Marketing Go-Pro

Original purpose

Get close-up action photos of surfing

Value Proposition

Empower people to capture and share their exciting, authentic life moments from unique perspectives

Target Market

extremists, travelers, millennials and gen z, content creators

Product (and attributes)

compact, high-quality, mountable camera

Promotion

authentic storytelling through user-generated content, social media, inspirational marketing (real people doing amazing things)

Price

premium price- costs more than regular camera, but people pay for quality, features, and brand trust.

Place

Mainly sold online but can be found in retail stores like BestBuy and sporting goods stores worldwide

What are some points of difference for GoPro products?

Small, durable, and can almost go anywhere. They record high-quality videos hands-free and are made for action.

What are GoPro’s primary target markets?

People who love adventure— like athletes, travelers, extremist content creators.

How does content marketing influence target market?

People post their own videos, which makes others want to join in and create too.

Reasons for new product failure (in general)

• insignificant point of difference

• incomplete market and product protocol before product development starts

• not satisfying customer needs on critical factors

• bad timing

Which did GoPro avoid to ensure product success?

GoPro avoided insignificant point of difference. There are many camera out there but GoPro was something in ordinary.