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Running head: TRENDS IN MARKETING COMMUNICATIONS1Trends in Marketing CommunicationsDavid ZapataMKT 498June 19th, 2017Heather Teague
2Trends in Marketing CommunicationsGoPro was founded in 2002 by Nicholas Woodman. GoPro is known for manufacturing the best action cameras with the abilities to be mounted onto just about anything. GoPro’s wearable cameras have become extremely popular. They have also developed a mobile app and video editing software. In 2002 GoPro’s target market was set for those who were into adventurous athletic sports. Today GoPro has expanded their target market. They have done so by studying consumer behavior, and following trends.Three TrendsWhen GoPro began to manufacture their first cameras it was targeted towards adventurous athletes who wanted to capture moments from their experience. The GoPro Hero is
3used to capture moments from skiing, surfing, scuba diving, sky diving and zip lining,just to name a few. Today GoPro has created the Hero to best suit families (while on vacation), athletes, scuba divers and those who part take in adventurous outdoor activities. The trends showed that regular consumers wanted to purchase a GoPro Hero to use during vacations or other hobbies, not just for athletes, but for the averageconsumer who participates in outdoor activities. This figure shows how consumers used a GoPro to use for that perfect picture from within the Christmas Tree. Trends show that consumer’s use these camera shots as a way to capture a better picture without the use of a professional or a cell phone. As stated earlier GoPro’s target market has expanded and continues to expand.With the advancement in technology GoPro has dedicated time to focus on enhancing the Hero with better high quality features. In order to enhance these features prices will have to vary. GoPro has set affordable prices for the Hero in order to broaden their potential target market as well as raise customer retention. With technology advancing rapidly it is often that cameras become outdated within a matter of months.