GoPro targets two key demographics - young active individuals interested in capturing videos of their extreme sports activities, and families looking to document vacations and everyday moments. The brand focuses on portraying customers as heroes who share their exciting adventures. GoPro sees itself not just as a hardware company but as a media brand, leveraging the millions of videos shared by users on social media to its marketing advantage. The camera's versatility, durability and affordability drive user consumption decisions to capture memories from unique perspectives.

1. TEAM: HERO
CHETHNA MANJUNATH
MATTHIAS HOLCAPEK
SAKET TOSHNIWA
ARSHAD WAHID

2. GoPro User Profile
Segment 1
Demographics - 16-30
· Psychographic Profile
o Young and Active (males and females who regularly seek exercise related activities indoors and outdoors) -
“Be a Hero”
o Passion Individual and Sports Enthusiasts who wants capture videos and share their vision - Surfers and
Sky Divers, Adventure Dreamers, Adrenaline Junkies - “We are passionate about the idea of what we
actually do in this World”
· Geographic - Urban, Coastal, Mountain, Suburban
● Consumer Characteristics : “What is Your Passion, Your Habit ?”
· Benefits Sought - Film Activities, with friends or alone in order to post to internet, keeping memories,
Personal Challenge and precious moments of happiness shared with friends
· Use Rate - High About of Users Buying and using cameras are young and involved in internet as well as
various sports activities

3. Segment 2
●Demographics - 18 - 55 - Families, Mothers - Broader Audience
●Psychographic Profile
○Active people who love to travel with families and record their experience
○Audacious and Passionate people eager to share their excitement experience
Income Demographics - Potential Middle to High Income Household that can afford to
travel and do various indoor and outdoor activities.
● Benefits Sought – o To Film Various Experiences such as family vacations, daily
activities, sports, as well as household activities
● Sharing Experiences of a society of endless entertainment and fun
● Consumer Characteristics: “If you go on a trip, an adventure, how would you
immortalize these precious memories?”

4. GoPro´s Personality
• GoPro is an active, adventure-seeking and consumer/user celebrating brand
• Clear focus on Consumer as the star NOT product
• Point-of-View Videography, Versatility, Excitement
• User are recording their sports experiences and independently uploading millions of
own videos with the proud of using GoPro
• Shifting from exclusively building hardware company to media company
• opportunity to leverage company as media brand
• cooperation with Virgin America airline and Microsoft´s Xbox game consoles
• User´s video spread the company´s marketing message
GoPro for a cause :
•The Brand is associated with ‘Being a Hero’
•Showcases Extreme Capabilities of the product and versatility of its usage
•Represents the excitement of sharing achievement

5. Brand Identity and Users : Points of Parity

6. GoPro´s Watchers: Motivations & Values
Go Pro watchers can be as only passive, as well as active sportsman. They are enjoying to
watch, share and talk about the exciting selfmade (extreme sports) videos of others
Motivations:
• interested to discover new things (e.g. sports, insight views in African wilderness)
• like to share favourite videos with friends and family
• Ideal action camera for active teanagers because it is highly durable
Observational learning of GoPro watchers
= the learning that occurs through observing the behavior of others in GoPro videos ->
discover the excitement and joy of practicing the showed experiences
Values:
• entertainment loving
• happiness (while watching and sharing the videos)
• ambition (for watchers who want to imitate seen experiences in the future)

7. GoPro User’s: Motivations & Values
GoPro user are extroverted, attention seeking and active sportsman and
adventurer
Motivations of Users:
• recorded videos of their sport adventures give them a pulic stage
wants to compete with others
Values of Users:
• competitiveness
• recognition (want to be recognized for their (sport) performance
• strive for respect among social community
• expressing freedom through their hobbies

8. GoPro’s Values
● GoPro's internal values ​​are durability,
versatility, growth and recognition.
● GoPro's Consumers value the brands
image.
● GoPro value and capturing memories,
and providing good quality videos to
Their Consumers and Upholds this
value, as it is something Consumers
value too.
● Customers have High Involvement with
the product and they help in Co-
Creation of Content.

9. MARKETING MIX - The 4P’s
• Product
• The GoPro is a Point-of-view 1080p digital camera with a 170-degree wide-angle lens
• It is the World's Most Versatile Camera, measuring 42mm x 60mm x 30mm. - using mounting accessories
• The durability of the camera / casing, and bundled product packages into extreme sports brands GoPro / Culture in the Nature of the
product.
• Price
• Affordability is an major deliverable of GoPro's mission
• Pricing strategy Allows Any athlete to 'go pro', or 'be a hero,' and, Potentially, broadens the scope of GoPro's target market and
Increase customer retention.
• Place / Distribution
• GoPro products can be purchased this globally online, in retail stores Focused in technology and retail stores with an image in line
with GoPro (athletic stores, such as: SportCheck, Sports Exports, West49 Skateboards, Ron Jon Surf Shop, etc
• Promotion
• Majority of GoPro's advancement comes through viral videos publicized through social media (Twitter, Facebook, and Youtube) and
the www.gopro.com website.
• The videos are all filmed using the GoPro and feature famous athletes and cultural artifacts.
• GoPro also uses three technical --other to Promote the brand: product placement, event sponsorship, endorsements

10. GoPro User Consumption Decisions
• Gopro has been budget friendly after releasing their series of “Gopro Hero”
• Customers believe that it is a worth for money to shoot inside water and on land.
• Gopro are versatile as there are so many mounting options to fix the gopro.
• Since Gopro is affordable, stylish and portable, it makes users to be at ease.
• Gopro compared to any other digital cameras, it gives a wide angle picture .
• Gopro image quality is incredible, user friendly along with the presence of wifi, it is
easier to take pics or videos on just a press of a button.
• It is virtually indestructible, whether you use it on extreme rough sports or just to take
a picture of the nature or beautiful scenery.
• The customer service for Gopro devices is brilliant compared to any device services.
• It makes capturing video and photos more fun as it can be used in all ways possible
Examples :
Strapping to the dog : The user can see the view from a dogs perspective and
it’s fun
End of a rocket : This helps scientists to capture the space and the rocket
simultaneously.

11. GoPro As A Media Brand
Woodman (CEO of GoPro) Shifting from exclusively building hardware company to
media company
• User are recording their sports experiences and independently uploading
millions of own videos with the proud of using GoPro
• opportunity to leverage company as media brand
• Cooperation with Virgin America Airline and
• Collaboration with Microsoft´s Xbox gaming consoles
• User´s video spread the GoPro’s marketing message

13. GoPro on Social Media
• Social media is now the king of content marketing
• GoPro makes use of this perfectly to promote its own content
• It also asks users to submit their own content
• They also leverage the fact that they can promote their YouTube channel on Facebook
• This content is being shared by the consumers of GoPro on different social media
channels

14. THANK YOU
CHETHNA MANJUNATH
MATTHIAS HOLCAPEK
SAKET TOSHNIWAL
ARSHAD WAHID
TEAM: HERO
CHETHNA MANJUNATH
MATTHIAS HOLCAPEK
SAKET TOSHNIWA
ARSHAD WAHID