The document discusses the benefits of Harley-Davidson's Posse rides for customers. It finds that the rides provide social satisfaction from bonding with others who share interests, as well as opportunities to experience thrills and form memorials. However, customers felt the augmented product offerings were evaluated less positively and that they were not always heard. The document also evaluates whether the Harley Owners Group constitutes a community, finding that it is dynamic due to its varied structure and spontaneity. Finally, it argues that the Posse rides achieve Harley-Davidson's goals of fulfilling dreams and learning about customers, and that the company should continue the rides while improving their return on investment.

1. CASE STUDYBuilding Brand Community on the Harley-Davidson Posse Ride

2. What are the benefits of long rides as Posse, for customers of Harley Davidson (HD)? Evaluate the relational effects based on Exhibits 7 and 10, which refer to pre and post evaluations.Question 1 Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

3. Question 1Benefits of long rides such as Posse for customers?Discover landscape  broadening the horizonPeople with the same interests  social satisfaction Thrills and excitementMemorials (t-shirt, tattoo’s, etc.)Get away from their stressed lives‘Feel free’Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

4. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. VoetQuestion 1

5. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. VoetQuestion 1Very satisfied with the Harley The ride was tremendous However, augmented product evaluated lessCustomers feel not that ‘heard’

6. Can the Harley Owners Group’s (HOG) Posse be characterized as a community? Question 2 Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

7. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. VoetQuestion 2Community?YES:People want to be includedExclusiveness, prideShared interests Focus on the customer experience

8. If so, is the community static or dynamic? Support your answers with data from the Posse event, referring, for example, to day-to-day changes!Question 3 Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

9. Question 3DynamicVaried structureGeographic concentrationSocial contextTemporality Spontaneity, dynamismGroup 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

10. How would you evaluate the interaction between HOG managers and customers? Question 4 Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

11. Question 4a ‘close-to-the-customer’ philosophyas a ‘togetherness’-waycome closer due to complaints and feedbackbusiness-related; learning experience, user-experience, feelings towards the brand Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

12. Question 4current customer-management interaction in line with the stated goals of HOGpositive influence on the places which they visitimproves the Harley Davidson lifestyle experience brings the company close to its customersGroup 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

13. Question 4The HOG has an essential role of developing the community Initiator and organizerHOG should continue learn about their customers in a way which is really valuablemembers are spending significantly more money community fulfills the goals which are stated for HOG However; community with hundreds of bikers cannot be completely influencedGroup 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

14. How would the Posse ride contribute to HD’s corporate goals? How would it contribute to its financial objectives? Should the company work harder to improve Return On Investment (ROI) of the Posse ride?Question 5 Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

15. Question 5Mission: “fulfill dreams”Customer – centric modelKnow the consumerLearn about how the consumer interacts with the productEstablish a tradition – consistency $474,000 extra in revenuesEvaluate dealersIdentify dissatisfactionGroup 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

16. Should HD continue with Posse and other rides? What role should HOG play in the marketing mix?Question 6Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

17. Question 6Should HD continue with Posse and other rides?1. Hard-core customers -> valuable firm assetConnectedness, limited registration -> A cultureArtifacts/symbols: T-shirts, tattoosRituals: Story night, The Posse OathThey become an important spokesperson2. Checkpoints in the form of dealerships Tourists & neighborhood get attracted by commotion (riders and non-riders)Merchandise opportunity for dealerManagement sees how dealerships are runGroup 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

18. Question 6What role should H.O.G play in the marketing mix?Large WOM functionFree one-year membership gives a direct feeling of belonging to the Harley community (culture with symbols and rituals)Makes it a very strong promotional toolMembers will spread the word as will the eventsPromotionGroup 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

19. Evelien, Carmen, Danny, Luc and Stijn (aka Group 4) thank you for your undivided attention !!