GoPro Marketing Strategy
In its strategy, the GoPro team turned to the philosophy of photography. At the most basic level, the camera is the window to the world. This approach differs from the usual video, in which some snowboarder jumps against the background of the mountains. If the user looks at what is happening through the eyes of the hero, new experience is created.
Even though the GoPro brand does not appear in the video itself, it receives dividends from each shot. The brand becomes the main mechanism for delivering impressions from adventures. This applies not only to skydiving and to snowboarding – the same with compassion and humanism like, for example, when a firefighter rescues a kitten from a burning house.
Product
GoPro offers all kinds of professional video equipment for extreme-takers and ordinary people. The product line includes five main groups of products – Cameras, Drone, Stabilization products, Mounts&Accessories, and Apparel. What is makes GoPro products unique is their high quality, waterproof, connectivity to any other devices, high speed of photo shooting, and extremely small sizes and small weights. The newest camera product that has been launched a year ago is Hero Black 5. The design is similar to the previous version, but it can survive higher temperatures, record with 180o perspective, it has lighter weight and more developed battery.
Pricing strategy
GoPro sold its product in a range from USD50 per USD150 in the very beginning of GoPro story in 2014. Currently a Hero5 Camera costs at USD399.99 in the US and EUR469.99 in Europe. The cheapest one costs now USD199.99. The last Drone version costs USD799.99.
Promotional
The company has several selling and advertising strategies. The first one is content marketing. It not only actively generates its video content of spectacular sports stunts and performances by artists using a camera attached to them, but also buys the rights to the most impressive videos of its users for publication on the GoPro website and in social networks. Thus, GoPro inspires other users to shoot even more spectacular videos of their adventures and put them online. GoPro has created a whole culture of generating video content by users (user-generated content) and actively supports it through partnerships with various gurus of extreme sports and pop culture, as well as sponsoring sports competitions with NHL and GoPro Mountain games. The second strategy is usage of social nets – mainly YouTube channel. Every day 4.6 million YouTube subscribers return to their channel (GoPro YouTube Channel). Someone will not dare to jump with a parachute. Others will not visit the active volcano. The videos uploaded by users on YouTube allow us to see these amazing shots. The channel features 4,500 videos, which gained 1.4 billion views. Other social nets include Facebook, Instagram, Pinterest, Twitter, and Vimeo. The company spent 31% on selling and marketing in 2016 (GoPro Annual Report 2016, 55).
Place
All the products can be found at GoPro Online Shop. The interesting feature of the shop is …
