Harley-Davidson, founded in 1903, is a leading motorcycle manufacturer known for selling not just motorcycles, but a lifestyle. The brand rose from near bankruptcy to iconic status through effective marketing strategies, including advertising and community-building initiatives like the Harley Owners Group (H.O.G). There is potential for growth in the female biker segment, which could further enhance revenue generation.

1. %

2. HISTORY
• Opened in 1903 in Milwaukee,Wisconsin
• Founded by William S. Harley
and Arthur Davidson as
Harley-Davidson, Inc.

3. 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.
MISSION
%

4. %
HOW DID HARLEY-DAVIDSON GO
ON TO BECOME THE MOST ICONIC
MOTORCYCLE BRAND EVER?

5. %

6. PRODUCT PORTFOLIO
%
MOTORCYCLES
PARTS AND ACCESSORIES

7. PRODUCT PORTFOLIO
%
LICENSED
MERCHANDISE
HARLEY DAVIDSON
MUSEUM

8. %
EXPENSIVE
QUALITYGOOD ENGINEERING
INNOVATIVE
PRODUCT
POSITIONING

9. HEAVYWEIGHT MOTORCYCLE MARKET SHARE
%
5%
10%
12%
11%
5%
4%
53%
Harley-Davidson
Yamaha
Polaris
Kawasaki
Honda
BMW
Other

10. PRODUCT POSITIONING : CULT BRAND
%
HARLEY-DAVIDSON SELLS MORE THAN JUST A MOTORCYCLE.
IT SELLS A
LIFESTYLE.

11. %
HOW DOES HARLEY-DAVIDSON
MARKET THEIR PRODUCTS?

12. %
ADVERTISING

13. %
WORD OF MOUTH MARKETING

14. %
LOW COST DEALERSHIP PROMOTIONS

15. HOW DOES
HARLEY-DAVIDSON
CREATE LONG TERM
RELATIONSHIPS?
%

16. %
1. HARLEY OWNERS GROUP
(H.O.G)

17. %
2. SPECIAL EVENTS

18. %
3. VALUE ADDED
BENEFITS

19. POTENTIAL GROWTH : FEMALE MARKET
%

20. %
SUMMARY
1. Harley-Davidson is a successful Motorbike Manufacturer.
2. The company almost went bankrupt before becoming an
iconic as well as a profit cult brand.
3. Harley-Davidson’s resurrection is a combination of
advertising, word of mouth marketing and dealership promotions.
4. H.O.G, Special Events and Value Added Benefits help Harley-Davidson in creating and
maintaining long term
relationships with customers.
5. Potential growth can be made in the women biker segment for increased revenue
generation.

21. %
DISCLAIMER
CREATED BY AYUSH VERMA, MANIPAL INSTITUTE OF TECHNOLOGY
DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR,
IIM LUCKNOW.