This market is an important one for GoPro to continue to meet the needs of

This market is an important one for gopro to continue

This preview shows page 23 - 26 out of 55 pages.

important one for GoPro to continue to meet the needs of because law enforcement will always need to document interactions.Positioning, Competition, and BrandingAccording to Kotler & Keller (2016), positioning is “the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market” (p.x). To do this, GoPro must identify which market they are developing this statement for. GoPro’s marketing strategy is to identify consumers that would find their products useful and promote how easy it is to create stunning content (Keller, 2017) This method of drawing consumers in hasled to success as more consumers invest in the products with the release of each new product.
Background image
Running Head: Marketing Management Group Project: GoPro Hero 8 – Final SubmissionThe content posted has helped GoPro develop positive associations with their name and perception, giving them a selective place in the market (Kotler and Keller, 2016). When developing their positioning statement, it is important to consider the things that consumers will use to develop their opinions about the product. “The major bases used for consumer culture positioning are language, aesthetic styles, and story themes” (Gammoh, Koh, & Okoroafo, 2011, p.48). For this response, aesthetic styles are not of concern, however, when marketing this statement globally, presenting it in an aesthetically pleasing way would be of utmost importance. To use language that will draw in potential consumers and story themes to keep them interested, GoPro has taken the approach of using their current consumers' media to position themselves in their market (Dillon, n.d.). This has been termed ‘user-generated content’.GoPro takes what its users have created through their own lives and experiences and uses those to market themselves and create a specific position for themselves in the market. All matters considered the positioning statement would be the following:“The GoPro is designed for consumers who want to test the limits of what is thought to be possible. It is created for people who want to create media unlike anything before. It is engineered to have the highest quality components while being portable, almost weightless, and versatile for all different adventures. The GoPro’s ability to capture life as it happens is unmatched by other cameras of its types and will continue to evolve to be ahead of the game.”Since the inception of the original GoPro Hero, each new generation of action camera hasbeen released with features that have matched competitors’ cameras and that have stepped furtherinto undiscovered technology and offerings the market never knew existed. The NASDAQ.com article titled GoPro Dominates Do-It-Yourself Action Video Industry (2014) writes “The 12-year-old company (GoPro) pioneered and remains the standout in the miniature, mountable high-
Background image
Running Head: Marketing Management Group Project: GoPro Hero 8 – Final Submissiondefinition video camera market. "GoPro is the inventor of this market and the competition has
Background image
Image of page 26

You've reached the end of your free preview.

Want to read all 55 pages?

  • Spring '12
  • n/a

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture