Was the GoPro Hero a product line extension, brand extension, or revolutionary i
ID: 343871 • Letter: W
Question
Was the GoPro Hero a product line extension, brand extension, or revolutionary invention?Which of these is the GoPro Hero 6? Which of these is the GoPro Karma Drone?
I connect VIDEO CASE 9 GoPro: Making All of Us Heroes with Exciting New Products GoPro CEO Nick Woodman Wilkenfeld, "one of the biggest challenges of devel- and his college friends loved oping technology is getting ahead of the consumer eo case to surf. It was a passion. As and developing things that you think they are going Video 9-4 GoPro Vid GoPro Vice President of to need Brand Integrity, Justin Wilkenfeld, explains "we would run down to th beach to surf every day, trying to balance that with THE COMPANY going to classes." The passion turned into a great new GoPro's history of new product development is truly product idea when Woodman was surfing in Australia nspirational, particularly when the current product and wanted to capture the experience but couldn't get ine is compared to the first offering. As Kelly Baker, photographers close enough to obtain good photos. Director of Media Relations, explains "the first prod The result was the first GoPro camera which attached uct out on the market was in this big, kind of clunky, to a wrist strap. "The idea was that you could capture plastic housing attached to your wrist that you could that experience hands-free and really focus on enjoy- flip up and down. It captured images on 35mm film ing your passion as opposed to worrying about what's that you would take into a pharmacy or photography studio and get your pictures printed." That product on the other side of a screen" Wilkenfeld says Chances are that you've viewed some of the millions was replaced by the Digital HERO camera which was of videos created by surfers, snowboarders, rock stars, powered by one AAA battery and provided silent hockey players, parents, sky divers, scuba divers, pilots, 10-second VGA videos and just about anyone with a passion for their life. In fact, GoPro estimates that more than 1 billion minutes audio capabilities, wide-angle lenses, and time lapse of GoPro video are viewed each year, just on YouTube! features. In addition, mountable versions Woodman and his friends call "The GoPro cluded Helmet HERO, Motorsports HERO, and Surf Movement." 2 Other new products soon followed. GoPro added ch in HERO expanded its "Joining the GoPro movement is all about joining the GoPro community around the market beyond the wrist amera positioning. The biggest shift in popularity, however, occurred when GoPro added the HD Hero featuring 1080p im ages. Complementary products such as remov- able battery packs, video editing tools, a GoPro app, and Wi-Fi remote controls were also added o the product line world," says Wiken Be a HERO feld. "This is a group of passionate people that live a big life and love to experienc things." GoPro's suc- cess at attracting cus- tomers from around the world is supported by its commitment to developing new prod ucts that meet their needs. According to GoPro, Inc. 00:01 HERO4 As the popularity of GoPro products grew so did the company, leading to its IPO on the NasdaqExplanation / Answer
Answer 1:
Unique attributes of GoPro products adds to its competitive advantage. Some of its points of difference are as follows:
Answer 2:
Go Pro’s primary target markets constitutes of extreme sports enthusiasts, movie directors and producers, travel and adventure enthusiasts, moms and families.
Content marketing influence theses markets by creation, development and distribution of specific content that includes info-graphics, videos, podcast, web-pages etc. that is specifically designed to attract the target audience.
Answer 3:
Product development process used at GoPro constitutes of following steps:
Stage 1: New Product Strategy Development: In this stage environmental scanning is performed and new ideas are welcomed on ongoing basis.
Stage 2: Idea Generation: In this stage open innovation perspective is used as a tool for generation of creative and innovative ideas. Ideas from employees as well as consumers are welcomed.
Stage 3: Screening and evaluation: At this stage ideas that are collected are screened and evaluated for further product development. And the ideas found useful after evaluation are approved.
Stage 4: Business Analysis: At this stage based on approved idea business case is build. At this stage break-even points are determined along with product life cycle and time competitors will take for responding.
Stage 5: Generation of prototypes: In this stage the prototypes of products are developed and tested to check the functionality.
Stage 6: Market testing: In this stage approved prototype is given for testing to employees, social media experts, sports person etc.
Stage 7: Change Implementation: Feedback from all the above mentioned parties are collected. Necessary suggested changes are implemented and final new product is developed.
Stage 8: Commercialization: At this stage based on the marketing plan, new product is launched and promoted.
Answer 4:
By giving importance to consumers need and implementing technological changes to their products as demanded by customers, GoPro avoid new product failure and ensure the success of GoPro’s products.
Answer 5:
The idea that I would like to suggest to GoPro for evaluation is building a camera that is as tiny as a dot on forehead without any wires . So that it captures the view as viewed by eyes.
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