harley davidson
Post on 21-Jan-2015
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Harley Davidson Marketing PlanPresented By: The Four Peas
Kat GillespieChris LadukeErica MarshallWhitney Phoon
Harley Davidson Marketing Plan Objectives
Create & Increase Awareness Increase Sales Expand Sales Locations
Create & Increase Awareness
Age of Harley Davidson motorcycle riders has increased
Young males and females don’t have interest in the brand
Lack of female riders
Increase Sales
Increase company sales by 10 percent
Younger Target audience Increase customer base
Expand Sales Locations
Harley owns half the U.S Market share, 1/3 of the global market
Becoming ideal – National Export Initiative
Other companies are expanding globally – noticing positive results
Expanding into Brazil Reduces taxes, makes motorcycles
affordable to a larger target audience
Differentiation
33% of owners previous owned competitor motorcycle
Not about the product – about the brand “There’s not a motorcycle riding
experience like a Harley Davidson’s” Competitors: Yamaha, Suzuki, and
Honda More interested in price and sales Create commercial and print ads with
younger demographic
Positioning
Already brand trust from customers Position so that Harley attains
younger demographics interest at earlier ages
Confidence in market is directly proportional to customer purchases – need young digerati to have confidence in market
Current Demographics Male (88.5%) Big Fish, Small Pond
Middle Age 45-50 Median Income $80,000-$90,000
2007 Purchases 52% Previously Owned a Harley motorcycle 33% Owned a competitive motorcycle 15% First motorcycle purchased
Median Age Median Income
Statistics based on years 2004-2008 from harleydavison.com
Marketing Strategy
Target Market Young Digerati Young Influentials
Marketing Mix 4 P’s▪ Product: Harley Davidson Motorcycles▪ Price: $8,000 - $40,000▪ Promotion: TV commercials, billboards, online,
etc.▪ Place: Wisconsin, South Dakota, North Dakota
Target Market
Young Digerati Wealthy, Younger Family Mix Age25-44 Ethnically Diverse Median Income $88,728 2009 – 1.21% of US Households
Young Influentials Midscale, Younger w/o Kids Age <35 Ethnically Diverse Median Income $50,454 2009 -1.46% of US Households
Google Insights for Search
Geographic areas & volume of search
From 2004-2010, repeating rate Wisconsin- search volume index of 100 South Dakota – 96 North Dakota - 86
PLACE
Harley should be located in bustling cities with high market exposure.
Wisconsin, South Dakota, and North Dakota are the states with the most highest market exposure.
Face- to –Face or Direct sales are crucial to Harley’s sales.
Product
Market Maturity
Sales Decline
• Made in America• Offers Classes on Motorcycle
Safety• Online Safety Knowledge
• Offering regular and extended warranties
• Specially made saddle bags and other accessories unique to Harley
PROMOTION
NO!
PROMOTION
Getting Closer
PROMOTION
YES!
PRICE
Price Ranges from about $8,000 to $40,000
Being a Specialty Product, the price must remain somewhat high to maintain the value and prestige of the brand.
Harley offers financing for up to 60 months!!
Implementation & Control
Special Implementation Problems to Overcome
Control Budget & Sales
Forecast Timing of
Implementation activities
Contingency Sales
Special Implementation Problems to Overcome
Necessary expenditures to carry out the new strategy: TV ad: Priced at an estimate $350000 to
produce & $100000 to air Use the current marketing staff, but
increase their role in social media to keep contact with customers
Create events that are located in a more diverse, hip area
Control
Increase sales Awareness Number of customers of various target audiences
Results will be monitored quarterly Incurring changes in segmentation and imaging must
not conflict with the needs & wants of the current clientele▪ Obligations to watch & maintain:▪ Blogs▪ Events▪ Interaction between the customer and sales rep▪ Clientele Sites
Relationship with investors and stockholders
Budget Estimates & Forecast
Marketing tactics, yet to be set at a numerical value Customer satisfaction follow-ups Design services for various promotional
materials Continuous website design Participation in community events TV ads Regulation customer first training
http://money.cnn.com/quote/forecast/forecast.html?symb=HOG
Timing
Currently ranked in the Sales Decline stage, but with the new plan rolling out soon, developing changes will slowly take its place and keep Harley in the competitive market
Contingency Sales
http://investor.harleydavidson.com/releasedetail.cfm?ReleaseID=519945
THE END!
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