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.