<ul><li>India is DIVERSE</li></ul>Infinite Cultures, Animated and Emotional Facets, Unpredictable Terrains<br /><ul><li>HERS is A Collective Society</li></ul>Yet collective in Niches, Bound by Values<br /><ul><li>Socio economic rollercoaster</li></ul>Extreme Wealth, Extreme Poverty separated by a lifetime of aspirations<br /><ul><li>Brand Consciousness?</li></ul>Old Faithfulness co-exists with merciless choice <br /><ul><li>GLOCAL FORCES</li></ul>James Bond’s suits endorsed by Amitabh Bachchan <br /><ul><li>NICHE = New Trend-Setters</li></ul>Consumers as community and evangelists<br />
What Is HARLEY To INDIA?tempests of illusions<br />
Harley is more than a chopper, more than a brand. <br />It’s spiritual. <br />Many aspire for a Harley Davidson Motorcycle yet cannot afford it. They may want the experience of the bike, but would also like to touch and feel another product which comes from the same makers. <br />It then is just not about the product but the sentiment<br />
Class vs. Mass dilemma<br />The Idea is to maintain the class, yet make it affordable to the mass. If not a bike, then what else could be offered which is within their range?<br />A product for every price range. <br />
Asking the right questions?<br />“When will the market develop to afford our bikes?” <br />TO<br />“What can I offer to this growing population, that it would buy?”<br />
Need and Relevance<br />One way of looking at the brand extension is in terms of addressing the relevance. <br />A TARGET<br />Sectors such as Education, Healthcare and Fitness are big issues and concerns for Indians. Products in these sectors (amongst many others) would enable those with ‘Harley’, an affinity toward it. At the same time, would compel others want to know more about it.<br />
Non Obvious Insight: Upturning all stones<br />Example<br />Obvious Strategy: Harley Davidson sponsoring a rock concert<br />Non-Obvious Strategy: With General Elections approaching, Harley Davidson pitches the idea of freedom and identity to leading political consulting companies to advise their political clients to embrace Harley as a mode of transportation during their Political rallies. The middle man, such as the political consultant is crucial in this case since Harley isn’t a partisan brand. It’s for everyone who wants and earns it. <br />
An intimacy of a quantitative analyses of market trends, stakeholder profiles, risks and stakes, with the qualitative understanding of the loyal HARLEY owners (by spending time with them, understanding their choices and preferences, communicating with them their thoughts, approaches and emotions), to create a bridge between them and those who aspire, or want to aspire for the Harley, is our unique repertoire.<br />
We have The intermingling of the forces of business, design and consumer behavior, that caters to a plethora of Perspectives by:<br /><ul><li>Similar product in a different form from the original parent product, is not what HARLEY aims at. It conveys status and a sense of Self, that the customers would seek in its other products as well. Brand Extension then is to make the spirit of Harley Davidson more pervasive.
With many ways to engage with the Brand, this would bring a new breed of customers as well as strengthen the already existing Harley Community.
Data from Harley distributors of sales will help us pilot the project whose success or failure could be used as a case to further implement these in other areas.</li></li></ul><li> If the distributors (either franchisees or Malls etc)resonate with the intent of the brand, they may perceive less risk with an extended product.<br />Legacy matters. The extended product will attract quicker customer awareness and willingness to trial or sample the product, <br />This may even lower the cost of promotional launch tactics. <br />Yet, We are Hungry Fools. We come with no bias. <br />