Marketing assignment
Chapter 10: GoPro Video Case http://www.viddler.com/embed/bc9e993

Synopsis

This case describes the new product development process at GoPro, Inc., a producer of action cameras and video-editing software. The company’s product line includes a variety of cameras, mounts, apparel, a drone, and a 360 degree six-camera array which are sold through retailers such as REI, Best Buy, Target, and on the GoPro website. The company founder, Nick Woodman, was inspired by his passion for surfing and an interest in capturing quality photos of his surfing experiences. As Nick explains, “enabling you to share your life through incredible photos and videos is what we do.”

Answer the following questions after watching the video case (click the web-link to view).

1. What are the points of difference, or unique attributes, for GoPro products?

2. What are GoPro’s primary target market/s?

3. The new product development process at GoPro follows a sequence of steps to ensure that they have the best product mix for the marketplace. The steps are very similar to the stages described in Chapter 10. Describe the new product development process used at GoPro:

a. New-Product Strategy Development.

b. Idea Generation

c. Screening and Evaluation.

d. Business Analysis

e. Development.

f. Market Testing.

g. Commercialization.

4. A brand personality is a set of human characteristics associated with a brand name that successful and established brands take on. Consumers often assign personality traits to products – traditional, romantic, rebellious, etc. or choose brands that are consistent with their own or desired self-image. Marketers would follow-up to provide a brand with a personality through advertising that depicts a certain user or usage situation and conveys certain emotions or feelings to be associated with the brand. Search the internet for a brand of a product that has its own unique personality and describe its personality traits accordingly. (Please do not use examples that were already provided or mentioned in class, e.g. Haley Davison, Nike, etc.)