Marketing Strategies: Past, Present and Future
Course: Marketing Strategy
University of Ottawa
Group Members:
Asif A. Ali
Ali Mirza
Matt Conley
Raj Gill
Shana Tannis
Harley Davidson has a long history dating back to 1903 and has survived economic downturns and competition to become a iconic brand. It builds loyalty through programs like H.O.G. that create a sense of community among riders. H.O.G. originated as a way to improve manufacturing and engage customers through shared experiences like group rides. The document discusses how Harley continues to connect with customers and younger audiences through personalization, empowering customer reviews and feedback, and making the complaint process easy.
Harley-Davidson offers a range of motorcycles and related products and services. It has five motorcycle segments and sells parts, accessories, apparel and other licensed products. It also offers financial services and runs a museum. While its core customer is middle-aged men, it is trying to expand to women and younger riders. However, it faces challenges in attracting new demographics and competing in changing markets and against other motorcycle brands.
Harley Davidson ( Strategic Management Report) Mission, VisionIMM Graduate School
Harley Davidson is one of the best known motorcycle producers in the world. It was founded in 1903 in Milwaukee, Wisconsin and has since grown to produce not only motorcycles but also various branded merchandise. While it has a very loyal customer base attracted to its promotion of freedom and lifestyle, Harley Davidson also faces challenges such as high costs, overdependence on the US market, and competition from other motorcycle manufacturers. To maintain its strong brand and market position, the company will need to continue innovating, expanding internationally, and attracting new demographic groups to riding.
The marketing plan aims to increase younger sales and create lifetime customers while avoiding upsetting current buyers. It will target young military males through differentiating Harleys' military history, connecting branches to bikes, and hands-on promotions. Implementation will begin immediately while monitoring sales, current customers, and target audience sentiment to ensure goals are met without alienating existing buyers.
Brand Analysis of Harley Davidson (from Indian perspective).Jay Shah
I have attempted a brand analysis of one of the giants in Automobile sector: Harley Davidson. This analysis is done keeping in mind the Indian market. The brand is doing great globally but to get dominance in the Indian market, it needs to understand India's consumer behavior because India is not like any other market. They need to be more flexible in their framing their strategic plans. The competition between HD and Royal Enfield is exciting for the consumers as well as marketers. Well, i wish that the best marketer may win!
Harley presentation on marketing strategiessheetalverma38
Harley Davidson has faced various challenges throughout its history including financial troubles, high costs, and foreign competition. To address these issues, the company has expanded its brand through merchandise, beer, and bars. It also focuses on customization, lifestyle branding, and sponsoring events to attract new customers. Recently, Harley Davidson reported a 20% drop in quarterly profits due to slower sales and issues avoiding EU tariffs. However, it is launching its first electric motorcycle in India which is expected to have a range of 235 km on a full charge.
Harley Davidson is a motorcycle manufacturer founded in 1903 in Milwaukee, Wisconsin. It gained popularity during World Wars I and II and is known for its heavyweight touring and custom motorcycles. The company's mission is to fulfill dreams through motorcycling by providing an expanding line of motorcycles and branded products. To strengthen its brand, Harley Davidson focuses on differentiation, a long term business strategy, and just-in-time inventory policies. It aims to enhance profitability while providing a premium retail experience.
Harley Davidson has a long history dating back to 1903 and has survived economic downturns and competition to become a iconic brand. It builds loyalty through programs like H.O.G. that create a sense of community among riders. H.O.G. originated as a way to improve manufacturing and engage customers through shared experiences like group rides. The document discusses how Harley continues to connect with customers and younger audiences through personalization, empowering customer reviews and feedback, and making the complaint process easy.
Harley-Davidson offers a range of motorcycles and related products and services. It has five motorcycle segments and sells parts, accessories, apparel and other licensed products. It also offers financial services and runs a museum. While its core customer is middle-aged men, it is trying to expand to women and younger riders. However, it faces challenges in attracting new demographics and competing in changing markets and against other motorcycle brands.
Harley Davidson ( Strategic Management Report) Mission, VisionIMM Graduate School
Harley Davidson is one of the best known motorcycle producers in the world. It was founded in 1903 in Milwaukee, Wisconsin and has since grown to produce not only motorcycles but also various branded merchandise. While it has a very loyal customer base attracted to its promotion of freedom and lifestyle, Harley Davidson also faces challenges such as high costs, overdependence on the US market, and competition from other motorcycle manufacturers. To maintain its strong brand and market position, the company will need to continue innovating, expanding internationally, and attracting new demographic groups to riding.
The marketing plan aims to increase younger sales and create lifetime customers while avoiding upsetting current buyers. It will target young military males through differentiating Harleys' military history, connecting branches to bikes, and hands-on promotions. Implementation will begin immediately while monitoring sales, current customers, and target audience sentiment to ensure goals are met without alienating existing buyers.
Brand Analysis of Harley Davidson (from Indian perspective).Jay Shah
I have attempted a brand analysis of one of the giants in Automobile sector: Harley Davidson. This analysis is done keeping in mind the Indian market. The brand is doing great globally but to get dominance in the Indian market, it needs to understand India's consumer behavior because India is not like any other market. They need to be more flexible in their framing their strategic plans. The competition between HD and Royal Enfield is exciting for the consumers as well as marketers. Well, i wish that the best marketer may win!
Harley presentation on marketing strategiessheetalverma38
Harley Davidson has faced various challenges throughout its history including financial troubles, high costs, and foreign competition. To address these issues, the company has expanded its brand through merchandise, beer, and bars. It also focuses on customization, lifestyle branding, and sponsoring events to attract new customers. Recently, Harley Davidson reported a 20% drop in quarterly profits due to slower sales and issues avoiding EU tariffs. However, it is launching its first electric motorcycle in India which is expected to have a range of 235 km on a full charge.
Harley Davidson is a motorcycle manufacturer founded in 1903 in Milwaukee, Wisconsin. It gained popularity during World Wars I and II and is known for its heavyweight touring and custom motorcycles. The company's mission is to fulfill dreams through motorcycling by providing an expanding line of motorcycles and branded products. To strengthen its brand, Harley Davidson focuses on differentiation, a long term business strategy, and just-in-time inventory policies. It aims to enhance profitability while providing a premium retail experience.
Harley-Davidson was founded in 1903 in Milwaukee, Wisconsin by William Davidson, Walter Davidson, Arthur Davidson and William Harley. It began as the Harley-Davidson Motor Company and produced its first motorcycle with a small engine for a regular pedal bike. Since then, Harley-Davidson has grown to become the largest motorcycle manufacturer in the world. It faces challenges attracting new demographics and expanding globally but utilizes strategies like international expansion, new product development, and a focus on its strong brand and culture to maintain its competitive advantage.
The document provides information about the motorcycle industry and Harley-Davidson motorcycles. It discusses the history of motorcycles dating back to 1894 and the founding of Harley-Davidson in 1903 in Wisconsin. Key details about Harley-Davidson include their leadership position in the US motorcycle market after World War II, the formation of the Harley Owners Group in 1983, and plans to enter the Indian market in 2009. Financial information and the mission/vision of Harley-Davidson are also summarized.
Harley Davidson is a leading American motorcycle manufacturer known for its cruiser style motorcycles. Founded in 1903, Harley Davidson has grown to sell a variety of motorcycle and lifestyle products. It dominates the US motorcycle market with nearly 50% market share but faces challenges expanding internationally where it holds only 7.7% of the European market. While Harley Davidson has strong brand loyalty and financial performance in the US, it will need to diversify its product line and expand its global presence to maintain long term success as demographic and competitive trends evolve.
Harley-Davidson is a leading motorcycle manufacturer known for its heavyweight motorcycles. While its loyal customer base dreams of the Harley experience, the company faces challenges in reaching younger consumers and maintaining market share during economic turmoil. Harley-Davidson plans to leverage its strong brand and use new digital media like social media, mobile applications, and professional video bloggers on road trips to better engage younger audiences aged 18 to 30 and strengthen its connection to all customers.
The document provides a history of Harley-Davidson from 1903 to present day. It discusses key events and figures in the company's growth. It also outlines Harley-Davidson's main motorcycle models, engines, sales figures, values, brand extensions, alliances, and strategic analysis. The profile of survey respondents on the brand is described as well.
Harley Davidson's focus strategy presentation outlines their vision, mission, strengths, and opportunities. Their vision is to fulfill dreams through extraordinary motorcycles and customer experiences. They focus on heavy weight motorcycle segments and being a "lifestyle brand." A SWOT analysis identifies strengths like brand recognition but also weaknesses like price and reliance on few suppliers. Opportunities include expanding into international markets and attracting new demographics like women and younger riders. The strategy aims to increase sales to their core customers and expand globally through continuous improvement and leadership development.
My dad has a great passion for Harley-Davidson motorcycles that he shares with millions of others worldwide. Harley-Davidson offers more than just vehicles - it provides an entire lifestyle through high user involvement, international posse rides, and Harley-Davidson branded clothing and accessories. The company encourages customers to make Harley-Davidson part of their identity and join local chapters to socialize with other riders to fully embrace the "Live to Ride" motto.
Arthur Davidson and William Harley developed their first motorcycle in 1901 by attaching a two-horsepower engine to a bicycle frame. They sold three motorcycles that year. In 1907, Harley-Davidson developed a reputation for winning motorcycle races. During World War I and II, Harley-Davidson produced thousands of motorcycles for the US military. The company struggled in the 1980s but has since set new production records, especially in the early 2000s.
The document summarizes the bicycle industry in India and provides details about Hero Cycles, a major player in the industry. It notes that the Indian bicycle market is consolidated, with Hero Cycles controlling 40% market share. It then outlines Hero Cycles' history and growth, from being founded in 1944 and starting bicycle production in 1956 to becoming the largest manufacturer in India. It also discusses Hero Cycles' diversification and acquisitions in related industries over the years to strengthen its market position.
Harley-Davidson has pursued four key business strategies that have led to increased market share and cost savings:
1. Leveraging strong brand loyalty among customers through programs like H.O.G.
2. Expanding their target market to include independent women riders by designing more accessible motorcycles.
3. Increasing plant efficiency by reorganizing production processes and facilities to eliminate bottlenecks.
4. Growing international sales in regions like Latin America through new regional headquarters and cultural marketing.
This document provides an overview of Harley-Davidson's history and operations. It discusses how the company was founded in 1903 in Wisconsin and became a leading American motorcycle manufacturer. It also outlines Harley-Davidson's mission and brand positioning. The document analyzes the company's competitive position in various markets and pricing strategy. It considers ways Harley-Davidson can improve its market share and reduce price pressures, such as expanding into new markets and customization options.
Harley-Davidson is seeking to leverage its brand advantage in India. As an iconic American motorcycle brand known for representing freedom and individualism, Harley-Davidson sells luxury cruiser motorcycles globally, including in India which is one of its top Asian markets. However, the brand faces challenges in India including lack of brand recognition compared to local brands, price sensitivity of Indian customers, and lack of infrastructure like fuel and service centers to support the Harley-Davidson riding experience. Harley-Davidson's strategies to address these challenges include expanding its dealership network, offering customized affordable models, organizing community events, and collaborating with other companies to improve support services in India.
The document discusses Harley-Davidson, the iconic American motorcycle brand. It provides an overview of the company's history and culture, financial performance, products, markets, and strategies. Some key points include that Harley-Davidson has been in business for over 100 years and earned a loyal customer base; the company has three divisions and operates globally; and it faces opportunities such as expanding internationally but also threats such as rising costs and foreign competition.
Harley-Davidson has built a strong brand through engaging with consumers and fostering brand communities. It focuses on cultivating a rugged, rebellious brand personality and positioning itself as a lifestyle brand centered around freedom and individualism. Key aspects of its strategy include sponsoring rallies and events to build connections between riders, establishing the Harley Owners Group community, and diversifying merchandise to further engage customers in the Harley lifestyle.
Harley Davidson is one of the largest motorcycle manufacturers known for its cruiser motorcycles. Founded in 1903, it has grown to sell motorcycles, apparel, accessories, and provide financing services. It has expanded globally with plants and dealerships worldwide. Harley Davidson focuses on continuous innovation, excellence in manufacturing, and fulfilling customers' dreams of freedom and adventure through motorcycling.
This document provides an overview and analysis of Harley Davidson's marketing strategy in India. It begins with an introduction to Harley Davidson as an iconic American motorcycle brand. It then discusses Harley Davidson's brand personality and segmentation strategy in India, targeting wealthy executives and entrepreneurs. The marketing strategy section outlines Harley Davidson's objectives of gaining market share and brand loyalty in India. It analyzes the company's use of events, partnerships with hotels and clubs, and a focus on building a loyal biking community to promote the brand. Competitors in India like Royal Enfield and Victory are also mentioned.
Harley Davidson case study of PHILIP KOTLER MARKETING MANAGEMENT from Chapter Creating Long Term Loyality Relationships .
A presentation created during a marketing internship by Prof. Sameer Mathur IIM lucknow
Procter & Gamble is the world's largest consumer products company with a portfolio of brands like Ariel, Tide, Pantene, Head & Shoulders, Olay, Secret, and Herbal Essences. The document provides keyword data for these brands' major product lines including fabric care, hair care, and beauty care, listing popular search terms and estimated competition and search volumes globally and locally. It also gives an overview of P&G's focus on innovation through collaboration to sustain solutions in a rapidly changing world.
The document discusses Harley Davidson's enterprise software selection process. It describes how the company formed a team to define requirements for a new Supply Management System. Eight software providers submitted proposals which were evaluated. Three finalists did presentations and demonstrations. Based on scoring across functionality, presentation skills, and change management capabilities, one provider was recommended for their strong technical solution.
Harley-Davidson was founded in 1903 in Milwaukee, Wisconsin by William Davidson, Walter Davidson, Arthur Davidson and William Harley. It began as the Harley-Davidson Motor Company and produced its first motorcycle with a small engine for a regular pedal bike. Since then, Harley-Davidson has grown to become the largest motorcycle manufacturer in the world. It faces challenges attracting new demographics and expanding globally but utilizes strategies like international expansion, new product development, and a focus on its strong brand and culture to maintain its competitive advantage.
The document provides information about the motorcycle industry and Harley-Davidson motorcycles. It discusses the history of motorcycles dating back to 1894 and the founding of Harley-Davidson in 1903 in Wisconsin. Key details about Harley-Davidson include their leadership position in the US motorcycle market after World War II, the formation of the Harley Owners Group in 1983, and plans to enter the Indian market in 2009. Financial information and the mission/vision of Harley-Davidson are also summarized.
Harley Davidson is a leading American motorcycle manufacturer known for its cruiser style motorcycles. Founded in 1903, Harley Davidson has grown to sell a variety of motorcycle and lifestyle products. It dominates the US motorcycle market with nearly 50% market share but faces challenges expanding internationally where it holds only 7.7% of the European market. While Harley Davidson has strong brand loyalty and financial performance in the US, it will need to diversify its product line and expand its global presence to maintain long term success as demographic and competitive trends evolve.
Harley-Davidson is a leading motorcycle manufacturer known for its heavyweight motorcycles. While its loyal customer base dreams of the Harley experience, the company faces challenges in reaching younger consumers and maintaining market share during economic turmoil. Harley-Davidson plans to leverage its strong brand and use new digital media like social media, mobile applications, and professional video bloggers on road trips to better engage younger audiences aged 18 to 30 and strengthen its connection to all customers.
The document provides a history of Harley-Davidson from 1903 to present day. It discusses key events and figures in the company's growth. It also outlines Harley-Davidson's main motorcycle models, engines, sales figures, values, brand extensions, alliances, and strategic analysis. The profile of survey respondents on the brand is described as well.
Harley Davidson's focus strategy presentation outlines their vision, mission, strengths, and opportunities. Their vision is to fulfill dreams through extraordinary motorcycles and customer experiences. They focus on heavy weight motorcycle segments and being a "lifestyle brand." A SWOT analysis identifies strengths like brand recognition but also weaknesses like price and reliance on few suppliers. Opportunities include expanding into international markets and attracting new demographics like women and younger riders. The strategy aims to increase sales to their core customers and expand globally through continuous improvement and leadership development.
My dad has a great passion for Harley-Davidson motorcycles that he shares with millions of others worldwide. Harley-Davidson offers more than just vehicles - it provides an entire lifestyle through high user involvement, international posse rides, and Harley-Davidson branded clothing and accessories. The company encourages customers to make Harley-Davidson part of their identity and join local chapters to socialize with other riders to fully embrace the "Live to Ride" motto.
Arthur Davidson and William Harley developed their first motorcycle in 1901 by attaching a two-horsepower engine to a bicycle frame. They sold three motorcycles that year. In 1907, Harley-Davidson developed a reputation for winning motorcycle races. During World War I and II, Harley-Davidson produced thousands of motorcycles for the US military. The company struggled in the 1980s but has since set new production records, especially in the early 2000s.
The document summarizes the bicycle industry in India and provides details about Hero Cycles, a major player in the industry. It notes that the Indian bicycle market is consolidated, with Hero Cycles controlling 40% market share. It then outlines Hero Cycles' history and growth, from being founded in 1944 and starting bicycle production in 1956 to becoming the largest manufacturer in India. It also discusses Hero Cycles' diversification and acquisitions in related industries over the years to strengthen its market position.
Harley-Davidson has pursued four key business strategies that have led to increased market share and cost savings:
1. Leveraging strong brand loyalty among customers through programs like H.O.G.
2. Expanding their target market to include independent women riders by designing more accessible motorcycles.
3. Increasing plant efficiency by reorganizing production processes and facilities to eliminate bottlenecks.
4. Growing international sales in regions like Latin America through new regional headquarters and cultural marketing.
This document provides an overview of Harley-Davidson's history and operations. It discusses how the company was founded in 1903 in Wisconsin and became a leading American motorcycle manufacturer. It also outlines Harley-Davidson's mission and brand positioning. The document analyzes the company's competitive position in various markets and pricing strategy. It considers ways Harley-Davidson can improve its market share and reduce price pressures, such as expanding into new markets and customization options.
Harley-Davidson is seeking to leverage its brand advantage in India. As an iconic American motorcycle brand known for representing freedom and individualism, Harley-Davidson sells luxury cruiser motorcycles globally, including in India which is one of its top Asian markets. However, the brand faces challenges in India including lack of brand recognition compared to local brands, price sensitivity of Indian customers, and lack of infrastructure like fuel and service centers to support the Harley-Davidson riding experience. Harley-Davidson's strategies to address these challenges include expanding its dealership network, offering customized affordable models, organizing community events, and collaborating with other companies to improve support services in India.
The document discusses Harley-Davidson, the iconic American motorcycle brand. It provides an overview of the company's history and culture, financial performance, products, markets, and strategies. Some key points include that Harley-Davidson has been in business for over 100 years and earned a loyal customer base; the company has three divisions and operates globally; and it faces opportunities such as expanding internationally but also threats such as rising costs and foreign competition.
Harley-Davidson has built a strong brand through engaging with consumers and fostering brand communities. It focuses on cultivating a rugged, rebellious brand personality and positioning itself as a lifestyle brand centered around freedom and individualism. Key aspects of its strategy include sponsoring rallies and events to build connections between riders, establishing the Harley Owners Group community, and diversifying merchandise to further engage customers in the Harley lifestyle.
Harley Davidson is one of the largest motorcycle manufacturers known for its cruiser motorcycles. Founded in 1903, it has grown to sell motorcycles, apparel, accessories, and provide financing services. It has expanded globally with plants and dealerships worldwide. Harley Davidson focuses on continuous innovation, excellence in manufacturing, and fulfilling customers' dreams of freedom and adventure through motorcycling.
This document provides an overview and analysis of Harley Davidson's marketing strategy in India. It begins with an introduction to Harley Davidson as an iconic American motorcycle brand. It then discusses Harley Davidson's brand personality and segmentation strategy in India, targeting wealthy executives and entrepreneurs. The marketing strategy section outlines Harley Davidson's objectives of gaining market share and brand loyalty in India. It analyzes the company's use of events, partnerships with hotels and clubs, and a focus on building a loyal biking community to promote the brand. Competitors in India like Royal Enfield and Victory are also mentioned.
