4. Founded in 1903 inWisconsin , United States
byWilliam S.HarleyArthur Davidson &
WilliamA. Davidson
Leading American manufacturer of Heavy
weight motorcycles .
After theWorldWar 2 , It was the leading
manufacturer of motorbikes market in the US
and had monopoly in the market due to
closure of its main rivals .
Sells through over 1500 dealers worldwide .
5. Fulfilling dreams of personal freedom is more
than a phrase . It’s our purpose and our passion.
We bring a commitment . exceptional
customer experiences to everything we do –
from
the innovation of our products to the precision
of our manufacturing – culminating with our
strong supplier and dealer networks. We are
Harley-Davidson.
7. Values are the heart of HD business , they
guide our actions and serve as the framework
for the decisions and contributions our
employees make at every level .
Tell the truth
Be fair
Keep your promises
Respect the individual
Encourage intellectual curiosity
8. Motor Cycles
Bike accessories
Buell Motor cycles: wholly
owned subsidiary of Harley
by 2003 (closed now)
12. Customer Loyalty – It is unequivocal .
Be Different –They celebrate that difference .
Priced well above – Cult brands are generally priced well above the
industry level .
Strong Customer Relationship – It makes customer’s experience very
unique and make them feel that they are part of an exclusive group –
brand communities .
Small Customer Base – It has relatively very small customer base ,with
enormous loyalty , spreading the good word and spending lots of money.
18. Y E S
The H.O.G. program has over 1 million
members across 1,400 chapters .
19. To enlarge its customer base , what would you
recommend Harley-Davidson do to cultivate
long-term relationships with a younger
audience ,aged between 18-34 ?
20. Customer ProfitabilityAnalysis
The marketing funnel
Reducing the rate of customer defection
Offering quality products to enhance “share
of wallet”
21. ThankYou
Created by Harshil Jain , Commerce College ,
Jaipur during a marketing internship with
Prof . Sameer Mathur , IIM Lucknow