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HISTORY• Opened in 1903 in Milwaukee,Wisconsin • Founded by William S. Harley and Arthur Davidson as Harley-Davidson, Inc.

We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.

MISSION

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HOW DID HARLEY-DAVIDSON GO ON TO BECOME THE MOST ICONIC

MOTORCYCLE BRAND EVER?

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PRODUCT PORTFOLIO%

MOTORCYCLES PARTS AND ACCESSORIES

PRODUCT PORTFOLIO%

LICENSED MERCHANDISE HARLEY DAVIDSON

MUSEUM

%

EXPENSIVE

QUALITYGOOD ENGINEERING

INNOVATIVE

PRODUCT POSITIONING

HEAVYWEIGHT MOTORCYCLE MARKET SHARE

%

5%10%

12%

11%5% 4%

53%

Harley-DavidsonYamahaPolarisKawasakiHondaBMWOther

PRODUCT POSITIONING : CULT BRAND%

HARLEY-DAVIDSON SELLS MORE THAN JUST A MOTORCYCLE. IT SELLS A

LIFESTYLE.

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HOW DOES HARLEY-DAVIDSON MARKET THEIR PRODUCTS?

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ADVERTISING

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WORD OF MOUTH MARKETING

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LOW COST DEALERSHIP PROMOTIONS

HOW DOES HARLEY-DAVIDSON CREATE LONG TERM RELATIONSHIPS?

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1. HARLEY OWNERS GROUP (H.O.G)

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2. SPECIAL EVENTS

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3. VALUE ADDED BENEFITS

POTENTIAL GROWTH : FEMALE MARKET%

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SUMMARY1. Harley-Davidson is a successful Motorbike Manufacturer.

2. The company almost went bankrupt before becoming an iconic as well as a profit cult brand.

3. Harley-Davidson’s resurrection is a combination ofadvertising, word of mouth marketing and dealership promotions.

4. H.O.G, Special Events and Value Added Benefits help Harley-Davidson in creating and maintaining long term relationships with customers.

5. Potential growth can be made in the women biker segment for increased revenue generation.

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DISCLAIMERCREATED BY AYUSH VERMA, MANIPAL INSTITUTE OF TECHNOLOGY

DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW.