A case study on the motorcycle manufacturing company.

1. "LIVE YOUR LEGEND"

2. HISTORY AND MISSION
Harley Davidson is an American motorcycle manufacturer,
founded in 1903,at Wisconsin,United States. It was founded by
Wiliam S. Harley, William A. Davidson and Arthur Davidson.
After having suffered the period of the Great Depression ,two
World Wars and numerous other periods of poor economic
health, it has emerged as the word's largest motorcycle
manufacturer, iconic for its brand loyalty.
MISSION-"we bring a commitment of exceptional customer
experience to everything we do- from innovation of our
products to the precision of our manufacturing- culminating
with our strong supplier and dealer networks.”

3. Harley Davidson is present in two segments -
1. Harley Davidson Motor Company(HDMC)-associated
with manufacturing and selling the power packed
motorcycles.
2.Harley Davidson Financial Services(HDFS)-Associated
with retail,wholesale and Insurance related services in
only Canada and U.K.

4. Marketing Mix -The 4 Ps
1. Product-Very strong product portfolio,line and category extension,
customization and high technology product which impresses customers.
2. Price-Ultra premium pricing for the motorcycle segment,which has
contributed to premium positioning in the minds of the customers.
3. Place-Selective distribution and the showrooms are only found in
the premium places(place of the target customers).
4. Promotion-Test rides ,rallies, sponsoring in events,glorifying the
bikes in movies and T.V. series.The major pull is the product and the
display of the product.

5. Marketing
Strategy
Events for
Harley
Owners
Large
Dealership
Network
Targeting
variety of
customers
nowadays
Learn To Ride
Program
Highly
customized
motorcycles

6. Cult Branding-Rules and Features
Harley Davidson can be considered to be cult brand. Cult brands have
some key features.They are-
Cult brands have a small customer base with enormous brand
loyalty.
They attract customers with propositions different from the
mainstream
They tend to differentiate their product well as well as dare to be
different.
They are normally well priced.
They promote a sense of personal freedom,determination and are
inclusive.

7. The huge success of the company can be attributed to it
gaining the loyal support of its customers.Its core
customers are primarily men above 35 but nowadays even
women and young adults are joining the brand
community.The company strives towards customer
satisfaction and providing the ultimate "Harley
Experience"
Brand loyalty can be achieved by-
1.Interacting closely with customers.
2.Developing loyalty programs and a strong brand
community.

8. The Harley
Davidson Riding
Academy
personalizes experience

9. Operation Personal
Freedom
Promotes loyalty

10. The Rolling Thunder Honours
promotes a sense of comradeship

11. Introducing people to the Harley Experience with the excitement of baseball

12. Add subheading
The Harley Davidson Museum

13. The Harley Davidson Street 750
motorcycles in the flat track racing
event-X GAMES

14. A strong brand community-H.O.G
The Harley Owners Group

15. Advertisements
The company has always come up with quirky ads which
catches the eye.All its campaigns consist of a central theme
and it works on it.Its most recent campaign -"Live Your
Legend"-inspires people to enjoy the freedom of life and
carry on the legacy of the brand. It is portrayed beautifully
in the form of stories of the cult followers.

16. S.W.O.T. Analysis
Strengths:
Cult Brand
H.O.G Rallies
Loyal Customer Base
Product Range
Rich Heritage and Financial Stability
Weaknesses:
Limited manufacturing units
Over dependence on the U.S.
markets.
Relying on limited suppliers.

17. Opportunities:
Expansion into Asian and
European markets.
Develop low heavyweight
vehicles for youngsters.
Draw in female customers
through marketing campaign.
Threats:
Myopic approach-Over
dependence on U.S. market.
Competitors with lower price
offering.

18. Questions from the book Marketing Management.
Q1. What has Harley Davidson done with its H.O.G. program to create an
extraordinary customer experience that is unique and valuable to all its
customers? Has the motorcycle manufacturer been successful?
Ans:H.O.G stands for the brand community of Harley Davidson- Harley
Owners Group. Members of H.O.G are able o enjoy exclusive benefits. They
are invited to new product launches, major destination rides, charity events
to be naming a few. Each and every country has their own H.O.G. whose
members organize rallies and various events.Harley Davidson is a lifestyle
brand. During H.O.G rallies while riding with other Harley owners ,riders
experience a sense of bonding,along with freedom and adventure. Families
,children and women are also a part of H.O.G.
All these initiatives are taken to promote a strong customer relationship
with the brand and promote loyalty. Harley Davidson has been highly
successful in it.

19. Q 2. To enlarge the customer base, what would you recommend Harley-
Davidson do to cultivate long-term relationships with a younger
audience,aged between 18-34?
Ans. To enlarge its customer base and attract the younger customers.
Harley Davidson should introduce low heavyweight motorbikes for them,
with designs that would suit them. It should organize test rides for them
only and also organize events specially for the young customers. Also
during the major H.O.G rallies these youngsters would be permitted to be
present so that they can glimpse the thrill of the Harley Experience.
Young personalities can also be used for endorsement.

20. SUMMARY
History and Mission.
The 2 segments- HDMC and HDFS.
Marketing Mix-The 4 Ps.
Marketing Strategy
Cult Branding
Brand loyalty-How is it acquired
Events which draw loyal customers and promote freedom and thrill.
The various advertisement campaigns.
S.W.O.T. Analysis
Questions from the book- Marketing Management- by Kotler and Keller.

21. DISCLAIMER
These slides were created by Surabhi Shome, Nit Durgapur
during a marketing internship program under professor
Sameer Mathur,IIM Lucknow.