HARLEY DAVIDSON

Live to ride, ride to live.

 CONTENTS
1. INTRODUCTION
2. BRAND PERSONALITY
3. PRODUCT ATTRIBUTES
4.UNDERSTANDING INDIAN PREMIUMBIKES
MARKET
5.MARKETING OBJECTIVES
6.MARKETING SEGMENTATION AND
TARGETING
7.POSITIONING
8.MARKETING STRATEGY
9.MARKETING MIX
 PRODUCT AND PRICE
 PLACE
 PROMOTIONS

10.APPENDIX
Introduction:
Harley-Davidson often abbreviated H-D or Harley is an
American motorcycle manufacturer. Founded in Milwaukee,
Wisconsin, during the first decade of the 20th century, it was
one of two major American motorcycle manufacturers to
survive the Great Depression. The company sells heavyweight
(over 750 cc) motorcycles designed for cruising on the
highway. Harley-Davidson motorcycles (popularly known as
"Harleys") have a distinctive design and exhaust note. They are
especially noted for the tradition of heavy customization that
gave rise to the chopper-style of motorcycle
 Brand Personality:

1. Masculine
2. Free spirited
3. Rugged
4. Macho
5. Strong
6. Adventurous
PRODUCT ATTRIBUTES:
Harley Davidson attributes can be grouped according to kind of
Purpose it is used for-:

Touring Bikes- Big Twin engines and large-diameter telescopic forks

Sports bikes-For the Sportster Evolution engines used since the mid 1980s,
there have been two engine sizes XL1100, XL1200

Dyna- Models utilize the big-twin engine (F), small-diameter telescopic forks

Revolution- Models utilize the Revolution engine (VR), and the street versions
are designated Street Custom (SC)

Softail- Models utilize the big-twin engine (F) and the Softail chassis (ST)
 UNDERSTANDING INDIAN PREMIUM
BIKES MARKET
 The Market Stands at 700 units/year for premium bikes
(800cc & above)*
 Premium Bikes consists the likes of Suzuki’s Hayabusa ,
Kawasaki’s Ninja & Ducati’s Hypermotard.
 105 Units of Hayabusas have been sold since Suzuki’s
entry in this segment in Nov’09
 127 Units of Ninja have been sold in a span of 14 months.
 The increase in per-capita income to more than 1000$ by
2014 is expected to fuel the growth of premium bikes
market.
PREMIUM BIKES

SUPERBIKES CRUISERS

Kawasaki Harley Davidson

Suzuki Royal Enfield^

Ducati *Source-SIAM, ^-350cc

 MARKETING OBJECTIVES:
 To gain Heart-Share in the Indian market and be revered as
a brand.
 To gain Mind-Share in the Indian market as being the
‘premier bikes for leisure riding’
 To gain Market share by effectively creating and meeting
needs for a ‘Harley Experience’ in the Indian market.
 To create a loyal bikers community in India (HOG-Harley
Owners Group)
 Market Segmentation & Targeting

Geographic Demographic Psychographic Behavioral

Income :High
Income Groups
Lifestyles :
Touring Enthusiasts
Outdoor-Oriented Benifit sought
Occasions:
Age : 27-45 years Leisure
riding,Planning
Cities: Personality Types : weekend rides
Tier-1 Innovators User status :
Tier-2 Achievers Attitude towards
Gender : Male
product :
Readiness to buy ,
Prestige
Professional: Associated with
Executives the brand.
Entrepreneurs
Self-employed
businessmen
Neo rich youth.
SPORTSTER

• Age-27-35 yrs
XL 883L
• Income-Rs 20-22lakhs
SPORTSTER • Behaviour- Speed
enthusiast, style
oriented flamboyant
personalities

• Age - 27-35 yrs

XL 1200N • Income-Rs 20-22Lakhs
NIGHTSTER • Behaviour- Sport
lovers,street bikers

• Age - 27-35 yrs

XL 883R • Income-Rs 24-26Lakhs
ROADSTER • Behaviour- Dreamers,
Experience riders.

• Age- 27-35 yrs

• Income-Rs24-26Lakhs
XR 1200X
• Behaviour-Dreamers,
Experience riders
 DYNA

FXDB • Age-35-40 yrs

STREET BOB • Income- 28-32Lakhs

FXDC SUPER • Age-35-40yrs

GLIDE • Income-28-32lakhs
CUSTOM

SOFTAIL
• Age-35-40yrs
FLSTF FAT • Income-Rs36-40Lakhs
BOY • Behaviour-Heritage
bikers, experience riders

• Age-35-45yrs
FLSTC
• Income-Rs 36-40Lakhs
HERITAGE
SOFTAIL • Behaviour-Traditional
CLASSIC bikers who loves
vintage bikes.
TOURING

• Age- 40-45 yrs

• Income-Rs40-42Lakhs
FLHR ROAD • Behaviour-it is a knock
KING out classic made for
touring enthusiat and
leisure riders.

• Age-40-45yrs
• Income- Rs 40-42Lakhs
FLHX STREET • Behaviour- It provides a
GLIDE ultimate blend of custom
and comfort and is meant
for those whp is into long
haul tour drives.

• Age-40-45
FLHR ROAD
KING • Income-Rs 70 lakhs and
more
POSITIONING:
Among Premium Bikes, Harley Davidson is a brand of high-
performing cruisers that has been giving a unique riding
experience to bikers since 1903.

