This segment is motivated by individuality and looks

This preview shows page 3 - 5 out of 6 pages.

This segment is motivated by individuality and looks for a product that presents itself as a custom fit for its needs and events.Meanwhile, the Family-Oriented Segment is looking for a product that can enhance their everyday experience. They want a product that acknowledges the fact that their everyday life has its routine, and may seem mundane to outsiders, but to them yields high satisfaction. This segment enjoys capturing life’s little everyday moments, and desires a company that acknowledges their focus on anything and everything being special, and can also offer a unique perspective on the capture of it. They are motivated by their family’s enjoyment and need a product that is versatile enough to keep every member captivated and involved in each other’s activities. This segment is currently focused on the traditional, but millennial parents enjoy updates in technology and look to implement it to best suit their needs and lifestyles to the fullest extent. They are also avid social media users, and enjoy uploading all sorts of content highlighting their family’s successes and adventures, and enjoy product that are able to enhancethis hobby of theirs. Key Benefits & AttributesWithin the Adventurist Segment, a key product quality to highlight would be GoPro’s new live-streaming capabilities. This would draw upon their desire to capture every moment of their excitement and their love of media sharing. This helps to differentiate GoPro from other wearable action cameras, since it is one of the only of these products to offer this application within its own marketing mix, rather than requiring third party software. This also ties into highlighting GoPro’s updated and integrated, more user friendly editing and uploading app. This aspect as proven to be a strong selling point for this consumer segment and highlighting the
GoPro app’s ability to do both simultaneously will be a big selling point for these consumers. While most all other wearable cameras also have editing software, GoPro sponsors its software by being integrated with the products directly, so there’s less hassle to transfer content betweenthe camera to the software to social media upload. This target segment would also be intrigued by the promotion of GoPro’s durability and versatility, proving it can help them enjoy both their beach adventures and their winter sports, without requiring separate products to transition between the climates and already come provided with built-in protection from the elements or human error mishaps. GoPro can also draw on this user’s desire for uniqueness by promoting itsnew drone as an extension of the wearable camera, to capture the adventure from a unique perspective. This product also helps differentiate GoPro from its competition in the market, as itis the first to integrate this product line into its marketing mix. The drone will become the extension of the wearable camera, and promotion of integration between the two’s content willhelp GoPro’s sales.

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture