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Harley dividson

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harley davidson history, pricing, STP, HOG …

harley davidson history, pricing, STP, HOG

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Published in: Marketing, Business, Automotive

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  • 1. “You don't see people tattooing Yamaha on their bodies” “Its all about independence, freedom, and power” “Four wheels move the body, Two wheels move the soul” “Its much more than a machine”
  • 2. Dhruv Dipika Adarsh Kaustub Namratha Sivaditya
  • 3. Is to fulfill the dreams of motorcyclists and the general public and to expand the line of motorcycles and branded products and services in their selected market segments. Is to improve its relationships with stakeholders (customers, suppliers, employees, shareholders, government, and society).Harley Davidson believes the key to success is to balance stakeholders’ interests through focus on value-added services.
  • 4. 1901: William Harley and Arthur Davidson started company 1903: They made available to the public the first production Harley Davidson Motorcycle. Three were built and sold. 1904-06: Production increased to eight motorcycles. First factory was built on Chestnut street (Harley Davidson’s headquarter today.) 1907: The company was officially incorporated. 1918: Almost half of all Harley Davidson motorcycles produced are sold for use by the U.S. military in World War I (20,000 estimated used by the war’s end). 1920: Harley Davidson is the largest motorcycle manufacture. 1933: An art-deco “eagle” is painted on all gas tanks. 1945: World War II ends and HD has produced almost 90,000 models for military use. 1969: HD merges with American Machine and Foundry Company (AMF), a longtime producer of leisure products.
  • 5. 1981: Vaughn Beals, head of HD, and 13 other executives conducted a leveraged buyout of the company for $65 million. 1985: Citicorp refused to lend HD any more funds, 4 hour. 1993: Acquired 49% interest in Buell Motorcycle Co. , a manufacturer of sports performance motorcycles. Buell’s mission was to develop and employ innovative technology to enhance “the ride” and give owners an experience no other brand could provide. 1995: HD acquired Eagle mark Financial Services, Inc. They provided credit to product manufacturers , their dealers, and customers in U.S. and Canada. 1996: They concentrate their financial and human resources on its core motorcycle business. 2000: Several models were introduced. First female racer added to Harley Davidson racing team in an effort to capture female support. 2007: Harley Davidson Financial Services financed 55% of new HD motorcycles retailed by independent dealers in the U.S.
  • 6. HARLEY DAVIDSON AS A BRAND Long-term relationships with the customers Harley Davidson – Brand Values Freedom – Go wherever you want to, whenever you want to. Authenticity – Noted for the tradition of heavy customization, Oldest and quality name in manufacturing bikes. Community Building– HOG has 1.4 million members, Ride Planner to plan trips, H-D Photo Center for posting photos of memorable trips.
  • 7. Rituals Community festivals and monthly or annual rides/events are conducted regularly, buttons and pins from an activity/event are worn on jackets. Masculinity : Unique sound of the exhaust, association with icons in films. Toughness : Rugged heavy design and look of the bikes. Brand Extension. Brand over-extension.
  • 8. Retails sales : 70,517 vehicles Share Price : $ 67.44 Total Income : $ 623,925,000
  • 9. U.S Market Share 48% Europe Market Share 9% Asia Pacific Market Share 9%
  • 10. EPS : Dividend / Share : Operating Income : HD in Pune $ 2.72 $ 0.62 $ 284.7 M
  • 11. Premium Value Geographical Psychological
  • 12. It is strategy in which setting higher price for the similar products. Skim the cream
  • 13. In Rupees SPOSTER 6,95,000- 11,95,000 DYNA 13,95,000-15,45,000 SOFTAIL 18,45,000-19,45,000 V-ROD 18,95,000 TOURING 20,45,000-21,95,000 CVO 34,95,000
  • 14. It creates prices base on the customer value. Customer delightment and satisfaction. Niche market. Value pricing against Japanese producers.
  • 15. KAWASAKI NINJA 2,70,000 SUZUKI HAYABUSA 12,50,000 DUCCAITTI YAMAHA YZF 14,09,705 12,50,000
  • 16. Its denotes as the symbol of royalty Durability Masculinity Brand name Willingness to pay more
  • 17. 110
  • 18. STRENGTHS Domestic and International Market share Product quality Strong brand loyalty H.O.G.s (Harley Owners Group) & B.R.A.G. (Buell Riders Adventure Group) Strong distribution network
  • 19. WEAKNESS Harley Davidson does not emphasize price in it’s product Harley Davidson has had difficulty gaining market share in some European countries.
  • 20. OPPORTUNITIES The international heavy weight market is growing and almost as large as the U.S. heavyweight market. Women and younger riders are increasingly becoming interested in bikes – Japan has more female H.O.G. members. Alliances with other automobile manufacturers are possible. Industry registrations of domestic heavyweight motorcycles are increasing. Customers value quality parts and accessories.
  • 21. THREATS Harleys ongoing capacity restraints caused a shortage of supply and a loss in domestic market share in recent years. Harleys average buying age is 46 years old and increasing. Some competitors of Harley Davidson have larger financial and marketing resources and they are more diversified. Shifts in buyer needs and tastes. Customer loyalty in European and Asia countries. Costs could become expensive from international importing – for example – in India 60% tax on total cost for importing an automobile and 30% road tax.
  • 22. What makes buyers so loyal ? What is the reason behind high price ? Do you know that many people buy H-D just to join in H.O.G ? 1000000 members in H.O.G What is this H.O.G ?