Marketing Final Report Essay

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Gianpiero Bitetti

MARKETING REPORT

GoPro Cameras

Teacher: Frank Cremona Sydney TAFE, Ultimo Semester 2, 2014

17855 Marketing Certificate IV – Fast Track

Content

Introduction………………………………….…...…………………III
A bit of History……………………………………………………..III
Who we are and what we do…………………………...………..III
Our Believe……………………………………………….………..III

Analysis……………………………..………………………………IV
Review the current marketing activities……..…………...........IV
Review the success of these activities against the stated objectives……………………………………………………....…VI Proposed Changes………………………….………..……VII
Develop Marketing Objectives for the period…….…………..VII
Develop Marketing Strategies…………………….……………VII
Implementation timetable and identify resources……………...X

References………………………………….…………..……X
Appendix 1….……………………………….…………..…..XI

Marketing Report – Gianpiero Bitetti

II

Introduction

A bit of History
In early 2002, after his games promotion company, Fun Bug, had to shut down, Nick Woodman took off with his partner, to a surf tour in Southeast Asia.
The waves were amazing, but impossible to shoot by a normal camera.
Woodman started thinking, what if I make a wrist strap with a mechanism that pivots the camera out of the way while I'm surfing? After it he spent his rest of tour creating prototypes from old surf leashes. Back home there was just one problem: The straps worked fine but the technology didn't. In that moment he realized that every camera used would flood or break after a big wipeout, so it shouldn't be a strap company, but a camera company.

Who we are and what we do
GoPro Company produces the most versatile cameras in the world.

Our believe
GoPro allows you to capture and share the most exciting experiences of your life with others and celebrate them with them. So, one day in the mountains with friends is more valuable than a day in solitude: the sharing of experiences together makes our life more exciting.

Marketing Report – Gianpiero Bitetti

III

Analysis

1. Review the current marketing activities
a. Mission Statement
The camera company GoPro has become the leader of a new trend among businesses to market its product and build a brand through online videos.
Despite many companies in the industry are using creating viral videos to garner attention as a marketing strategy, no company is doing this better than
GoPro, which is releasing multiple videos every day after stumbling on a technique that leads to thousands of hours of free publicity a week.
The marketing campaign started with hiring professional stuntmen and extreme athletes to show off the capability of its small high-performance cameras, which GoPro markets as the "world's most versatile."
But it has now become a new trend that sees an estimated 6,000 videos shot with the unique camera every day — with people mentioning the company's cameras in hopes of becoming GoPro's next star.

b. Objectives
By involving its fans and increasing their desire of become famous, GoPro has built a loyal and engaged audience, aiming an improvement of visibility of the brand and a growth of sales.

c. Target group needs
Currently about 6,000 videos a day are posted on YouTube with the word
GoPro in its title or description, and the number of videos increased 60% in
2013 compared with the previous year. The total time of the GoPro videos span 2.8 years, YouTube reports.

Marketing Report – Gianpiero Bitetti

IV

About 100 hours' worth of videos are uploaded every minute. The trend continues to grow as GoPro reports the amount of video views on YouTube for its own generated videos has tripled in 2014 compared to the same time in
2013. Almost 100 of its videos have reached more than 1 million views. The videos include the
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