Harley Davidson Marketing Plan
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The marketing plan aims to increase younger sales and create lifetime customers while avoiding upsetting current buyers. It will target young military males through differentiating Harleys' military history, connecting branches to bikes, and hands-on promotions. Implementation will begin immediately while monitoring sales, current customers, and target audience sentiment to ensure goals are met without alienating existing buyers.
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Harley davidson
Harley Davidson is a leading American motorcycle manufacturer known for its cruiser style motorcycles. Founded in 1903, Harley Davidson has grown to sell a variety of motorcycle and lifestyle products. It dominates the US motorcycle market with nearly 50% market share but faces challenges expanding internationally where it holds only 7.7% of the European market. While Harley Davidson has strong brand loyalty and financial performance in the US, it will need to diversify its product line and expand its global presence to maintain long term success as demographic and competitive trends evolve.
Harley Davidson Final
Harley Davidson is an American motorcycle manufacturer founded in 1903. It has established itself as a leading brand in the heavyweight motorcycle segment and has over 1 million members in its Harley Owners Group. While its US market share has declined in recent years, Harley has expanded internationally with markets in Europe, Asia, and Australia now larger than its domestic US market. Looking ahead, Harley faces opportunities to further expand abroad and challenges around ongoing capacity constraints, price competitiveness, and attracting new demographics like women and younger riders.
branding strategy of Harley Davidson
The document provides a history of Harley-Davidson from 1903 to present day. It discusses key events and figures in the company's growth. It also outlines Harley-Davidson's main motorcycle models, engines, sales figures, values, brand extensions, alliances, and strategic analysis. The profile of survey respondents on the brand is described as well.
Harley davidson Co. Strategic Audit
Harley-Davidson has pursued four key business strategies that have led to increased market share and cost savings:
1. Leveraging strong brand loyalty among customers through programs like H.O.G.
2. Expanding their target market to include independent women riders by designing more accessible motorcycles.
3. Increasing plant efficiency by reorganizing production processes and facilities to eliminate bottlenecks.
4. Growing international sales in regions like Latin America through new regional headquarters and cultural marketing.
Harley davidson
Harley Davidson has a long history dating back to 1903. It has established itself as an iconic American brand with a loyal customer base. The company focuses on motorcycles and related products, as well as financial services. It faces some threats from environmental regulations and competition, but also opportunities in international growth and attracting new demographics. The document provides an overview of Harley Davidson's vision, mission, history, structure, external environment, and strengths/weaknesses.
Harley Davidson _ strategy managment
Arthur Davidson and William Harley developed their first motorcycle in 1901 by attaching a two-horsepower engine to a bicycle frame. They sold three motorcycles that year. In 1907, Harley-Davidson developed a reputation for winning motorcycle races. During World War I and II, Harley-Davidson produced thousands of motorcycles for the US military. The company struggled in the 1980s but has since set new production records, especially in the early 2000s.
Harley davidson
This document provides an overview of Harley-Davidson's history and operations. It discusses how the company was founded in 1903 in Wisconsin and became a leading American motorcycle manufacturer. It also outlines Harley-Davidson's mission and brand positioning. The document analyzes the company's competitive position in various markets and pricing strategy. It considers ways Harley-Davidson can improve its market share and reduce price pressures, such as expanding into new markets and customization options.
Harley davidson
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Harley Davidson is an American motorcycle manufacturer founded in 1903. It has established itself as a leading brand in the heavyweight motorcycle segment and has over 1 million members in its Harley Owners Group. While its US market share has declined in recent years, Harley has expanded internationally with markets in Europe, Asia, and Australia now larger than its domestic US market. Looking ahead, Harley faces opportunities to further expand abroad and challenges around ongoing capacity constraints, price competitiveness, and attracting new demographics like women and younger riders.
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Harley-Davidson has pursued four key business strategies that have led to increased market share and cost savings:
1. Leveraging strong brand loyalty among customers through programs like H.O.G.
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3. Increasing plant efficiency by reorganizing production processes and facilities to eliminate bottlenecks.
