- August, 02 2015- Group No. 05

Chathuranga Yomalee Sajith Ananth Safwan

• What is HARLEY DAVIDSON?

Harley Davidson Builds big beautiful American motor cycles for motor enthusiast who wants their motor cycle and their products to be symbols of strength, freedom and individuality.

Introduction to the Legend…

• Where it was founded & by whom?

Founded in 1903, Milwaukee, Wisconsin.

First Harley-Davidson BikeWilliam A. Davidson, Walter Davidson, Sr.,

Arthur Davidson and William S. Harley

The Mission Statement Competitors of Harley Davidson in the Global ContextFulfilling dreams of personal freedom is more than a phrase. It’s our purpose and our passion. We bring a commitment of exceptional customer experiences to everything we do – from the innovation of our products to the precision of our manufacturing – culminating with our strong supplier and dealer networks. We are Harley-Davidson.

The Current Network (Main)

North AmericaEuropeBrazilSouth East Asia

Brand Positioning

Brand Positioning is the act of designing a company’s offering and image to occupy a distinct place in the mind of the target market

Figure 1: Brand positioning of HD in comparison to competitors

Point of Difference Point of Parity

Style Quality

Prestige Service/Maintenance

Luxury Recognition

Brotherhood/Family

Extension of the Brand

Harley Davidson – King of the Road

Table 1: POD and POP for HD in comparison to competitor brands

BRAND EXPERIENCE…

• What’s Brand Experience?

- Brand experience comes from what people see in a brand, how it makes them feel, evoking their emotions it also comes from how your peers feel about the brand and how they perceive it. Brand experience is not the product itself but what the product does to the customer. It is the selling of

emotions. Even if people forget the brand they will always remember how it made them feel.

- Harley-Davidson is not just selling bikes, but the Harley Experience.

• Brand Experience Of Harley Davidson

- Harley riders have a saying, “If I have to explain, you wouldn’t understand.”

- It’s an experience like no other, and it is crucial to the selling of Harley-Davidson.

Freedom – Promise Of Open Road Rebellion

Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. Brand personality is nothing but personification of brand.

“Every Brand has its own brand personality”

BRAND PERSONALITY…

HOG – Harleys Owners Group

A community of buyers who not own just the product, but belongs to the Harley way of life – freedom empowerment, individualism.

Sponsored Rallies & Gatherings

Harley owners could participate in rallies & share experience of them in their gatherings.

Brand Extension… Question : How to increase profits from a successful

product ?????????

Answer : Brand Extension………

Brand Extension…

Licensing helped Harley Davison to further extend their brand name spending almost nothing with less effort. Harley Davidson hand picked the manufacturers and gave them the authority to produce quality products under the legendary Bar and Shield Logo.

Licensing

Brand Association…• Combining an unknown brand with a known commodity of the target

market and creating a positive image for the unknown brand is called as brand association.

Brand Association…• Harley Davidson sponsored music festivals and reformed the Harley racing

team. They even give away their products to artists free of charge.

BRAND CONSISTENCY…

• What’s is Brand Consistency?

- Brand consistency is where a business attempts to communicate messages in a way that doesn’t detract or wander away from the core brand proposition.

IMPORTANCE OF BRAND CONSISTENCY…

• Why is Brand Consistency important in marketing?

Differentiate from competitors Increase customer recognition. Reinforce your identity

• Brand Consistency Of Harley Davidson

“Leading Brands become leading Brands.”

Dealer Development - Understand Customer Needs Strategic Growth Plan - 15% Annual Growth Plan Designer Store Program - Remodel for all Dealers Bonus Bucks - Dealer Margin

Harley Davidson University - Confidence & Enthusiasm Double Humped Camel - Annual Sales Advertising Budget - Light weight Motor cycles

• BRAND WELFARE…

“Brand welfare is maintenance, over time, of the brand’s desired image”

A commitment to your community - Giving is good for the soul Community Involvement - Donate a percentage of the sales The Muscular Dystrophy Association - Money for Research & Support A Commitment to Your Customers - Customer Loyalty Advocates for the Brand - Customer Relationship

ALTERNATIVE BRANDING STRATEGIES…

• Brand Awareness

• Acquiring a successful brand

• Brand Licensing

• Brand Awareness

This is the extent to which a brand is known amongst the public. Brand is considered by consumers at the point of purchase.

• Brand Acquiring

Brand acquiring is acquiring a successful brand from a successful company. A great example is that Google acquired YouTube .

• Brand Licensing

Using an established brand or a brand which is already success by licensing that particular brand. As an example, a beer company located in Europe could lease its brand name to an American brewer.

LEARNING FROM THE CASE STUDY & HOW THE LEARNING HELPED TO ENHANCE

THE KNOWLEDGE AND THINKING…