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Harley Davidson
- 1. Harley Davidson MarketingPlanPresented By: The Four PeasKat GillespieChris LadukeErica MarshallWhitney Phoon
- 2. Harley Davidson MarketingPlan ObjectivesCreate & Increase AwarenessIncrease SalesExpand Sales Locations
- 3. Create & IncreaseAwarenessAge of Harley Davidson motorcycle riders has increasedYoung males and females don’t have interest in the brandLack of female riders
- 4. Increase SalesIncrease companysales by 10 percentYounger Target audienceIncrease customer base
- 5. Expand Sales LocationsHarleyowns half the U.S Market share, 1/3 of the global marketBecoming ideal – National Export InitiativeOther companies are expanding globally – noticing positive resultsExpanding into BrazilReduces taxes, makes motorcycles affordable to a larger target audience
- 6. Differentiation33% of ownersprevious owned competitor motorcycleNot about the product – about the brand“There’s not a motorcycle riding experience like a Harley Davidson’s”Competitors: Yamaha, Suzuki, and HondaMore interested in price and salesCreate commercial and print ads with younger demographic
- 7. PositioningAlready brand trustfrom customersPosition so that Harley attains younger demographics interest at earlier agesConfidence in market is directly proportional to customer purchases – need young digerati to have confidence in market
- 8. Current DemographicsMale (88.5%)BigFish, Small Pond Middle Age 45-50Median Income $80,000-$90,0002007 Purchases52% Previously Owned a Harley motorcycle33% Owned a competitive motorcycle15% First motorcycle purchasedMedian Age Median IncomeStatistics based on years 2004-2008 from harleydavison.com
- 9. Marketing StrategyTarget MarketYoungDigeratiYoung InfluentialsMarketing Mix4 P’sProduct: Harley Davidson MotorcyclesPrice: $8,000 - $40,000Promotion: TV commercials, billboards, online, etc.Place: Wisconsin, South Dakota, North Dakota
- 10. Target MarketYoung DigeratiWealthy,Younger Family MixAge25-44Ethnically DiverseMedian Income $88,7282009 – 1.21% of US Households Young InfluentialsMidscale, Younger w/o KidsAge <35Ethnically Diverse Median Income $50,4542009 -1.46% of US Households
- 11. Google Insights forSearchGeographic areas & volume of searchFrom 2004-2010, repeating rateWisconsin- search volume index of 100South Dakota – 96North Dakota - 86
- 12. PLACEHarley should belocated in bustling cities with high market exposure.Wisconsin, South Dakota, and North Dakota are the states with the most highest market exposure.Face- to –Face or Direct sales are crucial to Harley’s sales.
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- 14. Offers Classes onMotorcycle Safety
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- 16. Offering regular andextended warranties
- 17. Specially made saddlebags and other accessories unique to Harley Sales Decline
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- 21. PRICEPrice Ranges fromabout $8,000 to $40,000Being a Specialty Product, the price must remain somewhat high to maintain the value and prestige of the brand.Harley offers financing for up to 60 months!!
- 22. Implementation & ControlSpecialImplementation Problems to OvercomeControlBudget & Sales ForecastTiming of Implementation activitiesContingency Sales
- 23. Special Implementation Problemsto OvercomeNecessary expenditures to carry out the new strategy:TV ad: Priced at an estimate $350000 to produce & $100000 to airUse the current marketing staff, but increase their role in social media to keep contact with customersCreate events that are located in a more diverse, hip area
- 24. ControlIncrease salesAwarenessNumberof customersof various target audiencesResults will be monitored quarterlyIncurring changes in segmentation and imaging must not conflict with the needs & wants of the current clienteleObligations to watch & maintain:BlogsEventsInteraction between the customer and sales repClientele SitesRelationship with investors and stockholders
- 25. Budget Estimates &ForecastMarketing tactics, yet to be set at a numerical valueCustomer satisfaction follow-upsDesign services for various promotional materialsContinuous website designParticipation in community eventsTV adsRegulation customer first traininghttp://money.cnn.com/quote/forecast/forecast.html?symb=HOG
- 26. Timing Currentlyranked in theSales Decline stage, but with the new plan rolling out soon, developing changes will slowly take its place and keep Harley in the competitive market
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