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Harley Davidson has a long history dating back to 1903. It has established itself as an iconic American brand with a loyal customer base. The company focuses on motorcycles and related products, as well as financial services. It faces some threats from environmental regulations and competition, but also opportunities in international growth and attracting new demographics. The document provides an overview of Harley Davidson's vision, mission, history, structure, external environment, and strengths/weaknesses.
Harley Davidson _ strategy managment
Arthur Davidson and William Harley developed their first motorcycle in 1901 by attaching a two-horsepower engine to a bicycle frame. They sold three motorcycles that year. In 1907, Harley-Davidson developed a reputation for winning motorcycle races. During World War I and II, Harley-Davidson produced thousands of motorcycles for the US military. The company struggled in the 1980s but has since set new production records, especially in the early 2000s.
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This document provides an overview of Harley-Davidson's history and operations. It discusses how the company was founded in 1903 in Wisconsin and became a leading American motorcycle manufacturer. It also outlines Harley-Davidson's mission and brand positioning. The document analyzes the company's competitive position in various markets and pricing strategy. It considers ways Harley-Davidson can improve its market share and reduce price pressures, such as expanding into new markets and customization options.
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Harley Davidson is one of the best known motorcycle producers in the world. It was founded in 1903 in Milwaukee, Wisconsin and has since grown to produce not only motorcycles but also various branded merchandise. While it has a very loyal customer base attracted to its promotion of freedom and lifestyle, Harley Davidson also faces challenges such as high costs, overdependence on the US market, and competition from other motorcycle manufacturers. To maintain its strong brand and market position, the company will need to continue innovating, expanding internationally, and attracting new demographic groups to riding.
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This slide deck provides an in-depth look at Harley Davidson and a consulting analysis of recommended strategic actions for the company's future.
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Harley-Davidson offers a range of motorcycles and related products and services. It has five motorcycle segments and sells parts, accessories, apparel and other licensed products. It also offers financial services and runs a museum. While its core customer is middle-aged men, it is trying to expand to women and younger riders. However, it faces challenges in attracting new demographics and competing in changing markets and against other motorcycle brands.
Harley davidson
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Harley-Davidson is a leading motorcycle manufacturer known for its heavyweight motorcycles. While its loyal customer base dreams of the Harley experience, the company faces challenges in reaching younger consumers and maintaining market share during economic turmoil. Harley-Davidson plans to leverage its strong brand and use new digital media like social media, mobile applications, and professional video bloggers on road trips to better engage younger audiences aged 18 to 30 and strengthen its connection to all customers.
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Harley-Davidson has traditionally pursued a differentiation strategy focused on heavyweight cruiser motorcycles that appeal to a sense of lifestyle and experience. However, the company faces threats to its competitive position from changing customer demographics and preferences. To sustain its advantage, Harley-Davidson should pursue strategies to reduce costs, enhance differentiation through innovation, and lock-in customers internationally while protecting its intellectual property. Specifically, the company could lower prices by improving efficiency, increase sales volumes for economies of scale overseas, and invest more heavily in research and development to create new types of motorcycles.
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Presentation on CASE STUDY: HARLEY DAVIDSON from the chapter Creating Long term Loyalty Relationships, Kotler and Keller.
HARLEY DAVIDSON BUSINESS ENVIRONMENT
THIS PPT IS MADE BY ME AKASH MISHRA
I PUT MY LOTS OF EFFOT TO MAKE IT
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Harley Davidson is one of the largest motorcycle manufacturers known for its cruiser motorcycles. Founded in 1903, it has grown to sell motorcycles, apparel, accessories, and provide financing services. It has expanded globally with plants and dealerships worldwide. Harley Davidson focuses on continuous innovation, excellence in manufacturing, and fulfilling customers' dreams of freedom and adventure through motorcycling.
