GoPro Marketing
- What are the points of difference, or unique attributes, for GoPro products?
One of the unique attributes associated with GoPro products is the freedom they offer the consumer. The GoPro camera for instance was designed in such a way that it could be strapped on the user’s wrists. The feature enabled the user to capture video and pictures while still enjoying then moment as the camera could capture the moments without the user having to shift attention to what was being recorded. The position on the wrist ensured that surfers could capture their experience without losing concentration on the board and this was a step ahead of what other products in the market offered.
Another unique attribute is the attention to detail that GoPro invests in research to ensure that the products meet the consumer needs. A good example is an innovation that has been put into designing the GoPro camera. When the products were first launched, it was rather clunky, big, and required the user to take images to be printed before viewing. After more analysis of the market, however, the company innovated its products and came up with devices such as the Surf Hero, Digital Hero, and HD HERO which were lighter, easier to use, and could even capture video. Other than capturing moments, the company has created a website where users can share images and video captured using GoPro products. The website acts as a platform for users to share their experience and also a community where customers share the best ways to get the most out of GoPro products, thus creating more demand for the products and services.
Lastly, GoPro products are different from others in the market in that they bring users together after purchase and this is facilitated by the company. The organization has created the GoPro movement where users share products and experiences through a platform created by the organization. Through content marketing, GoPro uses videos, podcasts, and other content from consumers that are distributed to specific audiences in the organization’s target market. The company engages with its consumers and buys rights to some of the videos recorded using their products and edits them to create inspiring content that is later distributed to the public and loyal customers. The content is used to attract potential customers and inform the target audience of some of the products that are in the market or in the process of being launched. The approach has created a community where surfers, skydivers, pilots, rock stars, and other professionals in their respective fields engage with other GoPro product consumers. The platform not only offers a demonstration for GoPro products but also helps generate ideas on what to innovate as well as other needs that exist in the market.
- What is GoPro’s primary target markets? How does content marketing influence these markets?
GoPro’s primary target market constitutes of employed individuals who are athletic and belong to the wealthy or above-average class in society. Since GoPro products are shopping products, the target audience is someone who has a lifestyle that warrants the use of devices such as the HD HERO camera and other products. The audience also constitutes of athletes as they are the ones who mostly require cameras with features that offer freedom to the user to engage in other activities such as surfing.
The primary target markets also constitute individuals with a stable income and are concerned with preserving the environment as is a common trend in GoPro’s market. To offer high-quality products, GoPro has to constantly innovate and develop new products. Users must, therefore, have the financial ability to keep up with the updates and also create a steady demand for the products created by the company. The organization has also made steps to make its activities as environmentally friendly as possible and this is in line with current trends in the market where consumers are more inclined to select products that are associated with a brand that preserves the environment and enhances its sustainability.
The target market is also segmented into users that are tech-savvy and have a social media following. Other than selling products, GoPro also offers a service on social media platforms where users share their experiences using GoPro products. Users with a high social media following promote the products to all their followers and are therefore an important element in the success of ‘The GoPro Movement. The company also uses content marketing to influence its market and create a positive impact on the target audience. A common trend is the emergence of consumers who want to be associated with organizations whose brands are authentic and offer more than just a product. This has prompted GoPro to engage with its target audience on different platforms other than those used to sell the company products and services.
A good example is ‘The GoPro Movement’ which functions as a marketing platform and also after-sales services. Although GoPro products are available to all types of clients, the company has created a community through social media. The platform draws attention away from the products and takes a pause from selling ideas to the customers and instead focuses on showing experiences and the memories that people create when they are free to just enjoy themselves. GoPro’s approach is one that draws attention to how much fun and enjoyment that is associated with GoPro products. The videos and images highlight experiences rather than products and this allows the company to sell more than just an idea. Also, focusing on the experiences allows the users to create a community where they can share ideas and opinions as well as market the products to other potential clients. The platform can be used to collect data on what innovations to invest in as well as how to anticipate future needs and demand.
