GoPro: Analysis of Integrated Marketing Communication Strategies

This report examines GoPro's marketing communication strategies, focusing on integrated marketing communication. It begins with an introduction to marketing communication and its importance, particularly for a company like GoPro, which specializes in action cameras. The report then discusses various marketing channels, categorizing them into personal and non-personal communication channels, and analyzes GoPro's use of each channel, including social media, face-to-face marketing, and display media. The report also outlines communication objectives for GoPro, emphasizing the use of SMART objectives to achieve marketing goals in a competitive market. The report further provides a marketing communication plan tailored to GoPro, including an evaluation of the plan's effectiveness. Overall, the report offers insights into how GoPro uses marketing to reach its target audience and maintain its brand value, while addressing the challenges of a competitive market.

Integrated Marketing
Communications

Table of Contents
INTRODUCTION.......................................................................................................................................3
Part 1...........................................................................................................................................................3
Discuss the different marketing channels and need for integrated marketing communications...................3
Various types of marketing communication channels.................................................................................4
Discuss communication objectives for a organization situation...................................................................7
Justification for selection and integration of communication channels........................................................9
Part B...........................................................................................................................................................9
Marketing, communication plan that effectively meets communication objectives.....................................9
Evaluation of the marketing communication plan.....................................................................................14
CONCLUSION.........................................................................................................................................15
REFERENCES..........................................................................................................................................16

INTRODUCTION
Marketing communication is defined process of making consumer aware of goods and
services using various techniques. This process helps business to increase their brand value and
profitability. It helps business to communicate a message about their their brand or product and
services in order to make their consumer aware of their product and increase their productivity, it
is also help in increasing customer base across the city. The main objective of marketing
communication is to create and increase the demand for product and services among the targeted
customers and also to enhance the brand image. In this report GoPro Sports Camera Company is
taken as the base company. The GoPro sports Camera Company is an American company
founded in 2002 by Nick woodman. The company manufactures its own camera the main focus
of the company is mainly connecting the sports genre by manufacturing its action cameras. In
this report covers the various marketing channels and need for integrated marketing
communication to make consumer aware of the product and services also the various
communication objectives for a mentioned organizational situation. In addition to this the
analysis or the justification for the selection and integration of various communications is also
highlighted in this report. Furthermore the marketing communication plan which helps in
meeting communication plan is also explained also proper evaluation of marketing
communication plan is also done.
Part 1
Discuss the different marketing channels and need for integrated marketing
communications
Marketing communication plays an important role in informing consumer aware of the
product and services, integrated marketing communication helps business to transfer their
marketing message to the targeted audience using various marketing communication channels
(Blakeman, 2018). The main aim of integrated marketing communication channel is to ensure
continuous flow of important communication between buyer and seller and effective use of
communication channels in order to enhance their productivity and profitability (Chaffey and

Smith, 2017). In context to GoPro sports Camera Company, marketing communication plays an
important role in smooth flow of communication between the company and their potential
customers, it helps in advertising their products in the market, the marketing manager of the
company makes sure that large number of customer base is attracted towards their brand, the
main focus of the company’s marketing manager is to enhance company’s productivity and
productivity. There are various type of marketing communication channels available which can
helps company in achieving communication objectives.
Various types of marketing communication channels
Marketing communications channels is a method though the company communicates
with their potential customers about their product and services and increases their brand value,
this function helps in building brand image and improving customer relationships. Marketing
communication is one of the most effective ways to increase sales of the company and to convert
potential customers into the final customers. Various type of marketing communication channels
in context to the chosen company are as follow:
Personal communication channels: It is defined as the process of connecting with two
or more persons directly, face to face, person to person using various methods like telephone,
email. Personal communication channels helps in interacting with individuals directly, it allows
direct flow of communication. The various personal communications channels in context to the
company are as follow:
Face to face marketing: This process involves where the product and services is directly
marketed to the customers, it is the process of making consumer aware of the product and
services and making them aware of the brand value directly (Dolan and Goodman, 2017). This
type of marketing channel helps in building strong relationship between the business and their
customers and also this type of marketing communication channel helps in getting direct
feedback from the customers then accordingly they can fulfill their needs and requirements. In
context to the GroPro Sports camera company can use this method to directly connect with their
customers.

On the phone marketing: This is the type of marketing communication channel where
the marketing manager communicates with their customers with the use of smart phone (Englund
and et. al., 2020). With the growing use of technology this type of communication channel is
becoming more and more convenient for both the parties to involve in the marketing activities as
use of Smartphone provides flexibility for marketer to promote their their brand among their
targeted audience more conviently. In context to the chosen, company has their mobile
application which allows marketer to communicate their marketing objectives to the audience
and customers can easily get informed about their products using their mobile application.
From the above discussion it is analyzed that company has their own mobile application
which allows customers to directly connect with the company, company is actively involved in
the phone marketing to increase their sale. Using face to face marketing help company to build
personal relationship with their potential customers.
Non personal communication channels: This type of marketing communication
channel involves transfer of marketing message from seller to buyer in order to make them
informed about the brand and enhance their productivity and profitability without any personal
contact between both the parties. The different type of non personal communication channels
involves online media and display media in detailed explained below:
Online marketing communication: One of the most commonly used non personal forms
of marketing communication channel is online marketing communication channel (Hongcharu,
2017). Under this form of marketing communication channel the marketing manager uses
various online tools like email, company website, and online social networks to create their
brand awareness and to make consumer informed about their product and services. In context to
GoPro Sports camera company, they are mainly focusing on direct to consumer marketing
strategy which is their top social marketing strength also enhancing their profitability. Company
is effectively using different social media accounts like Instagram, face book, YouTube and
twitter actively in order to directly interact with customers. With growing popularity of social
media company over the last one year company has gained more than 1.5 million new social
followers maintaining their growth on the Instagram. Company allows its customers to post their
reviews and company related contents on their social media accounts in order to increase their
brand awareness and also to increase their sales.

Display media marketing: It is the process of marketing company’s product and services
using tools like billboards, signs and posters. This type of marketing channel is mainly used to
cover large area of audience, using this methods helps marketing manager to inform large
number of audience about the product and services (Kerr and Kelly, 2017). In context to the
chosen company, billboard is mainly used as the marketing channel. Billboard is a big outdoor
form of promotional activity used across the city where number of audience can be targeted by
the company. GoPro Sports Company is using billboards across the city to make their target
customers informed about the product and services. Display media marketing communication
channel is an expensive promotional activity as using billboards across the city involves huge
cost for the marketing manager. Even though it is an effective tools of marketing Channel
Company can use use posters and signs across the city to enhance their productivity and
profitability.
Broadcast media marketing: Another type of online marketing communication channel
is broadcast media marketing this type of marketing involves making consumer aware of the
products and services using marketing communication tools like television and radio (Krasyuk
and et. al., 2017). It is one of the most commonly used forms of marketing communication tool
used by the company. In context to the GoPro sports camera, company is not actively using this
type of marketing communication channel as with growing use of social media Technology
Company is more involved in the social media marketing rather than on broadcast media
marketing. Also this type of marketing communication channel requires huge amount cost and
efforts to be carried and also they does not involve any kind of direct response from the
customer’s side.
From the above discussion it is analyzed that company is effectively using online
marketing communication channels, company is actively present on various social media
platforms like Instagram, Face book, Twitter and Youtube in order to directly connect with their
customers. With growing use of social media technology company is not actively engaged in the
broadcast media marketing which can help company to cover large area of customers. Effective
use of non personal communication can help company to enhance their productivity and
productivity effectively and efficiently.

Discuss communication objectives for a organization situation
The integrated marketing communication is defined as the process of making consumer
informed about the product and services using various services also to increase the brand value
(Luxton, Reid and Mavondo, 2017). Integrated marketing communication is one of the most
effective marketing tools used by the marketing manager in order to promote their product and
services. In context to GoPro sports Camera Company is using communication plan to inform
their potential customers about their product and services.
Business situation
GoPro sports camera is one of the top American company manufacturing action cameras,
the main focus of the company is to unite the sports variety and developing its line of various
action cameras. The company aims at proving the best quality action cameras to its customers
and satisfies their needs and requirements. The company carefully evaluates the market and
needs of its customers and various takes corrective actions in order to satisfy their needs and
wants. With the increasing competition in the market place company can face competitive
disadvantage in the marketplace which will reduce their efficiency and productivity and will also
reduce their productivity. One of the biggest competition company can face is from its
competitors like canon company, Leica camera, Sony, Samsung electronics and Power vision
technology group and so on. Due to increasing competition, profitability of the company can be
reduced. So in order to maintain their profitability company can use various strategies can
develop a proper communication plan. The communication plan helps business in achieving g
communication objectives of the business.
Communication objectives:
GoPro camera company main objective is to communicate with their customers about
their product and services, company is actively involved in social media marketing, the main
objective of the company is to effectively communicate their marketing objectives to their target
audience smoothly using advance technology, creative marketing communication ideas and
through effective channels. The main focus of the company is to increase their productivity and
profitability. In order to communicate their communication objectives company can use SMART
objectives, SMART is an acronym for specific, measurable, achievable, relevant and time bound.

