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

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Harley Davidson Case Study - Building Brand Communities

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