consumer interest, it can be very difficult to gain much channel acceptance and support, and vice versa for that matter.” (p.492). GoPro is the pioneer in this industry so naturally the name has built popularity and developeda reputation for quality over time. GoPro Hero often run sales that promote excitement. $50 off
Running Head: Marketing Management Group Project: GoPro Hero 8 – Final Submissionyour next GoPro, 50% off accessories, etc. (GoPro, 2019). This is where GoPro Hero utilizes the pull strategy. One way Go Pro utilizes the push strategy is when initial product was released to the public at cheaper price than the current GoPro Hero. In order to generate more customer traffic.Promotion and Social ResponsibilityAccording to Kotler & Keller (2016) “The American Marketing Association defines integrated marketing communications (IMC)as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time” (p. 577). The goal of this planning process isto ensure the brand is being communicated clearly, consistently, and in a way that maximizes its efficacy. “With the multiplication of media channels in the late twentieth and early twenty-first century, the integration and coordination of different messages aiming to portray a single and unique image to all stakeholder groups have become both more important and more difficult to achieve” (Kitchen & Burgmann, 2010). In modern times, there are various ways for consumers to view media and advertising. It is important to have a specific strategy to ensure all consumers are receiving the message you want them to get. This becomes even more critical when evaluating the internet as a marketing platform. While some companies may stay away from online advertising, sticking to more traditional marketing methods, the internet is becoming a platform to reach millions of consumers, at a relatively low cost. Gurău (2008) claims that in order to apply IMC principles, the internet is a requirement for companies. Based on the eight characteristics listed by Kotler & Keller (2016), GoPro uses three consistently. GoPro uses standard advertising for their products. They utilize paid promotions to target their widespread audience. Secondly, GoPro hosts events and experiences to lure in their
Running Head: Marketing Management Group Project: GoPro Hero 8 – Final Submissiontarget consumers. The biggest of these events is the ‘GoPro Mountain Games’. According to the Mountain Games website, this is a 3-day long event hosting 11 disciplines and more than 30 competitions testing the strength and mental toughness of competitors. In addition to these competitions, there are also a variety of vendors, athletes, and sponsors present to host side-events for spectators. This gives GoPro a much larger audience in which to market their products. Third, GoPro’s largest, and arguably most successful component of IMC, is online and social media marketing. GoPro uses user-generated content for most of their social media posts.
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