A mini case study on Harley Davidson - Philip Kotler and Kevin Lane Keller. Prepared by Shachin Shibi under the guidance of Prof. Sameer Mathur, IIM Lucknow

1. All For Freedom
Freedom For All#FREEDOMMACHINE

2. Beautiful Motorbikes
More Power! More
Style! More Agility!
Customized Bike
#1903-2017

3. Customer Centered Brand

4. Extraordinary Customer Experience : Unique and Valuable

5. Harley Davidson Online World

6. Highly Customer Friendly Website

7. Strong Customer Relationship
Loyal Customer Base
High Customer Engagement

10. Importance to Customer Psychology

11. Customer Benefits
One year free HOG membership
Discounts on Sale
Invitation to various events
Foster Bonding with other riders

12. Events
• African Touring Rally
• Drag Races
• European Touring Rally
• Flat Track Race
• H.O.G Touring Rally
• HOG Chapter
• Harley-Davidson EMEA
Authorized Tour
• Museum
• Open Houses

13. Quest for Women Riders

14. Care for Social Cause

15. Case Study
• What has Harley-Davidson done with its HOG program to create an extraordinary customer
experience that is unique and valuable to its members? Has the motorcycle manufacturer been
successful?
• To enlarge its customer base, what would you recommend Harley-Davidson do to cultivate long
term relationship with a younger audience between 18-34?

16. Harley Owner Group and Riding Club
• Free H.O.G membership for one year
• Various discounts and benefits
• Local H.O.G around the world
• Short Rides to Destination Rides

17. Foster Strong bonds with fellow riders and dealers
Invited to events such as model launches
Conveys a image of freedom and adventure

18. Attractions for Gen Y

20. • Company Value and Tradition
• Harley Davidson’s Online World
• Delivering High Customer Value
• Consumer Benefits
• Consumer Engagement
• Towards a social cause

21. Disclaimer
Done By
Shachin Shibi,
Sri Sai Ram Institute of
Technology, Chennai
Guided By,
Prof. Sameer Mathur,
IIM Lucknow
Carnegie Mellon University (PhD)
During the remote Marketing Management Internship,
Dec’17-Jan’18