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GoPro

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by

Rob Hill

on 19 July 2013

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Transcript of GoPro

Social Influences
Marketing Influences
(Promotion)
Marketing
“GoPro’s opportunity is to help people capture meaningful life experiences in an engaging, immersive way that they can’t with a smartphone” - CEO Nick Woodman (Forbes interview March 1, 2013)
Storytelling
Capture neat life moments and allow the user to share his experiences with others.
Private company valued at $2.25 billion in 2012
Over $500 million in sales for 2012
Sold specialty retailers over 50 countries
CEO: Nicholas Woodman
Company Overview
Value based targeting
Adventure seekers
No longer reserved for professional athletes
People who will share their experiences through social media
Camera industry
Picture Quality
Durability
Ease of use
Not competing with smart phones
Differentiation between "reactive capture moments" and "meaningful life experiences"
License user content for TV ads
Partnerships
Sponsored athletes
Viral Growth via users' content sharing
Competition
Contour
JVC Adixxion
Sony Action Cam
Sony Action Cam
JVC Adixxion Camera
Contour
GoPro
$199.99, $299.99 and $399.99
Contour
$199.99, $299.99 and $399.99
Sony Action Cam
$199 and $269.
Adixxion
$199.95 and $299.95
Pricing
Product
Distribution
(Placement)
Online
Specialty stores
Shaun White
Kelly Slater
Bucky Lasek
Camera and accessories
Worlds most versatile camera
HD videos and photos
POSITIONING
TARGET
SEGMENTATION
Where does GoPro go from here?
Strategy
- Expand definition of market
- Continue investing in building
Brand
Takeaways
Since its inception in 2001, GoPro has experienced sustained growth.
GoPro's competitive advantage in the action market lies in its powerful brand name
This was accomplished through a variety of techniques.
Takeaways (continued)
These techniques include:
Partnerships with top athletes and other top companies in the extreme sports world.
Creation of GoPro community through social media platforms.
Unique idea of using user submitted content for advertising purposes
With increasing competition, it is important that GoPro expand their target market in order to continue to grow.
Is the business model
sustainable?
- Limited product offering
- New entrants into market
Full transcript