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What’s for the RIDE???
o American motorcycle manufacturing company.
o Founded in 1903.o Founded by William
S. Harley, Arthur Davidson Walter Davidson, William A. Davidson.
Inspires many to own its customized bikes with iconic engines.
Global acceptance and High sense of brand loyalty among Harley Davidson Motorbike owners.
WHY???
Maintaining Personal relationships with customers Maintaining personalized relationship with customers via
face to face and social media contact. Knowing customers as individuals. Conducting research to keep up with the changing
expectations and experience.
UNIQUE
• Identity
• Looks
• Sound of Motorcycle
HARLEY DAVIDSON SQUAD
HARLEY OWNER GROUP AND RIDING CLUB
EXPRESS INDIVIDUALISM AND FREEDOM
CONNECT WITH FRIENDS
SHARE A SENSE OF
COMPANIONSHIP
H.O.GEVENTS
SINGAPORE
HONGKONG
MALAYSIA
MEN
WOMEN
CHILDREN
COMPANY TO STAFF• COMPANY VALUES
• PHILOSOPHY
• BRAND EXPERIENCE
• PROFESSIONAL TRAINING
• EFFECTIVE COMMUNICATION TO DEALRS.
STAFF TO COMPANY
• OUTSTANDING SERVICES
• GENERATE CUSTOMERS
• BRAND LOYALTY
• POSITIVE WORD OF MOUTH
• HIGHER COMPANY SALES
CONNECT WITH YOUNGER RIDERS
SOCIAL MEDIA MUSIC FESTIVALS
Since 2008, leading Manufacturer to sell to customers younger than 34 years.
WHAT HAS HARLEY-DAVIDSON DONE WITH ITS H.O.G PROGRAM TO CREATE AN EXTRAORDINARY CUSTOMER EXPERIENCE THAT IS UNIQUE AND VALUABLE TO ITS MEMBERS? HAS THE MOTROCYLE MANUFACTURER BEEN SUCCESFUL?
• Free H.O.G Membership to new customers for one year, discounts on renewal.
• Sponsoring events and activities to create unique experiences for the Harley owners.
• Covers all population, men, women, children and families.
• By these events it creates a sense of independence, freedom, companionship and belonging.
TO ENLARGE ITS CUSTOMER BASE, WHAT WOULD YOU RECOMMEND HARLEY-DAVIDSON DO TO CULTIVATE LONG-TERM RELATIONSHIPS WITH A YOUNDER AUDIENCE, AGED BETWEEN 18-34?
• Hold events which would attract younger generation and do research for the same.
• Gaining knowledge about the changing expectations of the younger generations.
• Strong communication through frequently used social media.
DISCLAIMER
CREATED BY MANISHA ARYA, NLSIU, BANGALORE, DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR, IIM
LUCKNOW.