Harley Davidson -- Building Brand Resonance in India

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Harley Davidson -- Building Brand Resonance in India

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Harley Davidson -- Building Brand Resonance in India

  1. 1. Prof. Sameer Mathur, Ph.D. in India © Sameer Mathur
  2. 2. Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 2 © Sameer Mathur Harshit Khaitan BTech, IIT Kanpur 2
  3. 3. Overview Company Profile Harley Owner Group Brand Resonance • The HOG Family © Sameer Mathur 3
  4. 4. Harley Davidson © Sameer Mathur 4
  5. 5. 5 The Rs 5-35 lakh bikes • FXDB Street Bob (Rs. 9.95 lakhs) • FXDC Super Glide Custom (Rs. 11.5 lakhs) Launched at the 11th edition of the Auto expo “This is the first time, bike riders across the country will be able to lay their hands on a 1600 cc bike for under Rs. 10 lakhs,”Anoop Prakash, MD, Harley Davidson © Sameer Mathur
  6. 6. Company Profile 6 Founded in 1903, Harley-Davidson, Inc. Commenced operations in August 2009 CKD (Completely-Knocked-Down) assembly unit in Haryana, since early 2011 12 models from 5 families Nine authorized dealerships in India Accessories along with general merchandise © Sameer Mathur
  7. 7. 7 “To Ride and Have Fun” 900,000 members all over the world, by 2005 Over 1,000 Harley Davidson bikes are on the Indian roads © Sameer Mathur
  8. 8. Benefits 8 Free one year membership for new buyers Hog Tales- eMagzine A touring handbook Emergency Road service Insurance program Hotel and flight © Sameer Mathur
  9. 9. Resonance a) Loyalty b) Community c) Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? Behavioral loyalty Frequency and amount of repeat purchases Sense of community Kinship Affiliation © Sameer Mathur Attitudinal attachment Love brand Proud of brand Active engagement Seek information Join club Visit website, chat rooms 9
  10. 10. • A group of tech geeks, CEO’s, TV executives whose idea of good time with friend is the thrill of riding a powerful machine on the highway Resonance Community • Harley owners generally own one bike • If another, they give it the kind of once-over reserved for a much loved child Loyalty © Sameer Mathur 10
  11. 11. • The Harley hangout is the Haj of its devotees • “My Harley makes me feel invincible,” Sharad Sharma Resonance Attachment • An extensive website devoted to HOG • 30 years of world’s greatest motorcycle club Active engagement © Sameer Mathur 11
  12. 12. Resonance a) Loyalty b) Community c) Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? Behavioral loyalty Frequency and amount of repeat purchases Sense of community Kinship Affiliation © Sameer Mathur Attitudinal attachment Love brand Proud of brand Active engagement Seek information Join club Visit website, chat rooms 12
  13. 13. Summary Company Profile Harley Owner Group Brand Resonance • The HOG Family © Sameer Mathur 13
  14. 14. Credits http://www.harley-davidson. com/en_IN/Content/Pages/home.html?locale=en_IN&bmLocale=en_IN http://articles.economictimes.indiatimes.com/2013-11-17/news/44162231_1_harley-owners- group-downtown-milwaukee-juneau-park http://businesstoday.intoday.in/story/the-harley-davidson-bikes-owners-group/ 1/18610.html http://businesstoday.intoday.in/story/harley-davidson-auto-expo/1/21436.html https://www.youtube.com/watch?v=of0x8JgJSOM https://www.youtube.com/watch?v=_NJqFcmXVbY K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON © Sameer Mathur 14
  15. 15. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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