Marketing Case Study - Go Pro
Added on 2020-09-17
8 Pages2073 Words136 Views
Marketing case study for go prousing consumer behaviourtheory
Table of ContentsINTRODUCTION...........................................................................................................................1Background of campaign.................................................................................................................1Main Body.......................................................................................................................................2Self-image congruence................................................................................................................2Big Five Model...........................................................................................................................3Social personality factors............................................................................................................4CONCLUSION................................................................................................................................5REFERENCES................................................................................................................................6
INTRODUCTIONConsumer behaviour is an important study of groups and individual which may help afirm in making or manufacturing products and services according to their prospectives. This willaid in increasing profitability level of the company at market place (Amin, Abdul-Rahman andAbdul Razak, 2014). Present case study is going to include organisation named as GoPro thatmanufactures electronic products like action camera, Video editing software and Mobile app.Manufacturing is being done of products with keeping an eye on perspectives and behaviour ofconsumers. Mostly they target customers who likes to live an adventures life. Background of campaignGoPro is US based company which is known for making as well as manufacturing worldfamous camera. This firm founded by Nick Woodman in 2002 in which they famous forcapturing footage of all the extreme moments. “Be a hero” is a campaign which was created in2017 by GoPro in order to grab attention of consumers in ample number so that their sales canget enhanced. Basically, this firm target 14-40 age group of Men and Women in over the world.Along with this, they also target businesses which requiring best and innovative ways of filming.In this, “be a hero” is slogan of GoPro in which they promote their message of 'personalheroism'. Furthermore, in which customers feel professional to itself. In addition of this, GoProhas managed to grab most of market share with the percentage of 47.5 by producing qualityaction cameras. Their cameras are mostly being liked or purchased by people who are filled withpassion. Furthermore, they also allow their customers to make part of marketing campaigns partby motivating as well as influencing them to buy its cameras. Mostly, GoPro's tag line is “Be a Hero” which directly connects them with targetedconsumers and in promotional campaigns they organises various sports and adventures events inwhich willing customers can take part. Along with this, there are various famous athletes thatsupports GoPro and are brand ambassadors that are helping organisation in promotional activities(East and et. al., 2016). Long bike rides or other adventurous sports are mostly like by Men andWomen and they are the people who gets attracted with action cameras which has been made ormanufactured by them.1
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Integrated Marketing Communications Analysis of GoProlg...
|10
|2688
|36
Digital Marketing Plan for Nikelg...
|8
|2074
|86
Creative Brief: Bubble Gum Interactive Application 2022lg...
|5
|1913
|18
Integrated Marketing Communication PDFlg...
|11
|2780
|316
Promotional Content for Funding and Placinglg...
|12
|711
|44
Identify Marketing Strategylg...
|17
|5145
|72