These objectives help company to carefully evaluate and measure their goals and objectives
effectively and efficiently. In context to the company, using SMART objectives can help them in
increasing their sales and also improving their performance. In detail the SMART objectives are
explained below:
SMART objectives
Specific: The specific objectives is defined as the process of specifying the objectives
clearly and specifically, the main focus under this category is to clearly specify what is needed
stated by the marketing manager ( Mogaji and Yoon, 2019). It is defined as the process of clearly
defining what is needed, it is evidently specifying what objective needed to be attained by the
company.
Measurable: The next step is measurable, once the objective is specified then it should
be carefully monitored, under this step marketing manager carefully analyze the situation and
then monitors the progress. It includes measuring the progress and also analyzing when the goals
has to be attained, marketing manager continuously measures customers satisfactions, and level
of competition present in the marketplace.
Achievable: Under this step the marketing manager ensures the use of various marketing
communication strategies in order to achieve objectives, it includes effective use various
marketing tools so that the objectives can be achieved effectively and efficiently.
Relevant: This step includes the process of concentrating on results instead of ways of
achieving them (Olomu, 2019). Under this marketing manger focuses on the outcomes of the
situation rather than how the situation was carried out. Outcome of the achieved objectives is
given majority of focus under this step.
Time bound: The last step is time bound. This step defines under what time period the
result will be achieved by the organization, the marketing manger carefully outlines the total
time frame under which the desired results will be achieved by the company.

Justification for selection and integration of communication channels.
In order to communicate marketing objectives to the target audience, various
communication channels can be used by marketing manager of the company. Some justification
for the selection and integration of communication channels are as follow:
 It is analyzed that company is that company is using face to face marketing
communication channel more effectively, using this method can help company to
build strong personal relationship with their targeted customer also will help
company to directly connect with their customers.
 Also company needs to effectively use their display media marketing as it will
help them in covering mass customer areas across the city also increasing their
customer base outside the city (Pato and Kastenholz, 2017).
 It is analyzed that the main focus of the company is direct to consumer marketing,
so in order to continue to gain competitive advantage company needs to maintain
their social media marketing game strong and competitive.
 Effective use of personal communication channels allows company to directly
interact with their customers and build a strong relationship with them.
 Also another encouraging thing for the company to use personal communication
channels is that it will allow company to get direct feedback from the customers
about the product and services and can accordingly fulfill their needs and
requirements.
 It is also justified that company needs to focus more on the non personal
communication channels such as online marketing communication with growing
social media user company can increase their customers base.
Part B
Marketing, communication plan that effectively meets communication
objectives
Marketing communication plan is a strategy which used in communicating the message
and information about the goods and services with the target audience (Repovienė, 2017).

Organization activities starts from business plan which leads in making of marketing plan, the
developing marketing communication plan and finally the communication plan. Marketing plan
is considered as the starting point of the marketing communication as it helps in identifying the
resources to achieve goals of marketing and communication plan describes the reason for the
involvement. It includes a detailed planning to create awareness of the product and service which
enhance their productivity (Rowles, 2017). Marketing communication plan helps in maintaining
the brand image of the organization on every channel and drives the business growth by
delivering value to their potential customers. It also tells provide customers a reason to buy from
the organization. It ensures that communications are measurable which helps in describing the
success of the organization. The main aim of creating marketing communication plan by the
market manager is to create awareness about the product to the people. In context to the selected
organization, they are planning to launch a new product in the market and its marketing
communication plan is mentioned below-
Step1:
Objectives: It is important for every organization to make plan for achieving goals and
objectives and the strategies to attain those goals. The firm can apply SMART objectives which
help in building their brand and its image in people’s mind. It also allows managers and
employees to create, track and accomplish short term and long term goals for improving
performance, increasing productivity as well as profitability (Šerić, 2017). The marketing
manager creates a marketing communication plan and their objective is to increase awareness
about the launch of the organization’s collection and it also helps in increasing the customer
base. In context to the selected organization, the SMART objectives are mentioned below-
 Specific: It is use to ensure that objective and goals of an organization is clear. Unclear
objectives can lead to disaster in the organization and decrease on the productivity. The
objective should be specific and stretching. The selected company is planning to increase
its sales by 15 % using marketing communication strategy for the new launch product.
 Measurable: It includes selecting what will be measured for improving the progress and
knows when the goals have been attained. GoPro measure its customer satisfaction and
the level of competitors that are currently present in the market.

 Achievable: It includes use of carious marketing communication strategies to achieve the
objectives and goals (Taecharungroj, 2017). The selected organization targets their
audience by using various communication tools that helps in delivering information to the
people.
 Relevant: For defining relevant goals, it is required to measure the scope of the potential
associate within the organization. Relevant goals can only be achieved if everything is in
right place and using resources that are going to help in achieving the goals. GoPro
cameras are popular among people which help in increasing of sales of the products by
15%.
 Time bound: It is considered as the most important factor as the objectives should be
achievable with in a stipulated time period. The development of schedule helps in
completing the goals within given time. In reference to the selected organization, they
offer a wide range of products that are easy to use and they are hassle free. The newly
launched product has tag lines “MORE RESOLUTION” and “MORE EVERTHING”
which represents some certain up gradation in resolution of the camera and their target
audience are professional or leisure athletes, travelers and photographers.
Step2:
Communication channel: Communication channel refers to a medium in which the information
is share from sender to receiver. The aim of marketing communication plan is to make sure that
the audience can be informed about the products that they have and also they are going to launch.
GoPro uses different type of communication channels for providing information and details to
their audience about their company and its products. The company uses social media marketing
to cater a pool of people such as youtube which enables them to post their video about their
camera and it’s working. The video made my GoPro camera are posted on social media so that
people can identify the quality that they are offering. They also use posters and billboards for
representing the information about the products which can be easily attract the customers. The
company uses direct to consumer approach in which they sell their product directly to the
customer without using any third party or middlemen. Many people who are using GoPro
cameras post and advertise about their cameras which enable other person to know about the
product.

Step3:
The message source: The message and information provided to the customers through different
platforms create impact on targeted audience for their purchase (Tandoh, 2020). The company
mainly advertises through social media which helps in catering a pool of people. They also try to
connect many influencers on social media which helps in advertisement of their product.
Influencers on social media had a good number of followers that can easily capture the attention
of people and also helps in creating brand image in the market. To target more number of people
and increase their sales, the company can use other communication tool for giving information
such as television which can allows for targeting large number of people. Television is a great
source of sharing message about the company and products and services. Furthermore, they can
also share message through campaigns in different location for advertisement which can target a
great number of people.
Step4:
The total promotions budget: The total promotion budget refers to the amount of money that is
required for promoting the products to cater the people in order to carry out the business
activities. The budget is the total cost that an organization and for estimating the total budget.
The organization’s most challenging decision is to decide how much money will be required for
conducting promotions of the product and company. In reference to the selected company, the
total promotion budget of the company is $1500 and the different type of methods for setting up
the total budget or advertisement which are mentioned below-
 Affordable method: Affordable method is generally used by small organization for
promotion where they set the promotion budget at a level of management where the
company can afford (Taufique, 2020). The company deducts the operating expenses and
capital outlays from the total revenue and the resulting amount is used in advertisement.
 Percentage of sales method: This method is considered as the simplest method for
setting the promotion budget. The percentage of sales method is done by setting up the
promotion budget to a particular percentage of current or predicted sales. This method
which helps in linking the connection between promotions spending, selling price and

