1. Harley Davidson for Women
2012 Media Plan
Robert Fornkahl & Melanie Nemerguth
2. SWOT Analysis
• Strengths – Increasing market
• Weakness – New to the market
• Opportunity – No controlling competition
• Threats – Competitors
3. Market History
• Honda, Suzuki, Yamaha, Kawasaki, BMW,
Triumph, Victory, Ducati
• Female specific clothing lines
• Non-objectifying advertisements
• Brochures on the safety and comfort of the
bikes
4. Target Audience
• Caucasian American Women 25-34 years
young
• College Educated
• Actively Employed
• Married
• House Hold Income over $50,000
• Home Owners
5. REGION CDI BDI POPULATIONSPOT MARKETS
Pacific 100 79 1,298,000San Fransisco, Los Angeles, Seattle, San
Diego
South West 100 75 826,000Phoenix, Dallas, Houston
West
Central
106 126 1,134,000Minneapolis, St. Louis, Kansas City, Denver,
Oklahoma City
East
Central
108 115 981,000Chicago, Indianapolis, Detroit, Cleveland,
Milwaukee, Louisville
New
England
120 100 442,000Boston, Providence, Hartford,
Portland/Auburn
Geography/Spot Markets
7. Magazines
• Quintile I index rating of 111
• Quintile II index rating of 112
• Targeted Magazines – Fashion and health
oriented
8. Internet
• Quintile I index rating of 130
• Quintile II index rating of 134
• Facebook pages, banner ads and sidebars
9. Outdoors
• Quintile I index rating of 133
• Quintile II index rating of 127
• Billboards, building murals, bus stop stands,
and other street advertisements
10. Television
• Quintile I index rating of 63
• Quintile II index rating of 85
• Low Quintile ratings, but strong traditional
medium for reaching millions of eyes
• Morning Talk Shows, Daytime, Prime Time,
and Late Night
13. Reach, Frequency, GRPs
• Reach – Lowest of 77 and High 85 for the
campaign schedule
• Frequency – Aimed for 3
• GRPs – Aimed for a low of 231 and a high of
255
• Goal – Increase purchases of the Sportster by
3,000 in the campaign year
