Made by: Anastasiya Kalesnikovich

GoPro Marketing
Strategy Analysis
 About the Company
GoPro, Inc. is an American technology
company founded in 2002 by Nick
Woodman. It manufactures action cameras
and develops its own mobile apps and
video-editing software. Founded as
Woodman Labs, Inc, the company
eventually focused on the connected sports
genre, developing its line of action cameras
and, later, video editing software.

GoPro's creates high brand recognition by

offering the highest quality live-action
camera, which is trusted by filmmakers and
athletes all over the world and they have a
surging fan base due to their outstanding
success in sports.
External Environment
Analysis
Action cameras offer a first-person view, making users' adventures feel immersive.
01
Their small size and POV feature encourage sharing on social media.

Factors driving growth: increased use of gadgets, extreme sports, festival attendance,
02
social media sharing, and consumer electronics growth.

Despite affordable smartphones with advanced features, action cameras' high price
03 may hinder growth. However, market players are introducing low-cost, rugged
options.

Wi-Fi, Bluetooth connectivity, 4K resolution recording, and travel activities boost

04
demand for action cameras.

The COVID-19 pandemic impacted the global action camera market, with low
05 adoption rates in Q1-Q2 2020 due to restrictions. Production halted and sales
declined due to lockdowns and recreational activity cessations.
 Technological Environmental
Wider range of
advancements sustainability
cutomers
Action priority focus

Camera
Improving
Market Growing interest
integration with
Built-in live
in 360-degree streaming
Trends action cameras
smartphones and
other devices.
capabilities
 PESTLE-Analysis
01 Political 02 Economic
trade regulations & tariffs labour costs and income level
related to consumer exchange rates
goods inflation, interest and
wage legislation unemployment rates
pricing regulations skill level of workforce in
tax policy photographic equipment &
supplies industry

03 Social 04 Technological
leisure interests investment in research and
demographic trends development
culture emergence of new devices
health consciousness technological diffusion rate
social media use

05 Legal 06 Environmental
health & safety law weather
anti-discrimination laws climate change
employment laws legislation on
product safety environmental protection
requirements
Target audience
analysis
Demographic Profile

MEN AND WOMEN BETWEEN THE

AGES OF 18 AND 35

PEOPLE WITH MIDDLE- AND HIGH-

INCOME LEVELS

GOPRO PRODUCTS ARE POPULAR WORLDWIDE,

ESPECIALLY IN DEVELOPED COUNTRIES

Psychological Profile

GOPRO'S TARGET AUDIENCE INCLUDES PEOPLE

WHO ARE PASSIONATE ABOUT EXTREME SPORTS,
OUTDOOR ACTIVITIES AND TRAVEL, AND WANT TO
CAPTURE AND SHARE THEIR UNIQUE MOMENTS
WITH OTHERS
Target audience
segmentation
Extreme athletes
People who are active in extreme sports such as surfing,
snowboarding, skateboarding, etc.

Travelers and hikers

People who travel frequently and want to capture their
adventures

Content creators
Bloggers, vloggers and other content creators who use
video for their platforms and social media

Active families
Families with active lifestyles who use cameras to record
family holidays and outdoor activities

Professionals
People who use GoPro cameras for professional purposes
such as capturing sporting events, underwater
photography, etc.
 SWOT-analysis

Strengths Weaknesses
STRONG BRAND RECOGNITION LOW R&D EXPENDITURE
INNOVATIVE PRODUCT OFFERINGS HIGH-PRICED PRODUCTS
LOYAL CUSTOMER BASE LACK OF DIVERSE PRODUCT LINES
LARGEST MARKET SHARE IN THE MARKET DEPENDENCE ON THIRD-PARTY VENDORS
OF ACTION CAMERAS
HIGH-QUALITY AND DURABILITY
PRODUCTS

Opportunities Threats
EXPANSION OF PHYSICAL STORES IN GLOBAL RECESSION
SOUTH ASIAN MARKET HIGH COMPETITION
EXPANSION INTO NEW MARKETS (E.G. THE CAMERA AND FILM INDUSTRY IS
DRONE MARKET) SLOWLY DECLINING
INCREASE OF R&D EXPENDITURE EVOLVING CONSUMER PREFERENCES
DEVELOPING PARTNERSHIPS
 Marketing Mix (4P)
Product
GoPro is a portable, shockproof, and waterproof action
camera that shoots in full HD. It's small and durable,
making it perfect for action and adventure sports.

Price
GoPro's prices vary depending on the model, with an
average price around €400. Accessories like memory
cards and mounting devices are not included.

Place
GoPro products are available on their website and
electronic carrier stores.

Promotion
GoPro uses social media and user-generated content to
promote their brand. They encourage customers to
share their own videos and photos, which they then
share on social media.
In 2015 the film Hardcore was released. This
sci-fi action film was shot in first person by
Russian director Ilya Naishuller. The creators
used GoPro cameras throughout the film to
tell the story through the eyes of the main
character.
Partnership with RedBull
User-generated content
Having realised the importance of UGC, GoPro has
fully integrated it into its strategy. Founded in 2015,
the GoPro Awards programme encourages users to
submit high-quality action content in exchange for
cash prizes, equipment and global exposure.

UGC
 Conclusion
GoPro's success lies in its ability to capture
unique perspectives and storytelling. By
leveraging user-generated content, active
social media engagement, and influential
partnerships, the brand has created a
community-driven ecosystem that fosters
a sense of belonging among users. This
strategy has propelled GoPro to
dominance in the action camera market,
making it more than just a camera
company - it's a lifestyle and a testament
to capturing life's thrilling moments.
Thank You