profit per unit but it can lead to a wrong relationship mindset which will result in long
term planning for promotion budget.
 Competitive parity: Competitive parity method is considered as copying the promotion
budget of the competitors for implementing on own company. This method is used for
monitoring the competitor’s advertising activities. However, it is not necessary that the
competitor has better image in the market as each organization has different image and
promotion strategies to capture the market. And using the competitor promotion activities
and budget may leads to fall in sales and profitability.
 Objective and task method: The selected organization can develop promotion budget by
defining the specific promotion objectives that describes the reason for advertising
(Yoon, Choi and Taylor, 2021). Then second is determining the tasks that are needs to
achieve the objectives where it will tells the different tasks that are required to be done in
order to promote and at last, estimating the cost that are required for executing the tasks
that makes the promotion budget. The budget which is prepared is not based on previous
sales amount which is spend on the marketing and also not based on the competitor’s
activities and budget.
From the above discussion, there are different types of methods for promotion budget which an
organization uses in advertisement. These all 4 methods such as affordable method, percentage
of sales method, competitive parity and objective and task method are used for developing the
total promotion budget for the company. Affordable method is used by small companies and it
will ignore the effects of promotions on sales that will leads to uncertain annual promotion
budgets. Percentage of sales method and competitive parity method is the simplest methods for
making the budget but they doesn’t provide any basis for selecting a specific percentage that will
help in choosing the right budget and also leads in falling of sales. The selected organization can
use objective and task method for developing promotion budget for advertising their product.
This method used by the managers in defining the communication objectives which are to be
achieved by using different promotional tools and its financial implications.

Evaluation of the marketing communication plan
The marketing communication plan used by the company makes sure to use each and
every step effectively for gaining the maximum prioritization. The SMART objective developed
by the organization helps in the determining the main aim and building its brand image in the
market. In reference to the selected company, they are using different communication tools for
sharing the information about the company and its new product. Using social media marketing
helps in providing the information of the new product which helps in increasing the sales. The
company is using youtube for posting effective content which creates impact on the people. The
content is about the quality of camera and its specifications and posted a video about the same.
Social media influencers are effective for advertisement as they have large numbers of followers
and advertising with the help of influencers can cater a large number of people. They make
certain message regarding to every product which develop a mindset towards each product. For
promotion, they require promotion budget for advertisement in which the selected organization is
using objective and task method for developing the budget. This method helps in defining the
promotion objective, the task in organizing the promotion activities and the financial implication
for it.
Justification for improving the plan
It is important to effectively measure the profitability and benefits for the organization in
using the market communication plan. GoPro is the world’s most versatile camera company, so it
is essential for them in developing their brand image in customer’s mind. It is also important for
the company to gain attention of the people by applying different strategies and manufacturing
different and unique products. After researching about the company, it gives a data that they are
planning to spend 65% on social media marketing as audience can easily be targeted to create
awareness about their brand, so to justify, the organization needs to create more strong social
media platform due to increase in concerned with the privacy and security issue of the customers.
Focusing more on this concern will help in creating a strong connection with the audience which
will create impact on the customer satisfaction. Proper execution of marketing communication
plan helps in increasing the brand image in the market. It also creates impact on reducing the cost
to the company. A great marketing communication plan helps in increasing the morale and

reduces the confusion. Furthermore, it also helps in increasing the productivity and profitability
of the organization.
CONCLUSION
From the above discussion, it can be concluded that marketing communication plan plays
a vital role in an organization for promoting the organization and its products. This plan is used
in creating awareness of the product in the market and it starts with specifying the aim for
marketing the product. In this report, it includes marketing communication plan and the need for
integrated marketing communication which helps in targeting large number of people and
increasing the sales. It requires various types of communication channels such as personal and
non-personal to cater the people and market which are included in this report which helps in
influencing customer decision and making them to purchase the product. It also includes
communication objectives which will help in connecting with target audience to attract them and
enhance the productivity and profitability and the justification for selection and integration of
communication channels. Furthermore, it also included marketing communication plan that is
developed keeping in mind the communication objectives. These objectives are the SMART
objectives which help in targeting the audience, communication channel for communicating the
product information, source message which helps in presenting the message in an effective
manner and total promotion budget which has four types of methods for budgeting that are
required by an organization for conducting promotional functions and activities for advertising
the product. At last, it includes the evaluation of the marketing communication plan that
describes how an organization is developing and implementing the plan.

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