MARKETING STRATEGY:
All the marketing communication made will be centered on the
positioning statement of the product. In addition to it, The
Communication will focus upon the brand personality which
will mirror the aspirations of the prospects and will encourage
them to make the bikes & the brand a part of their lifestyle.
We will target:

1) HNI: People who Golf, Who Own Yachts, Indulge in leisure

activities. (Yacht owners are in Kochi, Goa & Mumbai).
Obtain data from State Maritime Boards and Mail Brochures
to generate leads or be physically present there and engage
the prospective customers. (Many of these yacht owners live
in non-coastal areas of Delhi and Punjab. Source : Telephonic
Conversation with Capt. Mathews (CEO) Nautilus Yachts)

Quality Lead Generation: Engage the prospective customers at

places they are likely to visit: Auto-Expo, Yacht Clubs, Golf
Clubs, Hard Rock Cafes etc. and then collect contact
information there. Engagement Strategies will vary from
place to place.

2) Hospitality Segment: Hoteliers, Resort owners in tourist

destinations are always looking to add new luxury items into
their fleet for their clients to indulge into leisure activities.
Premium Hoteliers in Manali , Shimla , Kolkata (North East)
along with others located near the strategically located
 dealerships of Harley Davidson . ( Pitch : Include a Ride to
Himalayas on a Harley for guests in their holiday planners)

3) HOG Culture: To cultivate a loyal biking community, one

must drive lessons from social networking websites. Invites
for friends, recommend Harley Experience to a friend, list
building by asking for emails can help create a network of
Harley Enthusiasts. (Readers Digest added many new
customers by getting recommended themselves by the
prospect’s knowns. This may seem to be an obsolete strategy
but can be made very effective if done with a touch of class.
For Eg : The New Owner’s photograph is taken on a Harley at
the time of purchase (HOG hall of fame). The Photo is Pimped
and then shared with the person via mail or a facebook
application. Now this person is very much likely to share this
with his knowns living nearby and far and thus generating a
buzz among his knowns , giving us the valuable Word of
Mouth. The fb application will actually ask the person to send
invites to people for riding with him on his new Harley)
4) Clubs & Parties : Many Wealthy businessman and their 2nd
generation kids party at places like F-Bar (Hotel Ashoka
Delhi) , Score (Chandigarh) etc. where during festive season
Harley Davidson can Organize parties that leave an
impression on the attendees. Few of these attendees will
certainly be induced into buying a Harley if they are made to
engage with the Brand while attending these parties.

Tactic 1: “Eye-Candies showing admiration for the Cruisers

which in turn generates interest in the cruisers among the
target customers”

Tactic 2: Theme Based parties, Story-Telling while live bands

are performing. (Pictures on LCD’s dynamically changing
with the change in modulation of sound)

We make sure to collect contact information of the interested

people. (To ensure that these prospects are brought to the
showroom from these clubs or cafes for further interaction
and eventual sales)
 Marketing Mix
1) PRODUCT AND PRICE :
PLACE :
 PROMOTIONS

Integrated marketing channels

000
 FOUNDER’S RIDE 30th AUGUST 2009
BOOT CAMP 14th NOV 2009
LAUNCH AT DELHI AUTO EXPO 5TH JANUARY 2010
MEDIA RIDE 25th FEBRUARY 2010
ROCK RIDERS 9th SEPTEMBER 2010 TILL DATE
RALLIES TO PROMOTE HOG EVERY TWO MONTHS IN 2011
Cost incurred on the various integrated marketing channels

Print media

The above rate card is for Business world which falls under the category of business magazines

Assuming that they post it on the front and back gate fold the total cost of visibility is

1. Business world- Rs 187500/-

2. Business today- Rs 250000/-
3. Overdrive - Rs 100000/-
4. Total cost- Rs 537500/-

Once advertisements have been given on the front and last page for initial visibility slots on the inside the
magazines can be booked at cheaper rates.

Television commercial

A 30 second advertisement on a premier nationwide channel would cost approx Rs. 17500000. Total cost for 3
channels like CNBC, ZOOM, FTv would be Rs 52500000/-

Billboards

A 40x40ft billboard at Mahim, Mumbai, would cost about Rs 14-16 lakh a month. Considering that 3-4 such
billboards will be put up to cover posh areas of all the places where the showroom has been opened up (
Chandigarh, Hydrabad, New Delhi, Mumbai, Bangalore) the total cost of using billboards would be approx

15*3*5= Rs 22500000/-

Rallies & HOG Parties

Cost of promoting a rally is approximately around Rs. 250,000/- and 5 such rallies in the major cities would cost
around Rs 12, 50,000/-.

Total budget for advertising therefore is Rs.7,12,50,000 /-

All these costs are shown as one time but over the time the spending on the print media will remain
consistent but the cost incurred on rallies would be reduced. Rallies would be only once a year at one location
but the cost incurred on print and Television would be year round.
Pie chart depicting various costs :

print media
television commercial
billboards
rallies & hog parties
APPENDIX :
The Income Groups were calculated on the assumption that the
person buying the bike pays 20% on the bike upfront and then pays
installments over a 5 year period.
http://www.harley-davidson.in/harley-davidson-india-emi-calculator.html

The Market Potential and Growth Rate was taken from ET Articles
and SIAM (Society for Automobile Manufacturers)

Cost Structures were requested to various magazines.