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About GoPro
Founder & CEO: Nick Woodman
Headquarters:
San Mateo, California,
USA
Lightweight camcorders mountable on vehicles
Objective
To create a buzz about the brand
To achieve top awareness
To increase reach by 65% and frequency by 40%
WeaknessInnovative, Quality
Versatile & Brand Name
StrengthLow Market Penetration
Integration into Media,Potential Market
ThreatIncrease competition,
Expensive
SWOT
Opportunity
Strategy
USP-
Captures high speed HD motion pictures Brand Image-
“Capture and Share your world.” Position-
“Miniature” camera
Target Audience
Demographic Region: Metro Cities
(Mumbai, Bangalore, Delhi and Kolkata) Gender: Male/Female Age: 18-35 Qualification: Graduate/ Post
Graduate Occupation: Photographer, Traveler,
Sportsman. SEC: A1, A2 , B1
Target Audience
Psychographic: Consumers having same pattern of
planning their vacation. They refer to blogs, v logs, magazines
and guides. Likeability to better deals They are happy to share their
documented memories with others
Campaign Idea
#Beat the fear
PAN India Social Media contest Microsite
Online Psychometric test Execution
Capture experience, share moments
60 sec TVC: Montages,
Testimonies of each participant
Duration
The Campaign will launch on the first quarter of the year.
Campaign will be of three months
Media
Print Media: Outlook Business & Outlook Traveler
Broadcast Media: Discovery channel, Nat Geo Adventure, MTV
Billboard: Near Airports, Adventure Sports Places
Social Media