marketing strategy for an android app
TRANSCRIPT
FOR A NEW APP
HARLEY DAVIDSON
TO RIDE AND TO HAVE FUN
EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
Harley Davidson owners are proud users of the beautiful motorbikes. They love to ride. ”To ride and have fun” portrays an image of freedom and adventure. They also become a part of Harley Owners Group(HOG).
The Harley Davidson app is an extension of the Harley Davidson Brand marketing plan which provides its users information about the various HOG events, updates about Harley Davidson Bikes, provides merchandise and customer forum.
EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
COMPANY OVERVIEW
Harley Davidson is a brand known worldwide and inspires many to own its customized bike. The Harley Davidson app is one of the ways to maintain contact with its users.
Harley Davidson is known for its Brand Loyalty. The forum section allows users to become an integral part of the brand.
Target Customer
Harley Davidson uses psychographic segmentation to cater to the changing needs of the customer.
Goal
EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
The emphasis would be getting maximum users and market share.
Number of registered users- Minimum time to achieve 100,000 Users.
The fraction of free users who turn to premium members
To keep its customers updated and provide them with the best discounts.
Strategy
EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
Customers
This app maintains personalized relationships with the customers and keeps them updated about the latest offerings.
Apps which provide users details about Harley Davidson.
Competitors
Value Proposition
Value to
Customers: It offers users exclusive, original merchandise and also provides them at discounted rates
Company: It earns through selling merchandise and from premium users.
Value to
Tactics
EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
Product: Free and Premium versions are available
Price
Communication
Social media is the primary means of promoting and communication
Distribution
implementation
EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
Infrastructure
Marketing team
Analysing consumer behaviours, markets and competitors
Software development team
Developing and updating the software
Finance team
Managing and planning the amount to be Invested in these activities.
Operation team
Ensuring that the activities are carried out According to the plan or not and deciding about Future prospects
DISCLAIMER
Created by M Harish Kumar, NIT Jaipur during a marketing internship with Prof. Sameer Mathur, IIM Lucknow