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Harley Davidson Marketing


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Harley Davidson Marketing

  1. 1. Team Master Marketers
  2. 2. Problem Statement Harley-Davidson's market is shrinking due to an aging core  and a lack of interest from the younger potential market.
  3. 3. 1. Define Current Market 2. Define Target Market 3. Make Strategy for Merging Target Market Without Losing the Current Market Marketing Plan Objectives
  4. 4. Current Market <ul><li>  </li></ul><ul><ul><li>Target Market: average age 47 </li></ul></ul><ul><ul><li>1987 Target Market: age 35 </li></ul></ul><ul><ul><li>Average Income </li></ul></ul><ul><li>has risen from $38,000 in 1987 to $83,000 in 1997. </li></ul>
  5. 5. Target Market <ul><li>Expansion of Target Market to: 25-44 </li></ul><ul><li>Income: Upper- Mid, Wealthy </li></ul><ul><li>  Kids & Cul-de-sacs </li></ul><ul><ul><li>Urbanicity: Suburban </li></ul></ul><ul><ul><li>Income: Upper-Mid </li></ul></ul><ul><ul><li>Presence of Kids: HH w/ Kids </li></ul></ul><ul><ul><li>Employment Levels: White Collar, Mix </li></ul></ul><ul><li>Young Digerati </li></ul><ul><ul><li>Urbanicity: Urban </li></ul></ul><ul><ul><li>Income: Wealthy </li></ul></ul><ul><ul><li>Presence of Kids: Family Mix </li></ul></ul><ul><ul><li>Employment Levels: Management </li></ul></ul>
  6. 7. Differentiation and Positioning <ul><ul><li>Resale Value </li></ul></ul><ul><ul><li>Low Cost of Ownership </li></ul></ul><ul><ul><li>Lifestyle vs. Motorcycle </li></ul></ul>
  7. 8. Marketing Strategy <ul><ul><li>Going International </li></ul></ul><ul><ul><li>Re-Branding as the </li></ul></ul><ul><li>&quot;Sexy&quot; motorcycle </li></ul><ul><ul><li>Placement in American Youth Culture </li></ul></ul><ul><ul><li>Movement away from </li></ul></ul><ul><li>&quot;Son's of Anarchy&quot; stigma view </li></ul><ul><ul><li>Reinforcing the quality of the bikes </li></ul></ul>
  8. 9. Product <ul><li>&quot;The term &quot;product refers to tangible, physical products as well as services.&quot; </li></ul><ul><ul><li>Huge opportunity to expand in a growing international market </li></ul></ul><ul><ul><li>Rebranding as &quot;young and sexy&quot; </li></ul></ul>
  9. 10. Place <ul><li>Place or &quot;Distribution is about getting the products to the customer&quot;. </li></ul><ul><ul><li>Close relationship with dealers </li></ul></ul><ul><ul><li>Linking Product with the younger generation </li></ul></ul>
  10. 11. Promotion <ul><li>&quot;Promotion represents the various aspects of marketing communication&quot;. </li></ul><ul><ul><li>Expanding into an International market </li></ul></ul><ul><ul><li>Indian market </li></ul></ul><ul><ul><ul><li>12 new models </li></ul></ul></ul><ul><ul><li>Brazil </li></ul></ul><ul><ul><ul><li>Nine new retail outlets </li></ul></ul></ul><ul><ul><li>  </li></ul></ul>
  11. 12. Price <ul><li>In terms of the marketing mix, price deals with the pricing decisions of the company. </li></ul><ul><ul><li>Prices can vary </li></ul></ul><ul><ul><li>Revenues will rise </li></ul></ul><ul><ul><li>Prices may decrease in the international market </li></ul></ul>
  12. 13. Implementation <ul><ul><li>Invest in an international market: </li></ul></ul><ul><li>Advertising in India and Europe </li></ul><ul><li>to compete with Yamaha, </li></ul><ul><li>Suzuki, and Honda </li></ul><ul><ul><li>Invest in the younger generation: </li></ul></ul><ul><li>Re-branding the negative stigmas and promoting the finer qualities of </li></ul><ul><li>Harley-Davidson </li></ul>
  13. 14. Team Master Marketers