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Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
Harley Davidson Marketing Plan
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Harley Davidson Marketing Plan

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Harley Davidson marketing strategy for marketing 350.

Harley Davidson marketing strategy for marketing 350.

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  • 1. Harley Davidson
    Jon Englund
    Nate Joostberns
    Kaitlin Myszkowski
    Leah Schra
  • 2. Marketing Plan Objectives
    • Increase sales for a younger demographic
     
    • Create lifetime customers at a younger age
     
    • Avoid alienating current customer base
     
  • 3. Marketing Plan Strategies
    • Marketing to young males in the military
    • 4. Low expenses
    • 5. Large discretionary income
    • 6. Interest in product
     
    • Differentiate Harley bikes from Yamaha and Honda by stressing the military background of Harley and connecting their branch of service with Harley motorcycles. 
     
    • Advertising to the military won't alienate current customer base.
  • Target Market
    • Young males ages 18-30
    • 7. Boomtown Singles: Prizm segment
    • 8. Median income: $41,046
    • 9. 1.39% of American Households
    • 10. Single with no children
    • 11. Active lifestyles
    • 12. Military background (primarily deployed soliders)
    • 13. Income ranging from $28,000 to $51,000 (Middle)
    • 14. PayScale
  • Average Military Salary
    Found from PayScale
  • 15. Interesting Findings
    -    "Motorcycle After World War II, some American veterans found a replacement for the camaraderie, excitement, danger and speed of life at war in motorcycles. Grouped into loosely organized clubs, motorcycle riders in the U.S. created a new social institution—the motorcyclists or 'bikers' " 
    http://kulacingan.blogspot.com/2008/07/motorcycle-after-world-war-ii.html
    -    Harley has a more hardcore loyal following than any other brand, this loyalty and togetherness is a mentality that has been instilled in our soldiers and we believe they will react to it.
    http://www.youtube.com/watch?v=vlZ4ONTb9i0
  • 16. Four P's of Marketing: Price
    Harley Davidson:
     
        Road King:Touring
                Motorcycle
                    $16,999
     
        
     
     
     
     
    *Each price found on company website
    Yamaha:
     
        Super Tenere: Touring
                Motorcycle
                    $13,900
     
    Honda:
     
        ST1300: Touring
                Motorcycle
                       $16,499
  • 17. Four P’s of Marketing: Place
    Harley Davidson:
    1. Afganistan
    2. Iraq
    3. United States
     
     
     
     
     
     
     
    *As found from Google Insights
    Yamaha:
     
    1. Philippines
    2. United States
    3. Canada
     
    Honda:
     
    1. Philippines
    2. Iraq
    3. United States
     
  • 18. Regional Interest
    HarleyDavidson
    Yamaha
  • 19. Four P's of Marketing: Product
    Yamaha:
     
    Street Motorcycles
    Off-Road Motorcycles
    Sport ATVs
    Scooters
    Snowmobiles
     
    Honda:
     
    Touring Motorcycles
    Jet-Skis
    Scooters
    Crossover Bikes
    Harley Davidson:
    Touring bikes
    Sportster Motorcycles
    Fire Rescue Motorcycles
    Trikes
    Used bikes
  • 20. Four P's of Marketing: Promotion
    Harley Davidson:
     
    • Commercials 
    • 21. "Test" rides
    • 22. Events ex. Toys for Tots
    Yamaha:
     
    • $1000 customer cash
    • 23. Great financing
    • 24. 3.99% APR for 36 months
     
     
    Honda: 
     
    • Fixed APR rates
    • 25. Bonus bucks
  • Current Differentiation & Positioning
    • Sponsors a lot of customer events
    • 26.  Competitors do not!
    • 27. Toys for Tots / Cell Phones for Soldiers
    • 28. Openly advertises towards women
    • 29. On website and through events
    • 30. Breast Cancer Awareness
    • 31. Hosts holiday events
    • 32. Free photos with Santa on a Harley
    • 33.  24 Days of Naughty and Nice
     
  • 34. Positioning & Differentiating to Military
    • Targeting military personnel (18-30 year-old males)
    • 35. Differentiating & Positioning
    • 36. Focus on hands-on promotion
    • 37. Concerts
    • 38. T-shirts, water bottles
    • 39. Product placement and social media
    • 40. Customized military motorcycles
    • 41. Positioning: back to Harley's roots
  • Marketing Budget: Allocation of Resources
  • 42. OtherPromotions
  • 43. Funding Distribution Over 5-Year Campaign
  • 44. Implementation & Control:
        
    • Implementation:
    • 45. Implementing as soon as possible
    • 46. Keep focus on positioning:
    • 47. Military history
    • 48. Strong group activity
    • 49. Connect to branch of military
    • 50. Controls:
    • 51. Check monthly for sale increases
    • 52. (Sales increases expected later in 5-year plan)
    • 53. Monitor current customer-base sentiment toward Harley
    • 54. Monitor target audience sentiment toward Harley
    • 55. Analyze these factors to ensure project stability
  • Accomplishment of Goals:
    • Strategy should accomplish all goals:
    • 56. Attract younger customers
    • 57. Of these younger customers: create lifetime buyers
    • 58. Avoid alienating old customer base

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