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Harley Davidson Case Study - Building Brand Communities
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A presentation of the Harley Davidson case study.

A presentation of the Harley Davidson case study.

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Harley Davidson Case Study - Building Brand Communities Presentation Transcript

  • 1. CASE STUDY
    Building Brand Community on the Harley-Davidson Posse Ride
  • 2. 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
  • 3. 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
  • 4. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
    Question 1
  • 5. 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’
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. Question 3
    Dynamic
    Varied structure
    Geographic concentration
    Social context
    Temporality
    Spontaneity, dynamism
    Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. Evelien, Carmen, Danny, Luc and Stijn (aka Group 4) thank you for your undivided attention !!