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REJUVINATING HARDLEY DAVIDSON PERFUME
UNDERSTANDINGS Category growth has slowed significantly vis-à-vis 2005-2010. Slower
growth trajectory. Men’s category twice the size of women. “No Gas” has caught the imagination of the value conscious customers. Innovation/innovative approach in category.
FOGG- No gas(INDIAN) EVA- Non- Alcoholic(INDIAN) English Blazzer –Trigger Spray(Imported)
India manufactured brands gaining traction as import duties hinder re-investment in advertisements and store margins.
FAILED BRAND EXTENSION
REVENUE
OVEREXTENDING BRAND
Lost Focus
Ties
After shaveBaby cloths
DIFFERENTATION
•Creating unique desirable product and service
COST LEADER
•Offering a product or service at lowest price
FOCUS•Offering a specialized service in a niche market.
POTTER’S GENERIC STRATEGIES
FOCUSSe
gmen
ting • Psychograph
ic segment -• Personality
traits, values, attitudes, interests, and lifestyles of consumers
Targ
etin
g • Harley Davidson has brand identity of being TOUGH.
Posit
ioni
ng • The positioning of Harley Davidson is very strong in the mind of consumers as a premium motorcycle brand .
HARLEY DAVIDSON-BRAND VALUE
Freedom-Go wherever you want to, whenever you want to. Authenticity-Noted for the tradition of heavy customization, oldest and
quality name in manufacturing bikes. Community Building-It has 1.4 million members, ride Planner to plan trips,
H-D photo Center for posting photos of memorable trips. Masculinity- Unique sound of the exhaust, association with icons in films. Toughness-Rugged heavy design and look of the bikes.
FAILURES OF HARLEY While motorbike and ornaments probably matched the Harley Davidson cult
heritage brand, the company had lost focus. In the 1990s, it extended the brand too far. It introduced products like wine
coolers, aftershave and perfumes. Even the loyal fans did not like the idea, as it did not resonate with the tough brand identity.
The company was clearly not focusing on what it knew best- building strong bikes.
However, perfumes and wine coolers were eroding the mystery of the H-D brand. After strong criticism from the loyal customers, the company pulled of many inappropriate products.
Harley Davidson had fallen into the trap of thinking that more products equals more sales. And it usually does, at least in the short term.
They moved away from their loyal customer base or they misinterpreted their customer.
The image of word “perfume” was completely opposite of image of Harley Davidson.
REVIEWS
REJUVENATION OF HARLEY PRODUCT FEATURES
IMPERSIVE PAKING
LONG LASTINF SMELL
MEDICALLY SAFE-NOT HARMFUL TO SKIN NOR CAUSES INFECTION
AVAILABILITY
MESMERISING SMELL
PRODUCT NAME: Furious 18 by Harley Davidson COLOUR -Musk Gold INGREDIENTS
Parfum-Parfum Woodsy and exotic citruses Freshness of green grapes aroma
Last for 3-4 days in a single spray LOOK –HELMET (D) Promoting the idea of safety The perfumes are AVIALABLE in bottles of 125ml, 75ml, 90ml, 100ml measurements
PRICING CONCEPT Costing of Harley Davidson perfume Cost per perfume 5000(75ml) 5500(100ml) 6000(125ml) 6500(125ml) Sales expectation in a year (1000 units * 5000) 5000000-cost of manufacturing (1000 units *1000) 1000000-cost of digital advertising 1000000-cost of placing product in big brand showrooms 1000000-cost of promotional campaigns 500000-other costs 500000Profit expected in a year on 1000 units 1000000
Cost of manufacturing : includes cost of making the perfume its ingredients and making charges
Cost of digital advertising: including advertising through social sites eg. Facebook , twitter, pay per click , update blog page for customer interaction.
Cost of placing perfumes in big brand showrooms: includes cost of making it available at showrooms like shoppers stop .
Cost of promotional campaigns: includes cost of launching a promotional campaign like “My Harley Story” , organising campaigns .
Other costs: packaging , distributing .
PROMOTION Will sponsor reality show Roadies 13 and Fear factor 8 Will conduct trending online polls in twitter to spread awareness Exciting offers for existing and new Harley bike owners eg. Free samples of
perfume Roping celebrities using Harley Davidson bikes to use Harley Davidson
perfume and share their stories .
CONCLUSION Focus on your brand values. If your values are ‘strong, masculine and very
rugged,’ you shouldn’t be selling perfume or wine coolers. Don’t alienate your core customers. Remember that more is less. ‘The more you add, the more you risk undermining your basic differentiating
idea, which is the essence of your brand.’ Keep it tight. Harley Davidson built its brands by staying true to what it does
best, namely making big, classic, US motorbikes Handle ‘lovemarks’ with care.
Although Roberts says that the motorbikes themselves are ‘actually pretty average’, the nature of the brand has meant that the motorbikes don’t have to be compared to others in terms of performance.
THANK YOU