4. Objectives, Scope & Approach
✖ Understand the branding
strategy of GoPro
✖ Assess GoPro customer awareness
and perception
✖ Identify the sources of brand
equity
✖ Give GoPro strategic brand
management recommendations
5. The Story
In 2002, Nicholas Woodman travels
to Australia & Indonesia
He develops and sells his first GoPro
cameras, 35-mm HERO, in 2004
In 2011, strategic invest from five
venture capital firms for $88 million
A year after launching its first HD
camera, the company ends 2012
with revenues of $234 million
The Logo The Vision
To help people capture
and share their lives’
most meaningful
experiences with others
and to celebrate them
together.
The Mission
Becoming a market
leader in live-sport
segment by 2014
6. 1.
Name:
GoPro
2.
Logo:
4
boxes
with
different
shades
to
represent
different
uses
for
the
product:
• Motocross,
downhill
biking,
and
cross-‐country
biking
• Surf
• Underwater
acVviVes
and
ability
for
the
camera
to
withstand
the
elements
• Snow
sports
3.
Slogan:
“Be
a
hero”
-‐
Meaningful,
likeable,
and
memorable
and
transferable
because
this
desire
transcends
geographic
and
categorical
boundaries.
4.
Audio:
Memorable
sound,
paired
with
the
logo,
introduces
the
clip.
5.
POV
videography:
Footage
technique
strongly
associated
with
GoPro.
Brand Elements
7. Brand Elements
✖ BRAND MANTRA
Brand functions
Point-of-view videography
Descriptive Modifier
Versatility
Emotional Modifier
Excitment
Who
Are
You ?
9. Industry Analysis
DIRECT
SUBSTITUTION
PRODUCT
CATEGORY
COMPETITION
GENERIC
COMPETITION
3
2
1
Dri
InnovaVon
Contour
Sony
Neo
Sports
Camera
Panasonic
Nikon
Samsung
Canon
Go
Bandit
Olympus
Lumix
Decathlon
Samsung
Apple
Polaroid
Nokia
10. FOCUS ON DRIFT
«
Dri&
Innova,on
is
an
ac,on
sports
technology
company
specializing
in
the
capture
and
sharing
of
digital
imagery
across
all
pla;orms
»
Target
AcVvity
Passionate
individuals
and
sport
entousiasts
who
want
to
capture
the
emoVon
and
share
their
vision
Dri
is
awearable
point
of
view
camera
offering
consumers
a
wide
angle
recording
capability
to
capture
all
their
adventures
&
acVviVes.
11. WHY IS DRIFT OUR #1 CHALLENGER ?
✖ Almost same brands elements
✖ Strong focus on community
✖ Similar features and some
interesting POD such as LCD
viewfinder
✖ Deep relationship with surfers and
extreme sports athletes, original
GoPro target.
12. Marketing Mix
PRODUCT
Dri
HD,
HD170,
HD170
Stealth,
and
X170
-‐ Night
mode
feature
for
opVmal
low
light
performance
-‐ digital
zoom
-‐ photo
sequence
-‐ Microphone
-‐ remote
pairing
PLACE
-‐ Motovan,
one
of
the
largest
networks
of
motorcycle,
motorcross,
ATV
and
snowmobile
dealers
in
the
country.
-‐ Onboard
TV
-‐ Point
of
View
Cameras
in
Vancouver
-‐ online
dealers,
such
as
mypov360.com,
B&H,
crutchfield.com,
pointofviewcameras.com
and
rpmgear.com
PRICE
from
$159.99
for
Dri
X170
upwards
to
$329.99
for
Dri
HD
PROMOTION
Partnerships
with
sporVng
events:
-‐ Motovan:
Rockstar
Energy
-‐
Yamaha
factory
team
for
the
2012
Canadian
Motorsports
Racing
-‐ Moutain
Dew
Amped
Team
for
2012
featuring
top-‐
Ver
athletes.
