The New Harley-Davidson Team Awesome
   Harley-Davidson’s Mission Statement   “ We ride with our customers and apply this deep connection in every market we se...
Harley Davidson's current problem is the fact that their main target consumers, the baby boomers are getting older.    The...
Competitors         Yamaha   has an advantage because it offers a variety of different products beyond motorcycles, only 5...
Our Proposed Marketing Plan <ul><li>  </li></ul><ul><li>To create a new target audience that would in turn increase the ov...
Strategy: Identify New Target Audience <ul><li>  </li></ul><ul><li>Proposed target market: </li></ul><ul><li>men & women, ...
Product <ul><ul><li>Wide range of products and prices </li></ul></ul><ul><ul><li>Unique Features different from our compet...
Place <ul><ul><li>New Objectives </li></ul></ul><ul><ul><li>Positioning - Creative </li></ul></ul><ul><ul><li>Expansion - ...
Price <ul><li>Continue with the same price  </li></ul><ul><li>Wide Range of Prices: </li></ul><ul><li>Base Low - $7,999 </...
Promotion  <ul><li>Objectives – Utilizes social media to get more people involved in the brand, the next generation is the...
Marketing Tactics 1. College Campus Tours     2. To better utilize the forum that exists that is meant for communication b...
http://www.youtube.com/watch?v=EnN_u1PDgK4 Allocation of Funds Advertising
Positioning  <ul><li>  </li></ul><ul><ul><li>Identifying as a &quot;Dream&quot; machine. </li></ul></ul><ul><ul><li>Market...
Differentiation  <ul><li>  </li></ul><ul><ul><li>Encouraging their less expensive products. </li></ul></ul><ul><ul><li>Foc...
SWOT Analysis
Strengths <ul><ul><li>Solid Name </li></ul></ul><ul><ul><li>Solid Audience </li></ul></ul><ul><ul><li>Innovation </li></ul...
Weaknessess <ul><li>  </li></ul><ul><ul><li>Cutting off possible new audiences </li></ul></ul>
Oppurtunities <ul><li>  </li></ul><ul><li>•   Reach out to younger generation </li></ul><ul><ul><li>Reach out to women </l...
Threats <ul><li>  </li></ul><ul><ul><li>The greatest threat to Harley Davidson is other companies who sell motorcycles. Sp...
Implementation and Control <ul><ul><li>  Build relationships with college campuses and set the goal to go to one campus pe...
Any Questions?
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Team awesome

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  • 1. College Campus Tours     2. To better utilize the forum that exists that is meant for communication between Harley owners.   3. Hold expos in larger more urban cities with younger populations.   4. When advertising focus more on selling the &amp;quot;image&amp;quot; rather than the product to the younger generation, focusing on women and that Harley is an American way of life, while continuing some advertising towards the older generation.
  • Team awesome

