1. What are the points of difference, or unique attributes, for GoPro products?

2. What are GoPro’s primary target markets? How does content marketing influence these markets?

3. Describe the new product development process used at GoPro. What are the similarities and differences to the process described in Figure 9-4?

4. Which of the eight reasons for new product failure did GoPro avoid to ensure the success of GoPro’s products?

5. Identify one new product idea you would suggest that GoPro evaluate.

This case describes the new product development process at GoPro, Inc., a producer of action cameras and video-editing software. The company’s product line includes a variety of cameras, mounts, apparel, a drone, and a 360 degree six-camera array which are sold through retailers such as REI, Best Buy, Target, and on the GoPro website. The company founder, Nick Woodman, was inspired by his passion for surfing and an interest in capturing quality photos of his surfing experiences. As Nick explains “enabling you to share your life through incredible photos and videos is what we do.”

The case provides students with an opportunity to understand how each stage of the new product development process—strategy development, idea generation, screening, business analysis, development, market testing, and commercialization—is executed at GoPro. Students also learn about the comprehensive and integrated marketing activities that contribute to GoPro’s success.