A Brazilian technology retailer has developed a multi-brand strategy, segmenting its in-house labels to address distinct consumer needs within the personal computing market, ranging from high-performance gaming to ergonomic setups for work and study. This approach aims to simplify product selection for customers navigating a wide array of options for their home office or gaming setups.
Pichau has introduced four proprietary brands, each designed with a specific focus to cater to different user profiles and budget considerations. The strategy targets diverse segments, from the budget-conscious gamer to professionals seeking ergonomic solutions.
Pichau Gaming, established in 2017, focuses on high-performance equipment. It originated as a PC gaming assembler and now offers everything from cases to peripherals. The brand emphasizes combining robust performance with cost-effectiveness for avid gamers and daily reliability. Its offerings include mechanical keyboards with rapid response, mice with high DPI sensors for competitive play, and gaming chairs designed for extended comfort.
Mancer targets the entry-level market, providing efficiency at an accessible price point. This brand is ideal for those setting up their first computer station or seeking economical options without sacrificing functionality. Mancer’s product line includes gaming kits, cases, and chairs, with designs that balance compactness and functionality for new users.
TGT Gaming specializes in peripherals, offering practical and affordable solutions for quick setup updates. Its product range features keyboards, mice, headsets, and chairs, designed for versatility and ease of integration into existing systems. This brand caters to users looking to enhance their setup efficiently with a variety of accessories.
Zinnia focuses on ergonomics and organization for work and study environments. Its line includes chairs, desks, and accessories that prioritize comfort and correct posture. Zinnia aims to provide durable solutions for home offices and academic settings, ensuring a supportive and comfortable experience during long hours of use.
This strategic segmentation allows the retailer to offer targeted solutions, ensuring customers can find products aligned with their specific needs, whether for intense gaming, professional work, or academic pursuits. By differentiating its brands, Pichau seeks to provide clearer choices in a crowded market.