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.

1. Presented By-
Md. Talha Sarwar
14MBAK-59
En. No.-GG1779

2. Brand Analysis of Harley-Davidson
(Indian Perspective)

3. Plan of presentation
Introduction of
Harley-Davidson
company
Brand association
Brand position
Brand extension
Product extension

4. Micheal Porter
Analysis
Competition in
Indian Market
SWOT analysis
Harley Davidson
Rallies
Conclusion
Continued…

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.

14. Brand Association

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.

16. The Branding Ladder

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

20. Brand Extension
 MERCHANDISE
 Helmet
 Boots
 Clothes (Jackets)
 Mugs
 Collectibles
 Lighter
 Watches
 BEER
 BARS

21. Product extensions
Motor cycles
Bike accessories

22. MICHEAL PORTER ANALYSIS
Five Forces Analysis

23. Competition in Indian Market

24. S W O T Analysis
Strong marketing
Product Quality
Brand Recognition
Dealer Network
Designer Store Service
Distribution Channel
Wow Biking experience

25. Price factor
Brain drain
Reliant on few suppliers
Whole Market share
Limited number of dealers
Lengthy lead time

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.

27. Harleys ongoing
capacity restraints
Competitors of
Harley Davidson
Availability of
substitute
products
Higher
production Costs

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.

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

32. Snapshots
Of
Rallies

33. H.O.G INDIA BIKE WEEK

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.

35. Down the memory lane~

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