Harley Davidson case study of PHILIP KOTLER MARKETING MANAGEMENT from Chapter Creating Long Term Loyality Relationships .
A presentation created during a marketing internship by Prof. Sameer Mathur IIM lucknow
Procter & Gamble is the world's largest consumer products company with a portfolio of brands like Ariel, Tide, Pantene, Head & Shoulders, Olay, Secret, and Herbal Essences. The document provides keyword data for these brands' major product lines including fabric care, hair care, and beauty care, listing popular search terms and estimated competition and search volumes globally and locally. It also gives an overview of P&G's focus on innovation through collaboration to sustain solutions in a rapidly changing world.
The document discusses Harley Davidson's enterprise software selection process. It describes how the company formed a team to define requirements for a new Supply Management System. Eight software providers submitted proposals which were evaluated. Three finalists did presentations and demonstrations. Based on scoring across functionality, presentation skills, and change management capabilities, one provider was recommended for their strong technical solution.
This document discusses Victoria sweet beer, an Indian beer with 4% alcohol. It has a clear golden color and sweet lime flavor. The target demographic is urban Indians aged 20-30, from middle and upper social classes, who are easygoing and think beer can be healthy. The beer is positioned as fresh, easy to drink, and a healthy alternative. Sales promotion strategies discussed include incentives for retailers and employees, point-of-sale materials, distributor support, and sponsoring events.
Harley Davidson entered the Indian motorcycle market in 2009. While India represented an opportunity due to a growing economy and population, Harley Davidson also faced several challenges. Their luxury motorcycles appealed to only a small segment of wealthy Indians. Additionally, issues like high import duties, a lack of infrastructure support, and unsafe roads threatened their success. To address these problems, Harley Davidson focused on building their brand image, expanding dealerships and service centers, and customizing their offerings for the Indian market.
Harley-Davidson has been a staple of American culture for over 100 years. While it struggled in the 1970s and 1980s, investments in new models and production efficiencies led to strong growth. However, the recession negatively impacted the heavyweight motorcycle industry. Currently, Harley-Davidson has over 50% of the North American market but faces challenges expanding abroad and attracting younger riders. It relies on its strong brand image and loyal customer base but will need to adapt to changing demographics and markets.
This presentation illustrates the analysis of Harley-Davidson's competitive strategy. It is based on the case from Grant, R., 2010. Contemporary Strategy Analysis. 7th edition, pp. 636-654
Business Strategy - Richardson Hindustan LimitedErick Prajogo
RHL is a subsidiary of RVI founded in 1964 in India. By the 1980s, RHL was facing financial troubles. To turn the company around, RHL implemented strategies to increase profitability and pursue new growth opportunities while managing its labor situation and people effectively. RHL developed a strategic plan within 5 years to double sales, triple profits, and decrease its effective tax rate of 76% through manufacturing and business investments. The plan aimed to launch new products and a satellite plant to qualify for tax reductions.
Starbucks was founded in 1971 in Seattle's Pike Place Market. It is now the largest coffeehouse company in the world with over 20,000 stores globally. Starbucks offers a variety of coffee, tea and food products and has millions of customer visits per week across North America, Europe, the Middle East, Latin America, and the Pacific Rim. The company's main competitors include Dunkin Donuts, McDonald's, and Nestle. Starbucks aims to embrace diversity among its customer segments and meets a variety of customer requirements through its products, services, and store environment.
The document outlines compensation information for different positions within a company including commissions earned from new team members, team building bonuses, and unit production commissions. A senior consultant earns a 4% commission of $72, while a red jacket also receives a $50 bonus for a total of $122. A team leader's compensation increases to 9% commission of $162 plus a $50 bonus, and another team leader position earns 13% commission of $234 and a $50 bonus. Finally, a director earns the highest compensation through a 13% personal team commission of $234, a $100 bonus, 13% of a $5000 unit production worth $650, and a $500 unit volume bonus for a total of $14
The document provides an overview of Starbucks' social media presence and strategy. It analyzes Starbucks' various social media channels including Facebook, Twitter, YouTube and proprietary channels. It compares Starbucks' performance on these channels to competitors like Caribou Coffee and Dunkin Donuts. The document also examines Starbucks' search engine optimization and provides recommendations for improving Starbucks' social media involvement including being more culturally sensitive internationally and reducing their snobby image.
The document discusses a new TV commercial by Mentos that uses humor and animation to promote its message of "think fresh" and "Dimag ki batti jala de" (light up your brain). It depicts the evolution of mankind, suggesting that early humans evolved intelligence after consuming Mentos. While playful, the ad aims to position Mentos as making people smarter in a simple, engaging way without hurting sentiments. The brand targets youth and aims to stand out in the confectionery category through memorable, accurate ads that courteously convey its message of fresh thinking.
Harley-Davidson Content Marketing at 2012 Sturgis Buffalo ChipLon Nordbye
Want consumers to start interacting with your brand? Click here to see how Harley-Davidson uses the Sturgis Buffalo Chip to create content their customers crave.
- Starbucks is an international coffeehouse chain known for its "third place" environment and focus on quality coffee and customer experience. It has over 19,000 stores globally and generates most of its revenue from company-operated retail stores and specialty operations.
- Starbucks aims to provide an informal meeting space and quiet respite from daily life through amenities like Wi-Fi access and events. However, market saturation and competition from local cafes and fast food chains pose risks to further growth.
- While Starbucks faces threats from substitutes and competition, its strong brand recognition and loyal customer base provide advantages. Looking ahead, expanding into emerging markets and higher-margin food sales present opportunities for continued revenue growth.
The document outlines Starbucks' six principles which guide the company to provide a great work environment, embrace diversity, apply high standards of excellence, develop satisfied customers, contribute positively to communities and the environment, and recognize profitability is essential for future success. It then provides details on Starbucks' corporate information, marketing mix, macroenvironmental factors including demographics, social/cultural, technological, economic, political/legal, and cultural influences, as well as its finances, competitors, and corporate partnerships.
The document outlines Harley-Davidson's 2009 media plan to increase sales of women's motorcycles. The plan aims to increase sales among women by 3000 units through targeting women ages 18-54, with household incomes over $50,000. The bulk of the $23 million budget will be spent April through September on a mix of national and local advertising, focusing on markets in key states. The objectives include reaching 80% of women in target markets 5 times through the spring and summer.
Nestle first invested in digital media by creating a "Social Media Break" app for their KitKat brand to address the problem of increasing social media pressures on Asian youth. Their social media strategy included engaging audiences on platforms like Twitter, Facebook, and Instagram with relatable content using hashtags like "#ThrowbreakThursday". This successful digital media presence helped grow KitKat's social following and brand awareness internationally.
