2. Disclaimer:
Intention of the document is to summarise the current marketing
activities of Primarily Harley-Davidson and Triumph - Premium
Motorcycle Brands in India and Positioning these brands are trying to
capture in the Minds of the targeted consumer. Due to the small length
of the document I may have missed out some critical details, hence
feedback is welcome.
Views are personal and in no way represent that of the organization I
work for. Data collected is through public sources and no solicitation is
asked for specially for this document.
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3. Agenda
• Creating a market for a new category of products is always a
challenge
• Some of the few examples of new category introduction have been
mentioned in subsequent slides
• Capturing a Reference Point => mindshare and share of wallet for a
brand become key to success as the consumer behaviour transitions is
still a WORK IN PROGRESS situation
• The slide overs some innovations brought forward by H-D Marketing
machine here in India to Create the Premium Motorcycling Category
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4. The Challenge – Creating the Category
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Picture Source: Ducati India
5. Marketing Machine=> Call to Market for
different Target Segments
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Non User
First Time User
Multiple Years
+ Brands
Experienced
Tactics –
• Test Rides = Conducted most frequently by Harley Davidson India and Triumph
India
• Bootcamps = One of its kind in India, Conducted only by Harley Davidson India
Tactics –
• Community Rides = Conducted/ Sponsored by most of the brands
• Rock Riders = One of its kind Music TM event of Harley Davidson India
Tactics –
• Promote User Generated Content=
Promote Customisation projects,
currently Harley Davidson India is most
active here
The deck covers Harley and Triumph Marketing
activities in India, since other brands are semi
active Vs these two brands
6. Creating new categories – recent examples
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Polaris ATV’s Polaris Eicher Multix Mahindra Shaan (Discountinued now)
Premium Motorcycle Segment
Unlike other examples in the slide, Multix & Shaan platform – specifically engineered for developing markets
8. God Exists many know, very few have
experienced…
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Majority of the target/ potential customers before experiencing the category –
experienced it through Hollywood, racing media like Moto GP, Best f the globs like Vintagent or TV Series like Biker Build Off
9. For a first in its category –
Creating experience and reference point
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Target Consumer:
• Urban Middle Class Family with
steady income
• Not a first time user, already has
experience & a reference point of
benefit accrued
• Challenge is to keep him loyal to
the brand – his life has already
included the product as a must
have
Target Consumer:
• Bottom of Pyramid/ Rural
Consumer
• Has not experienced the
product before trial packs came
in
• Challenge – product adoption,
creating a reference point for a
category first
FMCG Firms have already tackled this challenge
