Harley Davidson Case Study Analysis. This were created as a part of my marketing internship under Prof. Sameer Mathur(IIM Lucknow).

2. BEAUTIFUL CUSTOMIZED MOTORBIKE WITH ICONIC ENGINES

4. Harley-Davidson, Inc. is an action-oriented, international
company, a leader in its commitment to continuously
improve our mutually beneficial relationships with
stakeholders. Harley-Davidson believes the key to success
is to balance stakeholders’ interests through the
empowerment of all employees to focus on value-added
activities.
We fulfill dreams through the experiences of
motorcycling, by providing to motorcyclists and to the
general public an expanding line of motorcycles and
branded products and services in selected market
segments.
Vision
MISSION

5. Advertising Strategy - Passion to Ride

6. Customer Oriented Organization
•Costumer Relationship with Management
•Customer Preference
•Brand Community - Harley Owners Group (H.O.G.)

7. Harley Owners Group (H.O.G.)
H.O.G. is a sponsored community marketing club, operated by
Harley-Davidson for enthusiasts of HD Motorcycles.
“TO RIDE AND HAVE FUN”

8. How H.O.G helps Harley Davidson
Brand?
•Promotes Harley-Davidson motorcycles along with lifestyle.
•Additional revenue stream - tie in merchandise.
•Build longer customer relationship with HD’s customers by making ties
between company, employees and customers - Build Brand Loyalty

9. Road Assistance H.O.G. Events
Access to HD Museum HOG Magazine
Touring Handbook
Insurance Service

10. MEMBERS OF H.O.G. include..
Doctors Pilots Lawyers Business Man
Actors/Artists Engineers
This shows the strong Brand Loyalty among Harley-Davidson Owners
Players
……

11. Out of Many, One (Video -Twitter
Campaign)

12. Internal Employee management
• Harley - Davidson shares company values, philosophy and brand
experience with its staff.
• Effective communication to independent dealers
• Professional Training by Harley-Davidson University in US
• Satisfied employees thus deliver excellent service - Harley Davidson
Experience
Results: Sustainable customer, Brand Loyalty,
+WOM, Higher company sales

13. Social Media

16. 1. 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?
2. To enlarge its customer base what would you recommend Harley -
Davidson so to cultivate long term relationship with the younger
audience aged between 18-34?

17. 1)
• Free one year H.O.G subscription to new customers. This will make
active involvement with their Harley, while company could closely
serve its new customer.
• “TO RIDE AND HAVE FUN”
• H.O.G events which involve the family of H.O.G members - Bonding
and Brand Community Building.
• Charity Events - CSR
• Outing of Harley Owners - Freedom and Adventure
• Other perks of H.O.G Membership - Road Assistance, Harley Magazine,
Theft Reward Program
• All these makes Harley Owners feel premium - Brand Loyalty
Building

18. 2)
Social Media Engagement…
Expanding its product line by
introducing stylish bikes that
appeals younger audience yet
maintaining the iconic heritage
of Harley Davidson Motorbikes.

19. Harley sponsored Music Festivals
Engaging in-person connection events like Jump Start

20. Harley Davidson - Customer Oriented Company
Harley Owner Group - Sponsored Brand Community -
Brand Loyalty
Introduction
Building Customer Base

21. Disclaimer
Created by Vignesh Mallya, BITS Pilani Goa Campus, during
Marketing Internship by Prof. Sameer Mathur, IIM Lucknow
Prof. Sameer Mathur, IIM Lucknow