The document proposes a new app for Harley Davidson to maintain contact with customers, provide information on HOG events and bike updates, and offer merchandise. It would allow users to connect as part of the Harley community and brand. The app strategy involves launching free and premium versions to maximize users and market share within the goal of reaching 100,000 users quickly. Revenue would come from premium subscriptions and merchandise sales. Cross-functional teams would develop, market, and operate the app to keep customers engaged with Harley Davidson's offerings.

1. FOR A NEW APP

2. HARLEY DAVIDSON
TO RIDE AND TO HAVE FUN

3. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION

4. Harley Davidson owners are proud users of
the beautiful motorbikes. They love to ride.
”To ride and have fun” portrays an image of
freedom and adventure. They also become a
part of Harley Owners Group(HOG).

5. The Harley Davidson app is an extension of the
Harley Davidson Brand marketing plan which
provides its users information about
the various HOG events, updates about
Harley Davidson Bikes, provides merchandise and
customer forum.

6. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION

7. COMPANY OVERVIEW

8. Harley Davidson is a brand known worldwide and
inspires many to own its customized bike. The
Harley Davidson app is one of the ways to maintain
contact with its users.

9. Harley Davidson is known for its Brand Loyalty.
The forum section allows users to become an integral part
of the brand.

10. Target Customer

11. Harley Davidson uses psychographic segmentation
to cater to the changing needs of the customer.

12. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION

13. The emphasis would be getting maximum users
and market share.
Number of registered users-
Minimum time to achieve 100,000 Users.
The fraction of free users who turn to
premium members
To keep its customers updated and
provide them with the best discounts.

14. Strategy
EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION

15. Customers
This app maintains personalized relationships
with the customers and keeps them updated
about the latest offerings.

16. Apps which provide users details about Harley Davidson.
Competitors

17. Value Proposition

18. Value to
Customers: It offers users exclusive, original
merchandise and also provides them at discounted rates

19. Company: It earns through selling merchandise
and from premium users.
Value to

20. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION

21. Product:
Free and Premium versions are available

22. Price

25. Communication

26. Social media is the primary means of
promoting and communication

27. Distribution

29. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION

30. Infrastructure

31. Marketing team
Analysing consumer behaviours, markets and
competitors

32. Software development team
Developing and updating the software

33. Finance team
Managing and planning the amount to be
Invested in these activities.

34. Operation team
Ensuring that the activities are carried out
According to the plan or not and deciding about
Future prospects

35. DISCLAIMER
Created by M Harish Kumar, NIT Jaipur
during a marketing internship
with Prof. Sameer Mathur, IIM Lucknow