The document analyzes an advertisement for KitKat Mini chocolate bars using a crossword puzzle. It critiques flaws in the original ad such as lack of color, small logo, and irrelevance of puzzle words. Three improved advertisements are proposed using word searches instead and addressing the flaws. The best new ad features a bright, colorful word search that is almost complete with the KitKat package imprinted prominently to convey the "mini break" message more clearly and appeal to wider audiences including children.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
The Harley-Davidson motorcycle company was founded in 1903 in Milwaukee, Wisconsin. It began as a small operation building motorcycles out of a backyard shed. By the 1950s, Harley-Davidson had become the undisputed leader in the U.S. motorcycle market, known for its iconic cruiser style motorcycles. However, by the late 20th century, Harley-Davidson faced declining market share as it struggled to attract younger riders. While the brand remains strongly associated with baby boomers, Harley-Davidson must find ways to expand its customer base and adapt to changing consumer preferences to ensure its long-term success.
Harley Davidson was founded in 1903 in Wisconsin and is now the largest motorcycle manufacturer. It has two segments, HDMC for manufacturing and HDFS for financial services. It uses premium pricing and selective distribution aligned with its cult branding. Events like H.O.G rallies and the Riding Academy help build strong brand loyalty among its loyal, primarily older male customer base. Younger customers could be attracted by introducing lighter bikes and targeting them in marketing.
Harley Davidson presentation covers below mentioned aspects:
1)About the brand
2)Decline and improvement
3)Brand history
4)Pricing, place and promotion
5)Road to growth
6)Analytics
Harley-Davidson is looking to engage younger consumers like Generation X and Generation Y in order to boost declining sales. Their target audience has traditionally been older Baby Boomers. Black Sheep Media has created a marketing plan called "How far will you go?" that aims to lower the average age of Harley consumers by targeting 30-40 year olds through various media channels and softening the brand's image to appeal to these audiences. The plan will use television, magazines, out of home advertising, social media, and experiential marketing to reach potential new customers.
This document summarizes the branding strategy and loyal customer base of Harley-Davidson motorcycles. It discusses how Harley-Davidson has evolved from merely a mode of transportation to a symbol of pride and lifestyle. The iconic bar and shield logo used since 1910 is recognized worldwide. Harley-Davidson targets baby boomers and has successfully expanded to attract female riders, maintaining a loyal customer base through experiences and a sense of community. The consistent branding and integrated marketing communications over 100+ years has made Harley-Davidson a cult brand worldwide.
The goal is to increase sales of the Harley Davidson Sportster motorcycle among women ages 35-44. The plan is to use inclusion marketing to promote the Sportster and market the Harley brand directly to this target audience. This will be done through a television, print, and outdoor advertising campaign in top cities like New York and Los Angeles, as well as sponsoring events. The objective is to increase Sportster sales by 3,000 units within one year.
Harley Davidson is launching a new media campaign to increase brand awareness and customer demand by 5% during the spring and summer months. With a $10 million budget, the campaign will use various media channels including radio, newspapers, internet, TV, magazines and cable from February through June. The target audience includes adults ages 25-54 who identify as "Experiencers" or "Achievers" based on a lifestyle survey. The media objectives are to reach 40% of U.S. households with a GRP of 1,500 while maintaining 70% reach throughout the campaign. The media plan allocates funds across different channels with a total spend of $9,047,004, leaving $952,996 remaining in the
The document discusses Harley-Davidson, including its founding in 1903 in Milwaukee, Wisconsin by William Harley, Arthur Davidson, Walter Davidson and William S. Harley. It then discusses Harley-Davidson's brand positioning, experience, personality, extension through licensing, association through sponsorships, consistency in marketing, welfare through community involvement, and alternative branding strategies such as awareness, acquisition, and licensing. The case study enhanced knowledge of successful branding techniques used by Harley-Davidson and how brands can be extended and strengthened over time.
The document discusses Harley Davidson's marketing strategy to increase sales of its Sportster line of motorcycles. It aims to target "young influentials", defined as college-educated individuals under 35 years old. The strategy involves establishing dealerships in suburban areas near this demographic and promoting the Sportster using celebrity endorsements, internet/TV/radio ads featuring lifestyle traits of the target market. The goal is to increase Sportster sales by $1.5 million over a year by appealing to younger consumers and positioning Harley Davidson as a brand for all ages.
Harley Davidson is an iconic American motorcycle brand known for its passion-inspiring motorcycles and loyal customer base. Founded in 1903, Harley Davidson has earned loyal customers over its more than 100-year history by providing extraordinary motorcycles and experiences. The company has over 1 million members in its Harley Owners Group and has expanded its brand through various merchandising and cultural influences while maintaining its core values.
Customer Centricity - Harley Davidson Case StudyAman Deep Dubey
Harley-Davidson faced extinction in 1983 but has since built a strong brand. They analyzed differences from Japanese competitors, listened to customers who preferred Harley's strong character. Harley created H.O.G., a company-sponsored rider's club, to change the rough image from movies. They launched a clothing line in more styles and colors to broaden their audience. Harley also added toys to cultivate passion in younger customers and ensure future growth of the brand.
The document discusses the benefits of owning and riding a Harley Davidson motorcycle. It outlines the perks of membership in the Harley Owners Group, including discounts, invitations to events, roadside assistance, and access to touring resources. The document also examines the future of Harley Davidson, suggesting they focus on expanding their customer base by targeting younger and female audiences, introducing more affordable models, signing celebrity brand ambassadors, and holding interactive community events.
- The men's grooming category has seen slower growth compared to 2005-2010.
- "No gas" products that are conscious of value have gained popularity.
- Indian brands like Fogg and Eva focusing on innovation are gaining traction over imported brands due to import duties.
Harley davidson harley style and strategy have global reachPRAJWALRASTOGI4
Harley-Davidson was founded in 1903 but nearly went bankrupt in the 1960s-70s due to quality issues and competition from Japanese motorcycles. It was rescued in 1981 by managers who refocused on quality and serving customers. Harley restored its image and expanded production through the 1980s-90s as demand grew. More recently, Harley has increased its global market share, especially in Asia/Pacific, by adapting its marketing and products to local tastes in other countries. It remains the top seller of heavyweight motorcycles in the US but faces ongoing competition internationally from Japanese and European brands.
This document provides an analysis of Harley-Davidson Inc. It discusses the company's history beginning in 1903, current ownership and corporate governance structure. It then analyzes Harley-Davidson's global business strategy, production strategy across six plants globally, main competitors in the heavyweight motorcycle market, and uses Porter's five forces to examine competitiveness in the industry.
Harley Davidson is an American motorcycle manufacturer founded in 1903. It is best known for its heavy cruiser motorcycles and strong brand identity. The document discusses Harley Davidson's current strategy of focusing exclusively on the heavy weight motorcycle segment for customers aged 35-50. It has the largest market share of 44.6% in the heavy-duty bike market in North America. However, the company is facing challenges in expanding its market and decreasing market share as it is failing to attract younger customers who have different preferences compared to its core customers.
harley davidson history, pricing, STP, HOG
This is prepared simply for practicing presentation-skills and understanding “slideshare”’s online platform. All content is simply for the learning purpose. We don’t claim accuracy or complete information. All information is presented just for overview. Any inadvertent use of company name, images are unintentional. & if brought to notice, we will remove them.
