Harley davidson india

Harley davidson india

• 1.
  Harley Davidson India
• 2.
  Factors Harley DavidsonShould Consider when selecting markets Countries with high growth rate of GDP Countries which encourage FDI Countries which charge lesser import duties, tariff & have relaxed import norms Countries with dedication biking clubs & communities & which have biking culture. Countries with less competition from other brands Distribution Network Country 2009 2010 Growth % India 127000 153000 20.8 Exhibit 3
• 3.
  Factors Harley DavidsonShould Consider when selecting markets Model Price INR Super Low 560000 Fat Boy Special 1.995 million Road King 2.275 million Street Glide 2.450 million Ultra Classic 3.545 million Model Price INR Suzuki GSX 5,00,000 Suzuki GSX- 1000 1.275 million Ducati Monster 599,000 to 4.982 million Honda CBR 1.16 million Yamaha Vmax 2.0 million HD Models Competitors Models Exhibit 2
• 4.
  Geographic Factors Good Infrastructureregions like tier 1 & tier 2 Cities Demographic – age, Income Occupation & education Buyers Profession % Buyers Age % Industrialist 49 25-34 53 Corporate 29 35-44 32 Self Employed 9 44-50 Above 15 IT-BPO 8 Professional 5 Exhibit 5 Indian Luxury Consumers Psychographic- Socio economic life style, personality , tourist location Behavioral- Occasion , benefit- user status, usage rate , readiness & attitude
• 5.
  Does India qualifyfor the luxury & lifestyle products such as HD bikes Yes, HD does Qualify for the Luxury and Life style.  The Indian economy grew by 10 percent annually emerging as a strong Market For HD.  India Ranked as 12th globally in terms of its population of HNI having grown 20.8 percent to 153000 from 126,700 in 2009 (Exhibit 3)  Report from Kotak Wealth Management termed this as Luxury Revolution.  Number of Households 120,000 to 150,000 have Annual Income INR – 10 Million to 50 Million. (Exhibit 4)  Luxury Buyers by Profession are Industrialist (49%), Corporate (29%), Self Employed (9%).  Age Group 25 - 35 constituted 53% and 35 – 44 constituted 32% of population for consuming luxury products. (Exhibit 5)
• 6.
  Post Launch Marketingissues HD faced in its initial years in India Issue 1 Post launch Harley was allowed to sell their bikes only through third party dealers, as a result, the customers were not able to get the full Harley ownership experience Issue 2 Lack of Brand recognition of Harley. The number of consumers who have hardcore connect with Harley as a brand is not much. Issue 3 Harley is not able to market their service well as their service infrastructure is not well established yet. Also, availability of high octane fuel is an issue.
• 7.
  Thank You….