Harley davidson

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Harley davidson

  1. 1. Harley DavidsonMarketing Plan<br />GV Marketers:<br />Josh Bailey<br />Cara Davidson<br />Katelyn Scheurer<br />Sandra Suryak<br />
  2. 2. Problems to be Addressed<br />Aging Customer Base<br />Customers have less discretionary income<br />Now seen as a middle-aged nostalgia brand<br />
  3. 3. Marketing Objectives<br />Increase brand awareness by 30%<br />Increase purchases by target audience by 20%<br />Increase brand switching<br />Decrease or remove potential customer resistance<br />
  4. 4. Who Is Our Target Market? <br />“Young Influential's” <br />Younger, without kids<br />Middle-class singles & couples<br />Bachelors & Bachelorettes <br />Preoccupied with balancing work and leisure <br />Median income- $50,454<br />http://www.claritas.com<br />
  5. 5. The 4 P’s- Sporty Motorcycles <br />Product: Sporty motorcycles<br />American Made<br />We want to create more of a sportier motorcycle designed for our target audience. <br />We hope that this will help to fulfill our Marketing Plan Objectives. <br />
  6. 6. The 4 P’s- Sporty Motorcycles <br />Promotion:<br />Advertising in movies- <br />30% of Marketing budget<br /> Vibrant and humorous TV commercials during popular TV shows aimed at changing their ideas concerning motorcycles and the “lifestyle”-<br />Ex: Family Guy, MTV’s Teen Mom, etc. <br />40% of Marketing budget<br />http://www.anomalousmaterial.com<br />
  7. 7. The 4 P’s- Sporty Motorcycles <br />Promotion:<br />Print ads in popular magazines-<br />Ex: Vibe Magazine<br />10% of Marketing budget <br />Events targeted towards “Young Influential’s” in the Spring and Summer- <br />Ex: Chicago IL, Grand Rapids MI<br />20% of Marketing budget <br />http://factfinder.census.gov<br />
  8. 8. The 4 P’s- Sporty Motorcycles <br />Place:<br />Store locations and events held in highly populated locations of “Young Influential’s” <br />Ex: Chicago IL, Grand Rapids MI, other U.S. and international cities.<br />Dealer – Customer relationship and experience greatly valued <br />Featured at Auto Shows<br />http://factfinder.census.gov<br />
  9. 9. The 4 P’s- Sporty Motorcycles <br />Price:<br />Reasonable prices to accommodate for the economic problems and to aim towards younger audience, but not too low to affect the high quality of Harley Davidson’s or de-value other bikes. <br />Economic problems created a lack of dispensable income.<br />
  10. 10. The 4 P’s- Riding & Safety Classes <br />Product: <br />Riding & Safety Classes <br />We want to be able to provide our customers with courses in learning how to ride their bikes (ex: New Rider Course) and provide them with safety lessons. <br />This will help to decrease potential customer’s resistance to owning a motorcycle. <br />http://www.harley-davidson.com/wcm/Content/Pages/Get_On_A_Bike/Learn_To_Ride/new_rider_course.jsp<br />
  11. 11. The 4 P’s- Riding & Safety Classes <br />Promotion:<br />Same events targeted towards “Young Influential’s” in the Spring and Summer<br />Print ads in magazines<br />TV commercials on popular shows.<br />Free safety course offered when a new motorcycle is bought. <br />
  12. 12. The 4 P’s- Riding & Safety Classes <br />Place:<br />Dealer and Store Locations <br />
  13. 13. The 4 P’s- Riding & Safety Classes <br />Price:<br />Riding Courses- $250 per person per course<br />Safety Classes- free with the purchase of a motorcycle<br />
  14. 14. Timeline <br />We want our Marketing Plan be fully successful and meet our objectives within 5 years or less. <br />This goal is highly reachable and attainable. <br />
  15. 15. Differentiation<br />Differentiate from cars/trucks by promoting benefits of motorcycles<br />Motorcycles get about 40mpg on average<br /> Cars get about 24 mpg on average<br /> 40,000 people killed by car crashes each year. Only about 4,700 from motorcycles<br />Differentiate from other motorcycle companies<br /> Already have a lot of experience and have great quality bikes<br /> Goal should be to have the best customer service to enhance customer loyalty<br /> Could provide safety awareness classes<br />Out of the top 5 biggest motorcycle companies, Harley Davidson is the only one that is manufactured in American<br />http://www.alphatrainingcenter.com/<br />  http://nm.msf-usa.org/msf/ridercourses.aspx?state=MI<br />
  16. 16. Positioning<br /> New, sporty, fun! <br />Over 700 billion dollars spent on entertainment & recreation<br /> Want customers to consider Harley Davidson when looking to spend money on entertainment and luxury items<br />http://www.wichitachristiannews.com/index.php?option=com_content&view=article&id=212:lifestyle-statistics-a-lifestyle-fact-to-ponder&catid=35:last-24h-news<br />

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