HARLEY – DAVIDSON

POSSE RIDE

HARLEY - DAVIDSON

American motor-cycle manufacturer

Founded during the first decade of 20th century

Sells heavyweight (over 750 cc) motorcycles designed for cruising on the highway

Total Revenue : US $ 5.7 bn (in 2007)

Total employees : 9,700

BACKGROUND OF HARLEY OWNERS GROUP

A motorcycle enthusiast club sponsored by Harley-Davidson Motor Co.

Formed in 1983

To enhance the H-D lifestyle experience, and to bring the company closer to its customers

H.O.G. Rallies Destination Rallies Rolling Rallies

DESTINATION RALLIES

Riders assemble in a single destination that remains the same

Attract all the major manufacturers of motorcycles and accessories

Beneficial for riders constrained by time and family structure

Costly to the Company and also require high labour force In 1999 rally, 150 H-D employees had to devote a

week of their work year to rally staffing

ROLLING RALLIES

Unlike destination rallies, begin and end at different places

Stopover points are ideal merchandising opportunities

Each rally include a specific theme that is somehow unique to the route

Made for real bikers

Extremely time intensive

POSSE RIDE

High adventure and Low cost rolling rally First ride in 1997 : coast to coast in Portland

Approximately 250 riders geared up Events full of spontaneity and

momentousness Story nights Posse oath

Second ride in 1999 : border to border from Mexico to Canada About 425 HOG members registered

WHY SHOULD HARLEY CONTINUE TO SPONSOR POSSE RIDE

It is the largest congregation of Harley enthusiasts.

Gives Harley the biggest pie in terms of word of mouth publicity without spending a dollar.

Enhances the brand equity of Harley as an experience rather than just a bike.

Connects Harley to the most enduring and dedicated fans of Harley

Bigger returns sustaining lower costs wrt Destination rallies

Involves even non bikers with the local dealers and enhances brand Harley.

ROLE OF POSSE RIDE IN HOG EVENT MIX

Survey suggests bikers make lifelong friends during the rally

Riding a Harley has become a part of their identity

The oath before the rally imbibes a sense of camaraderie among the bikers

Gives the management a chance to understand the needs and demands of the customer

Develops a culture wherein people are encouraged to value freedom and take up challenges

Does wonder to the “Harley Davidson” brand

WAYS TO INCREASE PROFITABILITY AND EFFECTIVENESS

Successful routes of the past can be repeated for amateur participants

Selection of routes can be more democratic

Increased participation of employees

Establishment of a baseline for dealers regarding the arrangements

Splitting of the total size of the team

THANK YOU !!!

SPLITTING OF THE TOTAL SIZE OF THE TEAM

Instead of starting from a single point, two teams can start from opposite directions

Arrangements can be made to receive both the teams at a common point

Can instill a sense of mission to the bikers Number of participants will increase Increased exposure time for dealers

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