13. PORTER’S FIVE FORCES
THREAT
OF
SUBSTITUTING
PRODUCTS
• Many
compeVng
products
can
provide
the
same
benefits
BARGAINING
POWER
OF
SUPPLIERS
• Low
baraining
power
because
of
the
large
number
of
providers
BARGAINING
POWER
OF
CUSTOMERS
• Low
bargaining
power
because
of
the
End-‐user
demand
and
low
direct
subsVtuVon
RIVALRY
IN
THE
CAMERA
INDUSTRY
• CompeVVve
camera
industry
• GoPro’s
niche
market
is
developping
THREAT
OF
NEW
ENTRANTS
• Low
entry
barriers
• Growing
demand
• Some
generic
compeVtors
already
have
the
technology
15. TARGET
✖ Young, active, extreme sports
enthusiasts
✖ Audacious & passionate people
eager to share their exciting experiences
✖ Adventurous dreamers
✖ Surfers and sky divers
✖ Adrenaline junkies
16. POSITIONING
✖ “… The act of designing the company’s offer and image so that it occupies a
distinct and valued place in the target customer’s mind” Philip Kotler
✖ WHERE TO COMPETE : Action cam market
✖ HOW TO COMPETE : Community, niche
VIDEO SEGMENT BUT A STRATGY OF DIFFERENTIATION WITH A VERY PARTICULAR
POSITIONING
18. POSITIONING
✖
BRAND HERITAGE
✖
BRAND DOMAIN
✖ Extreme Sport Heritage
Created by a surfer
for surfers & adrenaline junkies
✖ Adventure, travel, friends, excitement
✖ Enables sharing passion
✖ Propulsion, energy, freedom in every
brand element
“Go Pro!” “Be a Hero!”
✖ Between personal challenges and
precious moments of happiness shared with friends
✖ Segmentation
Customer characteristics
“What is your passion, your hobbit?”
Buying situation
“If you’d go on a trip, an adventure, how
would you immortalize those precious
moments?”
✖ Two segments targeted
Extreme sports enthusiasts
Passionate people eager to share
their exciting experiences
19. ✖
BRAND INFLECTION
✖
BRAND VALUES
✖ Stimulate passion and excitement
“We are passionate about the idea of what
We can actually do in this World”
“Be a Hero!”
✖ Versatility, durability “invisible
camera”
✖ Traditional values of love, freedom,
sharing & modern values : challenge,
leisure society, society of endless
entertainment
✖ Embodies social status
“Globetrotter, Cool attitude”
✖ Make your dreams come true
✖ Live your life to the full
✖ “Be a Hero” Be proud of who you
are and what you do
✖ Be the Master of your life and enjoy
every second
22. BRAND IDENTITY
• Extreme
• Fun
• Over achievement
• Challenging the limits
• Extreme sports
• Water sports
• Music
• Lifestyle
• Realize your dreams
• Go over the limits
• Traveller
• Happy
• Connected
• Passionated
• Sponsoring
in athletes
• Sport events
• Engaging its
community
• Logo evokes sports, water
and liberty of usage
• Color: blue, white and black
23. Marketing Mix
PRODUCT
✖
GoPro
point-‐of-‐view
1080p
cameras
White
ediVon
249€
Silver
ediVon
349€
Black
ediVon
449€
✖
Mounts
✖
Accessories
✖
Packages:
Ski,
Surf…
✖
Apps
&
soware
PLACE
✖
Retail
website
✖
Physical
retailers
Mostly
extreme
sports
✖
Distributors
&
retailers
worldwide
Technology
focused
&
athleVc
stores
PRICE
✖
Cameras
HERO3
White
ediVon
249€
Silver
ediVon
349€
Black
ediVon
449€
✖
Mounts
12€
-‐
59€
✖
Accessories
12€
-‐
219€
✖
Free
app
&
video
ediVng
soware
PROMOTION
✖
Social
Media
✖
Endorsement
Sponsorship
of
highly
renowned
sportsmen
✖
Partnerships
:
Redbull
✖
Extreme
sports
events
✖
Online
compeVVons:
promote
high
quality
user-‐generated
content
✖
TV
:
Super
Bowl
28. Software &
App
Complete software with video
editing for top quality movies. The
software includes editorials,
templates, special features etc.
The application makes it
possible for the user to
control the GoPro camera
from the phone and share
pictures, videos etc. On the
social media.
http://gopro.com/software-app/gopro-studio-edit-software
http://gopro.com/software-app/gopro-app
29. Place
✖ Website: Selling both cameras and accessories on the website.
✖ Physical retailers: Mostly extreme sports shops such as Quicksilver,
Volcom, BillaBong etc.
✖ Distributors & retailers worldwide
Technology focused: lafnac, amazon, …
http://gopro.com/products
http://gopro.com/store-locator
30. Promotion
Ø
Social
Media
Ø
UGC
Ø Sponsorship
on
sports
events
Games
(Winter
X
Games/Summer
X
Games)
GoPro
Dirt
Diaries
Grand
Prix
of
Somona
Ø Partnerships (Redbull)
Ø TV: Super Bowl TV
Campaign
31. “ A PARTICIPATION ECONOMY = SHARING ” ✖
PROMOTE
USER
GENERATED
CONTENT
7,192,386 likes
1 780 908 subscribers
1,898,329 followers
917 K followers
15,3 k tweets
April, 2014
32. Co-creation strategy
UGC
(User
Generated
Content)
Ø Brand
users
become
content
creators
for
the
brand
on
Internet
and
Social
Networks
Consumers
as
ambassadors
of
the
brand
33. The YouTube audience is more than just viewers—it’s fans. As brands continue to blur the line between advertiser and creator, we want to recognize those brands that regularly
publish content—paid or otherwise—to build an engaged fanbase.That’s why we’re excited to launch the first-ever quarterly Brand Channel Leaderboard. Selection is based on
an algorithm that factors in multiple signals of audience passion and popularity, including watch time, repeat viewership, likes and shares, surfacing only those channels that
have the most engaged, active fanbases.
