This document provides an overview of Harley-Davidson, including:
- A brief history of the company founded in 1903.
- Details on its organizational structure and branding approach focused on freedom and adventure.
- Analysis of its market position in India and competition in the Indian motorcycle market.
- Description of Harley-Davidson's product portfolio and strategies around branding, promotions, and community events like rallies.
- SWOT analysis and suggestions to target new customer groups in India to remain successful.
Brand Analysis of Harley Davidson (from Indian perspective).Jay Shah
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!
There is a full description and case study of the American legend Harley Devidson with there history,market share,balance sheet as well as lots more content.......
Brand Analysis of Harley Davidson (from Indian perspective).Jay Shah
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!
There is a full description and case study of the American legend Harley Devidson with there history,market share,balance sheet as well as lots more content.......
Harley Davidson case study of PHILIP KOTLER MARKETING MANAGEMENT from Chapter Creating Long Term Loyality Relationships .
A presentation created during a marketing internship by Prof. Sameer Mathur IIM lucknow
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Harley-Davidson is one of the most mythological brands in the world. Every Harley-driver has its own stories and every Harley-bike its own history. In the last decade however, Harley-Davidsons’ core driver has become much older.
The aim of this project was to develop a new global brand strategy for Harley-Davidson to attract younger consumers. After some research it became crystal clear that Harley-Davidson is a real lovebrand and that it cannot do anything it wants. The risk of loosing loyal customers was too big. Following is the conclusion of the research:
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.
By applying these techniques, Harley-Davidson will remain a real lovebrand with high brand equity. Harley-Davidson stands for fun, experience and happiness with a little touch of rebellion. Every Harley-rider has its own story, but everyone single one of them has the same dream: Freedom
Let’s be honest, today It’s getting progressively difficult for brands to stand out and to find and engage customers and employees on a long-term basis.
What people need are brands with an inspiring story that is so remarkable, authentic and lovable that people want to connect themselves to it!
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This is about Harley Davidson.Marketing tactics used by them .
videos won't work in presentation.
(please open in latest version of power-point or get template of "wood type")
harley davidson history, pricing, STP, HOG
This is prepared simply for practicing presentation-skills and understanding “slideshare”’s online platform. All content is simply for the learning purpose. We don’t claim accuracy or complete information. All information is presented just for overview. Any inadvertent use of company name, images are unintentional. & if brought to notice, we will remove them.
Harley Davidson - Istanbul University MBA (Strategic Management) by Seyar Seyar Hakimzada
This Presentation includes History of bikes, history of Harley , current position in the market , how harley davidson survived from several challenges , what strategies they adopted and what are entrepreneur aspect of the company.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
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Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
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Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
5. Introduction of Company
Harley-Davidson is among the top motorcycles producers in the world.
Harley-Davidson is the iconic American motorcycle manufacturer.
Founded out in a small shed in 1903 by William S. Harley and
Brothers Arthur and Walter Davidson in Milwaukee, Wisconsin. The
Motor Company produces traditional cruiser motorcycles utilizing air-
cooled V-Twin engines.
6. Timeline (Brief History)
1901: William S. Harley, age 21, completes a blueprint drawing of an engine
designed to fit into a bicycle.
1903: William S. Harley and Arthur Davidson make available to the public the
first production Harley-Davidson® motorcycle.
1914: The Motor Company formally enters motorcycle racing this year. The
first Racing Engineer is William S. Harley. Within a few short years, team
Harley-Davidson is referred to informally as the "Wrecking Crew" because of their
incredible dominance of the sports.
7. 1917: 1/3rd bikes of Harley-Davidson were sold to the U.S army, at last 20,000
Harley-Davidson bikes were used in the first world war.(1918)
1920: The “HOG" association starts when the racing team's mascot, a pig, is
carried on a victory lap after each race won by the team.
1947: Harley-Davidson begins selling what will become the classic black leather
motorcycle jacket.
1953: Harley-Davidson celebrates its 50th Anniversary in style. Hendee
Manufacturing, the creator of the Indian motorcycle, goes out of business.
1983: Birth of Harley Owners Group® (H.O.G.)®, the Group immediately
becomes the largest factory-sponsored motorcycle club in the world.
8. 1997: Two big plants established in Milwaukee & Kansas cities.
2008: The all new Harley-Davidson Museum opens in Milwaukee. It
showcases hundreds of classic and custom motorcycles, interactive exhibits
and never-before-seen films and photographs.
9. 2009: Harley-Davidson announces expansion into India.
2014: Harley Rock Riders Season V.
Seven Islands, Chapter Mumbai reaches to the 74th Sturgis Motorcycle Rally.
Harley-Davidson Street™ 750 launched at Delhi Auto Expo, 2014.
2015: Harley-Davidson have 15 Chapters in India at present including Lucknow
chapter being the latest.
10. MISSION
through the experience
of motorcycling,
by providing to
motorcyclists and to
the general public an
expanding line of
motorcycles, branded
products and services
in selected market
segments.
11. vision
HD, is an action-oriented,
international company, a leader in its
commitment to continuously improve
our mutually beneficial relationships
with stakeholders .
HD believes the key to success is to
balance stakeholders’ interests through
the empowerment of all employees to
focus on value-added activities.
