gopro brand audit
TRANSCRIPT
h"ps://www.youtube.com/watch?v=JlgeM4E0N9Q 1:25
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
OIN
T-O
F-V
IEW
CA
MER
A
✖ H
D Q
UA
LITY
108
0p /
4K
+ S
OU
ND
✖ C
AN
BE
MO
UN
TED
AN
YWH
ERE
✖ E
ASY
SH
AR
ING
WIT
H W
IFI &
APP
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