Harley Davidson Marketing Plan

25,390
-1

Published on

Harley Davidson marketing strategy for marketing 350.

Published in: Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
25,390
On Slideshare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
582
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Harley Davidson Marketing Plan

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

    Clipping is a handy way to collect important slides you want to go back to later.

×