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Executive Summary
The report explains the evolution of Integrated Marketing Communication in the past years.
The strategic methodology of brands in communicating with the customers and maintain
positive feedback from the customers by creating loyalty and positive brand image. The one
voice strategy of connecting with customers is explained by the example of Harley Davidson
brand. This report represents Harley Davidson branding strategy in building unshakable
loyalty and trust within then consumers.
The report starts with the Motorcycle class; in which Harley Davidson brand has achieved an
incredible brand image. The values attached to motorcycles and the dramatic shift in the
industry. The journey of Harley Davidson motorcycle as just a motorcycle; used as a mode of
transportation in the early twentieth century to a legendary brand where owning a Harley
Davidson motorcycle is considered as pride for owners. The usage of the bar and shield logo
since the 1910 and till date; the acceptance of the logo by the enthusiasts. The
representation of an attitude by its brand logo has been consistent for over 100 years. The
Harley Davidson customers and target audience around the globe and the shift in
demographics. The indication of sales figures annually around the globe.
The Harley Davidson being so hot and maintaining an unshakable loyalty for years; is a
marketing excellence. The concept and tactics of implementing Integrated Marketing
Communications and 360 degree marketing in branding Harley Davidson; as a cult brand.
The change in strategy with respect to the change in demographics; introduction of
innovative concepts and media planning in attracting newer target groups. The report
explains the effective execution of planned messages across its target groups and
generation creating a positive word of mouth among the enthusiast around the globe.
The report concludes with the recommendation on expansion of target groups and the ways
in which the expanded target groups can be attracted.

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Table of Contents
Executive Summary....................................................................................................................1
Introduction ...............................................................................................................................3
“The Motorcycle Class”..............................................................................................................3
“The Bar and Sheild Logo” .........................................................................................................5
“Harley Davidson Devotees”......................................................................................................5
Demographics ............................................................................................................................6
“Why is Harley Davidson so Hot?”.............................................................................................7
“Straddling Demos and New Strategy”......................................................................................8
Conclusion................................................................................................................................10
References ...............................................................................................................................11

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Introduction
The cost of media is increasing day by day. Each and every brand in the market is competitively
increasing their activity. These factors make it tough for the brands to break the clutter in sending
out messages to their target audiences. As the product differences are narrowing in each market
sector; brands try to compete in products and communication. Effective communication plays a vital
role in success of a brand. In cultivating a brand identity in the consumers mind it takes a continuous
and effective communication; in differentiating itself from the competitors. There have been
legendary brands in various product categories in establishing or cultivating their brand image as a
cult brand. Some brands communication has been strong towards the public not only in their
geographical regions but worldwide. Communication has evolved and changed in years in various
mediums in connecting to the public. Each and every established brand has not only proved itself
legendary through communication but through their sustainability in the product quality and the
communication process with their respective target audiences. Brands have traditionally formed an
association with their customers; by interacting with them in creative ways; creating a strong brand
value and loyalty among the customers.
“The Motorcycle Class”
The motorcycle has a long history in their product class with the customers. Motorcycle has
been an evolution in its type for their designs and use. The sense of belonging attached to it
is incredible; the product has more values attached to it than the use of it as a mode of
transportation. The use of motorcycle or the attachment to a motorcycle has undergone a
dramatic shift since it has been invented. Motorcycles have moved from a perception of
mode of transportation to recreation and a symbol of pride. Motorcycles have now been a
sign of lifestyle and status. In America motorcycles has evolved as a heritage in the
American history. The association of Harley Davidson with American culture has grown
bigger and bigger since its use in the American market. Harley Davidson brand in America
holds great respect and a distinctive feeling among the owners. The Harley Davidson name
alone invokes up a legendary image of power, rebellion and classic style in an American for
its association with the American culture. The Brand has not only created its image within