12. The organisational structure of Harley-Davidson is
basically 3 inter-locking circle instead of
separated hierchy.
Create demand circle- It is
responsible for sales and marketing.
Produce product circle- It is
responsible for manufacturing.
Provide support circle- It is
responsible for fulfilling legal duties,
finance & hr and communication
needs.
CREATE
DEMAND
CIRCLE
PROVIDE
SUPPORT
CIRCLE
PRODUCE
PRODUCT
CIRCLE
13. Harley-Davidson is:
Fierce individuality
Rebellion against things that are unjust
Different
Innovative
Fearless in the face of danger
Brave
Seeking a better life
Free spirited
Wild
Seeking escape
Adventurous
“Look, Sound and Feel” are the 3 principals that are
designed in every Harley-Davidson motorcycles and it’s been
that way through decades of long, rich past.
15. Brand Positioning
Positioning statement: To free-spirited, Adventure-seekers looking for personal
freedom, Harley-Davidson is the brand of experiential entertainment that fulfils dreams through
the experience of motorcycling and a strong, exclusive community.
The brand values deep emotional connections and brand loyalty, which is built through
premium products, services, and experiences.
"Since July 2010, we have sold 8,000 bikes in India, 60% of which are our 883 cc entry level
bikes. Customers prefer the IRON 883 because of its 'Bad-Boy' design. Harley-Davidson is an
iconic, lifestyle brand and Indian consumers understand that” Said Anoop Prakash, MD, Harley-
Davidson India.
17. What are the 4 P’s of Harley-Davidson?
PRODUCT
13 MODELS AVAILABLE IN INDIA.
FOLLOWING TYPES OF PRODUCTS:
TOURING BIKES
SPORTSTER MOTORCYCLES
APPARELS
RIDING GEARS
CROCKERY
18. Price
The prices of Harley-Davidson bikes
range from Rs 4.88 lakhs to Rs 56
lakhs.
Place
15 dealerships across India:
New Delhi: Capital Harley-Davidson
Chandigarh: Himalayan Harley-Davidson
Mumbai: Seven Islands Harley-Davidson
Hyderabad: Banjara Harley-Davidson
Bangalore: Tuskar Harley-Davidson
Chennai: Coromandel Harley-Davidson
Kochi: Spice Coast Harley-Davidson
Kolkata: Bengal Harley-Davidson
Ahmedabad: Nine Bridges Harley-Davidson
Indore: Tiger Harley-Davidson
Pune: Two Rivers Harley-Davidson
Goa: Goa Harley-Davidson
Jaipur: Dunes Harley-Davidson
Surat: Diamond City Harley-Davidson
Lucknow: United Harley-Davidson
19. PROMOTION
Harley-Davidson has implemented several strategies to promote its motorcycle brand. The
products were sold to retail customers mainly through dealer promotions and customer
events. Along with the advertising tactics through national television, print, radio, direct
mailings and the internet.
The Dealer meetings are held
HOG meets are also taking place
24. S W O T Analysis
Strong marketing
Product Quality
Brand Recognition
Dealer Network
Designer Store Service
Distribution Channel
Wow Biking experience
26. The Indian market will sooner become larger
than the U. S market
Customers turning towards value quality
parts.
Women and younger riders are increasing
becoming interested in bikes.
Industry registrations of heavyweight
motorcycles are increasing.
28. Harley Owners Group “H.O.G”
Harleys are commonly referred to as “HOGs”, something the
company used as an acronym when it formed the Harley
ownership group (HOG) in 1983 to build on the loyalty and
fraternity of the brand.
Harley-Davidson India also sponsors the country’s H.O.G. The
company organizes five big rides across the North, South,
East and West zones along with the India HOG rally that
takes place every year in Goa.
29.
30. Harley-Davidson Rallies
Weekly Rally- Every Sunday they organise ride
Monthly Rally- Overnighter
Every 3 Month- Zonal Ride
Southern H.O.G
Rally
Eastern H.O.G
Rally
Northern H.O.G
Rally
Western H.O.G Rally
31. India Bike Week
It is the of all the Rides and Rally
INDIA BIKE WEEK is held every year in the month of February at GOA.
It is the biggest biking Mayhem of Asia.
Harley-Davidson is the principal sponsor of the event.
GRAND DADDY
34. Yearly Ride Sturgis
All the chapters participate from all over the world
The Sturgis Rally is a motorcycle rally held annually in Sturgis each first full week of August.
It is the biggest motorcycle rally in the world.
A lot of people comes from thousands of miles of distance.
36. Conclusion & Suggestion
Harley is able to provide superior value and service to its customers, which is
consistent with a differentiation strategy.
The working environment is so friendly which results in good achievements.
One of the largest marketing strategies for Harley-Davidson was the creation
of HOG (Harley Owners Group). This allows owners to share experiences and
network through rides, rallies, and other events.
37. Continued…
Apart from existing Loyal Customers of Harley-Davidson should target a new
groups of Indian customers.
‘It’s a journey but not a destination.
Harley's core customer base is men over the age of 35 and the outreach
customer base is women, young adults, and ethnically diverse riders.
Harley-Davidson is a successful motorcycle company, but will need to take
control of its future to remain successful
