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Final. ADV128 IMC: GoPro

May 8, 2014 Presentation
by

Liza Garcia

on 8 May 2014

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Transcript of Final. ADV128 IMC: GoPro

The Industry
Digital Cameras
High-Definition versatile

The Category
Mountable, compact cameras

Trends
Action sports
Outdoor activities
Music

Situation Analysis: The Marketplace
The Competition
Both men and woman
Aged 15-49 years old
Living in urban, suburban, mountain, and coastal areas
All races and ethnic backgrounds
Top 5 countries for GoPro Cameras are The United States, Canada, Brazil, Mexico, and France

Privately owned
San Mateo, California
Subsidiary: Cineform. Worldwide Company
Nick Woodman, the Founder (left)
Founded in 2003
Sold its first camera in 2004


Background
Nick Woodman felt there was a lack of cameras in the market that allowed him to capture professional angles of his surfing, and thus came up with the idea in 2002 to create GoPro.




The Company
Versatile Cameras meant to capture and share in HD, video and photos

Wearable and mountable

From everyday consumers to professional athletes.
They are sold in over 140 Countries.
Situation Analysis: The Customer/prospect
Product category behavior/attitudes

First introduced to the market, they targeted a niche segment: the extreme sports community

As the popularity increased now they target a much larger audience: Adventurists, outdoors men, other athletes involved in non-extreme sports

The entire young, active generation

Primary target market
Teenagers/Young Adults (15-30)
Thrill seekers
Athletes
Marketing Objectives
Integrated Marketing Communications Plan
GoPro has created a market monopoly with over 90% of market selling 2.3 million cameras in 2012, pulling in over 500 million dollars.

Over 20% of those sales were domestic.
The Company: Sales/S-O-M
2013 & 2014 Super Bowl Ad – approximately $4M

#1 in Fast Company’s World’s Top 10 Most Innovative Companies in Advertising

Sponsorship of athletes, events, musicians/bands, TV/film, non-profit/charity, etc.

Promotion spending/S-O-V
The Company: Product Portfolio Analysis
The Company: Brand and Positioning Status
Consumer Behavior & Purchase History
GoPro’s Goal:

Make it easy for people to capture their lives most exciting moments.

Make it easy for amateurs to capture themselves with the same angles and quality that professional photographers are able to do.

Demographics
Psychographics
Passionate performers of various sports genres

Love being outdoors

Very active, wanderlust, adventurous

Open-minded; accepting to new experiences

Most exercise regularly; healthy lifestyle

VALS: Experiencers

Secondary target market
Young Adults/Adults (18-49)
New Parents who need a quality device to capture videos and photos of their children and new experiences that arise from parenthood.
Musicians, Bands, DJs, etc.
Communications Objectives and Strategies
Objectives and Strategies
Primary target market
Teenagers/Young Adults(15-30)
Thrillseekers
Athletes wanting to actively capture stunts and exciting instances using mountable equipment.

Marketing Objectives
Secondary target market
Young Adults/Adults(18-49):
New Parents who need a quality device to capture videos and photos of their children and new experiences that arise from parenthood.
Teenagers/Young Adults(15-30):
Musicians, Bands, DJs, etc.
Marketing Strategy
Non-traditional OTS advertising, first TV commercial
aired during the Super Bowl in 2013

Target audience
Teens and young adults, Athletes
Geographic coverage
Worldwide
Seasonal coverage
Pulsing
Reach, frequency, continuity objectives

Combines flighting and continuous
scheduling
Scheduling/monetary objectives
Covers different market situations
Advantages of both continuity and
flighting possible


Media Empire
Maintain usage
Sponsorships and Endorsements
Primarily of famous athletes

Build usage (share of customer)

Viral campaigns
Sharing of videos
Social media

Brand network and behavior objectives
Affiliated with Red Bull primarily to portray the output of the product while Red Bull focuses on the content and its brand
Primary target market
Direct Marketing & Promotions
Action Plans: Campaign Budget
Thank you.
Director of Brand Development Justin Wilkenfeld, VP of Brand Marketing Paul Crandell, and Senior Brand Manager Nate Bosshard.
Isadora Busch
Liza Garcia
Kayla Tylosky
Isa Leri

Target Audiences
Action-Sports Enthusiasts
“Everyday Life” Users
The Military
Positioning
The world’s most versatile camera
Personality
Technologically advanced
Innovative
Durable
Exciting
Adventurous

Best Contact Points

Social Media
YouTube
Facebook
Instagram
Xbox 360 Channel – Spring 2014
Xbox One Channel – Summer 2014
Sponsorships

Key customer Benefit
Empowers users to capture and share life’s unique experiences with a global community
Principle Selling Message- “Be a Hero"

YouTube: Almost 1.7 million Subscribers

Facebook: 7.1 Million likes

Instagram: 1.7 Million Followers

Twitter: 936K followers

Google+:151K followers

Advertising
Socially interactive social media campaign
Amateur submitted videos
Pro viral videos and photos
Product placement
Used in filmmaking
Print ads of shots taken with product

Discounted accessory bundles online
Available in Best Buy, specialty retailers and online
Search Engine Marketing

Daily giveaways online

We Make Sweepstakes”
“Photo & Video of the Day”
“You in HD”


Received the 2013 Technology and Engineering award for the Hero 3.

Webby Awards

People’s Choice Best Photography and Graphics
Best Use of Video
Webby Academy Best Photography and Graphics
Overall Social Presence

Sponsorship

Amateur Sponsorships
Sponsors athletes, events, musicians/bands, and TV/film

Public Relations
Direct Marketing & Promotions
Discounted accessory bundles online
Available in Best Buy and Specialty Retailers
Search Engine Marketing

Daily giveaways online
“We Make Sweepstakes”
“Photo & Video of the Day”
“You in HD”


Received the 2013 Technology and Engineering award for the Hero 3.

Webby Awards

People’s Choice Best Photography and Graphics
Best Use of Video
Webby Academy Best Photography and Graphics
Overall Social Presence

Sponsorship

Amateur Sponsorships
Sponsors athletes, events, musicians/bands, and TV/film

Public Relations

Non-Profit Organizations
New partnerships
Viral videos

Health & Fitness Programs
Giveaways
Sponsorships

Social Media Superpowers
Consume unofficial group channels
Professionally manage & run existing promos

Invest in Sustainability
Eco-friendly packaging
Expand "Hero" Image
Pricing Strategy & Product Mix
GoPro HD Cameras range from $199-399
Accessories ranging from $15-100

Media Objectives
Media Strategies
Media mix and media types
1. Strategy
Social Media Marketing
Promotion giveaways
Scavenger hunts
Instagram contests
Company highlights a GoPro Video and Photo of the Day, which is then promoted across all social channels.
2. Rationale
Storytelling
Consumers are content generators, brand ambassadors

Media format and subclasses

1. Strategy
Internet/web advertising
Mobile advertising

Total budget: $30 million

Both traditional and nontraditional media
35% traditional
65% nontraditional

GoPro doubled their advertising/marketing budget in 2012
Primary competition
Sony Action Camera
JVC ADIXXION
Ion

Secondary competition
Traditional Camcorders
Google Glass

Generic Competition
Smartphones/Tablets
DSLR Camera and other Digital Cameras




Value-Added Mission Marketing Objectives

Unique brand experience
Embraces adventurous lifestyles
Full transcript