- The men's grooming category has seen slower growth compared to 2005-2010.
- "No gas" products that are conscious of value have gained popularity.
- Indian brands like Fogg and Eva focusing on innovation are gaining traction over imported brands due to import duties.
Introduction, Top companies according to the market capitalization, What is Du pont analysis?, Trend analysis of top 5 companies, ROE calculation and interpretation.
Marketing Strategies 4Ps and STP (Segmentation Targeting Positioning) Marketi...ArunCCherian
The ppt shows an example of a hypothetical perfume brand that follows the 4Ps and STP of marketing strategies. The ppt was created in under 1 hour for a class presentation.
Introduction, Top companies according to the market capitalization, What is Du pont analysis?, Trend analysis of top 5 companies, ROE calculation and interpretation.
Marketing Strategies 4Ps and STP (Segmentation Targeting Positioning) Marketi...ArunCCherian
The ppt shows an example of a hypothetical perfume brand that follows the 4Ps and STP of marketing strategies. The ppt was created in under 1 hour for a class presentation.
Harley Davidson presentation covers below mentioned aspects:
1)About the brand
2)Decline and improvement
3)Brand history
4)Pricing, place and promotion
5)Road to growth
6)Analytics
Harley Davidson - Marketing Strategies: Past, Present and Future.geniusdevil110
Marketing Strategies: Past, Present and Future
Course: Marketing Strategy
University of Ottawa
Group Members:
Asif A. Ali
Ali Mirza
Matt Conley
Raj Gill
Shana Tannis
Full plans book for Harley Davidson that encompasses the Situational Analysis, Consumer Segments, SWOT, Media Budget, Brand Positioning, Advertising Message, Creative Idea, and Media Placement.
harley davidson history, pricing, STP, HOG
This is prepared simply for practicing presentation-skills and understanding “slideshare”’s online platform. All content is simply for the learning purpose. We don’t claim accuracy or complete information. All information is presented just for overview. Any inadvertent use of company name, images are unintentional. & if brought to notice, we will remove them.
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8. Category growth has slowed significantly vis-à-vis 2005-2010. Slower growth
trajectory.
Men’s category twice the size of women.
“No Gas” has caught the imagination of the value conscious customers.
Innovation/innovative approach in category.
FOGG- No gas(INDIAN)
EVA- Non- Alcoholic(INDIAN)
English Blazzer –Trigger Spray(Imported)
India manufactured brands gaining traction as import duties hinder re-investment in
advertisements and store margins.
10. DIFFERENTATION
• Creating unique
desirable product
and service
COST LEADER
• Offering a
product or
service at lowest
price
FOCUS
• Offering a
specialized
service in a niche
market.
11. Segmenting
• Psychographic
segment -
• Personality
traits, values,
attitudes,
interests, and
lifestyles of
consumers
Targeting
• Harley
Davidson
has brand
identity of
being
TOUGH.
Positioning
• The
positioning
of Harley
Davidson
is very
strong in
the mind of
consumers
as a
premium
motorcycle
brand .
12. Freedom-Go wherever you want to, whenever you want to.
Authenticity-Noted for the tradition of heavy customization, oldest and quality name in
manufacturing bikes.
Community Building-It has 1.4 million members, ride Planner to plan trips, H-D photo
Center for posting photos of memorable trips.
Masculinity- Unique sound of the exhaust, association with icons in films.
Toughness-Rugged heavy design and look of the bikes.
13. While motorbike and ornaments probably matched the Harley Davidson cult heritage
brand, the company had lost focus.
In the 1990s, it extended the brand too far. It introduced products like wine coolers,
aftershave and perfumes. Even the loyal fans did not like the idea, as it did not
resonate with the tough brand identity.
The company was clearly not focusing on what it knew best- building strong bikes.
However, perfumes and wine coolers were eroding the mystery of the H-D brand.
After strong criticism from the loyal customers, the company pulled of many
inappropriate products.
14. Harley Davidson had fallen into the trap of thinking that more products equals more sales.
And it usually does, at least in the short term.
They moved away from their loyal customer base or they misinterpreted their customer.
The image of word “perfume” was completely opposite of image of Harley Davidson.
15.
16.
17. PRODUCT FEATURES
IMPERSIVE PAKING
LONG LASTINF SMELL
MEDICALLY SAFE-NOT HARMFUL TO SKIN NOR CAUSES INFECTION
AVAILABILITY
MESMERISING SMELL
18. NAME: Furious 18 by Harley Davidson
COLOUR -Musk Gold
INGREDIENTS
Parfum-Parfum
Woodsy and exotic citruses
Freshness of green grapes aroma
Last for 3-4 days in a single spray
LOOK –HELMET (D) Promoting the idea of safety
The perfumes are AVIALABLE in bottles of
125ml, 75ml, 90ml, 100ml measurements
19. Costing of Harley Davidson perfume
Cost per perfume 5000(75ml)
5500(100ml)
6000(125ml)
6500(125ml)
Sales expectation in a year (1000 units * 5000) 5000000
-cost of manufacturing (1000 units *1000) 1000000
-cost of digital advertising 1000000
-cost of placing product in big brand showrooms 1000000
-cost of promotional campaigns 500000
-other costs 500000
Profit expected in a year on 1000 units 1000000
20. Cost of manufacturing : includes cost of making the perfume its ingredients and making
charges
Cost of digital advertising: including advertising through social sites eg. Facebook ,
twitter, pay per click , update blog page for customer interaction.
Cost of placing perfumes in big brand showrooms: includes cost of making it available at
showrooms like shoppers stop .
Cost of promotional campaigns: includes cost of launching a promotional campaign like
“My Harley Story” , organising campaigns .
Other costs: packaging , distributing .
21. Will sponsor reality show Roadies 13 and Fear factor 8
Will conduct trending online polls in twitter to spread awareness
Exciting offers for existing and new Harley bike owners eg. Free samples of perfume
Roping celebrities using Harley Davidson bikes to use Harley Davidson perfume and
share their stories .
22. Focus on your brand values. If your values are ‘strong, masculine and very rugged,’
you shouldn’t be selling perfume or wine coolers.
Don’t alienate your core customers.
Remember that more is less.
‘The more you add, the more you risk undermining your basic differentiating idea,
which is the essence of your brand.’
Keep it tight. Harley Davidson built its brands by staying true to what it does best,
namely making big, classic, US motorbikes Handle ‘lovemarks’ with care.
Although Roberts says that the motorbikes themselves are ‘actually pretty average’,
the nature of the brand has meant that the motorbikes don’t have to be compared to
others in terms of performance.