Harley Davidson Marketing Plan

Jon EnglundNate Joostberns

Kaitlin MyszkowskiLeah Schra

Harley Davidson

• Increase sales for a younger demographic • Create lifetime customers at a younger age

 • Avoid alienating current customer base

Marketing Plan Objectives

Marketing Plan Strategies

• Marketing to young males in the military o Low expenses o Large discretionary incomeo Interest in product

 • Differentiate Harley bikes from Yamaha and Honda

by stressing the military background of Harley and connecting their branch of service with Harley motorcycles. 

 • Advertising to the military won't alienate current

customer base.

• Young males ages 18-30• Boomtown Singles: Prizm segment

o Median income: $41,046o 1.39% of American Householdso Single with no childreno Active lifestyles

• Military background (primarily deployed soliders)o Income ranging from $28,000 to $51,000 (Middle)

PayScale

Target Market

Found from PayScale

Average Military Salary

-    "Motorcycle After World War II, some American veterans found a replacement for the camaraderie, excitement, danger and speed of life at war in motorcycles. Grouped into loosely organized clubs, motorcycle riders in the U.S. created a new social institution—the motorcyclists or 'bikers' " 

http://kulacingan.blogspot.com/2008/07/motorcycle-after-world-war-ii.html

-    Harley has a more hardcore loyal following than any other brand, this loyalty and togetherness is a mentality that has been instilled in our soldiers and we believe they will react to it.http://www.youtube.com/watch?v=vlZ4ONTb9i0

Interesting Findings

Four P's of Marketing: Price

Harley Davidson:     Road King:Touring             Motorcycle                $16,999         *Each price found on company website

Yamaha:     Super Tenere: Touring            Motorcycle                $13,900 Honda:     ST1300: Touring             Motorcycle                   $16,499

Harley Davidson:1. Afganistan2. Iraq3. United States       *As found from Google Insights

Yamaha: 1. Philippines2. United States3. Canada Honda: 1. Philippines2. Iraq3. United States 

Four P’s of Marketing: Place

Harley Davidson Yamaha

Regional Interest

Four P's of Marketing: Product

Harley Davidson:Touring bikesSportster MotorcyclesFire Rescue MotorcyclesTrikesUsed bikes

Yamaha: Street MotorcyclesOff-Road MotorcyclesSport ATVsScootersSnowmobiles Honda: Touring MotorcyclesJet-SkisScootersCrossover Bikes

Four P's of Marketing: Promotion

Yamaha: • $1000 customer cash• Great financing• 3.99% APR for 36 months  Honda:  • Fixed APR rates• Bonus bucks

Harley Davidson: • Commercials • "Test" rides• Events ex. Toys for Tots

Current Differentiation & Positioning• Sponsors a lot of customer events

o  Competitors do not!o Toys for Tots / Cell Phones for Soldiers

• Openly advertises towards womeno On website and through eventso Breast Cancer Awareness

• Hosts holiday eventso Free photos with Santa on a Harleyo  24 Days of Naughty and Nice

• Targeting military personnel (18-30 year-old males)o Differentiating & Positioning

Focus on hands-on promotion Concerts T-shirts, water bottles Product placement and social media Customized military motorcycles

o Positioning: back to Harley's roots

Positioning & Differentiating to Military

Marketing Budget: Allocation of Resources

Other Promotions

Funding Distribution Over 5-Year Campaign

    • Implementation:

• Implementing as soon as possible• Keep focus on positioning:

o Military historyo Strong group activityo Connect to branch of military

• Controls:o Check monthly for sale increases

(Sales increases expected later in 5-year plan)o Monitor current customer-base sentiment toward Harleyo Monitor target audience sentiment toward Harley• Analyze these factors to ensure project stability

Implementation & Control:

• Strategy should accomplish all goals:

• Attract younger customers

• Of these younger customers: create lifetime buyers

• Avoid alienating old customer base

Accomplishment of Goals: