The document discusses Harley Davidson's marketing strategy to increase sales of its Sportster line of motorcycles. It aims to target "young influentials", defined as college-educated individuals under 35 years old. The strategy involves establishing dealerships in suburban areas near this demographic and promoting the Sportster using celebrity endorsements, internet/TV/radio ads featuring lifestyle traits of the target market. The goal is to increase Sportster sales by $1.5 million over a year by appealing to younger consumers and positioning Harley Davidson as a brand for all ages.

1. Row 3 Left Side Kyle Helder, Kayla Smartz, Yahkima Jones, Laura Goode

2. We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders Mission

3. Current Issue with Harley Davidson Aging customer base Problem with financing Bikes are expensive Seasonal nature of bikes-difficult to use in winter

4. Total Revenue for Harley Davidson Over the past two years Harley Davidson’s Revenue has gone down by $1,361,135 Dollars.

5. The goal of our marketing strategy is to increase the sales of the Sportster. We are marketing this line of bikes to the audience of the young influentials which are male and female college grads under the age of 35. The plan is to increase sales by $1.5 million dollars within a year, this is the equivalent to 125 sportster bikes that have the average cost $12,000 dollars. Marketing Strategy

6. Marketing Strategy We directly market the sportster to this target audience. We choose the sportster due to the edgy appeal and because of the reasonable price.

7. Marketing Plan Maintain the Harley Davidson brand while expanding this market to younger people. If our target audience buys the Sportster now, then they will stick with Harley as they are older.

8. Target Audience Young Influentials Midscale and younger without Kids They were once known as the home of the nation’s yuppies, young influentials reflects the fading glow of acquisitive yuppiedom. The segment is a common address for younger, middle-class sigles and couples who are more pre-occupied with balancing work and leisure pursuits. They have recently left college dorms, and they now live in apartment complexes surrounded by ball fields, health clubs and casual-dining restaurants. 2009 Statistics: US Households: 1,683,242 (1.46%) Median HH Income: $50,454 Lifestyle Traits: Order for orbitz.com, Attend NBA games, Read Vibe, Watch Family Guy, Mazda 3,

9. Continued... Demographic Traits...... Urbanicity : Suburban Income : Midscale Income Producing Assets : Low Age Ranges : <35 Presence of Kids : HH w/o Kids Homeownership : Renters Employment Levels : WC, Service, Mix College Grad Ethnic Diversity : White, Black, Asian, Hispanic

10. Target Audience

11. Product Harley Davidson is a manufacturer that produces high quality motorcycles. Harley Davidson has created a notorious brand. They also have a full line of Harley Davidson motorcycle accessories such as clothes, helmets, boots, and other gear.

12. Place The Young influentials live in suburban areas, therefore, dealerships need to be establishes there. Continue utilizing their dealerships as known Harley gatherings. Continue having strong costumer relationships.

13. Promotion Lifestyle Traits : - Order from orbitz.com - Attend NBA games - Read Vibe -Watch Family Guy Use celebrity endorsed television ads, Internet ads, and radio ads to promote to product more towards target audience. Free Harley Promotion at college campus and/or free riding lessons

14. Harley Davidson’s bikes are priced between 8,000 to 30,000. The Median income in the young influentials: $50,454.00. The Sportster series bikes range from 8,000 to 12,000, which is more of a reasonable price for our target audience. Since these are more reasonably priced, it will be easier to sell these to people under 35 because they tend to have lower income. Price

15. Implementation & Control Goal: Increase the sales of Harley Davidson by focusing the marketing efforts of the sportster to the young influentials. Free test rides, and free t-shirts event International Better warranty on bikes Market to college age people Bike give away to students

16. Implementation & Control Bike Rentals Encourage Spring Break Road Trips Young Celebrities to Endorse Sponsor College Events Billboards with sex appeal

17. Differentiation Harley is different because they have a solid quality that is respected by their buyers. We are expanded on that brand name with younger and more influential audience.

18. Positioning HD key business operations are located in Chicago, Illinois; Franklin, Wisconsin; Talladega, Alabama; Highland Heights, Ohio; Ann Arbor, Michigan; Carson City, Nevada; and Plano, Texas. In these 7 locations, we will execute our tactics by promoting our low cost and edgy appearance to the college graduates in these major cities. The position for our plan is to specifically go after men and women college grads who can afford a second vehicle. We are putting HD on a highly reliable bike by having a better warranty than other companies. HD is committed to their customers and there is a lifelong loyal relationship between the company and buyer. We are positioning HD as a company that has something for all ages, income, and gender.

19. Resources http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=../Segments/snapshot.jsp&menuid=91&submenuid=911 http://investor.harley-davidson.com/demographics.cfm?locale=en_US http://www.harley-davidson.com/en_US/Content/Pages/Student_Center/student-center.html#demographics