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MOD003311 Marketing Case Study Level 3


Consumer behaviour is an important study of groups and individual which may help a firm in making or manufacturing products and services according to their prospectives. This will aid in increasing profitability level of the company at market place (Amin, Abdul-Rahman and Abdul Razak, 2014). Present case study is going to include organisation named as GoPro that manufactures 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 of consumer. Mostly they target customers who likes to live an adventures life. 

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Background of campaign

GoPro is US based company which is known for making as well as manufacturing world famous camera. This firm founded by Nick Woodman in 2002 in which they famous for capturing footage of all the extreme moments. “Be a hero” is a campaign which was created in 2017 by GoPro in order to grab attention of consumers in ample number so that their sales can get 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 'personal heroism'. Furthermore, in which customers feel professional to itself. In addition of this, GoPro has managed to grab most of market share with the percentage of 47.5 by producing quality action cameras. Their cameras are mostly being liked or purchased by people who are filled with passion. Furthermore, they also allow their customers to make part of marketing campaigns part by motivating as well as influencing them to buy its cameras. 

Mostly, GoPro's tag line is “Be a Hero” which directly connects them with targeted consumers and in promotional campaigns they organises various sports and adventures events in which willing customers can take part. Along with this, there are various famous athletes that supports 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 and Women and they are the people who gets attracted with action cameras which has been made or manufactured by them.

Main Body

Understanding consumers behaviour is much essential for administration of GoPro in an appropriate manner as this helps in taking effective decisions while doing promotion of products and services which are being manufactured by them (Baker and Saren, 2016). GoPro has used various theories in order to enhance the sales of their action cameras and are expressing themselves in front of their customers. Along with this, according to the campaign firm has introduced new and innovative products like cameras and TV so that to grab attention of people from all over world. By using different theories GoPro is trying to make strategies through which they can enhance belief of consumers in their products and become professional photographer. Away from this, they have many rivals that are dealing in same sector like ION. Thus, it is must for GoPro to understand their marketing strategies like ION believes and puts impact on main sports and not on extreme ones. Few of theories that can be used by GoPro to grab attention of consumers and to gain competitive advantages are given beneath:

Self-image congruence

This type of approach is very much helpful in understanding the consumers behaviours while purchasing goods and services of a company (Smith, 2014). This model is enclosed with self-image congruence, GoPro's users' experiences, satisfaction, and behavioural intention of consumers. GoPro is trying to bring out professional image of common people in front of them which is aiding them in enhancing its brand image at marketplace. Away from this, this model is self motivating consumers as GoPro has made unique sort of promotional videos and have uploaded in different social media applications that are being mostly used by people in all over world. With the help of this, they are conveying a message “Personal Heroism” in front of consumers.

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