GoPro and Its Strong Marketing Strategy versus Contours

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GoPro is officially the best-selling camera in the entire world and the company has doubled its sales figures every year since its creation, expecting to make a billion dollars in 2013 alone (Cade, 2013). GoPro’s owner and creator, Nick Woodman, Ernst and Young’s National Entrepreneur of the Year 2013 (Jewish Business News, 2013), believes that the company’s strategies of aggressive marketing and strong use of social media, as well as the constant advancements in consumer technology are the reasons for the unrivalled success of GoPro (Mac, 2013). The camera is ever improving and the company is world renowned for its marketing methods. With the release of the Hero 3+ Black Edition two months ago, one must ask, can anyone compete with GoPro? Well it certainly won’t be easy, as the point-of-view camera company Contour recently found out.

Contour cameras received great reviews from extreme sports and camera experts and was even chosen as one of the perfect pieces of gear by Outside magazine. Unfortunately for Contour, GoPro topped this list as well as pretty much every other type of lis...

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