- Describe the new-product development process used at GoPro. What are the similarities and differences in the process described in Figure 9-4?
The new product development process used at GoPro bears a lot of similarities to the process described in figure 9-4. They however differ in the new product strategy development stage. The first stage at GoPro involves focusing on social trends through shared experiences to determine what direction to take when deciding to launch a new product or innovate an already existing one. The approach has allowed the organization to identify an unsatisfied need in the market where consumers needed a device that could capture images and video in situations where common devices like smartphones and cameras could not. Their approach is however different from the one described in figure 9-4. From the figure description, ideas in the new product strategy development stage involve an analysis of the organization to identify strengths and opportunities that can be utilized to invent or innovate products. Although the overall goal is to meet customer demands and satisfy their needs through new products and innovations, GoPro’s approach is mostly influenced by satisfying customer needs while the figure approach focuses on opportunities and an organization’s ability to exploit them.
There are however similarities in how both approaches tackle idea generation. Some of the ideas are sourced from suggestions made by an engineer or other members of the team. There is however a formulaic approach where departments are tasked with the responsibility of generating ideas on how to meet customer demands. Employees are motivated with awards and this greatly promotes the generation of ideas on how to innovate and invent new products. Another similarity is in the screening and evaluation stage where both assess ideas generated to determine which need to be developed further. The stage also involves innovation to discern what steps can be taken to offer not just what the customers want, but also what they need but are not yet aware of.
After idea generation, the two moves to the business analysis stage where the idea is presented as a business opportunity. In this stage, the organization assesses the impact that the new product will have in the market, how it will affect the sales of other products from GoPro, and the competitive advantage it will create for the company. The idea is assessed on its ability to break even as well as how long it will take for the competition to come up with a product to match it in the market. The next step involves creating a prototype where the idea is made into a product. After a final design is created, the process moves to the market testing stage. Employees act as test candidates who try out products and give feedback before making them available to loyal consumers, influencers, and relevant users. Market testing leads to commercialization which is the final stage in the process. The company operates using a marketing plan which facilitates launching the product into the market.
- Which of the eight reasons for new-product failure did GoPro avoid to ensure the success of its products?
One reason behind GoPro’s success is as a result of how the company approached an insignificant point of difference. When launching new products, having a distinctive point of difference is crucial as it ensures that the product will be in a position to beat the competition. This is often achieved by ensuring that the new product has superior characteristics to products already in the market and that it can satisfy the customer needs and demands. For GoPro, this was achieved by ensuring that the products could be used without interrupting whatever activity the user was engaged in. for surfers and athletes, the cameras allow the users to capture the moment without getting distracted by the recording process as GoPro products are designed in such a way that they can record on their own. This unique character set GoPro products apart from others in the market this giving them a competitive advantage.
Poor execution of the marketing mix has also been attributed as one of the reasons why new products fail. To overcome this barrier, GoPro engages in market analysis and customer testimonials to collect information regarding how to go about innovation and inventing new products. The GoPro Movement has created a platform where customers share experiences as well as ideas of new developments and products that could be introduced in the market. The information collected allows GoPro to come up with ideal products and prices that are designed to offer value for money. The company engages customers on various platforms and this ensures that they are kept in the know and are aware of new products and are therefore more likely to seek them out after launch. It also helps create a platform where the company can engage with the target audience and come up with a marketing mix that favors all parties involved.
- Identify one new-product idea you would suggest that GoPro evaluate.
A New Product that GoPro should consider is bags for GoPro products. Since the target audience comprises of people who engage in outdoor activities, the bags could be designed to carry equipment as well as GoPro products. The Go Bags could carry the GoPro logo and take on various designs to suit the users' needs. The Go Bags could be designed for surfers, skydivers, and other types of athletes to carry different equipment such as surfboards, ropes, and other accessories. The new products would create a new platform to market the company products and logo by showcasing the company logo on the bags. The bags can also add convenience that will be used as a tool to differentiate GoPro products from others in the market.
Reference
n.a, (n.d) “Developing new products and services” n.p
