brand management project gopro camera
DESCRIPTION
Brand Management Project- Go ProTRANSCRIPT
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Presented by:Eki Lau
Hardy OuStella ChenXizhu Xiao
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FunStrategic
Result Driven
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1 Introduction
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Objectives
To define the brand positioning of GoPro in order to identify areas of success and recommendations for long-term growth.
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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.
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Brand Background
To make it possible for people to capture and share professional-quality footage of their most exciting, meaningful moments with others.
Mission:
2002 – Founded by Nick Woodman
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2 Brand Positioning
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Brand Elements
Name: GoProTagline: Be a Hero.Slogan: Wear it. Mount it. Love it. Logo:
Evaluation
Memorable Meaningful Likable Transferable Adaptable
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• Active, young and love traveling
Blah
Consumer Analysis
• Thrill seekers • Professional athletes
Sports/Extreme Sports
Entertainment Family
• Filmmakers• Journalists• Gadget fans
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Competitors Analysis
Direct Competitors
Indirect Competitors
Substitutes
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Brand Exploratory
Compared to direct competitors• Basic feature of a wearable camera
(portability, waterproof, shockproof)• Wi-Fi plug-in• Reasonable price
POPs
Compared to indirect competitors• Basic features of a camera
(picture/video caption, high definition)
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Brand Exploratory
PODsCompared 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)
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CBBE
Resonance
Judgments Feelings
Performance Imagery
SalienceStrong brand recognition and recallTop of the hierarchy structureStays relevant in the market
Most durable Adventurous
ExcitementSocial approval
High qualityUnique
Empower fansActive engagement
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3 Brand Planning
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Product Strategy
Perceived Quality (Tangible)
Perceived Quality (Intangible)
• Reasonable price• High performance (quality, durability, reliability)• Sleek design• Premium mounting accessories• Cutting edge technology (3D feature)• Varying satisfaction among customers
• A cool and extreme lifestyle (abstract product imagery)
• A sense of belonging to a “professional and adventurous” community
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Product Strategy
• Complementary products • Great customer service• Helpful online support forum• Opt-in newsletter• Community engagement
After marketing
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Pricing Strategy
Price Segmentation• $199/$299/$399• Price varies by products’ capability
and accessories
Sell Complementary Products
Competitive pricing • Affordable price
• Similar to its competitors in the digital cameras market• Not trying to compete in the professional market
• Mounting accessories and cameras
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Channel Strategy
Indirect Channels
• E-commerce • Retail stores• Specialty stores
Information Entertainment Global buyers
Relevant buyers Partnerships Brand ambassadors No standard service
Direct Channels
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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
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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
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4Recommendations
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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
1
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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
2
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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
3
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Recommendations
Differentiate GoPro through pricing
• Position itself as the market leader through premium pricing
• Offer bundle pricing to encourage purchase
4
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5 Brand Performance
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KPIs
Platforms Quantitative KPIs Qualitative KPIs Tracking/FrequencyAdvertising- 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
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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
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Wrap it up
2002 20142004
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
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Future Growth
Go Global
Other Considerations
• Timing: mature US market• Resources• Cost• Risk:
- Control of marketing communication- Cooperation with distributors or local retailers- Investment
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Hire US.We are fun,
and we reach GOALS.