IMC Part 2.docx - IMC Analysis GoPro 1 The Integrated...

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IMC Analysis: GoPro 1 The Integrated Marketing Communication Analysis of GoPro Devon Smith STCO – 658 3/6/2020
IMC Analysis: GoPro 2 Executive Summary The combination of marketing and promotion tools, beyond traditional advertising, has become popular. With areas like sales promotions and public relations growing, coordinating all a company’s communications is called integrated marketing communications or IMC (Belch & Belch, 2018). This academic paper will analyze the strategy of GoPro’s, the action camera company, integrated marketing approach. Analyzing GoPro’s IMC strategy, strengths, weaknesses, opportunities, threats, and target audience. The integrated marketing communication strategy for GoPro’s organization is to share a product that can record memories and achievements. The marketing team at GoPro have created an organic buzz through social media. The company realized using content created by is customers continued to strengthen the relationship with its followers. However, GoPro needed to expand the market it was targeted. GoPro specializes in camera equipment allowing its users to capture activities. The product’s durability and size caught the attention of the most extreme sport participants. Skateboarding, surfing, snowboarding, motocross, and mountain biking are examples of the audience attracted to GoPro’s product. This target audience grew to any activity needing a camera to capture point-of-view video without getting in the way; an example of additional consumers are firefighters. Along with a focused target audience, GoPro’s marketing strengths include creative strategy and tactics, visual appeals, and promotional tactics. The weaknesses of this company are pricing and product expansion. GoPro has a product that has been durable and produces high quality video; however, the it can get expensive buying the camera and accessories needed to protect the camera. GoPro also serves a niche market and that makes it hard to expand products and into other markets.
IMC Analysis: GoPro 3 Attacking weaknesses is where opportunities are. One of GoPro’s biggest opportunities is solidifying affiliation with costumers already in the market. GoPro had success within its market adding products like drones. Another opportunity is creating a more dedicated space for the GoPro user community. Lastly, is the threat of competition. Competition in pricing; GoPro is susceptible low-price competitors. Other big-name and start up brands are also attempting to make small, action friendly cameras. Established brands like Polaroid and lesser known brands like Garmin and Veho have very similar products available, not to mention brands like Apple always looking to expand into different markets. Introduction Marketing and promotion have changed from its heavy reliance on mass media.

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