordance with regulatory laws and industry standards.
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Financial Feasibility
Marketing Implementation
Because of the growing popularity of video games and the rise in esports tournaments, the
gaming chair market is expected to grow significantly. Factors such as technological advancements, the
growing popularity of PC games, and the increasing number of game cafes are driving the demand for
gaming chairs.
Additionally, the development and manufacturing of ergonomic chairs are expected to enhance
the demand for gaming chairs, as they offer full-size lumbar support and encourage professional gamers
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to purchase them. However, the high cost of these gaming chairs and the increasing concerns of people
regarding health and fitness may hamper the market growth. The gaming chair market is segmented by
type, including PC gaming chair, hybrid gaming chair, platform gaming chair, and others, and by end-
user, including residential and commercial.
Performance Evaluation
According to the search results, Secretlab, which is thought to be worth two billion dollars, has
established itself as the industry standard for gaming seats globally. In the last few years, the firm has
garnered several accolades for being the greatest gaming chair available, including the Editor's Choice
Award from Tom's Hardware and the Best Gaming Chair title from CNET. Some of the largest Esports
teams in the world are sponsored by Secretlab, and Secretlab is the preferred brand of major esports
competitions.
The gaming chairs from Secretlab are designed with a multitude of modifications and are
incredibly adaptable. More than 10,000 five-star reviews have been left for the firm, indicating that
most gamers prefer this chair. The Secretlab TITAN Evo is one of the gaming chairs made by the firm
Secretlab. Ergonomic features and design, such dynamic lumbar support that adjusts to the user's spine
curvature, are hallmarks of the TITAN Evo. Users have, however, voiced concerns over the comfort of
the seat, with some comparing it to a wooden bench with no padding.
It is important to take into account both the advantageous attributes and possible
disadvantages while assessing the efficacy of the Secretlab TITAN Evo gaming chair. Secretlab has a strict
procedure that includes design, testing, and user input to assess the performance of its gaming chairs,
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including the TITAN Evo. Quality, comfort, and the science of sitting served as the design guiding
principles for the ergonomics and adaptability of the chairs.
To guarantee that each iteration, component, and material is developed for performance and
longevity, sophisticated computer simulations and thorough user testing are employed. Research and
development are also supporting the chairs, and each component has been carefully considered and
tested to guarantee comfort and durability. To constantly enhance the chairs' support and performance,
professional input—such as that of members of the Ergonomics Advisory Board—and user comments
are also considered. This comprehensive approach allows Secretlab to create gaming chairs that provide
unrivaled ergonomic support and comfort, making them suitable for long hours of sitting, whether for
work or play.
How you will measure the success of promotional efforts and price
strategies:
In order to evaluate the effectiveness of Secretlab gaming chairs' price and marketing
methods, it is critical to take into account a number of variables, including sales, customer
satisfaction, and market presence. On the other hand, there is no particular information about
pricing or promotional techniques in the search results that are given. Their major emphasis is
on the Secretlab gaming chairs' features and sizes.

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The following measures can be used to assess the effectiveness of pricing
and promotion strategies:
 Sales: Keep an eye on the quantity of chairs sold as well as the money made from them.
This might assist you in comprehending the efficacy of pricing and promotional
techniques.
 Consumer reviews and feedback: Gather and examine consumer reviews and comments
to pinpoint areas in need of development and possible avenues for expansion. This
might assist you in gauging how successfully consumers are responding to your
promotional activities
 Return on investment (ROI): To determine the ROI of your marketing campaigns, divide
the total amount spent on advertising by the total amount of sales. A greater return on
investment (ROI) is a sign of successful promotion.
 Market presence: Evaluate Secretlab gaming chairs' standing in relation to other brands.
This might assist you in determining how well your marketing initiatives are working to
draw in consumers and increase market share.
 Customer lifetime value (CLV): Calculate the average customer lifetime value, which
takes into account all of the money a client brings in during their association with the
business. A greater customer lifetime value (CLV) is a sign that your pricing and
marketing tactics are bringing in new business and keeping existing ones.
By monitoring these metrics, you can evaluate the success of your promotional efforts and price strategies
in the gaming chair market.

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Professionals and gamers alike can expect comfort, ergonomics, and performance from the
Secretlab gaming chair. If performance standards are not met, the chair offers several features to help
users adjust and improve their sitting experience:
 Height Adjustment: Secretlab chairs include a large range of height adjustments, so users may
settle into the posture that suits them best.
 Ergonomics Studies: Secretlab works with an independent group of orthopedic and biomechanics
specialists called the Ergonomics Advisory Board. They carry out in-depth ergonomic research
and evaluations of product development to make sure the chairs offer the most comfort and
support.
 Customizability: Secretlab gaming chairs provide a great degree of customization to suit a wide
range of body types and tastes. The chair's adjustments allow users to establish the ideal posture
for their bodies.
 Quality and Comfort: Made with quality materials and developed for performance that has won
awards, Secretlab chairs are built to last. More than two million users worldwide have trusted
them because of their comfort, quality, and customizability.
 Desk that Can Be Adjusted: The Secretlab MAGNUS Pro desk has an adjustable height range of
650mm (25.6") to 1250mm (49.2"), which enables users to choose whether to utilize the desk
while sitting or standing.
Summary and Recommendations

