New keyboard set to gain a greater market share for Sandberg
Sandberg's share of the market for pointing devices has been very modest until now. But Sandberg has rolled out a new killer product with the potential to gain a greater share of this lucrative market. The weapon in the fight is the Sandberg Wireless Keyboard Set.
The set has an elegant black design with a smart rubber surface to give a really good grip on the mouse as well as the keyboard. Both the mouse and keyboard are wireless. The mouse base station functions as a receiver for the mouse and keyboard as well as a charger for the mouse, which is supplied with rechargeable batteries. It is high-precision and both devices have a comfortable feel.
To make the set even more attractive, the keyboard is equipped with 12 hotkeys and the mouse has two shortcut buttons. Installing the accompanying software allows you to customise the functionality of the hotkeys and shortcut buttons. The set comes with a full five-year warranty.
But the really big surprise is the price. Sandberg has set a groundbreaking VAT-inclusive sales price well below the market price for an equivalent set of the same calibre from its competitors. Erling Hoff Petersen, Sales Director of Sandberg, talks about the aggressive pricing: "It IS an unbelievably sharp price, there's no doubt about it. Our aim with this product is to gain a foothold in a market where we haven't made any significant inroads so far. Whether you like it or not, the price is a hugely important way of getting consumers to choose our product over someone else's. After all, that's what we want to achieve. We have several products in the melting pot in this sector. During 2008 we are already expecting to release our next input device products, and again we intend to use very low prices as a penetrating weapon to gain market share."
"Aren't you risking the possibility that consumers will avoid your product precisely because of the low price?"
"We are aware that the low price means there could be a risk that consumers may not trust the product to really be in the class that it is. But we're not out to attract consumers who are willing to pay several times the price for our set. We want to attract those customers who are looking for something in this attractive price bracket but would really like to have a product from a brand they trust. When they get home and discover that they really have bought a product that could have been priced much higher, we have established a good basis for future customer loyalty in a product sector that you wouldn't normally associate with Sandberg."
