This document discusses Harley-Davidson's operations and marketing strategies in India. It outlines key issues such as long wait times for delivery, limited distribution, and lack of proper after-sales service. However, it also notes opportunities for Harley-Davidson in India's growing luxury market and increasing disposable incomes. The document proposes solutions like expanding distribution, improving marketing communications, partnering for fuel availability, and enhancing after-sales support to address issues and better position Harley-Davidson in the Indian market.

1. Harley- Davidson
Anakshi Dhama (12BM60022)
Muralidharan U (12BM60070)
Prasanth P Solai (12BM60086)
Prakash Murali (12BM60094)
Tripti Srivastava (12BM60096)
The cult Brand !!!!

2. Introduction
• Arthur & Walter Davidson and William harry founded HD in 1903
• Head Quartered in Milwaukee, Wisconsin, US.
• Positioned as a Cruiser among the niche high net worth individuals.
• Prominent Models include:
• XL Sportster series
• FL Series
• Fat boy special and many more
Majorly used by

3. The HLD- Unearthed
Positioning:
Core brand values:
• Dream cruiser
• Macho Machine
• A scorcher on the road
“Road starts here,
it never ends”

4. The Macro Analysis
Political:
• Considering HD as
American Idol
• High Import Duties
• Regulations and road
rules
Social:
Economic:
Environment Technology:
• Diverse life
• Average Indian age 45+
• Consumer preferences
for Commuting
Vehicles
• Emission norms
• Sound control &
Regulations
• High octane 97 fuel
• Technological
Advance
• Constant innovation
and customization
• Changing consumer
trends with technology
• Price Sensitive
consumers
• Higher tariff rate
with 30%
• Fluctuating economic
scenario & recession

5. Factors for Selecting markets
Machos:
• Stylish
• Power
• Trendy
Pride:
• Unique product
• Veblen good
• Cult brand
• Proud HOG
member
Leisure :
• Bikers
• Road trip freaks
• Bike lovers
Lifestyle& Status:
• Social class
• Sophistication
• Personality
• Values and beliefs
Source: Bradgagement – Report on consumer statistics of
heavy weight bikes.

6. Factors for Selecting markets
Income:
• Increase in disposable income
• High net worth Individuals
increasing at more than 20%
Location:
Tier I cities where millionaire &
billionaire lives
• Tier II cities which cities also
growing at a much higher rate
Regulations:
• Tax in heavy weight motorcycle
segment
• Emission & sound control
norms
Infrastructure :
• Proper road conditions
• Government spending in roads
• Ease of use in Indian roads as it
accelerates from 0-100 KMPH
in 0-40 seconds
Other Factors:
• Age
• Biking as a hobby
• Competitors
• Cultural and
societal factors
• Adventurists and
ease of access to
adventure
locations
• Availability of
dealers and highly
qualified
mechanics
• Supply of high
octane-97 fuel

7. Distributor- Moving the cruiser
Distributors:
• 9 Distributors Across India
• Distributors are themselves a
passionate bikers
• Distributors are located in all
tier I cities and emerging tier
II cities
• Each distribution center is
located in proximity to an
high way and an adventure
touring spot.

8. India- A Luxury market
Source: Economic times
• India's luxury Market will increase from $14.73 billion by 2015 from $ 8.21 billion
• 30% increase in the luxury customer base from smaller cities.
• Consumer Spending is expected to increase by 4 times to $3.6 trillion by 2015
• 64% of Indian working population in the age group of 15- 64
• Per capita income at INR 46221 per annum and to grow by 25% in 2015
• 81 million households falling into the upper middle class and high-income bracket
• Extremely competitive market
• FDI Inflows of over US$ 15 billion
• India and China together account for words 11% of the luxury market.

9. India- A Luxury Market
Source: Reuters
India was among top 10 countries in HNIs in 2010
and grows at an average 23 % year on year.

10. India- A Luxury market
Source: ATKearney Report on luxury Market

11. India- A Luxury market
Source: Live mint

12. Harley Fever in India
• 2400+ units sold and the demand
grows at an average 40%
• Women are also becoming the
proud owners of this mean
machine..

13. Post Launch Marketing issues
Availability of the product at right time. The
delivery time of Harley Davidson bike hovers
around more than 6 months. Keeping up with time
is as this will lead to the company to loose to its
competitors.
Distribution: Distribution and channels playa vital
role in post launch of the product. The number of
distributors are very low and the company has
only 9 distributors through out India.
Communication: Promotion of the product is of
paramount importance in making the product
success. The consumer has to be made aware of the
product and the qualities which distinguishes it from
others.

14. Post Launch Marketing issues
After sales service: After sales service and customer
relationship management is vital for the success of a
product. Customers issues has to be addressed and service
to be provided to them on time. Availability of trained
mechanics and spare parts is a crucial factor for success
Availability of Complements: Most of the Harley bikes
require Octane -97 fuel for its operation. Availability of
such fuel is most important issue as this creates
unnecessary havoc among the consumers and make the
consumers unhappy.
Market research Issues. After launching the product
and its course in the market, one would figure out the
demand and sales are not consistent with predicted
values. This is a possible case of improper and
inadequate research .

15. Issues- Redefined
Waiting time reduction: waiting time can be reducing
by creating a manufacturing plant in India, Instead of
selling it as Completely Built Units (CBU). India is also
becoming the hub for Asia pacific and gulf nations.
Distribution can be enhanced by adding more
distributors in the prime location and also in the tier II
cities. The company can also look for franchise model
as it woks well for country like India
Marketing communication can be improved by
advanced advertising techniques and campaigns.
Online marketing and bike campaigns are powerful
tool in creating an impact in the minds of the
consumer. Game shows in Big malls will also add to
the marketing communication.

16. Issues- Redefined
The availability of its complements like octane-97
fuel can be enhanced by forming a strategic
alliance ship with some of the oil marketing firms.
After sales service can be improved by forming a separate
CRM team and to solve the customer issues accordingly.
Training of mechanics at local service shops will reduce
time of travelling of mechanics from location to location.
Also availability of spare parts has to be taken care to
satisfy the customer at any time.
Market Issues has to be addressed by revisiting the
parameters considered and understanding the market
fluctuations dynamically. Also one can create market by its
product differentiation strategy.
Celebrity Endorsement can be done to gain more
customer attraction in India where people tend to
get influenced by their dream personalities.

17. Issues- opportunities
All the above issues can be converted
to opportunities if the company comes
up with right strategy at the right
time….
Product Positioning: Since Harley is new
brand to Indian consumers, after the
marketing information, the brand has to be
positioned with its core brand values to make
the brand as successful one.