Published 03/31/2014
http://www.thinkwithgoogle.com/ads-leaderboards/brand-channel-leaderboard-mar14.html
34. Red
Bull
Stratos
✖Red Bull gives you wings
✖GoPro: Be a hero
Similar brand identity:
- Performance
- Exceed limits
- Energy
…
Secondary Association
35. SWOT Analysis
Strengh
ü High
brand
awareness
ü Unique
technology
ü Aggressive
word
of
mouth
from
consumers
ü Complete
scale
of
products
(hardware,
accessories,
soware,
applicaVons..)
ü Strong
partnership
and
posiVoning
ü High
perceived
value
Weaknesses
ü Low
penetraVon
on
markets
other
than
USA,
Australia,
NZ
ü Insufficient
R&D
ü Price
OpportuniVes
ü DemocraVzaVon
of
extreme
sports
ü Explosion
of
CollaboraVvity
ü Emerging
markets
ü New
services
(for
ex.
ApplicaVon
connecVng
people
together
according
to
their
likes
Threats
ü Electronic
component
prices
are
rising
ü Entry
barriers
are
low
for
non
direct
compeVtors
(like
Samsung)
who
already
have
the
technology
and
the
awareness
ü
Purchasing
power
on
mature
markets
37. ✖ HD quality video ✖ Music ✖ Aestethic appeal ✖ Athletic idols put us in their shoes
✖ The user becomes the star ✖ GoPro as a household name
IS GoPro A ?
43 points = Lovemark
38. Primary Marketing Research Online Survey
Do you remember seeing any
advertising for this brand?
Have you ever watched
a GoPro movie?
Can you rate from 1 to 5 the
following aspect of GoPro
camera: Design
Can you rate from 1 to 5 the
following aspect of GoPro
camera: Durability
Can you rate from 1 to 5 the
following aspect of GoPro
camera: Technology
Can you rate from 1 to 5 the
following aspect of GoPro camera :
Accessories
39. BRAND AWARENESS – DO PEOPLE KNOW
GOPRO ?
Events
7
5
%
YouTube
29
23
%
Friends
66
52
%
TV
ads
2
2
%
Facebook
3
2
%
Website
4
3
%
Sport
community
15
12
%
Never
heard
about
GoPro
2
2
%
How did you hear about GoPro the first time ?
42. SOURCES OF BRAND EQUITY
Customer
based
Proprietary
based
Brand
awareness
Patents
Brand
associaVons
Channel
relaVonships
Legitime
story telling
and heritage
Over
achievement
Embodies
social status
Sharing
Extreme
sports
High
technology
devices
Wide range
of products Active online presence
(YouTube, Facebook,
Twitter)
Direct
promotion
(partnerships,
events and
endorsement)
Co-creation
promotion
(community)
BRAND
EQUITY
43. CBBE Brand Pyramid
- Strong brand reasonance
- GoPro is almost the most
well knowed action device
and positioned as a key
actor in extreme sport
industry
- Strong customer loyalty
- Strongly recognizable music element
and highly engaged community
- #1 brand community on YouTube
- Few disapointed customers, most of
them would recommend GoPro for THE
trip of their life
High performance
- 4K recording
- Wide angle
- Leader on POV recording segment
- Efficient and user friendly video
footage tool
- High brand awareness
- Strong historical relationship
with surfers community
- Growing relationship with
trekers and adventurer lifestyle
people
- Go over your limits
- Share it with others
- Proove that you’re a hero
- Make your passion a
lifestyle
- Over achievement
- Push everyone of us to
overtake our limits and live
our passion
44. Recommendations
✖ Become a lifestyle brand
✖ Spread its target not focusing only on extreme sports
✖ Focus on other passions / hobbies: music, parties…
✖ Expend its events and sponsorships not only to extreme sports
✖ Optimize visibility in physical stores to highlight GoPro’s universe: corners,
shop-in-shops
✖ Keep focus the marketing on social media
✖ Improve design and durability on their products
