harley davidson
DESCRIPTION
TRANSCRIPT
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Harley Davidson Marketing PlanPresented By: The Four Peas
Kat GillespieChris LadukeErica MarshallWhitney Phoon
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Harley Davidson Marketing Plan Objectives
Create & Increase Awareness Increase Sales Expand Sales Locations
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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
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Increase Sales
Increase company sales by 10 percent
Younger Target audience Increase customer base
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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PROMOTION
NO!
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PROMOTION
Getting Closer
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PROMOTION
YES!
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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!!
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Implementation & Control
Special Implementation Problems to Overcome
Control Budget & Sales
Forecast Timing of
Implementation activities
Contingency Sales
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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
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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
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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
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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
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Contingency Sales
http://investor.harleydavidson.com/releasedetail.cfm?ReleaseID=519945
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THE END!