Assignment 2

Case study 1: Go Pro Camera

Discussion Questions & answers:

1. Explain how GoPro designed its marketing strategy around

its consumers’ behavior.
GoPro uses a multi segment marketing strategy as it does not concentrate on one
customer. GoPro pays attention to the consumer’s psychographic factors. GoPro
really understands what makes its customers tick. The company’s future lies in
enabling and integrating the full user experience, from capturing video to sharing
stories and life emotions with others. Its enthusiastic customers are among the
most loyal and engaged of any brand.

2. How did GoPro utilize the technology to satisfy customers’

needs?
This brand is all about what its cameras let customers do. GoPro users don’t just
want to take videos. More than that, they want to tell the stories and share the
adrenalin- pumped emotions of the extreme moments in their lifestyles. As GoPro
notes, “Enabling you to share your life through incredible photos and video is what
we do. “We help people capture and share their lives’ most meaningful experiences
with others—to celebrate them together.”

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3. Discuss how GoPro build and sustain successful relationship
with its customers.
When people view a stunning GoPro video clip camera like the one of New Zealand’s Jed
Mildon landing the first-ever BMX triple backflip captured by his helmet to some degree,
they experience what the subject experiences. They feel the passion and adrenaline.
And when that happen GoPro creates an emotional connection between GoPro
storyteller and the audience. More than just selling tiny, wearable HD video
cameras. GoPro helps people capture, share and celebrate with others the most
meaningful experiences in their lives and as a result delivers an exceptional brand
experience to loyal consumers.

4. What the slogan “Be Hero” indicates?

Customers become heroes through four essential steps in their storytelling and
emotion-sharing journeys: capture, creation, broadcast, and recognition. Capture is
what the cameras do as shooting pictures and videos. Creation is the editing and
production process that turns raw footage into compelling videos. Broadcast involves
distributing the video content to an audience. Recognition is the payoff for the
content creator. Recognition might come in the form of YouTube views or LIKES and
SHARES on Facebook. More probably, it’s the enthusiastic oohs and ahs that their
videos evoke from friends and family. The company’s slogan sums it up pretty well
the consumer’s deeper motivations: GoPro — Be a Hero.

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5. Which of the 4ps did the company focus on?
GoPro focused on the product,
Beyond a small, durable video camera camera is extremely tough and versatile. It
can capture high-quality video under almost any conditions. But ultimately,
the GoPro camera enables its fans to experience and document the adventures
that touch and thrill them. In turn, users deeply care about sharing these moments
with friends and fellow enthusiasts through social media channels, which has
only intensified their passion for the GoPro brand.

6. Did the company rely on segmentation?

Yes, the company relied on psychographic segmentation as it tries to look at the
consumers how they see themselves. GoPro categorizes the consumers by their values
such as family, adventurous and thrill seekers. GoPro pays attention to the
consumer’s psychographic factors as interests, options, attitudes and lifestyle.

Done by:
 Farah Mohamed Mahmoud Thabet
 Nada Ahmed Safwat Abdullah

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