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Group V1
Posse Ride
Building Brand Com-munity on
Agenda Background to the case H.O.G – brief overview Posse Ride - brief overview SWOT analysis Posse Ride and the HOG event mix Posse Ride and profit making potential Recommendations
Background
Harley Owners Group (HOG) Established in 1983 Sponsored motorcycle enthusiast club Enhanced Harley Davidson lifestyle experience Annual value of active HOG member
estimated at $5,575 inactive member at $4,725
HOG -brief overview
Supported on national, local and international levels
Rallies used to link riders in a broader community and gain loyalty
Destination rallies and Rolling rallies HOG members live the brand through these
events and increase brand equity
Posse Ride – brief overview
Based largely on spontaneity- the oath, story time etc
Riding is the main source of entertainment Coast to coast and border to border
Harley’s primary intent
Build a strong brand community
Increase brand loyalty
Raise average satisfac-tion with HOG
Raise active member-ship
Raise post-event sur-vey scores
Should Harley continue to sponsor Posse ride?
• Logistical issues• Lack of structure• Time consuming
• Integrate rolling rallies for causes
• Dealers
• Localities refusing to co-operate
• Most rallies not limited to brand
• Popular• Low Cost• Inc Brand awareness• Detract from negative
images of the brand
SWOT analysis
Strength Weakness
ThreatOpportunity
Benefits of Posse ride
High adventure low cost ‘Epic-ness’ Brand popularity Customer loyalty Bonding with customers
Schedule Stop- dealer stops
Great opportunities for dealers
Reach tourists and neighbourhood
Company Dealer
Reasons to maintain
• Increased satisfaction in multiple member segments
• Increased customer-management interaction• Increased ease of coordination• Increased member participation while retaining
exclusivity
ROLE OF POSSE RIDE IN THE H.O.G EVENT MIX
HOG Event Mix
Drag races International motorcycle shows Country/Continent wise rallies
Rolling rallies Destination rallies
Posse rides
Brand AssociationMystique
Style
American
Freedom
Feelings Values Brand
Distinctive Design Classic
Lifestyle Heritage Patriotic
Adventure Energy Discovering
H.O.G Member
Loyal Pride Tattoo
Building Brand Community
Brand Recognition Creating Bonds Focus on customer needs Make your customers feel privileged Customer satisfaction v/s Customer
loyalty Novelty
MAXIMIZE THE EFFECTIVENESS AND PROFIT MAKING POTENTIAL
Disappointments
• Queues to buy T-Shirts and official ride certificates
• No personal connection with officials• Day runs could have been longer• Lack of concern for personal opinions in route
selection and rally execution• Lack of surveys and feedback mechanism
Design Recommendations
• Involve H.O.G members in posse ride route selection
• Deploy more Harley employees and increase employee participation
• Remove queue and mail instead
• Increase the size of the survey
• Reach out to customer after the posse ride to receive feedback
Profit Potential
Revenue for Posse ride:
H.O.G Membership fee: 40$
Total Members: 500,000
Total Revenue: 500,000 x $40 = $20 Million
Cost for one posse ride: ~$100,000
Profit Potential• Increasing the registration limit and gain through
sale of merchandise• Commission on sales by establishing tie-ups with filling
stations, hotels, restaurants, bars, retail stores etc• Acquire Sponsorship for individual events like “Story night”
“H.O.G Oath” apart from “Title sponsor” for the posse ride• Gain Revenue from Billboards as the Harley Davidson posse
ride attracts tourists and local people
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Recommendation
Adequately stock merchandise Follow up with members Better scheduling at dealership More executives per rider basis Grievance redressal
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