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Harley Davidson Case Study   Building Brand Communities
 

Harley Davidson Case Study Building Brand Communities

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Harley Davidson Case Study Building Brand Communities

Harley Davidson Case Study Building Brand Communities

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    Harley Davidson Case Study   Building Brand Communities Harley Davidson Case Study Building Brand Communities Presentation Transcript

    • CASE STUDY
      Building Brand Community on the Harley-Davidson Posse Ride
    • What are the benefits of long rides as Posse, for customers of Harley Davidson (HD)? Evaluate the relational effects based on Exhibits 7 and 10, which refer to pre and post evaluations.
      Question 1
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Question 1
      Benefits of long rides such as Posse for customers?
      Discover landscape  broadening the horizon
      People with the same interests  social satisfaction
      Thrills and excitement
      Memorials (t-shirt, tattoo’s, etc.)
      Get away from their stressed lives
      ‘Feel free’
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
      Question 1
    • Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
      Question 1
      Very satisfied with the Harley
      The ride was tremendous
      However, augmented product evaluated less
      Customers feel not that ‘heard’
    • Can the Harley Owners Group’s (HOG) Posse be characterized as a community?
      Question 2
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
      Question 2
      Community?
      YES:
      People want to be included
      Exclusiveness, pride
      Shared interests
      Focus on the customer experience
    • If so, is the community static or dynamic? Support your answers with data from the Posse event, referring, for example, to day-to-day changes!
      Question 3
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Question 3
      Dynamic
      Varied structure
      Geographic concentration
      Social context
      Temporality
      Spontaneity, dynamism
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • How would you evaluate the interaction between HOG managers and customers?
      Question 4
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Question 4
      a ‘close-to-the-customer’ philosophy
      as a ‘togetherness’-way
      come closer due to complaints and feedback
      business-related; learning experience, user-experience, feelings towards the brand
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Question 4
      current customer-management interaction in line with the stated goals of HOG
      positive influence on the places which they visit
      improves the Harley Davidson lifestyle experience
      brings the company close to its customers
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Question 4
      The HOG has an essential role of developing the community
      Initiator and organizer
      HOG should continue
      learn about their customers in a way which is really valuable
      members are spending significantly more money
      community fulfills the goals which are stated for HOG
      However; community with hundreds of bikers cannot be completely influenced
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • How would the Posse ride contribute to HD’s corporate goals? How would it contribute to its financial objectives? Should the company work harder to improve Return On Investment (ROI) of the Posse ride?
      Question 5
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Question 5
      Mission: “fulfill dreams”
      Customer – centric model
      Know the consumer
      Learn about how the consumer interacts with the product
      Establish a tradition – consistency
      $474,000 extra in revenues
      Evaluate dealers
      Identify dissatisfaction
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Should HD continue with Posse and other rides? What role should HOG play in the marketing mix?
      Question 6
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Question 6
      Should HD continue with Posse and other rides?
      1. Hard-core customers -> valuable firm asset
      Connectedness, limited registration -> A culture
      Artifacts/symbols: T-shirts, tattoos
      Rituals: Story night, The Posse Oath
      They become an important spokesperson
      2. Checkpoints in the form of dealerships
      Tourists & neighborhood get attracted by commotion (riders and non-riders)
      Merchandise opportunity for dealer
      Management sees how dealerships are run
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Question 6
      What role should H.O.G play in the marketing mix?
      Large WOM function
      Free one-year membership gives a direct feeling of belonging to the Harley community (culture with symbols and rituals)
      Makes it a very strong promotional tool
      Members will spread the word as will the events
      Promotion
      Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    • Evelien, Carmen, Danny, Luc and Stijn (aka Group 4) thank you for your undivided attention !!