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America but worldwide shares the same feeling among its owners and the general public.
Harley Davidson rebellious spirit and the feel of freedom and brotherhood among the
owners worldwide have strengthened the brand from within and has established as a cult
brand within the motorcycle industry. The brand has been distinctive and traditional in its
design; Harley’s configuration and low design has a stable visual element attached to it; the
characteristic of sound and thumping feeling has made the motorcycle brand legendary.
(Michael J. Pugliese, 2002)
“We full fill 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. ” (www.harley-davidson.com) (Davidson)
Consider Harley Davidson; The US Based Harley Davidson personifies the typical ‘bikers'
divinity. A brand that has cultivated a brand image in the consumers through the experience
of motorcycling, they have developed this image in the minds of motorcyclist and the
general public. Harley Davidson represents the ultimate symbol of individualism. The Harley
Davidson Motor Company has an unshakable loyalty and advocacy attached to it and the
customers are assigned to it. Harley Davidson is perceived as the world’s most recognizable
motor company brand and the brand is deeply connected to the American cultural values.
Harley Davidson has developed a brand image or symbolized themselves as rugged
individualism, freedom and rebellion. Buying a Harley Davidson motorcycle is not just for
motorcycling or as a mode of transportation it is the lifestyle, attitude and the way of living
attached to it. It is the pride of owning a Harley Davison motorcycle. Harley Davidson brand
is cited in major marketing books as an example, top 100 brands and cult brand polls for its
ability to generate exceptional loyalty, brand image and profits for its stake holders. Harley
Davidson has captured the market share and the mind share; extracting a premium of each.
The consistency in Harley Davidson brand image and personality for more than 107 years is
remarkable. (Sydney Finkelstein, 2008)

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“The Bar and Sheild Logo”
The Harley Davidson logo is been used by the company since 1910; and till date it is the
same. The logo is famous and has been recognized by the fan, users of Harley Davidson
bikes, the motor cyclist entusiast and the general public around the globe since it was first
launched during a motorcycle race.The Harley Davidson logo represents a simple, honest,
straight forward and a macho image; the logo represents strength and ruggedness. The logo
design completely represents the attitude of the brand to which the bikers are devoted. The
brand logo has been tatooed on the body of loyal customers. (Michael J. Pugliese, 2002)
“Harley Davidson Devotees”
Harley Davidson Motor Company in its approach towards the consumers; the marketers
have been very smart. Harley Davidson has a legacy in American motor transport and a loyal
following. There are more than 70% loyal customers following repeat purchase. The Harley
Buyers purchase bikes for recreation and for association with the brand; transportation is
not the major concern and the owner is a experienced rider. The image of Harley Davidson
is a bad boy image but the bad boys are not actually gangsters. Over two third owners of the
Harley Davidson Motorcycle have some education beyond secondary education and more
than thirty percent of the owners have college degrees. Harley’s buyers are in fact baby
boomers and there are aging as the buyers age of the Harley bikers are 46 years as per the
statistics of 2001. Harley Davidson devotees include women. Harley Davidson targets
women to complete the Harley Davidson family. The number Harley Davidson female
owners grew from 600 in 1985 to 30,000 in 2005. Harley davidson company has established
a community “Harley Owners Club (HOG)” which has about 500,000 members in 115
countries. Harley davidson has segmentted its products into four categories which includes
women. (Speros, 2004) (Bronson & Beaver, Jun/Jul 2004) (Koons, 2006)

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Demographics
Gender 2007 2006 2005 2004 2003
Male 88% 88% 88% 89% 89%
Female 12% 12% 12% 11% 11%
(Davidson)
2007 Purchasers
52% of the owners have been using Harley davidson Motorcycle in their lifetime.
33% of the buyers owned a motor cycle previously.
15% of the buyers are first time owners of the motorcycle. (Davidson)
World Wide Retails Sales Of Harley Davidson Motorcycles.
Regions
Year
2008 2007
North America Region 2,35,441 2,66,551
European Region 45,042 42,302
Asia Pacific Region 25,429 23,454
Latin America Region 8,037 5,467
Total Sales 3,13,769 3,37,774
(Davidson)

