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Presented by: 
Eki Lau 
Hardy Ou 
Stella Chen 
Xizhu Xiao
Fun 
Strategic 
Result Driven
Introduction
Objectives 
To define the brand 
positioning of GoPro 
in order to identify 
areas of success and 
recommendations for 
lo...
What is GoPro? 
GoPro is a brand of 
wearable cameras, such as 
helmet and wrist cameras, 
that allow users to capture 
th...
Brand Background 
Mission: 
To make it possible for people to 
capture and share professional-quality 
footage of their mo...
Brand 
Positioning
Brand Elements 
Name: GoPro 
Tagline: Be a Hero. 
Slogan: Wear it. Mount it. Love it. 
Logo: 
Evaluation 
 Memorable 
 M...
• Active, young and 
love traveling 
Consumer Analysis 
Blah 
Sports/ 
Extreme Sports 
• Thrill seekers 
• Professional at...
Competitors Analysis 
Direct 
Competitors 
Indirect 
Competitors 
Substitutes
Brand Exploratory 
Compared to direct competitors 
• Basic feature of a wearable camera 
(portability, waterproof, shockpr...
Brand Exploratory 
Compared to direct competitors 
• Community engagement 
• Lightweight 
• Durability 
• User-friendly so...
CBBE 
Resonance 
Empower fans 
Active engagement 
Judgments Feelings 
Excitement 
Social approval 
High quality 
Unique 
P...
Brand 
Planning
Product Strategy 
Perceived Quality (Tangible) 
• Reasonable price 
• High performance (quality, durability, reliability) ...
Product Strategy 
After marketing 
• Complementary products 
• Great customer service 
• Helpful online support forum 
• O...
Pricing Strategy 
• Affordable price 
• Similar to its competitors in the digital cameras market 
• Not trying to compete ...
Channel Strategy 
Indirect Channels 
• E-commerce • Retail stores 
• Specialty stores 
 Information 
 Entertainment 
 G...
Marcom 
New Media 
Advertising 
Promotion 
Events 
Social Media 
PR/Publicity 
• TV ad 
- Super Bowl ad 
- 2013 Dubstep Ba...
Personalized Marketing 
Experiential 
Relationship 
Permission 
• Sensory videos (from music to 3D footages) 
• Problem-so...
Recommendations
Recommendations 
Increase GoPro’s brand relevance in the family segment 
• Add family-focused accessories 
• Add family-fo...
Recommendations 
Further strengthen community loyalty 
• Establish a social platform on the website 
• Add new social elem...
Recommendations 
Improve and personalize customers’ experience 
• Sampling 
• Open retail stores/booths at unique places 
...
Recommendations 
Differentiate GoPro through pricing 
• Position itself as the market leader through premium 
pricing 
• O...
Brand 
Performance
KPIs 
Platforms Quantitative KPIs Qualitative KPIs Tracking/Frequency 
Advertising 
- TV commercials 
- Billboards 
• Hous...
KPIs 
Platforms Quantitative KPIs Qualitative KPIs Tracking/Frequency 
Personal Selling 
- Retail stores 
- Themed stores ...
Wrap it up 
2002 2014 
2004 
Current achievements 
• From 35mm film cameras > the fastest growing 
camera company 
• Striv...
Future Growth 
Go Global 
Other Considerations 
• Timing: mature US market 
• Resources 
• Cost 
• Risk: 
- Control of mar...
Hire US. 
We are fun, 
and we reach 
GOALS.
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Brand management project gopro camera

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Brand Management Project- Go Pro

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Brand management project gopro camera

  1. 1. Presented by: Eki Lau Hardy Ou Stella Chen Xizhu Xiao
  2. 2. Fun Strategic Result Driven
  3. 3. Introduction
  4. 4. Objectives To define the brand positioning of GoPro in order to identify areas of success and recommendations for long-term growth.
  5. 5. 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.
  6. 6. Brand Background Mission: To make it possible for people to capture and share professional-quality footage of their most exciting, meaningful moments with others. 2002 – Founded by Nick Woodman
  7. 7. Brand Positioning
  8. 8. Brand Elements Name: GoPro Tagline: Be a Hero. Slogan: Wear it. Mount it. Love it. Logo: Evaluation  Memorable  Meaningful  Likable  Transferable  Adaptable
  9. 9. • Active, young and love traveling Consumer Analysis Blah Sports/ Extreme Sports • Thrill seekers • Professional athletes Entertainment Family • Filmmakers • Journalists • Gadget fans
  10. 10. Competitors Analysis Direct Competitors Indirect Competitors Substitutes
  11. 11. Brand Exploratory Compared to direct competitors • Basic feature of a wearable camera (portability, waterproof, shockproof) • Wi-Fi plug-in • Reasonable price Compared to indirect competitors • Basic features of a camera (picture/video caption, high definition)
  12. 12. Brand Exploratory Compared 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)
  13. 13. CBBE Resonance Empower fans Active engagement Judgments Feelings Excitement Social approval High quality Unique Performance Imagery Most durable Adventurous Salience Strong brand recognition and recall Top of the hierarchy structure Stays relevant in the market
  14. 14. Brand Planning
  15. 15. Product Strategy Perceived Quality (Tangible) • Reasonable price • High performance (quality, durability, reliability) • Sleek design • Premium mounting accessories • Cutting edge technology (3D feature) • Varying satisfaction among customers Perceived Quality (Intangible) • A cool and extreme lifestyle (abstract product imagery) • A sense of belonging to a “professional and adventurous” community
  16. 16. Product Strategy After marketing • Complementary products • Great customer service • Helpful online support forum • Opt-in newsletter • Community engagement
  17. 17. Pricing Strategy • Affordable price • Similar to its competitors in the digital cameras market • Not trying to compete in the professional market Price Segmentation Competitive pricing • $199/$299/$399 • Price varies by products’ capability and accessories Sell Complementary Products • Mounting accessories and cameras
  18. 18. Channel Strategy Indirect Channels • E-commerce • Retail stores • Specialty stores  Information  Entertainment  Global buyers  Relevant buyers  Partnerships  Brand ambassadors No standard service Direct Channels
  19. 19. 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
  20. 20. 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
  21. 21. Recommendations
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. Recommendations Differentiate GoPro through pricing • Position itself as the market leader through premium pricing • Offer bundle pricing to encourage purchase
  26. 26. Brand Performance
  27. 27. KPIs Platforms Quantitative KPIs Qualitative KPIs Tracking/Frequency Advertising - 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
  28. 28. 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
  29. 29. Wrap it up 2002 2014 2004 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
  30. 30. Future Growth Go Global Other Considerations • Timing: mature US market • Resources • Cost • Risk: - Control of marketing communication - Cooperation with distributors or local retailers - Investment
  31. 31. Hire US. We are fun, and we reach GOALS.

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