harley davidson case study

TO RIDE AND HAVE FUN!

WHY RIDING A HARLEY DAVIDSON IS DIFFERENT?

1. Beautiful Motorbikes

2.Great Customer Service

3.Allows owners to express individualism and freedom

4.Provides an aspirational lifestyle

5. Strong Brand Community

-The Harley Owners Group(H.O.G.) has more than 1 million members

What are the benefits of being a H.O.G. member?

1.Discounts

2. Invitation to events

H.O.G. members are invited to events like new model launches and riders’ appreciation nights.

3.Roadside Assistance

You are automatically covered when you need it most if you are a H.O.G. member.

4.Access to Fly and Ride Program, touring handbook, museums

and insurance program.

What’s next for Harley

Davidson?

Harley Davidson needs to enlarge its customer base!

It needs to focus on building strong customer relationship with the younger audience.

Increase focus on female customers

Reduce prices

To compete efficiently Harley Davidson may introduce some new lower-priced series to target the “modern mainstream”.

They should expect changes and try to adapt to it

For promotion it should sign up influential celebrities as its brand ambassador.

Try to attract non-riders

Should try to make in-person connection with potential riders through various interactive events.

Summary

• Why riding a Harley Davidson is different?• Benefits of being a H.O.G

member.• Future of Harley Davidson.

DISCLAIMER

Created by Tamishra Ray, BPPIMT, Kolkata, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.