Harley Davidson is one of the most successful brands in creating a cult among it's customers through their various initiatives in the course of time. So let's see how they did that...

5. • Founded in 1983.
• 1.1 million+ member
• Focused on riding
• Largest company sponsored motorcycle
enthusiast organization.
• Good way of PR and Advertising

6. • It retailed its products through an
independent dealer network.
• Dealers also sold through non traditional
retail outlets such as SRLs, AROs, SROs
• As of 2010, total dealers are 1334
• Dealers were trained by the Harley
Davidson University.
• In 2009, Harley opened the fit shop at its dealerships wherein customers could
customize their bikes

7. E.g: Using the online catalog, customers could create
and share a product wish list.
Promotion: word of mouth, magazines, catalogs,
and brochures.
Customers: sales force
Bikes, accessories and clothing : calling cards.
Low advertising budget.
Experts view: Harley sells a “lifestyle by creating an
experience around the product.”

8. Crowdsourcing is the process of
obtaining needed services, ideas, or
content by soliciting contributions
from a large group of people, and
especially from an online
community, rather than from
traditional employees or suppliers

9. Creativity Model
• Using the concept of crowdsourcing Harley
developed a new support structure and called
it the ‘Creativity Model’.
• Generating new ideas from existing and
potential customers.
• The best ideas would receive cash awards.

10. “No Cages” Campaign

11. In November 2011, Harley
launched its official Facebook Page.
Around 3 million Harley fans on
Facebook.
Helped the company to attract
younger customers towards the
brand (Age: 18-34).
Fans submit and review the ideas
on the page.

12. A Risky Ride?
• In 2011 Harley suffered a loss of $42.1 million.
With the launch of the new No Cages
campaign the sales improved and Harley
registered a growth in revenues by 13.5% and
a 10.9% increase in sales.
• Harley plans to use crowdsourcing in future
endeavors.