Being very specific in segmenting their potential customers is very crucial play by thecompany. Its done step by step , the first target when they released the product is on atheletesand sports. They did their first commercial on Youtube Chanel with a hits of 8 millions viewon 15 October 2010. The videos was about sports footage such as snowboarding,skate,motorcross,car racing and also surfing. This obviously they target the sports enthusiast andfanbases at the first place. The sports in their first video was categorically an extreme sports.Their intention is to promote that their product uniqueness and to show the world is evolve intechnology.What’s make GoPro so special among the sports enthusiasts is they can really sharetheir experiences with the world in first person view. This makes them feel appreciated byshowing off what did they do is really hard and show how much their passion in extremesports. GoPro did position their product is the most versatile camera ever by showing that theworld their product is very highly durable and yet, produce the most sharp-edged picture andvideo with 4K quality and 30 fps (frame per second). Succesfuly, it created a users-generatedmarketing mix by let the users share their video on GoPro Youtube Chanel. Phase by phase, GoPro know that they had to reach the intimate level and target theirmarket at lower level. The next segment they had created is to target at the young generation.They did promote their product at teenagers by producing a quality video about the teenagersinterest. As an example, they did a collaboration with streets skaters member at Barcelonaand their filming crew did record the skaters skating just to gain the young people attention ofhaving a GoPro and produce a cool video of themselves. Creatively, GoPro segmented theirmarket based on the psychographic factor.
17They target the people’s idea, experiences, interests, lifestyles and even attitudes justto meet the more intimate level. Beside, travelling is quite trending nowadays. Since then,GoPro grab the advantages by focus on people who likes to travel. They idea of the drone isbased on the tavelling idea. It brings the idea of getting a view from 50 metres top above andhow is it look like from top. It brings the attention to others countries by making a beautifulvideo which persuade the travellers travel to the place. GoPro had unlimited idea since theyhad created the Youtube Chanel which let the users upload their video on their chanel. Thiswill make them see and spot their advantages, opportunity, weakness and strength which willbring them more closer to their goals.In order to make sure that every single person in the world know GoPro, they thenfocused on their next segment which seem more serious level. They focus on the professionalused for example in the medical field, the public safety field and security. In the medicalused, the did give a try in surgery field that used their modified camera to help the surgeon. InUniversity of Stanford, they did use the GoPro camera in surgical training. The feedback by
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