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.

1. HARLEY
DAVIDSON
GROUP 6
Mario Allen Clement
Abilash
Rohit C
Ronnie
Srusti
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2. CONTENTS
Harley Davidson
History
Brand Element
 Mission/Vision and Values
 Brand Mantra
 Perceptual Map
 Brand Structure
 POD and POP
 CBBE
Objectives vs. Strategies adopted
Recommendations
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3. HARLEY DAVIDSON
 Milwaukee, Wisconsin - first decade of the 1903.
 William Harley & Arthur Davidson
 Heavyweight custom and touring motorcycles.
 Gained market during 1st and 2nd world war.
 Automobile and Cycle Trade Journal – First paper
Advertisement.
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4. HISTORY
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5. BRAND ELEMENT
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Name
Logo
Shops
Slogans

6. MISSION/VISION
STATEMENT AND VALUES
Mission Statement:
"We fulfill dreams through
the experience of
motorcycling, by providing
to motorcyclists and to the
general public an
expanding line of
motorcycles and branded
products and services in
selected market segments."
Tell the truth - Be fair - Keep promises - Respect the
individual - Encourage intellectual curiosity
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7. BRAND MANTRA
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Enjoy the ride
 "It's not the destination, it's the
journey.”
 “Live to Ride, Ride to Live”
 “The Road Starts here. It never
ends”.
 “It's time to ride.”
 “Until you've been on a Harley-

8. PERCEPTUAL MAP
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9. PRODUCTS IN INDIAN
MARKET
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10. ADDITIONAL
PRODUCTS
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11. BRAND POSITIONING
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Expensive
Good
engineering
Quality
Innovative

12. BRAND POSITIONING
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13. BRANDSTRUCT
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CULTURE
Band
Look
Famous Brand
Travel
Legend
Bike
Core
USA
MASCULINE

14. POD AND POP
Points of
difference
Harley-Davidson Owners
Group
Engine sound
American Heritage
Design
Selling points
Points of Parity
Technology
Quality
Performance
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15. CUSTOMER-BASED
BRAND EQUITY
PYRAMID
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16. OBJECTIVES VS.
STRATEGIES ADOPTED
Differentiation
strategy
Long term
business
strategy
JIT inventory
policy
Value over
price
 Enhance profitability &
productivity.
 Shortening lead times.
 Flexible manufacturing.
 Premium retail experience.
Provide
support
Produce
product
Create
demand
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17. INTERNAL ANALYSIS
Strengths
Robust Cash Flow
Strong brand image.
Relationship with the retailers
HOG - 750000+ world wide
Customizing bikes
Product quality
Weakness
Decreasing financial
performance
High price
Demand v/s supply
Difficult to attract and retain
employees
Attrition rate increased
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18. EXTERNAL
ANALYSIS
Opportunities
International Heavy
weight motorcycle market
growing
European Demand for
Harleys has increased.
Asian economy is
opening up to imported
vehicles
Alliances with domestic
players are possible
Threats
Fuel prices are fluctuating
Average buyers age is 42
and above
Competition have larger
marketing resources
International importing
tax and increasing labor
cost
Currency value falling
drastically
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19. RECOMMENDATIONS
 Reinforce alliance with Asian distribution network
 Create more attractive offerings at low interest
rates
 Product development
 Bring the heritage to the rest of the globe
 Expand manufacturing facilities
 Market to all age groups/make segments of
vehicles for each
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