Harley-Davidson, established in 1903, benefits from strong brand loyalty through personalized customer relationships and community engagement, notably via its H.O.G program with over 1 million members. The company fosters a sense of individualism and adventure among riders, organizing events that enhance customer experience. Recommendations for attracting a younger audience include improving customer knowledge, focusing on tailored marketing strategies, and enhancing product quality to ensure long-term relationships.

1. “Until you've been on a
Harley-Davidson
you haven't
been on a
motorcycle”
M Harish Kumar
NIT Jaipur

2. Harley Davidson,
founded in 1903
in Milwaukee,
Wisconsin,
is one of
most recognized
motor vehicle
brands in the
world.

3. What explains its wide
global acceptance, and
the strong sense of
brand loyalty among
Harley-Davidson
motorbike owners?

4. Personalized relationships with customers
through social media and on going
research to keep up with the changing
expectations.

5. Harley allows owners to express
Individualism and freedom , connect with
Friends through various activities like HOG.

6. Effective
communication
to its independent
dealers
and employees
confidently
provide genuine
Harley-Davidson
Experience.

7. Engaging relationships have been
established with young adults who form
a large part of its global fellowship.

8. What has Harley-Davidson
done with its H.O.G program to
create an extraordinary
customer experience that is
unique and valuable to its
members? Has the motorcycle
manufacturer
been successful?

9. Organizes events and activities that
range from short rides to charity events
which increases CUSTOMER BENEFIT.

10. Dealers foster
positive bonding
relationships
among
members,
thereby
increasing the
CUSTOMER
PERCEIVED VALUE.

11. CUSTOMER EMPOWERMENT
HOG members are invited to events such
As new model launches
Riders’ appreciation nights.

12. “To ride
and have
fun”
Conveys image
of freedom and
adventure.

13. Prideful of their brand community and
it also includes women, children and
families.

14. Has the motorcycle
manufacturer been successful?

15. The H.O.G program has over 1 million
members across 1,400 chapters.

16. 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?

17. Customer Profitability Analysis
Make and implement decisions to influence
C2,C3 decisions and profitability.

18. The marketing funnel-helps in managing
groups of customers that vary in loyalty, risk
and other factors.

19. Reducing the rate of customer defection.
Improves consumer knowledge and trust.

20. • Offering quality products to enhance
“share of wallet”.
• Focus more effort on all customers-
treating both profitable and
non-profitable customers uniquely.

21. DISCLAIMER
Created by M Harish Kumar, NIT Jaipur
during a marketing internship
with Prof. Sameer Mathur, IIM Lucknow