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Harley Davidson marketing strategy for marketing 350.
Citation preview
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: