Harley Davidson Posse Ride
Consumer Behavior Group 8 | Building Brand Community for Harley Davidson | Analysis on the basis of Attitude Formation | | | |
Submitted To
Prof. Krishanu Rakshit
Submitted by:
Pranav Santurkar
Rakesh Mishra
Akshay Mahajan
Anjanjot Singh
Vinay Kumar
|
The Harley Owners Group (HOG)
The Harley Owners Group or HOG is a factory sponsored motorcycle enthusiast club established in 1983. Its main aim was to negate the influence of outlaw bike-gangs as the face of the Harley Davidson brand and enhance the lifestyle experience of a Harley Davidson owner. This was the roadmap of the firm’s broad philosophy of getting close to the customer. There was a great need to address two main issues with respect to the brand. 1) Low Active Memberships 2) Low Customer Loyalty
In order to generate large number of memberships, the HOG was open to all Harley owners and was available for free for the first year. Subsequent to this, the annual membership fee was an affordable 40$/ year. This membership entitled the members to a plethora of benefits including subscription to the Hog Tales magazine, access to the Fly and Ride program (rentals at 39 locations around the country), insurance, roadside assistance, support of rallies as well as access to Harley Davidson memorabilia. This multi-beneficiary model led to a significant surge in the active members with a 75% renewal rate. Increase in the active membership also serves well for the Harley Davidson Motor Company because the annual value of every active member is almost 1000$ more than an inactive member.
H.O.G Rallies
The rallies organized by HOG serve as a vital tool for building the brand community by linking riders together. It appeals to a wide variety of character traits of members ranging from need for meeting new and different people to the sense of achievement of adding to their biking autobiography. Rallies were classified into the following two buckets. 1) Destination Rallies: These
Submitted To
Prof. Krishanu Rakshit
Submitted by:
Pranav Santurkar
Rakesh Mishra
Akshay Mahajan
Anjanjot Singh
Vinay Kumar
|
The Harley Owners Group (HOG)
The Harley Owners Group or HOG is a factory sponsored motorcycle enthusiast club established in 1983. Its main aim was to negate the influence of outlaw bike-gangs as the face of the Harley Davidson brand and enhance the lifestyle experience of a Harley Davidson owner. This was the roadmap of the firm’s broad philosophy of getting close to the customer. There was a great need to address two main issues with respect to the brand. 1) Low Active Memberships 2) Low Customer Loyalty
In order to generate large number of memberships, the HOG was open to all Harley owners and was available for free for the first year. Subsequent to this, the annual membership fee was an affordable 40$/ year. This membership entitled the members to a plethora of benefits including subscription to the Hog Tales magazine, access to the Fly and Ride program (rentals at 39 locations around the country), insurance, roadside assistance, support of rallies as well as access to Harley Davidson memorabilia. This multi-beneficiary model led to a significant surge in the active members with a 75% renewal rate. Increase in the active membership also serves well for the Harley Davidson Motor Company because the annual value of every active member is almost 1000$ more than an inactive member.
H.O.G Rallies
The rallies organized by HOG serve as a vital tool for building the brand community by linking riders together. It appeals to a wide variety of character traits of members ranging from need for meeting new and different people to the sense of achievement of adding to their biking autobiography. Rallies were classified into the following two buckets. 1) Destination Rallies: These
References: 1. http://www.youtube.com/watch?v=kCAh1Q71XSE 2. https://www.youtube.com/watch?v=crhmiu_8CZ0 3. https://www.youtube.com/watch?v=9paQuKfr5Ag 4. http://www.youtube.com/watch?v=9F9NPS7DaDM 5. Paper by Schouten and Alexander(attached externally)