William S. Harley

ARTHUR DAVIDSON

Strength

• Brand Recognition.

• Strong marketing.

• Product quality.

• Innovation.

• International positioning.

Weakness• Price factor.• Few supplier.• Market share

SWOT ANALYSIS

Opportunities • Interest of women

and youngsters.

• International markets are larger than before.

• Interest in heavy weight motor cycles are increasing.

Threats• Competition.

• Higher production cost.

• High price.

SWOT ANALYSIS

Q.1- STUDY THE CASE AND DETERMINE THE SIGNIFICANT

ISSUES THAT SHED LIGHT ON THE IMPORTANCE OF INNOVATION.

1903

1954

DYNA WIDE GLIDE.

PRODUCT LINES

• Q. What factors have been responsible for Harley-Davidson becoming a cult?

WHAT IS CULT BRAND???• A product or service that has an energetic and

loyal customer base. A cult brand, unlike others, has customers who can be described as near-fanatical, true believers in the brand and may feel a sense of ownership or vested interest in the brand's popularity and success. Cult brands have achieved a unique connection with customers, and are able to create a consumer culture that people want to be a part of.

• Examples of modern cult brands include the Mini Cooper, Harley-Davidson, Vespa, Zappos and Apple.

FEATURE OF CULT BRANDING???• Against the main stream.

• Be different.

• Strong customer relationship.

• Small customer base.

• Priced well above.

FACTORS RESPOSIBLE FOR HARLEY –DAVIDSON BECOMING A CULT

• Technology :

• Customer Relationship :

• Different Product :

• Harley-davidson university :

• Verious models :

• Q. What is Harley-Davidson’s positioning? What is the secret of the fanatical customer loyalty to Harley-Davidson?

POSITIONING?

• Positioning is a technique which the marketing man has to employ with a lots of care & pre-planning. By positioning a product in a particular way, marketing man is committing the product to the particular decision and situation. It means putting the product in a predetermined orbit .

PRODUCT POSITIONING• It is the act of fixing the exact locus of the product offer

in the chosen market ; if decides how and around what distinctive feature, the product offer has to be couched and communicated to the customers.

• While doing this firm analysis the competitors positions searches its own competitive advantages and then identifies the best possible position for the product.

• Let us understand product positioning through certain examples.

POSITIONING ON LUXURY, ECONOMY, QUALITY, FASHION ………..

• Oberoi hotel is positioned on the plank of luxury & exclusiveness ,

• Hero Honda 100 cc motorbike is positioned on the plank of economy and aimed @ middle class market ,

• Vimal fabrics are positioned on fashion for loving and well – to –do consumers,

• Nirma is positioned on the plank of the economy and price – conscious segment.

POSITIONING OF HARLEY-DAVIDSON

• The total H D riding experience