gopro brand audit

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h"ps://www.youtube.com/watch?v=JCp2uxZ_BT0  0:05        

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

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

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

Brand Elements

✖ BRAND MANTRA

Brand functions Point-of-view videography

Descriptive Modifier

Versatility

Emotional Modifier Excitment

Who Are

You ?

1,3 billion $ market

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  

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.  

WHY IS DRIFT OUR #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.

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.  

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  

POPs & PODs

POPs

✖ Type of target ✖ Customer approach ✖ Communitary aspect  

PODs

✖ Brand awareness ✖ Brand Loyalty

TARGET

✖ Young, active, extreme sports enthusiasts

✖ Audacious & passionate people

eager to share their exciting experiences

✖ Adventurous dreamers

✖ Surfers and sky divers

✖ Adrenaline junkies

POSITIONING

✖ “… The act 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

ANATOMY OF BRAND POSITIONING

✖ BRAND DOMAIN

✖ BRAND INFLECTION

✖ BRAND VALUES

✖ BRAND PERSONALITY

✖ BRAND ASSETS

✖ BRAND HERITAGE

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

✖ 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

✖ BRAND VALUES

BRAND PERSONALITY

✖ Sincerity

✖ Excitement

✖ Competence

✖ Sophistication

✖ Ruggedness

Outdoorsy

Tough

Daring

Spirited Imaginative

Up-to-date

BRAND PERSONALITY

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

Marketing Mix

PRODUCT  ✖  GoPro  point-­‐of-­‐view  1080p    cameras  

White  ediVon  249€  Silver  ediVon  349€  Black  ediVon  449€  

✖  Mounts  ✖  Accessories  ✖  Packages:  Ski,  Surf…  ✖  Apps  &  so\ware  

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  so\ware  

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  

produits

✖ P

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✖ H

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✖ C

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Products Extensions

http://gopro.com/cameras http://gopro.com/camera-mounts http://gopro.com/camera-accessories

Software & App

Complete software with 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

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

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

“ A PARTICIPATION ECONOMY = 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

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    

!e YouTube audience is 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. !at’s why we’re excited to launch the "rst-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

Red  Bull  Stratos    ✖Red Bull gives you wings

✖GoPro: Be a hero Similar brand identity: -  Performance -  Exceed limits -  Energy

…

Secondary Association

SWOT Analysis

Strengh  ü  High  brand  awareness  ü  Unique  technology  ü  Aggressive  word  of  mouth  

from  consumers  ü  Complete  scale  of  products  

(hardware,  accessories,  so\ware,  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    

Maslow’s Pyramid

✖ HD quality video ✖ 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

Primary Marketing Research Online 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

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 ?

BRAND IMAGE

PERCEPTUAL MAPPING

Leisure Traditional

High Quality

Low Quality

SOURCES OF BRAND EQUITY

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

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

Recommendations

✖ Become a lifestyle 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

THANK YOU

APENDIX

ACTIONCAM COMPLETE BENCHMARK

Battery life

LCD viewfinder

Maximum video resolution

Maximum still resolution

Price

Weight

Dedicated remote control unit

Waterproofing

Wireless connectivity

SOURCES

http://www.viuz.com/2013/09/17/gopro-la-revolution-en-chiffres/ http://fr.gopro.com/ http://www.parismatch.com/Actu/International/Nick-Woodman-le-surfeur-devenu-milliardaire-234949 http://www.forbes.com/pictures/emdh45ikef/nick-woodman-in-his-senior-year-book-3/ http://www.forbes.com/profile/nicholas-woodman/ http://www.lesechos.fr/entreprises-secteurs/tech-medias/actu/0203292091599-nick-woodman-nick-woodman-gopro-a-terme-on-peut-devenir-un-groupe-de-medias-647848.php http://www.forbes.com/sites/ryanmac/2013/03/04/the-mad-billionaire-behind-gopro-the-worlds-hottest-camera-company/ http://www.forbes.com/sites/ryanmac/2013/03/13/five-startup-lessons-from-gopro-founder-and-billionaire-nick-woodman/ http://www.lovemarkscampus.com/wp-content/uploads/2010/10/Lovemarker-Worksheet.pdf https://www.youtube.com/user/GoProCamera https://www.facebook.com/gopro http://instagram.com/gopro# http://upstart.bizjournals.com/entrepreneurs/hot-shots/2014/02/07/nick-woodmans-gopro-files-for-ipo.html?page=all http://news.yahoo.com/gopro-history-success-230730979.html http://driftinnovation.com/ http://www.lsa-conso.fr/la-conquete-eclair-de-gopro,141003   http://www.forbes.com/sites/ryanmac/2013/03/04/gopro-evolution-from-35mm-film-to-americas-fastest-growing-camera-company/   http://brandedwithfire.blogspot.fr/2012/03/gopro-brand-audit-part-2.html   http://www.sowebmarketing.com/index.php/etude-cas-gopro/ http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11884 http://www.lemonde.fr/economie/article/2013/03/14/la-gopro-du-prototype-au-phenomene-planetaire_1847819_3234.html