Harley Davidson is an iconic American motorcycle brand founded in 1903 in Milwaukee, Wisconsin. It survived World War I by selling motorcycles to the military and escaped bankruptcy twice. In addition to motorcycles, Harley Davidson sells motorclothes and riding gear. The brand has focused on building loyalty through personalized customer relationships, empowering customers, and sponsoring the Harley Owners Group community. The brand's core values of individualism and freedom appeal particularly to middle-aged executives. To attract younger customers, Harley Davidson could make motorcycles more affordable and launch a new sports bike line while staying true to its values of freedom and individualism.

2. Brand Heritage
• Founded in 1903
Milwaukee,Wisconsin
• The brand survived the world
war by selling motorcycles
to military
• Escaped bankruptcy twice
but rose out to be an iconic

3. PProduct Line
• Motorcycles
• Motorclothes
• Riding Gear

4. The brand has come a long
way
1903111903 20162016

5. LLets talk about

6. aHarley Davidson has always
believed in

7. Customer Relationship
• Personalised relations with customers
through social media and face to face as
well.
• Extraordinary customer experience that is
unique and valuable
• High level of customer empowerment in
the form of customised motorcycles

9. The Brand Image

10. TThe core values of the brand are
• Individualism
• Freedom
• Connect with friends
• Comradeship through activities of
HOG
• Aspirational lifestyle

12. Unique advertising
campaigns
TThe recent one being’ Live your
Legengd’

13. F ss Building Loyalty
• Interacting closely with consumers
• Following a consumer centric approach
• Building brand community in the form of
Harley owners Group ( HOG )
• Experimental Marketing front and centre
creating live events and gatherings that
foster community
• Social Media Marketing

14. The revolutionary step behind
intense brand loyalty amongst
customers

15. Harley owners group - The
Original Social Network
• Bike rallies and charity rides
• Motorcycle events
• Hog Tales – Touring handbook
• Discounted Hotel rates
• Specially designed insurance program
• Fly and Ride Programs
• Emergency road service

16. R Rallies, Rentals and more ..

17. T The idea of selling not just
motorcycles but
THE HARLEY
EXPERIENCE

18. It has emerged as the new ‘Golf’ for
CEOs
Social networks now revolve
around superbikes

19. To attract customers in the age
group of 18-34it needs the brand
can consider
• Making its motorcycles more affordable for
the young customers
• Introducing a new range of motorcycles in
the sports bike section so as to expand
consumer base while staying true to its
core values of individualism and freedom
• Introducing campaigns with the real
stories of Harley owners so that customers
can connect even more.

20. Recap
• Brand Heritage
• Creating long term loyalty relationships by
using
• Customer empowerment
• Personalised customer relations
• Company sponsored brand community
• Brand’s core values
• Popularity among the middle aged in top
managerial positions
• Ways to attarct customers in 18-34 age

21. DDDISCLAIMER
• Created by Shreyansi Rohatgi ,Hr
College of Commerce and Economics ,
during a internship by Prof Sameer Mathur
,IIM Lucknow.