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In the world of comfort and quality of gaming chairs, Secretlab gaming chairs have established
themselves as the leading brand in this area. Testament to the thousands of positive review feedbacks
that have caught the hearts of all gamers and enthusiasts alike.
The marketing analysis shows a potential room for growth and revenue generation, Secretlab
should continue their marketing mix strategy which has proven to be a success with potential room to
reach its maximum potential. The company could use their existing products and introduce them into
new potential markets which could further diversify its product portfolio.
It is recommended that Secretlab could further develop more marketing strategy for brand
expansion and penetrating markets, it maybe be the key to generate more brand awareness to more
potential customers from the various E-sport industries that the company can sponsor during
tournament championships.
29
References
Yap, C. (2021, July 4). ‘I was definitely not a good student’: Secretlab co-founder Ian Ang. CNA Luxury.
https://cnaluxury.channelnewsasia.com/people/secretlab-co-founder-ian-ang-182676
Wikipedia contributors. (2023, April 5). Secretlab. Wikipedia.
https://en.wikipedia.org/wiki/Secretlab
Gaming Chair Market Insights. (n.d.).
https://www.mordorintelligence.com/industry-reports/gaming-chair-market
Gaming Chair Market Size, Share, Value, scope & Revenue Analysis by 2030. (n.d.). Data
Bridge Market Research, https://www.databridgemarketresearch.com, All Right Reserved
2023. https://www.databridgemarketresearch.com/reports/global-gaming-chair-market
Precisionreports.Co. (2023, August 30). Gaming Chair Market Size, Projections of share,
Trends, and growth for 2023-2030. https://www.linkedin.com/pulse/gaming-chair-
market-size-projections-share-trends
Research, V. (2023, November 21). Gaming Chairs Market Share & Market New Trends
Analysis Report By Type, By Application, By End-use, By Region, And Segment
Forecasts, 2023 - 2030. https://www.linkedin.com/pulse/gaming-chairs-market-share-
amp-new-trends-analysis-report-zfw3e/
Gaming Chair Market Share & Growth Analysis Report 2030. (n.d.).
https://www.valuemarketresearch.com/report/gaming-chair-market
Technavio. (n.d.). Market Research Reports - Industry analysis Size & Trends - TechNavio.
Technavio, https://www.technavio.com/, All Right Reserved 2023.
https://www.technavio.com/report/gaming-chair-market-industry-analysis
30
Florian, & Florian. (2021, December 1). How SecretLab became the seat of choice for most
gamers. GameInfluencer. https://gameinfluencer.com/how-secretlab-became-the-seat-of-
choice-for-most-gamers/
Eu, S. (n.d.). Terms and Conditions | SecretLab EU. Secretlab EU.
https://secretlab.co/pages/terms-and-conditions#:~:text=Secretlab%20may%20disclose
%20any%20information,legal%20process%20or%20governmental%20request.
Copeland, T. (2023, January 30). Secret Labs and Secret Foundation battle it out openly. The
Block. https://www.theblock.co/post/206507/secret-labs-and-secret-foundation-battle-it-
out-openly
Sg, S. (n.d.). Peel Protection Guarantee | SecretLab SG. Secretlab.
https://secretlab.sg/pages/peelprotection
C, G. (2021, December 20). Are SecretLab Chairs Worth It? Here’s my Honest Opinion.
Ergonomic Trends. https://ergonomictrends.com/are-secretlab-chairs-worth-it/
Lim, Y. (2020, March 10). Hot or Not? Review of the Secretlab Omega chair: A perfect seat
that’s not so secret anymore. Home & Decor Singapore.
https://www.homeanddecor.com.sg/shopping/hot-or-not-review-of-the-secretlab-omega-
chair-a-perfect-seat-thats-not-so-secret-anymore/
PCMag. (2019, May 23). SecretLab Titan (2020 series) review. PCMAG.
https://www.pcmag.com/reviews/secretlab-titan-2020-series
Chow, D. (2022, May 17). Is SecretLab’s Titan Evo 2022 chair worth it in Singapore? Tech
Composition. https://techcomposition.com/is-secretlabs-titan-evo-2022-chair-worth-it-in-
singapore/
31
Appendix 1
Appendix A: Young lim verdict of Secretlab’s gaming chair
My first impression of the chair is that it felt sturdy and robust, there was nothing cheap
about the construction. The contoured armrests feature thick yet soft support and is sensual to the
touch. It can be adjusted in four directions too, so you can really customise them to adapt to the way
you prefer to prop your arms. The back support is just as comfortabe, with cold-cured foam that is thick
enough so you feel you are being held in a firm embrace every time you lean back. This high-density
cold-cure foam really shines in the seat pad, because of the firm support it provides to the contours of
your body as well as your spine.
Appendix B: A testimonial review response by a leading home entertainment expert, about
Secretlab gaming chairs.
I've been using the 2020 Titan for the past week, and it feels very comfortable and
supportive. It also feels almost indistinguishable from the previous Titan unless I adjust the
armrests. It's nice to see the armrests completely lock in place unless I press or pull the right
adjustment control, but in terms of comfort and convenience, that's the only real advantage the
new chair has over the previous one. This isn't a knock on the 2020 Titan; both chairs are
excellent, and feel more premium and solid than most others on the market.
The real advantage the 2020 Titan presents comes in the long term. The Prime 2.0 PU
leather is rated to be much more resistant to scuffs and general wear, and SecretLab backs up
that promise with a five-year warranty. That's certainly worth the extra $50 on the 2020 Titan's
price tag. Considering last year's chair was already a few steps ahead of the competition in
quality, it's little surprise that the SecretLab 2020 Titan now earns our Editors' Choice.
32
If you do most of your gaming in front of the TV rather than the computer, the Respawn-
900 is a unique alternative. It's a gaming recliner with a fixed, flat base instead of a wheeled
base, and larger armrests that feature a cup holder. It doesn't feel as solid or premium as the
Titan, but it's a bit less expensive, and is worth a look if you don't want wheels.
By Will Greenwald, PCMAG
Appendix C: questions and responses from Secretlab.
----Original message----
From: Secretlab customer care specialist [selena:customercarespecialists@gmail.com]
To: Yip, Austin
Subject: defective lumbar system
Hi Yip,
Thank you for reaching out!
I have viewed your video and the sound is very ikely due to a gap between the foam In
the backrest and the L-adaptor lumbar support system. While this is a very rare
occurrence, it may cause the sound that you are currently experiencing when you lean on
your back rest.
I will be arranging for a replacement backrest to be sent out to you and have yor current
backrest collected back at a later date. I will also be requesting for the warehouseing team
to do a check on the replacement backrest before shipping it to you, as such do allow me
some tie to have this arranged and to provide you with an update.
33
While waiting for the for the replacement backrest you can also adjust the curvature of
the L-adapt lumbar support to its lowest setting to minimize the occurrence of the sound.
Thank you and I look forward to updating you again soon!
Kind regards,
Selena [ customer care specialist ]

