BEAUTIFUL CUSTOMIZED MOTORBIKE WITH ICONIC ENGINES

Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders. Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.

We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.

Vision

MISSION

Advertising Strategy - Passion to Ride

Customer Oriented Organization

•Costumer Relationship with Management •Customer Preference •Brand Community - Harley Owners Group (H.O.G.)

Harley Owners Group (H.O.G.)

H.O.G. is a sponsored community marketing club, operated by Harley-Davidson for enthusiasts of HD Motorcycles.

“TO RIDE AND HAVE FUN”

How H.O.G helps Harley Davidson Brand?

•Promotes Harley-Davidson motorcycles along with lifestyle. •Additional revenue stream - tie in merchandise. •Build longer customer relationship with HD’s customers by making ties between company, employees and customers - Build Brand Loyalty

Road Assistance H.O.G. Events

Access to HD Museum HOG Magazine

Touring Handbook

Insurance Service

MEMBERS OF H.O.G. include..

Doctors Pilots Lawyers Business Man

Actors/Artists Engineers

This shows the strong Brand Loyalty among Harley-Davidson Owners

Players

……

Out of Many, One (Video -Twitter Campaign)

Internal Employee management

• Harley - Davidson shares company values, philosophy and brand experience with its staff.

• Effective communication to independent dealers

• Professional Training by Harley-Davidson University in US

• Satisfied employees thus deliver excellent service - Harley Davidson Experience

Results: Sustainable customer, Brand Loyalty, +WOM, Higher company sales

Social Media

1. 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 motorcycle manufacturer been successful?

2. To enlarge its customer base what would you recommend Harley - Davidson so to cultivate long term relationship with the younger

audience aged between 18-34?

1)• Free one year H.O.G subscription to new customers. This will make active involvement with their Harley, while company could closely serve its new customer. • “TO RIDE AND HAVE FUN” • H.O.G events which involve the family of H.O.G members - Bonding and Brand Community Building. • Charity Events - CSR • Outing of Harley Owners - Freedom and Adventure • Other perks of H.O.G Membership - Road Assistance, Harley Magazine, Theft Reward Program • All these makes Harley Owners feel premium - Brand Loyalty Building

2)

Social Media Engagement…

Expanding its product line by introducing stylish bikes that

appeals younger audience yet maintaining the iconic heritage of Harley Davidson Motorbikes.

Harley sponsored Music Festivals

Engaging in-person connection events like Jump Start

Harley Davidson - Customer Oriented Company

Harley Owner Group - Sponsored Brand Community - Brand Loyalty

Introduction

Building Customer Base

Disclaimer

Created by Vignesh Mallya, BITS Pilani Goa Campus, during Marketing Internship by Prof. Sameer Mathur, IIM Lucknow

Prof. Sameer Mathur, IIM Lucknow