Executive Summary

Prepare this slide last and submit it with the final plan at the end of the semester.

Contents of this slide should include:

•Summary of the key findings of your analysis, including new communications objectives.

•Briefly state your promotion mix recommendations for coming year.

•Identify any corporate policy items that will be impacted with new recommendations.

Table of Contents

Part 1 Table of Contents

•Product marketing strategies

•Marketing overview of the product and its role in the market.

•Current product’s competitive position

•Value proposition

•Primary target market characteristics

•Target market buyer’s decision process

•Brand strategy of the product/service

•Type of product/service lifecycle and benefits/features analysis

•First year communication objectives

•Issues impacting the objective attainment

•SWOT analysis

•Competitive analysis

Part 1
Current Marketing Situation
Product Marketing Strategies

•Go Pro camera brand is known for its exceptional performance and innovative features such as:

•Durability

•Compactness

•High-quality video capabilities

•Waterproof design        

Part 1.a. Product Description:
Marketing Overview of the Product & its role in the Market

•Go Pro camera brand is known for its exceptional performance and innovative features such as:

•Durability

•Compactness

•High-quality video capabilities

•Waterproof design

Part1.b. Product Description:
Current Product’s competitive position

•The Go Pro Camera holds a substantial market share in the action camera market.

•It boasts for several strengths contributing to its competitive positioning.

•Go Pro Camera is a market leader in the action camera industry.

•It follows a premium pricing strategy, which reflects high-durability and superior performance. 

Part1.c.   Product Description:
Value Proposition

•Its value position lies in its capacity to empower users to relive and capture their adventures.

•Go Pro Camera offers several benefits that effectively satisfy customer needs.

•It stands out from rivals through its distinct capabilities and features.

•Go Pro Camera targets to advance a lifetime value for its target audience by fostering a robust connection with users. 

Part1.d. Product description:
Primary target market characteristics

•The Go Pro Camera primary target market comprises content creatures, sports enthusiasts, and adventure enthusiasts.

•It has adopted a differentiated targeting approach to cater to diverse target market preferences and needs.

•It targets market comprise females and males particularly aged between 18 and 45 years.

•Go Pro camera target market demonstrate specific psychographic traits like self-expression, social connectivity, and those seeking thrills.  

Part 1.e.  Product description:
Target Market Buyer’s decision process

•The Go Pro Camera buyer’s decision process comprises:

•Go Pro Camera provide a variety of options and features allowing the buyer to carefully assess their needs before selecting the right model.

•Potential clients need particular information to make informed choices.

•Go Pro Camera offer exceptional customer support to help address dissonance.

•The Go Pro Camera ensures continued product innovation and launch of new models to cater for buyer’s desire for novelty and technological advancements.

Part 1.f. Product Review:
Brand Strategy of the product/service

•The Go Pro Camera is a national brand and brand equity.

•It has a diverse product line.

•The diverse product line offers consumers a comprehensive ecosystem of solutions to attain their distinct needs.

•The packaging design align with its brand image, high performance and durability. 

Part 1.g.  Product Review:
Type of product/service lifecycle & benefits/features analysis

•Go Pro Camera is in the maturity stage of its product lifecycle.

•It has a well-established brand reputation.

•It has an extensive product line.

•It has a competitive pricing.

•Its features such as video is of high resolution and enhanced connectivity options. 

Part 1  Communications Objectives:
First year communications objectives

•Go Pro Camera communications objectives include:

•Increase brand awareness

•Drive purchase, and 

•Foster customer engagement and advocacy

Issues impacting the objectives attainment

•Though Go Pro Camera has accomplished massive success and market leadership, there times where the objectives of the company have been impacted.

•The major issues that have hindered Go Pro’s objective attainment include:

•Inadequate budgets

•Delay in timely budget approvals.

SWOT Analysis

Strengths: Brand recognition and reputation Rugged design and durability High-performance capacityWeaknesses: Higher pricing Intense competitionOpportunities: Expanding market Collaborations and partnerships Technological advancements.Threats: Smartphone advancements Emerging competition Economic factors. •

Competitive Analysis

Your CompanyCompetitor 1Competitor 2Factor 1 – PricingGo ProDJI Osmo ActionSony Action CamFactor 2 –intense competitionGo ProSony Action CamDJI Osmo ActionFactor 3 – PerformanceGo ProSony Action CamDJI Osmo Action

REFERENCES

•Campbell, C., Sands, S., Ferraro, C., Tsao, H. Y. J., & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227-243.

