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EXECUTIVE SUMMARY
Harley Davidson has always been well-known for its heavyweight (750 cc and up) class of motorcycles, and owns over 60% of the U.S. market today, in addition to a level of brand loyalty that seems to be unwavering. Recently, the Female HOGS has become an emerging category among motorcycles owners and enthusiasts. In the last decade, female owners of 850 cc class and above motorcycles has risen from 5.3% to 10.8%. The Sportster, or Skirtster as it has been nicknamed, has become exceedingly popular among women for several reasons. This not-so-meager bike has an engine size up to 1200 ccs and expels a growl that bellows from the exhaust pipes that immediately lets you know its a Harley. Although the Sportster seems to be a hefty bike, its easier to handle than bikes in the Fat Boy class, and its weight and balance is perfect for a womans frame. The goal of Harley Davidsons new campaign is to increase the sales of the Sportster (all models 883cc-12 cc) among women by 3,000 units within one year. Also, the Harley Davidson brand needs to be marketed specifically to women to grow the female biker niche. By introducing Harley Davidson to women who wouldnt normally be interested in riding motorcycles, we have an opportunity to reach a different group of women. We will begin by marketing the Sportster directly to the female market. Through research, the knowledge gained will provide information about the target markets culture, as well as the Harley cultre, and how to connect the two to create an effective media plan.
SITUATION ANALYSIS
Brand Analysis
Harley Davidson was founded in Milwaukee, Wisconsin in 1903 by Bill Harley and Arthur Davidson. These primitive motorcycles essentially were motor-assisted bicycles that required pedaling uphill. These days, the company is well-known for its heavyweight motorcycles (over 750 cc), its distinctive design, large variety and growl of the exhaust pipes, which separates Harley from the rest of its competition.
Competitive Analysis
Figure 1 compares Harley Davidson with its 6 competitors (plus other).
BMWs total sales in 2009 were $1,452,720,000, with a 1% market share. Honda sold 10.1 million motorcycle units in 2009 and is the second leader in total motorcycle sales at $1,047,112,000, with a 25% market share. Harley owners are extremely brand loyal and do not believe that Kawasakis sales in 2009 were $12,659,400,000, with an 11% Harley had any competition to worry about. In 2009, Harley total market share. Davidsons sales were $4,287,100,000 and its market share was Suzukis sales in 2009 were $2,929,993,000, with a 14% 28%. market share. Yamahas total sales were $6,945,000,000, 71% of the companys total motorcycle sales, with a 17% market share. Fig. 1, Competitive Analysis of 6 Leading Brands of Motorcycles
SWOT A N A L Y SIS
STRENGTHS
HD customers are very brand loyal. HD owns 60% of the market. HD has the largest variety of motorcycles. HDs Sportster is a good size and weight for women. HD focuses on style and build rather than price. It is well-established in the mind of the consumer with the image of freedom & strength.
WEAKNESSES
HD is more well-known for their larger motorcycles, not appropriate for women. The female motorcyclist image negatively affects the motorcycle industry. HD motorcycles have fairly high prices. Poor marketing techniques that do not attract new customers.
OPPORTUNITIES
Harley Sportster is the most popular entry-level bike for women buyers. Women owners of bikes in the 850 cc class have grown from 5.3% to 10.8%. Females show more inclination toward riding motorcycles. HD promotes a lifestyle full of adventure, social groups and clubs.
THREATS
The motorcycle market is highly competitive. Honda is a very close competitor to HD. Economic recession has caused peple to spend less money on pleasure items. Increased environmental regulations.
MEDIA OBJECTIVES
Target Audience & Media Mix
The primary target audience is women aged between 35-44 years old. The goal is to increase the sales of the Sportster among women by 3,000 units within one year. Second, we must build on the Harley Davidson franshise by marketing the brand directly to women.
Media Budget
The campaign budget is $23 million to be used for spot marketing only. $5 million is allocated for promotions and events.
Geography
Advertising will be concentrated in the top 20 DMAs. These 20 cities all have a CDI above average with an index ranging from 109 to 157.
Raising children Heavy users of T.V., radio, and magazines. Want relaxing weekends after long work weeks. Interested in caring for her family.
Non-traditional /Promotional
Product placement, viral videos, giveaways, and endorsements and sponsorships at events will be used to advertise in the top 20 DMAs.
Media Budget
Traditional spot media buys are used to reach those DMAs that already ahve a high CDI. Non-traditional buys will be used in select areas where motorcycle events takes place. All DMAs have CDIs 109-157. The $23 million budget is allocated as stated in Media Mix.
Flighting traditional media will be used to keep Harley Davidson on the target audiences minds. Product placement is used on CSI and House to show that motorcyclists can be doctors and crime scene investigators too, not just ragged older men. Media weight will go toward outdoor advertising and local dealerships.
Geography
For traditional media coverage, the top 20 DMAs are as follows: 1. San Diego, CA 2. Phoenix, AZ 3. Pittsburgh, PA 4. Orlando, FL 5. Portland, ME 6. Birmingham, AL 7. Tampa, FL 8. Wilkes Barre, NH 9. Sacramento, CA 10. Greenville, SC 11. Nashville, TN 12. Harrisburg, PA 13. Norfolk, VA 14. Greensboro, NC 15. Charlotte, NC 16. San Antonio, TX 17. Raleigh, NC 18. Los Angeles, CA 19. Buffalo, NY 20. Seattle, WA
AP P E NDIX
Media Flight Plan Flowchart MRI Demos Radio Internet totals TV/Cable/Satellite totals Print totals Brand Size/type totals
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