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Chapter 2
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Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Harley Davidson - Marketing Strategies: Past, Present and Future.
1. Ali Mirza
Asif A. Ali
Justin Joshua Chieffallo
Matt Conley
Raj Gill
Shana Tannis
2. Harley Davidson: Summary
ThePast: The Good, The Bad and the
Ugly
The Present: 2007 – 2012
The Future: Where is the brand going?
Conclusion
3. Harley-Davidson
was founded in 1903 in
Milwaukee, Wisconsin.
Thecompany incorporated in 1981 and
went public in 1986.
Theycurrently sell at 1,300 different
dealerships in 70 countries.
4. Built
a Community and Fostered a Sense
of Belonging
Repositioned Brand without Alienating
Traditional Customer Base
Built
an Extremely Strong and Highly
Recognizable Brand
Created Added Value
5. • Sponsorship of Harley Owners Group (H.O.G.) in
1983
• “We are committed to motorcycling. It’s not
hardware; it is a lifestyle, and emotional
attachment. That’s what we have to keep
marketing to.” - Richard F. Teerlink, Harley's former chairman and former
chief executive
6. • Association with the Muscular Dystrophy
Foundation
Group begin riding for charity (1980s)
• Harley Davidson Foundation
Supports educational, health, and environmental
causes in local communities
7. • “All-American” brand that symbolizes freedom
• Recognition dates back to World War II
• Culture promotes and represents:
Individualism
Freedom
Non-conformism
Empowerment
• “Most people can’t understand what would drive someone to profess his
or her loyalty for our brand by tattooing our logo onto his or her body – or
heart. My fellow employees and I understand completely.” - Richard F.
Teerlink, Harley's former chairman and
former chief executive
8. Ride Free marketing campaign
Aftermarket for Harley parts and customizing kits
Value of used Harleys has skyrocketed
10. Over Production Leads to Poor Quality
• Oil Leaks
Competitor Bikes
• Lighter
• Quieter
• Better Handling
11. Began to Extend the Brand Too Far
• Wine Coolers
• After Shave and Perfume
• Cake Decorating Kit
Upset Brand Loyal Consumers
• Wanted Company Focus on Bikes and Bike
Accessories.
12. Middle Aged Men (Ad)
• Limited Consumer Base
• Put Harley Davidson in a Niche Market
Only Targeting Middle Aged Men
Ultimately Limiting Harley Davidson’s Out reach
13. Harley Davidson known as a Hells Angles
bike.
14. “One-size-fits-all” agency solution.
Market Share dropped from 48.8% to 45.6%.
US sales dropped 9.4% in first quarter 2007.
Target new segments:
Youth
Women & Minorities
15. Research showed they liked less-chromed,
light and smaller bikes with heritage classic
style.
H-D added a product line: “Dark Custom”
Price was an obstacle: 883 Iron Sportster.
• “About six bucks a day. Cheaper than your
smokes, A six-pack, a lap dance, a bar tab,
another tattoo, a parking ticket, a gas station
burrito or more black T-shirts”
Negative connotation
• AD
Result: Young-adult segment went from being
worse to best performing segment in 2008.
16. Empowerment and Liberating theme.
Garage parties and women riders month: Women only
environment, sharing experiences and learning.
Educational Program: learn to ride over the weekend,
meet other riders.
One in four riders is a woman.
17. Crowdsourcing: and user generated
content.
New targeted segments: Mass
customization
“Build your bike, build your freedom”
19. Social Media Campaign:
#StereoTypicalHarley
AD
20. Traditional styling e.g. features and design
Building a positive image
Organizing promotional events
• Milwaukee.
21. Extending the brand e.g. merchandise
Extending the enterprise
Adding value
Training new riders
22. Harley-Davidson is a
relevant brand
because it represents
America.
The brand relies on
two factors:
• Relevance to Americans
• Global Admiration of
American Culture
23. Nearly 1 in 5
Americans will be
an immigrant by
2050. Current ratio
is 1 in 8.
Americans of
Hispanic origin will
be 1/3 of the
population by 2050.
24. It’s
not quite new… apparently the Harlista
group is 50 years old … but it has been
growing quickly in recent years.
25. Alejandra is a Harley-Davidson fan …
http://www.harley-
davidson.com/en_US/Content/Pages/harlistas/harlista_s
tories.html?locale=en_US&bmLocale=en_US#
26. In 2006, Harley-Davidson
opened its first full service
store in Beijing. Today, it
has 8 different locations
across China.
Typical customers in
China are between the
ages of 35 and 55 years
Use in China is for leisure
riding only
27. Inrecent years, Harley-Davidson has
increased sales % Internationally.
28. Inrecent years, Harley-Davidson has
increased sales % Internationally.
Sales have declined 5.2% in 2012 in the US
Latin America sales (Brazil and Mexico)
have increased by 32%
Sales in Asia are up 9.8%
Overall International Sales 7.6%
29. Harley-Davidson’s core strength is their
ability to maintain their image, through any
means and methods possible.
Their success is not contingent on bike
quality.
The day they stop being American or
America stops being admirable … they
won’t be around.
