Harley-Davidson, Inc. (H-D), or Harley, is an American motorcycle manufacturer, founded in Milwaukee, Wisconsin in 1903.

4.  Founded in 1903 inWisconsin , United States
byWilliam S.HarleyArthur Davidson &
WilliamA. Davidson
 Leading American manufacturer of Heavy
weight motorcycles .
 After theWorldWar 2 , It was the leading
manufacturer of motorbikes market in the US
and had monopoly in the market due to
closure of its main rivals .
 Sells through over 1500 dealers worldwide .

5. Fulfilling dreams of personal freedom is more
than a phrase . It’s our purpose and our passion.
We bring a commitment . exceptional
customer experiences to everything we do –
from
the innovation of our products to the precision
of our manufacturing – culminating with our
strong supplier and dealer networks. We are
Harley-Davidson.

6.  MarketValue
 Market Share
 EconomicTurmoil
 Losing the “Younger” consumer

7. Values are the heart of HD business , they
guide our actions and serve as the framework
for the decisions and contributions our
employees make at every level .
 Tell the truth
 Be fair
 Keep your promises
 Respect the individual
 Encourage intellectual curiosity

8.  Motor Cycles
 Bike accessories
 Buell Motor cycles: wholly
owned subsidiary of Harley
by 2003 (closed now)

9.  Merchandise
 Helmet
 Boats
 Jackets
 Mugs
 Collectibles
 Watch
 Beer
 Bars

10.  Market Penetration
 Product Development
 Market Development

11. Brand
Identity
Brand
Brand Brand Awareness
Personality Communication Customer -
Based Brand
Brand Equity
Brand Image
Positioning

12.  Customer Loyalty – It is unequivocal .
 Be Different –They celebrate that difference .
 Priced well above – Cult brands are generally priced well above the
industry level .
 Strong Customer Relationship – It makes customer’s experience very
unique and make them feel that they are part of an exclusive group –
brand communities .
 Small Customer Base – It has relatively very small customer base ,with
enormous loyalty , spreading the good word and spending lots of money.

13. ADVERTISEMENT

14. The idea of selling not just bikes ,
but the ‘Harley Experience’

15. Women Riders Campaigns
Harley Owners Group Military Leaders

16. RoadsideAssistance HOG Events
HOG Magazine DiversifiedAccessories

17. Has the motorcycle manufacturer been
successful ?

18. Y E S
The H.O.G. program has over 1 million
members across 1,400 chapters .

19. To enlarge its customer base , what would you
recommend Harley-Davidson do to cultivate
long-term relationships with a younger
audience ,aged between 18-34 ?

20.  Customer ProfitabilityAnalysis
 The marketing funnel
 Reducing the rate of customer defection
 Offering quality products to enhance “share
of wallet”

21. ThankYou
Created by Harshil Jain , Commerce College ,
Jaipur during a marketing internship with
Prof . Sameer Mathur , IIM Lucknow