CASE: Building a Brand Community on the Harley Posse Ride Study Questions 1. Should Harley-Davidson continue to sponsor the Posse Ride? Yes. Why or why not? $100‚000.00 budget (Posse Ride II)‚ is a good price for value comparing to other alternatives to advertise and build communities; The “Posse Ride” is probably the most important MKT instrument to build and preserve internal aspect of Harley-Davidson product regarding its brand; The product’s meaning of adventure‚ freedom and even rebellious
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1) Your recommendation to the Harley Davidson Management Team: Should Harley Davidson continue to sponsor the Posse Ride? Why or why not? What role should the Posse Ride play in the HOG events mix? HD should continue its popular posse ride because of the following reasons HD being a high involvement product‚ keeping the customers involved even after the sales. It fosters the feeling of brand community which leads to consumer’s personal identification with the brand Gives a deeper insight of the
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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
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This is to recommend continued sponsorship of the Posse ride. In order to maximize the effectiveness and profit-making potential‚ I propose the following changes in this program 1) Repeating successful routes. 2) Involvement of HOG members in route selection. 3) Follow up with Posse participants 30 days after the completion of events. 4) Creating spontaneity during the ride. 5) Increased participation of employees on the rides. These new initiatives would help us better understand customer
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Recommendations: 1.Harley-Davidson should continue to sponsor HOG‚ and the Posse Rides. 2.More resources should be spent on the Posse Rides to meet the rising expectations of participants. 3.Dealerships should be more integrated into the Posse Rides. 4.The Posse Rides should not be seen as direct profit centers. Reasoning: 1.HOG has been phenomenally successful at attracting members and chapters. From nothing in 1983 it has grown to half a million members in 1‚160 chapters. This is the core of Harley-Davidson’s
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. . . 3 Introduction . . . . . . . . . 4 Harley Davidson and its Strategy . . . . . . 5 Harley Davidson’s Strengths . . . . . . 7 Harley Davidson’s Weaknesses . . . . . . 9 Harley Davidson’s Opportunities . . . . . . 10 Harley Davidson’s Threats . . . . . . . 11 Social Marketing . . . . . . . . 13 Harley Davidson’s New Strategy . . . . . . 14 Suggestions for Harley Davidson . . . . . . 16 Strategy Suggestions for Harley Davidson . . . . 17 Conclusion . . . . . . . . . 18
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Case Study Harley Davidson Department of Marketing IV Prof. Dr. Florian Kraus University of Mannheim Fall term 2011 By: Veilleux‚ Jacques-Olivier-1345802- jveilleu@rumms.uni-mannheim.de Vela Loira‚ Valentin -1346667-vvelaloi@mail.uni-mannheim.de Viscosi‚ Jennifer - 1344990- jviscosi@mail.uni-mannheim.de Wang‚ Yi - 1326001 - yiwana@mail.uni-mannheim.de Wijma‚ Ludwig - 1346338 - lwijma@rumms.uni-mannheim.de Yip‚ Lu Yi - 1342949- luyiyip@gmail.com Mannheim‚ November 2011 Table of
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OVERVIEW/PROBLEM STATEMENT The following are the problems of Harley Davidson 1. Declining market 2. Poor economic climate 3. Competition from Japanese manufacturers 4. Poor quality of products 5. Young Generation not buying the product COMPANY PROFILE The Davidson brothers‚ William D.‚ William S.‚ Walter and Arthur founded Harley Davidson‚ Inc. in 1903. In the first year‚ only three motor cycles were produced. In 1904 production increased to eight motorcycles. Company present office is located
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Case Study: Harley-Davidson 1. What do you think are the company’s (Harley-Davidson) major strengths and weaknesses? Strengths: * Strong brand name * Strong customer loyalty * Operates in 2 segments‚ Harley-Davidson motorcycles and related products‚ and Harley-Davidson Financial Services * The HOG ( Harley Owners Group) which has over 1 million members worldwide and is the industry’s largest company sponsored motorcycle enthusiasts organizations * The only American brand
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Harley Davidson Case Study 1. What do you think are the company’s (Harley Davidson) major strengths & weaknesses? Harley Davidson’s major strengths are: customer loyalty‚ having a strong and popular brand name‚ they offer a program called HOG (Harley Owners Group) which has members worldwide and offers Harley owners a variety of benefits‚ and the only American company that sells heavyweight motorcycles. Some weaknesses of Harley Davidson are: Image‚ people who ride Harleys are sometimes
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