•Burton, N., & Schlieman, T. (2021). User response to extended reality sponsorship activations on social media: Exploring impressions of GoPro’s use of 360 video in marketing. Journal of Interactive Advertising, 21(2), 93-107.

•Hambrick, M. E. (2019). Investigating GoPro and Its Diffusion of Innovations. In SAGE Business Cases. SAGE Publications: SAGE Business Cases Originals.

Part 2.1 Communications Strategy Recommendations:                  Overall Message Design

qThe “Big Idea” is a versatile camera with endless possibilities, stabilized features, live streaming, and waterproofing.

qThe company promises gadgets that allow customers to capture life, share experiences, and Celebrate life.

qCustomers should use the company website URL to get information, contact us and view the product of sale.

q The message should include supporting visuals such as photos, the business name, tagline, and company logo.

Part 2.a. Communications Strategy Recommendations:
Message Content

qGoPro cameras support a high frame rate at a high resolution to allow high recording speed.  

qThe camera is waterproof.

qThe product targets buyers at the preference readiness stage.

qThere is a fee attached to replacing a damaged product.

qGoPro camera is durable, portable, and handy. 

Part 2.b. Communications Strategy Recommendations:
Message Structure

qWe intend to convey a one-sided argument about the camera: it is well-built and has high-speed recording abilities.

qTwo appeals will be used.

ü Rational appeal, i.e., feedback from users during the advertisement.

üTestimonial appeal, i.e., testimonials from current users.

Part 2.c.Communications Strategy Recommendations:
Format/executional framework

qVarious execution formats and message formats will be applied, as illustrated below, to capture the targeted market in all aspects of various message formats.

vMessage Format

ü45 seconds advertisement on TV

üSocial media platforms include TikTok and Instagram.

üGo Pro keyword optimization on search engines

vExecution framework

üTestimonials of the efficiency of the Go-Pro camera

üDemonstration of the product quality.

Part 2.D. Communications Recommendations:
The Message Source

qThe message source will be celebrity content creators because they have many followers and can influence their followers, converting them into customers (Fleck et al., 2014). 

qThe person must be credible, trustworthy, consistent, creative, and have a massive following.

qYouTube is a favorable and the company will hire a male voice over actor.

qThe spokesperson should not have been used by Go-Pro competitors.

Part 2.e. Marketing Communications Strategy Recommendations
Media Channels

qUse Go-Pro media accounts, such as the company website and social media account, to deliver messages to a target market or audience.

qUse non-traditional and traditional methods to ensure the effectiveness and clarity of the message. Using non-personal and personal accounts will allow Go-Pro to reach a larger audience.

qUse public relations as a media mix as it offers efficiency and effectiveness in public communication.

Part 2.f. Communications Recommendations:
Budget and AD Development

•I would use the flexible budgeting methodology since it is adaptable to changes based on factors such as revenue. The projected budget is $150 million.

•I would outsource to an advertising agency because it could reduce the cost incurred by the company (Graa & Baraka, 2016).

Part 2. g. Marketing Communications Recommendations
Feedback metrics

qWe will estimate the target audience based on the advertising mechanism and platforms. The estimation will help in calculating the cost of advertisements. The advertisement will have a budget outlining the active sessions and timeline where the advertisements will feature. The feedback metrics will include the number of clicks or individuals that accessed the company website. In addition, the feedback metric will determine the duration of attaining a certain audience within a specified period

References

•Graa, A., & Baraka, H. (2016). Outsourcing marketing activities for a successful small and medium sized enterprises. Maghreb Review on Economics and Management, 3(01).

•Fleck, N., Michel, G., & Zeitoun, V. (2014). Brand personification through the use of spokespeople: An exploratory study of ordinary employees, CEOs, and celebrities featured in advertising. Psychology & marketing, 31(1), 84-92.

•Leung, X. Y., Bai, B., & Erdem, M. (2017). Hotel social media marketing: a study on message strategy and its effectiveness. Journal of Hospitality and Tourism Technology.

Part 3.1.a  Promotion Mix Tools
Advertising Objectives

•Refer to chapter 7.4. .

•Need to be stated in measurable terms. For ex, objectives could include what % and how often do you recommend the messages reach the target audiences

•Also need to indicate the timing measurements.

Part 3.1B.Promotion Mix Overview:
Media Channels

The integrated marketing communications perspective stresses careful strategic blending of many media tools to be sure that the message touches the target audience in the same way wherever this interaction takes place.

•Use personal, non-personal media or both

•Use traditional, non-traditional media or blend

•Identify what media your direct competitors use. (Point is not to copy them, but to be aware of what they use and why)

•Identify what media mix to use and why.

