2009 Media Plan: Harley Davidson

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2009 Media Plan: Harley Davidson

  1. 1. 2009 Harley-Davidson Media PlanBy: Brian Moses<br />
  2. 2.
  3. 3. Table of Contents<br />Executive Summary…………………………………………………………1<br />Situation Analysis……………………………………………………..…2-7<br /> Analysis of Marketing Objectives and Strategies……………..2<br />Competitive Considerations……………………………………………3<br />Target Audience…………………………………………………………….4<br />Geography Breakdown ………………………………………………….5<br />Timing and Purchasing Cycle…………………………………………6<br />Media Mix…………………………………………………………………….7<br />Media Objectives, Rationales, and Strategies…………..8-12<br /> Target Audience Objective..……………………………………………8<br />Timing/Scheduling Objective…………………………………………9<br />Reach and Frequency Objective…………………………………….10<br />Media Budget Objective……….……………………………………...11<br />Geography Objective…………………………………………………….12<br />Flowchart…………………………………………………………….…….13-14<br />Goal Summary……………………………………………..……………15-16<br />Market List…………………………………………………………………….17<br />Yearly Summary…………………………………………………………….18<br />Monthly Detail (May)……………………………………………………19<br />Frequency Distribution for May-August……………………..20<br />
  4. 4. Executive Summary<br /> Within the past few decades, Harley-Davidson has become more popular among females. Woman bike owners in the 850 cc class have grown 5.3 percent to 10.8 percent in the last ten years alone. <br /> Harley-Davidson plans to improve on this market by increasing sales of all models 883cc – 1200cc among women by 3000 units in the next year. In addition to sales increase, Harley-Davidson will also improve upon its image to female riders.<br />1<br />
  5. 5. Analysis of Marketing Objectives and Strategies<br />Methods used to sell product<br />Outdoor<br />Television (Spot, Cable, Net)<br />Newspaper<br />Magazine<br />Market/Brand<br />Brand/Product is at a mature market level<br />Market size for women is 7,000,000<br />Strong Brand Recognition <br />Regionally and nationally distributed<br />Budget<br />Past Budget - $26,554,800<br />Current Budget - $23,000,000<br />2<br />
  6. 6. Competitor Considerations<br />Major Competitive Players<br />BMW<br />Cagiva <br />Honda Motors<br />Indian MC<br />Kawasaki<br />KTM Motorsport<br />Polaris<br />Suzuki<br />Triumph<br />Yamaha<br />Victory M.C.<br />Competitor’s Media vs. Harley-Davidson’s<br />Competitors use same media as Harley-Davidson except for three. Syndication television, and national newspaper and radio.<br /> However, these three mediums have a weak target audience and CDI<br />Harley-Davidson spends more ad dollars in every medium participated in except for cable TV. (Harley-Davidson $7,997,100 – Honda $8,510,100<br />Competitors spend most of their ad budget in March, April, May, and June<br />3<br />
  7. 7. Target Audience<br />Demographics<br />Women ages 18-54<br />Household income greater than $50,000<br />Employed – part or full time<br />College education<br />Home owner<br />Married<br />Psychographics<br />Strong Confident Women<br />Women wanting a sense of adventure<br />4<br />
  8. 8. Geography Breakdown<br />Brand/Product/ Advertisement Distribution<br />Distributed nationally and regionally in West and East Central, and the South West.<br />Non MSA and MSA Suburban<br />Ads are distributed nationally with a heavy emphasis on spot advertising in prominent markets.<br />5<br />
  9. 9. Timing and Purchasing Cycle<br />Purchasing Cycle<br />Typically bikes are purchased during the beginning of the warmer seasons and during holidays<br />Parts and Accessories and bought throughout the purchasing cycle<br />Purchasing months include – April, May, June, July, August, and December<br />Timing Cycle<br />Recent advertising does not match up with purchasing months<br />Large part of the ad budget is spent in August<br />6<br />
  10. 10. Media Mix<br />Brand<br />The Harley-Davidson brand has been turned into a lifestyle<br />Strong brand recognition<br />Consumers and non consumers immediately associate the logo with the brand’s image<br />Media vehicles matching the lifestyle<br />Simple images/messages are key as the brand/product does not need much explanation<br />Ideal mediums include mostly visuals – outdoor, print, direct mail<br />7<br />
  11. 11. Target Audience Objective<br />Primary Target Audience <br />Women 18 – 54 <br />First time rider/buyers <br />Employed <br />House-Hold Income over $50,000 <br />Secondary Target Audience <br />Women 18 – 54 <br />Owners of Harley-Davidson bikes <br />Employed <br />House-Hold Income over $50,000 <br />Psychographics <br />Strong Independent Women <br />Wives of Harley-Davidson bike owners <br />Target Audience Sales Objective<br />Increase sales of all models 883cc – 1200cc among women by 3000 units in the next year. <br />8<br />
  12. 12. Timing/Scheduling Objective<br />Spring/Summer Months<br />Primary Scheduling<br />April – September will be hit hard with advertisements due to motorcycles being mostly weather-dependent<br />Approximately $2.8 million will be used per month for this time period<br />The advertising budget for these months will be spent fairly consistently.<br />The campaign will launch at the beginning of spring (April) to get riders excited for the summer months ahead.<br />Fall/Winter Months<br />Secondary Scheduling<br />October – March will not be as strong due to the weather and lack of interest in the winter months<br />Advertising in January will be significantly reduced due to January being a ‘dead’ month.<br />Approximately $1 million will be user per month for this time period<br />The advertising budget for these months will be spent fairly consistently<br />Outlier Months<br />December will have increased advertising despite the winter due to the Christmas season.<br />The ad budget for this month will increase to $1.3million<br />9<br />
  13. 13. Reach and Frequency Objective<br />Spring/Summer Reach and Frequency Objectives <br />Spot reach – 80<br />Spot frequency – 5<br />National reach – 70<br />National Frequency - 5<br />Fall/Winter Reach and Frequency Objectives<br />Spot reach – 70<br />Spot frequency – 5<br />December Reach and Frequency Objectives<br />Spot reach – 80<br />Spot frequency – 5<br />National reach – 70<br />National Frequency - 3<br />10<br />
  14. 14. Media Budget Objective<br />Spot and National Campaign<br />The budget will primarily be directed towards the spot campaign.<br />The spot campaign was chosen because of the high CDI numbers in select markets.<br />National ads will run far less than spot ads.<br />Spot ad budget - $16million<br />National ad budget - $7 million<br />Media<br />Mediums used include national and spot radio, magazines, internet, outdoor, and direct mail due to their high CDIs and strong following of consumers in the target audience<br />11<br />
  15. 15. Geography Objective<br />Binghamton, NY<br />Sacramento - Stockton, CA<br />Norfolk et al, VA<br />Wilkes - Barre et al, PA<br />San Diego, CA<br />Tampa et al, FL<br />Charlotte, NC<br />Portland, OR<br />Greensboro et al, NC<br />Greenville et al, SC-NC<br />Harrisburg et al, PA<br />Nashville, TN<br />Orlando et al, FL<br />Phoenix, AZ<br />Pittsburgh, PA<br />12<br />
  16. 16. Flowchart<br />13<br />
  17. 17. Flowchart (cont)<br />14<br />
  18. 18. Goal Summary<br />15<br />
  19. 19. Goal Summary (cont)<br />16<br />
  20. 20. Market List<br />17<br />
  21. 21. Yearly Summary<br />18<br />
  22. 22. Monthly Detail(May)<br />19<br />
  23. 23. Frequency Distribution forMay through August<br />20<br />

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