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Harley Davidson is one of the best known motorcycle producers in the world. It was founded in 1903 in Milwaukee, Wisconsin and has since grown to produce not only motorcycles but also various branded merchandise. While it has a very loyal customer base attracted to its promotion of freedom and lifestyle, Harley Davidson also faces challenges such as high costs, overdependence on the US market, and competition from other motorcycle manufacturers. To maintain its strong brand and market position, the company will need to continue innovating, expanding internationally, and attracting new demographic groups to riding.
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This slide deck provides an in-depth look at Harley Davidson and a consulting analysis of recommended strategic actions for the company's future.
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Harley-Davidson offers a range of motorcycles and related products and services. It has five motorcycle segments and sells parts, accessories, apparel and other licensed products. It also offers financial services and runs a museum. While its core customer is middle-aged men, it is trying to expand to women and younger riders. However, it faces challenges in attracting new demographics and competing in changing markets and against other motorcycle brands.
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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.
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This document provides an analysis of Harley-Davidson's motorcycle industry and the company's strategy. Part 1 analyzes the industry, discussing its dominant features, Porter's five forces, and drivers of change. Part 2 analyzes Harley-Davidson's strategy, including its present focused differentiation strategy, positive recent financial performance, opportunities in international markets and among new demographics, and strengths identified in an EFE matrix. The document conducts a thorough analysis to evaluate Harley-Davidson's industry and strategy.
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I have attempted a brand analysis of one of the giants in Automobile sector: Harley Davidson. This analysis is done keeping in mind the Indian market. The brand is doing great globally but to get dominance in the Indian market, it needs to understand India's consumer behavior because India is not like any other market. They need to be more flexible in their framing their strategic plans. The competition between HD and Royal Enfield is exciting for the consumers as well as marketers. Well, i wish that the best marketer may win!
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Harley-Davidson is a leading motorcycle manufacturer known for its heavyweight motorcycles. While its loyal customer base dreams of the Harley experience, the company faces challenges in reaching younger consumers and maintaining market share during economic turmoil. Harley-Davidson plans to leverage its strong brand and use new digital media like social media, mobile applications, and professional video bloggers on road trips to better engage younger audiences aged 18 to 30 and strengthen its connection to all customers.
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Harley-Davidson has traditionally pursued a differentiation strategy focused on heavyweight cruiser motorcycles that appeal to a sense of lifestyle and experience. However, the company faces threats to its competitive position from changing customer demographics and preferences. To sustain its advantage, Harley-Davidson should pursue strategies to reduce costs, enhance differentiation through innovation, and lock-in customers internationally while protecting its intellectual property. Specifically, the company could lower prices by improving efficiency, increase sales volumes for economies of scale overseas, and invest more heavily in research and development to create new types of motorcycles.
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Harley Davidson has faced various challenges throughout its history including financial troubles, high costs, and foreign competition. To address these issues, the company has expanded its brand through merchandise, beer, and bars. It also focuses on customization, lifestyle branding, and sponsoring events to attract new customers. Recently, Harley Davidson reported a 20% drop in quarterly profits due to slower sales and issues avoiding EU tariffs. However, it is launching its first electric motorcycle in India which is expected to have a range of 235 km on a full charge.
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HARLEY DAVIDSON BUSINESS ENVIRONMENT
THIS PPT IS MADE BY ME AKASH MISHRA
I PUT MY LOTS OF EFFOT TO MAKE IT
IN THIS PPT IT IS DISCUSSED ABOUT HARLEY DAVIDSON BUSINESS ENVIRONMENT
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Harley-Davidson was founded in 1903 in Wisconsin and is a leading American manufacturer of heavyweight motorcycles. It has over 50% market share in the US motorcycle market and sells motorcycles worldwide through over 1500 dealers. Harley-Davidson is known for its strong brand identity centered around freedom and individuality, with highly loyal customers who see it as more than just transportation but as an experience and lifestyle. The company uses branding strategies such as sub-brands, brand extensions, and the Harley Owners Group to promote this identity and build customer loyalty.
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Research shows that the new generation values authenticity and uniqueness more than ever. This is good news for Harley-Davidson which distinguishes itself from competitors with these values. Harley-Davidson has to seize this opportunity by sticking to its values by introducing modern techniques and modern design touches combined with the old elegance of Harley-Davidson. Retro design with a modern touch has never been cooler before.
