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GoPro Brand Audit
GoPro is an action camera company founded in 2002. It developed its first camera, the 35mm HERO, and sold it in 2004. By 2011 it had received $88 million in strategic investment. Its revenues grew from $234 million in 2012 to over $1 billion in 2017. The document analyzes GoPro's branding strategy, including its vision to help people capture and share meaningful life experiences. It also assesses competitors like Drift Innovation and provides recommendations to strengthen GoPro's brand equity and positioning in the action camera market.
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GoPro Brand Audit
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- 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 ✖ BRANDMANTRA Brand functions Point-of-view videography Descriptive Modifier Versatility Emotional Modifier Excitment Who Are You ?
- 8. 1,3 billion $market
- 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 DRIFTOUR #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
- 14. POPs & PODs POPs ✖Type of target ✖ Customer approach ✖ Communitary aspect PODs ✖ Brand awareness ✖ Brand Loyalty
- 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 ✖ “… Theact 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
- 17. ANATOMY OF BRANDPOSITIONING ✖ BRAND DOMAIN ✖ BRAND INFLECTION ✖ BRAND VALUES ✖ BRAND PERSONALITY ✖ BRAND ASSETS ✖ BRAND HERITAGE
- 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
- 20. ✖ BRAND VALUES BRAND PERSONALITY ✖Sincerity ✖ Excitement ✖ Competence ✖ Sophistication ✖ Ruggedness Outdoorsy Tough Daring Spirited Imaginative Up-to-date
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- 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
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- 27. Products Extensions http://gopro.com/cameras http://gopro.com/camera-mountshttp://gopro.com/camera-accessories
- 28. Software & App Complete softwarewith 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 PARTICIPATIONECONOMY = 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 audienceis 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
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- 37. ✖ HD qualityvideo ✖ 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 ResearchOnline 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 ?
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- 42. SOURCES OF BRANDEQUITY 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 alifestyle 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
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