HArley davidson - casestudy
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HARLEY-DAVIDSON. THE LIFESTYLE
HARLEY DAVIDSON: The Lifestyle
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Synopsis
In this case study we will analyze Harley-Davidson unique way of marketing. How they chose to invest the majority of their marketing budget back in their customers, to give the ultimate Harley experience and way of life.
And how all of the above translate to exceptional brand loyalty and growing sales in traditional and new demographics.
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The Lifestyle
Harley-Davidson has positioned itself as a way of life, with an extremely loyal and growing customer base. Harley Davidson’s H.O.G (Harley Owners Group) has about one million members1, and it is being referred internally as the ‘Original Social Network’ 2
H.O.G. members enjoy benefits such as a magazine subscription (Hog Tales and
Enthusiast), the H.O.G. Touring Handbook, a dedicated roadside assistance service, an insurance program that was designed specifically to their needs, a theft reward service, a travel center, and a “Fly & Ride” program allowing H.O.G members to rent Harley-Davidson bikes wherever they fly3. In addition, Harley-Davidson encourages their customers to customize their bikes and make it ‘their own’. They are community members who take pride in their creation and/or special connection to the community by personalizing their motorcycle and giving it their own personality. As a result (or as a cause), Harley’s customers, and H.O.G members are extremely engaged and are being brand advocates throughout the country and the world4.
Demographics
Traditionally, the ideal Harley-Davidson customers were Caucasian men ages 35-plus5..
However, in recent years Harley-Davidson has been targeting other segments of the motorcycle users pool.
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Harley-Davidson is aiming to reach a more diverse customer pool. Harley-Davidson has an
“outreach” program targeting new segments, such as: young adults 18-34, women, AfricanAmericans and Hispanics. In the U.S., 2012’s sales to these segments grew
HARLEY-DAVIDSON. THE LIFESTYLE
HARLEY DAVIDSON: The Lifestyle
2
Synopsis
In this case study we will analyze Harley-Davidson unique way of marketing. How they chose to invest the majority of their marketing budget back in their customers, to give the ultimate Harley experience and way of life.
And how all of the above translate to exceptional brand loyalty and growing sales in traditional and new demographics.
3
The Lifestyle
Harley-Davidson has positioned itself as a way of life, with an extremely loyal and growing customer base. Harley Davidson’s H.O.G (Harley Owners Group) has about one million members1, and it is being referred internally as the ‘Original Social Network’ 2
H.O.G. members enjoy benefits such as a magazine subscription (Hog Tales and
Enthusiast), the H.O.G. Touring Handbook, a dedicated roadside assistance service, an insurance program that was designed specifically to their needs, a theft reward service, a travel center, and a “Fly & Ride” program allowing H.O.G members to rent Harley-Davidson bikes wherever they fly3. In addition, Harley-Davidson encourages their customers to customize their bikes and make it ‘their own’. They are community members who take pride in their creation and/or special connection to the community by personalizing their motorcycle and giving it their own personality. As a result (or as a cause), Harley’s customers, and H.O.G members are extremely engaged and are being brand advocates throughout the country and the world4.
Demographics
Traditionally, the ideal Harley-Davidson customers were Caucasian men ages 35-plus5..
However, in recent years Harley-Davidson has been targeting other segments of the motorcycle users pool.
4
Harley-Davidson is aiming to reach a more diverse customer pool. Harley-Davidson has an
“outreach” program targeting new segments, such as: young adults 18-34, women, AfricanAmericans and Hispanics. In the U.S., 2012’s sales to these segments grew
References: How Mark-Hans Richer Is Driving Harley-Davidson 's Marketing Agenda, Video Interview, Forbs, 30 May, 2013 (http://www.youtube.com/watch?v=4c5nBtF-AGU) Mark-Hans Richer, Harley-Davidson CMO, Ad Age interview July 10, 2010 http://adage.com/article/242952/ 14 Mark-Hans Richer, Harley-Davidson CMO, Ad Age interview July 10, 2010 http://adage.com/article/242952/