Furthermore, Harley-Davidson has to stay away from categories that will harm the brand DNA and brand equity. Racing and performance motorcycles do not comply with the brand identity and cannot be introduced unless under a different brand name. The values of the target group for this kind of motorcycles will never comply with Harley-Davidsons’ brand values.
And finally, all this, has to be done without chasing away the current Harley-buyer. This customer still has to be able to identify itself with the brand. Therefore the feeling to belong to a strong community is more important than ever. HOG is a very successful marketing programme and it has to be supported all year long.
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The document discusses Harley Davidson's marketing strategy to increase sales of its Sportster line of motorcycles. It aims to target "young influentials", defined as college-educated individuals under 35 years old. The strategy involves establishing dealerships in suburban areas near this demographic and promoting the Sportster using celebrity endorsements, internet/TV/radio ads featuring lifestyle traits of the target market. The goal is to increase Sportster sales by $1.5 million over a year by appealing to younger consumers and positioning Harley Davidson as a brand for all ages.
Harley-Davidson Media Plan
The document outlines Harley-Davidson's 2014 media plan to increase sales of motorcycles to younger males aged 18-34. The plan aims to increase awareness of the Harley-Davidson brand within this target market by 15% and increase website visits by 15%. It allocates 40% of the $10 million budget to cable TV ads on ESPN, Discovery Channel and History Channel during primetime hours. Another 20% will fund banner ads on Google Maps and Yahoo Mail. The remaining budget is split between outdoor ads, magazine spreads, and social media promotion.
Harley Davidson Media Plan
Harley-Davidson is looking to engage younger consumers like Generation X and Generation Y in order to boost declining sales. Their target audience has traditionally been older Baby Boomers. Black Sheep Media has created a marketing plan called "How far will you go?" that aims to lower the average age of Harley consumers by targeting 30-40 year olds through various media channels and softening the brand's image to appeal to these audiences. The plan will use television, magazines, out of home advertising, social media, and experiential marketing to reach potential new customers.
Harley davidson
The marketing plan aims to address Harley Davidson's aging customer base and lack of appeal to younger consumers by targeting "Young Influentials" ages 18-34. The plan proposes introducing more affordable, sportier motorcycle models and promoting safety classes to overcome resistance. Marketing strategies include TV and magazine ads targeting this demographic, dealership events, and product placement in movies and TV shows popular among Young Influentials. The goal is to increase brand awareness, purchases, and switching by 30% and 20% respectively within 5 years.
Kimbrell powerpoint
This proposal outlines John Kimbrell Motorsports' marketing and sponsorship opportunities for the 2015 NHRA season. Kimbrell will run a Chevy Monza in the Super Pro class and plans to compete in the Summit Bracket Racing Series and other NHRA support races. The proposal details various sponsorship packages from $500-10,000 that provide branding on the race car and transporter, tickets to events, meet and greets, and website/social media exposure. The goal is to gain sponsors to help fund the 2015 season and promote businesses to NHRA's large fan base.
Harley-Davidson Media Plan
The goal is to increase sales of the Harley Davidson Sportster motorcycle among women ages 35-44. The plan is to use inclusion marketing to promote the Sportster and market the Harley brand directly to this target audience. This will be done through a television, print, and outdoor advertising campaign in top cities like New York and Los Angeles, as well as sponsoring events. The objective is to increase Sportster sales by 3,000 units within one year.
Harley Davidson
Harley Davidson's marketing plan aims to increase awareness, sales, and locations. It seeks to attract younger riders by targeting two new demographics: Young Digerati and Young Influentials aged 25-44. The plan proposes a marketing mix of television commercials, billboards, online promotion, and expanding flagship stores to Wisconsin, South Dakota, and North Dakota. It acknowledges challenges in overcoming Harley's perception as only for middle-aged riders and implementing an increased budget and staff for new social media strategies. The plan forecasts sales increases through better engaging new audiences while maintaining current customers.