Editor's Notes
In 1983, the first company-sponsored club for Harley riders was created. The Harley Owners Group, or H.O.G., was started as an organization that would sponsor rallies, offer special promotions, and keep Harley riders in close contact with the company and with each other. The sponsorship of this group has been noted as one of the most creative and innovative strategies that has significantly enhanced the experience of Harley’s products. Without realizing it, Harley executives had pioneered a new paradigm that would be increasingly embraced by other industries in their quest to increase profitability by converting their product into a lifestyle and fostering emotional attachment.The Harley Owners’ Groups became immensely popular; it allowed motorcycle owners to feel as if they belonged to one big family, fostering a sense of brand loyalty unparalleled in the industry. In 1987, there were 73,000 registered members, and by 2005 that number had grown to approximately 450,000 members.The biggest problem with this group, however, was the negative connotation that was attached to it because for many Americans, the sight and sound of an entourage of Harleys roaring into town meant that “Hells Angels” had arrived.Slide: “We are committed to motorcycling. It’s not hardware; it is a lifestyle, and emotional attachment. That’s what we have to keep marketing to.”http://www.strategy-business.com/article/12878?gko=ffaa3http://www.webpronews.com/case-study-harley-davidson-2005-07
So, in order to turn the group’s image from negative to positive, the VP of business development (Mr. Fessler) pushed hard to get H.O.G. associated with the Muscular Dystrophy Foundation and groups began riding for charity under the club’s banner. Slowly, the perception began to change as the company’s image was slightly softened through this, and its other giving-back initiatives such as the Harley Davidson Foundation which is dedicated to providing community support through funding various programs related to education health, and the environment. All of this, however, had to be achieved in a way that would prevent the alienation of Harley’s traditional customer base. Luckily, Harley, from the get-go, developed one the strongest brand personalities in its industry – one that personified toughness, rebellion, and embraces challenging the status quo. And it is because of this personality that this All-American brand has been able to generate hundreds of thousands of fans instead of customers. http://www.strategy-business.com/article/12878?gko=ffaa3http://www.harleydavidson.com/en_US/Content/Pages/Foundation/foundation.html?locale=en_US&bmLocale=en_UShttp://drypen.in/branding/brand-personality-of-harley-davidson-the-rebels-brand.html
Since its inception, which occurred in 1903 when William S. Harley and Arthur Davidson built and made available to the public the first production Harley-Davidson motorcycle, (which stems back to before the second world war) Harley Davidson worked to develop and transcend a culture that was grounded in American roots.In fact, when America was plunged into WWII, in 1941, production of civilian motorcycles was almost entirely suspended in favour of military production and the company’s Service School was converted back for the training of military mechanics.And when the war ended in 1945, Harley-Davidson had produced almost 90,000 WLA models for military use, further demonstrating its devotion to America and its belief in freedom.In addition to this, Harley has benefited from its unsought association with outlaw bikers and films like “The Wild One” (1953) and “Easy Rider” (1969) which exude themes relating to non-conformism, individualism and freedom – themes that play an integral role in the company’s culture. The company even willingly embraced this idea when it provided motorcycles for the making of “Wild Hogs” (2007) another movie that was associated with themes relating to excitement and adventure. The key to its success in sustaining its culture is that Harley not only communicated this emotion across to its consumers, but its management team also had an intuitive connection to the brand and genuinely believed in what it strived to represent.This eventually led to a significant transformation in the company’s strategy as its focused changed from wanting to generate high volumes of output to wanting to manufacture quality bikes at a slower pace.Slides: 1943 “Harley-Davidson receives the first of its four Army-Navy “E” Awards for excellence in wartime production. Overseas, many American servicemen get their first exposure to Harley-Davidson motorcycles, something they would not forget when they would return stateside.Slide: “Harley reflects many things Americans dream about. They’re a little bit naughty, a little bit nice, which is a very attractive brand image to have.”Slide: “Most people can’t understand what would drive someone to profess his or her loyalty for our brand by tattooing our logo onto his or her body – or heart. My fellow employees and I understand completely.”http://www.harley-davidson.com/wcm/Content/Pages/H-D_History/history_1940s.jsp?locale=en_CAhttp://www.imdb.com/title/tt0064276/http://www.imdb.com/title/tt0486946/http://www.strategy-business.com/article/12878?gko=ffaa3
In the late 1980's, Mr. Fessler created a marketing campaign called Ride Free, designed to move owners up to bigger, more expensive motorcycles. The company promised owners who bought new Harley Sportsters, the entry-level bike, that they could trade them in a year later for a bigger Harley and get the full amount credited toward the price of the new bike. The company’s brand extension also generated a huge aftermarket for Harley parts and customizing kits. Personalizing a Harley by paint jobs, scads of new chrome, and expensive saddlebags became a Harley tradition.In addition to this, production shortfalls over the past years have led to waits of up to two years for new bikes, the value of used Harleys has skyrocketed and owners can often sell their motorcycles for more than they originally paid. http://www.strategy-business.com/article/12878?gko=ffaa3
Throughout the many years of Harley Davidson’s existence, just like many other companies Harley Davidson has also had to face many cons. The cons associated with Harley Davidson were the poor quality, extension to every product category, the target market they chose, and finally the negative perception associated with Harley Davidson.
Over production of the Harley Davidson bikes made the company suffer in terms of quality. Many of the Harley Davidson’s leaked oil or broke down. Also when compared with competitors like Honda and Suzuki Harley Davidson wasn’t quite as light, quiet, and also didn’t seem to have as good handling.
Harley Davidson also made a mistake when they began to extend their brand too far. Harley Davidson extended their brand to products that did not represent Harley Davidson. Wine racks and perfumes were not something that could be related to Harley Davidson as a though brand. This upset loyal customers as they believed Harley Davidson was losing their focus on the main priority which was producing bikes. Consumers wanted to see products related to bikes like gloves rather than baby outfits.
From the commercial we see another problem that Harley Davidson had to face was the choice in target market. Harley Davidson’s target market was middle aged men. This initially limited their consumer base right off the start. By Harley Davidson targeting middle aged men as they’re main consumer base it put Harley Davidson in a niche market. This ultimately limited Harley Davidson’s outreach.
Harley Davidson also faced many problems with the Perception of the company. Many people associated the brand Harley Davidson with the Hells Angels. Due to many of the Hells Angels riding Harley Davidson’s it created a negative perception for the company.
So until now, H-D was using “one-size-fits-all” agency solution. The results were really bad. US sales dropped 9.4% in the first quarter. Over all market share of the global motorcycle market fell from 48.8% to 45.6%. Problem: Need to find new riders.
Youth Movement:H-D Delved into new consumer segments to increase appeal among riders under 35. H-D riders are baby boomers; 42-47 years old in 2004. Younger riders were in danger of tagging the classic chromed-out, big engine Harley as their father’s bike or worse yet, their granddaddy’s ride. They also had to remove the negative connotation as Raj mentioned earlier. So, H-D did some research into what under-35 riders were favouring in company’s product line, what values attracted them to Harley? They found out that riders under 35 were buying across all Harley’s bike categories. But the bikes they favoured shared some characteristics; they were not big, had much less chrome and had a classic cut-back “old school” look. So the problem was that H-D was already making these products, but customers couldn’t find them because they were scattered on the showroom floor. They needed to make it easier for these customers to discover these products they wanted.Hence, a new product variety launched called “Dark Custom”. The new category made it easier for younger customers to go straight for the bikes they were likely to buy.For some of these young riders, price was an obstacle. H-D needed to fight this price obstacle but didn’t want to tarnish the brand with a flat-out price message. Instead, ads for the first product 883 put the new cycle’s relatively low cost (about $8000) in terms that jibe with the rebel image: “About six bucks a day. Cheaper than your smokes, A six-pack, a lap dance, a bar tab, another tattoo, a parking ticket, a gas station burrito or more black T-shirts” Results: The young adults went from being the brand’s worst-performing customer segment in 2007 to its best next year.
Beside the youth, women and visible minorities were the new segments for Harley Davidson to explore. Today 1 in 4 bikers are women. And these are not just the so called “biker chicks”, these are women from all sorts of different backgrounds. Today’s women don’t want to ride on the back of their husbands or boyfriends, rather they want to ride their own bikes. The freedom and empowerment that is associated with riding a Harley worked great for the women. But they saw that some of these women, are not quite comfortable with the macho and masculine environment of the Harley riders; and many of them were new to biking. So they introduced and sponsored women-only garage parties and educational programs over the weekends where they taught them how to ride. They could ride, bond, and share experiences with other riders.