    1. 1. The New Harley-Davidson Team Awesome
    2. 2.   Harley-Davidson’s Mission Statement   “ We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stake holders”. Harley-Davidson’s Vision     &quot;We fulfill dreams inspired by the many roads of the world by providing extraordinary motorcycles and customer experiences.  We fuel the passion for freedom in our customers to express their own individuality”.                                                                                                                                                    ( Harley )
    3. 3. Harley Davidson's current problem is the fact that their main target consumers, the baby boomers are getting older.    Their current strategy in not effective in reaching numerous potential customers. They have choosen to focus their investments in to the HD brand because they believe it will provide them with substantial long term opportunities in the global market The Problem
    4. 4. Competitors         Yamaha has an advantage because it offers a variety of different products beyond motorcycles, only 50% of it's revenue is generated from motorcycle sales.       Suzuki    after forming an alliance with Kawazaki in 2001, Suzuki was able to strengthen their product in many areas (product development, design, engineering, and manufacturing), allowing them to become a true global cometitor.        Honda is Harley Davidson's main competitor.
    5. 5. Our Proposed Marketing Plan <ul><li>  </li></ul><ul><li>To create a new target audience that would in turn increase the overall sales of the company. </li></ul>
    6. 6. Strategy: Identify New Target Audience <ul><li>  </li></ul><ul><li>Proposed target market: </li></ul><ul><li>men & women, age range is 25-55, who according to the U.S. Census 2000 make up 43.6% of the total U.S. population.  </li></ul><ul><li>  </li></ul><ul><li>Brite Lites Li’l City </li></ul><ul><li>Median HH Income is 75,000 </li></ul><ul><li>  ~  1.6% of U.S. Households. </li></ul><ul><li>Boomtown Singles   </li></ul><ul><li>Median HH Income is 41,000  </li></ul><ul><li>~  1.4% of U.S. households.  </li></ul><ul><li>                                 (Prizm) </li></ul>
    7. 7. Product <ul><ul><li>Wide range of products and prices </li></ul></ul><ul><ul><li>Unique Features different from our competition  </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Benefits that come along </li></ul></ul><ul><ul><li>Quality level </li></ul></ul><ul><ul><li>Packaging  </li></ul></ul><ul><ul><li>Branding  </li></ul></ul>
    8. 8. Place <ul><ul><li>New Objectives </li></ul></ul><ul><ul><li>Positioning - Creative </li></ul></ul><ul><ul><li>Expansion - International </li></ul></ul><ul><ul><li>Channel Type - Mix of new and old audience </li></ul></ul><ul><ul><li>Current Stores - Plans for new ones </li></ul></ul><ul><li>http://www.enelmibor.com/all-about-harley-davidson-image-and-beyond/ </li></ul><ul><li>  http://www.allaboutbikes.com/everyday/news/3447-harley-davidson-riding-a-new-road-with-victors-a-spoils </li></ul>
    9. 9. Price <ul><li>Continue with the same price  </li></ul><ul><li>Wide Range of Prices: </li></ul><ul><li>Base Low - $7,999 </li></ul><ul><li>Base Middle - $24,000 </li></ul><ul><li>Base High - $36,499 </li></ul>
    10. 10. Promotion  <ul><li>Objectives – Utilizes social media to get more people involved in the brand, the next generation is the ones who are using this media outlet, why not utilize it and grab their attention, not to sell the actual product, but to sell the brand </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>http://nwhog.wordpress.com/2010/12/06/harley-davidson-reach-and-relevance/ </li></ul><ul><li>http://www.enelmibor.com/what-do-you-know-about-harley-davidson-american-culture/ </li></ul>SWAG  Media Type
    11. 11. Marketing Tactics 1. College Campus Tours     2. To better utilize the forum that exists that is meant for communication between Harley owners.   3. Hold expos in larger more urban cities with younger populations.   4. When advertising focus more on selling the &quot;image&quot; rather than the product to the younger generation, focusing on women and that Harley is an American way of life, while continuing some advertising towards the older generation.
    12. 12. http://www.youtube.com/watch?v=EnN_u1PDgK4 Allocation of Funds Advertising
    13. 13. Positioning <ul><li>  </li></ul><ul><ul><li>Identifying as a &quot;Dream&quot; machine. </li></ul></ul><ul><ul><li>Marketing the less expensive bikes. </li></ul></ul><ul><ul><li>Focusing advertising on the bike, rather than the rider. </li></ul></ul>
    14. 14. Differentiation <ul><li>  </li></ul><ul><ul><li>Encouraging their less expensive products. </li></ul></ul><ul><ul><li>Focus on tradition. </li></ul></ul><ul><ul><li>Merge the new identy and the HOG mentality </li></ul></ul>
    15. 15. SWOT Analysis
    16. 16. Strengths <ul><ul><li>Solid Name </li></ul></ul><ul><ul><li>Solid Audience </li></ul></ul><ul><ul><li>Innovation </li></ul></ul>
    17. 17. Weaknessess <ul><li>  </li></ul><ul><ul><li>Cutting off possible new audiences </li></ul></ul>
    18. 18. Oppurtunities <ul><li>  </li></ul><ul><li>• Reach out to younger generation </li></ul><ul><ul><li>Reach out to women </li></ul></ul><ul><ul><li>Bridging the gap </li></ul></ul>
    19. 19. Threats <ul><li>  </li></ul><ul><ul><li>The greatest threat to Harley Davidson is other companies who sell motorcycles. Specific companies, such as Yamaha and Suzuki, market to a younger audience, and not only sell motorcycles, but other sports vehicles such as snow mobiles that appeal to a younger audience. Another threat would be car companies, because that would be a competition to the motorcycle. </li></ul></ul>
    20. 20. Implementation and Control <ul><ul><li>  Build relationships with college campuses and set the goal to go to one campus per state </li></ul></ul><ul><ul><li>Redesign and promote the current forum </li></ul></ul><ul><ul><ul><li>focus discussions within forum </li></ul></ul></ul><ul><ul><li>Contacting businesses in cities (ex: Grand Rapids) to participate in the expos while promoting our product </li></ul></ul><ul><ul><li>Creating a series of advertisements for the new target audience </li></ul></ul><ul><ul><ul><li>including social media </li></ul></ul></ul><ul><ul><li>Conduct evaluations </li></ul></ul><ul><li>  </li></ul>
    21. 21. Any Questions?

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