Selling Mama Hog: Harley Focus on Women
Selling Mama Hog
TRIDENT UNIVERSITY INTERNATIONAL
Kim Brown Sims
Module 1 Case Assignment
MKT 501: Strategic Marketing
Dr. Darlene Jaffke February 27, 2012
Selling Mama Hog Harley Davidson has typically targeted older, well established men seeking exhilaration and a desire to exhibit their status. To grow its brand and sustain its business in a declining economy, Harley must aggressively target women. Key foci to accomplish this goal are glorification of the feeling of ownership, introduction of color and styles behooving a woman’s taste, development of selling venues appealing to women and capitalizing on the sense of fulfillment achieved through buying. Increasing the number of female Harley owners affects the male market as well: women who can afford the high priced machines are typically seen as more fitting partners for their male counterparts. Applying appropriate strategies, Harley Davidson can be successful marketing to women and at the same time maintain and potentially grow its current customer base.
Briefly describe Harley Davidson’s targeting and positioning strategy. Harley 's historical target and positioning strategies were focussed on the 40 plus year old financially established male. According the to Corporate Design Foundation (CDF) article, (1996), maintaining Harley 's image as an American Icon by preserving its trademarks such as the V-twin engine, tear drop gas tank and oversized speedometer, allows the company to focus on selling Harleys as a dream and lifestyle versus a mode of transportation. Although Harley’s main segment is the well established male, they also target younger adults, women and anyone seeking to live the Harley lifestyle. Buying a Harley does not just mean a person is now the owner of a motorcycle, conversely it allows a person to become a member of the prestigious and highly coveted Harley Owners Group (H.O.G.). This achievement is the single most important
TRIDENT UNIVERSITY INTERNATIONAL
Kim Brown Sims
Module 1 Case Assignment
MKT 501: Strategic Marketing
Dr. Darlene Jaffke February 27, 2012
Selling Mama Hog Harley Davidson has typically targeted older, well established men seeking exhilaration and a desire to exhibit their status. To grow its brand and sustain its business in a declining economy, Harley must aggressively target women. Key foci to accomplish this goal are glorification of the feeling of ownership, introduction of color and styles behooving a woman’s taste, development of selling venues appealing to women and capitalizing on the sense of fulfillment achieved through buying. Increasing the number of female Harley owners affects the male market as well: women who can afford the high priced machines are typically seen as more fitting partners for their male counterparts. Applying appropriate strategies, Harley Davidson can be successful marketing to women and at the same time maintain and potentially grow its current customer base.
Briefly describe Harley Davidson’s targeting and positioning strategy. Harley 's historical target and positioning strategies were focussed on the 40 plus year old financially established male. According the to Corporate Design Foundation (CDF) article, (1996), maintaining Harley 's image as an American Icon by preserving its trademarks such as the V-twin engine, tear drop gas tank and oversized speedometer, allows the company to focus on selling Harleys as a dream and lifestyle versus a mode of transportation. Although Harley’s main segment is the well established male, they also target younger adults, women and anyone seeking to live the Harley lifestyle. Buying a Harley does not just mean a person is now the owner of a motorcycle, conversely it allows a person to become a member of the prestigious and highly coveted Harley Owners Group (H.O.G.). This achievement is the single most important
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