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GoPro

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by

Sophie Bold

on 1 December 2014

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Transcript of GoPro

SITUATION ANALYSIS
MARKET RESEARCH
SALES PIECE
SALES TRAINING
FINAL SALES PIECE
Marketing Strategy
Increase product awareness and customer loyalty

Training Objective:
Train Brand Evangelists who are Product Experts

1. foster credible influencers
2. create product knowledge
STRATEGY AND OBJECTIVE
GOPRO TRAINING APP
3 “Test Sales Pieces”:
On edge
Simple & Clean
Plenty of information
Picture of the Hero3+
Emmy Award
QR Code
Square base Simple & Clean
Impressive Pictures QR Code
On edge
Black & Elegant / Stylish
Technical information
Impressive Pictures
Picture of the Hero3+
QR Code
MARKET TESTING
Technical
Information,
QR Code &
Emmy Award
Emotional
Pictures & Color
Style
Assorted
Foldout
Symbols
GoPro Logo
Hero3+
DEFINITION
Which features of an action camera are important for the customer
Which features of GoPro cameras are especially good
Which features of other action cameras are especially good

Create an Importance-Performance-Analysis

Figure out the features for our sales pieces

DESIGN & DATA COLLECTION
Design

Primary data
Mystery Shopping
Online survey
Data Collection

Easy, clear and neutral questions
Multiple choice questions
Rating questions

DATA ANALYSIS & DOCUMENTATION
113 participants

male: 66 female: 47
DECISION
Special Features
Slow-Motion

Photo-Burst

Time-Lapse

1. TECHNICAL
2. EMOTIONAL

3. ASSORTED
... evolved from the very best parts of the three “Test Sales Pieces”.
COMPANY
PRODUCT
COMPETITION
TARGET GROUP & VALUE PROPOSITION
retail associates use personal devices on the sales floor
interactive components to easily share product knowledge with customer
lifestyle focused digital training solution
15% smaller and lighter housing
2x more powerful
up to 120fps at 720p
enhanced low-light performance
4x faster built-in Wi-Fi
30% longer battery life
10fps Burst at 10MP
Woodman Labs
- Half Moon Bay, California, United States
(CEO/Founder: Nicholas Woodman)

Founded in 2003
Debut in 2004
First mover & market leader:
Sales more than doubled every year since 2004

2012 GoPro sold 2.3 million cameras and
grossed $521 million
young athletes, outdoorsmen, adventurists who want to capture their on-the-go moments and share them with the world

Positioning:
"Customer Intimacy" vs. "Product Leadership"
positioned in the most technology advanced and durable HD camera field
Importance-Performance-Analysis
AGENDA


1. Situation Analysis
2. Market Research
3. Sales Piece
4. Sales Training
5. Role-Play Sales Call

“We’re building one of the world’s most engaging
and exciting consumer brands, and it’s largely on
the content that our customers are creating with
their GoPros.”
PROMO CAMPAIGN
viral marketing:
over 400 million views on YouTube
more than 7 million likes on Facebook

product placements & sponsoring
Contour
good performance in
helmet front mounts
GoPro
Rollei
main competitor in Europe
Inotova
popular with divers
Sony and others...
Drift
good performance in battery life
96%
4%
increasing market for action cams:
2011: 1.4 million units
2012: 2.6 million units
GoPro Hero 3+ Silver
HERO 3+ Silver
Full transcript