Genericshow
The document discusses the benefits of sponsoring equestrian events to reach a target market of horse owners and enthusiasts. It notes that this is a large demographic with significant spending power who are loyal to brands. Sponsoring equestrian competitions and events provides branding exposure to this audience and opportunities to promote products and services directly to potential customers. Examples are given of how Mahindra Tractors benefited from an equestrian sponsorship through on-site branding and promotions.
Case Study on Harley Davidson Bike
Case study about the harley davidson bike specially focus on SWOT analysis. How to bike is priced and what are its competitive advantages.
situation analysis
Harley-Davidson has strengths as a well-known brand with a growing female demographic, but weaknesses in being new to women customers. Competitors like Honda, Suzuki, and Kawasaki have actively targeted women through promotions. Kawasaki saw sales jump from 32% to 45% after a campaign targeting women. The U.S. market has potential for growth in regions like the Pacific Coast, Southwest, and New England. Competitors include Honda, Suzuki, Yamaha, Kawasaki, BMW, and others, with Honda spending the most on advertising at over $9 million.
Motobikes
1) The presentation provides an overview of the motorcycle market in India, including its history dating back to 1901 and key players such as Hero, Honda, Bajaj, Yamaha, and TVS.
2) It analyzes the target segments of the motorcycle market in India, which are mainly young adults aged 18-30 and middle-aged adults 30-60, with females being a target for gearless motorcycles.
3) The top players in the Indian motorcycle market are identified based on an ET survey, with Hero Moto Corp having the highest sales in 2011 at 472,055 units and a 24% growth rate.
Speedway Benefits Overview.compressed
The document discusses Speedway Benefits, an organization that connects sponsors to grassroots racing fans. It notes that grassroots racing represents 18 million attendees annually, similar to the NFL, NHL, or NBA. Speedway Benefits has signed over 350 tracks across North America as members. The organization provides sponsors a way to effectively reach millions of grassroots racing fans through one contact point.
Harley Davidson - Marketing Strategies: Past, Present and Future.
Marketing Strategies: Past, Present and Future
Course: Marketing Strategy
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Asif A. Ali
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James Burke Racing Partnership
This document discusses the benefits of sponsoring a racing team and driver for marketing purposes. It outlines how motorsports sponsorship can help promote a company's brand image, generate goodwill, and provide networking opportunities. Research shows that racing fans consciously purchase products involved with racing and are loyal supporters. Sponsoring a driver like James Burke can help fans remember sponsors' names and support their products in turn. The document then profiles the demographics of motorsports fans and some facts about the size of the motorsports market and fan base in order to appeal to companies as marketing opportunities.
Nascar Memo
NASCAR has struggled to attract younger and more diverse demographics to its fan base. The document analyzes opportunities with Hispanic, youth, and Generation Y audiences. Hispanics present the best opportunity due to their large buying power of $1 trillion and family-oriented culture. While youth and Generation Y are still important due to social media engagement, Hispanics could provide tremendous marketing benefits to NASCAR if their needs and interests are better addressed through discounted packages, Spanish viewing options, and cultural sponsorships that make them feel welcome in the sport.
Online portfolio - media plan
Harley Davidson is launching a new media campaign to increase brand awareness and customer demand by 5% during the spring and summer months. With a $10 million budget, the campaign will use various media channels including radio, newspapers, internet, TV, magazines and cable from February through June. The target audience includes adults ages 25-54 who identify as "Experiencers" or "Achievers" based on a lifestyle survey. The media objectives are to reach 40% of U.S. households with a GRP of 1,500 while maintaining 70% reach throughout the campaign. The media plan allocates funds across different channels with a total spend of $9,047,004, leaving $952,996 remaining in the
NASCAR Racing 2014 - Research & Brand Strategy Recommendations
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Objectives and Strategy
The document outlines Harley-Davidson's marketing strategy to target women ages 25-34 for its Sportster bike line. It identifies magazines, internet, outdoor, and television advertising as the key media mix. The strategy involves pulsing advertising across four cycles aligned with seasonal riding patterns, and allocating $23 million total with $5 million for promotions including events at the Sturgis and Daytona Beach rallies and a national bike giveaway promotion. The goal is to increase Sportster sales by 3,000 bikes within the next year through a high-reach, moderate frequency campaign.