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Gaming chair strategic marketing plan

Marketing Plan for (Home/Secretlab gaming chair)

Muhammad Rizki permana #60306595

Fahad Qureshi #60307426

Jassim allado #60305264

Safdil Ali #60306148

Muhammad Deyab abdelsalam #60306039

Tahira Jehan Makda – MRKT1001-17

Due Date: November 30th

The product mix.......................................................................................................................15

Summary and Recommendations...............................................................................................27

Appendix A: Young lim verdict of Secretlab’s gaming chair.....................................................30

the worry of back pain.

markets as they cater to similar needs and preferences.

which has gained a positive reputation.

describes secretlabs formula for success as follows:

had developed and sold. However, the chairs that

they currently offer are the TITAN Evo and the

CLASSIC, similar yet different in various ways. The

TITAN Evo comes in three sizes that caters to

consumers of different body sizes to maximize their

comfort during their usage. The more standard one,

Secretlab CLASSIC, offers only a singular size but

reach its maximum potential.

produce the best seating experience combined finest materials.

implemented throughout the company, which are:

 Pushing the boundaries of innovation to maximise its potential

 The importance of trial and error to ensure longevity

 Commitment to research and development that would lead to technological

PESTLE - Environmental Analysis and SWOT Analysis

methods to compete in the fragmented market.

political, and competitive dynamics are as follows:

but especially your lower back.

10,000 five-star reviews it has received.

legal and regulatory:

are meant to offer complete ergonomic support.

with high-grade materials and are meant to last.

extensive range of adjustments.

 Technological Advancements: Secretlab may be used as an advantage because it makes R&D

investments and employs innovative manufacturing technology to improve their chairs.

in office and gaming environments by emphasizing ergonomic design.

competition from other gaming chair producers.

 Regulatory Shifts: Modifications to laws governing the manufacturing industry, safety

requirements, or environmental restrictions may put the business's operations at risk.

affect consumers' faith in the brand.

offering it to the same audience, Such as:

chairs and etc.

Platform Gaming Chair, and others.

in homes, offices, and public spaces.

including home centers, specialty stores, online platforms, and others.

America, Europe, Asia-Pacific, South America, Middle East, and Africa.

market during the forecast period.

for further expansion.

The market positioning statement

extended period of time, being comfortable while doing so.

the excellent quality of work.

The product mix

Core Benefits to Consumer:

Product Life-Cycle Stage: