Gopro is launching a brand extension called AdventoPro focused on adventure travel courses for female millennials. The courses will teach skills like scuba diving, surfing, and mountain climbing in multiple countries over 1-6 month periods. Competitors offer similar adventure tours but AdventoPro differentiates by focusing on developing one skill per course and capturing memories on GoPro videos. The positioning strategy emphasizes empowering women through skills development and donations to women's causes. The launch plan includes digital marketing, influencer marketing, and content promoting women's empowerment. Customer service includes consultations, medical support during courses, and personalized GoPro videos.

1. BRAND
EXTENSION
FOR GOPRO
GROUP 5
PHUONG THANH DAN LE
ADIRA NURANI VAIDYANATHAN
PURVA PUROHIT

2. TABLE OF CONTENT
1. MARKET TRENDS
2. TARGET AUDIENCE
3. DESCRIPTION
4. DIRECT & INDIRECT
COMPETITORS
5. POSITIONING STRATEGY
6. LAUNCH
7. CUSTOMER SERVICE

3. MARKET TRENDS
Increasing portion of female traveler are
Millennials and especially Single mothers.
According to Harvard Business Review, women
control $15 trillion in spending power.
Growing market as there has been an increase by
230% in the number of women-only travel
companies in the past 6 years.
 According to Forbes, women are expected to
spend $125 billion for traveling in 2019.

4. TARGET
AUDIENCES
 Female
 Millennials
 High Income
 Love adventurous sports and
thrilling games
 Tech savvy and social media users

5. DESCRIPTION: ADVENTURE TRAVEL COURSES
 Format: Combination of Traveling and New Skill Learning
 Adventure sport courses in multiple countries: Scuba Diving, Surfing, Skiing, Mountain
Climbing, Mountain Biking, Hiking and Trekking, etc.
 Duration: 1 – 3 – 6 months
 Participants gradually develop their skills at each level in each country
Small travel group: 5 to 8 people
Learning Scuba Diving in Indonesia, Hawaii and Australia Learning Mountain Climbing in Kilimanjaro, Pikes Peak, Mount Gower

6. DIRECT COMPETITORS
 Tagline – “Designing around interests, tastes
and budget, to destinations throughout the
world”.
 Origin: United Kingdom
 About:
o Creating tailored travel experiences
o Travel with an experience of luxury
 Tagline – “One World deserves more you”.
 Origin: Toronto
 About:
o “Best small group adventure operator”
o Best suited for people who want to step out
of their comfort zone
o Focuses only on one country
o Multisport tours

7.  Tagline: “Exploration and Adventure”
 Origin: United States
 About:
o Renowned for amazing photography
and scientific research
o Designed for specific interest groups
o Hire only true experts to run their
trips
 Tagline: “Best.Day.Ever”
 Origin: Australia
 About:
o Explore and learn from
multi-city tours
o Custom itinerary
o Real life , Real people,
Real stories
DIRECT COMPETITORS
 Tagline: Discover your True Nature
 Origin: Alabama, United States
 About:
o Committed to sustainable
tourism
o Focusses on authentic
interactions with local people
o Custom expeditions

8. INDIRECT COMPETITORS

9. Point of Parity:
 Adventurous Tours
 Small group tours
 Multisport tours
 Complete package tour
Point of Difference:
 Offering adventure sport courses in
multiple countries => focus on
developing one skill per course
 Memories videos captured by GoPro
PoP vs PoD

10. POSITIONING
STRATEGY
Unique Selling Proposition:
 Empower women to overcome stereotypes
 Participants develop an advanced level of skill while experiencing
multiple countries around the world.
 For every course registered, participants donate 2% of course fee
towards the women’s health and educational benefits.

11. POSITIONING STRATEGY
Pricing Strategies:
 Activities – based
 Package pricing including:
o Tuition fee (expert guidance)
o Accommodation
o Meals
o Travel essentials (activity equipment, etc.)
o Flight and transportation
o Sightseeing and attraction passes
o Visa and Insurance
Distribution Strategies:
 Website
 Specialty store (Like a travel agency)

12. LAUNCH
 Sub-brand name: AdventoPro
o The arrival of notable person or thing
o The arrival of Christ to the world
 Empowering
 Tagline: Empower yourself, empower our femme!
 Logo:

13. LAUNCH
Promotion Mix:
 Digital Marketing (Website, Search Engine, Social Media, YouTube)
using Influencers
 Content Marketing (Website, Social Media)

14. LAUNCH
Advertising Campaign:
 Evoking a sense of women empowerment with the help of our influencer
who joins the course and gives a positive testimonial of her experience
with us.
 This will be expressed in the form of a video and will be shared on social
media platforms like YouTube, Facebook and Instagram.

15. CUSTOMER SERVICE
 Consultancy
 Constant health and medical check-up
 Cardio workout pre-joining of the course
 Flexible course postponement
 Personalized videos of the journey captured by GoPro