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“Why is Harley Davidson so Hot?”
Most of the brands have logos and positive associations but lack the emotional bonding and
unshakable loyalty that characterize a true cult brand. Marketers of Harley Davidson Motor
Company have made it happened. Marketers have understood the power of building deep
connection with the consumers as the customers are the true builders of the brand.Harley
Davidson image didn’t happen overnight. Harley davidson has cultivated its image and
unshakable loyalty over more than 100 years and covered itself around its customers using
multiple marketing techniques an approach reffered as 360 marketing and Integrated
Marketing Communications. (Speros, 2004)
Integrated Marketing Communications has evolved in the past recent years fron a tactical
orientation to a strategic orientation for marketers. The pratice of Integrated marketing
Communications has moved from a local point of view to a global point of view in building
touch points with the customers. Intially it was a emmerging development for brands but
has now evolved into a major communication development. Integrated Marketing
Communications as evolved as a customer oreinted communication plan.Integrated
Marketing Communications is been practiced in various business context and is being
implemented in different ways based on different product and market situations. As the
demand of Integarted Marketing Communications tools is based on the situations that
result effectivelly. (Stephen J. Grove, 2007)
The success in the Harley Davidson branding is the concept of IMC and 360 degree
marketing.Harley Davidson is one of the most valued brand by the customers worldwide.
The Harley Davidson company has been following the universal marketing philosophy i.e the
consumers want to feel good on purchase of any product. Therefore the consumer
behaviour discovered by the company in buying decision is more towards emotional than
rational; customers follow their inner instinct in the decision making process. Harley
Davidson realized that the consumers would never purchase any of their products if the
consumers thought the quality of Harley Davidson products were not satisfactory. The
marketers of Harley Davidson came to a conslusion of altering the marketing message from

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quality perspective. The marketers designed a intensive and distinctive marketing effort.
(Anonymous, 2007)
“Straddling Demos and New Strategy”
Harley Davidson is now targetting young male buyers and female customers worldwide.
Harley Davidson through various mediums have developed touch points in connecting with
the target customers. The developed a new target group which Harley davidson called out
as “Dreamers”; they managed to connect with the target group through direct mails
program. The Harley Davidsom company would reply the poteintial customers through
“attainability program” where in the package consisted of product offering, finance
arrangements and information of their local dealers. The thought behind this was simple in
creating a aspiration of owning a Harley Davidson Motorcycle. The marketers have designed
a rider education program called the “Riders Edge” which resulted in a development of
branded training program for a particular target group. The class majorly consists of women.
To make an effective communication the classess are held especially for women only.
Advertisement is also playing a major role in maintaining the brand image. The print
advertisements of alone Harley Davidson motorcycle parked on the edge of a highway with
a copy “This Country wasn’t founded on the declaration of blending in.” (Buss, 2004)
representing an attitudeof individualism and freedom. The print medium folllowed by the
Harley marketers are targetting the working class then to the business class people. The
Harley marketers don’t much follow the TV medium as compared to the print medium.
Harley Marketers are using the humour in their Televison advertisements conveying the
brands aspirational message of individualism. Harley Davidson through the televison
advertisement are conveying the message of reinforcing the idea of “not letting the dream
get away from you”. Harley Davidson established HOG “Harley Owners Group” in 1983 with
more than 500,000 members; the group has become the integral part of Public Relations
and Event marketing. The HOG generates a huge attendance of the HOG members annually.
The HOG since its development has generated word of mouth publicity towards the public.
The customers attending the event feel good about themselves. Harley Davidson dealers
have been increasing worldwide creating brand awareness and brand experience for the

