The HOG Loyalty Program was created in 1983 by Harley-Davidson to build strong relationships between the company, employees, and customers. HOG members spend 30% more than other Harley owners on merchandise and events. This loyalty program helped turn around flagging sales and allowed Harley-Davidson to grow. The program offers various membership levels and benefits like roadside assistance, recognition programs, and rallies/events to promote the Harley lifestyle and brand.

1. HOG Loyalty ProgramHOG Loyalty Program
Presented by:-Presented by:-
Kuhu PathakKuhu Pathak

2. Introduction
• The Harley Owners Group (HOG) is a sponsored community
marketing club, operated by Harley-Davidson for enthusiasts of
that brand's motorcycles. The HOG is "the grandaddy of all
community-building efforts," serving to promote not just a
consumer product, but a lifestyle. The HOG has also served to open
new revenue streams for the company, with the production of tie-in
merchandise offered to club members, numbering over one million
strong, making it the largest factory-sponsored riding club in the
world .

3. Growth drivers
• The Harley Owners Group was created in 1983
• To build longer-lasting and stronger relationships with Harley-
Davidson's customers, by making ties between the company, its
employees, and consumers.
• HOG members typically spend 30% more than other Harley owners,
on such items as clothing and Harley-Davidson-sponsored events.
• All of this is credited with turning flagging sales around, and
allowing the Harley-Davidson company to grow again

4. Types of Membership
• Full Membership: Member must be the owner of a Harley-
Davidson motorcycle and provide a Harley-Davidson vehicle
identification number –entitles member to all the benefits
and services of the Harley Owners Group.
• Associate Membership: Designed for the passenger or
family member of a full member. Entitles the member to
select member benefits. Every associate member must have
an active sponsoring full member.
• Full and Associate Life Memberships: All the benefits of
full or associate membership, plus a special life member
patch and pin. Every associate life member must have a
sponsoring full life member.

5. Harley Experience/Usp
• Harley Owners Group
• Sponsored rallies and gatherings
• Campaigns
• Diversified accessories
• Other customer benefits

6. Products
• 2012 motorcycles
• 2011 motorcycles
• Dark custom
• Used bikes
• Genuine motor accessories
• Motorclothes merchandise
• Finance and Insurance

7. Motorclothes merchandise
• Jackets
• Gloves
• Helmets
• Eyewear
• Boots
• Rain Gear
• Vests
• Tops
• Bottoms
• Accessories

8. Loyalty program
• H.O.G. Roadside Assistance Program
• Ladies of harley
• Member Services Centre
• 10 and 25 year membership recognition
• Theft reward program

9. Contd…
• HOG mileage program
• Million Mile Monday
• Rallies and Events
• Motorcycle Shipping

10. Competitive advantage
• Emphasis on good quality product and after sales service
• Extensive, universal training to their dealers
• Close relations with its key suppliers
• Product attributes and Positioning
• Strong relationship with its customers

11. Live to ride…..