5. CURRENT SALES & COMPETITORS
MAIN COMPETITORS:
• Honda Motor
• Suzuki Motor
• Yamaha Motor
• Kawasaki
Harley’s market share of women
increased 7 percent, while the competitors
declined 4.5 percent.
7. MEET SARAH
Age: 46
Location:
Sacramento, California
Occupation: Financial
Consultant
Hobbies: Riding her
motorcycle, Kings
basketball season ticket
holder, Director of NCL
8. TARGET AUDIENCE
- Generation X Women between the ages of
35-54
- Full time employees
- Household income at or above $75,000
- Married with children
The size of our target audience for female
consumers is 6,914,000. This campaign aims to
reach 73% of these women, for a total of 5,047,220.
9. MEDIA OBJECTIVES:
Reach 73% of the target audience for a
total of 5,047,220 women
Create greater market share by 15%
19. TRADITIONAL- TELEVISION
MORNING & PRIMETIME SLOTS
Popular shows with high indexes
amongst target market were selected
MORNING SPOTS- TALK SHOWS
1. Good Morning America (101)
2. The View
3. The Today Show (117)
PRIMETIME SPOTS- REALITY BASED
SHOWS
1. Dancing with the Stars (141)
2. Amazing Race (160)
3. 20/20 (142)
4. The Voice
22. MEDIA MIX- RADIO & OUTDOOR
• Gen Xers report an average of
3.9 hours spend weekly
commuting to and from work
• Female motorcycle audience
has the highest propensity to
listen to:
1. Country (135)
2. Alternative (132)
• Allocating radio & outdoor to
top 3 markets for motorcycle
sales (FL, CA & TX)
• Implementing billboards along
major highways for June, July
& August in top market cities
28. EVENT:
“Working Heels to
Harley Wheels”
• Harley’s first females-only
event
• Emulating
professional, fun, adventuro
us women
• Promotion for the “Sportster”
bike.
• Women-only environment
creates a comfortable
environment
32. FUTURE STRATEGY PLANS
• Increase awareness amongst female
target market
• Increase market share by 15% in U.S.
market
• Keep up-to-date with market forms of
communication & technology
• Make “Working Heels to Harley Wheels”
an annual and successful event
• Attract more women to the Harley brand in
the future
Start off talking about where Harley stands today. (we can put charts in here).
Talk about key brand issues here.
Jess: “Meet sarah. She is a 46 year old full time mom, wife, and financial consultant for a large corporation. Between juggling two teenage girls, a full social calendar, and a career that demands almost every second of her time, she desperately needs a stress reliever. The weekends is when she can break free. If even only for a few hours, she can get on her motorcycle, leave her hectic life behind her, and feel revitalized and alive.”
Jess: “Sarah is not the only women with this type of lifestyle. She is just one member of the target audience selected for this campaign. Generation X Women between the ages of 35-54, who are full time employees with a household income at or above $75,000 and who are married with children. Sarah is a primeillustration of this target audience for Harley Davidson becauseaccording to MRI data, the largestnumber of thesewomenarebetweenages 35-54 areworkingprofessional in management, business orfinancialoperations, aremarried, have children livingathome, and place a high priority on balancing their family life and career and greatly value maximizing their leisure time and quality of life. Now these women just have to be convinced that riding a Harley Davidson should be part of that leisure time they value so much.”
Talk about geographic considerations
Talk about our target markets media usage.
Talk about our target markets media usage.
Jess: “Another way to reach these women is through one of the top growing sites in the U.S., Pinterest. Over 68.2% of people on Pinterest are women, and over 50% of users have children. Forty percent of all Pinterest users are between the ages of 35 and 54. There is no other site currently on the web that attracts more women from the exact target market that this media plan aims to reach and this is where Harley needs to be making its “pinning” presence known as the hottest new trend in fun, female pastimes.”
Jess: “To maintain a strong presence on the site, two giveaway contest will take place. One in March and one in August each lasting two weeks. In the March contest women will compete in putting together a Pinterest board all about women’s experiences with Harley. The best creator of the pinboard will win a free invitation to the “Working Heels to Harley Wheels event and $1000 to spend there. The second contest will be held in August in which contestants create a memory board that documents their summer with Harley. It will be their motorcycle scrapbook via the web. The winner will receive $1000 to spend at the Harley store. These contests puts a fun spin on promotional content for the brand, and will also provide even more brand exposure for Harley on Pinterest.”
