在任何组织中，市场营销都是最重要的部门之一。它是一个或多个过程的集合，用于沟通和更新客户关于组织产品或服务的信息。它还涉及客户关系管理(CRM)，为组织、客户及其利益相关者带来长期利益(Chen and Popovich, 2003)。营销管理被认为是一门科学，是做出正确市场决策的艺术。这包括选择目标市场，获取客户和增加公司的市场份额。在营销策划的核心，那些重要的东西了解客户的需求和愿望。这有助于预测市场可能的需求。瞄准潜在客户群或进行细分也是必要的。之后，把产品放在顾客的脑海中是成功营销的首要角色。他们对自己的产品进行彻底的细分、定位和定位过程。他们主要由体育爱好者和冒险家组成。相机本身生成的内容可以方便地确保其在潜在买家中的正确定位。慢慢地，GoPro相机正成为任何冒险运动爱好者必备的装备之一。为了确保GoPro在市场营销方面获得竞争优势，GoPro强调了基本的营销原则。他们专注于营销的5个c，即客户、公司、环境、合作和竞争，以获得成功的营销策略。
In any organization, marketing is one of the most important departments. It is a process or collection of processes undertaken to communicate and update the customers about the organizations product or services. It also involves Customer Relation Management (CRM) to long term benefit for the organization, customers as well as its stakeholders (Chen and Popovich, 2003). Marketing management is considered as science as art of making correct market decisions. This consists of selecting choosing target markets, acquiring customers and growing the company’s market share. At the core of the marketing planning things that hold importance understand the needs and wants of the customers. This helps predict the possible demands in the market. Targeting the potential customer base or doing segmentation is also imperative. After that placing the product in the minds of customers is the prime role of successful marketing. They conduct thorough segmentation, targeting and positioning process for their products. Their segment basically consists of sports enthusiast and adventurist. The contents generated from the camera itself come handy to ensure its correct positioning among the potential buyers. Slowly, the GoPro cameras are becoming an essential part of gear kit of any adventure sport enthusiast. To ensure that they gain competitive edge in the marketing, GoPro emphasizes on the basic marketing principles. They keep their focus on the 5 Cs of marketing, namely, Customers, Company, Context, Collaborations and Competition for successful marketing strategies.
GoPro like its innovative product have adopted a very novel method of marketing, along with following the basic principles of entrepreneurial and marketing planning, Woodman have applied the new generation passion for social media to attain success in marketing of his product, thereby attaining competitive advantage. Their marketing and advertisements is customer oriented. They apply the method of content marketing. They ensure to make more and more people get the experience of persuasive GoPro content. By this method, they create their Brand name as well as demonstrate the robustness, adaptability and performance of their products. They follow both lifestyle and traditional consumer marketing. The social media is extensively utilized in the consumer marketing plans. Facebook, Instagram, Vimeo, Pinterest, Twitter and YouTube mediums are explored for the best contents shared by the existing GoPro customers and used for promotion. These contents are utilized for commercials, television, online, print, billboards, trade events, POP displays and in-store marketing. For their lifestyle marketing, their main aim is to make name for their Brand. They make strong use of Customer Relation Management (CRM) methods to establish relationships with the existing as well as potential customers. They organize various promotional events and establish good relationships with influential people like famous celebrities, athletes, brand and entertainers. These people further create contents that are utilized to rope in more customers .