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customers. Harley Davidson dealers have been the marketers associates in creating their
distinctive brand image worldwide. The Harley Davidson company has formed a online
market place for the dealers where the customers and the dealers trade used Harley
Davidson Motorcycles. The company has developed incentives for the dealers in developing
retail infrastructure in desired locations. In todays date Harley are sold in the attractive
retail outlets creating a brand experience that promote the Harley Davidson brand. These
attractive retail stores have been selling Harley Davidson merchandise to the aspiring
customers of the brand. The Harley Davidson company has formed a internal advisory body
of brand marketers that meet once or twice a year and resolve the licensing issues and
decisions. As this internal internal body govern the issues related to brand perspective and
not to the business perspective of the company. Harley Davidson company working with
local retailers developed a travelling demo where the motorcycle enthusiasts trying the new
products and generating feedback over the products. This created a positive word of mouth
among the motorcyclist public. (Buss, 2004) (Anonymous, 2007)
Harley Davidson company with the dealers introduced a program of interacting and
educating with the female target group in a different manner. The program is called out as
the “Garage Party” the concept is to bring in women to join the Harley Davidson family; the
gathering is meant to be more of a social gathering than of educational gathering. In the
program women learned things like the selection process of a bike and about bike
accessories and parts; the idea of customization. The dealers are now being trained in
making the program successful. Events and conference are organized for women; where
women can ride the Harley Davidson Demo Motorcycle and interact with the industry
experts and share their views about the products and participate in panel discussions and
seminars; offering them a chance to form a network within them and ride the motorcycles
within the scenic area. (Schmitt, 2006)

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Conclusion
From the above study it clearly shows the marketers have strived and introduced creative
ways of connecting with the target consumers with different mediums in one voice and
have generated feedback and unshakable loyalty. The major issues faced by the brand is the
shift in the demographics of the consumers world wide. The brand has a renouned brand
awareness but the company sales are not increasing. As per the statistics the sales
decreasing year by year. The reason is the cost of the Harley Products are high; undoubtedly
the aspirations for owning the brand products are high but the conversion ration into sales
is considerably less. Harley Davidson Motor company has been targetting the customers by
inviting the people to join the Harley Davidson family but the family also consists of small
kids. The effort is not high in attarcting the kids. Therefore in order to shift from the
maturity stage to the growth stage of the product life cycle the brand should target
teenagers and involve them into the family with their parents. This can be done Harley’s
marketers arranging events involving teenagers and kids. Harley designing a new online
game where in the players can customize their own Harley Davidson and travel the globe.
Which creates connection with the target group and generates aspiration; by making them
the potential customers for the future. This game can be played online wherein
competitions can be held within the players on a global level and the involvement can be
increased by rewarding the winners a Harley davidson tour with their family and friends.
Resulting in interacting with the dealers and retailers by publicising the dealers outlet in the
game.

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References
Anonymous. (2007). Power of Emotion. Yard & Garden , 15,7.
Bronson, J. W., & Beaver, G. (Jun/Jul 2004). Strategic Change in the face of success? Harley Davidson,
Inc. Pg. 205.
Buss, D. (2004). Can Harley Ride the New Wave? Brandweek 45(38) , 20-22.
Davidson, H. (n.d.). Harley Davidson Company. Retrieved March 2010, from Harley Davidson
Compnay website: http://investor.harley-
davidson.com/demographics.cfm?locale=en_US&bmLocale=en_US
Koons, C. (2006). Harley Davidson Markets to Women. Wall Street Journal , 1.
Michael J. Pugliese, J. C. (2002). Capturing a rebel: modelling the Harley- Davidson brand through a
motorcycle shape grammar. Research in Engineering design , 139-156.
Schmitt, G. (2006). Hog Wild for H-D. Dealer News , 70-72.
Speros, J. D. (2004). Why The Harley brand's so hot. Advertising Age , 75(11).
Stephen J. Grove, L. C. (2007). Comparing the application of integrated Marketing Communication in
Magazine ADs across product type and time. Journal of Advertising , 37-54.
Sydney Finkelstein, C. H. (2008). Vision by design: a reflexive approach to enterprise regeneration.
The Journal of Business Strategy , 29 (2), 4-13.