Presented by:Eki Lau

Hardy OuStella ChenXizhu Xiao

FunStrategic

Result Driven

1 Introduction

Objectives

To define the brand positioning of GoPro in order to identify areas of success and recommendations for long-term growth.

What is GoPro?

GoPro is a brand of wearable cameras, such as helmet and wrist cameras, that allow users to capture their adrenaline-pumping action with high-definition video/photography.

Brand Background

To make it possible for people to capture and share professional-quality footage of their most exciting, meaningful moments with others.

Mission:

2002 – Founded by Nick Woodman

2 Brand Positioning

Brand Elements

Name: GoProTagline: Be a Hero.Slogan: Wear it. Mount it. Love it. Logo:

Evaluation

Memorable Meaningful Likable Transferable Adaptable

• Active, young and love traveling

Blah

Consumer Analysis

• Thrill seekers • Professional athletes

Sports/Extreme Sports

Entertainment Family

• Filmmakers• Journalists• Gadget fans

Competitors Analysis

Direct Competitors

Indirect Competitors

Substitutes

Brand Exploratory

Compared to direct competitors• Basic feature of a wearable camera

(portability, waterproof, shockproof)• Wi-Fi plug-in• Reasonable price

POPs

Compared to indirect competitors• Basic features of a camera

(picture/video caption, high definition)

Brand Exploratory

PODsCompared to direct competitors

• Community engagement• Lightweight• Durability• User-friendly software and app• High quality

Compared to indirect competitors• Reasonably priced

(compared to professional cameras)• Wi-Fi plug-in• Extreme-sport friendly

(higher quality action capture, waterproof, wearable)

CBBE

Resonance

Judgments Feelings

Performance Imagery

SalienceStrong brand recognition and recallTop of the hierarchy structureStays relevant in the market

Most durable Adventurous

ExcitementSocial approval

High qualityUnique

Empower fansActive engagement

3 Brand Planning

Product Strategy

Perceived Quality (Tangible)

Perceived Quality (Intangible)

• Reasonable price• High performance (quality, durability, reliability)• Sleek design• Premium mounting accessories• Cutting edge technology (3D feature)• Varying satisfaction among customers

• A cool and extreme lifestyle (abstract product imagery)

• A sense of belonging to a “professional and adventurous” community

Product Strategy

• Complementary products • Great customer service• Helpful online support forum• Opt-in newsletter• Community engagement

After marketing

Pricing Strategy

Price Segmentation• $199/$299/$399• Price varies by products’ capability

and accessories

Sell Complementary Products

Competitive pricing • Affordable price

• Similar to its competitors in the digital cameras market• Not trying to compete in the professional market

• Mounting accessories and cameras

Channel Strategy

Indirect Channels

• E-commerce • Retail stores• Specialty stores

Information Entertainment Global buyers

Relevant buyers Partnerships Brand ambassadors No standard service

Direct Channels

Marcom

New Media

Advertising

Promotion

Events

Social Media

PR/Publicity

• TV ad- Super Bowl ad- 2013 Dubstep Baby- 2014 Space Freefall

• Place advertising- Man in the Wild- Virgin America

• Point-of-purchase- Best Buy

• Trade Promotion- GoPro trade shows

• Consumer Promotion- daily giveaways- photo contests

• Sport events- X Games- Olympics

• User-generated content• Buzz marketing• High community

engagement

• Media interview• Earned media

- CEO storytelling• Celebrity endorsement

- skateboarder Ryan Sheckler

Personalized Marketing

Experiential

Relationship

Permission

• Sensory videos (from music to 3D footages)• Problem-solving (document action sports) • Promote the extreme sport lifestyle

• Connecting consumers in the “hero community”• Brand ambassadors

• Permitted customers’ videos• Opt-in newsletters

4Recommendations

Recommendations

Increase GoPro’s brand relevance in the family segment

• Add family-focused accessories• Add family-focused core products (i.e. GoProKids)• Increase family users’ engagement in social media

1

Recommendations

Further strengthen community loyalty

• Establish a social platform on the website• Add new social elements• Launch a reciprocal program• Involve the customers in cause marketing campaign

- e.g. The Chive Community

2

Recommendations

Improve and personalize customers’ experience

• Sampling• Open retail stores/booths at unique places• Personalize products • Offer online chats and one-on-one video-editing

workshops

3

Recommendations

Differentiate GoPro through pricing

• Position itself as the market leader through premium pricing

• Offer bundle pricing to encourage purchase

4

5 Brand Performance

KPIs

Platforms Quantitative KPIs Qualitative KPIs Tracking/FrequencyAdvertising- TV commercials- Billboards

• Household coverage• Impression/exposure/conversion rates• Gross Advertising sales

• Awareness of publication• Advertising value (ROMI)

• On project base• Monthly

Promotions- Trade shows- Bundle Pricing

• Website Traffic/Landing Pages• New Members/ # of conversions• Referrals/Recommendation• Coupon conversion percentage, activity, # of clicks

and orders• Sales revenue, Conversion rates• Social Media Buzz (# of posts, likes, etc.)

• Perceived value of products• Awareness of promotions

• On project base • Monthly

Event Marketing and Sponsorship

• PSA Inserts (TV, radio, print)• # of attendance @ events• Website traffic/landing pages• New members/# of conversions• Response rates to sponsorship/event-related

promotions and ads• Product sales

• Perception of products and services

• Awareness of brands/events/sponsorships

• Degree of brand associations

• On project base• Monthly

Public Relations • Coverage (news releases, media stratification, blog mentions, analyst mentions)

• Exposure of the brand and key messages• Response rate• Social media buzz

• Key messages perception analysis

• Favorability of brand and products

• Placements analysis

• On project base• Hire PR firm• Track different categories of media

KPIs

Platforms Quantitative KPIs Qualitative KPIs Tracking/Frequency

Personal Selling- Retail stores- Themed stores

• In-store revenue• Repeat sales• Frequency of customers coming to the stores

for help• Time it takes to help a customer

• Perception of products and services

• Advertising value (ROMI)• Satisfaction rate of customer

service (call center/website live chat/in-store help desk)

• Cover all touch points• Weekly

Social Media • # of visitors to website• Time spent on website• Frequency of adding new content to website• # of Facebook and Twitter followers• # of video views• # of Facebook and Twitter posts• # of shares and likes• # of comments posted

• Engagement of existing and potential customers

• Content of posts: positive or negative

• Feedback received from community and supporters

• Marketing effort and budget adjustment

• Testimonials from customers

• Internal digital marketing team

• Internal and external cooperation

• On a monthly base

Customer Insight • Customer satisfaction scorecard• New vs. returning customers• Lifetime value• Likelihood to recommend the product and

services

• Perceptions about GoPro and key competitors

• Performance evaluations of the company’s products and services

• Annually

Wrap it up

2002 20142004

Current achievements

• From 35mm film cameras > the fastest growing camera company

• Strives to provide the best capturing tool • An engaging community of avid loyalists • Immensely successful with our brand

Going forward …

• Expansion to new markets• Deepen community loyalty• Improve customers’ experience• Differentiate itself from ordinary

cameras• Become a successful global brand

Future Growth

Go Global

Other Considerations

• Timing: mature US market• Resources• Cost• Risk:

- Control of marketing communication- Cooperation with distributors or local retailers- Investment

Hire US.We are fun,

and we reach GOALS.