Icon Advertising Marketing Project
Icon Motosports produces motorcycle gear and wants to improve its brand image for women's gear. A survey found that women riders were generally unsatisfied with Icon's offerings for reasons such as too much pink, frills, and inaccurate sizing. The document recommends conducting market research to develop a sportier line of women's gear with emotional rather than sexualized advertising appeals to improve Icon's brand image.
Car donation proposal
The Darrell Gwynn Foundation is a nonprofit that provides wheelchairs to people with paralysis or spinal cord injuries. It accepts car donations that are auctioned to fund its wheelchair program. Donating a classic car allows it to be featured at Barrett-Jackson auctions while benefiting wheelchair recipients. Donors receive tax deductions and publicity through media coverage and Barrett-Jackson marketing channels. Past donated vehicles like customized Mustangs and trucks have raised over $100,000 each for the foundation.
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Harley Davidson - Marketing Strategies: Past, Present and Future.
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Harley Davidson Marketing Plan
- 1. Harley Davidson Jon Englund Nate Joostberns Kaitlin Myszkowski Leah Schra
- 4. Low expenses
- 7. Boomtown Singles: Prizm segment
- 9. 1.39% of American Households
- 10. Single with no children
- 12. Military background (primarily deployed soliders)
- 13. Income ranging from $28,000 to $51,000 (Middle)
- 15. Interesting Findings - "Motorcycle After World War II, some American veterans found a replacement for the camaraderie, excitement, danger and speed of life at war in motorcycles. Grouped into loosely organized clubs, motorcycle riders in the U.S. created a new social institution—the motorcyclists or 'bikers' " http://kulacingan.blogspot.com/2008/07/motorcycle-after-world-war-ii.html - Harley has a more hardcore loyal following than any other brand, this loyalty and togetherness is a mentality that has been instilled in our soldiers and we believe they will react to it. http://www.youtube.com/watch?v=vlZ4ONTb9i0
- 16. Four P's of Marketing: Price Harley Davidson: Road King:Touring Motorcycle $16,999 *Each price found on company website Yamaha: Super Tenere: Touring Motorcycle $13,900 Honda: ST1300: Touring Motorcycle $16,499
- 17. Four P’s of Marketing: Place Harley Davidson: 1. Afganistan 2. Iraq 3. United States *As found from Google Insights Yamaha: 1. Philippines 2. United States 3. Canada Honda: 1. Philippines 2. Iraq 3. United States
- 18. Regional Interest HarleyDavidson Yamaha
- 19. Four P's of Marketing: Product Yamaha: Street Motorcycles Off-Road Motorcycles Sport ATVs Scooters Snowmobiles Honda: Touring Motorcycles Jet-Skis Scooters Crossover Bikes Harley Davidson: Touring bikes Sportster Motorcycles Fire Rescue Motorcycles Trikes Used bikes
- 21. "Test" rides
- 23. Great financing
- 27. Toys for Tots / Cell Phones for Soldiers
- 28. Openly advertises towards women
- 29. On website and through events
- 32. Free photos with Santa on a Harley
- 33. 24 Days of Naughty and Nice
- 36. Focus on hands-on promotion
- 37. Concerts
- 39. Product placement and social media
- 42. OtherPromotions
- 43. Funding Distribution Over 5-Year Campaign
- 45. Implementing as soon as possible
- 46. Keep focus on positioning:
- 47. Military history
- 49. Connect to branch of military
- 50. Controls:
- 51. Check monthly for sale increases
- 52. (Sales increases expected later in 5-year plan)
- 53. Monitor current customer-base sentiment toward Harley
- 54. Monitor target audience sentiment toward Harley
- 57. Of these younger customers: create lifetime buyers
- 58. Avoid alienating old customer base