2010 – Split with Carmichael Lynch of Minneapolis after a 31-year relationship, and turned to ‘crowdsourcing’ technique as the source of its main creative marketing department under Victors & Spoils. Vision: Create a new way of working where the people who love H-D brand the most get to work on it. Harley Davidson wants to tap into customers’ passion, as well as the ideas they openly share with them to bolster the brand.Harley Davidson enthusiasts tend to have considerable creative energy that is often shown off in how they personalize their motorcycles. Crowdsourcing is kind of an extension to that, H-D has a very creative owner base – they are full of life and risk-takers. About 2000 people around the world received the brief and 650 ideas were submitted by 160 participants.
On the heels of a popular launch of the “No Cages” campaign, Harley-Davidson was ready to evolve the theme with their next TV spot for the 2012.5 model year. Victors and Spoils briefed the crowd and encouraged everyone to push “No Cages” outside of visual metaphors and traditional riding footage into new creative territory. How could we inspire potential riders to free themselves from whatever kind of “cage” they might be in with a Harley? Ben Swan answered the call all the way from Sioux Falls, SD with his script entitled, “Liberation.” In this spot, being cage-free is about more than riding an H-D motorcycle. It’s about spreading the power of a cage-free life to all living things. Even the furry little four-legged ones.
When you think of Harley-Davidson, you probably think of a grizzled old cuss straddling his Road Glide while cruisin’ to a biker bar. Which is all good. Except it’s not exactly the sort of image that helps draw a younger, hipper generation to the brand. So with the latest evolution of the “No Cages” campaign Victors & Spoils wanted to challenge these brand misperceptions and stereotypes. The idea came from a H-D fan through an app called ‘Fan Machine by V&S. The film works to challenge #StereotypicalHarley assumptions by featuring real, young Harley riders alongside their rides. The film is tied to social media by leveraging this Twitter hashtag and the riders’ actual Twitter handles.
1. Traditional Styling:-Continuing to produce products using traditional styling methods, which give consumers a sense of nostalgia (1940’s-1950’s)-For example, old Harley models that established the Harley Davidson motorcycle as a chopper for it’s outlaw touches.2. Building a Positive Image for the Harley Community:-Changing the way that people think about the Harley Davidson community from negative to positive, by organizing charity events.3. Organizing Events:Harley Davidson has given it’s owners a place to belong by allowing these individuals to attend promotional events such as the Harley Davidson anniversary and reunion.
Extending the Brand:-The organization requested that all retailers carrying their merchandise to remodel their stores. -This remodelling later contributed to the overall success of merchandise sales and makes up approximately $210 million a year in revenues.Extending the Enterprise:-The organization continues to keep close ties within it’s supply chain mainly with it’s dealers. -As a result, they offer educational programs to teach dealers more about the company and it’s products and also how to operate a successful business. Adding Value:-To add value to Harley Davidson motorcycles, the organization allowed owners to credit and trade in their used vehicles for bigger vehicles. -In addition, custom bikes can add value for the consumer in the long run. Training New Riders:-It is important for the brand to try and engage consumers who do not own a Harley Davidson motorcycle, but may be willing to try one. -This will allow the organization to establish potential or future customers. -In order to further the present or future purchase decision making, Harley Davidson should offer such things as riding lessons for new drivers. -As a result, this would lead to a higher chance of non-riders to purchase a motorcycle.
Harley-Davidson is a relevant brand because it represents America. The branding is very heavy on American symbols such as bald eagles, flag motifs, as well as messaging centred around freedom and liberty. Therefore, one could make the case that Harley-Davidson is very dependent on perceptions of American culture.More specifically, the brand relies on two factors:Relevance to Americans and Global Admiration of American Culture.
In order to stay relevant in the domestic market, Harley-Davidson needs to reflect Americans. However, the “typical” American is changing. According to the Pew Research Group, 1 in 5 Americans will be first generation immigrants by 2050. This is a significant increase from the current ratio of 1 in 8 Americans are first generation immigrants. In addition, nearly 1/3 of the American population will be of Hispanic Origin.Therefore, it would be advisable for Harley-Davidson to begin to appeal to this group.Source: http://www.pewsocialtrends.org/files/2010/10/85.pdf
In order to accommodate this change in American culture, Harley-Davidson created the “Harlista” community. They didn’t create it recently, Harlistas have been around for the last 50 years, however the community has grown in recent years. This has an appeal to both Hispanics living in the United States and in Latin America itself. Source: http://www.harley-davidson.com/en_US/Content/Pages/harlistas/harlista_stories.html?locale=en_US&bmLocale=en_US#
Let’s Meet Alejandra.Alejandra is a young, independent, latin-american woman, living in Puerto Rico. She is seeking empowerment and a sense of belonging. After taking a weekend Harley-Davidson course, she learns how to ride a motorcycle, finds that sense of empowerment, feels that she is looking after herself, and finally feels like an American. What a perfect success story for Harley-Davidson! All she needed was the bike and what it represented it!It may come across as too perfect and the idea of a bike having all these magical powers come across as too far of a stretch. However, the appeal comes from the image that the bike represents. It has nothing to do with the performance. In this case, it is purely a marketing pitch.
In China, most bikes are smaller models or moped type bikes. The maximum engine size of a typical Chinese bike is 600 cc. Harley-Davidson’s engines are a minimum 800 cc and go up to 1600 cc. Given regulations in China, only wealthy people can afford a Harley-Davidson and they can only use it for leisure riding outside of the major cities. China has specific regulations on the size of bike and emission standards that can be used in the cities. Harley-Davidson does comply with municipal standards and therefore can only be ridden in the country. Still, Harley-Davidson still has appeal in China among a certain demographic.Source: https://www.chinabusinessreview.com/public/1201/miller.html
According to Harley-Davidson’s website, their % of international sales have increased and their % of domestic sales have decreased. This is not a very informative chart. It doesn’t quite tell us where sales are happening.Source: http://investor.harley-davidson.com/phoenix.zhtml?c=87981&p=irol-demographics&locale=en_US&bmLocale=en_US
Upon further investigation, we can confirm that sales are down in the United States. The primary reason that was given was tough competition in quality by competing brands. However, as stated earlier, Harley-Davidson’s optimal strategy emerges from maintaining their image, not through the quality of the bike itself. Therefore, if the brand can refocus on making the image relevant again, sales may improve.On the other hand, international sales are up. This indicates that American culture is still relevant and the Harley-Davidson image can be imported abroad, this should be continued.Source: http://www.trefis.com/stock/hog/articles/150510/harley-davidsons-sluggish-us-sales-offset-solid-international-growth/2012-10-24