1. Describe the typical persona of 'brandGoPro' customers. .What would be the typical motivations of the TG to engage with the brand. Anxieties if any of the TG in associating with brandGoPro

2.How canGoProaddress these motivations and manage the anxieties via a brand extension.

3.Opportunities and Challenges in ensuring market access to the newly introduced line

4. What shouldGoprodo based on the abovesaid.

Kindly prepare for this in your study groups; please avoid presenting case facts in the class, focus on the 'analysis' and your recommendations.

GoPro: Brand Extension Case Solution

In ancient 20 17, digicam manufacturer Go-Pro alarmed investors by reporting its very first documented yearly profit reduction and also a sales prediction that aggressively missed analyst quotes. What'd once been broadly hailed among the primary initial public choices of 2014, tripling in cost in only more than 3 weeks after a June IPO, the inventory had shrunk 90.7 percentage from the end of 20-16. Some streak of digicam prices blunders, shifted solution release programs, and decreased promoting devote, place against a background of comparative economy modification, adversely influenced requirement for Go-Pro cameras. In financial year 20-16 on your own, models sent and earnings both decreased by almost 30 percentage, an remarkable change from the early times, even when earnings significantly more than doubled annually subsequent to a corporation's 2004 launching.

While earnings of Go-Pro cameras dropped, its own newest stayed probably one of one of the absolute most admired on earth. Consequently, Tony Bates, manager and former president of Go-Pro, whined on thoughts for Implementing the newest over and above the digicam. '' For Bates, this supposed maybe starting a fresh product working with the current Go-Pro new at an alternative classification. Whilst it sounded straightforward enough, Go-Pro experienced to look at the place to expand the business enterprise at a fashion which made sense to its business's core market. Go-Pro also needed to figure out if to permit thenewto partner or others with yet another business. Considering that the consumer-centric origins of the business and that the development of the new, there has been lots to think about.

This situation assesses the troubles confronting Go-Pro from the surface of decreasing earnings, and also how best to leverage its increasingly common new brand. It gives a concise history of the provider, the development of the newand also a outline of ancient efforts to cultivate the newand units for licensing the brand, also the way best to employ a consultancy version, the should guard the new, and just two casestudies with RedBull and also Virgin team as types of brand extensions that are successful.