Date post: | 08-Feb-2017 |
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Schyler KaminskiBrian SouzaEmily ZeidlerChris SimontonMegan NelsonCraig Burt
• Transforming consumer’s life experiences
• GoPro as a Media Company
• HERO4
• GoPro Studio
• GoPro App
• GoPro Strategy
• GoPro Tactics
Executive Summary
• Company Overview• What GoPro does best is provide a way to
let individuals share their life experiences with the rest of the world
• From 35 mm film to 4K resolution, GoPro has rose to the top through its quality products and developed partnerships
• GoPro’s app and product quality show strides towards their primary goal
Situation Overview
• Market Overview• Leading the way in the Market,
Competition is faced in every direction• Expand globally to untapped markets to
reach greater potential• Target Customers• Targeting Not only the extremely active
lifestyle but focusing on the passion for content could attract others to the brand
Situation Overview Cont.
• Ultimate Goal• "A one-to-two minute edit that they can use
to relive that experience, but most importantly, to share that experience with other people"
• Market Objectives• GoPro’s primary focus is to make GoPro a
household item• Customer Objectives• Make the Hero4 customizable for each
customer’s lifestyle
GoPro’s Company Goals
• Collaborator Objectives• Create brand awareness through all of
their collaborators with cross marketing• Company Objectives• GoPro’s main internal goals are to make
the Hero4 extremely versatile while maintaining quality for professional use
• Competitive Objectives• GoPro’s prospectus says it’s investing in
video programming for partner platforms such as Virgin America and Xbox Live
GoPro’s Company Goals Cont.
• Target Market - 5 C’s• Company• Customer• Collaborator• Competitor• Context
Strategy
• Value Proposition• Customer Value• Collaborator Value
• Expand in-store brand and sales footprint• Extend strategic marketing relationships• Manufacturing, logistics and fulfillment
• Company Value
Strategy Cont.
• Product• Search attributes• Compatibility• Professional capabilities
• Price • $499.99• Wholesaler discounts• Minimum Advertised price
Tactics
• Incentives• Done in one Campaign• Sports Bundles• GoPro Awards
Tactics Cont.
• Communication• Product Demonstrations• Key Influencers • Event Sponsorships
• Distribution• 4 sales channels• Independent specialty retailers, Big Box
Retailers, Mid-Market Retailers, and E-commerce
• Point of Purchase Displays
Tactics Cont.
• Performance Evaluation• Revenue of $420mm, up 72% YoY• Gross margin of 46.4%, up 4.2% YoY• User Generated Content (UGC) up 40%
• Environmental Analysis• Threats• Opportunities
Control
The Action Filled World of GoPro
Thank You!
Any Questions?