Brand management project gopro camera
description
Transcript of Brand management project gopro camera
Presented by:Eki Lau
Hardy OuStella ChenXizhu Xiao
FunStrategic
Result Driven
1 Introduction
Objectives
To define the brand positioning of GoPro in order to identify areas of success and recommendations for long-term growth.
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.
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
2 Brand Positioning
Brand Elements
Name: GoProTagline: Be a Hero.Slogan: Wear it. Mount it. Love it. Logo:
Evaluation
Memorable Meaningful Likable Transferable Adaptable
• Active, young and love traveling
Blah
Consumer Analysis
• Thrill seekers • Professional athletes
Sports/Extreme Sports
Entertainment Family
• Filmmakers• Journalists• Gadget fans
Competitors Analysis
Direct Competitors
Indirect Competitors
Substitutes
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)
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)
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
3 Brand Planning
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
Product Strategy
• Complementary products • Great customer service• Helpful online support forum• Opt-in newsletter• Community engagement
After marketing
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
Channel Strategy
Indirect Channels
• E-commerce • Retail stores• Specialty stores
Information Entertainment Global buyers
Relevant buyers Partnerships Brand ambassadors No standard service
Direct Channels
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
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
4Recommendations
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
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
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
Recommendations
Differentiate GoPro through pricing
• Position itself as the market leader through premium pricing
• Offer bundle pricing to encourage purchase
4
5 Brand Performance
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
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
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
Future Growth
Go Global
Other Considerations
• Timing: mature US market• Resources• Cost• Risk:
- Control of marketing communication- Cooperation with distributors or local retailers- Investment
Hire US.We are fun,
and we reach GOALS.