Part 3.2. Promotion Mix Tools
Promotion Mix Strategy

•Discuss how you plan to integrate the paid advertising, personal selling, sales promotions, etc. Note: in some products mass advertising tools will be the central focus.  In other products, advertising will be used to support a sales force and trade promotions only.

•Do you plan personal, non-personal or both

•Plan for a push, pull or combination & why

•What is the promotional timing, for ex, fall for gift season, slow seasons to simulate sales, etc.

•You need to demonstrate you understand the advantages and disadvantages of the various recommended media .

Part 3.3A. Digital and Mobile Objectives and Strategies

These media are an increasingly important part of the overall marketing communications program. Need to:

•Identify online, mobile, e-mail marketing, buzz marketing, and the web changes needed, such as: a web landing page, etc.

•Recommend what social media to use, including online product reviews & blogs, refer to chapter 9.

Part 3.3B. Media Strategies & Plan

•Name the specific media vehicles, including social media and other digital tools, such as; Google Search, Facebook, etc.

•Determine audience reach, frequency and other relevant measurements.

•Media timing for the product; such as fall and winter months for cold/flu meds, spring and summer for new car intros. Also remember targeting certain months can save on media budgets.

Part 3.3C. Traditional Media

•Identify Traditional Media Mix for the Campaign

•Determine audience reach, frequency and other relevant measurements.

•Media timing for the product; such as fall and winter months for cold/flu meds, spring and summer for new car intros. Also remember targeting certain months can save on media budgets.

Part 3.3D. Public relations and Alternative Marketing Strategies

•The goal of public relations is to build good relationships and enhance the image of the firm with the advertiser’s publics, namely consumers, stockholders, legislators, and employees. However, since public relations messages are not paid media placements, marketing communicators can’t control their use.

•Recommend what tools you want; such as press releases, media events, publicity or crisis management, etc.

•Refer to chapter 13.

References

•Brady, P. C. (2021). Three-dimensional measurements of animal paths using handheld unconstrained GoPro cameras and VSLAM software. Bioinspiration & Biomimetics, 16(2), 026022.

•Helmholz, P., Long, J., Munsie, T., & Belton, D. (2016). Accuracy assessment of go pro hero 3 (Black) camera in underwater environment. The International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences, 41, 477-483.

•Yoon, H., Elanwar, H., Choi, H., Golparvar‐Fard, M., & Spencer Jr, B. F. (2016). Target‐free approach for vision‐based structural system identification using consumer‐grade cameras. Structural Control and Health Monitoring, 23(12), 1405-1416.

Exhibits – SWOT

•SWOT Analysis:

•Strengths: Strong Brand Recognition: We have built a strong brand over the years, known for innovation and reliability in the photography industry (Yoon, 2016).

•Weaknesses: High Pricing: Our premium pricing strategy may limit our market reach and accessibility to a broader customer base.

•Opportunities: Expanding into New Markets: Exploring new markets, both domestically and internationally, can help us tap into unexplored customer segments and revenue streams.

Exhibits – Competitive Analysis

•Competitive Analysis: In addition to our internal strengths and weaknesses, it’s crucial to understand our competitors in the market.

•Competitor A: Market Share: Competitor A currently holds a significant market share, making them a formidable player.

•Strengths: They excel in product innovation and have a robust distribution network.

•Weaknesses: However, they struggle with post-purchase customer support and have had some quality control issues.

•Competitor B: Market Share: Competitor B has a smaller market share compared to A but is still a noteworthy competitor.

•Strengths: They offer competitive pricing and have a strong online presence.

•Weaknesses: Their product range is limited, and they lack a comprehensive ecosystem of accessories.

Exhibits – Creative Brief

•GoPro is more than just a camera; it’s a gateway to inspiring adventure and creativity. Our message is to encourage people to seize life’s moments, embark on thrilling journeys, and express their creativity through our exceptional camera technology.

•Our tone is energetic and adventurous, reflecting the spirit of those who use GoPro cameras. We want to convey a sense of excitement, freedom, and the thrill of capturing life’s extraordinary moments.

•Encourage users to capture moments that are out of the ordinary. From extreme sports to breathtaking landscapes, GoPro is the perfect companion for adventures big and small.

Part 3.5 How to Evaluate Plan

Accountability is increasingly important because why spend the money to advertise if it is not accomplishing your communications  & advertising objectives(refer to chapter 14). How & when do you want the entire plan evaluated:

•Return on Investment (ROI)

•What final measurement metrics to use (coupon redemption, new customers etc.

•Pre & Post evaluation of creative messages, etc.

•Tracking and click-though rates on website